Brand new brand

Latest Homes meets with Heather Hilder-Darling, managing director of RW Hilder & Co, Land & Brand New Homes and most recently Callaways in Hove

Many of you will have no doubt noticed some changes at Callaways in Hove. Callaways started back in 1935 but in July 2008 it was bought by RW Hilder & Co, a property business based in West Worthing, who are land agents working on behalf of national, regional and local property developers.

RW Hilder & Co was formed in 1991 by director Bob Hilder and his wife Heather, the managing director who runs the company. Their core business is strategic land buying; land where no planning permission is currently in force, and some of these deals could be long term, as much as 25 years.

This means they are involved in the development and building of new homes right across their operating region from Dorset to Kent, often acting for major national companies. Currently they are working with Bovis in Peacehaven, Explore Living at Grand Ocean in Saltdean, Barratt Homes in Hassocks and Bryant Homes in Littlehampton. They are involved in the purchase of land and then offer assistance on sales and marketing – everything from market research to layout specifications down to the very fine detail.

“I am keen to explore new marketing ideas and I have just created a blog for a Saltdean property and I am already using Twitter and Facebook in provocative marketing campaigns”

‘‘Callaways had always been a family business, was well positioned in Hove and ripe for purchasing,” says Heather. “Our first step was to re-brand in keeping with our other business. We then had to address basics like getting the computer system up to speed and installing new communications systems.

‘‘The biggest transformation has been getting customer service levels right. We provide a lot of back up now from the Worthing head office. We have our own specialised marketing department. I am keen to explore new marketing ideas and I have just created a blog for a Saltdean property (http://blog.landandbrandnewhomes.co.uk) and I am already using Twitter and Facebook in provocative marketing campaigns.

‘‘Buying the Callaways brand is an important step for us and already our Worthing office is up and running and we are looking for a high street presence for sales, lettings and new homes there. The internet can generate interest but you need eye to eye contact and that can only happen with a personal presence. Shop front will be important to property for a long time to come.

‘‘We are bringing together different and complimentary skill-sets and team work and there is nothing we will not try; we have a very open management system. Key to the way we work is communication. We manage our businesses and sales by keeping all parties involved at all times.

‘‘Callaways have a completely fresh team but we are maintaining some of their traditions including sponsoring football with BN3 United, City In Bloom and continuing a work experience programme. We like to build on what was working best.

‘‘We are very proud this year to have been awarded Best Estate Agency, East Sussex in the Daily Mail UK Residential Property Awards 2009. Entering gave us the focus we needed to bring the parts of the company together – clarifying objectives and processes. Julie Healy, who has been with the company for ten years, co-ordinated that project.

‘‘Training is also very important to us and making sure the team are fully up to date at all times requires a great deal of attention, especially in lettings where my daughter, Melanie Hilder, is in charge of property management.’’

The company is clearly a family affair and as it approaches its 18th birthday it seems appropriate that it marks an official coming of age.

Callaways Hove Estate & Lettings Agents 59 Church Road, Hove,
t: 01273 735237, f: 01273 820592
Callaways Worthing Estate & Lettings Agents B1 Yeoman Gate, Yeoman Way, East Sussex. BN3 2BD.
Worthing, West Sussex. BN13 3QZ.
t: 01903 831338, f: 01903 820592
www.callaways.co.uk