ELITE AGENT Issue 08 Dec Jan 2016 [FULL] by Elite Agent

HITTING A HOMERUN PAGE 16

5 WAYS TO IMPROVE YOUR CONVERSION RATE PAGE 20

THE ART OF STORYTELLING PAGE 54

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Issue 08 Dec/Jan 2016

eliteagent.com.au | epm.eliteagent.com.au SAMANTHA MCLEAN – Managing Editor samantha@eliteagent.com.au MARK EDWARDS – Commercial Director mark@eliteagent.com.au JILL BONIFACE – Sub-Editor editor@eliteagent.com.au TARA TYRRELL – Feature Writer HERMANSYAH ASRORI – Web Master newsroom@eliteagent.com.au CHORUS DESIGN – Art Direction/Design thegoodpeople@chorusdesign.com INDUSTRIE MEDIA - Feature Photography and Video industriemedia.tv

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Some opinions expressed in Elite Agent Magazine are not necessarily those of its staff or contributing editors. Those opinions are reproduced with no guarantee of accuracy although Elite Agent Magazine endeavours to ensure those opinions and comments are factual. Our subscriber list may sometimes be made available to relevant brands who might be of interest to our readers and from time to time we may be in touch to inform you of new Elite Agent products and services. Please visit eliteagent.com.au/privacy for details on how we collect and use your personal information. Please email subscriptions@eliteagent.com.au if you would rather not receive these communications. © Elite Agent Magazine 2015. All rights reserved.

2 ELITE AGENT • DEC-JAN 2016

Contents Regulars 006 EDITOR’S LETTER 008 READER PROFILE Simone Ryan 010 UPFRONT News from the Community 024 BUSINESS DEPOT John Knight 026 HEALTH SCIENCE Emily Schofield 028 MINDSET CORNER Jet Xavier 030 MARKETING Attila Kovacs

031 THIS WORKS FOR ME Todd Lucas, Fletchers 032 CHAMPIONS Barry Plant and REISA 2015 winners 058 AGENT PROFILE Sue Robertson, RE/Max Baffle Creek 064 THE HOME STRAIGHT Mark McLeod

First Person 014 FOCUS ON THE FUNDAMENTALS Peter Hanscomb 016 HITTING A HOMERUN Josh Phegan 018 ALMOST FAMOUS Geoff Grist 020 5 WAYS TO IMPROVE YOUR CONVERSION RATE Tanja M Jones 022 HOW TO STAND OUT ON THE GLOBAL STAGE (Pt II) Jason Hellyer

Cover Story 034 PLAYING TO WIN Kate Strickland

Elite Agent 033 PRODUCT REVIEW Deposit Guaranteed 038 V ENDOR MANAGEMENT: COMMON KNOWLEDGE, NOT COMMON PRACTICE Claudio Encina 042 30 BUSINESS BOOSTING IDEAS FOR 2016 048 FROM BELL RINGER TO MASTER AUCTIONEER Barry Plant 050 12 WAYS TO IMPROVE YOUR MARKETING with LJ Hooker’s top team 052 CONFIDENCE, CHARISMA AND COURAGE Tony Williamson 054 THE ART OF STORYTELLING with Tracey Spicer 056 O N THE INSIDE: LEARNING FROM THE MASTERS OF TECH with

48 4 ELITE AGENT • JUL-AUG 2015

Andrew Coronis

FIND THE ELITE

JOBS Instead of advertising your next role on a generic job site, advertise on eliteagent.com.au to an audience of real estate industry professionals. Every job posted up until 31 January will also receive an exclusive Elite Agent A4 Compendium as our gift to you. Visit eliteagent.com.au/realestatejobs for more info or contact us on (02) 8231 6669

EDITOR’S LETTER I CAN’T BELIEVE I’m writing this year’s Christmas message already, but here it is. How quickly has this year gone, and what a year it’s been! A definite highlight of 2015 for me happened last month when I managed to bring home the Editor of the Year (Business) award at the national Publish Awards. For me it was pretty unexpected, but Jill, my subeditor, had placed a bet pretty quickly and firmly on the fact that we would bring home the trophy. And the bet was that if I did win she would be allowed to ‘turn the tables’, so to speak, and interview me. No question off limits.

“I will never know how close I am to it [success] if I don’t turn the corner. I will always take one more step; if this doesn’t work I will take another and then another. One step at a time is not so very difficult.” I agreed pretty quickly, thinking there wasn’t much chance because we had only been publishing for a year and really we were thinking more about putting Elite Agent and Elite Property Manager on the publishing map. So when they announced my name in front of about 400 of the publishing industry’s best, I was genuinely surprised, delighted, thrilled and then so nervous that I almost forgot to kiss the guy who presented the award, hoped like crazy that I wouldn’t drop my

trophy or fall down the stairs while shaking all the way back to the table. The rest I can’t remember much, thanks to both my husband and Derek and his team from Future Sources (who do all of our mailing), although the headache I had the next day says it was a pretty good night. The next day in my inbox, quick as a flash, was a list of interview questions from Jill. Thankfully she went pretty easy on me. But her questions did make me think a lot about how we got here, with not one but two magazines in the short space of 12 months and now a major award for the ‘pool room’. That same day, with a nice cold bottle of water and some Panadol in tow, I was also privileged to meet up with Josh Cobb from Stepps to discuss the 2020 report and the future of real estate, and as a bit of a preamble he asked me some similar questions to Jill to kick off the chat. The obvious question: how on earth did I dare to start a print magazine in this digital age?

(Lisa Messenger – I know how you feel now!) Second question people always ask me is, how scary is it to go out on your own and do something new? The answer to the first question applies to you as much as it does to me. Different people like different things and like to be spoken to in different ways, and we know (thanks to all the people who did our Reader Survey) that everyone still likes to pick up a magazine. Some folks like to read the Fin Review, some people like to read the Telegraph. Is one better than the other? That depends on personal taste – and that’s the point. This issue is a marketing special, and the prospects you want to speak to are probably in many different places and are bound to like different things. One size does not fit all. So the overriding piece of advice I can give you is to provide multiple channels of communication to and from your business, so that you can connect with different prospects who like to

PS Thank you to everyone who sent emails and cards (and this pic!)

6 ELITE AGENT • DEC-JAN 2016

communicate in different ways. Second question: How scary is it to go out on your own and do something new? Very scary. But it’s also where the biggest rewards lie. In the words of Og Mandino, author of the bestselling book The Greatest Salesman in the World: “Life’s rewards appear at the end, and not the beginning, of the journey. There is no way I can foresee how many steps it will take me to reach my goal; I will perhaps meet failure at the one thousandth step and yet success will be there, hidden behind the last bend in the road. I will never know how close I am to it if I don’t turn the corner. I will always take one more step; if this doesn’t work I will take another and then another. One step at a time is not so very difficult. I will persevere until I succeed.” And that has been my overriding thinking this whole year. A simple one foot in front of the other. Now I’ve learned to embrace my fears as well. I acknowledge I’m scared but I also think, ‘This is good’. This is the time of year when traditionally everyone sets goals for the New Year, or re-evaluates existing ones. I’m also a big fan of the extra one per cent theory, which Anthony Cardinale speaks of in Elite Property Manager this month; Manos Findikakis also refers to it here in the Business Boosting Ideas story on page 42. It’s a well-known principle called the ‘science of marginal gains’. They say if your goal is really big then focus on one per

cent improvements that don’t take much trouble or effort. But keep making those small incremental improvements and all of a sudden you end up with a sizeable result. So if you are not a big goal-setter (and that’s fine, some people aren’t), make a small improvement each day and you will be a long way ahead of those who forget what their goals were by February. Now back to Jill. For her first story she did an admirable job of the article called ‘One More Step’ (if you’re wondering how we pick cover agents or make behind the scenes calls on various things it may make interesting reading! It’s on eliteagent.com.au.) So much so that I thought it might be a good idea for us to swap jobs again, and I offered her the driver’s seat in the Marketing Matters story in Elite Property Manager, while I sat in the proofer’s chair. And she did an awesome job on that too, so I do hope that writing more will be one of her goals in 2016. Just as using the right quotes and responding to emails more promptly should definitely be a couple of mine! From everyone at Elite Agent and Elite Property Manager, we wish you all the best for the season and a happy, healthy and prosperous 2016.

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READER PROFILE

ENTREPRENEURIAL SPIRIT Simone Ryan is the Principal of Moneybags Property in Brisbane. An entrepreneur who loves a challenge, she decided to move into real estate via the financial services sector. Simone also recently stepped into a different role as guest reporter for Elite Agent Magazine at the recent REIQ Summit. Tell us about your local area and market. I live south-west of Brisbane in the booming shire of Logan. Things are going ahead so much here that people are willing to drive over an hour to get to work in the city to enjoy the amazing lifestyle that comes with West Logan; spacious living on a good sized piece of land. What motivated you to get into the business of real estate? My finance clients. I am a finance broker in my Moneybag Finance business; some of my clients were begging me to do sales, as they couldn’t find anyone they trusted to take care of them. So I decided that I would start a real estate business. I smashed out my principal’s course in a week, doing the online version, and here I am today. What have been your biggest challenges in your career so far? One of the most difficult things has been finding similar people to myself to talk to about business and entrepreneurial matters. I’m quite innovative and will always find a solution to any problem or issue, but finding motivated people who also thrive on challenge and innovation can be a challenge in itself!

8 ELITE AGENT • DEC-JAN 2016

Who or what inspires you? I don’t really have an idol that I regularly look to for motivation in my business life. I idolise some popular, well-known entrepreneurs, but I don’t follow anyone religiously. I would hate to let my clients and myself down though, so I just dig deep and keep on going. In your briefcase right now is… I have a business handbag, not a briefcase! I always carry my green notebook, Swarovski pen, my mobile phone, a power pack charger (comes in handy for everyone!), debit cards, keys, keys and more keys, and lipgloss.

“I’m quite innovative and will always find a solution to any problem or issue, but finding motivated people who also thrive on challenge and innovation can be a challenge in itself!”

Tell us about something you love or couldn’t live without. I love my husband Tony, and my pooch, Holly the Pomeranian, who’s just turned 13. I couldn’t live without either as they give me unconditional love, support and happiness.

based file storage is heavenly! Pun not intended.

What is your must-have piece of technology? I respond promptly to all enquiries, questions and clients, so I love having access to communication 24/7 with instant receipt of emails, calls and so on. I‘m known to email at 2am or answer a call at 6am. Also Dropbox – cloud-

What was it like writing for Elite Agent Magazine at the recent REIQ Summit? I found it fun and I was honoured to be entrusted with the task. I always take plenty of notes, so I was really happy to have a purpose for them! Sharing with people made it all worthwhile.

What are your goals for the next 12 months? I have specific goals around referrals, as 90 per cent of our business comes from referrals. I also want to enlist my Business Development Manager fulltime as opposed to part-time. Looking at the bigger picture, I want to start the process of expansion through a second main branch.

UPFRONT

LEARN FROM THE BEST – VISIT ELITEAGENT.COM.AU

Breaking the Internet A couple of Jellis Craig agents proved once and for all that if you get it right traditional marketing is no match for technology and social media. Matthew Lockyer and Andrew Keleher literally “broke the internet” by using a drone indoors to take some spectacular footage of one of their prestige listings in the Yarra Valley which was viewed more than 320,000 times. “We started with the thought that the property is an amazing property,” said Matthew Lockyer, one half of the listing duo. “We thought the only way to get massive coverage for this property was to create a great video. Luckily the house has very high ceilings, so this allowed us to fly a drone right through the inside of the house by sliding it through the front doors, and out the back doors and then off the balcony. It was quite an amazing video, and makes the viewer feel as though they are flying through the home.” The video was viewed by potential buyers in more than 20 countries including the UK, New Zealand, the US, Dubai and China. The eventual buyer was from overseas and found the property through these social channels. “We had 10,000 views in the first 24 hours on that video,” says Lockyer. “Traditional media has its place, but if you can create something that is going to go viral, money can’t buy that sort of publicity. Social media works.” To read more, visit eliteagent.com.au. 10 ELITE AGENT • DEC-JAN 2016

Property Market Report Letterbox Droppers In a competitive market, it’s often difficult to stay connected with your target audience. How do you set yourself apart from your competitors so that your name stays top of mind with a potential vendor? One method is to become a reliable and consistent resource of market information to attract the qualified buyer and retain their interest in your brand. Printforce can help with our property marketing letterbox droppers, which offer both a source of relevant market information and a versatile means to build your profile, all in a small, cost effective package. With various templates and styles available, simply choose from a range of graphs and statistics that are available, tailored to your area – or supply your own. The friendly team at Printforce will do the rest and create a professional letterbox dropper that is informative and eye catching. The

information can be updated easily the next month or quarter, meaning agents can provide the same, but updated, information to their target audience time and time again. The beauty of the Property Market Report Letterbox Dropper is it’s compact size and simplicity. Newsletters can be difficult and time consuming to coordinate. Often there’s a fine line between providing too much information and just the right snapshot of information to pique a response and ensure a higher retention rate. Printforce will source the information on your behalf and convert it to a simple, easy to read, layman’s perspective of key market factors whilst also ensuring that your corporate design is upheld and your profile is featured prominently. Visit printforce.com.au for more information.

Lawlab launches national conveyancing partnership program

and resulting in a lack of visibility and control for clients. “We take a fresh approach to conveyancing and property law, working with accountants, agents and mortgage brokers in a modern way that takes the hassle out of the process and delivers the greatest value and service to property buyers and vendors. “With massive digital disruption on the horizon we believe all agents must very quickly bring their relationships online or risk being bypassed entirely. Lawlab provides the digital tools you need. “We’ve been getting great feedback from our 5,000 real estate and finance broker partners, who can spend less of their valuable time on administration and more on customer service while providing their clients with a better conveyancing experience.” Ewan Morton, Managing Director of Morton, Sydney, said, “Lawlab is an industry leader that specialises in technology and process innovation to support clients. As the director of a busy real estate agency, I appreciate the benefits offered by Lawlab’s smart collaborative approach to conveyancing.” To find out more about Lawlab’s partnership program, get in touch with the team at one of their capital city offices around Australia by calling 1800 529 522.

National legal property services specialist, Lawlab, has announced a new referral program to reward the growing number of Australian real estate agents helping their clients secure a property sale or purchase better, smarter and faster. Gone are the days of endless emails, phone calls, meetings and paperwork to secure a property transaction – Lawlab uses the Rundl property network to streamline communications and approvals for the entire conveyancing process and a range of other fixed-fee legal services. “Buyers and sellers love our simple, secure and collaborative approach to property law,” Ian Perkins, Managing Director of Lawlab, said. “Our firm has been a conveyancing specialist since it began in regional NSW back in 1899. We recognised the clunky property transaction process hadn’t evolved much in the last hundred years, with communication challenges between multiple service providers causing unnecessary delays

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is required. If your Vendor Paid Advertising is to be paid from settlement proceeds, we can provide an Advertising Advance once the sale is unconditional. There are no upfront establishment fees or lock-in contracts. The fees are based on the amount advanced and the term and are paid on settlement. The Advertising Advance facility is easily set up, with a one-time application and is then available to use as agency principals may like; principals determine when they might require the funding, which can happen any time after a contract has gone unconditional and prior to settlement. It is possible to have multiple Advertising Advances at any one time. To find out more about how Express Commission can help visit expresscommission.com.au.

Say hello to the future of open for inspections Domain and Homepass have formed a new partnership that will make it easy for real estate agents to deliver a seamless customer service experience at property inspections. The partnership unlocks an agent’s Homepass account, linking it to their Domain listings and transforming their smartphone into the ultimate customer interaction and lead generation tool. Agents can quickly register all visitors at their inspections with a few taps on their mobile, and consumers will soon be able to check in instantly via their Domain app. Visitor data can rapidly be sent to Australia’s leading CRM platforms – improving the ease and accuracy of data capture and enabling agents to grow their customer base, send documents to interested parties on the spot and connect with buyers after the fact. The system also allows for streamlined two-way engagement with sellers. Agents can update their vendor instantly with post-inspection snapshots sent from their mobile. Beyond the clear time savings, Homepass gives agents the allimportant edge for securing new listings. Damon Pezaro, Domain’s Chief Product Officer, says the partnership 12 ELITE AGENT • DEC-JAN 2016

helps link real estate agents with Domain’s growing mobile audience. “Homepass is a key lead generation tool used by many agents to heighten the level of customer service that they can offer buyers and house hunters at open inspections. Given Domain’s fastgrowing mobile audience – more than four million app downloads and up to 70 per cent of our traffic – we’ve simply made it easier for agents to connect with active buyers. “Together, we are creating the ultimate tool for agents. By syncing their Domain listings and Homepass account, agents will automatically get details of buyers checking in via their Domain app at open for inspections. From there they’ll be able to send personalised messages and follow-ups.” To join the list of key launch agents, contact your Domain Account Manager or call 1300 799 109.

How to give yourself a 78 per cent better chance of achieving your income goal in 2016 The New Year is traditionally a time for goal-setting to keep your business and your sales team on track for the year. And if you want a better chance at achieving your set goals, studies have proven that writing your goals down means you are 42 per cent more likely to achieve them. Better still, telling a friend what your goals are greatly increases this probability to 781 per cent! You could even go one better than this, as most coaches will tell you that having your goals somewhere visible, where you can see them every day, again increases your chances of succeeding. And that is where your CRM system can help keep you accountable and on track for the year ahead. “Seeing your goals right there in front of you each day can be a big motivator,” says Eddie Cetin, CEO of Agentbox. “That is why we have created some easy to use dashboards within Agentbox so that you can personally track appraisals, listings and sales versus the targets that you’ve set for yourself, or your principal has set for you. You can see different views of how you’re tracking against your goals or budget. Sales managers and business owners can also access this information for their team’s overall performance quickly and easily to see how the business is performing against target.” How do you set goals for activities? Cetin says it’s about knowing what your personal ‘strike rate’ or percentage ratios are. If you can use your CRM to track these metrics you can then reverse engineer the types and numbers of activities you need to complete to hit your goals. “If you can easily track your contacts, appraisals, listings and sales then you can also easily figure out the levels of activity you need to be completing to reach your goals. If the activity is not there, chances are the result won’t be there either,” says Cetin. “Specifically, how many calls does it take for you to get an appraisal? How many appraisals turn into listings? Once you multiply these out by your average sale price and commission rate you can easily get an idea of how many contacts you need to make in the first place to reach your income goal. “Then get those numbers into the system and track every contact you make. You need to nurture your database. That will not only keep your database up to date, which is another crucial factor for success, but it’s also going to motivate you to keep going when you need it most.” For more information about Agentbox visit agentbox.com.au. Dr Gail Matthews, Dominican University, California

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FIRST PERSON

Peter Hanscomb

Focus on the fundamentals

WHAT CHALLENGES ARE in store for 2016 and how should you

meet them? Peter Hanscomb of Belle Property says you need to deliver on core values and building lasting relationships.

IF YOU WANT to be a

successful agent over the next 12 months, you’ve got to focus on the key fundamentals of your business. Forget about whether the market is going to change or not – change is inevitable. Building relationships based on trust and integrity should be the key focus, now more than ever. Although 2016 may offer up challenges, the market will run on, more stock will enter the marketplace and buyer demand will fluctuate. Stop focusing on what you can’t control; instead, focus on yourself and the service you provide to clients. Keep on track with your business plan and your desire to be the best you can be.

OUR BUSINESS IS ABOUT PEOPLE The most important thing an agent can do in any marketplace is build relationships. You need to get out there and form relationships from the front line. The agents who sell more real estate are those talking to more people. This comes back to how you create contact with people. Are you getting more stock on the market, which in turn sees more people through open homes? Are you working past contacts and old open home books? Are you optimising social media networks effectively?

14 ELITE AGENT • DEC-JAN 2016

Forget about whether the market is going to change or not – change is inevitable. Building relationships based on trust and integrity should be the key focus, now more than ever.

It’s not about wearing the best suit or driving the flashiest car. It’s about working harder to build respectable relationships within the community; that’s what will get you noticed. Become the expert within your core business area, then develop the relationships you have to a higher level. People will want to talk to you if you add value, provide expert advice and genuinely care. They will look to you for their property needs and believe that you are their acting advisor.

IDENTIFY OPPORTUNITIES IN THE MARKETPLACE Work harder, work smarter and understand how to create true market relevance within your marketplace. Market relevance is when you make the consumer’s top three when they’re shopping around looking for an agent. If you’re not market-relevant then you miss out on listing opportunities. I recently attended an REA Customer Study Forum in San Francisco where I had a wonderful opportunity to see Google and Airbnb in action at their headquarters. We explored a number of innovations that gave me greater insight into the digital disruption debate. My biggest takeaway from this experience is that in our industry you can’t replace people and you can’t replace trust with people. If agents were dealing in small-dollar transactions then digital disruption would be evident, but in real estate we are dealing with large assets

and for this people require trust and communication. The discussion reaffirmed my views on the importance of being involved in a number of digital platforms, allowing agents to broaden the channels in which they touch people and create relationships. At Belle Property we are always looking at new technology and different digital platforms to leverage how we operate in business. Our industry is at the forefront of a digital world and it’s all about efficiency. However, it’s very important to remember it should never replace your relationships or reduce the level of customer service you provide, and this is what I’m constantly reiterating to the Belle Property network.

PLAN AND VISUALISE THE YEAR AHEAD My advice for the next 12 months is to get fixed on your plan and visualise the goals you want to achieve. The key is to keep it simple, ensure your mind and body are healthy and strong, avoid non-dollar productive distractions and focus on people and the customer service you offer. The same priorities apply for Belle Property; we’re focusing on our people. Developing and recruiting key people into our business and broadening the level of support we provide the network means they can focus on their key business fundamentals. We want to create the best possible real estate environment in the country, both internally for our network and externally for our valued clients. I see a number of significant changes for our organisation and for the industry as a whole; it’s about constantly innovating to find new ways to align with our community and to grow meaningful connections with people. Peter Hanscomb is the CEO of Belle Property.

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FIRST PERSON

Josh Phegan

Hitting a homerun JUST AS BASEBALL’S Sandy Koufax was known for his

devastating curveball, many a vendor has been known to create a tricky situation as a result of a challenging question. Josh Phegan explains how to smash your vendors’ ‘curveballs’ out of the park. FOR THE unprepared agent,

a listing presentation can quickly become a minefield of ‘should haves’ and ‘would haves’ when vendors take a cut-throat approach to selecting their selling agent. To succeed at the listing presentation, agents need to be armed with a heavy bat in order to knock those curveballs out of the field. Over the years the agents I coach have consistently come to me for solutions to the top questions vendors pitch at them. Here’s a list of those tricky curveballs and how to smash them.

PRICING For the large majority of vendors, price is their top concern when looking to sell their property and deciding who they sell it through. No one wants to undersell; everyone wants the best price possible. Inevitably, vendors will quiz their would-be agent on what they think they can sell the property for. The trouble is vendors, agents and buyers often have very different price expectations. The key to smashing this particular curveball is to explain to your potential vendors how each party determines the ‘right’ price. Sellers manifestly work to a ‘cost, spend, need’ equation, where they analyse what they paid for the property, add on what they have spent in

16 ELITE AGENT • DEC-JAN 2016

terms of renovations and then consider what price they need in order to achieve their next property goal. Buyers, on the other hand, inescapably want to secure a property for the lowest possible price. They form their view of what a property is worth based on their attendance at other open homes, recent sales in the area and the perceived competition for the house they’re interested in. Yes, it’s the agent’s job to mediate the selling price; but before they can do that they need vendors to select them as their agent. Agents decide price based on their market knowledge, and in order to convince the seller they are the right agent they need to be able to back up their market knowledge with social proof. They should come armed with price evidence, such as three properties similar to the vendor’s that are currently on the market and three recent sales.

MARKETING Everyone is economically driven and no vendor wants to pay more for marketing than they have to. It’s the agent’s job to show what kind of marketing would be ideal for their vendor’s property and why. But rather than taking the hard sell approach, my agents have found it best to lead the horse to the dam to drink. The best way to do this is to

sell large, medium and small marketing packages, explaining what each one contains and why it works. It’s also important to link specific marketing pieces with specific buyers to show that marketing really does work.

FEE In the absence of differentiation, everyone shops on price. If you don’t stand out and stick in a vendor’s mind for the qualities you bring to the sale, they will line you up against other agents and pick the winner based on price. Some people see good value in a Kia, while others prefer a Ferrari. You’ve got to show why the Ferrari is going to cross the

The truth is all agents look the same unless they know how to pitch to their vendors’ needs and desires. The pitch should be all about the vendor, not just about you.

finish line first every time. Show vendors that you’re a safer option than your competitors, that you have a strong performance record, that you can sell either off-market or with your prestigious brand, that you can ease the pressure on them with a tailored campaign and that serving their needs is your top priority.

WHY YOU? The truth is all agents look the same unless they know how to pitch to their vendors’ needs and desires. The pitch should be all about the vendor, not just about you. Winning agents know how to differentiate themselves from their competitors in a way the customer cares about. The key is to go tactical and show them competition for a recently sold property through the bidding record, or prove buyer interest through open home attendee lists. SALE METHOD Vendors consistently worry about the different sale methods’ current success rates. Rather than pushing a particular sale method onto a vendor, listen to what they feel comfortable with. Take a softer, more negotiation-style approach and try to lead the vendor to the best sale method, rather than drag them kicking and screaming. Ask them whether they have a preference for auction or private treaty. The key is to get the listing exclusively and at the right fee, and not lose a listing based on how you approach the method of sale. Josh Phegan is a high performance real estate speaker, trainer and coach to some of the best agents and agencies around the world. For more information visit joshphegan.com.au.

FIRST PERSON

Geoff Grist

Almost Famous

THEY SAY IT CAN take anywhere from six months to six years

to become known as a trusted real estate advisor. But who has time to wait? Geoff Grist shares some personal marketing and branding strategies that can set you head and shoulders above your competition.

BE KNOWN FOR SOMETHING Anyone famous is famous because they are known for doing something. In this business it’s better to be known for doing something good than the alternative. What can you do to generate a positive spin that makes vendors want to hire you? Let’s start with prospecting. Everything you do should be considered as some type of prospecting activity – and I don’t mean prospecting by making endless phone calls. Every activity should be peoplebased, creating opportunities for you to meet people, not prospects. Start by making yourself known as a community volunteer who also happens to be in real estate. Join a community networking group, be on the committee of the Chamber of Commerce, join a men’s shed, deliver meals on wheels, volunteer at monthly market day, assist at the annual fun run, and

generally offer to help at every opportunity. I have done all these things and can tell you that if you become known as someone who is prepared to lend a hand then business will naturally follow.

OPEN HOMES These are great opportunities to showcase your professionalism and demonstrate that you go the extra mile. We all smile and take names, but can you answer any question about the home before a buyer asks? If you are not the ‘expert’ on the home you are selling, who is? Have your homeowner list and detail everything about their home in advance so you are in control. If you are confident and an authority, people will listen to you and remember you. As well as the glossy brochure, I offer a full specifications list about every aspect of the home, plus a neighbourhood summary including parks, schools and bus routes. About half of the buyers who

It’s not about the business you will get today; it’s about building your business for the future. People will notice and remember you if you make it more about them than you. 18 ELITE AGENT • DEC-JAN 2016

inspect at open homes also need to sell; are you the agent they would hire to represent them?

FAMOUS FACES We all remember a picture better than we remember a name, so you are more likely to become almost famous by incorporating a great photograph of yourself in your own marketing material. But be sure the photo looks like you do now, not from ten years ago! You need a great head and shoulders photo for all your marketing activities, so pay a professional photographer to take a shot that represents you for who you really are. Then use it consistently on websites, memberships and even the back of your business card. Make it a location shot; get out of the office and into the community, and don’t forget to smile and have a little fun on your way to becoming almost famous.

SPONSOR SPORT Every community has a variety of sports activities that need sponsors to be able to operate, and that’s your golden opportunity to step in and help. Kids play soccer, rugby, league, touch, let alone nippers, surf lifesaving and even baseball. I sponsor AFL and Junior Hockey and we have our logo on their uniforms, plus it’s great exposure to be the guest speaker at the annual awards. Growing families need bigger homes, so you are a natural fit; if they know you and like you then they will call you. I also sponsor a lawn bowling club and the croquet club, where the members are older people in large houses who are looking to downsize. Become their trusted supporter by helping them out, not by helping yourself. It’s not just about throwing in some money; you should have an interest in the club and its

open homes to thank buyers for inspecting, or movie tickets or a car wash voucher to my best prospects after an inspection. It’s not about the business you will get today; it’s about building your business for the future. People will notice and remember you if you make it more about them than you. The exciting part is you never know who you may help along the way.

members, as you are going to need to spend some hours getting to know people and letting them get to know you. It’s a two-way street that beats cold calling hands down.

RANDOM ACTS OF KINDNESS We all remember people who make us feel better for meeting

them. Don’t go home without doing something for someone that they will remember. Offer to carry groceries to the car, buy a coffee for the person next to you, or take the time to stop for a chat with someone you have seen before but never spoken to. Or take it to the next level; I give out free coffee vouchers at

CHARITY BEGINS WITH YOU We are in the real estate business; we help people move house and yet there are thousands of homeless people who are looking for shelter on a day-by-day basis. So instead of putting a photo of yourself on a billboard, become known as someone who helps others in need by supporting a charity that feels right to you. I support Backpack Beds for the

Homeless and donate a bed for every appraisal I do and every home I sell. Actor Richard Gere recently dressed as a homeless man on the streets of New York and was not recognised by a single person, because no one took the time to stop and ask, ‘Are you okay?’ So on your quest to become almost famous, start with a generous spirit and give generously; then others will recognise you as the real estate agent who makes a difference wherever you go.

Geoff Grist has spent the last decade selling residential real estate on Sydney’s Lower North Shore for Richardson & Wrench Mosman/Neutral Bay. He is the author of Sold Above Market giving potential vendors the information they need to sell for the best possible price.

eliteagent.com.au 19

FIRST PERSON

Tanja M Jones

5 ways to improve your conversion rate IT IS A WIDELY HELD belief there are two types of agents:

those who focus on the transaction, and those who see the opportunity for human interaction. To convert more leads to listings it’s rapport that opens the door, says Tanja M Jones. THE REAL ESTATE game,

much like any other commission-based business, can be a tricky one for our stamina and our state of mind. It’s not easy navigating those tough months when you’re not hitting your targets or are off track in your yearly results. We’re prone to become reactive, panicky and to operate from scarcity when times are challenging. It is during these times that we often slip into survival mode and start focusing on getting an outcome to pay the bills, rather than looking at how we can be a prolific problem-solver and serve our clients.

Finding and keeping a new client can be one of the hardest and most expensive aspects of any business. What amazes me is the number of agents who have low conversion rates for the listing presentations they are currently doing. This means many agents have done the hard yards to get into numerous living rooms but are not converting, and are therefore missing the opportunity to service the clients they are seeing right now. Of course, vendors can be either ready to sell now, enquiring for the near future, seeking a current valuation before they renovate or simply interested in

knowing how much their home is worth, as well as numerous other reasons. However, it is your ability to get truly interested in the clients’ ‘why’ that enables you to demonstrate how you are the one to make it happen. Whilst I have been intrigued by how many agents are experiencing low conversion rates, I am not surprised. Having recently received extremely poor service both as a vendor and a buyer, I have come to realise that agents, with all the very best intentions, can simply fall into one of two categories. The ‘transaction agents’ don’t take the time to get to know their potential client. They simply

go through the motions, focus on getting a result, stick to their scripts without building rapport and are always trying to move the client forward. They take a rejection personally and don’t stay in touch with the lead if they don’t get an instant result. The harsh reality for many agencies is that it is not only the agent who is judged negatively; the entire brand is impacted and this, unfortunately, leaves many agents painted with the ‘they’re all the same’ brush. That is something I am keen to disrupt. On the other hand, the ‘human-interact agent’ experiences higher conversions because they do not associate failure with being a failure. They stay in their lane and don’t lose momentum by comparing

We’re prone to become reactive, panicky and to operate from scarcity when times are challenging. themselves to others who are winning. They appreciate the art of success, replicate those who do well and remain humble and hungry in the process. They are all about the client. Here are my five keys to help you convert more listings.

SHIFT YOUR DEFINITION OF SELLING When going to a listing presentation, instead of focusing on closing the deal shift your attention to opening relationships. Take your awareness off selling anything and get interested in what I call the Engagement Equation: Connection + Solving Problems

20 ELITE AGENT • DEC-JAN 2016

= Adding Value. As international real estate legend and coach Tom Ferry puts it, “People can smell commission breath”. Have your client feel that you are completely over there with them, genuinely interested in their desires and keen to understand their challenges or concerns. Once you have fully achieved this you can shift into articulating how you can deliver this in the least amount of time and with the most amount of efficiency.

HAVE A SERVICE STATE Many communication specialists and NLP practitioners say that communication is made up of seven per cent words, 38 per cent tonality and 55 per cent physiology. This means you are communicating

more than you think. If in your subconscious mind you are distracted by the thought of getting a result so you can get paid that month, you can bet the vendor can feel it. They won’t know what it is exactly; they will simply feel a disconnection with you and that you are self-focused rather than service orientated.

BUILD RAPPORT AS SOON AS YOU WALK IN THE DOOR The best sales agents do this well. Rapport is all about matching and mirroring the vendor. If they are walking fast and have high energy, match it; if they are meek and mild, replicate it. If you are speaking with a couple who have different energies, subtly navigate and imitate the difference without being overt.

PUSH THE SELL TO THE SIDE When you sit down with the vendor to begin the conversation, visibly push aside your listing presentation material and collateral and authentically lean into the conversation. This demonstrates that your number one priority is to connect, not simply to go through the motions and the checklist of actions. Once connection is established and you have asked all your questions, you can then reflect what they have said and ask for permission to share a bit about yourself. For example, ‘I can hear that you are keen to sell in the least amount of time and that you really want minimal disruption to your dynamic working family life.

Are you happy for me to show you how I can achieve this for you?’

TRUST YOU KNOW YOUR STUFF Have faith in all the training that you have had to get you where you are right now. Trust that you will know what to say when the time is right and stay in the conversation with the vendors. Finally, try on a pearl of wisdom from Mother Teresa and ‘lose yourself in the service of others’. Tanja M Jones is a Leadership, Mindset and Peak Performance Specialist. Her clients are usually real estate COOs or GMs who want up to 40 per cent more time to grow their business. For more information visit tmjcoaching.com.au.

* CPD Points are approved by RTO 21687 BPG Training Pty Ltd

12 CPD Points for NSW agents, online, in your own time, from just $89 eliteagent.com.au 21

FIRST PERSON

Jason Hellyer

How to stand out on the global stage (PtII) IN THE SECOND PART of his series, Jason Hellyer shares his five

partnership strategies can level the playing field for smaller agencies looking to break into the Chinese market.

I THINK IT’S fair to say

that 30 to 40 years ago the local independent agent generally dominated the real estate landscape on their patch. The brand, hanging on the shingle above the door, was for the most part their name, such as ‘John Smith Real Estate’. If they got in early, they may have nailed ownership of a region by calling themselves ‘Northern Rivers Real Estate’. Either way, the independent local agency was the reputable ‘go to’ agency for most consumers in the district. Fast forward to 2015, and how things have changed! If you take a macro look at Australia’s real estate market share data, national and international franchise brands

22 ELITE AGENT • DEC-JAN 2016

now dominate. And when you drill down into smaller regions, even in regional Australia, the big brand market share domination trend continues. So why is this? Today’s real estate marketing is now driven by technology and strategic partnerships, with big brands generally having the capacity to bundle and deliver both. When it comes to industry technology, well-funded and well-resourced franchise brands have had the jump on smaller independents. However, with a raft of affordable ‘out of the box’ real estate applications like MyDesktop now freely available to all, this big brand advantage is no longer the listing dealbreaker it once was.

The larger brand’s access to state, national and international networks does remain as a point of difference that sways the vendor’s decision-making process in favour of the bigger brand. Their perceived ability to tap into pools of ready-made buyers through partnerships and networks in far-flung lands is enough to convince the vendor to sign up. With China dominating Australia’s inbound investment landscape, I’ll share with you five partnership strategies. When pitted with the larger brands they will level the playing field, enabling you to compete and stand out on the global stage. Australia’s Gemtree Wines

story is a brilliant example of how alignment with the right mainland Chinese partner can fast-track success in the world’s largest consumer market. Twelve months ago I was fortunate enough to secure Andrew Buttery (CEO of South Australia’s Gemtree Wines) as a guest speaker at several agribusiness investment seminars I coordinated in Beijing and Shanghai. Andrew explained to the audience how Gemtree’s partnership with Mr. Song Yuangang (Chairman of Sichuan Taifeng Group) changed his business. “Prior to the joint venture, Gemtree was only a contract client of another winery; but following Mr. Song’s $30 million investment in 2013, Gemtree purchased the winery, went on to build a cellar door, tripled staff numbers and, more importantly, tripled turnover and production,” Andrew told the audience. He went on to say, “The partnership with Sichuan Taifeng Group is the most important development we’ve ever had and probably will ever have.” The capital investment delivered by Sichuan Taifeng Group made a significant difference to Gemtree’s Australian operation, but the partnership also provided the additional benefit of access to China’s consumer market.

HOW DO YOU IDENTIFY THE RIGHT CHINESE PARTNER IN A COUNTRY OF 1.4 BILLION PEOPLE? There’s no simple answer to this question. However, based on my personal experience (and anecdotal stories from others) here are a few strategies that will help you on your way.

LEARN FROM OTHERS My first contact with Gemtree Wines was through participation at a function coordinated by the

Australia China Business Council (ACBC) in Sydney. Since joining ACBC, I’ve found ACBC members are happy to share their experiences, both good and bad, provide advice and recommend contacts that will help get deals done.

TAKE A LOOK FOR YOURSELF Travel to China to check out the opportunities for yourself. In the first instance build your initial visit around an exhibition or event that fits your industry sector. If you pinpoint the right event you’ll hit pay dirt in terms of the networking opportunity with people and organisations that can help you get to market. Conversely, if you get your event selection wrong it could be a costly and frustrating exercise.

Follow a philosophy of ‘friendship first, business second’ and you’ll do well when working with Chinese partners.

START SMALL AND MAINTAIN FOCUS It would take an incredible marketing budget to reach China’s 1.4 billion people, all of whom are spread across a country that is nearly two million square kilometres larger than Australia. Focus

your time and effort in one or two first- or second-tier cities, gain some traction and build from there.

DO YOUR DUE DILIGENCE Once you’ve narrowed your field of potential investors or partners, take time to research their credentials and suitability as trusted and long-term partners. Your due diligence may uncover candidates moonlighting as sector experts who are in reality merely agents with little or no experience acting on behalf of others. As Andrew (Twiggy) Forrest said in a recent interview, “there are way too many middle-men in China”. Mr Forrest went on to say, “We counted 19 between paddock and plate in our exports into China.”

HAVE PATIENCE Follow a philosophy of ‘friendship first, business second’ and you’ll do well when working with Chinese partners. There’s no rule book that determines when courtship ends and business starts, but in this dance I let my Chinese counterpart take the lead. I regularly see transactions evolve over 12 to 18 months. However, in the very successful Gemtree Wines transaction, the deal took more than two years to complete. I’m sure Andrew Buttery and his Australian team at Gemtree Wines would agree that the wait was well worthwhile! Jason Hellyer is Sales and Marketing Director of Let’s Go (Australia), a Chinese agribusiness portal that connects Australian agents with Chinese investors.

eliteagent.com.au 23

Business Depot John Knight

Sales staff pay-packets: What’s working? Enquiries regarding commission splits have well and truly jumped in the last couple of months. Many commission arrangements reset on 1 January each year, so now is a good time to reflect on the effectiveness of your current commission structure to drive your strategic objectives.

UST WHEN I thought I

had seen it all with commission splits, another variation comes up. It seems the options are endless when it comes to sharing profits, and motivating and rewarding your team. First and foremost, when reviewing the splits on offer make sure you are comparing apples with apples. Comments like ‘Johnny across the road is on 60 per cent’ should be taken with a grain of salt until you understand all components of the structures within that particular office. The most common variables with a remuneration structure for sales agents include: 1. Commission rates 2. Inclusive or exclusive of super 3. Thresholds for bonuses or rate increases, usually expressed as Gross Commission Income to the office 4. Debit or credit retainers 5. Base wage 6. Percentage of what? – 90 per cent is common within franchise groups But then you have the less common variables, like: 7. Fixed bonuses – quarterly and/or annual 8. List versus sell splits 9. Payable on settled or written sales

24 ELITE AGENT • DEC-JAN 2016

10. Capped super – maximum required guaranteed contribution 11. Independent/Conjunctional Agent options 12. PA wages contribution, or part thereof 13. Quarterly or annual thresholds 14. Marketing allowance 15. Consumable allowance 16. PM referral fee splits 17. Threshold indexation 18. Timing and impact – for example, performance in one quarter impacts the rate applicable in the next quarter 19. Funding and recovery of VPA and/or non-VPA 20. Marketing/BD levy – more common with independents 21. Fee per contract, sale or listing 22. Profit share 23. Share of team commissions Altogether, we have 23 potentially different variables within commission structures – and that’s before some of those other ‘deals’ commonly agreed to on the spur of the moment. So what is a fair commission split? It of course depends on the level of performance and the level of risk each party assumes in the relationship. I take a fairly pragmatic view to commissions. If the principal is taking more risk in the arrangement, they should

benefit from a greater share of the upside. In practical terms, this means a lower than average split paid to the agent if they have the luxury of receiving a wage or retainer. However, if an agent is willing to back themselves and go on a commission-only basis then they should be entitled to a greater split of the gross commission to the office. Irrespective of what variables are agreed between the principal and the salespeople, both parties should focus on the average rate of commission (ARC). Your ARC should include, in my mind, everything that is part of the commission structure: superannuation, wages, retainers, PA support cost and so on. This way we can draw meaningful comparisons. I usually express an office ARC as a percentage of 100; the business owner then knows their business formula and can

make smart decisions on the go. I have seen an ARC as low as 40 per cent and as high as 65 per cent. There is no one-size-fitsall when it comes to commission structures. You need to focus on the value you provide as an employer; your brand, reputation, support, training, credibility, mentoring and so on. In my experience, I would suggest that the more typical range of ARC is between 50 and 56 per cent. Below 50 per cent there tends to be a lot of support to the agent; above 60 per cent you generally need to be a big-volume business. That doesn’t mean it can’t work at either end of the range; it just needs to match the value provided and the strategic objectives for the business. Of course, different locations have different competitive forces that also need to be taken into account – the Gold

When reviewing the splits on offer, make sure you are comparing apples with apples. Comments like ‘Johnny across the road is on 60 per cent’ should be taken with a grain of salt.

Paying your team more when they contribute more is not a bad thing! Focus on the incremental profit contribution by each team member and each additional sale, and you will be surprised how much it simplifes the process. Coast, for example, tends to pay higher splits then Melbourne – but then the average sale price in Melbourne is higher too. Remember, paying your team more when they contribute more is not a bad thing! Focus on the incremental profit contribution by each team member and each additional sale, and you will be surprised by how much it simplifies the process.

TIPS FOR PRINCIPALS REVIEWING THEIR COMMISSION SPLITS • Focus on Average Rate of Commission; I usually express it as a percentage of 100 to make it comparable. • Staff mix is key. Where will your team sit? • Every dollar counts – focus

on incremental profits. • Culture is still king, and splits should reflect the culture you are striving for. • Have one transparent structure; avoid confrontation by clearly communicating the structure applicable for everyone. • Minimum performance expectations at each level. Use performance benchmarks to determine when agents graduate to a higher level. • Remember the acronym K.I.S.S. - keep it simple! • Avoid bracket creep with automatic indexation, where thresholds can be indexed annually against something like average house prices • Expected. Good. Great.

Determine thresholds for rate increases and/ or bonuses based on expected, good and great performance. • You want to pay your team more: if it is a good commission structure, everyone should win.

TIPS FOR SALES AGENTS • Make sure you are comparing apples with apples: know the variables in different offices. • What other support are you provided? For example, brand strength, training, culture, team support – these should all be taken into account. • Culture is still king. Commissions are only a small component of the mix.

• Of course, the different states all have their own rules on the mandatory commission and remuneration requirements, especially for newbies to the industry, and these must be taken into consideration.

John Knight is the Managing Director of businessDEPOT, helping businesses of all shapes and sizes achieve their goals. For more information visit businessdepot.com.au. If you need help to review your commission structure, revise your structure to better achieve your strategic objectives or just want to benchmark your ARC to others, businessDEPOT can help with a Commission Review engagement.

eliteagent.com.au 25

Health Science Emily Schofield

Is your environment doing you damage? It’s time for New Year’s resolutions and most people around the end of December will resolve to lose weight with exercise and diet. While these are the cornerstones of achieving a good body composition, there are other factors which you should take a look at to make sure your hard work pays off. Emily Schofield explains.

AT STORAGE is a

reflection of an individual’s nutrition and hormones. Hormone assessment and management is key in achieving the swiftest and best result, whether your goal is fat loss, muscle gain or just general improvement of health and wellness. I have found after working with many people that everyone has room for improvement, and everyone is different. If you are keen to kick off the new year with a weightloss goal, you need to figure out where your biggest problems lie. The top five causes of people being overweight or obese may surprise you. They are: 1. Malnutrition 2. Sleep disorders 3. Oestrogen management 4. Stress 5. Wrong forms of exercise. Something I always discuss with my clients is toxicity or oestrogen management, as it is one of the leading causes of weight gain here in Australia. While you may think of oestrogen as a female only hormone, it also refers to hormone-disrupting chemicals in the form of pesticides, plastics and xenoestrogens associated with toxicity in the human body. Absorption of these chemicals is linked with fat storage and can hinder an individual’s ability to attain optimal body composition

26 ELITE AGENT • DEC-JAN 2016

no matter how good your diet and exercise program are.

BEWARE OF HIDDEN PESTICIDES In Australia we allow the use of some pesticides that have been banned all over the rest of the western world. When you consume toxic foods and the body’s natural defence system can’t get rid of them they are stored in the fat cells. Some of the most sprayed crops

you consume 30 micrograms of plastic in that coffee. If you drink three coffees per day, that adds up to around 6.75 teaspoons of plastic per year that you consume just from your coffee cups alone.

DO YOU KNOW WHAT’S IN YOUR SHAMPOO? The term xenoestrogen refers to manmade or ‘foreign’ oestrogens. Xenoestrogens such as phlatates, parabens

Minimising your use of plastics will also help you reduce your toxic load. include strawberries, spinach, kale/collard greens, apples and grapes. Since these fruits and vegetables have thin skins, they are more easily contaminated and therefore if not organic can contain nasty chemicals.

MINIMISE PLASTICS Minimising your use of plastics will also help you reduce your toxic load. I encourage my clients to use stainless steel or glass water bottles rather than drinking out of plastic bottles. Another common source of plastic ingested, particularly in the corporate world, is takeaway coffee cups. When you put a plastic lid on top of a steaming hot cup of coffee, it is estimated

and carcinogens can be found in commonly-used skincare products, as what goes into them is largely unregulated. Individuals working in certain industries such as painters, dentists, radiologists and auto mechanics can also be more likely to come into contact with toxins and heavy metals. Xenoestrogens play a big role in relation to fat storage in the legs. The average person detoxifies around 500 chemicals per day; the rule is if you smell it, you have to detoxify it. Minimising your exposure to xenoestrogens is cancer preventing, better for your health and will help you stay lean.

TIPS TO REDUCE TOXICITY 1. EWG.ORG – This website is a fantastic resource. The non-profit Environmental Working Group ranks cosmetics containing chemicals with known or suspected health risks. Products are ranked from one to 10 depending on their toxicity. You can also find lists of all the safest products to use. 2. Eat organic – Avoid eating foods that have been sprayed by pesticides, fungicides and rodenticides by eating organic. 3. Ditch the plastic – Switch from plastic bottles and containers to glass or ceramic. Avoid heating or microwaving foods in plastic containers; at high heat BPAs and phlatates can leach out into food. 4. Support detoxification – Excess oestrogens have to be detoxified through the liver. Assist this process by making sure you get plenty of fibre. I wish you luck with your health goals, whatever they may be in 2016. Emily Schofield is an Exercise Scientist, having completed a Bachelor’s degree in Sport and Exercise Science. She is a Personal Trainer at Vision Personal Training, North Sydney. For more information visit visionpt.com.au/studios/ north-sydney.

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Mindset Corner Jet Xavier

Your personal revolution Jet Xavier explains how a personal revolution can be the catalyst that’s really needed to bring about lasting success.

HAVE MANY agents

and principals around Australia coming to me who are realising the way they have done things in the past will not work in the future, and that who they are now will not be enough for who they need to be in the future. I do not believe in self or personal development any more for creating success in life and business. I believe in personal revolution and selfconfrontation for growth and evolution. Any time you want things to be different in your life and business it requires you to change. If you change then your business will change. Those who stay stubborn, proud and ignorant, who refuse to grow, are the ones who will struggle and never reach the heights of success. The biggest issues that I coach agents and principals on are not how to prospect, list or sell, or how to run a successful

team. The biggest issues are the reasons why they are not doing what they know they should be doing and why they are not creating the success they want. You need to look inward for change. You need to confront yourself and the things you do that hold you back, slow you down, create speed humps, get in the way and create resistance.

A personal revolution is a forcible overthrow of the current non-resourceful system you are using in favour of a new one; an overthrow of your thinking, attitudes, behaviours and non-resourceful practices. 28 ELITE AGENT • DEC-JAN 2016

A PERSONAL REVOLUTION FOR CHANGE IS DIFFERENT TO PERSONAL DEVELOPMENT A personal revolution cuts through all the fluff and bubble and pump-up-the-tyres motivation. It gets to the heart of what is stopping you from being successful. It forces change at a deeper level. It can often be brutal, as you have to face yourself and the excuses you are making. A personal revolution is a forcible overthrow of the current non-resourceful system you are using in favour of a new one; an overthrow of your thinking, attitudes, behaviours and non-resourceful practices. A personal revolution allows you to cross the line, to lift your game and take things to another level. FOUR STEPS TO A PERSONAL REVOLUTION FOR TRANSFORMATIONAL BUSINESS AND LIFE CHANGE 1. Realise that you are what needs to change, and be ready and prepared to start a radical revolution within. You need to be ready and serious about change. You need to be ready to make sacrifices on many levels to allow room for change. You need to make a decision to do what it takes to address the issues that stop you from being successful. 2. Sit down and write out all your strengths, repeated mistakes and non-resourceful beliefs

and behaviours. Out of this group, identifying your repeated mistakes is important. You need to address what mistakes you keep making and start working on these areas. Then look at the nonresourceful beliefs and behaviours behind these repeated mistakes and change them. 3. Ask others to give you feedback. Other people’s feedback is important, because you can’t see the spinach in your teeth or your blind spots that others can. Ask those close to you what repeated mistakes they see and what behaviours and attitudes you have that are not resourceful for success. Listen to this feedback and apply it. 4. Create a change accountability list and take action. This list is everything you have been made aware of that you need to change about you. Show this list to your partner, friends, mentors, coach, your team members and managers. Make yourself accountable for change. Then take massive action for change and stick to it. Remember, if nothing changes then nothing changes!

Jet Xavier is one of Australia’s leading Mindset Coaches for real estate sales professionals. For more information visit jetxavier.com.

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Marketing Attila Kovacs

3D real estate listings – the new norm? Would you have ever thought photos and floor-plans might one day become obsolete? Real estate videos, aerial drones and project visualisations have all been adopted over recent years to give agents the competitive edge. Now 3D scanners have also opened avenues for vendors and buyers to experience property in new and exciting ways.

D SCANNING is a

new approach that has already taken the US market by storm by engaging more buyers and ultimately winning more listings. The interactive link gives potential clients access to a tangible product that they can interact with at their leisure. This leads to an exceptional level of engagement and more views per listing than the standard media can provide in the same level of detail. 3D scanners give potential buyers a first-hand experience by allowing them to immerse themselves in a property with a few clicks of the mouse or a swipe of the screen. To break it down simply, the new 3D technology scans a house room by room to create a virtual walk-through of the property. The 3D tour is uploaded online and enables anyone to view the listing from their desktop or mobile browser via the provided link. Within seconds, viewers can switch from a real-life view of the floor-plan and drop into any room to explore the property from front to back. 3D scanning provides the most realistic way to experience a property online. The interactive pathways mean the viewer is in the driver’s seat; parents can now determine the view from the kitchen to the lounge or back yard to keep an eye on the

30 ELITE AGENT • DEC-JAN 2016

kids, while international buyers can walk through a property as if they were experiencing it first-hand. The perceived risk and doubts as to hidden faults in 2D floor-plans and photos may one day be erased, as 3D scanners will no doubt work toward providing an unequalled level of buyer confidence. A key benefit for your future prospects is the convenience that 3D scans bring. The rushed chaos of Saturday open homes means your buyers are restricted by imposed time limits on each property, but a 3D rendering allows a potential buyer to fly through the space with full control in a first-person perspective. Vendors are granted the freedom to spend as long as they want exploring the property to truly appreciate its features and visualise their own furniture in those spaces. With unparalleled efficiency, the scanner calculates interior dimensions with pinpoint accuracy while simultaneously capturing the objects, colours and textures of every room. In just under an hour, a 3D model of the scan is produced. The scans are exact to the inch (metric update is coming soon), meaning a vendor has the ability to pinpoint any measurement in the entire property. Effortlessly clicking from point to point will give an instant reading. There will be no more need for followup inspections, fumbling with a tape to check whether a buyer’s

Within seconds, viewers can switch from a real-life view of the floor-plan and drop into any room to explore the property from front to back.

furniture will fit in the space. One of the challenges many agents experience in listing and selling houses is time management. Maximising every minute of the day is what helps to separate a good agent from an outstanding one. There is a never-ending list of calls to make, emails to answer and new leads to chase, but by dealing with more qualified buyers at open homes these lists can be effectively cut down to interested parties who will not be wasting your time. In an increasingly digital age where advancements are almost a daily occurrence, there is increasing demand by

potential buyers and sellers for better information to be delivered more efficiently. 3D scanners are already making a huge impact with vendors, but the possibilities are yet to be fully realised; for example, these scans are even being used in real estate videos with the X-ray effects of external video footage transitioning into internal 3D. The question is: are you ready to embrace the new virtual real estate world?

Attila Kovacs is the Managing Director of Industrie Media. For more information visit industriemedia.tv.

sponsored

DEPOSIT GUARANTEED AS THE PROPERTY MARKET in Australia

continues to make headlines, Deposit Power makes purchasing property more accessible to home-buyers. Deposit Power provides a flexible solution that can help home-buyers secure their dream home. We spoke to General Manager Keith Levy to find out more.

irstly, what is a Deposit Power Guarantee and how does it differ from a deposit bond? The short answer is that a deposit guarantee acts in exactly the same way a deposit bond does. A Deposit Power Guarantee simply takes the place of the cash deposit required when purchasing a property. A guarantee certificate is produced and held by the deposit holder until settlement. At settlement the purchaser pays the full purchase price, including the deposit amount, to complete the purchase. Does this make it easier for agents to close a sale? Deposit Power Guarantees are designed specifically to make home buying possible for those purchasers who don’t have ready access to a cash deposit. This means that more potential home-buyers are in the market at any time and the highest possible price can be obtained for the seller. Deposit Power Guarantees are also often used by purchasers who do have the ability to provide a cash deposit, but choose to use

approval criteria before they are issued a deposit guarantee, buyers using a Deposit Power Guarantee have been pre-qualified by us. They are serious buyers with the financial capability to settle. Deposit Power Guarantees can often be issued within moments of applying through our online application system. They are approved by Deposit Power or our network of financial, legal and real estate professionals. More and more agencies are seeing the potential value of deposit guarantees as a valuable tool to close sales and even attract new listings, as they can bring more qualified purchasers into the mix with a guaranteed 10 per cent deposit.

How does this benefit home-buyers? Every customer’s situation is different; however, the most common reason why a buyer will need a deposit guarantee is that they don’t have ready access to a cash deposit. They may find themselves in a situation where they are buying and selling simultaneously, or have funds tied up in shares or other investments. A classic example is first-home buyers who do not

A Deposit Power Guarantee takes the place of the cash deposit required when purchasing a property. the product because of its convenience, flexibility and cost effectiveness. For sellers, acceptance of a Deposit Power Guarantee in lieu of a cash deposit can often mean selling a property for the maximum possible price, as it brings more potential buyers to the market. It also means a seller does not have to settle for a deposit less than 10 per cent of the purchase price, protecting their interests and their ability to pay the agent’s fees should the purchaser default. As all applicants have to meet our

have the full deposit in cash immediately available and may be waiting for a government grant or gift from their parents, or investors who would rather keep their available cash untouched until settlement. Deposit Power Guarantees simplify the buying and selling process for both parties. For sellers it offers a safe alternative to securing a quick sale, particularly in situations where they are looking to buy and sell at the same time. For purchasers it provides a convenient way of attaining a deposit without needing to explore costly,

time-consuming options such as selling shares or arranging an equity release from an existing property.

How does the process work? The process for purchasers differs slightly depending on whether you’re intending to buy at auction or make an offer on a property. However, regardless of the buyer’s situation, all Deposit Power Guarantees can be issued for up to 10 per cent of the purchase price. For clients wishing to purchase at auction, guarantees are issued for a six-month term for up to 10 per cent of the buyer’s maximum bid and ability to settle. The six-month term offers buyers flexibility to attend multiple auctions or make an offer with the same Deposit Guarantee. More commonly, if a buyer is looking to make an offer through private treaty, the Deposit Power Guarantee is issued for any amount up to 10 per cent of the negotiated purchase price. Can the deposit guarantee be used to purchase commercial property? Yes! The Deposit Power Guarantee is ideal for commercial properties, including individual factory units, retail and office space, vacant land and general business premises. These properties can be purchased by individuals, companies, trusts or self-managed super funds. Are there any hidden fees? The one-off fee is paid before the guarantee is issued. The fee is calculated based on the amount and term of guarantee required. Our Fee Calculator at depositpower.com. au/calculator provides a free, transparent quote, tailored to each client’s specific deposit requirements. If for whatever reason the original unused guarantee is returned to Deposit Power within 30 days of the issue date we will provide a refund, less an administration fee. What is next for Deposit Power? Over the next 12 months, Deposit Power is focusing on investing in new technology to aid in the accessibility of the product to more home-buyers, expand our range even further and take our service to the next level. We have refreshed our branding, launched a new website and a new mobile app is in the making, which will simplify the approval process even further. The app and website will feature a range of calculators we have developed, allowing customers to determine the costs of buying a property and project future repayment commitments in a range of scenarios.

eliteagent.com.au 33

cover story

34 ELITE AGENT â&#x20AC;¢ DEC-JAN 2016

Playing to win TO SUCCEED in real estate,

you’ve got to have a competitive edge, and that’s probably why Kate Strickland has done so well. As a former elite athlete, Kate’s mindset, ethics and discipline were bound to pay off when it came to a change in career. Now a Director of Marshall White Bayside in Victoria, Kate is not afraid to bring a touch of femininity to what seems mostly a man’s world, playing to her own strengths and playing to win. Story by Samantha McLean.

EFORE ENTERING the real

estate profession, Kate Strickland was a professional athlete with only one thing on her mind: the 2008 Olympics. It was a goal she had set her sights on her whole life, one which she would pursue while studying and doing various part-time jobs, including teaching a specialist sports program at a private girls’ school in Toorak and completing a PR degree at Monash University. “Being an elite athlete is extraordinary. It’s an absolute honour and a privilege, and I always wanted to represent my country. To get to do that from the age of 21 was incredible,” she says.

But sadly Kate missed out on that dream by the narrowest of margins. “Every young athlete’s dream is to go to the Olympics. It was a huge disappointment not to get to that pinnacle, but I played softball for Australia 143 times and I’ve travelled the world as a paid athlete, which doesn’t happen for a lot of females. “[After the Olympics] I didn’t really have a plan B. My only plan was that I was going to be an Olympian. When that didn’t happen, I had to sit down and reassess my life. I’d already bought a property at a young age and was quite keen to buy another one. I found that a lot of people used to call me for advice on property, and then I thought one day, ‘You

black and white. I’m all or nothing and I just throw myself into it. Day one, when I joined the industry, I was always going to have some sort of success. “I always say with being an athlete, or let’s say a musician, to be at the top you have to be so disciplined and focused to put everything into your training or practice, despite the fact that sometimes the results might not be there. “I remember when I started in real estate everyone said, ‘Oh, you’re not going to have a weekend!’ Well guess what? I’m 26 years old. I’ve never had a weekend. I don’t know what one looks like. I was always throwing on my gear and going to softball from Thursday to Sunday. Now, at least I get the occasional

“A lot of the time, you’re like a duck where you’re going crazy underneath the water and you remain calm on top. It’s all that underneath work that people maybe don’t see or understand, and you don’t get a pat on the back for it.” know what? I’ve always wanted to kick off my sneakers and put on my heels when the time came, and this is the time.’ So I enrolled in a real estate course and within a couple of months I started,” she says. In 2011, after a short three years in the industry, she opened her first office in the Brighton area and hasn’t looked back. I ask her if it was scary or exciting. “I guess it’s my character,” she says. “I start things and I know that I’m going to do it. I’m

Sunday off - and I get paid better! “But it’s the same focus. Real estate has to be number one for you in your life, which is hard for a lot of people to deal with; same as being an athlete. You’re in your bubble. You need to be quite selfish and you have to be very motivated for yourself. That’s similar to real estate, because if you get a call on Christmas Day and someone wants to put in an offer on a house, you’ve got to say to your family, ‘Enjoy the turkey. I’m out of here!’

eliteagent.com.au 35

cover story (laughs). But that’s my personality and I wouldn’t know any other way to be. I want to give my clients that sort of commitment.” Says Kate, “[In real estate] you’re judged on your outcomes and your performance and your results, same as being an athlete. A lot of the time, you’re like a duck where you’re going crazy underneath the water and you remain calm on top. It’s all that underneath work that people maybe don’t see or understand, and you don’t get a pat on the back for it.” Our conversation turns to the working week; while Kate admits to the hours in real estate being tough, she has also learned to manage her workload by working in what she calls ‘sprints’. “Yesterday and the day before were 14-hour days, getting cracking at 8am and finishing at 10pm. At this time of the year that’s quite normal. I am committed to 10- and 12-hour days. This is sprint time. You go in eight- to 10-week blocks where you sprint and you need to be prepared to put in that sort of time and effort. Then guess what? You get a couple of weeks where you can actually relax and you can take the school holiday period, or take the time out.” Kate also says gender has a lot of influence in the real estate industry and believes being a woman has both disadvantages and advantages. Sometimes it’s noticing the little things, as a woman, that make the biggest of differences. “Yes, it is a very male-dominated industry and a lot of women don’t survive. It’s funny, you don’t see a lot of young girls growing up saying, ‘Oh, I want to be a real estate agent.’ They usually say, ‘I want to be a news reporter’ or ‘I want to be a marketing specialist.’ Real estate doesn’t seem to be high

representing me who could pick up on those small elements that might end up getting me a bigger price or a sale at all. “Here, in 2015, real estate has evolved. This is a relationship-building game now, and women are fantastic at building relationships and guiding people. I become a part of my clients’ lives. I don’t just sell or buy a house. I am in your world and we are going to be together for a long time.” I ask Kate what sort of things she does to ensure she stays top of mind with her clients. “For me, with every transaction, I want them to enjoy their experience buying

“I become a part of my clients’ lives. I don’t just sell or buy a house. I am in your world and we are going to be together for a long time.” on women’s agendas because they see male auctioneers and they see men in suits. That’s the vision you have when you see real estate. I came into this industry saying, ‘I’m never going to wear a suit. I’m just going to be me.’ “I’m proud to bring an element of femininity to real estate. We know over 80 per cent of decisions to buy and sell houses are made by a female – what an advantage for me! It’s the little things. I said to someone the other day [after noticing a female seller was very dressed up for an auction] ‘She’s ready for a sold sticker photo’. If she’s ready for a photo you can bet she’s going to tell her husband to keep bidding. A man may not notice that. If I was selling, I’d want someone

36 ELITE AGENT • DEC-JAN 2016

from me and I go out of my way to build trust. It’s sharing experiences. I touch base on the phone. It’s knowing their children and what they are up to. “I went to a finance seminar for women with a client recently because I just thought, ‘You know what, a lot of my female clients might not have that great knowledge in finance so why don’t we all go along together?’ Little things like that. I just become a part of their world.” And her colleagues agree; Marshall White Director John Bongiorno says Kate’s success is down to her great personality that connects with buyers and vendors. “Kate’s energy, passion and drive and her true

desire to fulfil the needs of her clients are what make her successful. She just has that vibrancy that people want to work with.” Marshall White is also known in the industry as having some of the top (and most experienced) agents in Australia. Kate says she is privileged to know and work with people like James Tostevin and Marcus Chiminello. “Tostevin mentors me personally, and I’m so privileged to have his time, to bounce off him and to learn from him and progress with him. A lot of what he’s taught me has been outside real estate, just in the personal development side. We’re really similar, and we’ve got the ability to break through some of the barriers which others might not have. We both operate at an extremely fast pace; we put our clients first. He has also guided me in terms of the ‘work sprinting’. He also works in short sprint blocks, and that’s where I learned it from.” Kate says when she first started working at Marshall White she thought she was already good at real estate, but soon found herself in a world on another level of elevation. “I say to people now when they join, ‘We have an expectation at this company that you will be a performer’. We’re all on the field, no one’s in the grandstands. Everyone’s out there together. “Even when you think you’ve done well, someone sends an email of a story of what they’ve achieved [in the group] and I think, ‘Oh! Okay, now I want to step up and do better’. We’re also accountable to one another and get together every week.

I feel like we set the pace for Victorian real estate. It’s the people and the culture. We genuinely are like a family. Despite our size, we are such a tight-knit bunch.” As a leader of ‘Team Strickland’ within Marshall White, Kate runs the team with two other agents plus an assistant, comfortably carrying five to six prestige listings ($2-4million) at any one time. “Basically we talk about ‘wax and flame’. I want to sit in my flames. I want to be just out talking to buyers and sellers all day long, and then allow that back end of my business to be running smoothly without me having to worry about it.” Now that she is an experienced negotiator, is there any advice she would give to her younger self starting out in real estate? “To bring in better structure from the outset, time management and not to be so reactive to the marketplace and the public. Also, I would say work-life balance is important. “I also schedule time for myself now. I do yoga on a Monday night, because Mondays can be long. You’re having lots of conversations with people and that can be quite exhausting. Now I know that by 7:30 pm I’m on my yoga mat and I am really committed to that. I don’t do Monday night appointments. “Earlier in my career I thought being bulletproof was necessary. I wasn’t

“I think something else that James [Tostevin] taught me was never to practise on a client. Never practise at real estate in the ‘real world’ because it’s going to be a pretty expensive training wheel. Practise outside of someone’s lounge room so when you go in, you’re already exceptional.” accepting of the fact that I wasn’t; but now I think it’s never going to be a perfect ride and things aren’t always going to be smooth. You can put your hand up for help and it’s okay to say maybe things aren’t going so well… So if things do get tough, I draw a line in the sand and talk to someone who can help. “I think something else that James [Tostevin] taught me was never to practise on a client. Never practise at real estate in the real world because it’s going to be a pretty expensive training wheel. Practise

outside of someone’s lounge room so when you go in, you’re already exceptional.” I asked Kate about her goals for 2016. “I feel like I’m in a really beautiful, balanced place, so I aim to continue with that. Certainly to continue growing my business, my team. I’d love to recruit. Recruit more young ones and help build them in my team and feed them opportunities so they can grow. To continue growing our market share at Marshall White in Bayside. We’ve got extraordinary market share already, but to make more of an impact on the market. Just to continue and dominate. “Also that mentoring side of things. As an athlete, once I got to the top, I could give back. I felt that I could actually help someone to be a better athlete. Now in real estate I’ve got to that point where people call me who I don’t even know and say, ‘I’d love to get into the industry. Could I have a coffee [with you]?’ I run the mentor group at Marshall White for the young agents and now I’m an REIV mentor as well. That’s a new string to my bow. I think you need to keep reinventing yourself because you don’t want to get bored (laughs). As if real estate could ever bore you! But I guess that giving back by coaching and mentoring has become a massive part of my real estate journey this year, and I am really looking forward to that.”

eliteagent.com.au 37

sales

Vendor Management: common knowledge, not common practice 38 ELITE AGENT â&#x20AC;¢ DEC-JAN 2016

EXTREME SELLER’S MARKETS in our major cities over the past few years mean

most agents haven’t had to work too hard to manage vendors. However, there’s no denying we’re now seeing a shift. Lower auction clearance rates and less intense buyer demand indicate the pendulum is swinging towards creating a more balanced market. With this comes a need for agents to get back to basics and really bring their salesmanship skills to the table. Story by leading industry coach, Claudio Encina.

S THE STRONG market

conditions that have seen phenomenal price rises begin to ease, vendor management will be the key to success for agents in 2016. The key to successful sales in a changing market is setting up the framework around vendor management. We all love structure, so framework is important. This is what distinguishes the ‘pros’ from the ‘amateur’ agents. Implementing the below step-by-step framework on all your new listings can set you up for success in a challenging environment.

ESTABLISH REASONABLE BENCHMARKS WITH YOUR VENDOR AT YOUR ‘SET TO SELL MEETING’ Also known as the ‘expectation meeting’, this appointment with your vendor lays the foundation of what you’re expecting. It should take place a few days prior to the first open home and the focus should be on establishing benchmarks. How many contracts do you expect requested after the first open home? How many buyers through the first inspection? How many buyers requesting a second inspection and what level of price guide feedback? Finally, explain that sometimes the first offer can be the best offer and in a changing market we should consider it and not discount it. We’ve all heard vendors say ‘It’s only the first week’ and then your buyer with the offer is gone!

HOLD WEEKLY FACE-TO-FACE MEETINGS WITH YOUR VENDOR Aim to have the meetings in your office if possible; pull your vendors away from the comfort zone of their home, where they may be distracted by their surroundings and won’t help you get your message out clearly. Discuss each week the progress on the sale of their home by reviewing and analysing the benchmarks. This will allow you to make any recommendations for price adjustments or change the sales strategy based on facts and evidence. Book your weekly vendor meetings at the set

to sell meeting, weekly for auctions and fortnightly for private treaty sales.

PRODUCE WELL-CONSTRUCTED AND DESIGNED WEEKLY VENDOR REPORTS If you want to create influence and move people towards action, it’s not about manipulation; it’s about creating a logical, clean, persuasive case. To build a persuasive case that is logical you must support it with facts and evidence. Well-constructed weekly vendor reports, supported by visuals such as a price/buyer feedback graph, can increase the delivery of your message.

PROVIDE YOUR VENDOR WITH A SUMMARY REPORT This is where all the key indicators are summarised after three to four weeks of the sales campaign. It should include web hits, buyer feedback, similar properties on the market that have just sold and those currently in competition with their property. Outline a recommendation plan for moving forward in the lead-up to the auction or private treaty sale.

REAFFIRM AUCTION DAY EXPECTATIONS AND PROCESS After your reserve meeting, follow up with an email summarising all the points from the meeting. This will reinforce and reaffirm everything that should happen on auction day so there are no hidden surprises for the vendor.

HOLD CARING AND CANDID CONVERSATION WITH YOUR VENDORS The ‘pro’ agent is able to have caring and candid conversations with their vendors. There is a balance to strike here: too candid a conversation can create resentment between you and the vendor, whilst too caring a conversation creates a dysfunctional relationship. Balance is key.

SET UP A BUYER’S MEETING Finally, it’s not a bad idea to set up meetings with your buyers prior to auction day to build relationships and help them have a game plan. Inviting your buyers to the

office on a Friday to pre-register if you have a Saturday auction can be quite effective in discovering the qualified buyers and seeing who is committed.

BREAKDOWN TO BREAKTHROUGH Most salespeople start the year full of goals and ideas but without a plan for change. Old habits die hard and goals fall by the wayside. Have you figured out how you are going to achieve your goals in 2016? The answer should be ‘yes’, because you are the one responsible for your failure or success. To give you a great start, here are three key things to do in your business which I call the ‘3R Principle’: Reflect, Recharge and Refocus.

Too candid a conversation can create resentment between you and the vendor, whilst too caring a conversation creates a dysfunctional relationship. Reflect: Take time to review every part of your business by understanding where your results in 2015 came from. Reviewing your business will allow you to identify where your ‘breakthroughs’ were and create a compelling picture of where the opportunities lie for 2016. Then do a SWOT analysis – strengths, weaknesses, opportunities and threats – to discover and learn about your business. What major lessons did you learn in 2015 from your clients? What challenges did you face? What about the market conditions then and now, and your competition? The answers will help you start mapping out a plan for 2016 by using the information you already know. Recharge: Taking the opportunity to recharge your batteries is just as important as everything else we do, because sometimes real estate feels like we are on

eliteagent.com.au 39

sales

a treadmill. Next year may be challenging, so plan three breaks to get re-energised throughout the year. You will work on a completely new level and be more engaging with your clients. Refocus: Do you have a plan to avoid last year’s mistakes? What are the short and long-term goals for your business in 2016? Make this coming year the one where you focus on the right areas, rather than areas that drain and dilute your attention and energy. Plan 2016 completely, with ideas, actions, outcomes and results.

TIPS TO REFOCUS AND MAKE 2016 YOUR BEST YEAR EVER 1. Organise - Aim to have appointments scheduled for the New Year before you go away as this will allow you to hit the ground running. Once you get back to the office, get on the phone and start to set up appointments as quickly as possible; after having a few weeks off you need to get face to face to build momentum back in your business. Prioritise a list of people you can contact to make an appointment that day or that week.

40 ELITE AGENT • DEC-JAN 2016

If you want to create influence and move people towards action, it’s not about manipulation; it’s about creating a logical, clean, persuasive case. To build a persuasive case that is logical you must support it with facts and evidence. 2. Change - Take a look at the systems and processes that are currently in your business. Are they working? Are they the right ones? Do any need updating? Are they helping you close business? Make 2016 the year that you change things that aren’t working! 3. Plan - Have a plan for every part of your business, from writing your 2016 Business Plan goals to breaking down how you expect to generate leads in your core market. This is not the year to ‘wing it’ but have a carefully drafted plan to be in complete control. 4. Learn - What skills would make you a better salesperson this year? The beginning of the year is a great time to evaluate your skill set and figure out how you can

improve in the next 12 months to be the best salesperson you can be. Skills play a large part in agents succeeding, especially in a changing market. Sharpen your skills for 2016! Establish your goals and develop a system of accountability that will keep you on track over the next 12 months. By learning from what you know and mapping your year ahead, you can succeed at the highest level and ensure you have your best year ever in real estate!

Claudio Encina works directly with some of the leading agents and sales teams in Australia to identify how to deliver optimum performance. For more information visit claudioencina.com.

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new year special

42 ELITE AGENT â&#x20AC;¢ DEC-JAN 2016

BUSINESS BOOSTING IDEAS FOR 2016 THE NEW YEAR IS ALMOST upon us, so it’s time to pull

out a pen and a piece of paper and work out what your goals for 2016 are! To get you started we’ve drawn some ideas and inspiration from some of the industry’s most experienced players - from marketing and prospecting to profitability, there is sure to be something for everyone in this big list of ideas.

SPEAK LIKE A HUMAN IN PERSON AND IN YOUR MARKETING

Don’t talk in real estate talk! Focus on language that engages with your audience and that is relevant to them. Remember, only three per cent of the market are buying or selling, which means your message needs to be broader to appeal and engage with everyone. Avoid using complex language or real estate jargon. Your job is not to sell your expertise; it’s to create a connection, a conversation. Use a tool like hemingwayapp.com, which ensures your writing is at a level that your entire audience can read. Aim for about sixth grade. Read your text out loud, remove any words that are not needed and revise anything that doesn’t flow.

UNDERSTAND THE 11/7/4 RULE

Google conducted a survey called ‘zero moment of truth’ which found that people made buying decisions long before they even made their first contact with you. The 11/7/4 rule refers to 11 touchpoints, seven hours’ worth of content, across four platforms. And you can’t do one without the others! You can’t simply drop a flyer 11 times to one person and think you have earned the right to their business.

If they throw them away each time, you have probably only engaged for 30 seconds. Focusing on mixed media platforms – video, direct mail, phone calls, podcasts and more – will ensure you chew through those seven hours more quickly, while creating multiple touch-points on different platforms.

IT’S OK TO MIX BUSINESS AND PLEASURE

People buy from people, and you are a person first, agent second. Share with your audience what you are passionate about, what you stand for and what you like to do for fun. You will connect on a deeper level with people when they get to see the real you, rather than the real estate you. If you are a goof, bring that into your videos. If you’re a keen sports person, sponsor those local clubs, share content about them and be passionate about it. If you stand for a cause, don’t be afraid to let this shine too. There’s a saying that if you stand for nothing, you’ll fall for everything. Let people know what you stand for.

DON’T LET GOOD DESIGN GET IN THE WAY OF GREAT COPY

Pretty designs will get attention; but if the message is poor, or cut short, you’re

done. Good design alone will not cause people to take action. The worst thing I see is when someone creates a layout first, and then decides after that how many words can fit in the allotted space. Your message needs to stand front and centre when it comes to any marketing campaign. Having said that, don’t skimp on decent design, as this can also create disconnect. To improve your skills, The Copywriter’s Handbook by Robert Bly and The Ultimate Sales Letter by Dan Kennedy are great starting points. And for design, simply Google ‘Principles of design’ and you will be greeted by some great articles and infographics.

CONTINUE THE YEAR WITH THE SAME ‘BANG’ YOU STARTED WITH

So many agents start the year with a bang; they get the first newsletter out and plan to do a monthly phone call and weekly letterbox drops. And by the time the next

“Remember, only three per cent of the market are buying or selling, which means your message needs to be broader to appeal and engage with everyone!” Carl Quested newsletter rolls around, the enthusiasm has waned, the budget is gone and newsletter idea gets canned. Your audience are watching what you do to determine whether they can rely on you. Consistent marketing, in every area, is vital. This doesn’t just mean posting on Facebook every week.

eliteagent.com.au 43

new year special It also applies to networking, functions, sponsorships and more. If you’re going to commit to any marketing endeavour, work out what it will cost to do it for 12 months and ensure you can stick to it for that long.

Carl Quested is the director of AgentMail, a marketing company specialising in direct mail and telemarketing for the real estate industry. His book, Alpha Mail, is all about using direct mail to attract more listings. Special Offer: Elite Agent readers who mention this article will receive a 10 per cent discount on any telemarketing campaign, valid until 1 February 2016.

FIRST IMPRESSIONS ARE LASTING IMPRESSIONS

Why settle for anything less than an absolute wow when your potential client sees your place of business for the first time? This space should work for you 24/7; your office rental isn’t based on opening hours so use that asset to gain maximum impact and ‘wow’ all day every day. If you don’t stand out, it is almost the same as being invisible. Visibility and profile are the big drivers of any brand, whether it’s real estate or retail. The message is the same: ‘Be seen – Be heard!’ (And yes - LED backlit signage is the new window wow factor!)

IF THE MARKET IS DECLINING, GET AHEAD OF THE COMPETITION BY INCREASING YOUR MARKETING

As the market softens and starts to contract, the best strategy is to increase your marketing spend, not contract with it. This ‘profitable survivor strategy’ is all about investing enough to increase share position and establishing yourself as the industry leader for the remainder of the market’s decline. Setting yourself up and growing your market share in a declining market is about future-proofing your business. Your position and market share will then become almost unassailable when the market does take that upturn.

MAKE YOUR VENDORS HOMES STAND OUT

LED backlit signage is the costeffective way to achieve that new brighter, better look, with a great perceived highend value to propel your business to the forefront in visibility and profile. This is automatically going to make your listings in the window look bigger, brighter and most times more valuable.

4 4 ELITE AGENT • DEC-JAN 2016

An agent with a display that is bright and alive with a feel-good aspect is a valueproposition in its own right. A property displayed in cold white backlit LED will come to life and give your vendor the edge. Remember, your window communication display is a reflection of you and your business. It is your silent sales tool and you should make it count.

WHEN YOU LOOK GOOD, YOU FEEL GOOD

Employee morale is something that all too often is not weighted into the effectiveness or success of a business. The self-esteem of employees will impact heavily on their overall job performance. While there are a multitude of factors that need to be considered here rather than just a specific one, present your employees with the best looking office, one that they can take pride in, and watch morale lift substantially. Look at all areas of the office from pot-plants to the window displays, from the desks to the signage and see where you can make continuous improvements so that everyone feels good when they are in your office.

STOP TRAFFIC TO GET LISTINGS

Window-visitation is still linked to listings, which in turn are the life-blood of an agency. White light will draw people to your windows; and this coupled with great property imagery is the sort of thing that will stop traffic. No special printer needed, the light does all the work.

Vitrine Media is making real estate offices worldwide the best that they can be with the latest in Backlit LED technology, giving your office that remarkable appeal. Vitrine is the cost-effective print and display option for dazzling, beautiful remarkable window communication. Exclusive FREE Offer: Arrange a demonstration, or free measure and quote mentioning Elite Agent Magazine and on installation of your new display you will receive at no charge an A3 wall-mount display including power-supply.

PLAN YOUR LONG-TERM SUCCESS

They say a goal without a plan is just a wish. You wouldn’t set out on a road trip without a map, so why set out on your career journey without a plan for where you want to end up? Start with the end in mind and concentrate on your desired long-term

outcome. How will you get there? Sit down with pen and paper; dump all the steps and possible obstacles and then string it all together into long-term goals (one, three and five-year plans) then shortterm goals (30, 60 and 90 days). These goals should be reassessed regularly to ensure that you are on track to reach your end goal. Also look at what training or mentors you might need to help on your journey to get to where you want to be.

MEASURE THE MILESTONES

IF YOU DON’T KNOW HOW TO LOCK UP YOU HAVEN’T BEEN THE EXTRA MILE

BE CURIOUS - DON’T STOP LEARNING

Everything is measurable and KPIs are often set to measure the process. KPIs need to be built around the process of achieving an outcome; for most companies the outcome will be to drive profitability. Some ideas around what KPIs to set could be client retention, conversion of appraisals to listings or managements, dollar value per transaction, days on market, number of leads, customer satisfaction rating or average sales per year.

Do you know how to open or lock up the office? Turn the air-conditioning on out of hours? If you haven’t done either of those things you probably haven’t been the first or last to leave and haven’t yet been the extra mile. Put your hand up to work on Saturday if you want to learn more about open homes and working auctions. Offer to attend an appraisal with the new guy and share your knowledge. Answer the overflow of reception calls if reception is busy; enrol to do your certificate of registration or licence so you can take on more responsibility. These are all small things but they don’t go unnoticed. If you’re looking for promotion or to gain more skills, put your hand up and help out beyond what is expected in your role. By doing this you will show your commitment to the business and willingness to do what it takes to get to where you want to be.

Ongoing learning and training stops you and your staff standing still and becoming complacent. Continuing to develop skills keeps you up to date with industry changes, brings awareness of technology changes and new systems, and allows you to see gaps and areas of weakness within yourself and the business that need more attention. One of the key questions candidates ask us is ‘What training does the potential employer

provide?’ Clients who offer continued professional development tend to look more attractive to the type of driven and motivated employees that everyone wants in their business.

YOU NEVER KNOW WHERE SOMETHING MAY LEAD

It is all about who you know; by keeping those doors open you never know where an opportunity may lead. A prime example is that 45 per cent of Resolver Recruitment’s business in September came from referrals – a priceless source of business we have been able to nurture and tap into as a result of maintaining relationships with our previous employers and colleagues in the real estate industry, sponsoring industry events, attending networking functions and being a member of industry-specific bodies.

If you would like to discuss how to set your career or business on the path for success in 2016, either by hiring new staff or setting yourself on a personal path to work in your dream role, then please contact one of Resolver’s experienced and qualified recruiters today; we are here to help ensure that your next hire or move is a successful one.

UNDERSTAND THE POWER OF COMPOUNDING WHEN IT COMES TO ACTIVITY

In our business planning sessions, one of our favourite topics is demonstrating the power of numbers. I start with an example of the power of compounding. “If I were to pay you one cent per day and doubled it every day for 30 days, would you come and work for me?” A loaded question; however, if you were to say yes, I would be writing you a pay cheque for over $10.5 million dollars on day 30! The lesson here is that you need to know how many prospecting calls and/or activities you need to make for every appraisal booked, how many appraisals to secure one listing and how many listings to secure a sale. The same can be applied in all areas of your sales business and, when measured, can help predict your future results.

VOLUME IS VANITY; PROFIT IS SANITY

Too many agents and agencies we have worked with have focused on generating sales, with little concern for actual profit from each sale. Selling 35 homes at $14,285 average commission is a lot more profitable than selling 50 at

$10,000 per sale commission. At 50, you will need more human resources to cope with the volume of appointments, client gifts and prospecting activities. Calculate your net commission from each sale after your office split, franchise fees and other associated costs which may be deducted before your net payment. As the saying goes, not all business is good business; so focus on securing high value clients and establish an absolute baseline that you will not fall under when negotiating your fees. Plan for profit.

“Selling 35 homes at $14,285 average commission is a lot more profitable than selling 50 at $10,000 per sale commission. At 50, you will need more human resources to cope with the volume of appointments, client gifts and prospecting activities.” Manos Findikakis

DO FEWER THINGS WELL

Whenever we are asked to be keynote speakers, we always finish our presentation with the following quote: “My goal in 2016 is to complete my goals for 2015, which I should have completed in 2014 because I promised myself I would achieve them in 2013 which I had written down to do in 2012!” I’m sure many of us can relate to the quote and have fallen into the trap of making too many promises around completing too many activities to make the upcoming year a success. When applying the ‘less is more’ principle, instead of working on 10 marketing activities pick only your top three that generate the best return on investment and become a master at those.

THINK LIKE ROBIN SHARMA AND BECOME A MASTER OF WOW

We live in an age of disruption, with fast and massive digital change. Our belief is that as more technologies are ingrained into our day to day lives, the more the human dimension is needed. That’s where you can stand out

from the crowd by ‘Mastery of Wow.’ A phrase coined by the famous Robin Sharma, it means simply living by a standard of uber-excellence and service, going beyond what is expected in everything you do and ‘wowing’ every person you come into contact with at every opportunity. There is no better industry than real estate, which provides so many opportunities to interact and create raving fans by identifying each touch-point along the selling timeline and simply turning up your ‘Mastery of Wow’ service levels.

YOU INC. AND HYPERLOCAL: YOUR GREATEST COMPETITIVE ADVANTAGE

The three fundamentals of real estate are: 1. He who makes the most calls wins. 2. Faceto-face appointments 3. Build a database of raving fans. These fundamentals have been the cornerstone of every agent’s business; but wait, there is one more! The consumer of today demands authenticity; that is, You Inc. and what you stand for. Yes, the brand you represent is important, but the consumer looks beyond the company for your personal brand. Your digital footprint is today’s new business card; available to anyone, anytime. You must have key elements in your marketing focusing on your individuality. Being hyper-local with a focus on building a personal brand in your marketplace is your greatest competitive advantage.

Our mission at Eview Group is to inspire and help others build fun and profitable businesses so that they can live extraordinary lives. An innovative approach to branding, the Eview Group is the only real estate franchise which allows each franchisee to trade under their own colours and logo, powered by the Eview Group. FREE eBook: Email julie@eview.com.au for a copy of the complimentary business goal book which eView agents use to double and triple their businesses.

WHAT IS YOUR UNIQUE VALUE PROPOSITION?

If you aren’t able to articulate why your service or skills are better than the competition, then it is likely that your competition won’t be able to explain it either! Find reasons for potential vendors to list with you rather than another office offering the same service at a similar price point. Is it the personal attention you provide? Do you attend every home open personally and make the follow-up phone calls yourself instead of

eliteagent.com.au 45

new year special using marketing assistants? Is it your marketing strategy? Do you have structured marketing plans across several media channels based on various budgets with proven results? Is the quality of the marketing products you use reflecting the quality of the vendors home when presenting it to the market? Signboards and open-home flyers are often the first and second impressions you make, not just for that home for sale but potential future listings. Embrace and adapt to technology changes, such as the advent of solar and backlit signboards, and smartphone applications which offer buyers instant access to relevant information.

prolonged campaign in this regard can elicit a direct and/or subliminal response from people who may be looking to sell down the track. Make sure your name is top of mind when they want an agent to turn to. Testimonials are a fantastic way to put real faces and names to sold properties. Wordof-mouth endorsements are often the most powerful, so always ensure that the selling experience is a pleasant one. Take advantage of every sold property by contacting the homes surrounding that listing and let them know that you’ve achieved the sale. A proven technique is a letterbox dropper with a simple ‘Sold’ message, a photo of the house and your branding proudly displayed.

DON’T WINK IN THE DARK

There is no point doing great work and then not promoting it. Shout your successes to the market and let potential vendors know that if they want it sold quickly and for the highest price you’re the agent to choose. Obviously, you need to back up your claims, either statistically or graphically; however, a concerted and

46 ELITE AGENT • DEC-JAN 2016

BECOME AN EXPERT RESOURCE FOR YOUR CLIENTS

Information about the property market in your local area is readily available to those in the industry, but not always easily accessible for the average homeowner or tenant. By collating, summarising and distributing this information in easy to understand terms,

either online or via letterbox dropping, you provide a market resource for potential vendors while promoting your local knowledge and building your local profile. Alternatively, it may not always be about providing statistics. Marketing products such as recipe cards, fridge calendars and newsletters featuring local news and events have a tangible and measurable utility that householders are often more willing to retain.

REFINE YOUR MARKETING MESSAGES TO BE MEMORABLE

When it comes to your promotional marketing, squeezing in too much information can actually be a disservice. Whether it’s a personal profile letterbox dropper or a signboard or brochure promoting a property for sale, keep it simple and to the point, both visually and in your wording. The most common mistake we see is agents trying to cram too much text onto a signboard or brochure, making it a

tough read for the average person. A clear and concise message facilitates a higher retention rate. Arouse the interest of the audience, establish a line of communication and thereafter you can offer them all the information they want. When it comes to promoting yourself, focus on one or two key themes. Cramming multiple ideas onto one letterbox dropper, for example, may seem like a good idea and better value for money, but your audience may not be able to absorb all those ideas and will more than likely lose interest. Your audience should be able to sum up the theme of your promoter in just a few seconds.

CONSISTENCY ALWAYS WINS

Ad-hoc approaches to marketing may be suitable in some circumstances but pay attention to how your brand messaging translates across all mediums. A consistent, periodical letterbox drop not only shows your audience that you are well established but also serves as a constant reminder about who you are, what you do and what your branding looks like. The best campaigns go hand in hand with current listings, meaning your signboards and property brochures should reflect the same corporate identity. Furthermore, consistency should also apply within an office. We often see agents from the same office insisting that they use differing templates from each other. This interrupts your overall corporate identity and you lose the benefit of having more reps with more properties promoting your brand.

Printforce is the largest supplier of real estate printing and marketing in Australia. When it comes to Marketing Design, Printing and Innovation, there is no other name more endorsed by real estate professionals than Printforce. Special Offer: 10 per cent off four sets (the next four months or four quarters) of Property Market Report Letterbox Droppers, exclusive to Elite Agent readers, promo code EPMR. Visit letterboxdroppers. com.au for more info or contact Anastasia Barneveld on 1300 735 700.

DIFFERENT MEDIUMS REQUIRE DIFFERENT MESSAGES

Digital and print ads are very different in size, shape, and usually audience. To try to deliver the same message in the same

way to both is a bit like a pushing a round peg into a square hole! Tailor the message for the channel. With digital you can do so many things to generate interest; used wisely it can complement your traditional print advertising material. Consider online ebooks, standalone micro-sites, targeted newsletter campaigns with high level design, unique social posts using hashtags, and so on. With more enquiries coming through your online channels, going digital means it’s an inexpensive channel to leverage.

PROVIDE GOOD CONTENT ACROSS DIFFERENT MEDIUMS

Once you have created your content you can distribute it widely through social media, print and online advertising. Reach out to your database of tenants, buyers, investors and prospective vendors with custom targeted campaigns that are content and information-rich, not just pushing today’s listings. The aim is to nurture them through their property life-cycle and be

RESPOND WITH SPEED, NURTURE AND GROW

COLLABORATE WITH YOUR TEAMS

Effective lead nurturing starts when an enquiry comes in. Engaging from the start speeds up the conversation with your prospective client, enabling you to qualify their needs faster. Deliver the right message at the right time and be consistent. The prospective client may have a home to sell and they are testing you. They want to see how you keep in touch with hot and cold buyers throughout the campaign and are monitoring your follow-up. Prompt, efficient and consistent service will help you convert opportunities before your competition.

Why not look within your business for opportunities that may have been missed or not converted? Your database is a pot of gold waiting for astute real estate data miners. There are probably a bundle of opportunities waiting for you in your database right

Consider a digital profile page where you can blog key market trends and insights; according to Robert Rose, leading Content Marketing author, “Marketing is telling the world you’re a rock star. Content Marketing is showing the world you are one.” top of mind. Consider a digital profile page where you can blog key market trends and insights; according to Robert Rose, leading Content Marketing author, “Marketing is telling the world you’re a rock star. Content Marketing is showing the world you are one.”

ONCE YOU’VE GOT THEM, DON’T LET THEM GO!

We often see agents with many opportunities coming into the business, but a lot get missed and fall through. Look at the big online shopfronts such as Amazon and eBay; do you think they would be successful if they let opportunities slip through? It’s as easy as 1. Capture, 2. Respond and 3. Convert. Keep the online lead capture process simple so everyone in the office can follow, and automate as much as possible. Complex and hard-to-use systems or processes require more administration and drive your team further away from the client. Keep it simple; your business cannot afford to lose opportunities in a competitive marketplace.

now! Look for opportunities that overlap departments and are candidates for slipping through the net (these often deliver the greatest return on investment), such as a current landlord interested in selling their investment property, or investors looking at buying in your area and interested in your management fees. Better still, consider installing an automated inbound marketing process that runs in the background as your own 24/7 ‘data miner’, generating opportunities for your team to action.

Greg McCutcheon has a background in developing online products for major brands in Australia and overseas. With a love of property, Greg founded Realestatebookings. com providing a digital lead engagement platform for real estate agents. Realestatebookings.com will provide (no obligation) a two month free trial to readers of Elite Agent Magzine. Visit realestatebookings.com for more info.

eliteagent.com.au 47

real estate masters

FROM BELL RINGER TO MASTER AUCTIONEER

Following his recent induction to the coveted title of REIV Master Auctioneer, Barry Plant reflects on a skill he has honed over his forty-seven-year career in real estate that has influenced the very culture of his business.

HE BARRY PLANT Group is one

of Victoria’s most successful real estate franchises, with eighty offices across the state and in excess of 11,000 sales in the past year. The Group is renowned for its commitment to training and developing its auctioneers – a culture that starts at the top with joint Founding Director, Barry Plant. Attaining the title ‘Master Auctioneer’ is no mean feat. The Master Auctioneering Program has been developed by the REIV and its Auctioneering Chapter to recognise its top auctioneers and set a benchmark for best practice. To date, there are only seventeen inductees. The accolade celebrates auctioneers who

48 ELITE AGENT • DEC-JAN 2016

have excelled in their field, particularly in state or national competitions. As a winner of the Senior Auctioneers’ competition, Barry may retain the title as long as he remains a member of the Institute. From humble beginnings as a bell-ringer and runner for real estate veteran Noel Reid, Barry’s passion for auctioneering has helped shape his career and the culture of the Barry Plant real estate franchise. “I ran the auction school in our company for twenty-nine years,” Barry says. “It’s something I’m very passionate about.” Barry developed the auction school in 1980. Candidates were accepted into the program on the condition that they commit to competing in the REIV’s novice auctioneers competition – a gruelling contest based on

personal performance. Training sessions were held for three hours every Thursday morning, and continued for four months. “We conducted the training in the back lane behind our Doncaster East office, with cars going by just as you’d expect in a real auction environment,” says Barry. “When the trainees had gained confidence, we’d take them to the park and let them belt it out down there. We developed some great auctioneers out of the school.” Ari Oinonen, now sales manager at Barry Plant Dandenong, was one of Barry’s trainees. “Barry taught us that there is more to auctioneering than putting on a good suit,” Ari says. “He instilled in us that auctioneering is a profession to be taken seriously, and that there is always room to keep learning and improving our craft.” It was with delight that Ari discovered the company’s namesake was a down-toearth man, happy to share his wealth of knowledge and experience, and eager to foster and encourage others in the industry to reach new heights. “He passed his passion for auctioneering on to me,” Ari says, “and it has stuck with me ever since.” Chee-Ky Dunlop trained under Barry’s tutelage in 2010. He worked as a salesperson with the Noble Park-Keysborough office from 2003 until he became branch manager in 2013, and was finally invested as director of Keysborough in 2015. “Barry didn’t tolerate sloppiness,” Chee-Ky recalls. “He expected high standards from us and had us all looking sharp.” Chee-Ky says that what Barry taught him has made him more complete as a salesperson. “Barry’s commitment to excellence is something I took away from my training with him,” he says. “It’s something that will stay with me always.” While not every trainee went on to pursue auctioneering, every one of them advanced in their own personal growth, gaining confidence in public speaking which led to improved outcomes in client relationships. Barry explains that while the art of conducting an auction is based on showmanship and confidence, mastering the auction system comes with time, experience and understanding human psychology. “The auction system begins from the time you list,” he says. “It’s about how you sell the idea of auctioning to the vendor, and how you work together with a vendor to achieve a successful outcome. The auction process can be stressful for the vendor and throughout that period you are their mentor, their business advisor – you’re there to hold their hand. “When you really listen to people, you learn to read between the lines. You figure

out what makes them tick, what motivates them. You discover the reason why the vendor is selling, or why they might be holding back when an offer is put forward.” The auction school at the Barry Plant Group is still going strong, now run by partner Mark Lynch and Franchise Manager Richard Spratt – both strong advocates for the auction system. Victoria has arguably always led the way in auctioneering, and almost half of Australia’s auctions are now conducted in Victoria. The origins of Melbourne’s auction culture began in the post-war period, primarily with firesale situations and high-end prestige inner city properties, before it gradually spread to the outer suburbs. “The auction culture then became selfpropelled through its own mechanism,” Barry says. “The auction authority in the 80s gave us seventy-five days’ sole agency over a vendor’s property, which wasn’t possible under any other model. It also allowed for vendor-paid advertising, which enabled us to create better publicity for the property.” When Barry and his wife, Karen, opened their first real estate office in Templestowe in 1979, land auctions in the area were uncommon. In the early 1980s, when large

local estates and former orchards were carved up to make way for new housing, Barry drew on his early experience with N. R. Reid and began to conduct auctions. Barry recalls that, prior to the 1980s, these types of auctions were often held in large military-style marquees with uncomfortable seating. Attendees were at the mercy of Melbourne’s fickle weather. The Plants decided to raise the standard by several notches, bringing Karen’s interior decorating background to the fore. “We added pizzazz and made these events more comfortable,” Barry says. “We’d hire white marquees and Karen would have them decorated in our company colours of red, white and blue. Our team brought in white plastic chairs and hired coffee trucks; we rehearsed our staff and had them groomed and immaculate, ready for business. We

“We conducted the training in the back lane behind our Doncaster East office, with cars going by just as you’d expect in a real auction environment. When the trainees had gained confidence we’d take them to the park and let them belt it out down there.” turned it into a professional operation and became known for doing it well.” Barry describes the art of auctioneering as ‘street theatre’ – a highly successful way to market your real estate business. Auctions attract a lot of local attention, with branded boards strategically placed throughout the neighbourhood and neighbours coming out in their droves to see how the auctioneer is performing. “Your company name is on show in a very public way, and you have to do it well,” Barry says, adding that auctioneering has also helped build the franchise business, with other agents coming to watch the auctioneer’s performance and wanting to be a part of the brand. “It’s all part of the showmanship,” says Barry. “In real estate, you’re only as good as your last sale. You have to stay at the forefront of people’s attention. We are very lucky to be able to use the nature of our business to build and maintain a profile. We are community people, and we need to stay highly visible.” Barry Plant has lived by this set of beliefs; both the man and the brand have been high profile right from the outset. “We train our auctioneers to be on show,” Barry says. “The culture starts from the top and works its way down through your staff, with the same level of professionalism throughout. We expect nothing short of excellence.”

eliteagent.com.au 49

marketing

12 WAYS TO IMPROVE YOUR MARKETING DEPENDING ON THE SIZE OF your office, it’s not always feasible to have a dedicated

marketing resource. And every dollar you spend needs to count. But effective marketing doesn’t have to be difficult or expensive. Elite Agent Magazine gathered four of superbrand LJ Hooker’s most experienced marketers across strategy, community, PR and digital to find out what really works to help you get your 2016 marketing strategy underway.

Heather Hilton, Head of Marketing

Marcus Freeman, Head of Digital

OR SOME principals, the

thought of developing a marketing plan can be daunting. In real estate competition is generally tough and you need to get your business to stand out from the crowd. Sometimes a bad experience with a promotional piece that you thought was great but didn’t get the exposure you were hoping has led to a loss of confidence. For others, lack of experience leaves them wondering where to start. But marketing does not have to be hard or expensive. As we found out from our expert panel, it just takes a little planning and some commitment to the

50 ELITE AGENT • DEC-JAN 2016

Sarah Dickson, Head of PR and Communications

cause to be successful. Says Heather, “The main thing is don’t get overwhelmed by the words ‘marketing strategy’ or ‘marketing plan’. Think about, and write down, who is your target audience and what you are trying to achieve. If you just answer those two simple questions, you probably then need to think about your budget and then go and do something and do it really well.” She also points out that consistency is really important. “You may try something once and then the phone doesn’t ring, so you don’t do it again; whereas I think when it comes to real estate consistency is so important. Whether you take your traditional letterbox drop or an ad in the

Lara Scott, Design and Marketing Manager, Customer Experience

local newspaper, if you just do it once then it becomes all about timing; and if you don’t get that instant gratification it can be a mistake to just move on.” Sarah says, “I agree with Heather, and would like to add that you shouldn’t just think of one medium; look at different sources. For example, in PR you have to think about paid content and editorial. It’s making sure that you are where your target market is, and where they are watching or reading. Some people forget PR as part of marketing, but it’s important to include that too. If you go the ‘scattergun approach’ – a bit here and a bit there – it is going to be a bit hit and miss; but if you are there consistently, month in and month out, you will be top of mind and

naturally get that call when the person starts their decision-making process.” And for Lara, whose specialty is digital marketing, the recommendation is also around measurement and return on investment. “There’s a lot of talk in the industry about being an ‘attractive’ brand and how to achieve that. But you need to do the work on creating good content that solves your audience’s problems and addresses what they want to know. Then understand the data that comes back, measure each piece of content’s effectiveness, try different things, but use the data to make decisions.” “You can also measure other types of marketing, not just digital,” adds Heather. “Refining your strategy could be really simple, like asking any client who comes into contact with you, ‘How did you hear about us?’ And then if they say they’ve seen something in the newspaper, delve a little deeper. Was it property advertising or did they see one of our other ads? If I’ve got one or two listings, the ad has just paid for itself. Then ask yourself how you can improve it. Keep doing that and then add something else into it as you become more successful at generating leads, whether it is sales or property management.” And, lastly, for some people help is already at hand. “Don’t forget, if you are part of a group, you need to lean on the experts within your group to help you,” says Sarah. “For example, within our network we have so many tools and templates to help you along the way. We can make some things pretty easy and automated, and there is always a live person on the phone to help. Don’t be afraid to reach out!”

BRANDING/COMMUNITY MARKETING Heather says:

You really have to be active in the local community; it’s so important from a networking point of view and from a branding point of view. Don’t just sponsor the Under 13s’ soccer club; you need to really partner with community groups and not be just one of many. If you are going to do it, get absorbed in it. Sometimes it will come down to dollars. Can you buy them a marque? If you have a copywriter on staff, offer to help get their flyers produced. Think outside the square as it’s not always about giving money. Look at cost of sale. I know a few of our offices; they have really big community initiatives which cost big dollars, but they know it directly contributes to listings. Measure the outcomes. Some offices can’t say no to

anyone, which is lovely, and they might end up sponsoring 20 different groups. My attitude is that you should choose a few and provide real value to those groups where the mutual benefits are the greatest. It might be that instead of being with the soccer club you’re better doing good work for the retirement village, depending on whether your audience is older or younger. Tell everybody, and leverage the good work that you’re doing. Get yourself out of the real estate pages into the general news. That is so powerful, and will ultimately get you recognised.

PUBLIC RELATIONS (PR) Sarah says:

Foster good relationships. When you look at PR, you’re looking at who your targets are. Who are the journalists you need to know? Foster key relationships with those people. They are constantly looking for ideas, so don’t be afraid to pick up the phone and float ideas to them about your local area. It’s a bit of give and take; if you help them, they will help you. If you have an interesting sale, pick up the phone. Be a thought leader. Really distinguish yourself from your competitors by knowing what’s happening in your marketplace and position yourself as the market expert. If you are out there being a thought leader, your prospects will pick up the phone for you when they are ready to make a real estate decision. Think about PR holistically and not just as press. Word of mouth is the most powerful referrer and one of the most powerful tools. So if you’re making sure that every customer experience is a positive one – or even if it’s a a negative one, don’t be afraid to assist in resolving that – that person will become one of your biggest advocates.

DIGITAL Marcus says:

Understand your customers and potential customers: Focus on the social channel where your target customers live and make your destination valuable to them; what is happening in the area, local news, helpful articles, expert advice, property of the week, PR/ news editorial and fun content. Make the channel a great local place for your customers to visit and enjoy, and mix it up! Think about creating a content calendar for your local area and focus on one key channel before moving to the next. Do not spread

yourself too thin trying to get your website updated, emails out, social media posted, SEO optimised but then not doing any of them effectively. Consider using video as a content type across the digital channels, as video is a great way to connect with your audience in a quality way. Make sure you choose a great video production company and get examples of their work. Videos do not need to be just about your property listings. Create local market reports, profile yourself, your customers, ask for business, and provide handy tips and advice. Know who’s talking about you: Set up Google alerts for your office or your name and be aware when you are mentioned in the digital channels. It’s an efficient and easy way to monitor your name and be able to respond where needed.

Lara says:

I think everyone needs to have great SEO, and it has to be intuitive. If I’m searching for a real estate agent in, for example, Newtown, I’m probably not going to search for a person or a brand name. I’m

“You may try something once and then the phone doesn’t ring, so you don’t do it again; whereas I think when it comes to real estate consistency is so important.” going to search for something like ‘Best agent in Newtown’ or something like that. That is what you should optimise your SEO for. The second most searched search engine on the web is YouTube. So make videos about problems that your audience wants solved. Answer questions. This will definitely bring the people in. Things like steps to buying a home, compliance things and other informative pieces, like what is the best local high school. Think mobile. First thing in the morning, we check our phones. After we go to bed, we do the same. Google has done a lot of research on these ‘micro moments’ when people are making decisions about somewhere they want to go, what they want to do, what they want to buy. There are a lot of great resources there that you can leverage (visit thinkwithgoogle.com).

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Q&A within five minutes. One was from a high-profile sportsman looking to invest in Cairns, than a tenant who had just lost his job and wanted to break a lease, than a Chinese billionaire who wanted to meet over a new project. Real estate has no boundaries, no discrimination; just an amazing opportunity to provide one of the essentials of life.

What is the difference between an ordinary agent and a top performer? The market! I’m referring to the market between your own ears. How can two agents in the same office, with the same brand and the same opportunities, have vastly different income levels? The key to success is our own internal dialogue. You’d be right to keep in mind

CONFIDENCE, CHARISMA AND COURAGE WITH 25 SUCCESSFUL YEARS of real estate experience

under his belt, Tony Williamson of RE/MAX Cairns knows a thing or two about keeping your head in the game to create a successful career. Answering the tough questions for Elite Agent Magazine, we find out out how Tony handles the good and the bad days, and more.

ou’ve been in real estate for a long time - what do you love about it? My first boss on my first day in real estate said, ‘We will always have a job’. I asked him why. He then launched into an amazing 10-minute presidential speech about the real estate

52 ELITE AGENT • DEC-JAN 2016

world that could really be summarised as follows: There are two essentials in life, food and shelter, and we cover one of them. Ever since then I have been driven by the fact that everyone needs shelter. We as real estate agents take on this amazing and dynamic role to ensure that every possible person has access to housing. One day last week I had three calls

I think of actors on stage or sportsmen on the field. It’s their ability to continue in the face of adversity that separates the good from the great. the old chestnut that if you think you can, you can, and if you think you can’t, you will end up failing. It’s not education, ideas or product knowledge that gets you over the line. It’s confidence, charisma and courage. The agent that has the ‘red hot go’ is the agent who normally wins.

How do you personally set yourself up for success each day? I take control from the moment I wake up. We live in the age of instant information and we are subjected to an amazing amount of messages, good, bad and indifferent, in many forms. A typical non-controlled day could be as follows. Wake up and check your iPhone for messages and Facebook. Sit in the lounge, put the TV on and crank up the morning news and talkback. Off to the bathroom, more Facebook, cruise through some news sites and check emails. Jump in the car and listen to talkback radio and more news from around the world. By the time you get to the office you’ve been subjected to 47 different, mostly negative, one-way communication channels. So you hit the office and the receptionist says ‘Good morning, how are you?’ Well, by now you’re almost ready to turn around, go home and hide under the doona.

The reality is that our clients need our help. If we are not present, in the moment, with a positive energy, we are not going to deliver. Furthermore, our clients and potential clients need our energy. The whole selling process is just a transfer of energy.

How do you pick yourself up if you hit a rough patch? I think of actors on stage or sportsmen on the field. It’s their ability to continue in the face of adversity that separates the good from the great. I have the mindset that I just need to keep moving forward like a tank. Furthermore, by being clear about your goals and ambitions, you know what you’ve got to do. Then you do it. No excuses. How important is a winning mindset? We run a positive, high-energy business. You have to be careful. Energy flows from you to the client and to your colleagues. Negative as well as positive, and both are contagious. So we need to reinforce our own strengths and continually lift our own game. We never discuss the personal shortcomings of our competitors. We are

always looking to improve. What opportunities become available to agents who get their minds right and take their performance to the next level? People deal with people; we work in a performance-based industry. The rewards are unlimited if you believe in yourself.

to be successful? So when people start talking about the possibilities of an ‘Uber effect’ in the real estate industry, I just pause. Like a good cricketer who judges each new delivery on its own merits, I play the game as it is today. Don’t get me wrong: we

The rewards are unlimited if you believe in yourself. Positive beats negative. Charisma beats misery. Enthusiasm beats experience. Positive beats negative. Charisma beats misery. Enthusiasm beats experience. The best way we can control our state of mind is to be careful of what and who we let in. Shut out the doubts and let in the winning mentality.

Do you have any concerns about the future of real estate? A very wise man told me never to worry about the ‘worst case scenario’, because as humans we have an amazing coping mechanism. How many stories have you heard about the obstacles and setbacks that great leaders have had to overcome

are very receptive to adapting to change, but don’t jump at shadows. There will be threats and challenges ahead. I know some amazingly successful travel agents and stock brokers, who have faced massive industry changes and come through the other side strong. Push on today, be aware and make the necessary shifts and changes as required to stay ahead of the game.

Is there any real secret to success? There is no secret. Just help more people by transferring your energy in the right places at the right time.

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eliteagent.com.au 53

personal development

The art of storytelling TRACEY SPICER REALLY needs no introduction.

As one of the most experienced journalists and presenters in the country, there is not much she hasn’t done in her 25 years in the industry. In the last two years she has also become a highly sought-after MC and keynote speaker, and is a facilitator for the Presentation Skills course at the Australian Film Television and Radio School (AFTRS). After completing this course herself, Samantha McLean pulled Tracey aside to ask a few questions about teaching, presenting and how to overcome the inevitable nerves.

54 ELITE AGENT • DEC-JAN 2016

fter the many years’ experience you have gained presenting on various mediums (radio, TV and in person) what do now enjoy most about teaching others? I come from a long line of teachers, so it’s in the blood! I love teaching presentation skills because they are incredibly important, every day of our lives. When we walk into a room, chat with colleagues, report to the board, speak at a conference, or say a few words at a 21st, it’s a presentation. I especially like to help women, because often we are less confident than men about how we speak and appear. In addition to reading the news, you’ve also become an MC at big conferences and events, including the recent REIQ Summit. What do you enjoy most about that? I thoroughly enjoy meeting people from all walks of life and learning about different industries. As MC, I consider myself to be the ‘glue’ that holds everything together. I never try to be the ‘star’ as MC. It’s my job to set the tone and keep things flowing smoothly. I also enjoy giving keynote speeches about my passions: equality, journalism and social justice.

How do you feel when you kick off a big event? After your many years of experience, do you still get nervous and how do you overcome that? About 30 years ago, when I began presenting, I was so nervous I almost fainted on stage! Over the years, my nerves have diminished to the point where I don’t even feel a flutter. There are skills everyone can learn to manage their nerves, centred on breathing and visualisation.

Every person absorbs information differently. Some prefer facts and figures. Others like anecdote and analogy.

What are a couple of general things you need to be aware of before you walk on stage? Research, research, research! Know everything you can about the topic, company, and fellow presenters. Always test the microphone, lectern and stage. Walk across it a few times to feel more comfortable. What are your top tips for giving a presentation? It depends on your audience, really, so I will break it down into different situations: 1. Presenting 1:1 (for example, a listing presentation) Always open up your body language. No ‘fig leaf’! (clasping your hands in front of you). Also, never clasp your hands

behind your back. What are you hiding there? Start and end with a genuine smile. Think about something that makes your heart sing. 2. To a large or small group of people on stage Every person absorbs information differently. Some prefer facts and figures. Others like anecdote and analogy. Try to combine as many of these as possible in your

presentation to broaden your reach. 3. On video Eye contact is the key. You need to be looking ‘through the lens’, 100 per cent of the time. Wandering eyes make you look dodgy. You also need an extra 10 per cent of energy to reach through and connect with the audience. Visualise you’re talking to a trusted friend.

Elite-agent-2015.pdf 1 1/6/2015 3:26:23 PM

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eliteagent.com.au 55

technology

ON THE INSIDE: LEARNING FROM THE MASTERS OF TECHNOLOGY AS MANAGING DIRECTOR OF the extremely successful

Coronis Realty in Queensland, and with almost 30 years’ experience in the industry, you might think Andrew Coronis knew enough about the industry; but even he admits there is so much to learn and some very exciting times ahead for the property market. Here are some of the things he learned about the future of real estate in Silicon Valley. Story by Tara Tyrell.

N SEPTEMBER THIS year, Andrew

toured San Francisco’s famous Silicon Valley with several other industry participants. The region is home to some of the world’s largest high-tech corporations, along with thousands of startup technology companies. Andrew and the team of 15 other agents met with local successes and toured the headquarters of Google and Airbnb.

THE FUTURIST: ADVERTISING AND PRIVACY The first part of the tour was to have a futurist visit the team to talk to them about strategy, privacy and technology. One of the key issues the futurist discussed was the importance of the customer. “The consistent thing about Silicon Valley is that if you can make life easier for the customer, or the ‘user’, the business will take off. It sounds simple... and when I relay it back to real estate, we have to start thinking of how we’re going to make it a less frustrating experience for the customer,” Andrew says.

56 ELITE AGENT • DEC-JAN 2016

The other thing is that there is no more privacy. “Whatever you’re going to be doing in life, whether good or bad, will be marked online and will be there for everyone to see. Today there is no more privacy, particularly with the increasing use of technology. You already see this on Facebook and Google, where when you change your status or put in a search the site tracks what you’re looking at and ads start to appear based on those.” And that is just the tip of the iceberg. “It’s quite primitive at the moment. These days we can search on our phone, Google or other search engines and all of it is being recorded. Then this information is played back to us in advertising. But it’s going to get more intense over time. You’ll be walking past shops and restaurants, and all of a sudden your phone will start beeping that you’ve been there. If you search how to make a particular chicken dinner, walk past a restaurant that sells that dish and your phone beeps. That’s the way life is going.” And in relation to real estate, this becomes even more integrated, to the benefit of agents themselves. Being able to track potential clients, the types of properties they are looking at and where they’re looking, could essentially see real estate agents making far more deals by offering the right property to the right person. Andrew says, “There are things coming out of Silicon Valley where it’s already happening with big data. There are businesses in the States already doing it, where they’re buying the database from a

“The world of real estate you will see tomorrow is one you never imagined five years ago.” big bank, the IRS, the Postal Services, and they’re overlaying it, running algorithms over it to get tracking of who is more likely to sell the house. That’s already starting now and will become more and more prevalent. “At the moment privacy laws are there because people get annoyed because they’re being hassled. If it’s subtle people don’t realise it’s happening.”

AIRBNB: FUN IS THE KEY TO SUCCESS Visiting Airbnb was next on the agenda and was an experience Andrew says “blew his mind apart”. Airbnb is an online marketplace where people can list and book accommodation around the world, with unique experiences in more than 34,000 cities. As you can imagine, the headquarters

look, seen it and you love it. Then you go home, lie on the couch and go online again. You get into the virtual reality, start placing furniture around the house and start bonding with it more.” We also asked Andrew whether, from his experience at Google, he thinks they will play more of a role in listing portals, but he was adamant they weren’t interested. “They have no intention of doing that. They were very frank about it. They’re more interested in the technological side of it; I got an impression they see themselves as the intermediary to help with the technology, to help businesses around the world. They don’t want to get involved in businesses at all. They want to offer solutions to people.”

ADVICE FOR AGENTS: FUN AND EDUCATION

“If we can make work fun and engaging for people, they’re more likely to work really, really hard. If it’s not fun, they turn off and go away. Fun will attract people to your business.” was busy, but Andrew says it was surprisingly relaxed, something which many businesses today are realising they need to become in order to find and retain quality staff. “At Airbnb you’ve got 25-year-olds walking around, some with their dogs or with headphones on, and it’s incredibly calm. It’s not a noisy place at all. There’s a wonderful working environment of all different breakout spaces, as you can imagine. The big thing, for me, is they’re young people running a business. All they’re doing is innovating. Their job is to make the consumer experience better for their product. They’ve a restaurant where they’ve got a Michelin star chef serving food to them, day or night. It was a fun place to be.” Exciting as it might seem, Andrew says there is no way local businesses could afford to run their operations in the same way, but creating an environment where people enjoy working, or providing an office away from the office – remote working – is the key. “What I took from this experience is that having a fun environment is something we can be in charge of. A fun environment doesn’t mean you have to spend a whole lot of money. It can be doing very basic things, because people are good with basic things,” he explains. Also, working on a computer means you don’t need to sit in an office; having the flexibility to move around, work in your own time and still get the job done is often the key to happiness and success. “Having that option to work when it

fits around your life creates the ultimate work-life balance. It’s our responsibility as leaders and producers to create a fun environment with our energy, our passion and our enthusiasm, so people want to come and work with you.”

GOOGLE: IF IT’S FAILING, DROP IT Hitting the campus of Google, workplace of 17,000 people, what surprised Andrew the most was the age group. “If you’ve ever seen the movie The Intern that’s pretty much what it was like.” He said the average age was probably around 35 years, though many of the older ones have been around since the 1990s. The campus had a different feeling to it, an older culture, incredibly progressive and open about making mistakes. “They have a thing called ‘failing fast’. If it’s failing, drop it and move on. Don’t try to fix it. That’s probably what I took from Google the most.” Andrew says virtual reality is big with Google at the moment and the future of this avenue is incredible. “There’s no doubt virtual reality is going to be a big thing for house hunting going forward. I don’t believe it’s going to change the fact I want to walk through the house, touch it and feel it. I think most people would still want to do that, because it’s a very emotional thing; it’s a journey. “What it might do, though, is get you more engaged and more in love with the house through virtual reality. You’ve been for a

So what were the big takeaways from the trip for Andrew? ‘Fun’ was the key. “Every day you’ve got to make your work fun. Fun is what we all like as humans; universally we like hanging around fun places. We’ve got to somehow make it enjoyable whilst still making it profitable. If we can make work fun and engaging for people, they’re more likely to work really, really hard. If it’s not fun, they turn off and go away. Fun will attract people to your business.” He says another thing real estate needs as an industry is to work a lot harder on customer service and educating clients. It’s not just about the people selling the houses, but about buyers as well and offering the same level of customer service to both. “In our business alone we get 4,000 inquiries a week across tenants and buyers. When you get customer service right on both standards, people want to use you and your business will fly. “The customer’s not the person who sells their house, specifically; it’s the person who’s buying a house as well. They’re all part of the transaction. As an industry we’ve got to get better at helping people through the process. If we can show a tenant when they’re moving out of home how to rent a house, how to get a bond, how to get a loan, save for a deposit, do all these things and then help them to buy a house, I think that is what people will be looking for moving forward rather than being left out in the wilderness.” And getting advice from the right people could make all the difference. “The value of real estate comes from getting involved in the process and guiding customers. Go and source the right people; and I implore agents to take a couple of days a month to go and find new things to learn.”

eliteagent.com.au 57

agent profile

Sue Robertson RE/MAX Baffle Creek, Qld

Sue Robertson came across beautiful but remote Baffle Creek in the Gladstone region of Queensland by chance. She is extremely passionate about the Baffle Creek area and has taken out several awards at both state and national levels for highest number of rural sales.

BAFFLE CREEK1 is on

the Queensland coast, approximately one hour from both Gladstone and Bundaberg. The ‘creek’ is actually a whopping 120 kilometre-long river with a tidal reach of 35km, which boasts being one of the few pristine waterways in south-east Queensland. In addition, the region has another three tidal waterways and over 30 kilometres of beautiful, unspoilt beaches. The climate is subtropical, with summer temperatures usually no higher than 31 degrees and humidity rarely above 60 per cent. Crocodile and box jellyfish-free, the area has been a holiday mecca for campers, fishermen and water enthusiasts for many

years and is recognised for good fishing, crabbing and prawning. Firstly, what brought you to Baffle Creek? I was actually looking for properties for my mum and dad and tripped across Baffle Creek in my search. I fell in love with the beauty of the area. It is unspoiled and quiet, the sort of place your parents took you to when you were a kid - before those places got discovered and progress ruined them. How many people work in your office? There’s just the two of us here, myself and Sandy, who is my PA. Sandy has worked for RE/ MAX for five years, the last

year with me running the office. Prior to that she was in sales in Bundaberg. Describe Baffle Creek and the type of properties you work with. Being a rural area, most of our blocks are 40 acres or larger. We have vacant blocks, weekenders and houses. The area was all grazing going back many years but it’s changing now. Although we do have some large grazing properties, mostly people buying in the area are looking for a lifestyle block where they can hobby farm. Pretty well the criteria of all buyers are ‘I don’t want to see neighbours and I don’t want to see the road’. I spend half my

time driving on the road and the other half bush-bashing over properties. Some have pretty rough tracks, if you can call them that. If I list a property that has no tracks, I’ll walk it so I can explain it to buyers. The region appeals to those people who are looking for a lifestyle change to escape the hustle and bustle; and, as the saying goes, ‘the best investments are made before an area is discovered’. What do you still find most challenging about what you do, and how do you deal with it? One of the things I find most challenging is dealing with so many people, owners and buyers, and finding the time to keep in touch with them all. I spend my life apologising! Describe what a typical day looks like for you? My day generally starts with phone calls from owners and buyers. I usually race into the office to get information on properties I’m showing that day. As I cover a large area, I’m generally in the car with people for at least half the day, or all day many times. Sometimes I run from one lot to another sometimes three a day. When finished, regardless of what time that is, I answer missed calls, return email enquiries, try and ring a couple of owners up

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to 8.30pm. Then I usually start sorting photos and doing writeups for new listings. Busy, busy! Being so remote, how do you keep in touch with the team? I love the support calls I get from the team at RE/MAX head office. Being an hour from any other agency, it’s just nice to feel that they are there and care enough to keep in touch regularly with you. Is there one thing that’s not obvious about you that you wish more people would ‘get’? One thing is that I’m actually very shy. The other is that I work all the time and I wish owners would understand that even though they may not hear from me for a while, I’m still flat out and working for them. There is so much behind-the-scenes work that owners really have no idea about. What’s your secret skill or superpower? I like to please and help people. I love being told ‘you’ve done a great job’. I work very hard to please everyone and it’s nice when it’s appreciated. What makes you laugh? To be honest, it’s hard to say. That’s the outcome of too much work and not enough play! My grandchildren, when I get to see them, are funny. What’s the best compliment you’ve ever received, and why? That’s easy: being told ‘You’re the best mum’. Life wasn’t easy when bringing up my girls and sometimes you make decisions and worry at the time how it’s going to affect your children when they grow up. It’s a relief to know that you did your best and it worked out.

AS I COVER A LARGE AREA, I’M GENERALLY IN THE CAR WITH PEOPLE FOR AT LEAST HALF THE DAY, OR ALL DAY MANY TIMES. SOMETIMES I RUN FROM ONE LOT TO ANOTHER – SOMETIMES THREE A DAY.

on a holiday together without stressing about the bank balance. I’ve worked all my life as the kids were growing up, out of necessity, and as I am always so busy it’s very rare to be able to spend time with my family. To me, the dream is to be able to afford to take them all away for a week or two so that we can have genuine ‘catch-up’ time.

Is there anything you’re afraid to do, or you would like to do if you weren’t afraid to do it? I hate public speaking in any form! As I said, I’m pretty shy and don’t like being the centre of attention in any way.

What’s next? I want to try and get balance back in my life without letting anyone down. I always joke to people that if I was rich I’d be able to buy all the blocks I fall in love with and then I’d be the Queen of Baffle!

If you could give one piece of advice to your younger self, what would it be? Looking back with the benefit of hindsight, I would have bought real estate much, much earlier. Fear of buying badly and

lack of confidence made me back away whenever I thought about it. You can make money by buying. It’s forced saving. Define success for you personally. What will you have achieved? To me, success is having an excellent reputation and being known in an area as the best. Money is secondary, but I’ll think I’ve achieved success when I’ve got enough money in the bank to be able to take the family

1. According to Wikipedia the population of Baffle Creek was too low to separately report in the 2011 census and was aggregated with the neighbouring locality of Deepwater which had a reported population of 548 people.

eliteagent.com.au 59

The Home Straight Mark McLeod

Turn of the tide Watching the industry’s reaction to a changing, and what many people consider challenging, landscape has been interesting. Markets rise and fall, and that is the nature of our industry; but it’s how agencies react that will ultimately determine their fate.

HEN THE

market rises many hitch their wagon to the beast, but when it falters they find it difficult to unhitch themselves and discover that the changes they need to make are both difficult and unclear. The first thing to go, and the most dangerous, is always energy. This shift in energy changes discussion and chatter within the business and results in a drop in enquiry and traffic. This ultimately leads to questions like, ‘How were your open homes on the weekend?’ Or excuses like, ‘My stock is priced right; it’s just that there are no buyers at the moment.’ It requires a lot more focus and process to secure a premium price when the market changes than it does to get a record price when the market is booming. It requires a detailed approach to everything; no enquiry can be taken for granted! Fast and effective follow-up and an in-depth, empathetic approach to vendor feedback and service is required. Remember, you have to earn the right to have a difficult discussion with an owner by first providing outstanding customer service. A great question to ask yourself is, ‘What is the discussion going on in my owner’s home tonight? Is it about me and my lack of

60 ELITE AGENT • DEC-JAN 2016

Don’t forget that being a real estate agent is the profession you have chosen. The markets are like the tide; they go out, but will always come back in. enthusiasm and service?’ If it is, you have guaranteed that the owner takes no responsibility for the position of their home on the market. Or have you created an environment through information and platform that allows them to have a discussion on where their home sits in today’s market? Once you are on the wrong side of this particular discussion, it’s a long road back. Make sure you remember that your homeowner should be making a decision based on facts and not on your opinion. Gather the facts for

them. You should be providing the owners with properties that have come to market in comparison to theirs, what has sold in comparison to theirs (even though they may believe theirs is superior), what buyers who inspected their home have gone on to purchase. And the most important fact: offers. See offers as part of the process, not the end of the road. So often the premium price has been achieved because the owner has been able to identify a great offer when it’s on the table. It is our ultimate

responsibility to ensure that this occurs. One of the great roadblocks in navigating a changing market is our opinion of price. Reflect on how often properties sold well above expectation when the market was booming. Ultimately, we were often wrong. Consider this: we were wrong on the way up and we will equally be wrong on the way down. The difference is that we were delighted to be wrong on the way up but are indignant about being wrong on the way down! We have played no role in the economic factors that caused the rise in the market and have played no role in its change. My advice is to detach yourself from the issue of price and focus on the process. Finally, provide an energy and tenacity for your owners. Leave no stone unturned, and accept when enquiry drops that maybe the buyers are still there but at a level below where your expectations lie. Stay positive and persistent – our owners need us more now than ever before so embrace the change! Don’t forget that being a real estate agent is the profession you have chosen. The markets are like the tide; they go out, but will always come back in.

Mark McLeod is the Ray White Group’s Chief Executive of Growth. He works alongside both agents and businesses across Australia, helping them reach their ultimate potential to achieve success.

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