ELITE AGENT Issue 10 Apr May 2016 [FULL]

• HOW ARE THE TRANSFORM SUPER SIX GOING? FOR UPDATES AND COACHING TIPS SEE PAGE 16

LEARN FROM THE BEST #10 APR/MAY 2016 AU$13.50

4 RULES FOR BUILDING A WORLD CLASS REFERRAL NETWORK 5 TRENDS THAT MAY INFLUENCE PROPERTY IN AUSTRALIA COMMUNITY ENGAGEMENT

5 ways to build your profile

IS YOUR DATABASE FIT OR FAT? THE AWESOME HUMAN MANIFESTO

THE TRUSTED ADVISOR

Stefanie Dobro

FEE NEGOTIATION How to get what you’re worth

Thank you!

ELITE AGENT WOULD LIKE TO THANK OUR TRANSFORM 2016 SUPPORTERS

MY REAL ESTATE CPD MY REAL ESTATE TRAINING

TO VIEW ALL THE LATEST COACHING AND TIPS VISIT ELITEAGENT.COM.AU/TRANSFORM

Issue 10 Apr/May 2016

eliteagent.com.au eliteagent.tv SAMANTHA MCLEAN – Managing Editor samantha@eliteagent.com.au MARK EDWARDS – Commercial Partnerships mark@eliteagent.com.au JILL BONIFACE – Sub-Editor editor@eliteagent.com.au

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Contents Regulars 010 EDITOR’S LETTER 012 UPFRONT News from the Community 016 EVERYONE’S TALKING ABOUT Transform 2016 024 PEOPLE PARTNER Fiona Blayney

16

026 BUSINESS DEPOT John Knight 028 DATA INSIGHTS Eddie Cetin 030 HEALTH SCIENCE Emily Schofield 032 MINDSET CORNER Jet Xavier 039 CHAMPIONS Raine & Horne, Belle Property Awards 048 AGENT PROFILE Trent Faunt, Place Estate Agents 052 THE HOME STRAIGHT Mark McLeod

First Person 020 LISTING AHEAD OF THE CURVE Josh Phegan 022 A FOCUS ON GROWTH Mark Woschnak

34

Cover Story 034 THE TRUSTED ADVISOR Stefanie Dobro

Elite Agent 038 T ECHNOLOGY BUILDS THE AGENT OF TODAY Ash Marton with Iolanthe Gabrie 040 BUILDING A WORLD CLASS REFERRAL NETWORK Kylie Davis 042 M IND OVER MATTER Charmaine Keegan 044 W HEN TWO (DON’T) BECOME ONE Andrea Bonner and Sally Shaw with Iolanthe Gabrie 046 C OMMUNITY ENGAGEMENT: 5 BUSINESS BUILDING IDEAS Tanja M Jones 050 5 TRENDS THAT MAY INFLUENCE PROPERTY Steve Mallach

44 8 ELITE AGENT • APR-MAY 2016

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.

Visit eliteagent.com.au/realestatejobs for more info or contact us on (02) 8231 6669

T EDITOR’S LETTER THERE IS SO MUCH I could write

about this issue, but I am going to stick to four things that come to mind when I think about some of the people I have come to know (or know better) in the last month, in terms of their generosity, willingness to learn, enthusiasm and those who just want to make a difference.

Let’s start with generosity.

When we first approached many of our coaches with the idea of Transform, our attempt at changing the results of six agents by giving them the best coaching on offer in the real estate industry over 12 weeks, there was a lot of ‘fast talking’ on my part. What was it about, how was it going to work?

There were also a lot of people asking, ‘What do you need from me?’ I can’t count the times where I said, ‘I want to make a difference, do something different’. Well, what’s different, you might ask? The answer is plenty.

I think this is the first time that a traditional magazine publisher (like us) has ever shown what I would call both sides of the story. We always try to bring the experts to you, as our mantra is ‘learn from the best’. Every contributor in this magazine has something to offer because they have the experience, knowledge or knowhow. But, as you told us in our Reader Survey and in our Sentiment Survey at the beginning of the year, you found it inspiring to hear from rookies, real people and different agents, and the markets vary widely in different geographies around this wide brown land.

And really that was how Transform came to be. Six

10 ELITE AGENT • APR-MAY 2016

agents. Twelve weeks of coaching from the best. The magazine meets real life. Real takeaways from experts and different coaches in different markets at different stages in their careers, plus a few bonuses and goodies thrown in, like tickets to AREC 2016 and much more (you can find all the details and follow your favourites by visiting eliteagent.com.au/ transform).

Back to generosity. I would like to thank all of the wonderful coaches who gave us their time and wanted to be part of this program and really ‘got it’. I was humbled by all the people who approached me, who also really wanted to do something good and provide valuable content to

tough love from John McGrath and Claudio Encina. If you have been following the Transform ‘webisodes’ then you will have seen some highlights. But there was quite a bit of this one we deliberately didn’t show because it pretty personal for our Super Six. John spoke individually to each one of our Super Six to break down what their goals were and what it was going to take to achieve them, including the selfbelief it would take to get there.

It was tough. There were some things John said that were hard.

But everyone took the feedback in the spirit it was intended – and John is right, of course - you need to have absolute clarity on your goals and get rid of the noise if

John is right, of course - you need to have absolute clarity on your goals and get rid of the noise if you want to give yourself the best chance of success. the rest of the industry. And the knowledge and takeaways so far have been enormous. Not just the usual stuff that everyone talks about, but how our Super Six are implementing what they have learned in their different markets.

This aspect, in particular, has been really interesting to watch; and I am sure if you are reading this there will be something for you, no matter where you are, no matter what you do, no matter what level you are at.

Willingness to learn. I am totally blown away by the six agents we chose from hundreds of applications to be our ‘Super Six’. We started with a bit of

you want to give yourself the best chance of success.

Then there was the lesson from Claudio on ‘will power vs why power’. Our Super Six heard Claudio’s very personal ‘why’ and how it can make you move

in the morning, make that extra prospecting call, and really just do what needs to be done.

Listening to this, for me, was a true game-changer and I’ll come back to that in a moment.

Enthusiasm. Our Super Six are wonderful people who are like sponges – excited by everyone they have met, keen to share what they have learned – and the way they have bonded together to help each other along the journey, going above and beyond to support each other, has just been amazing to see. I’ve watched their videos and their progress, and there have been one or two emotional moments where I have just been speechless at the power of the human spirit and the ability to learn if you are really open to it. Even at this early stage, our Super Six have been contacted by others for advice or for coffee chats, and they are loving the fact that you are following them. I think that actually gives them greater enthusiasm to want to do more.

Making a difference. I’ve sat in on most of these coaching sessions myself and have again learned a lot. I will admit there has been a lot going on for us and a few bumps in the road which we probably didn’t expect which led to long hours and

one or two unexpected bruises that had the potential to throw everything right off course.

But again I come back to the generosity of the universe and when one door closes, others open. And I do believe everything happens for a reason. While we may have had to weather one or two unexpected storms, the sun came out and shone more creativity than what might previously have been possible.

With the long hours, I really started to think about my own ‘why’. (Thanks ‘Osher!’) Before Transform I thought that it was more about security and being in control of my own destiny.

But then I realised that wasn’t enough. If I were to break down to one word my ‘why’ as the Super Six were asked to do, the word would simply be ‘difference’. That’s what this magazine is about at its heart: making a difference, whether that’s big or small. Small differences can amount up to big things.

So a big thank you to all of our Transform coaches and sponsors, and I do hope that you find one thing in the program that makes a difference to you. I look forward to seeing everyone at AREC 2016 this year, and smile as I think which of the Super Six could be on the cover next issue as the ultimate winner of Transform 2016. They are such an awesome bunch it could be any one of them, and at this point I couldn’t be prouder of them all.

eliteagent.com.au 11

UPFRONT

LEARN FROM THE BEST – VISIT ELITEAGENT.COM.AU

Matter kick-starts the shared solar market with new collaboration tool

REA Group announces six months’ paid parental leave for primary carers REA Group has launched one of the most innovative parental leave offers in the Australian technology industry, with six months’ paid parental leave for primary caregivers and three months’ paid leave for secondary carers/partners.

“Becoming a parent is incredibly exciting and we want our people to enjoy the experience without worrying about how to combine work and family,” said Tracey Fellows, REA Group CEO. “By providing six months’ paid leave to our employees who are primary carers, and three months’ paid leave for secondary carers, we’re giving our people financial security to take the time they need with their families.

“People are at the heart of everything we do and we are very proud to be one of the first Australian technology companies to offer this kind of benefit to our employees,” Ms Fellows added.

Highlights of the REA Group Parental Leave offer include: • 6 months’ leave at full pay for the primary carer (20 weeks paid at commencement of leave; 6 weeks paid on return to work) • 3 months’ paid leave for the secondary carer (6 weeks at full pay, 6 weeks at half pay) • Available to all permanent employees after 6 months’ continuous service • Superannuation paid for entire period of leave (paid and unpaid) up to 12 months • Flexible return to work for primary carers for 4 weeks (75% of agreed work hours) at full pay.

To find out more about how REA Group helps its employees live their best lives, visit careers. realestate.com.au.

12 ELITE AGENT • APR-MAY 2016

Australian tech start-up Matter has unveiled Hana, the world’s first online platform for facilitating the move to shared-solar in rental properties.

In December Matter launched Digital Solar, a technology service that provides an entirely new way for renters to access solar power by sharing their landlords’ panels. Digital Solar creates value for landlords and tenants by replacing expensive daytime electricity with clean, lower-cost rooftop solar.

Hana now helps landlords and tenants decide whether Digital Solar will work for a particular property by guiding the parties though a

simple, online workflow that estimates how much solar power will be consumed, how many panels should be installed and how to share the value that is created.

This provides landlords and tenants, who most likely don’t know each other, with a way to easily predict and share mutually beneficial value created from Digital Solar, while safeguarding privacy of information, to build a community of shared solar renters.

“Hana fosters stronger communities and healthier societal outcomes,” explained Chris Mrakas, CEO of Matter.

For more information visit smartmatter.com.

Close More Sales with Deposit Power’s Home Equity Option

without the delay of waiting for their loan to be approved. It also allows you, as their agent, to open up the discussion around the listing of their existing home. In this scenario, you are not only securing the sale but potentially a new listing too.

The Deposit Power Home Equity Option also provides your buyers with a flexible cash deposit alternative.

Depending on the amount of equity a buyer has in their existing property, a Deposit Guarantee can be issued for a maximum settlement term of six months and for up to 10 per cent of the purchase price on residential homes and investment properties.

Alongside the Home Equity Guarantee, Deposit Power offers a wider range of flexible deposit solutions to assist your buyers to secure their next property and you the sale. Deposit Guarantees can be issued for up to 10 per cent of the purchase price on residential homes, investment and commercial properties.

Using a Deposit Power Guarantee is a valuable tool for agents to sell more properties and provide their clients with a complete sales solution.

For more information please visit depositpower.com.au, or contact Deposit Power on 1800 678 979 to arrange for a representative to visit your office.

Are your buyers asset rich but cash poor? If the answer is yes, Deposit Power can help set you apart from the crowd by providing them with the freedom to purchase property today.

As an agent, it is important to provide a high level of service in order to remain competitive as well as maintaining the loyalty and trust of your buyers. The most successful agents go beyond the basics of buying and selling a home and look for ways to simplify and speed up the sales process, which in turn allows you to sell more properties. This often means that you will be required to assist your buyers with financing solutions. With Deposit Power’s new Home Equity Deposit Option, you are one step closer to helping your buyers secure their property quickly and easily.

A Home Equity Deposit Guarantee allows your buyers to move quickly to secure their next property as it removes the need to have a preapproved loan prior to purchasing a property. Potential buyers with established equity in their home can now access a deposit guarantee

UPFRONT

Campaigntrack fast-tracks McGrath’s national expansion Over the last five years the McGrath franchise has doubled in size, currently standing at 78 offices around Australia. As McGrath’s marketing platform and content service provider Campaigntrack has worked closely with the group on its ambitious national rollout.

In 2015 an impressive 18 McGrath offices were opened in succession.

This year alone Campaigntrack has helped launch five new McGrath offices, including: Waverley and St Kilda in Victoria; Paradise Point and Caloundra in Queensland; and Newtown in New South Wales.

The relationship between Campaigntrack and McGrath is a longstanding one. During the launch process Campaigntrack staff assisted with onboarding and change management, helping agents transition to the McGrath identity, brand style guidelines and marketing procedures.

“Campaigntrack has been a really critical part of our business, not only the running of our business but

the growth of our business,” John McGrath says.

An important ingredient in ensuring the new offices are ready to hit the ground running is Campaigntrack’s ability to assist in the timely delivery of all newly branded office, agent and property collateral.

“In the preliminary stages we make sure the offices are connected through Campaigntrack to all their suppliers and able to produce their own McGrath branded marketing and advertising materials,” explains Rob Hankins, Campaigntrack’s Account Director. “We provide support to new McGrath staff at all levels; from agents to managing licensees and marketing administration.”

This support includes hands-on training as well as ongoing dayto-day support with deadline management, magazine pagination and media coordination.

“Our fast turnaround times are a big part of the success,” Hankins says. “We make the transition to the McGrath brand as seamless as possible. We ensure that all content is written, shot and produced onbrand and on-time for the office’s grand opening.”

For more information on Campaigntrack’s full range of services please visit campaigntrack. com or phone 1300 787 220.

Solar Nitelites: Property signage goes green

option of solar power instead of mains power can be used when an external power source is not available or easily reached.

Solar Nitelites feature large solar arrays that have been tested and designed to withstand the elements. The signboards come with a battery pack that can last up to two days, for when the sun just refuses to show its face.

Printed with environmentally-friendly, scratch resistant material, the high quality backlit banners on Printforce Nitelites are optimised to provide the best colour contrast when lit. Now with the addition of solar panels this medium is sure to be a hit with vendors and agents alike.

Contact Printforce, the Property Marketing specialists and ask about their full range of Nitelite Signboards.

The latest evolution of property signage has been the advent of illuminated signboards. Printforce has been at the forefront of the latest technology and has now incorporated the benefits of solar power in its latest range of backlit Nitelite Signboards.

With a uniquely modern design, Printforce Nitelites feature edge-to-edge lighting using the latest in weatherproof-LED technology that gives the signboard a full-face illumination and ultimately the brightest (pun intended) exposure for the property, even after dark. And now the 14 ELITE AGENT • APR-MAY 2016

LEARN FROM THE BEST – VISIT ELITEAGENT.COM.AU

Eview Group welcomes Jonathan Rivett to Mt Eliza Congratulations to Jonathan Rivett from Eview who has opened his own office in Mt Eliza.

After working as a salesperson with the Eview Group for the last three years, opening the Mt Eliza office was a natural next step in his career.

Joined by a great team of agents, he is excited to be working in the Mt Eliza area and be a part of the local community.

When Director Jonathan was asked ‘Why Eview?’ he said, “When looking for a new agency to work with, my priorities were flexibility, the ability to own and grow my business, and to get the best possible reward for my effort. When I spoke to Eview, I knew I had found the right place and was welcomed like family. Not only has my business flourished as an agent, but I have now opened my very own franchise and launched my own brand – all in three short years!”

Eview Group’s strengths lie in exceptional back-end systems, marketing and administration support. Their unique system, Your Brand Your Business (‘YBYB’) allows franchisees to promote their brand and keep their identity in the marketplace while still being a part of a fantastic organisation.

Providing our clients with all the support they need so they can create fun and profitable businesses is our goal and what drives us at Eview.

Secure your suburb today - Call Maria Findikakis on 0417301875 or email maria@ eview.com.au.

@ANDREABONNER_ @DYLAN_NORMAN_REALESTATE @CITYBEACHPROPERTIES

@BALMAINAGENT @JESSMAZZOCATO WINNER! @TAYLOR_ROMAO

@BUSIVID

SNAP, SHARE AND WIN! Over the next two months we have two copies of Fredrik Eklund’s book The Sell: The secrets of selling anything to anyone.

All you need to do is tag your photo on Facebook or Instagram with #eliteagent #arec2016 #fredrikeklund Make sure also you follow and tag @eliteagentmag + @arec2016. The most creative snaps that include the magazine or brand will win the books.

WINNER! @RANDRPROPERTY

facebook.com/eliteagentmag instagram.com/eliteagentmag

@FLETCH2104

CONGRATULATIONS to our First Class Hamper winners @randrproperty and @taylor_romao

EVERYONE'S TALKING ABOUT…

WHAT’S HAPPENING IN TRANSFORM? LAST ISSUE, AT THE BEGINNING OF FEBRUARY, we made

the call to find six agents who wanted to ‘transform’ their careers by being coached by the best and become part of #teamelite at AREC 2016. And we found our Super Six, chosen from hundreds of applicants from different locations, different markets, and with different levels of experience. If you haven’t been following the journey so far, here’s a quick snapshot to get you up to speed.

MEET THE ‘SUPER SIX’ JEAN-PAUL ELSING FOLLOW JEAN-PAUL ELITEAGENT.COM.AU/ JEANPAULELSING Jean-Paul has been in real estate for 18 months, having started in July 2014. He previously worked as a carpenter. “I love being able to give people the home that they deserve, and making them happy going into that new home. I used to be able to do it when I built their new home; now I can sell them their new home!”

Jean-Paul says Taree is a beautiful place to live. “The best thing about Taree is diversity.

You’ve got beaches, rivers, mountains all within 20 minutes of the town centre.”

Jean-Paul is inspired by two well known agents. “[One of] the main people I look up to is an agent in Double Bay called Bill Malouf, who I know personally through family. Another one is an agent in my office called Justin Atkins. The commitment and structure he has is just remarkable.”

A tip from Jean-Paul: “Setting my ‘why’ has helped me do things I thought I couldn’t do to go the extra mile. I never had that structure before; I thought I was there to make money, but really I don’t want to be where I was a couple of years ago and this [program] has helped me clarify this.

“Also to have set goals and make them clear, as John McGrath taught us in Week 1. I’m surprised at the amount of people that don’t have clarity on their goals and now I see that

16 ELITE AGENT • APR-MAY 2016

it’s so essential. I’m also going to stop looking for listings everywhere and be more targeted about my prospecting.”

JAMIE VAN LE FOLLOW JAMIE ELITEAGENT.COM.AU/ JAMIEVANLE Jamie has been in real estate since 2009, and he lives and works in Botany.

“I love the area. I’ve watched it blossom from an industrial area to one of the trendiest suburbs in recent times.

“The thing I’m looking forward to most at AREC16 is getting a chance to meet all the great performers in our industry; if I get a chance and [I’m] fortunate enough to pick their brains, I’d love that!”

A tip from Jamie: “My favourite thing so far is really understanding how accountability is so important to my business; reason being is without accountability we tend to be softer with ourselves.

“What really resonated with me about the session with John McGrath was the concept of being ‘professional’. It went over my head the first time and then I really thought about it and he said that the hardest thing was to be honest with yourself. So I’ve been asking myself if I have been professional in every aspect of my work life; and if I am being honest, I guess I wasn’t! And moving forward I am going to try the best I can and always keep that at the back of my mind. And when I am at work I am 100 per cent at work,

and when I am at home with the family I am 100 per cent at home.”

MELINDA ALLAMBY FOLLOW MELINDA ELITEAGENT.COM.AU/ MELINDAALLAMBY Melinda has over 20 years’ experience in real estate; starting at the tender age of 14, she worked in a variety of roles before deciding to return to sales.

“Working through the ranks in property management, reception and sales, I’ve also owned my own agency; [but] I’m happy to say I love the sales role and that’s where I’m beginning again,” she explains.

Looking ahead, she says, “I’m looking forward to seeing Fredrik Eklund, the New York multimillion-dollar lister. I think he is going to bring some amazing energy to the final part of AREC 2016.”

A tip from Melinda: “When we met with Greg from CoreLogic, he showed us some fascinating insights into RP Data. I have been using RP Data for some time now but now I really know what a great research tool it is. But Greg also talked about the analytics for VPA and it really honed in how we can make the numbers work. I was in a listing presentation earlier in the week;

“Mindset – all I can say is just do it! Stop hesitating, procrastinating and lying to yourself. As Jet Xavier would say, be a skydiver and jump right in!”

THE TRANSFORM PROGRAM SO FAR

Visit eliteagent.com.au/transform for highlights of the Transform Program Coaching Sessions so far

COMING UP IN TRANSFORM

Mark these dates in your diary and visit eliteagent.com.au/ transform for highlights

Date

Coach

Topic

Date

Coach

Topic

4 March

John McGrath/Claudio Encina

Goal setting, thinking bigger and what it takes to really ‘Transform’

8 April

Claudio Encina

Creating a market monitor, becoming a hyperlocal expert

11 March

Claudio Encina/Greg Dickason, Core Logic

Understanding your ‘why’, Ideal day/week, Reading the data and making it work for you

Steve Carroll, realestate.com.au

Becoming a digital leader; getting leads through agent profiles

Claudio Encina

18 March

Stu Benson, Benson Auctions

Successful discussions around VPA

Reviewing lead generation scripts

Fiona Blayney, Real +

David Bliss, Agentbox

Prospecting and marketing techniques to win more listings

Working with the PM team to generate leads

Your personal digital marketing strategy

22 April

Josh Phegan

Josh Cobb, Stepps

Productivity and personal milestones for growth

Helen Mitchell, Busivid

Tips and tricks in personal video marketing

29 April

Susie King

Charmaine Keegan

Eliciting a prospect’s buying strategy using NLP

Mental toughness: managing the highs and lows

Jet Xavier

Getting mind fit

Emily Schofield and Chris Foy, Vision PT

Going the distance: how to get your body to keep up with your schedule

6 May

Steve Carroll, realestate.com.au and special guests, including Maria and Manos Findikakis

Presentation skills, presenting to camera plus a few surprises!

13 May

Tom Panos

Reviewing buyers’ scripts and vendor management

19 May

James Tostevin and Kate Strickland

Measuring your prospecting results and the importance of ongoing mentoring

25 March

1 April

I really knew my numbers and showed off the stats, and it really worked! It got me that extra bit of VPA; it was only $3-400 but it worked – it was VPA that the vendor was willing to invest in their property. The client thought there was only one type of advertising or marketing that was needed; we discussed the reports [and] they also showed that the VPA from wider exposure would be better.”

“My other favourite takeaways so far have been about belief, clarity and mindset.

1. Believing in yourself gives confidence and with that comes the ability to really outshine my competition, better using my existing skills.

2. Clarity gives definition and purpose for my business.

3. Mindset - all I can say is just do it! Stop hesitating, procrastinating and lying to yourself. As Jet Xavier would say, be a skydiver and jump right in!”

15 April

BEN MUNRO SMITH FOLLOW BEN ELITEAGENT.COM.AU/ BENMUNROSMITH Ben Munro Smith has been in residential real estate for just over two years, but was already working in the property industry for eight years before that.

He works in Balmain, a suburb in the inner west of Sydney with a strong community spirit. “What I love about Balmain is the sense of community. Everyone knows everyone,at least by face if not by name.

Lots of smiles. It’s a beautiful place to live.

“One of the people I’m most looking forward to meeting is John McGrath. I’m lucky enough to work for McGrath, as I’ve just started with the team, I haven’t had the chance to meet with him yet. As soon as I do, I know it will be spectacular.”

A tip from Ben: “It sounds simple, but honestly the biggest thing I’ll take away from the program is to be consistent. Claudio hit the nail on the head when he said it in week one and I’ve kept it in the back of my mind in every session since.

We have learned so many fantastic things, been exposed to so many brilliant ideas, but success comes from choosing what works and sticking to it.

“Also, when Stu Benson said, ‘Prepare for the conversation’, it just made sense. He made the valid point that there is always going to be someone better than you out there, so don’t become complacent. You need to know your product inside out, know options available to your client and know your competition. Then back it up with tools, case studies and statistics. Know your stuff, then prove you know it. As soon as I heard this I thought to myself, ‘If I’m doing this, how can they say no?’”

eliteagent.com.au 17

EVERYONE'S TALKING ABOUT… ZAC MCHARDY FOLLOW ZAC ELITEAGENT.COM.AU/ ZACMCHARDY Zac McHardy started in real estate in 2008 and works in the Brisbane suburb of Chermside.

“Some of the streets are so full of trees that no matter how hot it is it’s always nice and cool.

“The biggest thing I love about being in real estate is being able to be my own boss. I can pick my own hours, I can work as hard as I like,” Zac says.

Zac has high ambitions from the Transform program. “For me, Transform is about transforming every single thing that I do through the people that are going to be teaching us, using them as much as I can to [glean] every single skill that they have.”

When it comes to AREC16, however, Zac has only one name in mind. “Fredrik!”

A tip from Zac: “The biggest thing I took away in Week 1 is to have clarity. Clarity

on your goals and your ‘why’. I thought I had clarity on my life, my lifestyle and everything I wanted. I didn’t – I had ideas of what I wanted but hadn’t set proper goalposts and [that] only happened since I was questioned. I’ve now moved my goalposts from where I was to where I want to be. Also understanding my ‘why’ is getting me out of bed in the morning without an alarm. I’m factoring in times to eat properly, sleeping better and my energy levels are now through the roof!”

It’s fantastic and it’s the best place to be!

“The key thing I want to learn during Transform is how to keep my energy levels up, to keep my motivation levels up and to stay consistent. The reality in real estate is that there are a lot of highs and lows, and I want to be able to keep ahead of my game at all times, no matter what happens.

“I’m really looking forward to attending AREC16 – it will be my first AREC. I want to get to meet the people I watch interviews of and who I follow all the time.”

KIM BAMFORD FOLLOW KIM ELITEAGENT.COM.AU/ KIMBAMFORD Kim Bamford is just entering into her third year in the industry, based in Scarborough, WA. “My local area is so cool.

At the moment we are undergoing quite a lot of redevelopment and re-zoning and the Government has injected $80m of investment, so lots of change, lots happening.

A tip from Kim: “Wow, what a couple of weeks! We’ve had a lot to take on board in that time. I’ve done ideal weeks time and time again and unfortunately I have never stuck to them. Why not? Wasn’t clear on my ‘why’, and not connected to it. Now [I’ve done] a lot of soul-searching and digging around and finding out what is my ‘why’; why do you go to work, what is the reason you need to need to prospect? It’s not just that I need to make calls because I need to get a listing; it’s actually deeper than that and has some real emotional connection to it.”

MEET THE ‘TRANSFORMERS’ Transform would not be possible without our fantastic coaches and industry suppliers who have provided some amazing coaching and tools for our Super Six. Here’s a snapshot of some thoughts from our coaches since working with the Super Six.

JOHN MCGRATH – CEO, MCGRATH ESTATE AGENTS John kicked off Transform with the first session on goal-setting.

In that session he spoke to all of the Super Six individually about what was holding them back and how to break through that. But he believes that all of them have what it takes to achieve their goals.

“I see this [Transform] as the ability to have an extreme makeover experience.

All of you [Super Six] have that rough-cut, natural talent, otherwise you wouldn’t be in TRANSFORM IS BROUGHT TO YOU BY:

18 ELITE AGENT • APR-MAY 2016

the room. Take that for granted. You’re not, at this point, ‘polished recording artists’.

I’m going to say that, but that’s not to be confused with inauthentic. ‘Polished’ means professional, world-best.

“Please don’t take personal feedback, even what you might hear as criticism, constructive criticism, personally. I pay people, have so for years, to tell me how I can improve. It’s really about taking it on board. It doesn’t mean that everything that everyone says you will agree with. If you are surrounding yourself with the right people, most of what they will say will have some element of truth in it.”

CLAUDIO ENCINA – LEADING REAL ESTATE COACH, MENTOR AND SPEAKER Claudio is the ‘Tim Gunn’ of Transform; while our Super Six are being

coached by different experts in the field each week, Claudio is not just a direct coach for several weeks of the program but also the overall mentor through the 12 weeks for our Super Six to lean on, ask for advice or speak to about things they are unsure of throughout the process.

“As head mentor of the Transform program it’s a privilege to work alongside six awesome individual agents from around Australia as they look to transform their business, career and life over the next 12 weeks on the road to AREC 2016.

“It was good for them to hear John McGrath explain that to break free from our current reality trap, we need to ‘think bigger’ in order to reach our goals. I think the Super Six now understand that while most of us tend to play it safe, success comes from outside our comfort zone. My aim is to help the guys do that.

“So far I have really enjoyed seeing them all develop their ‘why’s’ and ideal weeks and it’s been great to see them put things into practice. I’m confident they are going to learn lots, and they are going to go a long way.”

MAKING OVER MARKETING Campaigntrack have provided for the Super Six an incredible package worth $15,000 for each of them, which includes a personal marketing makeover and two property marketing makeovers.

Personal Marketing Makeover • Agent photo shoot • Agent profile copy • LinkedIn, Facebook, Twitter, Instagram, Google+ profile • A6 Agent Profile Postcards (including design + print quantity 1,000, delivered to their office) • 2 x content marketing articles published to LinkedIn and then amplified across all their social media accounts • Advice about understanding key customers, how to attract them, and how to manage your digital presence as the makeover unfolds.

MELANIE HOOLE – MARKETING AND PRODUCT DIRECTOR, CAMPAIGNTRACK Melanie completely blew away the Super Six after one of their weekly training sessions by announcing the contribution that Campaigntrack will be making to their 12-week transformation, including a personal marketing makeover and two property marketing makeovers.

Melanie is as excited to be working with the Super Six as they are about the Transform opportunity. According to Melanie, it was important the Super Six gained the full Campaigntrack marketing experience, so they could see how a strategic combination of real estate marketing initiatives would help them excel.

“It was such a pleasure to hear their responses. Ensuring the Super Six have high-quality content in the form of copy, photographs and video gives them a solid foundation from which to craft their personal brand story, each property story, as well as create a first-class digital presence.

“It’s exciting times; the real estate industry is on the cusp of change,” Melanie says. “I want to give the Super Six a glimpse of the future. Google, Facebook and many other social platforms have reached maturity where local agents can more easily reach potential vendors and foster

Property Marketing Makeovers (x2) • Property photos (six or more stills) • Property copywriting • Floorplan • Matterport 3D virtual tour • Property video • Instagram video • A4 brochures (including design+ print quantity 100, high-quality finish, delivered to office) • DL mail cards (including design + print quantity 600 total, delivered to office ) • Single property website with vanity url (example 1059spicerrd.com) with a $500 Adwords SEM campaign.

• Social posting of property website across Instagram, Facebook, Twitter, G+ • And for the two Sydney-based agents, an illuminated signboard which lights up at night (including creative design, print and installation) ongoing dialogue. Agents can now build their own target audiences and personal brand to greater effect.”

EDDIE CETIN – CEO AND FOUNDER, AGENTBOX It’s not possible to be an ‘Elite Agent’ without a great CRM solution, and Agentbox have generously set up several of our Super Six with their software to get them into good habits with maintaining their databases, prospecting and more. They have also had training from experienced trainer and real estate agent David Bliss.

“We are excited to be part of the first Transform program and looking forward to seeing the great results that can be achieved through having great systems, processes and support. Match this with a great attitude and focus and we can expect to see some amazing stories from the Super Six.”

HELEN MITCHELL – FOUNDER, BUSIVID Helen Mitchell is the CEO and founder of Busivid, which is the tool our Super Six are using to create their personal video diaries.

Helen has been training the Super Six on how to make better videos using their

smartphones and their Busivid kit.

Helen is confident that our Super Six will go a long way during the program.

“In the beginning the Super Six have been asked to try new things and it is a competitive environment. It can be excitement over a new toy or way of doing things that gives them confidence, but over the 12 weeks I predict they will start to ‘behave with more confidence’ simply because they want to push themselves and the envelope.

“I’ve watched the agents’ video diaries, and I love the videos where they have been honest with themselves and whoever is watching. The authenticity is great!”

Follow the super six at eliteagent.com. au/transform

PROVIDING VALUE ON VIDEO Busivid have provided this fantastic package for the Super Six to create amazing video during the 12 weeks (and well after), valued at $2,100 each. For more information visit busivid.com.

• Manfrotto Tripod • 4m Lapel Microphone– • Audio Check - Ear Buds • Busivid Audio Muting Plug • iPole Stealth SuperMount Bluetooth • Shutter Remote • Manfrotto Allegra 10 Messenger Bag • Logitech ClearChat Comfort USB headset • Olloclip 4-in-1 lens

eliteagent.com.au 19

FIRST PERSON

Josh Phegan

Listing ahead of the curve

WE’VE ALL HEARD THE SAYING ‘slow and steady wins the race’

and real estate agents should take heed of this when they’re prospecting for new listings. Josh Phegan explains why you need to think about listing ahead of the curve – for the future.

THE IDEA OF listing ahead

of the curve may make you think you need to list quick and fast, but even more important is to convert the highest amount of ‘could be’ clients into actual vendors.

The secret to doing this is slowing down and finding out exactly what stage of the selling process your client is at.

Just because you’re ready and eager to launch their property to the market it doesn’t mean your client’s mind is at the same place.

If you race ahead and push the issue you may scare the client away.

A powerful strategy that can completely change the course of your business is ‘provide value first, invoice second’. This means preparing your clients to go to market eventually, when they and the property are truly ready.

One of the great challenges I have in working with agents is that, when they are prospecting, the dialogue they use is aimed at selling now and in the moment.

Instead of doing this, I urge agents to take a step back and ask themselves what their goal is for each and every phone call, whether it’s an open for inspection call back, a just-sold call, a just-listed call or a market appraisal call.

Before you pick up the handset you need to know exactly what

20 ELITE AGENT • APR-MAY 2016

your goal is. Usually it is twofold: • Progress the customer according to their situation.

• If you progress the customer enough, close by making a face-to-face appointment.

Most agents go straight for the appointment without finding out what the client needs or wants from the sale of their property. You will have much greater success if you start by asking the kinds of questions that will encourage your clients to reveal themselves and their situations. Then you will know exactly what you need to do to

guide them through the sales process step by step.

But how do you uncover this information? By asking the right questions. Some of the best questions you can use are: ‘How have things progressed?’

This allows the customer to tell you about themselves and their exact situation.

‘What are the next steps for you?’ This will tell you how realistic their expectations are.

This is also a good place to refer them to any other professionals they may need to work with, such as bankers, solicitors or

‘That’s fine but, quick question: if I had a buyer right now could I mention your place or should I sell them something else?’

even a home handyman.

‘How can I help?’ Your client’s response to this will tell you their level of comfort with the process so far. The downside to asking these questions is that the client may try to stall you and suggest a delay in the sale process.

What you say next is crucial and has the ability to move the process forward or hold it back.

The key dialogue to say next is: ‘That’s fine but, quick question: if I had a buyer right now could I mention your place or should I sell them something else?’

This statement has the power to shake your client out of their fear mode and prompt them to think about the future and possibilities.

If your client answers ‘yes, you can tell them about my property,’ then this is your chance to make an appointment and initiate momentum. You might not sign a listing agreement straight away, but you have your foot in the door and are heading in the right direction.

To allow for this slightly slower, but highly effective, process you need to work on listing properties two to three months out from when you will take them to market. If you can work ahead of the curve and secure listings for the future you’ll see a boom in your business.

Now is the time to face your fear of the phone, perfect your scripts and actually book the appointment.

Josh Phegan is a high performance real estate speaker, trainer and coach to some of the best agents and agencies around the world.

Tickets are now live for his Prospecting School event; Josh is touring Australia and NZ. Book now at joshphegan.com.

This year Josh will also be speaking at AREC 2016. For more information and to book tickets visit arecconference. com.

BADLY PAGE 18

PORTALS? PAGE 24

GUARANTEE? PAGE 51

AUCTION AGENT PAGE 34

MATTERS PAGE 27

PREMIERE ISSUE

EMPLOYEE? PAGE 40

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A DOT COM? PAGE 24

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KEYBOARD WARRIOR

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13

OUTPERFORMING THE MARKET

Macquarie Bank on why the industry needs to focus on efficiency

CUSTOMER RETENTION STRATEGIES

Easy techniques to keep your clients happy and build your rent roll

GET THE LEAD, THEN DON’T GET BEATEN! Josh Phegan on winning the listing

HOW CONSISTENT MESSAGING WILL BUILD YOUR BRAND

5 STEPS TO PROFESSIONAL MARKETING VIDEOS

TRANSPARENCY OR TRICKERY What’s really driving agent review sites?

Tips and tricks from the experts

Kate Smith

Josh Phegan on getting what you’re worth

PROPERTY LAUNCH How a new method of sale is getting vendors top dollar

ANTICIPATE IS THE NEW EXCEED PAGE 28

THE GREAT INSPECTION ROUNDUP PAGE 62

BEYOND BUSINESS DEVELOPMENT

THRIVING IN A TOUGH LEASING MARKET

HANNAH GILL

EXCLUSIVE INTERVIEW WITH RENT.COM.AU CEO MARK WOSCHNAK

A GUIDE TO THE ULTIMATE BRAINSTORM

REAL ESTATE GEM

GEARING FOR GROWTH

Tom Panos talks Attraction Agent 3.0

TACTICAL LISTING WITH JOSH PHEGAN PAGE 26

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DEFENDING YOUR FEE

David Highland

FIVE TACTICS TO ACHIEVE AND MAINTAIN ZERO ARREARS

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EXPANDING TO NEW MARKETS PAGE 16

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2015 ARE YOU

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READY?

The resolutions you need to make this year

A GAME OF DRONES PAGE 36

VICTORIA’S TOP GUN

Mark Di Giulio

SOCIAL MEDIA REPORT CARD PAGE 14

HOW TO STAND OUT ON THE GLOBAL STAGE PAGE 20

LAURA LEVISOHN

5 STEPS TO DESIGNING THE IDEAL WEEK THREE QUESTIONS TO IMPROVE PERFORMANCE

THE SCIENCE BEHIND FIRST IMPRESSIONS

SELLING PROPERTY TO SMSF INVESTORS PAGE 42

FRONT DESK TO BUSINESS OWNER

LESSONS LEARNT IN REALLY BIG BUSINESS

Get noticed for the right reasons

RP Data is now CoreLogic, the largest property data and analytics provider in the world.

THE MATHEMATICS OF PROPERTY MANAGEMENT WITH BOB WALTERS

LEARN FROM THE BEST

How to get more productive… Fast!

SERVING A NICHE MARKET PAGE 50

IMPLEMENTING NEW TECHNOLOGY AS A TEAM

WHO’S BEHIND THAT DOOR?

MAKING INSPECTIONS EASY

SAFETY TIPS FOR PMs

HITTING A HOMERUN PAGE 16

5 WAYS TO IMPROVE YOUR CONVERSION RATE PAGE 20

LEARN FROM THE BEST

INSID THE TOP COACHE

#04 MAR/APR 2015 AU$9.95 + POSTAGE

PASSION FOR PEOPLE

Emmy Thies

John McGrath • Josh Pheg Michael Sheargold • Tom Pan Caroline Bolderst

PL An exclusive w Glenn McGr

CLOSE COLLABORATION Successfully linking PM and Sales

SKIMMERS, SCEPTICS AND SOAKERS Are you covering them all?

31 May – 1 June, 2015 Gold Coast Convention & Exhibition Centre

AREC15

THE ART OF STORYTELLING PAGE 54

A DAY IN THE OF A PROPE MANAG WITH HAY MITCH

MARKETING SPECIAL

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INDUSTRY REPORT PERCEPTIONS OF REAL ESTATE

INSIDE: INDUSTRY LEADERS

What your customers really think

TAKE YOUR EMAIL OPEN RATE THROUGH THE ROOF MAKE EACH DAY COUNT

Measuring property manager performance

31 May – 1 June, 2015 Gold Coast Convention & Exhibition Centre

#07 OCT/NOV 2015 AU$9.95 + POSTAGE

THE GIFT OF LISTENING

Roxanne Paterson

AREC15

#03 DEC/JAN 2016 AU$13.50

Red Bull racing champ Matt Hall talks mindset

and the power of presence

NO SALES AWARDS

GET READY FOR

2020

The agency that puts client satisfaction first

W FEATURE INTERVIE N OMI SIMSO Michael NACONNECTING EMPLOYEES ON KS IN SP THEEA CLOUD Clarke & ODUCTIVITY Cherie PRDSHARE LEADORTOERSHIP AN EQUITY:

PREPARING FOR SPRING SELLING SEASON

IT TAKES TWO

with Stuart Benson

STRONGER THAN STEEL

Clinton Knop

Virtual reality agents

INSTAGRAM

Humel

Every picture tells a story

THE BEST FROM2016 LEARN APR/MAY

3 TECH TRENDS THAT WILL IMPROVE YOUR BUSINESS

• HOW ARE THE TRA

NSFORM SUPER SIX

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DO WE NEED MORE PORTALS? PAGE 24

CAN YOU GIVE A SERVICE GUARANTEE? PAGE 51

GOING? FOR UPD ATES AND COACHI NG

#02 NOV/DEC 2014 AU$9.95 + POSTAGE

13

OUTPERFORMING THE MARKET

Macquarie Bank on why the industry needs to focus on efficiency

CUSTOMER RETENTION STRATEGIES

Easy techniques to keep your clients happy and build your rent roll

HOW CONSISTENT MESSAGING WILL BUILD YOUR BRAND

TRANSPARENCY OR TRICKERY What’s really driving agent review sites?

Stefanie Dobro

LEARN FROM THE BEST #01 JUL/AUG 2015 AU$9.95 + POSTAGE

Kate Smith

Josh Phegan on getting what you’re worth

David Highland

PROPERTY LAUNCH How a new method of sale is getting vendors top dollar

THE GREAT INSPECTION ROUNDUP PAGE 62

RP Data is now CoreLogic, the largest property data and analytics provider in the world.

EXPANDING TO NEW MARKETS PAGE 16

How to get what THRIVING IN A TOUGH LEASING MARKET

A GAME OF DRONES PAGE 36

you’re wor BEYOND th

BUSINESS DEVELOPMENT

HANNAH GILL

EXCLUSIVE INTERVIEW WITH RENT.COM.AU CEO MARK WOSCHNAK

A GUIDE TO THE ULTIMATE BRAINSTORM

REAL ESTATE GEM

GEARING FOR GROWTH

ANTICIPATE IS THE NEW EXCEED PAGE 28

FIVE TACTICS TO ACHIEVE AND

ZERO FEE NEGOTIATMAINTAIN IOARREARS N

5 STEPS TO PROFESSIONAL MARKETING VIDEOS

Tips and tricks from the experts

DEFENDING YOUR FEE

Tom Panos talks Attraction Agent 3.0

TACTICAL LISTING WITH JOSH PHEGAN PAGE 26

ld your profile

BARRY PLANT

From Bell Ringer to Master Auctioneer

30 BUSINESS BOOSTING IDEAS FOR

2016

MAK YOUR SM BUSIN APPE LARG

HOW TO PULL OFF THE PERFECT LISTING PRESENTATION

MAKING THE MOVE

PAYIN REVENUE SP – THE PR AND CO

SUZIE Kate HAMILTONFLANAGAN PLAYING T0 WIN

Strickland

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International offices please visit iSubscribe.com.au.

MOMENTS OF TRUTH PAGE 26

HOW TO STAND OUT ON THE GLOBAL STAGE PAGE 20

WHEN SHOULD YOU BECOME A DOT COM? PAGE 24

MARKETING BATTLE PLAN PAGE 18

WHY NO ONE LIKES A KEYBOARD WARRIOR

ARE DIGITAL PRE-LISTING KITS THE WAY OF THE FUTURE?

5 KPIS TO KEEP YOUR BUSINESS ON TRACK

READER SURVEY:

FIND OUT MORE ON PAGE 31

THE MATHEMATICS OF PROPERTY MANAGEMENT WITH BOB WALTERS

LEARN FROM THE BEST #03 JAN/FEB 2015 AU$9.95 + POSTAGE

2015 ARE YOU

LEARN FROM THE BEST #02 OCT/NOV 2015 AU$9.95 + POSTAGE

READY?

The resolutions you need to make this year

Mark Di Giulio

FRONT DESK TO BUSINESS OWNER

LESSONS LEARNT IN REALLY BIG BUSINESS

VICTORIA’S TOP GUN

THE SCIENCE BEHIND FIRST IMPRESSIONS

SOCIAL MEDIA REPORT CARD PAGE 14

What’s working?

If you would like your own personal or additional copies of these magazines, you can subscribe to have them delivered to your office or home address.

Six issues single magazine $79.99 or six issues two magazines 149.99 per annum.

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SELLING PROPERTY TO SMSF INVESTORS PAGE 42

SALES STAFF PAY PACKETS

WHY 3D REAL ESTATE LISTINGS WILL BE THE NEW NORM

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TIPS SEE PAGE 16

THE AWESOME HUMAN MANIFESTO

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Josh Phegan on winning the listing

WHY HAPPINESS MATTERS PAGE 27

SLIDIN DOOR

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12 WAYS TO IMPROVE YOUR MARKETING

IS YOUR DATABASE FIT OR FAT?

COMMUNITY ENGAGEMEN PREMIERE ISSUE 5 T ways to bui

LEARN FROM THE BEST

GET THE LEAD, THEN DON’T GET BEATEN!

BECOMING A BETTER AUCTION AGENT PAGE 34

OVERCOMING OWNER OBJECTIONS

An exclu outsourcing case study with Miles Real Estate

4 RULES FOR BUILDING A WORLD CLASS REFERRAL NETWORK

VENDORS BEHAVING BADLY PAGE 18

HOW THE APRA CHANGES MAY BE AFFECTING YOUR LANDLORDS

THE ART OF PERSONAL COMMUNICATION

CA M E R O N GARRY

5 TRENDS THAT MAY INFLUENC PROPERTYE AUSTRALIAIN

EXTREME PROPERTY MANAGEMENT

Find out more on page 47

7 FUNDAMENTAOFL REALITIES CUSTOMER SERVICE

NG ACCOUNTIES S C C SU R FO

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LAURA LEVISOHN

5 STEPS TO DESIGNING THE IDEAL WEEK THREE QUESTIONS TO IMPROVE PERFORMANCE

How to get more productive… Fast!

SERVING A NICHE MARKET PAGE 50

IMPLEMENTING NEW TECHNOLOGY AS A TEAM

WHO’S BEHIND THAT DOOR?

MAKING INSPECTIONS EASY

SAFETY TIPS FOR PMs

HITTING A HOMERUN PAGE 16

5 WAYS TO IMPROVE YOUR CONVERSION RATE PAGE 20

THE ART OF STORYTELLING PAGE 54

LEARN FROM THE BEST #04 MAR/APR 2015 AU$9.95 + POSTAGE

PASSION FOR PEOPLE

Emmy Thies

INSID THE TOP COACHE

John McGrath • Josh Pheg Michael Sheargold • Tom Pan Caroline Bolderst

PL An exclusive w Glenn McGr

CLOSE COLLABORATION Successfully linking PM and Sales

SKIMMERS, SCEPTICS AND SOAKERS Are you covering them all?

31 May – 1 June, 2015 Gold Coast Convention & Exhibition Centre

AREC15

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MARKETING SPECIAL

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#05 MAY/JUN 2015 AU$9.95 + POSTAGE

INDUSTRY REPORT PERCEPTIONS OF REAL ESTATE What your customers really think

TAKE YOUR EMAIL OPEN RATE THROUGH THE ROOF MAKE EACH DAY COUNT

Measuring property manager performance

31 May – 1 June, 2015 Gold Coast Convention & Exhibition Centre

LEARN FROM THE BEST

#06 JUL/AUG 2015 AU$9.95 + POSTAGE

INSIDE: INDUSTRY LEADERS

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THE GIFT OF LISTENING

Roxanne Paterson

GET READY FOR

with Stuart Benson

INSTAGRAM Every picture tells a story

#03 DEC/JAN 2016 AU$13.50

Red Bull racing champ Matt Hall talks mindset

and the power of presence

PREPARING FOR SPRING SELLING SEASON

LEARN FROM THE BEST

AUSTRALIA’S TOP GUN

Charles Tarbey Antony Catalano John McGrath Maria and Manos Findikakis

BEST NEW TALENT

WHAT REALLY WORKS FOR SUCCESSFUL PM MARKETERS

IT TAKES TWO

Michael Clarke & Cherie Humel

2020 CONNECTING EMPLOYEES IN THE CLOUD Virtual reality agents

EQUITY: TO SHARE OR NOT TO SHARE

NO SALES AWARDS

The agency that puts client satisfaction first

STRONGER THAN STEEL

Clinton Knop

HAVE YOUR SAY IN OUR

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THE EXTRA 1%

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2016 12 WAYS TO IMPROVE YOUR MARKETING

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EFFECTIVE SALES MANAGEMENT How to get the most from your team

What’s working?

BARRY PLANT

From Bell Ringer to Master Auctioneer

PLAYING T0 WIN

Kate Strickland

THE TOP 10 MISTAKES OF NEW PRINCIPALS 8 STEPS TO OWNING YOUR MARKET IN 2016 BATTLE OF THE SEXES

Who’s better at selling real estate –

THE REFERRA SYSTEM THA REALL WORK

YOU SA

Our 20 Sentim Surv

LEADIN THE CHARG

Glenn Curran

STARTIN OU RIGH

The ro

FIRST PERSON

Mark Woschnak

A focus on growth

AS RENT.COM.AU MOVES a step closer to its goal of becoming

the ‘Home for Renters in Australia’, CEO and Founder Mark Woschnak shares his insights into the company’s seven-year journey and future vision.

WE ARE AT the beginning

of a significant, long-term growth phase for the property management industry. The type of renter growth anticipated nationwide highlights a noteworthy and increasing emphasis on rental marketing, services and rent rolls, with a focus on property investors in the year ahead. It is a genuinely exciting time to be involved.

As the first ASX-listed property portal dedicated solely to rentals, we see an opportunity for tremendous growth ahead, especially when combined with the current collaboration with the agent industry to provide better services and industry insight to property managers. The market demand is both significant and growing – in January, RENT moved up to number seven in AC Nielsen’s ranking of national property sites and had over 615,000 renters use it.

RENT has enormous benefits for property managers. The site offers a free listings service, together with a range of paid subscription services to enhance listing visibility and optimise enquiry rates.

A number of our services are provided on a ‘first come, first served’ basis, so now is a key time to subscribe as we gear up for our expansion objectives.

The most significant benefit for the industry comes out of our pure focus on rentals. With this, we are able to look deeper into the moving process, from

22 ELITE AGENT • APR-MAY 2016

a whole-of-market viewpoint, and work proactively to create innovative solutions.

In creating a portal that focuses solely on the rental process, we are able to eliminate the time wasting and frustration experienced by renters and more accurately address their needs and those of the wider industry. Our pure focus also helps us to look deeper into the process and work proactively to create innovative solutions, combined with better products and services for property management departments.

Our main growth driver is not at the expense of other portals.

to list their properties, making the site a genuine channel for property management teams seeking to grow their rent roll with new managements.

Looking at global benchmarks, we see that creating a marketplace of rentals is crucial to providing renters with a firstclass search service showing the best possible range of rentals via agent and private landlord listings. Renters are our ultimate consumer in this regard, as they just want choice and don’t care whether the listing is agent- or landlordmanaged.

We have had strong endorsement from the property

to shift the private landlord market online at rent.com. au. We are looking to launch further products aimed at making the moving process easier and commencing the next phase of the national branding campaign.

Our most important goal going forward is to raise awareness of the RENT brand, which we will continue to do with our strong online positioning as well as via the forthcoming further offline marketing. In developing and facilitating the fast growth of the rent.com.au marketplace, we will seek to develop and use our supporting assets of lease. com.au, rentalproperty.com.au and propertymanager.com.au.

A full national field sales team is now in place, helping all agents understand the unique points of difference of RENT and at the very least demonstrate how agents can capitalise on the level of enquiries generated from the unique renter audience.

Principals should note that the RENT service demonstrates a break-even proposition and is a very low cost per month to help

Our pure focus also helps us to look deeper into the process and work proactively to create innovative solutions for property management departments.

Instead, we are entirely focused on the under-serviced rental sector, and therefore represent an important complementary addition to the online marketing mix for any agent. RENT’s point of difference is in its opportunity to reach a unique audience of renters that do not go to other main portals (over 50 per cent) and to access landlords and secure new managements from owners seeking to appoint a property manager.

From a ‘total market’ perspective approach, Rent. com.au allows private landlords

industry, including the likes of Professionals CEO Shane Kempton, who applauded the vision demonstrated by Rent. com.au in providing opportunity for landlords to advertise sideby-side with real estate agents for the benefit of all parties.

Notwithstanding our strong traffic results in January, there remains a significant upside in the size of the renter traffic available to us. As we move into our next phase of growth, we are actively seeking to obtain the balance of listings from agents who are not yet using the site and continue

build rent rolls, attain greater efficiency and target additional distribution to renters not found elsewhere.

It’s an exciting time to be in the industry as we seek to follow a well-trodden pathway to success. We focus on the quality and depth of services in the rental marketplace for the benefit of all participants involved. This has been a longestablished and well-identified opportunity, and the future looks bright.

Mark Woschnak is the CEO of rent.com.au.

Australia’s most exciting real estate network

People Partner Fiona Blayney

Searching for Wally Finding the right member of staff can be a matter of sifting through a great many potential candidates before you strike gold. For our new people-focused column, Fiona Blayney asks: is your people strategy really sustainable, or is it time to think outside the box?

A

S I TUCK MY

daughters into bed, we go through the final leg of the evening ritual: the bedtime story. Some nights, like tonight, it’s a combination of reading and playing, in the form of Where’s Wally.

I’m sure you know the book: a goofy-looking guy with his red and white skivvy and electric blue pants, who dons his backpack and treks around exotic locations with a million other people, and it’s your job as

many other great things there are to find on a Where’s Wally page. Perhaps you’ve missed out on the other interesting characters because you’ve been so focused on Wally.

If you are in Sydney, for example, and you’re on the search for someone to join your property management team

It’s time to start looking for Wendy, Woof the dog and the Wizard. the reader to sift through the detailed picture and associated visual noise to find him.

More often than not, my evening ritual of watching the kids find ‘Wally’ is a reflection of my day, watching my clients play their own real-life version of the game. The Wally in their scenario is their next recruit, and they are sifting through the world at large to find him or her.

When you’re reading Where’s Wally, there is only one Wally on the page. No matter how many people are sitting around reading the same book, only one of you can be the first to find Wally. If you’ve never played, you may not have realised how

24 ELITE AGENT • APR-MAY 2016

today, you’ve probably set a criteria that goes something like this: ‘More than five years’ property management experience, has managed a large portfolio, can use REST, they’ll need to work Saturdays, be committed to their career and happy with $55k.’ Guess what – so has everyone else.

You see, right now, there are 570 jobs listed under ‘Property Management Sydney’ on Seek (you’ll see similar numbers in other states), and from my experience everyone is looking for the same thing. You are all looking for Wally. When searching for sales people, or any other staff members, the

same adage rings true: your criteria is consistent.

Government statistics indicate that in the five years between 2013 and 2018 we will see 25,000 to 50,000 people exit the real estate industry nationwide.

Add to this demographer Mark McCrindle’s expectation that the average length of employment will be three years and four months, and that the average school leaver will have 17 jobs across five industries during their lifetime, and it is blindingly apparent that to ensure your people strategy is solid and sustainable you need to change your approach and do so quickly.

There are just not enough Wallys out there for everyone. It’s time to start looking for Wendy, Woof the dog and the Wizard.

To break your thinking, here are a few thoughts.

1. The junior in the office need not be 17 years old and take two years to train. It’s possible to get someone with life experience (The Senior Junior, I call them) up and running in 60 to 90 days, even as a portfolio manager.

2. The Senior Junior has life experience; you no longer calculate value just based on industry experience. Life experience, transferrable skills and motivation to learn have an equivalent reward.

3. Churn happens! Work out your rate. If you haven’t had someone leave in a while, get ready: you may have multiples at once, so plan for it.

4. Develop an onboarding

program and professional development plan for upskilling – reduce the lag time for success.

5. Work with your People Partner (okay, you call us recruiters). Let them understand your three-year strategy so they can be constantly on the lookout, rather than finding out about the gap when it becomes dire. They know all the characters on the Where’s Wally page.

6. Yes, some people do want to take a less intense role for work-life balance. Not everyone is as ambitious as you, and that’s a great thing – we need constant worker bees.

7. Review your people structure and task allocation. Perhaps you have got a role for that awesome, talented human standing right in front of you – if you only looked at what functions you needed done in the office, as opposed to the job title that you’ve placed on Seek. You can change the hole to fit the peg.

Oh, one last thing. Sometimes Wally doesn’t want to be found – or rather, Wally just decides he doesn’t want to be found by you. You’re not his type and, with 569 other options, you’ll never see him at all.

Fiona Blayney is the founder and director of Real+, providing training, recruitment and consultancy. For more info visit realplus.com.au.

Business Depot John Knight

Waste sucks – so bin it!

How much wasted time, money and effort exists in your business? John Knight from BusinessDEPOT applies the ‘seven deadly wastes’ criteria to real estate and asks: What are you going to do about it?

L

ET ME PUT my cards

very clearly on the table - I hate waste, yet it is rife in most real estate businesses. The word ‘waste’ itself has such a negative connotation.

Nobody likes the rubbish overflowing from the bin, so why do we tolerate it in our businesses?

Just because in real estate we don’t manufacture widgets, it does not mean we are exempt from the scurvy that is waste.

I call it scurvy because it is a disease. If you let waste flow freely in your business, you create a culture where it becomes the norm to accept inefficiencies and defects even to accept a culture that tolerates these inefficiencies.

When I help people fight the infectious disease that is waste, I always refer back to the seven deadly wastes identified by Toyota.

The seven deadly wastes: 1. Overproduction 2. Waiting 3. Transportation 4. Inappropriate Processing 5. Unnecessary Inventory 6. Unnecessary Motion 7. Defects Yes, the seven deadly wastes do sound more akin to a motor vehicle manufacturing line than to a company that buys and sells property, but they are all just as applicable for real estate businesses.

It is important to note that something is only waste if it doesn’t add value. As you review the following examples of waste, ask yourself how much in time and dollars each of these cost your business. I am fully aware that it is contentious to suggest some of these activities do not provide value.

WASTE #1: OVERPRODUCTION • Marketing that is over-thetop or not suited to the property or market

WASTE #2: WAITING • Waiting for offers to come in or phone calls to be returned • Waiting for conditions to be met and properties to settle

WASTE #6: UNNECESSARY MOTION • Going back to the office to get a document you could access electronically • Transferring an accounting file to your accountant - a cloud accounting system would solve that.

WASTE #3: TRANSPORTATION • Travelling to meet vendors, buyers, tenants and landlords • Servicing clients outside of target area.

WASTE #7: DEFECTS • Errors in contracts or marketing, for example wrong open-house time • Lost listings or managements.

WASTE #4: INAPPROPRIATE PROCESSING • No clear roles and responsibilities – someone else could be doing that job • Sales team doing administrative tasks when they could be freed up to make another sale.

So how much waste is in your business? And what are you going to do about it?

Firstly, find the opportunities to improve profits, cashflow and values, and recognise they can be enormous.

The second step is to set about creating a culture that does not tolerate waste. If you can do this, your team will continuously be improving the internal processes and procedures to make a real difference.

If you hate waste, like me, you will love the well-oiled machine your business will become when it no longer tolerates waste.

• Reports in excess of what vendors, prospects or landlords value.

WASTE #5: UNNECESSARY INVENTORY Yes, even real estate businesses can have unnecessary inventory including: • Listings that will not sell, including vendors with unrealistic expectations • Unpaid VPA.

The seven deadly wastes do sound more akin to a motor vehicle manufacturing line than to a company that buys and sells property, but they are all just as applicable for real estate businesses.

26 ELITE AGENT • APR-MAY 2016

John Knight is the Managing Director of businessDEPOT, a team of energetic accountants helping empower the bright ideas of businesses (and the people behind them), with a specialisation in the real estate industry. Visit businessdepot. com.au for more info.

Data Insights Eddie Cetin

Is Your Database Fit or Fat? For years we have heard from coaches, top performers and advisors that a clean database is the key to performing consistently in any market. Match this with systems and a methodical attitude and you certainly have a formula for success.

I

N THE FUTURE, your

data will be even more important than it already is. But if you were to ask a range of real estate agents how they are going with their CRM, you would get a varied response.

For many, the word ‘database’ (or CRM) is a dirty word, fraught with frustrations and challenges such as missing information and duplicate contacts and properties.

We are finding that a major obstacle to growing a clean database is having everyone using and contributing to the one system, including all of the sales people and administrators.

Real estate systems in the past have, unfortunately, allowed duplication and incomplete data which causes staff to lose confidence and disengage.

As we all know, technology varies significantly in terms of ease of use, speed and functionality. It is quite common for sales agents to give up on the office CRM and revert back to good old Outlook and spreadsheets. Some even sign up with a totally separate CRM solution to keep on top of things.

Now we are seeing increasing demand from agents to be able to run their appraisals, sales, opens and prospecting all from their mobiles or tablets. The pace has certainly picked up and no agent wants to be left behind.

So how does a real estate principal strike a balance between all of these factors

28 ELITE AGENT • APR-MAY 2016

and start future-proofing their business?

It all starts with gaining an understanding of how Fit or Fat your database is and asking for feedback from the staff on the current systems being used.

QUICK DATA HEALTH CHECK • Download your contact and property data to Excel (most CRMs support this) • Do a quick sort on names and address to highlight any duplicates.

• Take a look at areas where information is missing, including emails, phone numbers, relationships, and so on.

• See how many of them have up-to-date requirements (essential for quick buyer matching) • Check whether all their categories are up to date, such as Vendor, Buyer, Previous Vendor, Landlord, Investor, and so on.

If you don’t like what you see then you may consider a data detox. There are companies that can certainly help you with this.

Here are our top four tips to help you improve and maintain a clean database.

• Feed all of the buyer enquiries directly from the major portals into your CRM - check to see whether you have that option.

• Capture all attendees at opens on mobile devices live into the CRM. Make sure you subscribe to emails and create automatic

requirements.

• Have someone in the office (admin) to assist the sales agents in keeping on top of updates • Get everyone on board with your chosen CRM and conduct regular training.

Dealing with sales people if you are a principal • Listen to their concerns and challenges and understand what support they need to achieve their goals.

• The problem we see is that salespeople do not realise the direct correlation between working their CRM and increasing income. They will always follow the path of least resistance. You need to support and encourage them to realise this.

Having a fit database along with an easy-to-use yet featurerich mobile CRM will enable you to create and protect your reputation as the recognised trusted advisor and agent of choice in your area.

As the pace picks up you will need to access information fast; keeping in touch with regular timely updates for your buyers, prospects, vendors and landlords. This can be overwhelming without automation and mobility.

Keeping in regular touch with helpful information via email, print, SMS and phone will establish a strong brand presence and keep you top of mind.

The pace has certainly picked up and no agent wants to be left behind.

As you master your database you will experience the rewards of quickly connecting listings to an ever-growing pool of interested buyers to land more off-market, quick sales. This also builds your pipeline and referral network, essential for doubling or tripling your results this year.

For more information and to download a free Data Health Check list, please visit agentbox.com.au/datadetox.

Eddie Cetin is the Founder of Agentbox, the CRM of choice for most high performing agents around Australia.

Agentbox is the CRM provider in the Transform program.

Real+ Recruitment take the time to get to know the business, rather than sending over candidates.

When employing a recruiter, I am not interested in sifting through numerous unsuitable candidates, I want the recruiter to understand our business, job requirements and culture.

The post-employment program / on boarding assistance always finishes the transaction positively and makes my job easier!

FIONA BLAYNEY DIRECTOR

Kate Benjamin Harcourts Hills Living

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Health Science Emily Schofield

Build not burn Every top real estate coach from John McGrath to Josh Phegan, Claudio Encina and others insist you look after your body so that you can perform at your peak. Weight training is regonised by many as the most effective form of exercise in terms of results.

Emily Schofield explains how you can change your body composition for the better.

R

ECENTLY SO much

great literature has come to light showing the numerous benefits of weight training, ranging from improved sleep, reduction in chronic pain and reduction in blood pressure to improved heart function, disease prevention (particularly cancer and diabetes) and improved bone density, to name a few.

And if you want to improve your body composition and therefore overall fitness, weight training coupled with interval training – short sprints and short

more aesthetically pleasing, but because having more muscle equals more calories burnt at rest. People with more muscle require much less exercise to maintain their physique.

In my experience, men and women should have very similar approaches to training when fat loss or improved body composition is the common goal.

Women need not be concerned about ‘bulking up’ – having one-sixteenth of the amount of testosterone as men, we do not have the ability to build muscle to the same degree under natural conditions. The women I work with who lift heavy

It is a common misconception that everyone must complete significant amounts of aerobic work to attain the best results. rest intervals done in a repeated fashion – has shown to be significantly more effective than traditional aerobic work.

It is a common misconception that everyone must do significant amounts of aerobic work to attain the best results. I always advocate exercising to ‘build’ not to ‘burn’. Individuals who focus on building muscle always look better than those who focus on burning calories. This is not only because a toned athletic build is

30 ELITE AGENT • APR-MAY 2016

weights are often the clients in the best shape and would not be described by anyone as bulky or muscular. I find that even individuals who have never taken a liking to exercise previously can often really enjoy weight training because of the variety and challenges it involves.

The hormone insulin is another factor to consider in the importance of weight training.

Insulin health refers to how sensitive your cell receptors are in

taking up nutrients and energy.

Insulin plays an important role, as it is the key that unlocks the gate to the cells to allow nutrients in. When we eat carbohydrates and our blood sugar rises, the pancreas secretes insulin which allows the cells to take up the fuel and use it as energy.

The western diet today tends to involve overconsumption of carbohydrates, and

not necessarily the right carbohydrates, which leads to your cells becoming resistant to insulin. Instead of the carbohydrates being used as energy, they have a greater tendency to be stored as body fat. This leads to a myriad of problems, including slow metabolism, poor energy and focus, inflammation, acceleration of aging and an increased risk of developing diabetes.

If you are overweight and have a poor diet, it is likely you have some degree of insulin resistance. Strength training is a well-known strategy for diabetes prevention and improving this resistance.

Recent studies have shown improved blood sugar management with weight training contributes to a healthier insulin response.

The prevention of falls, broken bones and general injury is imperative as you get older.

Weight training is the perfect form of exercise to keep your muscles and bones in good shape as you age. If you are sedentary, loss of muscle and bone density will occur at a much faster rate. Studies show consistent weight training has translated to a 50 per cent lower fracture risk in men, and 20 per cent lower in women.

It is not important at what level of fitness, strength or age you start; you just need to start.

I have worked with men and women in their 60s and 70s who would put 30 year olds to shame, because they made a start and worked hard to improve their strength and health. I have seen how it pays in endless dividends, through an improved quality of life and being able to maintain a strong level of independence as you age.

Everyone can benefit immensely from weight training in a variety of ways; it is definitely worth investing in for your long-term health and quality of life.

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

The awesome human manifesto One of the greatest things you can do to become the best agent you can be is to become the best human you can be, says Jet Xavier.

L

ET’S BE honest;

the real estate industry can be a very egocentric and dominated space, filled with people only out for their own needs, when in fact it should be the other way around. For years there has been a bad taste in the mouth of the general public about the industry. Well, thanks to a few people, it is changing.

Many agents are realising that authentic engagement and integrity based on high levels of professionalism are key.

Here is what I call the awesome human manifesto. It is a set of principles and rules for inspirational living and expression. Use this manifesto to live your life at the awesome level, not the average level.

THE AWESOME HUMAN MANIFESTO 1. Be humble, stay grounded: no ego required Get over yourself. There will always be somebody better, smarter, more good-looking and more successful in some way than you. Leave your ego at the door. You are not defined by it; you are defined by your humility and the way you carry yourself in all areas. There is humility in assertiveness, but in ego arrogance. Become a person who is not driven by ego but uses it in a way to empower others. The ‘what’s in it for me?’ generations are gone. It’s about we, not me.

2. Stay positive, be happy: it’s

32 ELITE AGENT • APR-MAY 2016

a choice so make it daily Positivity is an energy that is contagious. Spread it around!

Nobody likes a grump and a negative person. If you want a culture to change, fill it with positive people. If you want productivity to increase, inject enthusiasm and positive energy into the mix. If you want your business and world to change then get positive and happy.

3. Give back and contribute: you wouldn’t be alive if it weren’t for others What have you done lately for others? Your partner, family, friends, community, world, universe? Look outward, not inward. Give back in whatever way you can, as much as you can. The law of reciprocity, the law of giving all, supports a more understanding and abundant world from which you will benefit.

4. Be grateful and give thanks: stop striving and never arriving You can’t take it with you when you’re gone, so why keep striving for more when you already have enough? Take what you need, not what you want. Look around and see how incredible life is and the opportunities you have now. Be happy you’re alive.

5. Don’t complain, take responsibility and stop making excuses: attitude is everything When you complain, you can’t be taken seriously because you have absolved yourself of a foundational human trait: self-responsibility. The world is the way it is in many ways

It is always somebody else’s fault, not ours.

Who cares whose fault it is? Just stop complaining. because nobody wants to take responsibility. It is always somebody else’s fault, not ours.

Who cares whose fault it is?

Just stop complaining about it.

6. Be a problem-solver and solutions master: create winwin, not win-lose Don’t give up, fault-find or ignore issues. Deal with them with a solution-focused mind.

Get feedback, find help, get support. Work out a way to make it work.

7. Create optimal vitality: always be energised and respect yourself When you don’t eat right or have a level of health and fitness that is suitable, then you are disrespecting yourself. You drag yourself around from one hour to the next, rather than be filled with vitality. There is no excuse for being unhealthy if you are able to achieve it.

8. Work with purpose and resolve: build a life, not a job follow your passion

You get one life; why waste it doing something you’re not happy doing? Following your dream is not about achieving the holy grail of success. Following your passion and dream is about exactly that, following what you’re passionate about, regardless of the outcomes. Did the great artists paint to become famous? No; they painted because it was within them and they could not hold it in.

9. Live life by design, not by default: be authentically engaged What did we live for before Hollywood? What did we live for before industrialisation? What did we live for before religion?

We lived for the moment. Are we living a true existence, or a fake existence based on what we think we should be doing?

Are you living to regret or to celebrate?

10. Make a difference and leave a legacy What will they say about you in 200 years? Why are you living? What difference are you making? Whose life are you impacting? What examples are you setting? Are you leaving the world a better place?

Becoming an awesome agent is most definitely an inside job; work from the inside and you will see a positive change in your results.

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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34 ELITE AGENT • APR-MAY 2016

THE TRUSTED ADVISOR AS A UNIVERSITY STUDENT, 2016 Real Estate Results

Network (RERN) Hall of Famer Stefanie Dobro, an associate director at Fremantle-based independent Caporn Young Estate Agents, swore off a job in sales.

Yet almost 25 years later, after a being a trusted advisor in politics and academia, Stefanie is now a trusted advisor in all matters property and without doubt one of WA’s most successful real estate sales agents. Story by Anthony O’Brien.

S

TEFANIE DOBRO’S TROPHY cabinet is impressive. It includes the

coveted RERN Australasian Agent of the Year 2014, and in 2015 she was the WA Agent of the Year for the third consecutive year.

Locally, she’s a multiple recipient of REIWA’s Grand Master award.

While she only made the switch to real estate in 2009, at the time of writing she has just achieved her highest sale ever under the hammer, a $4.1 million on behalf of a Perth family. And this year, she has also entered the RERN Hall of Fame.

Canadian-born Stefanie decided against a sales career as a teenager after witnessing the trials and tribulations of her father, who was a telecommunications salesman. “Dad’s occupation was not something we talked about around the dinner table,” she recalls. Instead, she completed a Bachelor’s degree in Political Science and a Master’s in Public Policy before immigrating to Perth in 1993 with her partner, Alan. Her qualifications also include a Graduate Diploma in Business from Perth’s Curtin University of Technology.

Despite immediately falling in love with the charms of Fremantle’s property market, Stefanie decided against joining the real estate ranks on her arrival in Australia. She put her academic qualifications to work, taking an apolitical job with the Parliament of Western Australia. Over the next 10 years, she worked in research and senior advisory roles supporting some of the Parliament’s more significant committees and offices.

In 2006, Stefanie shifted to a role as a strategic advisor to the Vice Chancellor of Murdoch University. “I managed high-level projects on behalf of the Vice Chancellor, including the development of a business case for government

funding for an immunology and infectious diseases institute,” she explains. “In May 2007, we won a $19.5 million grant from the Federal Government, which was fantastic.”

Working in academia and politics taught Stefanie the value of research and the importance of providing the right information and advice, as well as the ability to influence outcomes – all skills that would later prove useful when she started her real estate career.

In 2007, Stefanie took a sabbatical to focus on her daughters, Catherine and Sophie.

She also sought to create an income by investing in real estate and day trading on the share market. She became Chair of the East Fremantle Council’s Town Planning Committee, an experience that would translate well to a career in real estate.

Stefanie was elected as a councillor for the city’s Plympton ward and between March 2005 and October 2009 she was deputy mayor of East Fremantle.

While Stefanie was very engaged in her civic duties – she was also a member of the Parents and Citizens Committee at her daughter’s school – there was a nagging itch

“There are no traffic jams on the extra mile.” that she believed she still had more to offer.

Then the global financial crisis struck, and Stefanie made a decision to return to the workforce. “I’d done so much community service that it seemed the right time for me to make some money and work in a job where you get financially rewarded for the effort you put in,” she says.

In late 2009, Stefanie joined Caporn Young Estate Agents because, she says, the firm is synonymous with professionalism and high performance. “I was impressed by founder Richard Young as an agent and loved what he and [business partner]

eliteagent.com.au 35

cover story Steven Currie were creating at Caporn Young. I really liked their branding, approach and results,” she says. Stefanie initially did some photography and copywriting, then took on a consulting role, assisting senior management with business development.

NATURAL PROGRESSION Stefanie’s interest in sales was sparked when she began attending sales meetings.

“I realised that the strategies the agents were discussing came completely naturally to me,” she says. “At the age of 40, I determined to make the switch to sales.”

Stefanie was such a natural that she landed a listing even before she was fully qualified. A friend who is one of Western Australia’s leading young entrepreneurs told Stefanie she was moving house. “She didn’t have an agent, and I suggested she should list with Caporn Young,” says Stefanie. The friend accepted her advice, and Stefanie had her first listing. She adds, “The listing was posted to the web on my first day as an agent in April 2010 and the phones started ringing almost immediately.” They haven’t stopped since.

WORKING HARD AND SMART Several personal traits have been elemental in Stefanie’s real estate success, including a love of hard work, a preparedness to put in long hours, a laser-like focus and enormous discipline. Stefanie says, “I really wanted to succeed – and I was prepared to do everything necessary to make it happen – because if I was going to be away from my kids, it was going to have to be worth it.”

She adds, “Real estate sales is so demanding and there’s so much hard work, multiple challenges and long hours. And there has to be a reason you want it. You really need to know why you are doing it.”

For Stefanie, sending her children to private schools was a significant financial driver in her early years in sales.

Stefanie decided early to work smart: after just a year as a sales agent, she took some advice and put on a PA, at first parttime, and then very quickly a full-timer as her business gathered momentum.

Finding the right assistant proved to be an early management challenge, and she went through several personnel changes.

“Getting the right structure and right people in those positions is crucial to an

agent’s ability to achieve personal success without burning out and be the best they can for their clients,” she explains. “You have to recruit people with the right combination of mindset and skillset.”

Bringing on Michael Harries in the buyer manager role was a turning point.

Getting support at home was also essential to juggling a fledgling real estate career and a young family. “None of this would have been possible without the unwavering support of my partner, who stepped in to run the household and manage the girls’ schedules.”

The drive to go the extra mile is another factor in Stefanie’s success. “Every night when I get home, before I go indoors, I make two more calls to a potential client, a vendor or buyer, as I know the average agent will just head inside,” she says. “There are no traffic jams on the extra mile.”

Accountability is also key. “From the very beginning I was told that this is a numbers game and that I needed always to know the number of calls, appointments, appraisals, listings and sales to achieve my goals.

From that moment on I carried my sales numbers with me all the time. I am very

“It’s not enough to have the skill – you need to have the passion, the work ethic and the desire to serve.” clear on what I want to achieve and I track everything,” Stefanie says.

Stefanie’s political training also comes in handy. “I’m very strategic when it comes to listing and selling property,” she says.

“Being a political and business advisor, you get the information and it gives you influence. It gives you influence over winning listings, influence over getting the right strategy and pricing with your sellers and influencing buyers to work with you.

That said, while I’m very strategic, I’m also very passionate about the people I’m helping. It’s not enough to have the skill – you need to have the passion, the work ethic and the desire to serve.”

BUILDING RELATIONSHIPS Stefanie’s wealth of in-depth local knowledge and passion for the area are proving genuine advantages for clients. So, too, are the ties she made in the Fremantle community while working with the local council and P&Cs. As Stefanie says, “Life is about building relationships and that’s what

36 ELITE AGENT • APR-MAY 2016

I love about real estate – the wonderful people I get to know and work for and with.”

Early in her real estate career, she learned from her mentors at Caporn Young that showing an interest in what customers have to say helps foster relationships. “Asking questions comes naturally to me and I love focusing on my clients. People love talking about themselves and I love hearing their stories,” she says.

“I’ve just reviewed my sales from last year and referrals from past clients and personal contacts represent the majority of my listings,” Stefanie adds. “I work hard for my clients and listen to their goals and as a result they trust me and refer me.”

The interpersonal skills Stefanie developed while in politics have also helped. She recalls, “An old friend from politics recently asked how my sales career was going. I responded that you have to be nice all the time, which he says is exactly like politics. It doesn’t matter what people do or say, you have to be nice.” She adds, “It has been a challenging property market in Perth in recent years and a lot of clients are under pressure. Staying focused on giving the best advice and results and not taking things personally is paramount.”

MENTORING AND SUPPORT In 2011, Stefanie was named the RERN Rookie of the Year and at the time she was approached by an experienced agent, who offered to be her mentor. “I was thrilled by the accolade but then also determined to prove to them that they’d made the right choice in investing in me” Stefanie reflects.

“You’ll find that successful people will give their time to people who are committed.

If you implement and perform, they will continue to make time for and help you to be your best.”

Stefanie also recommends taking the same attitude to real estate that a professional athlete takes. “You get a coach or mentor and you have to do as much training as you can, which is where the Real Estate Results Network and its founder, Michael Sheargold, have played such an important part in my growth,” she said. “It’s important being around likeminded people and wanting to improve every day through training, learning and being coachable.

“The support I get from RER Network, the knowledge I’ve gained, the opportunity to give back to other agents in the network and the friendships I’ve made with real estate

agents from around Australia that I’ve met at conferences has been amazing,” says Stefanie.

Michael Sheargold, founder of the RERN, likewise speaks highly of Stefanie. “Stefanie has won the WA Agent of the Year over three consecutive years in 2013, 2014 and 2015. At the 2016 ARERA (Australasian Real Estate Results Awards), Stefanie was inducted into the Hall of Fame for this award category.”

Sheargold continues, “An agent that achieves Hall of Fame status truly demonstrates ongoing consistency and excellence. One of the things Stefanie has done remarkably well is produce outstanding results in her marketplace and deliver exceptional service for her clients. That in itself is an outstanding achievement, let alone the contribution she is prepared to make for other people in the Caporn Young agency and the greater profession at large through RERN. She is also willing to mentor and support the growth of anyone who is really committed to be successful in the profession, which is also one of the many things we admire about her.”

Stefanie Dobro will be speaking at AREC 2016 this year. For more information and to book tickets visit arecconference.com.

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technology “THERE’S SOMETHING REALLY special going on

here; there’s nothing really like it. Our agency culture is what I’m most proud of.” Meet Ash Marton, a veritable ball of energy and enthusiasm.

And he’s got much to be proud of, what with a growing independent agency, Ash Marton Realty, and a freshly-launched industry-leading website to boot. Interview by Iolanthe Gabrie.

S

TARTING HIS REAL estate

career at 18 in Melbourne’s Bayside suburbs, the future was hazy for Ash Marton.

“I almost got fired in the first eight months for lack of performance, by being focused on getting the business rather than the sale. I turned it around though, winning Rookie of the Year for my franchise group.”

One gets the feeling that extraordinary efforts and outstanding results are somewhat of a normal occurrence for Ash and his business partner Lilly Iuculano, whose business by-line is The Agent of Today.

The pair decided to forge ahead with their own brand after attending a Tony Robbins conference. “We were having lunch outside and contemplating whether to stay in the industry, when I picked up some grass and in my hand I found a four-leafed clover. We took that as a sign and everything happened from there, growing organically. Initially we did everything from trust accounting to marketing and sales between us, but now we’re a team of 16. We’ve been consistently growing and we’re now in our fourth year – this year’s goal is to secure a building to bring our property management and sales teams into the same space.”

One of the factors that sets Ash Marton Realty apart is their approach to technology and marketing. “When we began, we had to stick to a budget. Our first website was a $99 per month template. Although not perfect, it was a means to an end.”

As Ash Marton Realty grew, the time soon came to invest in a bespoke website. “So many business owners in the real estate industry just keep using the tools they began with. There’s no focus on improvement.

When I looked at what was available for real estate brands in web design, I found few offered much functionality and innovation: innovation is our vision. I wanted a website that offered a point of difference for our agents and for clients using the page.”

Visit Ash’s new website and you’ll see a snapshot of the young, contemporary team

38 ELITE AGENT • APR-MAY 2016

Technology builds the agent of today front and centre, and a livescreen of Google Reviews (40 positive reviews and counting!).

“You can’t hide bad service any more. Google Reviews are great to have: we wanted potential clients to see the benefits of listing with our company without having to scroll through the website for an hour.”

Of course, the rewards of a bespoke website with unique functionality are hard won. “This website has taken over a year to develop: it’s been the toughest thing I’ve ever done,

“When we began, we had to stick to a budget.

Our first website was a $99 per month template.

Although not perfect, it was a means to an end.” harder than opening a business. Dealing with developers and trying to get them on the same page was a challenge.”

The effort to innovate is immediately obvious, with Ash Marton Realty allowing clients to download Section 32s directly from their website. “This means buyers don’t have to chase up agents for documents, which is incredibly freeing for both parties. We can see who has downloaded these documents against our open records; the local community

is cottoning on to this difference quickly, and our agents see our website increasingly as a business tool.”

Clients can also make offers on property immediately through the site, which is probably an industry first. “Traditional agent models put so many time barriers between a buyer and an offer, making them call to make an offer, asking them to email it in before transferring the information onto a contract; 24 hours could easily pass, and that’s a long time in real estate. With our online offer form, all relevant details must be provided before submitting. It is then delivered to us and formalised on VicForms. The intention isn’t to take a legally binding offer: it’s to streamline the offer process and engage with buyers when they are most motivated.”

A fast-growing business that’s doing real estate its own way, Ash Marton Realty has lots to share. When asked if there’s more about the website to mention, Ash quips excitedly, “A million things! You can request to hire the company marquee or book a charity board or road signage for your event online.

There’s unique timelined agent profiles, and detailed suburb profiles that go back as far as the 1930s. Tenants can lodge maintenance requests, apply for lease breaks and apply for properties, and owners can request appraisals or transfer of management through the site.”

Now might be a good time to consider an audit of your own website!

Champions Raine & Horne / Belle Property awards THE REAL ESTATE industry is

continually shaped by hard working, high-achieving professionals who are passionate about their careers and their businesses. Elite Agent Magazine would like to congratulate this year’s Raine & Horne Award and Belle Property Winners with a small selection of photos from the event.

Raine & Horne Double Bay - Top Office (Number of Sales and Dollar Value)

Greg Oddy with Andrew Tout, Raine & Horne Rural Sydney (Top Rural Office)

Raine & Horne Marrickville (Top Commercial Office)

Belle Property Bondi Junction (No 1 Office)

Glebe (Customer Service)

Haylley Enders (BDM of the Year)

Di Dixon (Excellence Award)

Tim Foote (No 1 Principal)

Veronica Pellaers (PA of the Year)

David Cotteril (No 1 Projects)

HITTING A HOMERUN PAGE 16

5 WAYS TO IMPROVE YOUR CONVERSION RATE PAGE 20

LEARN FROM THE BEST

THE LIFE A DAYAINPROPERTY OF MANAGER EY WITH HAYLHELL MITC

#08 DEC/JAN 2016 AU$13.50

WHY 3D REAL•ESTATE SLIDINORGSLISTINGS WIN ONE OF SIX DO E ANWILL BE THE PLATINUM

HAV NEW NORM DO YOUSTRATEGY? EXIT

INSTAGRAM SPECIAL: Do you see yourself here? For a free personal subscription to Elite Agent or EPM snap a photo of this page and share it on Instagram tagging us @eliteagentmag #eliteagent

THE ART OF STORYTELLING PAGE 54

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2016

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A PAYING TTO WAYS EFF12ECT SPLI NUEIVE IMPROVE YOUR MAREVE NAG THE PROsSAL

– EME MARKETING s ES How to CONNT get the ANDmost from your team

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SALES STAFF PAY PACKETS What’s working?

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PLAYING T0 WIN

Kate Strickland

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Our 2016 Sentiment Surve y

THE LEA G CHADIN RGE

Glenn Curran STARTI NG OUT RIGHT The road to succe ss

eliteagent.com.au 39

sales

4 RULES FOR BUILDING A WORLD-CLASS REFERRAL NETWORK

I

HEARD TIM FERRISS speak at AREC

15 and I have to confess I became a bit of a fangirl. As a result, I’ve been listening to his podcasts and have been struck by how valuable his advice is, not just for those in the tech start-up space but specifically for real estate agents.

A recent podcast was on ‘How to Build a World-Class Network in Record Time’, in which he gave start-up wannabes quality advice on how to survive and thrive at major conventions. It could just as easily have been entitled ‘How to Build a WorldClass Real Estate Referral Network’.

Here are his three simple steps – 1. Don’t dismiss people 2. Don’t be a dick 3. Don’t rush Ferriss’s words resonated because his seemingly simple advice is backed up for real estate agents by some strong statistical evidence. CoreLogic recently launched the results of a study called Consumer Perceptions of Real Estate Agents, in which we surveyed more than 300 vendors on their experience with their agents when they sold their home.

The key findings of the survey were that, although agents rate themselves and think what is most important is their ability to market, negotiate and get their vendors the price they’re expecting (or better), this is not what makes an agent great in the eyes of their vendor.

Instead, it is the human skills of communication, empathy and assistance that vendors value. These are more likely to make a vendor feel that they had an excellent experience with their agent and refer them to family and friends.

Using Ferriss’ rules, here’s how the data broke down:

DON’T DISMISS PEOPLE

TIM FERRISS IS AN ENTREPRENEUR, angel investor

and author of the New York Times bestseller The 4-Hour Work Week. Kylie Davis applies his rules to the real estate industry, based on the findings of CoreLogic’s recent survey on Consumer Perceptions.

40 ELITE AGENT • APR-MAY 2016

In the podcast, Ferriss talks about the tendency of those wanting to ‘network’ being to focus on the people they think are important while ignoring, or even being rude to, everyone else.

His observation is that anyone can be important to you; treating everyone decently and with respect achieves infinitely greater gains than the time you might save by being dismissive.

For agents, this plays out at every open for inspection, where too many agents still focus on those attendees that they perceive as ‘valuable’, while ignoring or making spot judgments about others.

The Perceptions research showed 58 per cent of our surveyed vendors chose their agent because they saw him or her

in action at a sale. These were the agents who weren’t dismissive but made time to talk and find out about their back story.

People went on to sign up as their vendors because the agent had effectively passed the audition.

DON’T BE A DICK Hot on the heels of not dismissing people is Ferriss’s bluntly titled second rule, ‘Don’t be a dick’. I love this one. Without fail, every vendor in our survey who had classed their sales experience as a disaster described their agent in this kind of way.

Most often, the arrogant behaviour was due to the agent putting their own needs first, failing to follow up, dumping the client the minute the sales contract was signed or promising the world and delivering a big fat zilch.

The Perceptions survey showed a serious number of real estate agents are at risk of this kind of behaviour, with 34 per cent of our vendors identifying that their experience was average (20 per cent), poor (10 per cent) or disastrous (4 per cent).

“Our agent offered to arrange storage to help us declutter, which we thought was a fantastic service. But then he didn’t

deliver!” wrote one vendor. Another rightly complained, “Some of the agents we interviewed only wanted you to sign up and be their next 2.2 to 3.3 per cent commission. Some were openly critical of other agents, which we found disappointing and unprofessional.”

The survey also showed how being a dick is in no way clever, with 31 per cent of our surveyed vendors saying they would never recommend their agent or use him or her again. Think about that – nearly a third of your client base doesn’t want to hear from you ever again! Bad behaviour is really bad for business.

DON’T RUSH

was always happy to talk to us about our concerns,” said one vendor. “My agent never rushed. He always had time to talk or meet,” wrote another.

The reason quality interactions are important is because they are most likely to result in a referral. The survey showed that around 31 per cent of vendors rated their experience as excellent, which correlated closely with the 36 per cent of vendors who said they expected to stay in touch with their agent or use him or her again. In the same way, 68 per cent said they would recommend their agent to others, which correlated closely with the combined number of vendors who said their experience was excellent or good.

In the convention circuit, Ferriss advises his audience to focus on taking their time and aiming for quality interactions rather than quantity. In the Perceptions survey, our vendor responses flagged that they too highly valued agents who listened empathetically to their concerns during the sale and who took time to explain the process and manage their apprehensions without feeling pressured.

“Our agent kept us informed about everything throughout the process and

Kylie Davis is the Head of Content & Product Marketing at CoreLogic. Follow her @ KDavisCoreLogic. Download a full copy of the Perceptions of Real Estate Report here: corelogic. com.au/news/perceptions-of-real-estateagents. Hear Tim Ferriss’ podcast here: fourhourworkweek.com/2015/08/26/ how-to-build-a-world-class-network-inrecord-time.

Want the exact strategies, scripts, dialogues & templates used by Million

Dollar Agents?

Join online RealEstateGym.com.au only $9.95 a week!* *on the annual plan of $517 paid upfront. All prices quoted in AUD and includes GST.

eliteagent.com.au 41

sales

Mind over Matter:

How to get what you’re worth IS SOMEONE TRYING TO NEGOTIATE you down on your

fees? Not making the right offer on a listing? NLP expert and sales coach Charmaine Keegan says your private thoughts may be subconsciously influencing you something you need to be mindful of every time.

R

EGARDLESS OF the context,

be it the price set on a home or a commission, if you think you should be charging less then you will project that. If you think the price should be more, then you project that. It all starts in your head.

1

ANCHOR YOURSELF IN YOUR VALUE

There’s only one person who sets the value of your offering. It’s not your company, or what other real estate agents are charging or what your clients are demanding – it’s you.

The most important language you need to be speaking is that language to yourself.

Ask yourself: are you happy with what you charge? What if you think the percentage you are charging is too high? Well, luckily there are simple steps to take here.

1. Immerse yourself in positivity about what you are offering. Think about what

42 ELITE AGENT • APR-MAY 2016

the vendor is getting out of this: the time and effort you are saving them and what this service means to them.

2. Read thank-you emails from vendors and re-run in your head all those conversations where your clients said how grateful they were, what a great job you did and how wonderful it was.

3. Ask colleagues who consistently get better commission why that is. What are they thinking and doing? Get them to share with you why your service is the price it is.

Put simply, it all starts with you; so anchor yourself in a positive state of mind about your value.

2

IT’S NOT ABOUT YOU – IT’S ABOUT THEM.

Ha! So actually now it’s not about me at all, but about the client!

Well, yes. If you are now securely anchored in your value, we can take a step

back and look at the whole picture.

Negotiation has nothing to do with your wants and everything to do with what your client wants.

What a good salesperson would do is find out all the reasons why the price should be x amount of dollars. They then turn it into colourful language which they interweave delicately in the conversation so that the client sees the value. Good salespeople excel at persuasion.

What a master salesperson would do is to realise you know nothing about the client at all. Go in with a blank canvas ready to create a masterpiece based solely on what that individual client has said or not said, how they behaved, how they communicated and, of course, what they need and value.

So, when you were doing your discovery of their needs, how much were you being guided by them and how much were you directing? How much listening went on and how much assuming? What information did you elicit? Do you know why they are selling or buying, their timing, reason, location, situation? Did you find out what’s of value to that client? And did you end up with a list for each client and how each of them value different things?

I notice with an open house people get asked the same two questions. It’s so ‘default’ I’m not even sure the real estate agent is concentrating on the answer.

Reminding yourself that each and every person has a completely different set of needs, wants, beliefs and values puts you in the right place. Your focus needs to be outward, not inward.

So ‘it’s all about them and not about you’.

Polish up your awareness antennae.

3

HOW DOES THIS PERSON OPERATE?

I’m a huge believer in the fact that if you did a great uncovery and you have put your solution forward, tailored to their needs, then the need to negotiate is reduced.

Allow me to take this to a deeper level.

If you are to be a great negotiator then you need to have a bespoke strategy for each and every client based solely on how that person operates. For example, this is what I discovered today in less than one minute.

I chatted to Ben as he waited for an appointment with a colleague. He was relaying his car purchase (he didn’t sign until he’d had a second opinion from his friend). My colleague arrived and as they walked off Ben pointed to my colleague’s watch and made a comment. His attire, briefcase, watch, appearance in general was polished. Twenty seconds observing Ben

and I’ve got a lot of information.

Sarah came into the office and mentioned something to the office manager about her holiday being exactly as the TripAdvisor reviews had said. Thirty seconds in with Sarah and I’ve also gained a lot of information about her, just by observing.

So what information did I get? Well, Ben’s pride is tied up with how much of a good negotiator he is, regardless of the value; it’s

parents to take a look at the property with him!

Sarah’s remarks about her holiday resort getting the highest reviews on TripAdvisor told me that she has an outward frame of reference: she is influenced by other people’s opinions. What action would I take here if I were trying to list her property? I would reach for testimonials from other clients.

What a master salesperson would do is to realise you know nothing about the client at all. the ‘dance’ over the deal he gets a kick out of. He also runs a high care factor over what others think. He is a ‘two-time convincer’ – that is, after he has seen what he wants he runs his buying strategy which includes somebody else and seeing the options. He has to see two other similar products before he comes back to part with his money. He is also impressed by the finer things and values quality products.

What to do with this information? Well, if Ben were a buyer, I would be grabbing the details about the quality fittings in a kitchen and inviting his partner/friend/

We are barely scratching the surface here on how just much information we can elicit from people just by observing them and how they operate, so make sure next time you meet someone you watch and listen closely.

Charmaine Keegan has spent 24 years immersed in the world of selling, and has a reputation for outstanding results. A trainer of NLP, she loves learning and embracing all new ideas.

For more information visit smarterselling. com.au.

eliteagent.com.au 43

sales

When two (don’t) become one

AS FRESHLY-MINTED PRINCIPALS, Andrea

Bonner and Sally Shaw’s business relationship is unique in more ways than one. They’re the vibrant duo behind Tasmania’s revolutionary estate agency, PropertyWise Launceston, and have established a new set-up that sees their sales and property management departments working closely yet independently.

Story by Iolanthe Gabrie.

4 4 ELITE AGENT • APR-MAY 2016

W

ARM AND

empathetic, veteran sales agent Andrea smiles, acknowledging that ‘caring too much about her clients’ is probably her greatest weakness. Seasoned property manager Sally is energetic and service-driven, focused on delivering premium experiences for her ‘magic number’ ratio of clients.

“Launny is such a small town and a great place to work. So many agencies have reached out to welcome us as PropertyWise: in Launceston, agents are genuinely happy to celebrate their competitors’ success. It’s really been quite overwhelming,” says Sally.

Sally and Andrea came to discover their talent and passion for real estate via

different avenues. “When I left high school, I always knew I wanted to get into real estate sales; I was a bit young at the time so I went into a receptionist role with a local firm before finally getting into sales at 26,” says Andrea. For Sally, real estate was ‘just a job’. “I worked in an admin role with one agency, before going to another company where the property manager walked out.

I took over her role, realising I could deal with the angst of her clients. For me, it’s always been about the people rather than the property. The property? That’s a byproduct.”

Having crossed paths while working at the same business 14 years ago, Andrea and Sally realised they had much in common: importantly, an intense focus on their clients’ success and happiness. Andrea notes that neither had much desire to be

“I put ethics highest on my values list: in my own business I am empowered to make ethical decisions. That’s not always the way larger agencies work.” principals at the beginning of their careers, but “after 16 years in the industry, I looked back at where business was coming from.

It was always repeat clients and referrals.

People followed Sally and myself rather than the brands we worked for. It was then we thought ‘Why aren’t we doing this for ourselves?’” Once their decision was made they were off and running, taking only three months to set up PropertyWise Launceston.

Andrea observes that several boutique agencies have opened in Launceston recently, with individual salespeople venturing out on their own rather than joining franchises. Could this be a new trend in the southern states? In any case, the business case to open their own agency was clear, says Sally. “Rent rolls are being purchased by big companies, and when that happens owners feel neglected. They are forced to become part of a big brand, and being a small town that doesn’t sit right with all landlords. They don’t want their decision being sold on for profit.”

Launceston, it seems, is all about the individual service and people, not brands.

With this hard-earned knowledge front of mind, Andrea and Sally set about building a new agency model that puts customer service first; one that allowed them to build a brand together, yet act nimbly upon the respective demands of their vendors and landlords. Working with their accountant, Andrea and Sally have structured PropertyWise Launceston as two separate businesses under one banner, meaning they have two separate trust accounts.

“We share our marketing and administration costs, but we are two separate entities trading under one name.

Andrea and I decided to structure our business this way because we want to be totally invested in our individual roles; for me to make quick decisions about property management, and for Andrea to do the same with sales. We have one joint expenses account, but all individual decisions are paid for separately. If I want to purchase a $100 pet shop voucher for a client, I don’t need to ask for permission to do that – that is the expense of the property management

department rather than the whole business.

From an accounting perspective, this new model is much easier to reconcile, too.”

So how else will PropertyWise Launceston differentiate itself from the wider market? “I know everyone bangs on about offering boutique service,” says Sally, “but when you work for a big agency you are only ever as good as that team’s weakest member. You can work your backside off for a client, yet have a colleague who does the bare minimum.

“I wanted to go out on my own because of the strength of my repeat and referral business, but I also wanted to create a brand that is truly boutique and focuses on a capped ratio of clients to staff. I want to offer great service; to get problems fixed right away without having to go through the levels of permission that larger organisations force upon their staff. For me, PropertyWise Launceston comes back to people and service.”

Andrea also wants her clients to benefit from PropertyWise Launceston’s standalone sales model. “I put ethics highest on my values list: in my own business I am empowered to make ethical decisions.

That’s not always the way larger agencies work. I don’t want to be implicated in the less-than-ethical practices of others, which is another reason why I decided the time

“Our new model – a magic ratio, independent financial entities under one brand, no inducements to referral – seeks to overcome the failings of big agencies by being constantly accountable to one another in our separateness”

was now to begin my own business.”

It seems that bigger isn’t always better, when it comes to the “beautiful, ethical and personal service” the PropertyWise Launceston team seek to deliver with their new offering. “When we first had this vision,” says Andrea, “it wasn’t to grow to be the biggest company. We want to be known as the best, not the biggest. We also want to try and avoid the traps experienced by other boutique agencies; they start out well, but the level of service drops off as they grow. Sally and I really want to cap our numbers and achieve a ‘magic number’; this will mean capping the listings we hold so we can remain truly boutique and offer that special service.”

“We obviously want to grow our business and be successful,” agrees Sally. “If we grew and approached our capped number we would look for staff support. But we’ll always be really focused on not over-extending ourselves and offering inimitable service.

“Landlords need to be educated to ask more questions when selecting a property manager. Who will actually manage your property? How many properties do they have under management, and what support do they have? Many agencies fudge their numbers by averaging the ratio out over their whole staff, which makes them sound great but isn’t accurate. It also means that property managers are overloaded. This is another reason why Andrea and I started PropertyWise Launceston: we don’t want to overload ourselves with big agency KPIs to the detriment of our clients.”

“The same thing applies to sales,” says Andrea. “Large agency directors have their name on every listing, but in reality their minions manage the transaction. We want to strike a happy medium with a magic ratio that balances service and puts clients first.”

In PropertyWise Launceston, not only will the local Tasmanian real estate playing field be altered: Sally and Andrea’s business also represents a whole new attitude and structure towards running an agency together, yet apart. “Traditional agency models pit sales agents against property managers; they’re always the poor cousin of sales,” says Sally. Andrea agrees.

“Miscommunication is a huge problem, with property managers and sales agents at odds. Our new model – a magic ratio, independent financial entities under one brand, no inducements to referral – seeks to overcome the failings of big agencies by being constantly accountable to one another in our separateness, focused squarely on giving real service to our clients.”

Together, yet apart. A marriage made in real-estate heaven. Watch this space!

eliteagent.com.au 45

marketing

Community Engagement:

5 BUSINESS BUILDING IDEAS

THE MOST EXPENSIVE part

of doing business is finding and keeping new clients. In this article Tanja M Jones shares five simple creative collaboration strategies that meaningfully position your brand into the minds and hearts of your local community.

I1

T CAN BE HARD to stand out in a noisy

real estate crowd, where every brand wants to be seen and heard.

With a little thought, however, it is possible to build your database and strengthen your position in the community at the same time.

HOME IMPROVEMENTS

Many offices are paying for advertising in their local papers to introduce a new staff member or promote their services; the trouble is so is everyone else.

If you want to be relevant and have people look forward to your communication, create a local community advertising campaign called ‘We love homes’. Rather than talk about yourself, create a call to action where people simply enter your monthly competition to win home improvement services provide by you. This could include gutter cleaning, window washing, lawn mowing, carpet steam cleaning, pet grooming, pool cleaning or, in cooler areas, a trailer-load of wood delivered for winter (along with a big bag of marshmallows!).

Simply create value propositions with your local service providers, where they supply the service in exchange for the local advertising you purchase. People will begin to interact with your brand and look forward to what comes next, while you’re building goodwill and growing your database. The added bonus is the ‘happy snaps’ you can take with the winners and local businesses on the day of delivery. This is great content to share on social media and in the following month’s promotion.

2

COMMUNITY ALLIANCE PROGRAMS

Make your sponsorships really count and put practices in place to measure your return on investment. Imagine taking your local sporting president out for lunch

46 ELITE AGENT • APR-MAY 2016

and asking them what their vision for the club is and what they need to improve facilities and services. It may be a new scoreboard or goalposts, or to update the change rooms, for example.

Let them know that one of your core values is to give back to the community and invest in the healthy lifestyle of future generations. Imagine asking them, ‘How would you like to generate $10,500 for your club, while adding value to your members, all at no cost to you?’ It is likely that they will be interested.

Ask if you can show them how and then share the design of the alliance. Let’s say they have 700 members. Let them know that for every member who lists and sells with you, you will give them $300. Let’s say conservatively that you convert five per cent; that is 35 people. This equates to $10,500 to the club, and you then have your name positioned on the scoreboard or on a highly visible location on the grounds.

Not all clubs will be happy to share their database with you, but they may consider sending the introduction letter on your behalf. Ask the President to kindly write an endorsement paragraph to be included in the letter. You then introduce yourself, share your ‘why’ and introduce your offer.

This program design can be repeated for any sporting club, business association, charity or group in your municipality.

3

TAKE IT AWAY

For many hardworking Aussie families, Friday and Saturday nights are takeaway nights. Imagine buying fish and chips for a family for an entire year (one night per week)! Strike a deal with the owner of a local business to simply place an entry box on the counter for one month for people to enter the draw. The winning family receives a branded card to the value of $50 per week to use for twelve months.

In exchange for the investment, negotiate

with the business owner to install a Perspex fixture in a bare space within the shop where you can place information on your current homes for sale. This will give people something to read while waiting for their dinner to be cooked. It positions you front and centre to a hungry audience every week and the idea can be repeated at any local takeaway business, including pizza and Chinese.

4

CONNECT WITH COUNCIL

Make a solid connection with the local Economic Business Development Manager and let them know you would like to regularly communicate why your community is a great place to live, work and play. Work actively with your Council to share the future developments, local events, business services and facilities within your demographic. Keep your database informed via your newsletter and share the information on social media.

If there are any major developments happening that have a lot of people asking questions, do what Dib Chidiac (Raine & Horne) did and write a report that provides an insight into key changes, with updates on the impacts and benefits to homeowners

Work actively with your Council to share the future developments, local events, business services and facilities within your demographic. Keep your database informed via your newsletter and share the information on social media. and investors. Make the report available on your website, promote it on social media and encourage your local business networks to share links to download.

Check Dib’s website for the example: dibchidiac.com.au.

5

FOR ART’S SAKE – A CALENDAR THAT COUNTS

Nowadays most people use their phone for their family planner. One way you can create something that is not only meaningful but can become an annual community event is to provide an opportunity for all your local artists or photographers to submit a piece for consideration in your annual calendar.

Create a judging panel to select the final 12 and release the calendars at an exhibition within the local community.

All the artists will bring their family and friends and can sell their originals, while you sell the calendars for a small fee to raise funds for a local charity. Seek advertising sponsorship from local businesses to help pay for the printing costs and make the calendars big enough for people to actually use (not one-sided DL).

This is a good project for a dedicated administration team member as it will take some time to set up; but it could become a great hallmark event for your community.

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.

To make the change, call Martin on 0422 924 303 or Tony on 0425 706 711

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agent profile

Trent Faunt

Place Estate Agents Brisbane, QLD Trent Faunt has had a passion for real estate from a young age, ever since he watched his parents operate a successful furniture enterprise and learned the ins and outs of business. He was listed as top agent after his first year at Kingaroy Real Estate and then made the move to Brisbane, where he now works for Place Estate Agents with top agent Simon Caulfield.

Tell us about your start in real estate?

I’ve lived in Kingaroy (about 200km to the north-west of Brisbane) for most of my life, and this is where my real estate career began. I started work at Kingaroy Real Estate when I

was 20 years old; I had a dream and every intention of achieving it. The average sale or listing price in Kingaroy was between $200,000 and $250,000. I had over 100 listings within my first year in real estate, but whilst these listings were very easy to

come by the buyers were few and far between!

What made you choose a career in real estate?

From an early age and throughout my life I’ve been exposed to the world of

business and property. My parents have owned and successfully operated several small businesses. The gift of the gab, an ability to sell and a strong work ethic have been ingrained into me from a young age. You could almost

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in Brisbane. I shadowed every agent who would allow me and networked with them to find my next venture.

When I met Simon Caulfield, I knew straightaway that I’d found someone I would enjoy working with. It wasn’t easy to get Simon’s attention and I was very persistent in order to secure a job with Place .

say that it’s hereditary!

I was introduced to real estate when I was young, as my parents would take me along on drives to view various properties, irrespective of whether or not they were looking to buy. It was simply their desire to keep a finger on the pulse of the market. As I grew up, I loved the beauty in the design of houses and everything about property.

EVERY DAY, I MADE AND LEARNED FROM MY MISTAKES. IT WAS A HUMBLING EXPERIENCE THAT HAS HELPED SHAPE ME.

What are the biggest challenges you have faced in your career?

Within the first six months of the job at Kingaroy, my manager and mentor left the workforce. Admittedly at this time I had very little life and real estate experience. To say that I was thrown in the deep end is an understatement.

Every day, I made and learned from my mistakes. It was a humbling experience that has helped shape me. My personal goal in my first year of real estate was to become an agent that stood out from the rest in my town. At the end of my journey in Kingaroy, I was one of the top three local agents after only one year in the industry. It soon became apparent to me that Kingaroy

was no longer challenging me; the competition was not competitive, the pace a little slow and I became restless. It was time for a change.

After that first year at Kingaroy Real Estate, at the age of 21, the owners of the business approached me to take over. Despite this unique opportunity in front of me, I decided to follow my gut feeling and curiosity and go to Brisbane, so I handed in my notice to leave. I will forever be grateful for the stepping stone that Kingaroy Real Estate gave to me in this industry. They gave me a chance when others would not have done.

So my next challenge was being unemployed but very eager to kick-start my new adventure

What do you love about being an agent?

What I truly love is being a part of my client’s journey. I have the privilege of helping people buy or sell their valuable assets. Plus meeting new people every day is also very exciting.

I also thrive on pushing myself to my limits, working the long hours and making some personal sacrifices in order to get ahead of the pack. Doing whatever it takes to be successful.

What is unique about your agency and team?

Place Estate Agents opened its doors in New Farm in July 2010.

Director Judy Goodger compiled a first-class team of top real estate agents to ensure that the New Farm office continues to uphold the incomparable Place standards while always increasing its presence and stellar reputation.

Servicing the surrounding suburbs of the Inner North of Brisbane and beyond, the New Farm team offers a high quality of service that you can always count on when it comes to Place.

Like all Place agents, the New Farm team is always adapting with the trends while providing the same first-class marketing that Place is known for.

What’s the best advice you’ve been given?

Find people who are smarter

than you, and learn everything you can from them.

Do you have a mentor, or someone who inspires you?

My source of inspiration lies in our team’s lead agent, Simon Caulfield. I admire and respect what he has achieved at his age and hope that I can accomplish similar successes by that time in my life. I have the privilege of working with Simon and learning from him. If I had to choose someone else outside the team who inspires me, it would have to be Fredrik Eklund from Million Dollar Listing New York.

Do you have a favourite sporting team or holiday destination?

I am a huge sports enthusiast.

There is very little sport that doesn’t interest me! I’m currently following mostly soccer (EPL), NRL and golf.

Unfortunately my NRL team (Titans) hasn’t been doing well for some time. But what can I say? I love an underdog!

Any predictions for the industry this year?

I believe that the Brisbane market may become more challenging in 2017.

Our team at Place Real Estate has worked really closely with a number of developers. I anticipate that whilst the developments are getting approved there will be a time when the supply simply outweighs the demand.

What advice would you give someone starting out?

Do not give up. If it’s something that you want to do, figure out a way and go for it. Do your homework and find a mentor, not an agency. The key is persistence; if you give up, you never truly wanted it.

eliteagent.com.au 49

5 sales

TRENDS THAT MAY INFLUENCE PROPERTY IN AUSTRALIA

THEY SAY THAT THE ONLY constant is change, and this is

especially true of real estate. Architectural preferences change, new materials become available, construction methods take advantage of the latest technology, home layouts become more in tune with demographic and social changes, and many other factors begin to influence what buyers want – and how real estate professionals should market property. Steve Mallach looks at the trends that are currently shaping the homes you sell.

50 ELITE AGENT • APR-MAY 2016

W

HILE REAL estate

trends tend to evolve a little more slowly than those affecting fashion or food.

When they do though, they tend to have a significant impact on how investors view properties, which can have an impact on how you go about selling the benefits.

In 2016 five trends look set to influence real estate in Australia:

1

TOUGHER, MORE SUSTAINABLE DESIGN

2016 will see the trend towards the use of more environmentally friendly and renewable materials become even more pronounced. Australians are becoming more aware of the looming scarcity of resources in a world that is being exposed to the runaway effects of climate change.

The push for sustainable building practices, the popularity of products made from renewable resources and the use of natural, ecologically friendly material will continue to remake the real estate landscape.

Sustainability is also set to influence the generation of power. Solar and wind power will start to become the norm rather than the exception, so expect to see the retrofitting of existing homes with solar and other technologies becoming standard for new builds.

At the same time, the unique flora and fauna of Australia will be celebrated in tones and colours, as well as the use of natural materials for interior design and finishes.

New homes will be better able to withstand natural disasters caused by climate change. The devastating effects of bushfires are motivating many architects to design residential homes that are engineered to be fire resistant and, more importantly, ecologically friendly. Expect to see more designs based on this ‘first do no harm’ philosophy.

Examples of an architectural approach which focuses on sustainability are already cropping up across Australia. The ecofriendly passive Bush House by Archterra Architects is nestled in the Australian outback near Margaret River in Western Australia. This home blends environmental sustainability with contemporary luxury.

The property also showcases how natural materials are increasingly being used in interior design. The Bush House features the use of wood - including recycled Jarrah wood planks used on the outdoor decking and the interior, and Australian Hoop Pine to line the ceilings.

Why this is important: Australians can look forward to a trend that sees more natural and sustainable materials being used in properties in urban areas. You may find that the trend towards sustainable design will allow sellers to charge a premium for their properties and that buyer demand for authentic Australian designs and interiors will continue to grow. The move towards solar and other alternative electricity-generation systems will be seen as adding value to homes by reducing costs.

The trends towards building tougher homes that are better able to bear the brunt of natural disasters also have far reaching consequences for home insurance. The less likely the property is to succumb to bush fires or storms the lower the insurance premiums – another great selling point. For this reason agents can expect savvy buyers to ask about construction methods and materials.

2

AFFORDABILITY

With property prices skyrocketing, buyers are demanding homes that boast the best quality materials despite many having a limited budget. This has led to the development of materials with a luxury look and feel but costing far less. A good example is the use of natural stone. This option is expensive and adds significantly to construction costs – but alternatives such as stone veneers are becoming increasingly popular. Real estate professionals should expect to see affordable quality become the norm, rather than the exception.

Why this is important: The availability of these new materials and finishes is especially important when the agent is faced with buyers in search of a ‘fixerupper’. Valuations increase dramatically when the client is made aware of relatively inexpensive renovation options. These products are becoming increasingly widely available, as well increasingly durable – ideal for Australian conditions. The modular nature of the components can also save the client significant amounts of money in terms of labour costs, which is another great selling point.

3

WATER-SAVING MEASURES AND APPLIANCES

Between late 1996 and mid-2010 Perth, Adelaide, Melbourne, Hobart, Canberra, Sydney and Brisbane were all affected by the so-called ‘Millennium Drought’. With the effects of El Niño and climate change becoming more pronounced it seems likely that the country will continue to experience periodic dry

conditions, making water conservation an ever-present worry for those purchasing landed property.

Faced with stiff fines, property owners in many major cities have been encouraged to install systems such as low-flow showerheads and dual flush toilets, as well as facing limitations on irrigation. Highly efficient metered watering systems are becoming increasingly popular with homeowners.

For many, the Australian outdoor lifestyle has come under threat, with some cities experiencing periodic restrictions on the use of water to fill pools. In response to these conditions rainwater tanks are becoming popular options for those building or buying a new home.

Why this is important: Property professionals are going to find that waterwise homes will be increasingly attractive to buyers and renters. Additions such as water tanks mitigate the effects of water restrictions and add to the quality of life of homeowners, as well as allowing them to avoid fines. Property professionals will want to note that the trend towards smaller swimming pools may accelerate, while those homes that can avoid the penalties and restrictions that apply to filling pools over 10,000 litres in capacity may have the edge over properties that have larger, deeper and older pools.

In Amsterdam, 2016 will see an entire 3D printed house manufactured and built from nylon.

At the same time properties which have below-ground, metered irrigation systems and a garden filled with native, droughtresistant plants will prove more attractive to buyers of homes with larger gardens.

4

GREATER CHOICE OF MATERIALS AT BETTER PRICES

New manufacturing methods, such as 3D printing, are about to revolutionise the availability of prefabricated materials.

Although not yet widely used for the manufacture of prefabricated material, 3D printing - which has been called the ‘Third Industrial Revolution’ - is set to provide homeowners with viable, value-for-money alternatives to custom materials and expensive building techniques.

This isn’t science fiction - 2016 will see an entire printed house manufactured

from nylon being built in Amsterdam.

3D printing in the construction industry is set to eliminate wasted materials and reduce transport costs as designs can be printed locally.

This technology may not have reached maturity – but the trend seems to be gathering momentum.

New manufacturing techniques are also making sustainable materials such as glass even more attractive to homeowners by providing greater choice when it comes to colours, textures and sizes. These techniques make it possible to produce patterned glass and etched surfaces, and even allow for LED lights to be built into glass panels.

Why this is important: Expect these types of technologies to reach Australian shores within the short to medium term.

3D printing will allow homeowners to produce unique, highly personalised homes, including interior decorating highlights at a fraction of the cost of today’s products. Homes that feature special one-off finishes to kitchen counters and bathroom fittings may provide sellers with just the right differentiating factor needed to separate the functional or run of the mill from the highly desirable.

5

RECLAIMED WOODEN FLOORING

For most homeowners there’s no substitute for authenticity. It’s all very well extolling the virtues of a modern material that is durable and light on the pocket, but many still crave the real thing.

The demand for authentic wooden flooring is only one example of this trend - but with a difference - a growing trend towards recycling timber flooring which has been sourced from existing houses, schools, churches and warehouses.

For many buyers this flooring is a way to bring a piece of history into their homes while providing an opportunity to express their individual style and taste.

Why this is important: These types of flooring give a property a dose of real individuality - a characteristic that is extremely bankable. Real estate professionals can expect increased demand for homes that boast unique features, and reclaimed flooring certainly contributes to this while also providing a warmth and ambiance that is much appreciated by discerning buyers.

These are only some of the trends that are set to affect property in 2016. Keeping up with what buyers and sellers want in an ever-evolving environment is a top priority to getting best price for your vendors’ homes.

eliteagent.com.au 51

The Home Straight Mark McLeod

Constants amid the chaos The ability to find consistency as the days throw chaos at you is where you will find success, says Mark McLeod.

I

OFTEN REFER to our

day as being divided up into constants versus variables. This means that there are things that you have control over, the constants, and we can argue that the chaos is often the variables.

Often I see agents and offices desperately trying to control variables, rather than creating a razor-like focus on managing the constants.

For example, a database of 1,000 homeowners may produce somewhere between 40 and 50 sales a year. We know that to be a constant, so you should build a system to maximise your return from this constant. Measuring this number and even finding solutions as to why vendors didn’t list with you will improve your return in this area.

Once listed, someone turning up to the open home who has

A database of 1,000 homeowners may produce somewhere between 40 and 50 sales a year. a house to sell, or someone buying the home who has a house to sell, could be argued as a variable. If you spend all your time, efforts and process around the constant and control your processes once that constant is listed, then you will gain access and reap the rewards of the variables.

52 ELITE AGENT • APR-MAY 2016

So a great way to improve your business is to make a list of all the actions that you believe to be constant. Then apply five rules that I believe will lead you to success in this area: 1. Frequency of action.

2. Cost. So often people don’t look at the cost of these

actions and then, halfway through the process, find they can’t afford the action.

3. Have you created rapport?

If you don’t measure it, you can’t grow it.

4. Monitoring. Have you sat down with someone to help you monitor your actions and outcomes?

5. Return. Is the juice worth the squeeze? Are you getting a return on the investment you’ve put into this area?

A sure-fire way to improve your business is to place these five rules of adaptation against the areas that we know will improve your business. Let’s look at some specific areas: • Databasing: do we have enough volume, and is there enough contact?

• Pipeline: do we have channels of connectivity, and do we understand the difference between systemic contact and organic contact?

• Stock management: do we have systems for reporting information that allow the owner to be fully informed in order to make an educated decision?

These three areas are examples of constants in your business and demonstrate how you could go about expanding them.

I have no doubt that improvement in the development and depth of your constants will result in wonderful outcomes and allow you to take real advantage of the variables that come your way.

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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