THE BUCK STOPS WITH THE BOSS PAGE 22
GROW LIKE A STARTUP PAGE 36
The Rubinstein THE FIRE Group INSIDE
EXPECT THE UNEXPECTED PAGE 68
LEARN FROM THE BEST SPRING 2020
Extend your brand and service with connectnow
ďƒ‹
We take care of your clients. You take home the rewards. Connectnow makes moving easier for your clients by sorting their home moving needs quickly and easily.
Contact us today to find out more. Call 1300 554 323 Visit connectnow.com.au Email partnersupport@connectnow.com.au
We deliver value... To your business
and your clients
Peace of mind
Free
We make it easy for you.
We provide a free* home moving service for your clients.
Quality service
Easy
We provide quality service to you and your clients.
We can sort your clients’ essential home moving needs in one phone call.
Rewards
Choice
We offer achievable rewards and value plus additional marketing campaigns.
We work with a range of leading service providers so your clients can choose what’s best for them.
*While our services are free to your clients, standard provider connection fees and charges may apply. Water connection services only available in Victoria.
Don't reinvent the wheel‌ New tech Better Cheaper Faster Connected
Efficient
Learn from the best and put your own spin on it
Daily real estate news Marketing consulting
DEAL OR NO DEAL PAGE 42
THE SOCIAL MEDIA 48 SWITCH PAGE
BEST LEARN FROM THE
Bespoke training FUTURE INSURING THE62 PAGE
TRANSFORM 2020 PAGE 7
Elite Agent community
THE ULTIMATE HUMAN UPGRADE
+
BIG VS BOUTIQUE
REAL ESTATE WITH E
SOCIAL MEDIA PURPOS AS A SERVICE
THE Suzann Y YALTah LO Toop CT FE CREATIV EF ITY AND INNOVATION
BEN COLLIER
Flip magaz RISIN G TOine for CHALLENG THE OF RAPID CHANE GE
Street MBA study tours
IF THESE COULD TALKWALLS PAGE 56
LEARN FROM THE BEST
WINTER 2020
MARKETING TRENDS FOR 2020
NEW BANKS ON BLOCK PAGE THE 48
Podcasts with industry thought leaders
your expert guide
to Prop20
THE LEADERSHIP WORKOUT
5 WAYS TO BOOST THE CLIENT EXPERIENCE
KYLIE WALSH / JON SNEAD / GEOFF LUCAS / EVIEW GROU PLUM PROPERTY P OWEN WILSON / DIRECT CONN / BROCK FISHER ECT / GOWER BUCHANAN
'Done for you' PR
Promoted content
CPD programs (where approved)
More than a magazine ELITEAGENT.COM/SUBSCRIBE
▶ ON THE COVER 046 THE FIRE INSIDE The Rubinstein Group
▶ ELITE AGENT 006 EDITOR’S LETTER Samantha McLean 008 READER PROFILE Alex Pearson 010 THE WATER COOLER Catch up on what you’ve missed 112 URBAN OBSESSIONS Spring selling game changers
▶ 30 MINUTES WITH 016 JASON PELLEGRINO Domain Group CEO 018 VAL BROWN REA Group Chief Consumer Product Officer
SPRING 2020
46
CONTENTS 58
▶ FIRST PERSON 020 THE POWER OF CERTAINTY Claudio Encina 022 THE BUCK STOPS WITH THE BOSS Mark McLeod 024 TURNING LOCKDOWN LESSONS INTO PRODUCTIVITY HACKS Leanne Pilkington 026 KNOWLEDGE IS POWER Caroline Bolderston 028 POSITIVITY ALWAYS WINS Nigel O’Neil 030 FROM TROUBLESOME TO TRAILBLAZING Tiffany Bowtell 032 DON’T LET CHANGE BREED FEAR Will Ainsworth 034 RAMPING UP REGIONAL SERVICE Mark Nunn
▶ REGULARS 036 ANTON BABKOV Grow like a startup 038 HANNAH GILL Communication conquers crisis 040 TREVOR BRAGG Automation made easy 042 JET XAVIER Perception is not always reality
102
044 JOHN KNIGHT Leading the revolution
+
▶ TRANSFORM 2020 WRAP 056 EXTREME OPPORTUNITY Our Transform 2020 Top 12
Industry magazines for Real Estate Agents and Property M
058 PASSION AND PRIDE Transform 2020 winner Laura Shooter
Issue 35 SPRING 2020 eliteagent.com
060 HYPER-LOCAL CONTENT TO BUILD YOUR DIGITAL FOOTPRINT Jason Spencer
SAMANTHA MCLEAN Managing Editor samantha@eliteagent.com
061 THE SCIENCE OF SOCIAL SELLING Lisa Novak 062 MORE THAN JUST ‘WINGING IT’ Grace Hooper 063 THE LEARNER MENTALITY If you could redo day one in real estate, what would you do differently? 068 EXPECT THE UNEXPECTED How might COVID-19 unexpectedly impact the real estate industry?
▶ S ALES, MARKETING AND BEST PRACTICE 074 THE PERSONAL TOUCH – AT SCALE Bill Shields
MARK EDWARDS Publisher mark@eliteagent.com
KYLIE DULHUNTY Deputy Editor editor@eliteagent.com
RENEE REID Marketing/Executive Assistant renee@eliteagent.com
EDITORIAL TEAM Cassandra Charlesworth Kylie Dulhunty Nathan Jolly
MARC NORRIS Art Director, Designer
076 TAKE IT OR LEAVE IT Pancho Mehrotra 080 MAKING THE RIGHT CRM SWITCH Travis Williams 082 NO FINISH LINE IN SIGHT Cassandra Charlesworth 084 5 SIMPLE STEPS TO MASTER GREAT SERVICE Jaquie Scammell 086 HOW TO TURN A $35,000 MARKETING BUDGET INTO $300,000 ListReady 088 POWERS OF PERSUASION Michelle Bowden
▶ PROPERTY MANAGEMENT 090 READER PROFILE Claire Weggery 092 WEATHERING THE STORM Fiona Blayney 094 CHANGE FOR THE BETTER Hayley Baxter 096 STARTING A RENT ROLL THE RIGHT WAY Ellen Bathgate 098 WHAT WE’VE LEARNT Nick Brown 100 PANDEMIC SHEDS LIGHT ON LANDLORD INSURANCE MYTHS Sharon Fox-Slater 102 ‘XCEEDING’ EXPECTATIONS Cassandra Charlesworth
▶ LEADERSHIP 104 EMOTIONAL RESCUE Chris Hanley OAM 108 THE POWER OF PARTNERSHIPS Direct Connect
BUSINESS MAGAZINE OF THE YEAR WINNER 2016 | FINALIST 2017 BUSINESS EDITOR OF THE YEAR WINNER 2015, 2018 | FINALIST 2016, 2017 BUSINESS MAGAZINE COVER OF THE YEAR FINALIST 2018 MAGAZINE LAUNCH ISSUE OF THE YEAR FINALIST 2019
BASS Publications Pty Ltd
(a subsidiary of A Bit of This Publishing Pty Ltd) ACN 169 805 921 Postal Address: Suite 904, 121 Walker Street North Sydney NSW 2060 Telephone +61 2 8854 6123 Registered by Australia Post/Print Post 100020180 EDITORIAL SUBMISSIONS The publisher welcomes editorial submissions from individuals and organisations within the real estate profession. DISCLAIMER Some opinions expressed in Elite Agent are not necessarily those of its staff or contributors. Those opinions are reproduced with no guarantee of accuracy although Elite Agent endeavours to ensure those opinions and comments are factual.
PRIVACY Please visit eliteagent.com/privacy for details on how we collect and use your personal information.
SAFETY Elite Agent maintains a coronavirus (COVID-19) company policy that documents the measures we are actively taking to mitigate the spread of COVID-19. This policy may change from time to time with relaxation or restriction of current governmental guidelines. © Elite Agent 2020. All rights reserved. Reproduction in whole or in part without express permission from the publisher is prohibited.
110 6 STEPS TO MAKING GREAT DECISIONS Shane Kempton eliteagent.com 5
EDITOR’S LETTER
A
AUSSIE NICOLE KIDMAN won an Academy Award back in 2003 for her role as Virginia Woolf in The Hours. I remember the ceremony well; I was living in Malaysia, my daughter Amy had just turned one, and I was bouncing her on my knee in front of the TV. It was a strange year, the entire ceremony had been in doubt due to the George Bush-led invasion of Iraq three days earlier. Many actors who were slated to present that year, including Cate Blanchett, Jim Carrey and Will Smith, declined their roles at the last minute – citing safety concerns and respect for military families. But the show had to go on because there was no way to reschedule the Kodak Theatre on a Sunday in the foreseeable future, and moving to a different venue would have
Y REVIVING INDUSTR 36 WELLNESS PAGE
WINNING BIG PAGE 14
WHAT’S YOUR 56 WORKFLOW? PAGE
M THE BEST LEARN FRO 2017 #18 AUG- SEP
ow Getting to kn
IN GAVIN RUBINSTE G REVIEW NT MARKETINW-F ACTOR H HART’S AGEWIN DOW WO G SPECIAL JOS TERING // THE SPRING SELLIN LUT DEC OF JOY KONDO: THE
6 ELITE AGENT • SPRING 2020
been too expensive. What the Academy did, however, was cut the red carpet stuff short, took down the bleachers on Hollywood Boulevard, and the TV coverage flicked backwards and forwards between the Oscars and Iraq. And of course, Hollywood wore black to mark the occasion. I felt bad for Nicole because she was a shoo-in that year for Best Actress and would be the first Australian to win the accolade. (And she should have won for Moulin Rouge the year before – but let's not go there!) I’m going to get back to Nicole in a moment. But first, a little back story. After finally publishing the Winter issue of the magazine,
I went back and re-read my Editor’s note and thought to myself, ‘wow, that feels dark’. But a global pandemic had happened and writing that note, I guess, was my way of reminding myself not just to ‘get busy living’ but to 'get busy’, period. I also discovered something about myself during that month. I’m actually at my best when my back is against a wall, and I wondered why it took me a pandemic to think more creatively about life and business than I had for quite some time. And since then we've worked harder than ever. This reminded me of someone who had said the same thing to me about a year prior, “When my back’s
I wondered why it took me a pandemic to think more creatively about life and business than I had for quite some time.
against a wall is when I am at my best…” So I sent him a text message asking him how he was going. He said, “It’s been very hard, unusual in some ways, but still getting it done. You?” I said something about getting it done too, but feeling like a turtle trying to cut a swathe through a pool of peanut butter. He replies, “Dig deeper. We will weather the storm.” You've probably guessed my exchange was with Gavin Rubinstein. So once the initial lockdown restrictions were lifted, we agreed to catch up for a podcast, and you’ll hear how The Rubinstein Group (TRG) dealt with the pandemic in an episode of Elevate we recorded that day1. As Gavin was leaving our office, strange as it was not to be shaking hands or doing the usual air-kissing, he turned to our reception area, which proudly carries a bunch of our covers lit up in A3 VitrineMedia screens. Looking at his image, he remarked, “I look so young.” Me: So much has happened since then, right? Also me: Time to do another one, this time with the team? So again, we waited until restrictions lifted enough to get the team together and hired Daniel Sommer to take some amazing photographs (he is also responsible for my new mug shot, for which I am super grateful).
All up, Mark and I spent nearly two days – in and out of the TRG offices, talking to all team members (including the newbies) and created an amazing moment in time, which you’ll see in this magazine. However, as I write this, this very moment in time has seen things change yet again. Never in history have there been more harsh restrictions
There are the good times, and there are times we need to dig deeper. in this country (yes, our move to Qld is delayed again too). As was the case with the Winter issue, I wondered again – as I always do – about the message we are putting out there. Just as I am sure the Academy wondered when they decided to press ahead with the 2003 Oscars. So back to Nicole – who had just hit the stage to receive her Best Actress award, with a world at war, in a time of great uncertainty. In her acceptance speech, she said, “Why do you come to the Academy Awards when the world is in such turmoil?” “Because art is important. “Because you believe in what you do and you want to honour that.” So it seems times still change rather rapidly, with a second wave of COVID-19 in Victoria and more worry in NSW.
This time we became quite determined to honour the art we produced when things were looking up. Gavin says, “People see the flash, but they don’t see the fire.” In this instance he is talking about what some people think they know of him. You’ll read the story on page 46 and see there is plenty of fire and a burning desire to succeed which runs through the whole team. He has travelled a long way since the cover story we published in September, 2017. Since then, Gavin has created one of the strongest, most cohesive cultures I’ve ever encountered, and it is truly inspirational. This is the biggest magazine we’ve done in a while, and it is a testament to the hard work and long hours our team has put in
over the past few months in challenging conditions. And wherever you happen to be right now, there is truly something here for everyone – whether you need inspiration, help, reassurance or suggestions. I’m sure the ebbs and flows of the pandemic will continue – probably well into the next year or two, but this issue is a reminder to me that Spring always follows Winter. Just like light follows dark and sunshine follows rain. There are the good times, and there are times we need to dig deeper. I hope things are looking up for everyone when next we speak.
SAMANTHA MCLEAN MANAGING EDITOR samantha@eliteagent.com 1. Listen in at elite.ag/gavin-rubinstein
eliteagent.com 7
reader profile
WORK HARD, STAY HUMBLE
When your first job is as a bricklayer’s labourer during a harsh Australian summer, you're not scared of a little hard work. That's just one of Barry Plant sales and marketing executive Alex Pearson's secrets to success, with the other being staying grounded. What was your first job? Fresh out of ‘school’ I worked as a bricklayer’s labourer in the summer and spent my winters playing cricket in the UK. Working on the shovel all day certainly wasn’t enjoyable at the time, but it definitely helped me develop the work ethic needed to survive in real estate. As for cricket in the UK, that was the easiest I’ll ever have it. Did you choose real estate or did real estate choose you? I always had an interest in real estate. However, like most teenagers, I didn't think too much about my long-term career prospects. My mother suggested it while I was living in the UK and, as we all know, mums know best. What type of business do you focus on? My main focus is on residential sales and auctioneering. I want to build up as much profile as possible in the areas I focus on. Longterm, I would like to take on more responsibility from a management perspective, and also help those around me. There are some extremely
8 ELITE AGENT • SPRING 2020
strong competitors in my market and I know there is plenty to learn. Fortunately, being 24, time is on my side. Most memorable sale? My most memorable sale was my second sale. The home went to auction and I could
barely speak due to feeling so nervous. That day, the real estate gods were on side and everything fell into place. The home sold for $142,500 above the vendor's reserve price. The feeling driving back to the office afterwards is something I will never forget. What's the most important part of your day? I love to get up early to do some exercise outdoors. I notice that I can perform at a much higher level and feel more energised when I tick that box first thing in the morning. Where would you like to be this time next year? I want to be in a management position within the office. It
The home went to auction and I could barely speak due to feeling so nervous.
would be great to assist with the development of those around me, as well as focus on my personal growth. I should have also moved into my first home by then, which has been a big goal of mine. If you could change one thing in the industry, what would it be? I would change the way a lot of people view the industry when first coming into it. I often see people (especially my generation) who tend to think of themselves as being some kind of rockstar. The reality is, that if you manage to do well, we are just well-paid telemarketers and mediators. What's the best piece of advice you've been given? The best piece of real estate advice I have been given is, “you have two ears and one mouth, use them in proportion.” Asking the right questions and using silence to your advantage is what I feel will determine a good agent from the average Joe. n RENEE REID
THE WATER COOLER
R
Our e-newsletter #THEBRIEF brings the latest real estate news, tech and marketing tips straight to your inbox. Here are some things you should know. Subscribe to #THEBRIEF eliteagent.com/subscribe.
HOMELY SECURES THE BLOCK AUCTIONEER DAMIEN COOLEY AS A BRAND AMBASSADOR Real estate portal, homely.com.au, has secured two-time REINSW Award for Excellence in Auctioneering recipient, Damien Cooley, as their first official brand ambassador. “As such a well-recognised and respected identity in the real estate industry, Damien is the perfect choice for Homely’s first brand ambassador,” Homely’s co-founder, Jason Spencer says. “We’re proud to align our brand with Damien’s renowned auctioneering skills and business acumen, and his highly regarded auction business, auction house and training events.” “The platform is a total game-changer,” Damien says. “Homely has proven there is a massive demand for competition and disruption in the Australian property portal space, with hundreds of top real estate principals already on board with their agent participation model.”
Console launches new sales trust in Console Cloud Brisbane-based software firm Console announced the launch of Console Sales, the latest product to join the Console Cloud ecosystem. Console Sales is a sales-based trust accounting system that enables all business revenue to be managed and correctly accounted for in Console Cloud. Features include the ability to manage vendor paid advertising, track solicitors and other contacts, plus provides users with rich trust accounting functionality to journal invoices and other financial items correctly. Console Sales is being touted as an inexpensive alternative to a dedicated sales CRM, especially for Console Cloud customers that don’t use their CRM all that deeply. The sales trust accounting add-on goes live and will be available to all Console Cloud users in August 2020.
10 ELITE AGENT • SPRING 2020
NEW AUSTRALIAN HOMES WILL SOON BE REQUIRED TO MEET GREEN STAR STATUS Double-glazed windows, air filtration systems and LED lighting are some of the elements new Australian homes will have to feature to achieve ‘Green Star certification’. A draft of the Green Star Homes Standard has been released, as part of the Green Building Council of Australia’s Future Homes Strategy. “The standard is being developed collaboratively with rigorous consultation and input from industry, consumers, builders, banks, investors and insurers to ensure it is fit for purpose,” GBCA Chief Executive Officer, Davina Rooney, says. “To achieve Green Star certification, as a minimum, homes will need double-glazed windows and doors, air filtration and LED lighting, good access to daylight in living areas and bedrooms, sufficient renewable energy generation to support the home’s operations and no fossil fuel use.”
Although the standard is still in draft form, many residential developers, including Mirvac, Metricon, Stockland, and Rawson Homes have committed to piloting the program.
Over 1,200 Rex users took a deep dive into their CRM with 8 free training sessions in April.
2007-06-RL
What they discovered about their real estate CRM and automation software was unexpected—in a good way. Missing your WOW moment? It’s waiting to be discovered at rexsoftware.com
THE WATER COOLER
R
Our e-newsletter #THEBRIEF brings the latest real estate news, tech and marketing tips straight to your inbox. Here are some things you should know. Subscribe to #THEBRIEF eliteagent.com/subscribe.
BUILD-TO-RENT INCENTIVES ‘A SHOT IN THE ARM’ The Property Council of Australia has spoken out in favour of the NSW Government’s new measures to help boost the growth of the ‘build-to-rent’ sector. “The incentives will help to attract institutional investment into new housing, giving the one-third of Australian households who rent their home more choice, certainty and better amenity,” the council’s Chief Executive, Ken Morrison, says.
“Build-to-rent improves the resident experience, can offer longer-term tenure, provides professional lease and facility management, while adding to the spectrum of rental housing options.” Ken says the announcement is “a very welcome shot in the arm for new housing construction” amidst the COVID-19 pandemic. “Build-to-rent has flourished overseas and it’s great to see the NSW Government taking the steps necessary to support the growth of the sector locally by providing a clearer pathway for investors and removing tax disincentives which have held back the sector’s potential,” he says.
Aussie tenants to share solar power in worldfirst trial
Key-free locks are the new real estate must-have A start-up in Los Angeles is finding their hands-free lock offering is suddenly a hot commodity. Openpath has raised $36 million in funding, as offices across the world
rush to implement touchfree technology. The system allows customers and workers to open doors with Bluetooth and Wi-Fi, and can be linked to G-Suite and Office 365 to schedule worker permissions and automatic locking times. The company recently launched a new feature to allow people to use their hand, mobile phone or an action to unlock doors. It
12 ELITE AGENT • SPRING 2020
has already been installed in more than 10,000 US offices. “We’ve seen inbound leads and pipeline grow, and our resellers are sending out more proposals than ever,” Chief Executive Officer Alex Kazerani says. “We can definitely see a spike in web traffic as well for COVID-19 related searches for our technology.”
The Salvation Army is involved in a revolutionary trial where excess power from rooftop solar panels will be shared and traded amongst numerous tenants living in the same building. Melbourne based start-up Allume Energy developed the SolShare platform, which allows power from one single panel to be metered out to different residents. Previously, such projects have stalled due to the difficulty in tracking usage between multiple residencies. Green Peak Energy is financing the $1.04 million pilot project, with an extra $220,000 from the Australian Renewable Energy Agency. It will see panel systems installed across 10 Salvation Army buildings. The SolShare platform will distribute and track power usage by each tenant, through a series of individual meters. The trial will take place in Glenorchy, Tasmania.
Agent Ratings and Reviews Set yourself apart from the competition
Over a million prospective vendors visit realestate.com.au each month1. Build trust with these prospective vendors and set yourself apart from the competition with authentic reviews from buyers and sellers. You can now view, reply to and share your realestate.com.au reviews to Facebook and Instagram, via Ignite.
find out more at agent.realestate.com.au
Nielsen Consumer & Media View National Online Database: Survey 02, 2020
1
THE WATER COOLER
R
Our e-newsletter #THEBRIEF brings the latest real estate news, tech and marketing tips straight to your inbox. Here are some things you should know. Subscribe to #THEBRIEF eliteagent.com/subscribe.
Strong hands steady the ship Joel Davoren took up the role of Managing Director at RE/MAX Australia at the start of July. He says transitioning into the role has meant adapting quickly and a shift in thinking, but with change an everpresent factor in everyone’s lives at the moment, he has taken it in his stride. “The feeling of change right now is incredibly palpable; you can almost cut it with a knife,” Joel says. “The hardest changes to understand and adjust to are those that are completely unexpected and out of our control. “Like a global pandemic.” Facing COVID-19 and its implications has required major change in all aspects of people’s lives, and this can be an intense, sometimes traumatic, experience. “When we are living week to week, not necessarily knowing what is going to happen, it is important that we can rely on some of our anchors and processes in life to help us feel more in charge of our days, rather than the alternative,” Joel says. When the reality of change hits, people need time to adjust. They need information, need to understand what is happening, and how to get help. Joel knew, though, that time was of the essence for
14 ELITE AGENT • SPRING 2020
the network and real estate consumers. “I saw that the RE/MAX leadership team had to move quickly, which meant facing the fact that we couldn’t let striving for perfection get in our way,” he says. “We had to be more present with our client than we had ever been before. “We had to keep the network calm and informed.” Joel says it was a critical stage for communication and
it was vital they stood in front of their clients. “Our communication needed to be frequent, without overwhelming people in our network, so we delivered in meaningful chunks and made sure that they knew where to go for more information if they needed it,” he says. “We made sure we were able and available to answer any questions that came up. “We took action to provide fast and clear communication and support and pre-empt the issues our people might experience; and in doing so, we reached a turning point for individuals in our network and in our business.”
Joel says in March and April the team was in crisis mode, facing change, but now it has moved to a management phase. When Joel slipped into the driver’s seat, COVID-19 was still unfolding and he saw the urgency and called a Sunday meeting of RE/MAX Australia directors. “I just knew that this was a pivotal point in time, and it was an incredibly important meeting,” he recalls. “We were spread across two countries, and it took each of us away from our families, but I knew it was critical, that we had to pull it together now to stay ahead of the unfolding crisis and the change it was bringing.” Joel says it may also have been a pivotal moment for the leadership change. “I think that was partly when MD (Michael Davoren) decided ‘these guys have it under control’,” he says. Joel believes there is a framework for being a capable leader and it encompasses research, study, skill development and change. It’s something that is constantly evolving and growing. “I’m excited about the opportunity, regardless of the challenges that its timing presents,” Joel says. “I think it will be a great test, not only for me but my co-directors, Chris Chapman and Josh Davoren, and I know we are up to the task. “I don’t think I am a great managing director – but I think that I will become one, with the support of the team.” n
Let's keep it simple and focus on you Helping you be the best you can be
• We focus on your needs and customise a program to suit you
• Online, distance
and in-house training options available
CPD APPROV PROVIDE ED COMPUL R FOR SO TOPICS I RY N NSW
• Entry level,
Certificate IV, Diploma
Ph: 1300 115 144 myrealestatetraining.com.au RTO #41529
30 MINUTES WITH…
FOCUS AND DISCIPLINE 30 MINUTES WITH JASON PELLEGRINO A LONG TENURE at
Google taught Domain CEO Jason Pellegrino valuable lessons on how to get comfortable with ambiguity and constant change. He’s now applying those lessons to the traditional classifieds environment where he tells Samantha McLean that “bigger is not always better.”
J
ason Pellegrino has seen a lot of businesses transform in his career so far. And with a CV full of experience in a number of blue chip companies, he’s seen plenty of ‘behemoths’ of the corporate world struggle to keep up in a world where rapid change will continue to be the norm. And he says there is a reason that some businesses do well, while other companies falter. “The biggest anchor to future success is being beholden to past success,” he says. “And so, to be successful you really need to forget the past and think about what good looks like going forward.”
A NEW APPROACH FOR DOMAIN
With this strategic thinking, Domain, traditionally a classifieds business, is forging ahead in a new direction, with a clear focus on solutions that deliver agents qualified buyers and genuine leads on potential vendors.
16 ELITE AGENT • SPRING 2020
Jason says there is a desire for Domain to be part of innovative change rather than fighting against it. “This transition to a marketplace is stepping away from selling ads to delivering solutions,” Jason says. “A large part of that solution is going to be helping agents and vendors find willing buyers.”
QUALITY OVER QUANTITY
In a world that is traditionally driven by audience numbers, Jason says moving forward bigger is not always better. As part of its focus on solving problems and providing solutions for agents, Domain recently acquired RealTime Agent, a digital point of sale platform that saves agents spending precious time filing paperwork. Agents don’t want to waste time on administration, but prefer to zero in on the tasks that generate them the best results. “If you think about where agents add value, it’s through relationship support,” Jason says. “It’s through holding people’s hands through one of the most complex,
But it was his time at Google, as a member of the Asia Pacific Leadership Team and responsible for its sales and operations across Australia and New Zealand, where he learned to get comfortable with ambiguity and change. “There’s a concept called ‘Googliness’,” he says. “Googliness was always one of those things that was difficult to explain, but it’s about more than just ‘fit’. “It’s the ability to be comfortable with ambiguity and change. “You came out of that business being deeply comfortable with change. “And not only comfortable with change, but expecting change and I think that is a great set of characteristics in the current environment because change is only accelerating.” In 2020, Jason says the real estate industry has experienced “rolling waves” of change. He says it is an “extraordinarily resilient and adaptive industry” as even during a global pandemic, agents have convinced more than 70 per cent of typical vendors to sell their property.
“Speed is about how fast you can go. And velocity is about how fast you can go, but in the right direction.” emotionally-charged processes that they will ever experience in their life.” Jason says RealTime Agent founders Angus Ferguson and Daniel Portelli built a solution that dug into the nitty-gritty and detailed workflow of what agents needed. “They took hours out of every transaction that an agent would spend on low value and admin tasks,” he says. “They’re providing platforms to automate, not replace agents, but to actually act as assistants to allow them to do the right things and spend their time where they add more value.”
GETTING COMFORTABLE WITH CHANGE
Jason’s understanding of the need to provide value through solving problems for clients started straight out of high school when he scored a job as a media IT specialist at KPMG. In the time he worked there, Jason learnt to better understand business, people and relationships with stakeholders.
THE HUMAN FACTOR
At Domain, when COVID-19 hit, Jason says it was immediately clear that the company had to work hard and fast to offer support to the industry. “Profits are made in good times, reputations are made in bad times,” he says. “We, very early, put our hands up and said this was a time for us to step forward and support the industry, our partners and stakeholders.” They took action on an industry support package that recognised cash flow challenges and introduced Project Zipline, a voluntary staff program which aimed to circumvent the need for redundancies or stand-downs for Domain employees in the event of market uncertainties. “We went to our employees and said ‘through this program we will offer you the option of moving to a four-day week, but we’ll also present an option to stay at five days and for that fifth day, instead of paying a cash salary, we’ll issue share
“Change is now the norm. It’s accelerating, and one thing I keep going back to is that you need to make sure past success is not an anchor for future success.” rights that represents that and those shares will be payable at a period in the future’,” Jason says. More than 90 per cent of staff opted in and there was no reduction in staff numbers. “We called it Project Zipline because it was really about zipping across the top of that ravine and making sure that we had as many people as possible and as many capabilities and as much capacity as possible at the other side of that ravine,” Jason says.
SPEED VS VELOCITY
Although change is now the norm and it’s accelerating, Jason’s advice is to still be incredibly disciplined about what you are going to focus your time on, and what you’re not. “I spent a lot of time early on, in my time at Domain, talking to teams about the difference between speed and velocity. “And that sounds strange because they are the same concepts but fundamentally different. “Speed is about how fast you can go. “And velocity is about how fast you can go, but in the right direction.” He reasons that speed gets you nowhere, and in fact, the bigger the business becomes, speed becomes an anchor because you’ve got multiple teams moving fast in different directions where nothing good happens. “When everyone involved is aligned you’re able to accelerate really, really fast.” Going forward, Jason’s advice to other businesses is to go back to the future. “Change is now the norm. It’s accelerating, and one thing I keep going back to is that you need to make sure past success is not an anchor for future success.” n SAMANTHA MCLEAN Jason Pellegrino will be featuring on an upcoming episode of the Elevate podcast. Visit eliteagent.com/elevate to listen.
eliteagent.com 17
30 MINUTES WITH…
SUPPORTING THE RENTAL MARKET 18 ELITE AGENT • SPRING 2020
30 MINUTES WITH VAL BROWN WHILE AUSTRALIA has traditionally been
a nation of homeowners, more people now rent than own a home outright. REA Group’s Chief Consumer Product Officer, Val Brown, explains the group's rent strategy and reveals new plans to support the country's growing rental market.
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:
FIND OUT MORE ON PAGE 31
LEARN FROM THE BEST #01 JUL/AUG 2015 AU$9.95 + POSTAGE
LEARN FROM THE BEST #06 JUL/AUG 2015 AU$9.95 + POSTAGE
#10 APR/MAY 2016 AU$13.50
4 RULES FOR BUILDING A WORLD CLASS REFERRAL NETWORK
THE GIFT OF LISTENING and the power of presence
PREPARING FOR SPRING SELLING SEASON
IT TAKES TWO
Michael Clarke & Cherie Humel
with Stuart Benson
INSTAGRAM Every picture tells a story
TACTICAL LISTING WITH JOSH PHEGAN PAGE 26
FIVE TACTICS TO ACHIEVE AND MAINTAIN ZERO ARREARS
LEARN FROM THE BEST
ANTICIPATE IS THE NEW EXCEED PAGE 28
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
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
How to get what you’re worth
THE GREAT INSPECTION ROUNDUP PAGE 62
#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
VICTORIA’S TOP GUN
Mark Di Giulio
HOW TO STAND OUT ON THE GLOBAL STAGE PAGE 20
THREE QUESTIONS TO IMPROVE PERFORMANCE
How to get more productive… Fast!
SERVING A NICHE MARKET PAGE 50
#05 MAY/JUN 2015 AU$9.95 + POSTAGE
INDUSTRY REPORT PERCEPTIONS OF REAL ESTATE
LEARN FROM THE BEST
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
Charles Tarbey Antony Catalano John McGrath Maria and Manos Findikakis
BEST NEW TALENT
Roxanne Paterson
#05 APR/MAY 2016 AU$13.50
3 TECH TRENDS THAT WILL IMPROVE YOUR BUSINESS
ACCOUNTING FOR SUCCESS
CAMERON GARRY
BEST OF BOTH WORLDS An exclusive outsourcing case study with Miles Real Estate
7 FUNDAMENTAL REALITIES OF CUSTOMER SERVICE THE ART OF PERSONAL COMMUNICATION
MAKING INSPECTIONS EASY
SAFETY TIPS FOR PMs
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
WHAT REALLY WORKS FOR SUCCESSFUL PM MARKETERS
LEARN FROM THE BEST #07 OCT/NOV 2015 AU$9.95 + POSTAGE
#03 DEC/JAN 2016 AU$13.50
Red Bull racing champ Matt Hall talks mindset
NO SALES AWARDS
GET READY FOR
2020
The agency that puts client satisfaction first
STRONGER THAN STEEL
CONNECTING EMPLOYEES IN THE CLOUD
Clinton Knop
Virtual reality agents
LEARN FROM THE BEST
SLIDIN DOOR
#08 DEC/JAN 2016 AU$13.50
2016: READY, SET, GOAL!
LEARN FROM THE BEST
AUSTRALIA’S TOP GUN
EQUITY: TO SHARE OR NOT TO SHARE
AREC15
IMPLEMENTING NEW TECHNOLOGY AS A TEAM
WHO’S BEHIND THAT DOOR? HITTING A HOMERUN PAGE 16
FEATURE INTERVIEW NAOMI SIMSON SPEAKS ON PRODUCTIVITY AND LEADERSHIP LEARN FROM THE BEST
LAURA LEVISOHN
5 STEPS TO DESIGNING THE IDEAL WEEK
Get noticed for the right reasons
SOCIAL MEDIA REPORT CARD PAGE 14
FRONT DESK TO BUSINESS OWNER
LESSONS LEARNT IN REALLY BIG BUSINESS
THE SCIENCE BEHIND FIRST IMPRESSIONS
FEE NEGOTIATION
THE MATHEMATICS OF PROPERTY MANAGEMENT WITH BOB WALTERS
LEARN FROM THE BEST
THE EXTRA 1%
THE FOUR PILLARS OF PERSONAL BRANDING
ANTHONY CARDINALE
EXTREME PROPERTY MANAGEMENT
HOW THE APRA CHANGES MAY BE AFFECTING YOUR LANDLORDS
OVERCOMING OWNER OBJECTIONS
READER SURVEY:
Find out more on page 47
SALES STAFF PAY PACKETS
WHY 3D REAL ESTATE LISTINGS WILL BE THE NEW NORM
What’s working?
BARRY PLANT
From Bell Ringer to Master Auctioneer
30 BUSINESS BOOSTING IDEAS FOR
2016 12 WAYS TO IMPROVE YOUR MARKETING
HAVE YOUR SAY IN OUR
DO YOU HAVE EXIT STRATEG
LEARN FROM THE BEST #04 FEB/MAR 2016 AU$13.50
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
TO CONTINUE READING THIS PUBLICATION AND OTHER BACK ISSUES VISIT ELITEAGENT.COM EXPANDING TO NEW MARKETS PAGE 16
A GAME OF DRONES PAGE 36
SELLING PROPERTY TO SMSF INVESTORS PAGE 42
PREMIERE ISSUE
• HOW ARE THE TRANSFORM SUPER SIX GOING? FOR UPDATES AND COACHING TIPS SEE PAGE 16
MOMENTS OF TRUTH PAGE 26
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
LEARN FROM THE BEST #01 JUL/AUG 2015 AU$9.95 + POSTAGE
LEARN FROM THE BEST
#10 APR/MAY 2016 AU$13.50
4 RULES FOR BUILDING A WORLD CLASS REFERRAL NETWORK
THE GIFT OF LISTENING and the power of presence
PREPARING FOR SPRING SELLING SEASON
IT TAKES TWO
Michael Clarke & Cherie Humel
with Stuart Benson
INSTAGRAM Every picture tells a story
TACTICAL LISTING WITH JOSH PHEGAN PAGE 26
FIVE TACTICS TO ACHIEVE AND MAINTAIN ZERO ARREARS
LEARN FROM THE BEST
#06 JUL/AUG 2015 AU$9.95 + POSTAGE
ANTICIPATE IS THE NEW EXCEED PAGE 28
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
THRIVING IN A TOUGH LEASING MARKET
BEYOND BUSINESS DEVELOPMENT
HANNAH GILL
EXCLUSIVE INTERVIEW WITH RENT.COM.AU CEO MARK WOSCHNAK
A GUIDE TO THE ULTIMATE BRAINSTORM
How to get what you’re worth
THE GREAT INSPECTION ROUNDUP PAGE 62
#03 JAN/FEB 2015 AU$9.95 + POSTAGE
2015 ARE YOU
HOW TO STAND OUT ON THE GLOBAL STAGE PAGE 20
Mark Di Giulio
LEARN FROM THE BEST #05 MAY/JUN 2015 AU$9.95 + POSTAGE
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
INSIDE: INDUSTRY LEADERS
Charles Tarbey Antony Catalano John McGrath Maria and Manos Findikakis
BEST NEW TALENT
Roxanne Paterson
#05 APR/MAY 2016 AU$13.50
3 TECH TRENDS THAT WILL IMPROVE YOUR BUSINESS
ACCOUNTING FOR SUCCESS
CAMERON GARRY
BEST OF BOTH WORLDS An exclusive outsourcing case study with Miles Real Estate
7 FUNDAMENTAL REALITIES OF CUSTOMER SERVICE THE ART OF PERSONAL COMMUNICATION
FRONT DESK TO BUSINESS OWNER
LESSONS LEARNT IN REALLY BIG BUSINESS
VICTORIA’S TOP GUN
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
FEATURE INTERVIEW NAOMI SIMSON SPEAKS ON PRODUCTIVITY AND LEADERSHIP
INDUSTRY REPORT PERCEPTIONS OF REAL ESTATE
#02 OCT/NOV 2015 AU$9.95 + POSTAGE
The resolutions you need to make this year
Get noticed for the right reasons
SOCIAL MEDIA REPORT CARD PAGE 14
LEARN FROM THE BEST
READY?
THE SCIENCE BEHIND FIRST IMPRESSIONS
FEE NEGOTIATION
THE MATHEMATICS OF PROPERTY MANAGEMENT WITH BOB WALTERS
LEARN FROM THE BEST
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
• WIN ONE OF SIX PLATINUM AREC16 TICKETS SEE PAGE 2 FOR DETAIL
MARKETING SPECIAL
WHAT REALLY WORKS FOR SUCCESSFUL PM MARKETERS
LEARN FROM THE BEST #07 OCT/NOV 2015 AU$9.95 + POSTAGE
LEARN FROM THE BEST
AUSTRALIA’S TOP GUN
#03 DEC/JAN 2016 AU$13.50
Red Bull racing champ Matt Hall talks mindset
GET READY FOR
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
READER SURVEY:
THE FOUR PILLARS OF PERSONAL BRANDING EXTREME PROPERTY MANAGEMENT OVERCOMING OWNER OBJECTIONS
LEARN FROM THE BEST
THE EXTRA 1%
ANTHONY CARDINALE
HOW THE APRA CHANGES MAY BE AFFECTING YOUR LANDLORDS
LEARN FROM THE BEST
#08 DEC/JAN 2016 AU$13.50
2016: READY, SET, GOAL! WHY 3D REAL ESTATE LISTINGS WILL BE THE NEW NORM 30 BUSINESS BOOSTING IDEAS FOR
2016 12 WAYS TO IMPROVE YOUR MARKETING
#09 FEB/MAR 2016 AU$13.50
SALES STAFF PAY PACKETS
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