A look behind the scenes at the sales of Upgrade estate

Describe your job in three words.

Many people think sales is always the same, but that is absolutely not the case. Every day is different, every conversation is different. I genuinely enjoy my job. That’s largely because of the company itself. Upgrade Estate is a fantastic place to work. There’s also a real rock ’n’ roll vibe, both in my work and within the company. So, if I had to describe my job in three words: diverse, fun and rock ’n’ roll.

Can you take us through a typical day in sales?

Describing a typical day is tricky because no day is ever the same. In fact, a whole week gives a better picture of what we do. A week consists of a mix of phone calls, video calls, online meetings, and face-to-face appointments, both at clients’ homes and at our office at Upoffiz - Loop5.

We also regularly organise events for clients. My favourite is the Open Gardens, which was recently back on the schedule. Keynote events are also common.

In short, there are plenty of client touchpoints. At least once a week, you have direct interactions like this, supplemented by meetings with prospective clients, which can take place physically or online. That variety makes the job very dynamic.

Why is the Open Gardens one of your favourite events?

It’s unique because we only organise it every two years, unlike keynotes or open days, which happen more often. Then there’s the setting: it’s simply phenomenal. Everything comes together: the client interactions, the atmosphere, the location… It really remains my favourite event.

How would you describe the clients’ mood on such a day?

Open Gardens always takes place on a Saturday, so people are naturally more relaxed. You also notice that they feel part of a genuine community. They feel privileged to be there and truly appreciate it. People are genuinely very grateful.

Not many other developers organise events like this. How do you feel about that?

Other developers do host events, but usually in connection with a new project. We do that too, with our housewarmings, but for us it goes much further. Upgrade Estate is built on the idea of community, that’s our philosophy. As our co-CEOs Nele and Koenraad always say: real estate is the setting for us, not the goal. So, it makes sense to me that we organise these moments. It’s so deeply embedded in our DNA that it almost seems natural, even though it isn’t.

What kind of clients have you met?

They’re very diverse. The difference between an online meeting and a face-to-face appointment at someone’s home is significant. What we have noticed is that online appointments have increased a lot in recent years. In the past, we visited clients at home more frequently, but now they’re completely fine doing everything online. They even feel the personal touch through the screen.

Our clients are spread across Belgium. Most come from East and West Flanders, which makes sense as we’re based in Ghent. In those regions we’re well known, but our reputation is also growing elsewhere. We’re now active in seven Belgian cities.

There’s also a wide age range. I have younger clients, and sometimes you’re surprised that they have the resources, but it’s possible. On average, clients are between 45 and 60 years old, but that’s not a strict rule. That variety makes it even more interesting.
 

You basically do a road trip through Belgium every day. Is your car your best friend?

My car is a mobile office. So yes, there are definitely days when you spend a lot of time driving. It varies day by day, but sometimes the mileage adds up.

This is particularly true if we have a project in for example Hasselt or Mons. Naturally, there are more people from those regions showing interest. If you have one or two appointments scheduled there, you’re often on the road all day. But I don't mind that, that's part of it. The nice thing is that we can schedule meetings flexibly to avoid peak traffic, which makes it much more enjoyable.

Do you enjoy driving around?

It depends on the day. Sometimes I think: not today, especially on busy days without much of a break. Lunch then becomes a quick stop at a petrol station. That’s less fun, but fortunately it doesn’t happen every day. We have no routine at all, unlike other jobs. You need to be aware of that: either you enjoy it, or you don’t. For me, it works perfectly.

Why does it work for you?

I dislike routine and wouldn’t function in a job where I wake up and already know exactly how the day or week will unfold. I love unpredictability, unexpected encounters, surprises, and the idea that every day looks different.

How would you describe the team atmosphere?

Our team is fantastic. I think that’s largely due to our distinctive organizational culture. Either it matches, or it doesn't. You'll notice very quickly.

Of course, we’re very competitive and driven, which makes sense for sales profiles. We’re also highly communicative, so we speak things out quickly and tensions rarely arise. Everything is on the table. That’s why we’re very close, even outside work. We see each other privately too. It’s nice to be able to say colleagues also become friends. That makes coming to work feel less like an obligation, it’s just genuinely enjoyable to be here.
 

It’s nice to be able to say colleagues also become friends - Ellis

You’re often on the road. How do you still feel that competitiveness within the team?

A concrete example: we have trophies. Once a month, they are awarded to the highest monthly revenue, the yearly leader, the most appointments and so on. So yes, the competitiveness is there. 

Are there other characteristics of the team?

We’re a small team, especially considering the size of the company. For such a large organization, our sales team is relatively small. But we’re extremely driven. So, if you want to fit in, ambition and drive are very important.

Why is working in sales at Upgrade Estate so great? Selling Upgrade Estate’s product?

It’s more than a product. We don’t sell bricks, we don’t sell in the traditional way. I’m not even a real estate agent. What we offer is quite unique. And knowing you have a company you can fully trust, a reliable player in the sector, is indeed a privilege. 

We have many returning clients, people making second, third, even further investments. Sometimes when we launch a new project, they join blindly without knowing the exact location, simply because they trust us so much. Being on the road in this way is very rewarding.

What gives you the most satisfaction in your job?

The one-on-one contact with clients. I used to work in development, with lots of meetings and interactions with various parties: governments, private partners, etc. I no longer do that. Now it’s one-on-one with the client or prospective investor, which I really enjoy.

It’s hard work and demanding, but very rewarding. Sometimes I have a busy day and feel tired before a fifth or sixth appointment. But that very conversation energizes me. The one-on-one client contact gives me great satisfaction. Also, the company and colleagues, the immediate team and everyone at Upgrade Estate.

What do you love about the brands you sell (Upkot, Upliving, Upoffiz)?

I’m a fan of Upkot, that’s where we started years ago. But I’m also a big fan of Upoffiz, especially the Upoffiz - Loop5 project, where Upliving and Upoffiz are combined.

It’s great that we could sell a project in which the company itself also rents. That was the case with Upoffiz - Loop5, now our headquarters. Then you realize what you’re saying in a sales meeting is real. The community exists, and the Upoffiz coaches are present daily and always approachable.
 

I can only sell something I 100% believe in and at Upgrade Estate, that’s easy - Ellis

What are you proud of?

I’m proud of many things. First and foremost, the company, what I go out and sell. When I applied, I said: “If you’re looking for a salesperson, don’t hire me, because I’m not a salesperson.” I can only sell something I 100% believe in and at Upgrade Estate, that’s easy.

I’m also proud of our founders, Nele and Koenraad, for sticking to their vision and philosophy. I believe that’s why we achieve the results we see today.

I’m proud of our team. The results a small team can achieve, the atmosphere within the team and more broadly within the company. Personally, I’m proud of making the right choice to work for a company like Upgrade Estate. So yes, I’m proud of myself too.