INTERVIEW WITH FEMI OSHOFOWORA, CEO, MBRAIZ INNOVATIONS
May we meet you please?
I’m Femi Oshofowora, the CEO of Mbraiz Innovations. We’re a real estate company based in Ogolonto, Ikorodu, Lagos State. We’ve been around for almost 7 years now, and currently manage about 12 estates across Lagos, Ogun, and Oyo States. Since starting in 2018, we’ve helped many people secure properties, and we’re still going strong, making a real impact in the industry
What inspired you to start Mbraiz Innovations?
The inspiration came through the need to proffer solutions to people who have had horrible experiences buying properties. We came to preach that and let people know that there are genuine people in Nigeria who can do real estate business with them with peace of mind. Secondly, I discovered that real estate is one of the ways people can build massive wealth, thereby I have been able to raise a massive number of young people who are now doing well in their businesses with real estate.
What separates Mbraiz Innovations from other real estates?
At the heart of what we do are our core values, our vision, and a mindset dedicated to changing the misconceptions about real estate. We’re passionate about showing people that real estate can be a trustworthy and rewarding venture. Most importantly, we always under-promise and overdeliver.
What are the main goals of Mbraiz Innovations?
I see Mbraiz as one of the biggest brands not just in Nigeria but in the entire Africa
How has been able Mbraiz Innovations navigate through the challenges of the real estate?
We leverage on the relationships we have built with people across the years because we are very intentional about these relationships and they help drive our success. Additionally, we make use of technology to ensure that economic challenges don’t hold us back. In this part of the world, 95% of businesses fail within the first 5 years, and 98% fail within the next 5. But the key to surviving and thriving is learning how to leverage people from those you’re building with and clients at different financial levels. When you combine that with the right use of technology, you can not only overcome challenges but scale your business even through tough times.
You mentioned leveraging technology, what role does it play in the operations of Mbraiz Innovations?
Like I am being covered currently in this interview, it is technology. You need to understand what technological system can work for you because what may work for me might not work for you. You need to look at your quality and social media, it also helps your business to go viral. For us, technology helps us stay connected, manage operations, and reach more people. It’s also key in building our brand, especially on social media because it can help your business go viral and reach a much larger audience.
How do you cater to customers who might not be able to afford high-end properties and ensure satisfaction through the entire spectrum of your clients?
Customer satisfaction is really important to us. What I’ve realized is that most businesses focus heavily on their customers while they’re still prospects, before they make a purchase. Once the deal is done and they’ve converted to paying clients, many businesses look away and move on to the next prospect. However, we take a different approach. We make it a point to stay in touch with our clients even after the sale. We reach out to collect their feedback, learn where we served them well and where we can improve. Our clients also receive our email newsletters and updates, and we make sure to celebrate them on their special days. This has helped build a loyal customer base for us that truly values what we do.
How does Mbraiz engage with the local community even in the current festive season?
One of the best ways we give back to the community is through our Emerge Conference. It’s a platform that has helped a lot of people, including those who were job seekers, to secure full-time employment. Many others who were struggling to grow their businesses have been able to connect with successful individuals across various industries, and now, most of them are doing incredibly well. The conference isn’t just for real estate but for everyone, whether they’re students, in business or career in different sectors.
How does Mbraiz Innovations measure success?
We measure success by regularly evaluating our performance and results. We compare what we’ve achieved to the goals and targets we set, then assess where we are and decide what steps to take next.
As for balancing short-term and long-term goals, we break down every long-term goal into smaller, short-term ones. We also take our yearly goals and divide them into quarterly targets. Each quarter, we review our progress, assess the steps we’ve taken, and check if we’re on track to meet those goals. It’s all about staying focused and making sure we’re moving forward, one step at a time.
What’s your approach to sustainability at Mbraiz Innovations?
When it comes to sustainability, my approach is all about continuous learning and networking. I believe in constant growth, which is why I invest a lot in training my staff. For example, I just completed a training called “Business Sustainability” a famous business coach, where I learned that 98% of businesses fail within the first 10 years. I also realized that a business really isn’t considered to have “started growing” until it hits that 10-year mark. Sustainability is crucial because it’s not just about how much you have right now. You could have 10 billion in your account, but without a solid sustainability system, those billions will disappear in no time.
Talking more about your staff, how do you focus on developing their personal skills to ensure Mbraiz Innovations has the expertise and leverage it needs?
We prioritize training a lot. For example, every Monday, we have personal development sessions for the team. Additionally, whenever there’s a relevant training opportunity related to their department, we make sure they attend. They always come back with new skills and a broader perspective. We also give our team the freedom to make decisions. I don’t impose my views on them because they’re stakeholders too. I share my ideas, but everyone is encouraged to contribute their own innovations, and together, we build something sustainable.
What are the major challenges you have experienced since your inception?
The real challenge isn’t really about staff strength, business knowledge, or the economy, because I make sure to train myself and my team to handle economic challenges in advance. The bigger challenge, I’d say, is funding and finance. The real estate industry has been tainted by many amateurs looking to make quick cash and ruined its reputation. This has made it a bit difficult for those of us who are truly passionate to make a real difference. This is especially true for people in the diaspora who want to invest but are hesitant due to trust issues. Many who have the funds to invest are afraid because they’ve had bad experiences, and that’s a major challenge. It’s something I’m working hard to address, so that people can trust us and overcome those obstacles to invest with confidence.
How do you stay ahead in the very competitive world of Real Estate?
In real estate, it’s crucial to understand the specific path you want to take, because the industry is so broad. You need to become an authority in that area and keep building yourself in that direction. That’s exactly what I do, and I’m very intentional about it. I make sure that the path I’ve chosen in real estate is one I’m fully committed to, and I continuously acquire the knowledge and skills needed to stay afloat and succeed in that field.
How do you ensure ethical business practices, especially when it comes to how your staff interacts with clients?
Every business, organization, or even place of worship has its own set of policies. The key is to establish a strong working system that everyone understands and can follow. As the leader, it’s crucial not to abuse the system or policies in place. We have clear standards that everyone must adhere to, and if changes are needed, I don’t make those decisions alone. I call a management meeting to discuss any changes and review our standards together. We also make it a point to review our standards every quarter to see how they’re performing and to stay updated on current trends, ensuring we’re always evolving and not left behind.
Have there been any instances where you had to let a customer go because they weren’t following the policies you’ve set for your brand?
Yes, this has happened a few times. In real estate, it’s essential to have strong core values, and one of ours is integrity. In this business, you discover that some people get money through questionable means and try to invest them. When someone applies for a property with us, we require their identification, address, and job details, among other document. because this is the standard stated by EFCC to avoid money laundering. Some individuals may try to invest stolen money, and we ensure that everything is traceable to protect the business.
Additionally, we sometimes encounter clients who resist following our standards because they had negative experiences with unprofessional real estate agents in the past, and in some cases, they’re the ones causing issues but just want to move on quickly, using us as an escape. For us, However, the money you want to pay doesn’t count here; it’s doing business the right and legal way that matters.
Are there any challenging or bad experiences you’d like to share?
In almost 7 years of operation, we’ve never had to deal with any court cases, and that’s a direct result of staying true to our core values.
How do you promote diversity and inclusion within your brand?
It’s all about understanding and recognizing that everyone has their own unique strengths. We make sure to place people in departments where they can excel based on those strengths. The head of our head of marketing is a woman, and our head of accounting is a man. We also have women who go to the site, and sometimes, we all head there as a team. It’s about creating an environment where everyone plays to their strengths, no matter their gender or role.
How do you handle the risks involved in real estate?
Wisdom and prayer. Real estate is a high-risk industry, especially because it’s capital intensive, but the returns can be significant. We make sure to do thorough due diligence before making any decisions. This process helps us minimize risks by giving us the right information to make informed decisions with.
How does Mbraiz Innovation maintain financial stability in this economy?
I believe people will trust you with their money when they know you, trust you, and like you. In real estate, if you’re holding on to money and not reinvesting, it means you’re either already set for life or being too stingy. The reality is, once money comes in, it goes right back into real estate. We always have ongoing projects, so when funds come in, a portion is used for day-to-day operations, and the rest goes back into the system for further development. The more you develop and expand, the more you sell, and the more people see you actively in the business, the more they trust you and believe in what you’re doing.
How do you go about building partnerships with other companies?
We approach partnerships in different ways. We have partnership plans for both the organisations and private individuals. Right now, we have over 100 individuals partnering with Mbraiz and we also collaborate with other companies. We currently have an estate in Asaba, which is a partnership deal with a close friend of mine who’s also in real estate.
What words do you want Mbraiz to be known for?
Trust and quality delivery
How do you adapt to the new trends, especially in this Gen Z-driven world?
Every business needs to keep up with trends because if you don’t, you risk becoming outdated. It’s important to carefully examine these trends and choose the ones that align with your brand. Some trends can even harm your brand’s identity if you’re not careful. We also leverage the on Gen Z trends because they are often so tech-savvy. They’re using their skills to help promote the real estate space in innovative ways, and that’s something we embrace.
Any ongoing project?
We just wrapped up an event last month called “Vision 30:30,” which aimed to help 30 people under the age of 30 become landowners. We found that many people over 30 still don’t know how to become landowners, so it was a great success. We were able to help a large number of people achieve this goal.
We also have another event coming up in January called “NYSC” which stands for New Year Sales Corps. It’s a program designed for people who want to earn extra income, boost their selling skills, and make money in real estate an it’ll be launching on January 1st, 2025.
Can you run us through your packages and services?
We offer a range of estates and services. One of our notable properties is Crystalfield, located in Lekki. Right now, we have 8 plots left, each priced at 10 million Naira. However, the price may increase during the first quarter of 2025. We also have properties in Imota, Ikorodu, where we’ve already completed over 120 allocations. These are just a few of the options we provide, and we continue to expand our portfolio to meet the needs of our clients.
Do you look forward to possible government partnership?
If there are good opportunities, sure
How do you measure the impact of your innovations and goals?
We’ve been fortunate to build a large base of satisfied clients across 12 countries, and we measure our success by our level of delivery. We don’t sell what we don’t have, which builds trust with our clients. We also gather testimonials from clients who are grateful for becoming landowners through us. Additionally, we’ve trained several people who have made significant profits, ranging from 300k to 6 million Naira in the real estate market.
One of my goals for 2025 is to help at least 5 people consistently earn between 500k to 1 million Naira every month through real estate. Recently, we had a meetup, and we had a great turnout, especially from working professionals. Within just 4 days, one of them closed a major deal and made a significant profit.
How have you maintained and build your brand reputation?
We’re focusing a lot on social media and plan to invest even more in that space. We’re also looking at working with brand influencers and empower more people. Next year, I plan to train 300 people who will not only help promote Mbraiz but also earn a significant income from it. We’ll also be reviewing our customer relations to make sure we’re maintaining strong connections with them. Ultimately, we want to make sure the world knows that Mbraiz Innovations is here to satisfy.
How do you approach the people you’ve trained? Do you try to bring them into the company afterward?
When we train people, it’s not because we want to tie them to us. If that’s your mindset, you’ll hesitate to train others, and without training, your business can’t grow. We run a program called the Real Estate Millionaire Boot Camp, and we have another one coming up in January. During these programs, people get valuable information about the market and have the opportunity to apply for extensive classes. We also create platforms for them to continue their learning, offering both virtual and in-person training opportunities.
How do you manage your employees’ wellbeing?
If you don’t take care of your staff, they won’t take care of your business. Recently, we introduced a buddy system where staff members are paired up to check on each other’s physical and emotional wellbeing. I also organize giveaways and take timeouts. For example, we had a Christmas party and a holiday break to unwind. As a token of appreciation, I recently gave lands to all my staff members who have been with the company for five years.
Is there anything else you’d like to share?
At Mbraiz Innovations, we’re not just about selling property; we also offering peace of mind
