Founded in 2017, real estate agency ROOF has continued its rapid growth. Its modern and fresh approach to real estate has appealed to both clients and agents, and last year the company strengthened again with 15 agents. Turnover increased by 65% ​​compared to last year, rising from 2.1 million euros to 3.47 million euros. Profit increased by 127% compared to last year.

Ambition, shared values ​​and a desire to disrupt the real estate industry

ROOF was born from the vision of its founders to disrupt and humanize the real estate industry, as well as the desire to provide its agents with the most optimal support services and tools. The exceptional 100% commission model, one of the best in the industry, has helped the agency’s ambitious agents maximize their sales results.

Average sales increased by about 70% from 2019. Transaction volumes also increased by about 58% from 2019 to 2020.

‘‘It has been a pleasure to watch how brokers have increasingly embraced the Roof concept and learned to utilize its support services to manage their own time and generate results. The average sales show that brokers are better focused on sales, and not on anything else.’’ says Niko Koivisto, Roof’s founder and sales director.

Unparalleled service concept

Roof’s special service concept brings professional brokers and modern and unique tools to the Finnish real estate industry. The multi-dimensional offering includes apartment styling and furnishing, listing photos taken by professionals, videos and 3D virtual tours, and versatile and effective marketing automation. Agents also have access to a social media professional who specializes in managing their personal brand, which ensures maximum visibility for the apartments on several different social media channels.

‘‘A furnished apartment is always better than an unfurnished one, because it is visually more impressive and helps the customer to truly see the dimensions of the apartment, but more importantly high quality furnishing also helps with in-person apartment viewings. We also offer styling and furnishing of apartments for rent, that increase the amount of inquiries for each apartment.’’ Roni Porokara, Chairman of the Board of ROOF 

Roof’s comprehensive service concept always includes individual attention to the customer according to their needs – whether they need expert help with selling, buying, renting or investing in a home.

Comprehensive support services bring in results

The personal branding, booking and assistant services developed by Roof enable agents to focus on what they do best – selling. Each agent also has automations in the background for listing appointments and private showings, which effortlessly and regularly work for the agent in the background 24/7. The new personal branding service launched at the beginning of 2021 also gives agents the opportunity to outsource content production to their social media channels.

“We don’t want to lose any potential home sellers,” says Roni.

Our booking service employs two full-time employees and in 2020 it generated approximately 1,200 procurement visits directly to the calendar for brokers. The growth compared to 2019 was approximately 66%. In addition to booking, effective lead generation has yielded results in the form of 450 sales deals, and leads received through the website alone have grown by 168% since 2019.

Work-life balance

Roof continuously invests in developing well-being at work, which is reflected in better employee performance and results. Comprehensive support services also enable a better balance between work and leisure, as they ease the agents’ own workload, for example in the area of ​​customer acquisition.

‘‘At Roof, we strongly believe that well-being outside of work and at work go hand in hand. We invest in ease at work and at the same time encourage people to break away from it and focus on themselves. Last year, every Roof employee received Oura rings to make it easier to monitor their own well-being.’’

Roni Porokara

Safe brokerage and rental

In order to make an apartment a safe investment, finding a reliable tenant is essential. The company’s comprehensive rental brokerage service includes a professionally styled and photographed apartment with high-quality marketing, which increases the visibility and attractiveness of the properties. In addition, the rental guarantee offered by the rental brokerage service and the rental brokerage guarantee contribute to the creation of a smooth and safe tenancy.

The rental management service offers customers hassle-free real estate investing. ROOF handles everything from the rental of the apartment and takes care of the necessary contact with the tenant.

Roof also responded quickly to the exceptional times caused by the coronavirus last year, and digital services were expanded, including by offering the option of remote assessment visits. Participation in on-site viewings required the use of masks and strict hygiene, to protect the health of both agents and customers.

New area of ​​focus: plots and developer services

Last year, the company expanded its services to include the sale of plots and old properties. Determining a suitable sales price requires close monitoring of statistics and the market, so the easiest way to turn a plot suitable for construction into money is to offer it to Roof. Through the our extensive network of contacts and partners, customers can ensure easy and fast transactions.

The goal of the new developer service is to successfully complete each project in cooperation with the customer. Roof has several different plots and, if necessary, can also find the right plot for each customer, from single-family house plots to apartment building plots and unzoned land.

Teksti: Mikaela Laukamo, ROOF, copywriter.