As the Mad Butcher is to meat and Michael Hill is to jewellery, Mike Pero is the high profile and literal front face of the companies he started - mortgage broking and real estate. Now his name is on a main street shop in Kerikeri.
Considering there are eight real estate brands employing 68 agents in a town of just over 6,000 people, it could be a demonstration of the old Western dime-novel phrase 'this town ain't big enough for the two of us'.
Harcourts in Kerikeri have recently hired four new agents so when their training is finished that will increase the number of licensed real estate agents in the town to 72. Their territory includes Paihia and Kaikohe.
But back in 2007 there were nearly twice as many as this and Mike Pero hasn't actually added to the number of agents. The three involved with Mike Pero Real Estate - Dougal Wealleans, Norman Lloyd and Angela Stimson Lloyd - all came from Barfoot & Thompson a few doors down the road.
Mike Pero hasn't reached his business heights without being savvy and it's not as if he doesn't know the place already. In the eighties as a pilot with what was Mt Cook Airlines he flew a Piper Chieftan in here on scores of occasions - in one year as many as one hundred times - before graduating to bigger planes with Air New Zealand and flying elsewhere. He regularly flew John Carter back into town with Carter sitting in the co-pilot's chair which probably isn't allowed these days.
In 1990 Mr Pero started the mortgage broking business in his home town of Christchurch which, with 50 franchised offices, has become the largest such franchise in the country. Three years ago he announced he was moving into real estate and a week later, the February earthquake struck. While it halted the home selling industry in its tracks in Canterbury for a time it has now bounced back.
"Some say (starting a real estate company) was about time, that we're a breath of fresh air and someone needed to keep the others honest and all those clichés but I didn't think the general public would switch over to a new brand so swiftly. I guess I shouldn't be surprised because our pricing structure will give an average Northland vendor a saving of between $3000 and $5000 against other national brands."
Should competitors be worried? Of those approached for comment most were reluctant to do so. Pete Hendl from Real Kerikeri says there are two marketing positions to take; either the lowest price or differentiating services.
"The latter is the position REAL have chosen. We are neither the cheapest nor the highest-priced provider of real estate in Kerikeri but we do believe we offer the best value."
Kerikeri wasn't directly on Mike Pero's radar until he was approached by Norman Lloyd. Apart from their real estate backgrounds, both have a strong interest in motor racing and, in the end, Mike Pero says his decision to go ahead with these directors was largely based on gut feel.
"It's like a date but we knew they were doing well and are enthusiastic and committed."
The honeymoon period isn't yet over and as competitors are watching how the partnership will play out, so too are many others in town. There's a certain novelty value associated with the new kid on the block.