Meet the Go-Getter: Francis van der Schoot (Sales Manager)

Pushing ahead from the start

Francis notices that most of the tension in a project occurs right at the start. In that early phase, very little is set in stone and a plan has yet to prove itself. “People often buy a home that hasn’t been built yet,” she says. “You have to ensure the narrative is correct and that people know exactly what to expect.”

Pushing ahead is crucial at this stage. As a sales manager, she is involved in a project’s development from day one. Together with the developer, she looks at the target audience: who will be living here, how do they want to live, and what do they need to feel at home?

She explains: “Together with the project team, I translate those insights into housing types, floor plans and design choices.” Thus, she represents the interests of the future residents from the start of the development process.

And that focus extends beyond just the buyers; Francis makes a point of looking out for everyone impacted by a project. “Local residents, businesses, local authorities – everyone has their own interests and concerns. If you identify these early on and discuss them, you avoid a lot of delays later in the process.” This may require extra time and energy, but it always pays off, says Francis.

The voice of the buyer

In addition to her role in the development phase, Francis is responsible for the sales strategy of new homes. “You have to think about questions such as: How do we offer these homes? At what prices? Which means do we use? And at what stages do we involve buyers in the project?”

In this process, she constantly liaises with various parties: project developers, contractors, architects, local authorities, local residents and potential buyers. This coordination requires both maintaining oversight while keeping up the tempo. “You have to ensure everyone is on the same page and that buyers know exactly what to expect.”

Throughout the entire process, she keeps a close eye on the customer journey. “I want people to feel comfortable asking questions rather than being left with uncertainty,” she says. “Buying a new-build home is exciting, but above all, it should feel right. It’s a special step in life. It should feel like a bit of a celebration.”

Health as a personal motivation

Eight years ago, Francis made a conscious decision to switch industries. She knew marketing, communication and sales inside out, but project development was new territory. “I made the switch in my early fifties,” she notes. “Many people don’t expect that. But I believe making a change like that is what keeps you sharp.”

Health plays a major role in her life. She wants to remain vital as she ages and builds her lifestyle around that goal. “I notice many people around me becoming ill or less fit, and that really makes you think. That’s why I exercise regularly, outdoors whenever possible, and take good care of myself. For me, it’s all about a healthy mind in a healthy body.”

Part of that is having a social network. “The people around you make a big difference. Colleagues, friends, exercise buddies and neighbours. Doing things together gives you a more positive outlook on life."

Your own space, yet together

Francis brings her personal values into her work. “Health isn’t just about exercise or nutrition; it’s also about social connection. When people know each other, have a chat or do things together, they feel more connected to their environment. That plays a huge role in how happy and vital people feel in their neighbourhood."

For that very reason, she believes it is essential that opportunities for meeting others are included in the design stage of a project. “As a developer, you can foster social interaction. By creating spaces where people easily bump into each other or can do things together.”

VanWonen’s Mekare concept - which Francis is currently developing - is a prime example. In a world in which people are increasingly isolated, live alone for longer, and the housing market tightens, Mekare offers a way of living that’s future-proof. A place of your own, but together with others.

Francis is currently working on the application of this concept in the Bolster new-build project in Zwolle. Communal spaces, a shared garden, a terrace and meeting spots play a central role in the design of this project. Residents can relax together, tend to the garden, or simply have a chat. “The beauty of it is: nothing is mandatory and everything is allowed. You aren’t obligated to do anything, but if you feel like socializing, there are plenty of opportunities.”

Staying employable in the long term

Francis also sees that focus on health and vitality are reflected within VanWonen. “We develop for the healthiest generations, but our own growth matters just as much,” she says. “Staying employable in the long term is a real priority. For example, I am currently taking a course in property development. That’s not something you’d expect, especially at my age.”

She mentions that her son’s reaction sums it up well. “He thought it remarkable that VanWonen is still investing in me. That says a lot. Here, it’s not just window dressing. They genuinely look at how you can stay motivated, healthy and valuable in the company. It makes VanWonen a fantastic employer in my eyes. I haven’t regretted my career switch at all.”

Pushing ahead with the VanWonen approach

For Francis, the standout feature of VanWonen is the way people collaborate. Rather than working in silos and protecting their own interests, the team tackles the project together from day one. For her, this means she is involved from an early stage, sitting down with the project developer, contractors and architects.

This approach keeps things moving: “The preferences from the market are incorporated right into the design. This leads to plans that match what people want and sell more easily. It fosters housing mobility and lets us serve various target groups. It enables us to push ahead and get things done.”

For Francis, pushing ahead means staying on top of things and taking responsibility when something doesn’t go as expected. She isn’t one to let issues linger. “If there’s a problem, you tackle it fast. Instead of letting it fester, you address it head-on and find out what’s needed to get back on track.”

She notes that this demands openness and adaptability. She recalls a situation where buyers had a lot of questions. Rather than letting things linger, the team took a proactive approach. “We looked into what the concerns were and then developed a new plan of action together,” she says. “After that, you can move forward with a clean slate.”

Managing expectations in a slow-moving reality

According to Francis, the biggest challenge in her work is the long lead time of projects. Sometimes, as much as two years can pass between the moment someone buys a home and the moment the keys are handed over. “Permits, legislation and building regulations are making projects increasingly complex and less flexible,” she explains. “As a team, you have to manage that well, because for buyers, that period often feels very long.”

Driven by this, she always seeks ways to keep projects moving forward. By using phased construction or adjusting plans where necessary, a development can often start earlier.

A recent example of this was the adjustment of a project’s range of house types after conversations with potential buyers and consultations with the municipality. “We added different types of housing, which created more affordable options and improved the neighbourhood’s mix,” says Francis. “Because the supply directly met the needs of the target group, there was immediate interest and we were able to move forward quickly.”

Francis therefore places great importance on taking the preferences of different target groups into account. “Starter homes, homes for the elderly, but also specific requests such as a hobby shed or a communal garden. Because I’m involved from start to finish, those preferences can really be incorporated into the plan.”

From concept to completion

For Francis, a project is a success if the residents are happy. “When you drive through a neighbourhood a year later and see people living their lives. When gardens have been planted, children are playing outside, and neighbours know one another. That it turned out exactly as intended.” She recalls visiting residents long after the handover. “What started as grass and mud has become a fully-fledged neighbourhood.”

For Francis, pushing ahead means especially: ensuring that what buyers want is taken into account from day one. This ensures that plans don’t just stay on paper but evolve into living environments that are in demand, where people enjoy living and that actively contribute to the health and vitality of the residents.