Elite Agent issue 29 Jun Jul 2019 Preview

STREET MBA PAGE 21

A LEAGUE OF THEIR OWN PAGE 74

MEETING ON THE MOVE PAGE 108

LEARN FROM THE BEST COLLECTOR'S EDITION JULY 2019

THE ART OF CELEBRATING SUCCESS WHY WORKFLOW WORKS WONDERS TAKE BACK THE MARKET

#WeAreRealEstate OUR EPIC COLLECTION OF STORIES FROM 140 INDUSTRY PROFESSIONALS

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Issue 29 JULY 2019

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SAMANTHA MCLEAN Managing Editor samantha@eliteagent.com training

MARK EDWARDS Publisher mark@eliteagent.com

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CONTRIBUTING WRITERS Cassandra Charlesworth Kylie Dulhunty Kylie Stevenson

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ON THE COVER 041 WE ARE REAL ESTATE The personal stories of 140 real estate professionals from around Australia

ELITE AGENT 004 EDITOR’S LETTER Samantha McLean 006 CONTRIBUTORS 007 PODCAST HIGHLIGHTS 008 READER PROFILE Transform 2019 Winner, Adam Gulliford 010 THE WATER COOLER Catch up on what you may have missed 112 URBAN OBSESSIONS This month’s most wanted

SALES, MARKETING AND BEST PRACTICE

30 MINUTES WITH

070 COLLABORATE FOR THE WIN Andy Reid

012 ANDREW RECHTMAN Executive General Manager Residential, realestate.com.au

074 A LEAGUE OF THEIR OWN Kylie Dulhunty

FIRST PERSON

078 TAKE BACK THE MARKET Nikki Horner interviews Michael Coulson

016 WHY WORKFLOW WORKS WONDERS Josh Phegan

080 SERVICE FOR SUCCESS 2018 AREAS winner Harcourts Solutions

018 FORGET THE FAST FIX Fiona Blayney

082 TURNING FINANCIAL STRESS TO SUCCESS Mikaela Patterson

020 HOW TO HAVE THE HARD CONVERSATIONS Mark McLeod 022 THE GREAT EQUALISER Caroline Bolderston 024 HOW TO SURVIVE THE INDUSTRY CHURN RATE Nathan Jones 026 MANAGING THE ACTION AT AUCTION Andrew Robinson 028 WHAT WE GIVE Kurtis Pirotta

084 TRANSFORMATION THROUGH INNOVATION Whythes Real Estate 086 ASK THE SALES COACH Claudio Encina

PROPERTY MANAGEMENT 088 IS YOUR WORKFLOW JUST A CHECKLIST IN DISGUISE? Lisa Pentland 090 KNOW YOUR NUMBERS Jo-Anne Oliveri

REGULARS

092 INFECTIOUS ENERGY Tara Bradbury

030 REALTY BYTES Alister Maple-Brown

094 INSURANCE COVER YOU DIDN’T KNOW YOU NEEDED Sharon Fox-Slater

032 BUSINESS MATTERS John Knight 034 DATA INSIGHTS Eddie Cetin 036 PEOPLE PARTNER Sarah Dawson

JULY 2019

072 12 TIPS TO BETTER TELEPHONE TECHNIQUE Odile Faludi

014 DICK KARLSSON CEO, Diakrit

CONTENTS

41

12

038 PROPERTY MANAGEMENT MENTOR Natalie Hastings

74

096 THE ROAD LESS TRAVELLED Taylors Property Management Specialists 098 CUSTOMER EXPERIENCE: THE SECRET TO BUSINESS GROWTH Baris Ozturk 100 ASK THE PM COACH Heidi Walkinshaw, Lauren Kirk and Kate Benjamin

LEADERSHIP 102 RECRUITING FOR PERFORMANCE Hannah Gill 104 18 WAYS TO WORK ON YOU Chris Hanley 106 COMBATING CONFLICT Kylie Dulhunty interviews Scott Dutton 108 MEETING ON THE MOVE Andrew Herrmann 110 THE ART OF CELEBRATING SUCCESS Pancho Mehrotra

EDITOR’S LETTER

W WHAT IF I TOLD YOU THAT ‘CO-OPETITION’ MIGHT NOT BE AS SCARY AS IT SOUNDS?

Mark and I were at a conference in Singapore recently.

I’ve been to Singapore many times, having spent some time living in Malaysia about 20 years ago, but having seen the movie Crazy Rich Asians it prompted me to want to revisit some of the real touristy spots.

First on the list – Newton Food Centre – one of the few remaining hawker centres in Singapore.

When you walk into the place, it is an assault on every sense – blinking lights, stall holders jostling to get the attention of tourists and, of course, the smell of just about every wondrous Asian-spiced dish you can imagine.

We wandered around for about five minutes in a daze wondering where to sit and what to eat – trying to work out how we could max out our experience.

As I was staring down a fine looking crab, to the right of me, I sensed Mark jump. I turned around and there was one of the stall holders rubbing a longneck of Tiger beer on the side of Mark’s face.

As I turned around, the stall holder proudly proclaimed, he had the coldest beer in all of Newton.

It was a big call.

But it was also all Mark needed to hear to encourage me to sit down at the exact spot where we were standing.

It was like the sea of people parted, and two vacant seats

4 ELITE AGENT • JULY 2019

had strangely appeared right in front of us.

Within seconds we had cold beers in front of us, a variety of menus from different stalls and our friend – let’s call him John – offering to handle everything for us, even running to the other stall holders to make sure that we didn’t miss out on anything.

As we were a little bemused by what had just happened, it opened up one of those ‘what if’ kind of conversations centring around us all working together for the good of the consumer.

And I think there are some pretty basic lessons here.

Lesson #1: In lead generation, know your audience We know from the recent Purplebricks experience they kind of mass-marketed to everyone, and it didn’t really work.

‘Spray and pray’ never does.

But John obviously had used

his experience with other touristy looking white faces in the heat to know that a beer would probably be enough to make us sit down.

He knew his target market and was also able to meet a need of taking away some unspoken confusion about where and what to eat.

So there’s a good leaf to be taken out of Johns’ book by knowing your market, starting with something small, and upselling from there.

Lesson #2: Servicing the customer is the top priority – even if it’s not your service John knew that he could let us walk past but we might sit down somewhere that wasn’t his territory, and he couldn’t risk losing us as a ‘lead’.

He not only owned ‘the coldest beer in Singapore’ stall but he also had a share in one of the other stalls selling some pretty

Newton is one of the few places in the world where street food vendors can earn a Michelin Star.

fine Singapore noodles.

But Mark wanted chicken wings, and I wanted satay.

Never mind, says John, I’ll organise it all for you.

At one point we asked him why he was happy to go order food with other stall holders, and he just said, “We all work together, no point not to”. In other words, a bird in the hand was worth two in the bush.

I have no doubt there was some conjuncting and a couple of joint ventures going on behind the scenes, but if the back end operation is transparent to the customer (we ended up with one very reasonable bill), doesn’t everyone win? I’m confident there is a metaphor there not just for sales and property management working together, but also for regular competitors to put aside immediate personal gain for the good of the customer.

It doesn’t have to be your service that the customer chooses every time, but they do have to choose you as their trusted advisor.

There are already some really smart operators in competing areas who are working together and perfecting their service in a chosen speciality.

Lesson #3: If you have one perfect dish, it’s better than five so-so dishes Each hawker sells one dish that they have been perfecting for generations.

Newton is one of the few places in the world where street food vendors can earn a Michelin Star.

It’s easy to tell who has the best chicken laksa because there is only one stall selling laksa.

In real estate, everyone would like to claim Number 1 in ‘real estate’.

But at Newton’s the equivalent would be a sign out the front of every stall proclaiming, “the best hawker food in Singapore”.

Instead, they are all smart enough to want to be known for their ‘one thing’.

In your area, can you refine to

a subsection of the market (such as the number 1 in apartment sales) and earn the equivalent of a Michelin Star in that niche?

The end of that story: John got a great big tip that night for looking after us so well, and I’m pretty sure we will go looking for him again if we ever go back.

So, yeah, I didn’t spend much of April at home.

In New Zealand at realestate. com.au’s leadership forum (more on page 12), I learned there are already some really smart operators in competing areas who are working together to lower cost bases while perfecting their service in a chosen speciality.

Putting the consumer first.

Over the five years we’ve been publishing this magazine, the big

gap between sales and property management has become smaller and smaller, as the industry looks to serve customers in a more wholistic way.

In this magazine, we are closing the gap between sales and property management for good.

With that, you’ll notice we’ve gone back to one cover.

On that note, people always ask me how we choose the cover, and specifically how to get on it.

As Elite Agent evolves into a single cover publication we wanted to mark the occasion with a collective, united portrait of the real estate industry.

Some of the agents and leaders in our cover story will be familiar names to you, some you may have never heard of.

In writing this story, it’s not hard to see that shows like A Current Affair have kind of got it wrong about the average industry professional. As you’ll see across 20 epic pages of personal stories the heart of every great agent contains a strong desire to help people, usually at times when they most need it.

It also contains some of the best career advice you’ll ever hear.

This issue, you are all the cover.

Embrace it, and each other.

SAMANTHA MCLEAN MANAGING EDITOR samantha@eliteagent.com

eliteagent.com 5

s r o t u b i r t Con MIKAELA PATTERSON In Mikaela Patterson’s mind there’s nothing better than achieving a positive outcome for her clients, especially if they are repeat customers. Hailing from Bundaberg, Queensland, Mikaela is currently based in Melbourne as a finance broker with Entourage Finance. She’s been delivering results in the industry since 2006 and credits experience, product knowledge and empathy as three secrets to her success. According to Mikaela, stress is ever-present in real estate. From managing conflicts that come with guiding vendors through substantial life changes, to staying ahead in the technology and customer service space, the last thing anyone needs is to be worrying about money.

This month, Mikaela explains how personal financial wellness can lower your stress levels and offers a couple of tips to help you get there.

“Financial wellness is like building a house: if the owner tries to save costs by enticing the electrician to try their hand at plumbing, a sub-standard home is delivered.

Similarly, skimping on a holistic approach to wealth management will inhibit financial wellness.”

6 ELITE AGENT • JULY 2019

NIKKI HORNER

NATHAN JONES After working for NAB and Macquarie Bank, Nathan left the banking world and joined Buxton in 2012. In 2015 he took over as CEO and is now in charge of more than 400 people across Australia.

Nathan has seen first hand how a tough cycle has made and broken many real estate agents. In this issue, Nathan evaluates where the market is at right now, and analyses the best approach agents need to take to not only survive in less than ideal conditions but to thrive in this environment.

“Creating change in an industry which has typically resisted change is a difficult task. However, there is no better time than now to lift the bar.”

Administration, sales and military service. With a career background that reads like that, you can bet that any interaction with Nikki Horner will be filled with professionalism, attention to detail and excellence. Plying her trade as a sales consultant with Canberra’s largest privately-owned real estate agency, Luton Properties, Nikki firmly believes service doesn’t end when you close a sale and all the paperwork is signed. Clients are for life, according to Nikki, whose many achievements include being a standout member of #TeamTom during Transform/17. In this issue, Nikki sat down with Coulson & Co Director Michael Coulson to discuss the most important processes that are needed to conquer his core area.

“Buyers are gold now. Once you’ve got a buyer that you know is ready, they’ll be on a hot list and we’ll be contacting them until we’ve found them a property.”

ELEVATE The official podcast of

s t h g i l h g i H JOHN MCGRATH Founder, McGrath Estate Agents “Every single day we’ve got a chance to get better. The market we’re in is giving an even greater gift because the market we’re in now requires you to get better every day and reassess the way you do things.”

How much has changed in real estate in 16 years? John McGrath can answer that question better than anyone. In his long-awaited return to our studio, John caught us up with all the exciting changes that have happened in his world over the past 12 months, this year’s AREC conference, winning in the current market, the future and what’s changed since he wrote the classic You Inc. back in 2003. elite.ag/mcgrath

ADAM BRYANT AND BOBBY REYNOLDS MELANIE LAING Head of Connectnow “Leadership can be hard, and sometimes it can feel quite lonely as a new leader… But you don’t always need to know the answer or be the one making all the decisions.”

How would you charge your smartphone without electricity or contact your family without the internet? That conundrum is something many people have to sort out quickly when they move house. It’s an area Melanie (Mel) Laing, the Head of Connectnow, knows all about. In this episode, she gave Sam the scoop on some of Connectnow’s exciting new developments. In addition to that, Mel provides an honest account of how she balances a senior leadership role in a big corporate company with balancing her other important role as a mum. elite.ag/connectnow

Sales Representatives, Agency Central “If you’re a good agent or a good person doing your very best in your industry, just record that… It’s not hard to create content when you’re the content all day, every day.”

Where do great content ideas come from? If you ask Agency Central’s Adam Bryant and Bobby Reynolds, they’d tell you to pull out your phone and start recording. In this episode of the Elevate podcast, Adam and Bobby share how they built their digital brand from scratch, the process behind building a successful podcast and why authenticity is more important than perfection. elite.ag/agencycentral

ELITE.AG/PODCAST eliteagent.com 7

TRANSFORM/19 WINNER

FLYING HIGH

When Adam Gulliford came to Darwin, his flight landed in the eye of a cyclone. Since then, his list of achievements have been long and varied. He’s been a certified horticulturist, a commercial pilot, a pilot instructor and was in charge of corporate sales for the largest car company in the Northern Territory before finding his way into real estate.

Talk to Adam for five minutes, and you quickly realise this Raine & Horne sales consultant is something special. Not only did Adam come out on top in Transform/19 but his sales associate Chantal Jennison finished 10th.

What was your first job and what did it teach you?

I worked for my family’s indoor plant hire business fresh out of high school and worked in hospitality at the same time, which is an industry I think every person working in real estate should have experience in. It taught me how to talk to and relate to others. People think all we do as an agent is sell houses, but there’s more to it than that. I can’t make someone buy a house, it’s impossible. What I can do is build relationships, find out what their motivations for selling are, and work with them to achieve their goal.

What is the market like in your area at the moment?

If you are a buyer, it is absolutely fantastic. On the other side of it, if a potential client wants me to sell their

8 ELITE AGENT • JULY 2019

“At the end of the day, I’d sleep much better knowing that I gave someone the correct advice and genuinely helped them.

Money is just a byproduct of doing a good job.” home but it’s not urgent, I will flat out tell them not to sell.

It takes people by surprise sometimes, but once I explain to them my reasoning, they start to understand that I’m not just here to get paid. At the end of the day, I’d sleep much better knowing that I gave someone the correct advice and genuinely helped them.

Money is just a by-product of doing a good job.

Who or what inspires you?

My Dad. He grew up very poor and didn’t have two cents to rub together, but that didn’t

stop him from putting his head down, working his ass off and building a successful business. He’s now a self-made millionaire. I bounce ideas off of him all the time and he was over the moon when I told him I won Transform/19. He’s always believed in me, and I love making him proud.

What advice would you give to someone starting in real estate?

Two things I would tell anyone starting is to believe in yourself and give it everything you’ve got. If you’re not willing to put in 100 per cent, you’re wasting your time. The other piece of advice would be to find a mentor, actively seek out people who have been there and done that and soak up every little bit of knowledge they can provide.

During Transform/19 you had the best month ever. How did that come about?

We worked as a team. We are

doing about 500 per cent more prospecting now, over the past six weeks, than we were before that.

What was your favourite part of Transform/19?

The exercise on getting feedback from my family and friends was great. I sent off the emails as instructed, and the responses I got were amazing.

So now, I like to go through and read them every day.

What’s the best piece of advice you’ve received?

A saying my chief instructor taught me in my piloting days was: “The moment you do a flight and you don’t learn anything is the moment you need to stop flying planes, because now you think you know everything, and that’s when things go wrong.” It has always stuck with me and it’s a big reason why I love doing challenges like Transform and continuously up-skilling. There’s always something new to learn.

THE WATER COOLER D

Our daily newsletter #THEBRIEF brings you the latest real estate news, tech and marketing tips straight to your inbox.

Here are some of this month’s trending stories.

Subscribe to #THEBRIEF eliteagent.com/subscribe.

PropertyMe releases new compliance feature One of the country’s leading cloud property management software company PropertyMe has released a new feature to help you reduce friction in your business and mitigate risk.

Given the seriousness of compliance issues like smoke alarm and pool safety legislation, PropertyMe’s new Reminders feature enables you to reduce stress and avoid costly mistakes in your business.

ENTRIES ARE NOW OPEN FOR AREAS 2019 Submissions are now open for the Annual REA Excellence Awards (AREAs), which celebrates excellence in the property and media industries.

Honouring the most innovative, community-minded and highest-achieving individuals and businesses across property and media, there are 21 awards in total across the three categories of Innovation, Service & Marketing Excellence and Community.

Individuals will also be recognised this year in the Gold AREAs categories of Agent of the Year, Property Manager of the Year, and Most Influential Woman in Property.

REA Group Chief Executive Officer, Owen Wilson, said the AREAs is an opportunity to come together and celebrate the success and achievements of everyone involved in making the real estate industry as great as it is today.

The finalists will be announced on Tuesday, 24 September and invited to the exclusive black-tie gala dinner on Thursday, 14 November, 2019.

Submissions for the AREAs close on Friday, 14 June, 2019.

To read more: elite.ag/areas2019.

10 ELITE AGENT • JULY 2019

To learn more about compliance visit propertyme.com.au/compliance.

DIJONES LAUNCH AI PLATFORM ‘ASKDIJONES’ DiJONES has combined house-hunting data and artificial intelligence to give homeowners an advantage when they consider selling or preparing to sell.

The askDiJONES ‘skill’ (much like an app on a mobile device) can be installed on a virtual home assistant and consumers can tap into the group’s live

database of active and passive buyers and renters to see who is seeking similar properties in their neighbourhood.

Buyers can use the askDiJONES skill to get an initial indication of the value of their property or ask for insights on recent sales for their area of interest.

Investors and tenants can use the platform to inquire about rental property availability or seek emergency contact information, all with a simple question.

The askDiJONES skill, which is currently exclusive to Alexa, is in stage one of development.

To read more: elite.ag/ askdijones.

VISIT ELITE.AG/WCJULY19 FOR FULL VERSIONS OF THESE WATER COOLER STORIES

BOOST YOUR BOTTOM LINE WITH ROCKEND

Juwai.com launches property Feng Shui reports

In real estate, we all know that a good relationship can be the difference in keeping your tenants happy. And what better way to nurture a great relationship from the get-go than by giving tenants their own movologist?

Rockend has partnered with Movinghub, a free utility connection service that integrates within our Property Tree software and earns you a commission with every connection the new tenant makes.

Activate your Movinghub integration today and check the box in the tenancy application form for tenants to opt-in to this service.

Learn more via the Property Tree Knowledge Base.

Juwai.com has launched a new service in partnership with Australian proptech startup Archistar, offering Chinese buyers the option of analysing the floor plans of potential acquisitions for Feng Shui.

According to Archistar Founder and CEO, Ben Coorey, the service facilitates simple steps anyone can take to better their home, such as improving ventilation and positioning beds in a way that aids sleep.

Juwai.com CEO Carrie Law said bad Feng Shui could ruin a sale for Chinese buyers and good Feng Shui could bring a premium price.

“Just because it originated in a simpler time doesn’t mean it

Tara Bradbury: Back in the game BDM Academy Director and Elite Agent regular contributor Tara Bradbury has officially announced her return to property management.

According to Ms Bradbury, the decision to come back into the industry isn’t one she took lightly, or quickly, but something she had been contemplating over the past 12 to 18 months.

“There’s a host of reasons why I have made this decision, but the word that best describes it is ‘opportunity’.

“Property management is in the best space it has been in since I started in 2002,” she said.

Ms Bradbury credits her husband Shane for her still holding an active licence in Queensland and says the time had come to add the next stage of her journey, running her own PM business in Hervey Bay. To read more: elite.ag/ activeagents.

can’t help people protect their homes from the bad energy that might be caused by busy traffic, modern building infrastructure, and the contemporary building code,” Ms Law concluded.

To read more: elite.ag/ archistar.

BETTER HOMES AUSTRALIA APPOINTS NEW CEO Better Homes and Gardens Australia has appointed Michelle Delaney to the position of CEO. Combined Services – the parent company of Century 21 and Better Homes and Gardens Real Estate in Australia – said Ms Delaney will be instrumental in the roll-out of the 15 offices the company plans to open from May through to July.

Ms Delaney said she was excited to accept the appointment.

“When I first heard that Better Homes were opening in Australia, I attended their Brisbane launch and from that moment onward I knew I wanted to be part of this most unique and highly-respected brand.”

To read more: elite.ag/bhausceo. eliteagent.com 11

30 MINUTES WITH…

TIME TO LISTEN “The purpose of forums like Queenstown is for us to listen, not to tell,” Andrew makes clear.

“We want to share as much as we can about our future plans but, quite genuinely, we value enormously the opportunity to have three days away with 30 or so of the leading industry figures to better understand the challenges and opportunities for the industry, and for those insights to shape our products and services.

“We want to be in partnership with the industry, and that requires a lot more listening than it does us talking.”

Andrew says that heading into the forum, he was acutely aware the real estate climate was unlike any seen before.

Prices have come off significantly in many markets over the past year, listings are down in most areas, the fallout from the Royal Commission continues, there was uncertainty over the federal election and a bunch of holidays were held in April.

“Coming into New Zealand, the thing we heard from customers was that this is a pivotal moment for the industry,” Andrew says.

“There’s a uniquely challenging environment for agents and agencies to operate in today that we probably haven’t seen for half a generation.

“It’s forcing people to think differently about the way they operate their office. It’s

30 MINUTES WITH ANDREW RECHTMAN THERE’S NO DOUBT the real estate industry is going

through a period of rapid change. In April 2019, REA Group hosted the Industry Leadership Forum in New Zealand to find out what the significant issues are for agents and agencies. Here, Executive General Manager of Residential Andrew Rechtman reveals what the take home messages were and what can be done about them.

A

new frontier is fast approaching, and conquering its unique challenges is something to be done with a united, not a divided, approach.

That’s the message from REA Group Executive General Manager of Residential Andrew Rechtman following the Industry Leadership Forum in New Zealand in April.

With realestate.com.au hosting the forum,

12 ELITE AGENT • JULY 2019

it was the ideal opportunity for the group to hear from 30 real estate leaders about the big picture issues impacting the industry and the property market.

Think topics such as real estate disruptors, advocating for the industry, changing the way auction results are recorded, the impact of Gen Z, and more support in the property management sector.

“We want to be in partnership with the industry, and that requires a lot more listening than it does us talking.” forcing people to think differently about how they market properties and market themselves.

“So that was a very difficult time, in some ways, to get together because the market is so tight.”

A NEW NORMAL The upside was the chance to examine what the future could and will look like, along with how the business will approach what might well be the “new normal” for our industry.

For REA Group specifically, there were several “game changers” to take home and strengthen, including advocating for the industry and assisting in preparing agents and agencies for a future operating model

“There’s a uniquely challenging environment for agents and agencies to operate in today that we probably haven’t seen for half a generation.” that will need to evolve.

Real estate disruptors are already here, and while Purplebricks is now out, Andrew says other disruptors will continue to come into the industry, in a bid to take market share away from the traditional real estate agency model.

But Andrew says REA is strongly committed to working with the current industry ecosystem to make it the best it can be. High quality of service and exceptional levels of customer support are the best defence against disruption.

“This is so that we are robustly prepared to defend against those disruptors,” he says.

INDUSTRY ADVOCATES Supporting the industry and growing and changing with it is important to REA Group.

“One (game changer) would be our role in advocating for the industry, particularly in reinforcing the need for property owners to use a quality agent to represent the sale or lease of their property,” Andrew says.

“Our business is built on the collaboration we have with high-quality agents, and we take very seriously the responsibility and opportunity we have to communicate the value of agents.”

Another opportunity is to communicate the value of participation in the property market more broadly to consumers and to push the site’s more than six million users every month, as well as through REA’s close partnership with News Corp.

“I think we walked away thinking that’s a real responsibility we have to take on,” Andrew says.

In terms of tactical changes, Andrew says one main message was that the traditional way of reporting auction results didn’t accurately reflect that some properties sell before the auction and some sell soon after.

This potentially minimises the value of an auction campaign in the eyes of the public.

“A lot of what I came away with was how we could do things differently to better represent, better support and better influence the future of the industry given that we’re going through this pivotal changing time,” he says.

GENERATION Z Social researcher Claire Madden also got attendees talking and thinking with her presentation on Generation Z and the consumer of the future.

In real estate, buyers, sellers and renters of the future will be Gen Z, as will the agents, property managers and their teams.

Andrew says that while current generations are traditionally motivated by money or status, Gen Z is increasingly driven by purpose and a reason for being.

This likely means success will look less and less like the hero agent writing $1 million, in favour of the team that supports and works with them.

“In the future, the way we communicate with our customers and with our teams is going to be very different,” Andrew says.

“We talked a lot in Queenstown about Gen Z’s challenge in face-to-face communication, but our challenge is being able to talk to them through the technology tools that matter.

“How many of us are familiar with Snapchat and our ability to communicate via that medium?”

TOOLS OF THE TRADE Andrew tips that tools such as WhatsApp are soon going to be equally as important as text, and that messaging overall may be preferred to voice communication, or

services, those products will be relevant, and that reinforces the importance of them in our portfolio,” he says.

BETTER SUPPORTING PROPERTY MANAGEMENT Another area of opportunity to come from the forum included REA Group bettersupporting property management.

With about 30 per cent of investment properties in Australia still self-managed, there are plenty of opportunities for property managers to meet that market.

“We talked at length about how we can do a better job of advertising the capability of a real estate agency to manage properties,” Andrew says.

“And we’re about to launch a new agency profile in the next couple of months that should highlight that.

“In addition to that there’s a lot more we can do to improve the application and approval process as a tenant goes through that first step in engaging with a property.

“We want to make continued improvements to 1Form, and we’ve recently added a tenant verification tool which takes work away from the property manager and is a great experience.

“There’s still more to do to make 1Form cutting edge technology, something that helps with the application process. Not just the tenant side, but something that

“The changing nature of how we communicate with our teams, with our customers and what those teams and customers’ expectations are, is going to shape the future of the industry.” even talking in person, for many types of interactions.

“The changing nature of how we communicate with our teams, with our customers and what those teams and customers’ expectations are, is going to shape the future of the industry,” he says.

This is likely to dramatically change the way we work and raises questions about whether the traditional office setup will survive.

Andrew says the forum drove home that the products REA Group had already released, including Agent Elevate, Agent Match and the soon-to-be-launched Agent Reach, were on the right track.

“We still feel like those, in the future world where consumers are going to be looking to digital tools for finding the right provider of

makes it easier for property managers to go through the selection and approval process.”

MORE THAN ONE VOICE While the forum tapped into the minds of a broad cross-section of industry leaders, Andrew appreciates there may be other ideas out there that should be brought to light.

So, if you’re sitting here reading this article and have an idea that you’d like to discuss, then the door is open to constructive conversation.

“We are here to listen every day,” he says.

“There’s a whole team of account managers that are ready to support our customers.”

Stay up to date with news from the agent marketing centre at agent.realestate.com. au. n

eliteagent.com 13

30 MINUTES WITH…

30 MINUTES WITH DIAKRIT’S DICK KARLSSON BUYER ENGAGEMENT begins long before a potential

purchaser sets foot in a home. Digital expert and DIAKRIT co-founder, Dick Karlsson, explains how the buyer journey is evolving, why vendor expectation is rising and what real estate agents looking to meet both in the middle should be offering to deliver an exceptional experience.

Their medium of choice is just as likely to be Facebook, Instagram, REA and Domain as it is to be a real estate agent’s website when it comes to finding a new home.

As a result, a broad digital footprint is imperative, Mr Karlsson explains. But it’s what a prospective buyer finds when they get there that can bridge the gap between window shopping and the emotional investment required to inspect and buy a home.

“The years of agents keeping something up their sleeve when it comes to information about a property are dead,” Mr Karlsson says.

“Photos and scanned floor plans are no longer enough. Today’s buyer is time-poor and comparing the real estate experience with everything else they do online.

“They’re expecting to have all the information at their fingertips, whether that’s 2am or 2pm. They want accurate and complete insight into a property, to envisage themselves within it, and once they know it ticks all the boxes, an inspection is the next step.”

THE EXPECTANT VENDOR

W

e’ve heard it time and again, content is king of the digital realm. But in real estate, it’s not just any content that counts.

In a slowing market, the buyer is in the driver’s seat, and they’re more educated, timepoor and expectant of service than at any time in the industry’s history.

“It’s no secret in the last 12 to 18 months, the real estate market in Australia has changed,” notes DIAKRIT Managing Director and cofounder Dick Karlsson.

“Buyers are seeking more impetus to attend open houses, and the agents that accommodate their needs are better positioned to attain a sale.”

Mr Karlsson’s company specialises in interactive experiences and immersive listing presentations, helping the buyer see potential in any home. Their services include 2D floor plans, furnished 3D floor plans, professional photography, virtual walk-throughs, virtual furnishings and virtual renovations.

DIAKRIT entered the Australian market in 2016 and, in addition to securing some of the biggest names in the local real estate industry, the company has more than 2000 customers worldwide.

14 ELITE AGENT • JULY 2019

From this unique international perspective, Mr Karlsson notes now is the time Australian companies should be securing their digital defences by offering a unique content experience that DIAKRIT co-founder, Dick Karlsson. meets buyer and the vendor needs in a market undergoing a rapid shift.

“Both agents and agency directors have been caught by surprise that buyers are not coming to opens in the droves they once were,” Mr Karlsson reflects.

“We’ve been seeing that internationally in markets like the US and Europe for the past 3½ years, but in Australia, agents are only really beginning to take stock of what that means.”

THE EDUCATED BUYER In a digitally savvy age, prospective buyers are searching, perusing, virtually shopping and seeking to experience real estate in entirely new ways.

As agents feel the pressure to engage with prospective buyers, there’s also a mounting expectation from the vendors they serve.

A slowing market means agents are now more accountable for their marketing practices and the point of difference they offer their clientele.

An agency’s online presence is often the first port of call when vendors consider the representative they will engage, and they’re looking for unique, standout marketing strategies that will differentiate their property from the crowd.

Meanwhile, contrary to years gone by, a vendor’s interest in what a sales representative will offer no longer ends when they appoint an agent.

“More and more vendors are asking for transparency in the marketing process,” Mr Karlsson says.

“They’re looking to see who has engaged with their property at what level. They’re seeking agents who can find prospective buyers in new and innovative ways, and then they want measurements and proof about how they’re doing it.”

A CASE IN POINT Last year Barfoot & Thompson in New Zealand engaged DIAKRIT. With 1,700 sales agents in Auckland alone, the company is the nation’s largest privately-owned real estate agency and claims responsibility for selling one in three Auckland properties.

DIAKRIT’s interactive tools were integrated across mobile and desktop website applications, and then comprehensively measured to see the outcome and gauge response from the market.

Mr Karlsson says the results speak for themselves.

The research concluded: • Listing views doubled, thereby doubling website traffic.

• Potential buyers spent three times longer on a listing.

• Agents received twice the number of phone and email inquiries.

“What prospective buyers found engaging were interactive floor plans and full interactive solutions,” Mr Karlsson says.

“This offered them the information they needed to call or email an agent, and when they did, they were a smoking hot lead. In a subdued market, that is the currency agents are looking for.”

THE STRESS FACTOR Real estate offers a remarkable dichotomy.

Buying a home might be the largest and most stress-laden financial commitment people make in their lifetime, but research

“They want accurate and complete insight into a property, to envisage themselves within it, and once they know it ticks all the boxes, an inspection is the next step.” has previously indicated a buyer spends less than an hour in a property before committing to a purchase.

Mr Karlsson notes a lifelike digital experience of that property can help alleviate those fears.

“The stress of purchasing is tremendous, particularly when it comes to auctions,” he explains.

“A good agent has everything online so the buyer can seek reassurance. The buyer might use that information to show the property to their parents or their children. They might spend hours imagining themselves living there, allocating bedrooms or redesigning living spaces. All these digital experiences help relieve that stress.”

THE WORLD THROUGH THE BUYER’S EYES Mr Karlsson notes the buyer is now at the centre of the real estate journey, and the agents who have this front of mind will not only survive in a subdued market but position themselves to thrive in the years to come.

“Agents need to be asking themselves: ‘what would I need in the customer experience of buying a home?’ I don’t think a lot of agents have previously focused on that experience. Those who start catering to that buyer, by offering them the information and experience they need, will come out stronger in the years ahead.” n

You can learn more about DIAKRIT and the real estate services they offer at diakrit.com.

BUSINESS IS HARD. DON’T DO IT ALONE. [ that’s where we come in ]

ACCOUNTING | TAX | LEGAL | BROKING | COACHING | BOOKKEEPING SUPERANNUATION | STRATEGY | ESTATE PLANNING | SUCCESSION [07] 3193 3000

info@businessdepot.com.au

businessdepot.com.au/realestate eliteagent.com 15

FIRST PERSON

JOSH PHEGAN

Why workflow works wonders You’ve all heard the saying ‘many hands make light work’, and it’s true.

Josh Phegan examines how this adage can help those in real estate tap into underserved customers to build business.

I

want you to imagine this one person, sitting in the room, at every meeting you have, listening intently and watching your every action. They are the customer, and they can’t believe how poorly the industry is serving them. There’s a massive upgrade required to thrive in this business, and it starts with workflow.

Workflow matters, and it’s the answer to some of our biggest industry challenges. I’m not interested in the small, selfserving stuff; I’m talking about significant structural reform, that if we get it right it means we future-proof our businesses, have customers that demand to pay more and play to the strengths we don’t even see we have.

It’s called the four-dimensional customer – the buyer, the tenant, the landlord and the seller. Too often there are walls between our departments, where we are obsessed by the portion of the work we’re paid to do, rather than the overall experience we provide to the customer.

One customer served well leads

you to your next customer. In your business you already have a subscription model for revenue – it’s called property management.

It’s consistent, produces amazing income, and looks after one of the most valuable customers – the recurring customer – the landlord.

Here are the challenges the landlord faces: • Growing their portfolio.

• Knowing what to do with their portfolio to ensure it performs (asset maximisation).

• Knowing what equity they have across their portfolio, including their principal place of residence, so they know when to buy next.

• The regular life events in their personal life that force them to sell and buy a new principal

Workflow matters, and it’s the answer to some of our biggest industry challenges. place of residence.

The current thinking is not to let the sales team near the landlords as they’ll try to sell the investment properties, which will reduce the size of the portfolio.

Financially reward the salesperson for property management leads, but don’t reward the property management team for sales leads. In fact, don’t discuss workflow at all and completely underserve the customer.

Let’s take what we’ve always done and the way we currently serve the customer. What would happen if there was a better, new and exciting way to help the customer and produce tangible value for all involved?

You can do that. Hold a

16 ELITE AGENT • JULY 2019

MARKETS PAGE 16

PAGE 36

PREMIERE ISSUE

SMSF INVESTORS PAGE 42

TRUTH PAGE 26

A DOT COM? PAGE 24

PLAN PAGE 18

KEYBOARD WARRIOR

THE WAY OF THE FUTURE?

BUSINESS ON TRACK

READER SURVEY:

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PAYIN REVENUE SP – THE PR AND CO

SUZIE Kate HAMILTONFLANAGAN PLAYING T0 WIN

Strickland

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A GAME OF DRONES PAGE 36

SELLING PROPERTY TO SMSF INVESTORS PAGE 42

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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

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#10 APR/MAY 2016 AU$13.50

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with Stuart Benson

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#06 JUL/AUG 2015 AU$9.95 + POSTAGE

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#03 JAN/FEB 2015 AU$9.95 + POSTAGE

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• WIN ONE OF SIX PLATINUM AREC16 TICKETS SEE PAGE 2 FOR DETAIL

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