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From Bottle Store To Boardroom

From Bottle Store To Boardroom

Date: 2016-11-25
It has been a busy year for Pamela Naidu (42), Sales and Marketing Director for ID Realty, and it really is the tip of her success iceberg.

Pamela who is launching the Pebble Beach Development in Sibaya this week has over the past 25 years distinguished herself as one of the most dynamic Property Development Marketing Specialists in the country. She currently controls a portfolio of R3.9 billion and with a further R 10 Billion on the horizon.

There is a substantial difference between selling real estate and marketing large scale property developments. The latter requires specific target market identification as well as the implementation of intensive broad spectrum marketing elements. It also demands thorough behind the scenes management and legal administration together with a six-figure marketing budget (around the R6 million per project mark).

Pamela Naidu has, over many years, specialised in and made a name for herself along the sought-after KZN North Coast where she was raised.

"I grew up in the North Coast sugar farming community of Cranbrook Estatewhere my father was a Senior Estate Manager with the Tongaat Hulett Group. Unsure what I really wanted to do with my life, I decided to study a Diploma in Travel & Tourism Management at DUT from 1992 to 1994. It was tough trying to find a job at that time, even with a qualification, so I was left with no option but to take a job for a year in the local bottle store - much to my father's horror", says Pamela.

Her first break into the property industry came in 1995 as receptionist for Ballito Estates under the watchful eye of her mentor Barbara Shingler. Nine years later in 2004 she was head hunted by the IFA Hotels & Resorts/Tongaat Hulett's Joint Venture partnership to start up a holiday rental business within the Zimbali Coastal Resort estate. Pamela first joined as a Rental Administrator and was promoted within one year to Rentals Manager.

"I ran the Zimbali Rentals business for two years under the "Zimbali Lodge" banner. At that time it was being managed by Sun International and this is when I found my true passion for hospitality and sales. I also acquired solid training in theoretical and practical leadership skills, and was soon promoted to Marketing/Rentals Manager," she says.

20 years of hard grind, passion and drive finally paid off and in 2013 Pamela proudly took her first two off-plan developments to the market, namely Zimbali Suites and Ocean Club Zimbali. After she achieved record breaking sales of R900 million she became unstoppable.

Next on her list was the Pearls of Umhlanga where she and her team set a new industry standard with sales figures reaching R 1,2 billion in one day.

OceanDune Sibaya, ID Construction's first development within the Sibaya Coastal Precinct was rolled out in December 2015. She had a 90 % sell out on launch day equating to R765 million in residential sales.

Pamela's personal passion is mentoring and coaching the next generation of property professionals. She implemented training and coaching programs at IFA Hotels & Resorts, which increased the sales output in allareas by 40 %.

23 years have passed since she embarked on her journey from working in the local bottle store and Pamela is currently back in the Boardroom laying down the marketing strategy for her latest project - Pebble Beach Sibaya launching on 26 November 2016.

Pamela has been married for 20 years year to her best friend and pillar of strength, Logan. She attributes her successful business andpersonal life to him, and together they share a common value system based on strong spiritual principles. They have two daughters, Nikaila (18) and Vitasha (16).