A decade of deals: the story of a brokerage that does things differently

When 3Cube Property Solutions opened its doors in October 2015, they were the doors to humble premises the size of a double garage. The space was cramped, noisy and filled with too much sugar and caffeine. It was, however, a space filled with heart and the realisation of a long-held dream for the company’s founders.

Fast forward 10 years and the brokerage now has a strong presence in two provinces and plenty of stories to tell about successful deals, memorable moments and teamwork that goes the extra mile. The Prop Data team sat with down with 3Cube Property Solutions to discuss their decade and their future.

From humble beginnings to a lasting legacy

It took just over a month for the 3Cube team to close their first deal. “It was 1 December 2015 and a moment I’ll never forget,” remembers 3Cube Property Solutions founder and director, Bradley Ho. “The commission cheque wasn’t massive, but to us, it felt monumental. It was a tangible sign that our dream was becoming real.”

Ho explains that in the early days, Property24 and other syndication portals weren’t widely adopted. “Broking was far more organic in those days,” he explains. “It relied on relationships, phone calls and persistence.”

3Cube started with a team of 10 brokers, all learning the ropes at the same time. “Those early days were chaotic,” says Ho, “but they forged the spirit that still defines us: grit, teamwork and the belief that if we support each other, we can achieve anything.”

To this, co-founder and director, Gregory Hing, adds that the most memorable moments from the early days revolved around the team and their early synergy. “I distinctly recall the overwhelming pride we felt after we closed a particularly complex transaction,” he said. “This pride stemmed not just from the fee, but from watching the cohesion of our small team as they collaboratively problem-solved their way through seemingly impossible challenges.”

Right from day one, the 3Cube team has been determined to be more than just another Joburg property brokerage. “Brad and I had recognised a significant industry need: clients weren’t just looking for simple transactions. They needed a company that could act as a trusted, informed extension of their businesses to provide genuinely strategic property solutions.”

The energy was infectious, the camaraderie was working and soon that small garage was no longer big enough to accommodate 3Cube Property Solutions – or its vision for the future.

A company evolution to be proud of

When asked what he is most proud of about how 3Cube has developed over the years, Hing answers with no hesitation. “What we’re most proud of is the calibre and culture of our people. We can’t believe how exceptionally well each individual has achieved,” he says. “Our people are the heartbeat of this business and watching them mature into industry leaders has been Brad’s and my greatest professional joy.”

Ho’s sentiments are similar. “I’ve watched so many brokers change their lives, and their families’ lives, through what we’ve built together.”

“Right now, I feel we’re at a major turning point,” states Ho as the company celebrates its 10-year milestone. “We have the systems, the knowledge and the experience to scale 3Cube into a national business – one that continues to grow while staying true to our culture and values.”

Looking ahead to their second decade, Ho, Hing and their team have big plans. Ho explains that since Cape Town is a deeply relationship-driven market, it takes time to build trust and credibility. “Our approach is to build genuine, lasting relationships that go beyond transactions. I believe that this authentic, people-first way of broking is what will allow us to grow sustainably in the Mother City.”

With regard to the company’s Joburg operations, Ho explains that the aim is simple. “It’s about elevating the quality of our delivery and ensuring that every client interaction reflects professionalism, care and deep expertise.”

The plans don’t stop with Cape Town and Gauteng. “In the years to come, we hope to be operating in multiple cities across South Africa,” says Hing. “But more importantly, we want every employee, client and partner to feel proud to be part of the 3Cube journey. If the next ten years are anything like the last, we’re in for something truly special.”

Making a difference in the industry

It’s abundantly clear that the management team set out to create a company that stood out – both in terms of its internal structures and the service that it provides. To paint a clearer picture of their success, several of 3Cube’s longstanding property practitioners shared their stories and views.

According to Caron Hagues, 3Cube’s success is built on a foundation of mutual support, open communication and shared success. “It’s this foundation that allows us to show our clients and colleagues a firm commitment,” she explains. To this, Denver Jones adds that 3Cube always puts their employees first. “Over and above this, management is continuously implementing the latest technology and tools to better equip us,” he comments.

Jones shares an anecdote that brings the 3Cube client service philosophy to life. “A client was looking for premises that ticked a number of challenging checkboxes. Such a property was not available in their current location, but after meticulous searching and several weeks, I found them ideal premises just 7km from their previous operating address.”

3Cube’s property practitioners regularly prove that they’re not afraid of hard work and out-of-the-box thinking to find ideal premises for each client. They also proved that they won’t let a pandemic stand between a client and their ideal business home. Cassandra Delacovia recalls brokering a deal for an 8,500m premises in Linbro Park during the height of the COVID19 pandemic. “Restrictions on movement made the deal a challenging one,” explains Delacovia, “but the result was uninterrupted operations for our client.”

Cape Town-based industrial property practitioner, Jacques du Toit, tells a story of building design, innovation and the out-the-cube thinking for which the 3Cube team has become renowned. “My client was looking for a property that included a warehouse for manufacturing,” he shares. “The property we had available in the correct location was a building that had office space but no warehouse. We redesigned the property to make it work for them, and simultaneously gave the client the space they needed to expand in the future.”

Another customer-service success story emerging from 3Cube’s relatively new Cape Town contingent is the story of a property sale in Kraaifontein Industria. “The owner had always been open to selling, but their price expectations were continuously steep”,” shares property practitioner Juan Groenewald. “Over the years, I brought them several offers, but none were successful. Earlier this year, I was looking for an industrial property in the area on behalf of a client, and realised that this particular property would be ideal for them. I decided to take another shot, and this time, the purchaser recognised the property’s potential and was willing to pay a premium to secure it. As the old saying goes, there’s a hand for every glove and the deal came together. This reinforced one of the biggest lessons in our business: never give up on a lead!”

Certain lessons are applicable across all spheres of business, and here’s one of them: It’s easier to nurture relationships with existing clients than to find new clients. A longstanding client relationship that 3Cube property practitioner Keegan Govender has built bears testament to this. “Towards the end of my first year as a broker, back in 2017, I brokered a 631 square-metre deal for a client. Since then, I have moved them three times as their business has grown and I’m currently brokering a fourth deal for them. They have become like family.”

Upon hearing these success stories, it’s natural to wonder what 3Cube’s “secret sauce” is. Candidate Property Practitioner Lesley Michael-Thrupp has the answer. “They say when you love your job, it doesn’t feel like work, and that’s exactly how I feel,” she confides. “Everyone at 3Cube is like family and the office feels like home.” Industrial property practitioner, Mario Gualtieri, echoes this sentiment, adding that team spirit is part of the secret. “Everyone is happy to help one another and put in the effort required to get deals across the line.”

“When we started 3Cube in 2015, our goal was to build a brokerage that stood for something real,” concludes Ho. “We wanted to be a company that clients could trust; that operated ethically and that consistently delivered professional, technology-driven service.”

“The key lesson has been to never lose sight of our foundation,” adds Hing. “Every challenge has been a chance to grow stronger.”

The property world, technology and the economy are three spheres that are always changing. As a business, you have to be ready to take on challenges as they arise and there are many businesses across Gauteng and the Western Cape that will attest to the fact that 3Cube Property Solutions has helped with this. Get in touch if you’d like to know more about how they can help your business thrive.