In the spotlight with Dani James

Property Reporter caught up with Dani James, Chief Executive at Premier Places.

Related topics:  In The Spotlight
Warren Lewis
30th March 2015
Dani

1. Why did you get into the property industry?

To be honest, I fell into the industry. I was viewing properties in and around Worcester with my brother and I got to know Premier Places through that process. I ended ended up joining around four weeks later, dealing with landlord accounts and chasing late rental payments. 11 years later I am the agency's chief executive and haven't looked back. I love it, possibly more than ever.

2. What does Premier Places do differently?

We mean it when we say that customers are at the centre of our business. We have a team of specialists who have specific roles in each area of our letting and property management services. This allows every last detail to be prioritised and dealt with effectively. We've built a culture where the customer is king and always will be.

3. A lot of people seem to think there is no real difference between a landlord and a letting agency, what do you think?

I'd disagree with that. Good, experienced letting agents can add so much value for both tenants and landlords. Through an agency, tenants can get peace of mind that all arrangments are being handled professionally on their behalf. And with landlords, it's all about stripping out the hassle for them by helping manage their property or portfolio. It's the small details that make all the difference and what makes a good, effective agent stand tall.

4. Are you expecting a rush of 'silverlandlords' due to the recent changes in pension law?

Last year, when the changes were orginally tabled by Whitehall officials, we talked alot in the media about the possible impact. Property has been a sound investment for many people and the buy-to-let market has a spring in its step at the moment. Having access to pension funds could make a property investment a far more interesting proposition for people who perhaps have never contemplated it. It's a potential game-changer without a doubt.

5. What are your predictions for the year ahead?

Worcester is buzzing at the moment and the growth just keeps coming. More businesses are investing in and around the city and that's obviously attracting professionals and families. But there's also a rich mix of high street brands and independent shops popping up. I can only see those trends continuing. Our transport links, history and the semi-rural lifestyle make Worcester an exciting propostion for people and the tourist market - but especially for students who are flocking to the university in huge numbers. That's helped attract more landlords who want to invest in student properties. I think that during 2015 we will see more.
 
6. What advice would you give a prospective first time landlord?

Do your maths.Being a landlord isn’t always plain sailing so people must be sure to have a contingency plan. Ensure you've researched the costs involved, the likelihood of repair bills and think what would you do if a tenant doesn’t pay on time. Also get to know what’s expected from you and the laws surrounding letting your property. Speak to your local letting agents as even if you don’t wish to pay for full property management service they are there to help - with most offering a bespoke service.

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