Swoffers is the most recommended brand in Guernsey’s property sector, according to independent researchers. It was ranked as the top estate agency regarding values such as trustworthiness, quality service, and giving back to the community.
Island Global Research measures the reputation of selected organisations in Guernsey, and it monitors which brands resonate most with residents. In its latest bi-annual report it assessed 75 local companies and organisations across a range of criteria.
As part of this ‘brand reputation index’, respondents were asked which brands they would recommend to a friend, would describe as ‘trustworthy’, would feel proud to work for, and felt positively towards. They were also quizzed on which brands cared about the environment, which ones they associated with ‘good quality’, and which ones made a positive contribution to the local community.
The island’s four biggest estate agencies were among the 75 organisations assessed, and Swoffers came out top in the sector. None of the companies had paid to be included on the list, they were included because of their status as a local brand or because of a strong local presence.
Swoffers director Spencer Noyon said having a well-defined mission, vision, and value statement meant that customers trusted and advocated for the brand.
‘In an island that thrives on word of mouth, this confirmation of how we are perceived is very encouraging.
‘The team works hard to make sure the customer’s experience – over the phone, through social media channels, the website, and in person – is excellent.
‘We always listen to feedback and we’re constantly trying to improve.
‘We also try to engage a lot with the community, for instance through sponsorship and CSR opportunities.
‘All of our corporate branding is very professional, but ultimately the real brand is the one that customers carry round in their mind, so there has to be substance behind the image.’
The online survey took place across April and May, and it included 1,017 respondents. They were recruited in various ways, including from IGR’s research panel and via social media.
A diverse range of people aged 16 plus took part. The results were weighted to be representative of the total adult population by age and gender.
According to the survey, the most recommended brand in the island overall is Guernsey Post. Waitrose took the runner-up spot, followed by Marks & Spencer, the Co-op, and the Guernsey Dairy.