SUMMER EDITION 2013
Around The Traps
Advantages of Website Banner Advertising Page 07
Membership Services A Practical Guide To Social Media Marketing For Real Estate Page 09
Get your office mobile in 2013! Follow us for daily industry news & updates
FTB SUMMER Edition 2013 Index
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03
The Chairman’s View - Dale Whittaker
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In the Pipeline - David Crombie
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Compliance Matters - Geoff Hunter
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Around The Traps - Damien McDonald
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Membership Services - Ross Graham
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Technology Review - Don Harb
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EAC Classifieds - Damien McDonald
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Forms and Administration News - Maureen Faapito
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Guest Feature - John F Sercombe
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Staff Profile - Damien McDonald
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Member Profile - Damien McDonald
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Welcome New Members
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EAC Contact List
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EAC & realestateworld.com.au Account Managers
FTB SUMMER Edition 2013
The Chairman’s View 2013 The Crystal Ball…
By Dale Whittaker, EAC Chairman
From discussions with agents all over the state it appears that in many areas listings are quite tight and as a result the volume of sales is also down at the moment. I am certainly hopeful, as I am sure you are, that this situation will be relatively short lived. I believe that the root cause of this situation comes from two sources: 1.
2.
continuing lack of consumer confidence. This is out A of trend at the moment, interest rates are down at historical levels, people have been paying down debt and building equity and the global situation while not fantastic is certainly much more stable than this time last year. All of these factors would normally increase consumer confidence and get people spending again but up until now it has remained stubbornly negative. The announcement of a federal election on September 14th with such a long and no doubt bitter and negative campaign by both sides is certainly not going to help consumer sentiment. T he removal of the first home buyers grant for existing properties from October 1st 2012 has certainly affected this important driver at the bottom of the market. The flow on effect of fewer first home buyers getting into the market and allowing sellers to move up the chain and upgrade is certainly evident. The government may need to rethink this policy area sooner rather than later. I am sure their intention to stimulate new development was well meaning but I am not sure the average first home buyer can always afford or even want to get into a brand new property that may be located away from where they want to live, in an established area, close to family, facilities and alike.
On a positive note auction clearance rates are higher than the same time last year and the shortage of stock is likely to have a positive impact on prices for those who do decide to sell. The shortage of property should also deliver a continued strong rental market with vacancy rates remaining at very low level and rents continuing to increase. The new year will also see the continued march forward with technology, particularly in the area of mobile devices. Recent statistics show a dramatic increase in the use of mobiles to search for property and to meet this trend EAC has produced an excellent product to suit both iPhone and Android mobile devices. If you have not already spoken to EAC about this product, I highly recommend you get on board and service this rapidly expanding source of enquiry. 2013 also sees the likely introduction of National Licensing, an area of great concern for many.
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As I have stated previously EAC has had a “seat at the table” in discussions with NSW government and access to the committee making recommendations to the federal government. I am also pleased to announce that EAC as a result of ongoing discussions with the Real Estate Institute of Australia (REIA) has decided to take up Affiliate Membership of the REIA. This relationship will provide us with the ability to further participate in ongoing policy discussions and greater access to the decision makers to ensure that the interests of EAC Members and the real estate industry within NSW are protected. The introduction of national licencing has been put back several times already and with an election now announced, who knows how hard the government will push on this front but you can be assured EAC will be putting practising agents’ concerns forward at every opportunity and keeping you informed as soon as developments occur.
In the Pipeline
What’s Happening at EAC By David Crombie, EAC Chief Executive Officer
With the amount of real estate searches now taking place on mobile devices, a mobile friendly version of your website needs to form part of your online marketing strategy. Welcome to 2013 and to the first edition of From the Boardroom for the year. With the move to our new offices behind us, we are back into getting on with business and many of the changes that we implemented as part of the move are already delivering results in the way of reduced operating costs. We are constantly looking at ways we can do things better to improve our services without having to increase our subscription fees and prices. One of the biggest changes the Industry may face this year is in regard to National Licencing, as yet there have been no further developments in this regard since we made our submission. EAC continues to consult with government and other industry bodies to try and ensure that interests of Members and the Industry are protected. To view the submissions made by the various industry bodies, franchise groups and real estate practioners visit http://nola.gov.au/consultation-regulationimpact-statement-submissions-2012/. On the 14th December 2012, the Property, Stock and Business Agents Amendment (Professional Indemnity Insurance) Regulation 2012 was published. This long anticipated legislation requires that all licensees must be insured under a policy of Professional Indemnity Insurance in respect to the licensee or the licensee’s employer. This new regulation commenced on 1 January 2013 but will not take effect until 1 July 2013 in order to provide sufficient time for licensees to obtain suitable coverage. To obtain a quote or to check your current level of coverage contact EAC’s preferred insurance advisors, OAMPS Insurance Brokers on (02) 42268700 and don’t forget to mention that you are an EAC Member. There have been several developments in regard to realestateworld.com.au. All of the listings on realestateworld. com.au are now being uploaded to odusee.com.au and we will soon be doing the same with realestate1.com.au in a content sharing arrangement which will see listings from this site uploaded to realestateworld.com.au as well.
We have also now released our Agent Mobile web sites for Members. With the amount of real estate searches now taking place on mobile devices, a mobile friendly version of your website needs to form part of your online marketing strategy. On the Red Square front, there have been several enhancements including updates to Red Square Mobile. One of the latest editions to Red Square is NSW Telephone Data, the phone data is checked against the ADMA Do Not Call Register and is updated every 30 days. For those Members on a package the telephone data is available at no additional cost. One of the biggest developments we have been working on in regard to Red Square is the new Listing Management feature. This feature is now undergoing final testing and will be released to a select number of Agents in February for feedback. In October I attended and presented at the International Year of Co-operative’s Conference. It was an interesting conference on several fronts. It is surprising just how many large Australian businesses, and I am talking some with billion dollar turnover, operate under a Co-operative structure. Co-operatives are distinguished from other forms of organisation by their democratic structure and the fact that capital is used to service the common needs of the members, rather than to provide individual benefit. As a result of some of the ideas I picked up at the conference this year I will be working with the Board to develop new ways to make Membership more beneficial to Members as the marketplace and industry continue to change. Over the coming months we will be conducting some surveys and focus groups to get a better understanding of Members’ needs but if you have any feedback in the meantime feel free to call me. All the best in the coming year.
We have also now released a mobile friendly version of the site that consumers will be directed to. Work continues on the development of a new realestateworld.com.au site and we are working towards a release date in the next couple of months. In December we had two bumper editions of the realestateworld.com.au publication with the Illawarra achieving 100 pages and the Far North Coast and Mid North Coast being not too far behind with 92 pages. While the focus these days is on the online world, Members continue to obtain very cost effective print advertising though the support of what is their publication.
FTB SUMMER Edition 2013
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Compliance Matters By Geoff Hunter, Industry Liaison and Compliance Advisor New Rules for Boarding Houses from 1 January 2013 Agents will be well aware that boarding houses are exempt premises in so far as the Residential Tenancies Act 2010 and Regulation are concerned. Currently in NSW the only boarding houses that are required to be licensed are those that accommodate two or more people with a disability, all others are unlicensed but are required to comply with standard public health, local government and sundry legislation. The Boarding Houses Act 2012 commenced on 1 January 2013 and will be progressively implemented during this year. All boarding houses are required to be registered by 30 June 2013, proprietors can obtain the form from the Office of Fair Trading website, www.fairtrading.nsw.gov.au. NSW Fair Trading will host the register but enforcement of requirements rests with local councils. The legislation provides specific occupancy rights which include the following: • • • • • • • • • •
l ive in premises that are reasonably clean, in a reasonable state of repair, and reasonably secure know the rules of the boarding house before moving in quiet enjoyment of the premises 4 weeks’ written notice of an increase in the occupancy fee be notified before signing an agreement if there will be a charge for utilities be charged for any utility according to the cost of providing it plus usage by the resident know why an occupancy may be terminated and how much notice will be given before termination be given reasonable written notice of eviction be given written receipts for any money paid to the proprietor have any security deposit limited to 2 weeks’ occupancy fee, and repaid within 14 days of the end of the occupancy, less certain allowable deductions.
Residents will be able to enforce these rights at the Consumer, Trader and Tenancy Tribunal. These occupancy laws will start in mid 2013. A comprehensive fact sheet has been published and can be obtained at: www.fairtrading.nsw.gov.au/Tenants_and_home_owners/ Boarding_houses.html
Professional Indemnity Insurance Reminder Mandatory Professional Indemnity Insurance for license holders commenced on 1 January 2013. Those who do not currently have insurance cover have until 30 June 2013 to obtain cover in the following terms: • not less than $1m for any one claim and • not less than $3m in the aggregate for all claims made during the insurance period
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For those license holders who are employed, salaried or commission only basis, you are most likely covered by your employers policy, but you should discuss the arrangement with the insurance provider to confirm this fact. It is recognized that there are a considerable number of license holders who work under different arrangements with an agency and for those who are not “genuine employees” but may be “in conjunction” or “in association” etc, you should obtain advice from the agency broker for certainty. Should you have any questions, please call Geoff Hunter, Agency Support on 1300 137 161.
Swimming Pools – A Timely Reminder for Property Managers and Sales Personnel EAC members were previously advised of the recent amendments to the Swimming Pools Act 1992 passed by the NSW Parliament on 23 October 2012. Whilst the majority of the changes have a staged implementation over the next 12 months, the critical first step of registration MUST take place by 23 April 2013. Those agents who currently manage properties with pools, both in-ground and above- ground and spa pools, should immediately advise their clients that registration is mandatory by 23 April 2013. The definition of “swimming pool” includes in-ground, aboveground, and spa pools, BUT NOT spa baths situated within a bathroom. Registration forms are available from your local council. Sales staff should also advise their vendors to ensure registration occurs and discuss this with the solicitor/conveyancer who is preparing the contract for sale.
Warning for all Agencies Fair Trading Minister Anthony Roberts recently announced a crack down on a number of compliance issues. At the top of the list were false representation to both vendors and purchasers as to the estimating selling price for property and the failure by agents to keep proper sales files and records of the substantiation process. Operation Poseidon is also investigating agents for under quoting, improperly accessing trust accounts and deceptive conduct. Fair Trading Officers are also undertaking covert operations in attending property auctions. During 2012, 59 agents were disqualified for various noncompliance issues. Any questions on compliance and agency practice, call Geoff Hunter on 1300 137 161.
Around The Traps
Advantages of Website Banner Advertising By Damien McDonald, EAC Sales & Marketing Manager
You want your name to be out as many places as possible, with intention, impact, and a reputation for reliability. This is where website banner ads can become a very strategic tool. Many businesses adopt passive web strategies – building a website and assuming that customers will automatically find it – but a strategically placed banner ad is a very cost effective and aggressive method of building brand awareness, which results in driving customers to your site. One of the most important aspects of marketing is branding. You want your name to be out as many places as possible, with intention, impact, and a reputation for reliability. This is where website banner ads can become a very strategic tool. By using a similar look and feel for your web banners that you use for your other business related materials, you can utilise these ads to reinforce the image of your company to prospective customers. Even if the prospect doesn’t click on your banner ad, they are still exposed to your company logo and company image. When a consumer is visiting any website that has banner ads, even though they are focusing on website content, they are also subconsciously taking in the banner ads around that content. It’s very similar to how commercial jingles get stuck in your head. Although a consumer might not remember when or where they saw the ad, when they go to research or purchase a service or product, they will recall the name and logo of the company that they saw on the banner ad. Banners ads are powerful marketing tools for branding your business with online display ads now overtaken search term ads as the top online ad referral. Facebook revenue, for example, is mostly based on banner ads. By advertising with banner ads, you will definitely gain a competitive advantage over less forward-thinking competitors.
Strategically Expose Your Website or Company Brand Right Where You Want It EAC can strategically place your company banner ads on realestateworld.com.au website pages that are in line with the geographic footprint of your business. For example, your office is located in Thirroul; we can place your banner to also appear in searches that incorporate Austinmer, Woonona and Bulli. Basically, you will gain exposure from your location suburb as well as the surrounding suburbs to ensure consumer exposure in the areas you would more than likely do business in.
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Easily Measure the Results of Your Campaign When we host your banner ads on realestateworld.com.au, you will also receive an advertiser monthly report, which provides you with statistics so that you can track unique click-throughs and analyse how effective your campaign is. By tracking banner advertisement performance, you can review and determine which ad placements direct the most customers to your website, and fine tune your offers and ad placements to improve your conversion rate.
Budget for a 3 Month Campaign Many real estate sites will offer banner packages with separate charges for concept, creation, production and hosting that in most cases put this form of advertising out of reach of your average office. The team at realestateworld.com.au will work with you on all of these aspects and provide your office with a complete 3 banner, 3 suburbs, 3 month campaign for only $330 including GST. Contact us on 1300 137 161 or info@realestateworld.com.au to secure your banner positions or just to find out more. realestateworld.com.au Co-operative Ltd.
is
a
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of
Estate
Agents
Industry Leading Electronic Real Estate Forms EAC eForms are simple to use and in some cases half the length and half the cost of other existing real estate forms on the market. What do you get? Access to the best quality, cost effective and comprehensive pay per form online real estate sales and property management agreements and forms in the market! All 100% legally backed by the Estate Agents Co-operative for your peace of mind. FREE professional support on all forms related queries or issues. *Average price per form or agreement is thirty cents per impression
How much does it cost? From $59 per year plus form usage charged to your monthly account – No minimum use, No contracts and No hidden extras!
How do I order? Simply call 1300 137 161 to order your EAC eForms today!
SERVICING REAL ESTATE PROFESSIONALS FOR OVER
50 years
Established 1960
www.eac.com.au
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membership@eac.com.au
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1300 137 161
Membership Services A Practical Guide To Social Media Marketing For Real Estate By Ross Graham, Membership Sales & Operation Manager
It all sounds very exciting, reaching 10 million Facebook users with just one free entry on a website, but as we have discovered it’s just not that easy. Was it ever that easy or did we just misunderstand what was being said? Social Media Marketing (SMM) certainly holds enormous potential to reach customers but it is not a silver bullet for all our marketing and it certainly does not happen all by itself! Firstly, it is important to understand how it works and then establish some realistic objectives. Let’s begin with what it is in marketing terms that apply to the average real estate office. For the most part, it is an “awareness” tool that can be used to reach lots of people and it provides the opportunity to promote your office. It is true there are promotional techniques available that can be used to sell a property but the values involved in a real estate purchase make those promotional tricks inappropriate and ineffective. However, when it comes to “positioning” (the way people think about you), social media is extremely effective. There is plenty of evidence to back up claims that social media is a powerful marketing tool. The objective of your SMM should be to gain so much exposure that when potential vendors finally decide to sell, your office is the first to come to mind because:
2. R eally, if you don’t enjoy it, then find a staff member who does, because it takes some work. It’s a good idea to have one person responsible for gathering content and posting it on each of your social media sites and aim for daily entries. 3. G et involved with the local community. Sponsorships are a great vehicle to raise your office profile and they help the local community too. 4. S tart an e-newsletter including sales data and listings etc. Send it to all your clients with links to your social media sites. EAC’s Communicate lets you create great e-newsletters in as little as five minutes. 5. A void filling your social media with listings. Remember it is social media and if you are going to post a listing, do it in a personal way.
1. They see you on their Facebook page;
6. Have fun with it.
2. They like the “just sold” data you have been sending them;
Social Media Marketing may be relatively new but traditional marketing disciplines still apply. Just like any medium such as TV, radio or print there are some key questions to be considered before committing time and money to a campaign.
3. T hey like the football jumpers you have given the local team that their son plays in. Simply put, they know you! That is why it is called Social Media. So your objectives should be long term and you must be able to identify business opportunities that have arrived via social media. Don’t expect vendors and buyers to be knocking down your door in the first week: but, to quote from a famous 80’s movie, “build it and they will come.” This leads me to how to do it.
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1. H ave EAC’s Web Services set up your social media presence. It may sound simple enough but you will maximise the results when you put the experts to work. They do a lot more than just set up accounts.
FTB SUMMER Edition 2013
Red Square Mapping is built with the modern real estate professional in mind. • Start any property search directly from the map • NSW statewide cadastral and aerial maps as standard • Perform multiple radius searches • Export images to reports • Heat maps option displaying sold and what’s currently on the market • Display dimensions and total area size on lots • Measure any property area with our area measurement tool • Add your office logo, for sale or sold signs to maps
CALL NOW FOR YOUR FREE 7 DAY TRIAL!
1300 137 161
EAC e-marketer PACKAGES The cost effective solution to your online presence. n ellers Join the conversatio ers and s buy Connect with
Build Your Brand Locally, Regionally and Nationally
For as little as $273 a month on a 24 month contract, your office can have access to the latest online tools to ensure maximum exposure of your brand to buyers and sellers alike.
WHAT YOU GET
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Latest in EAC Powered Premium Website packed with features including; • Home page • About us page • Staff profiles page • Contact us page • Feature Property on the homepage • Property quick search feature • Mortgage Calculator • Property email alert • Consumer Neighbourhood Report feature • 6 x online real estate forms • Automatic property upload • Website hosting • Email hosting • Search engine optimised (SEO) • Social Media enabled • Blog (mapped to your domain)
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All the Social Media Tools for connecting with buyers and sellers including; • • • • • • • • • •
Your Listings uploaded to your social media pages Facebook company page setup Linked In company page setup Twitter account setup Google + account setup Google analytics account setup Google web profile setup Google Places setup You Tube Channel setup Office Blog setup
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A realestateworld.com.au Pro package and all of your listings uploaded to your website as well as most of the major real estate listing portals including;
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Meaningful Property Newsletters you can produce in less than 5 minutes that include; • • • • • • • • • • •
Full integration with your listings Unlimited campaigns Buyer and seller lead alerts via SMS Customised branded templates Featured properties OFI’s New rentals News content provided daily Campaign management tools Social Media integration Spam compliant
If purchased individually these features would total over $6,500. Avoid a big upfront payment with our 24 month cost effective plan from $273 a month.
Contact us today about our e-marketer package on 1300 137 161.
Technology Review Mobile Warrior
By Don Harb, EAC IT Manager
Quick Response or QR codes are a perfect example of using an offline system that allows mobile warriors to quickly and easily access information from their mobile and tablet devices. When you hear “Mobile Warrior” you might associate this with business people that are always on the move, never in the office, completely mobile. Everything is done via their phone, laptop or tablet device. These words are now becoming synonymous with the everyday consumer. These are the people that do everything on their mobile from social media to dinner reservations and even finding the next house that they are going to purchase or rent. New technology is being introduced every day to allow these types of users to be able to do more and more from their mobile and tablet devices. Even in the offline world, technology is being used to allow the online world to connect. Quick Response or QR codes are a perfect example of using an offline system that allows mobile warriors to quickly and easily access information from their mobile and tablet devices. QR codes redirect a user to either a website or a specific URL on the web. So, what does this mean for your real estate office? If you use QR codes on your marketing material you need to make sure that the page you are sending the consumer to is mobile friendly. As we have all experienced at one point, there is nothing worse than trying to access a website on your phone or tablet that isn’t designed for that device. So, what should you look for when choosing a mobile website? Here are some points that should be fundamental to your mobile website decision making process. Branding – Always have your branding on your mobile site. Your mobile site is a representation of your office so make sure it has your branding easily viewable without using too much “real estate” that is available on the device that the consumer is using. Simple and easy to use – Mobile sites should be simple for the end user to navigate to the information that they require. People that are using mobile devices don’t have the patience to try and flick through a number of screens to get the information that they want. Simple does not mean dull as most people think. Communication – Make sure that it is easy for the user to be able to contact you for more information, whether that is via email on the site or other communication details. Contact Us pages are important. With this in mind EAC has developed technology to provide you with a mobile version of your website that meets all the criteria above. By leveraging technology from our realestateworld.com.au mobile
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site this service becomes a cost effective way of providing consumers with a true mobile experience. Why didn’t we create a mobile application you ask? EAC believes that by providing a website rather than application we eliminate a number of factors that hinder the use and creation of mobile sites. Applications are not cross platform i.e. if you want your application to work on Apple’s iOS, Google’s Android or Windows Mobile then you would need to create an application for each of these operating systems. You would then need to maintain each of these separately, potentially increasing ongoing costs. Applications need to be installed from the appropriate store such as Apple iTunes, Google play, etc. This removes one of the fundamental rules outlined earlier of keeping it easy to use. Don’t misunderstand me, applications on mobile devices are very powerful tools but can be costly to create and maintain due to some of these factors. By developing a mobile website instead for your office, EAC is able to minimise the upfront and ongoing costs while providing your office with a professional mobile site that is quick and easy to use. Give EAC’s Web Services team a call today on 1300 137 161 to see how we can help you build your mobile presence.
EAC Classifieds By Damien McDonald, EAC Sales & Marketing Manager
realestateworld.com.au Goes Mobile au is now With consumer real estate searches now predominantly taking place on mobiles, realestateworld.com. to browsers redirects ally automatic optimised for the latest Apple, Android and Blackberry devices. Our solution Log listings. office your of visibility consumer increase the mobile site when searching on a supported device to browser usability onto www.realestateworld.com.au on your mobile today and see for yourself the difference in y. technolog available with mobile
Mobile Office Websites a hit with EAC members
was inundated with EAC Web Services e to recent EAC requests in respons advertising broadcasts promotional bile websites to the availability of mo isting office sites. complement your ex re were over 44 At time of writing the production with in member mobile sites in excess of 4 to 5 t ou g nin ur ch the team rn how your office a day! Click here to lea the Gen Y search can take advantage of phenomenon.
Red Square NSW Telephone Data changes the way agents are marketing to their local area The recent inclusion of washe d NSW Telephone data to Red Square has seen the ability for agents to now more easily canvas their loc al area with accurate phone data for their campai gns. One of the main benefits that users have rep orted is the ability to be able to export Name, Addre ss and Contact Number details directly into their CRM systems.
rship now in place ne rt pa u .a m co e. se du O & C EA search engine Odusee.com.au,
and the major global database The listing partnership between EAC rld.com.au then your listings r office is listing with realestatewo you if , hell nuts a In ce. pla in ensure an even is now w.odusee.com.au. This venture will ww to ed oad upl ally atic om aut will also be . the realestateworld.com.au website greater exposure for supporters of
Outdoor advertising making an impact for Illawarra realestateworld.com.au Summer season outdoor advertising continues to highlight the realestateworld.com.au brand in the Illawarra, with a new series of high consumer impact bus shelter sites in late January 2013.
FTB SUMMER Edition 2013
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Forms and Administration News By Maureen Faapito, Administration and Resources Manager As announced late last year NSW Fair Trading has entered into partnership with EAC to supply the Agency agreements for the sale of residential property, Bidders Guide and New Tenant Checklist factsheets. NSW Fair Trading will cease to supply these real estate factsheets in print form.
If you print these factsheets yourself or order your forms from another supplier, make sure you compare our prices prior to ordering as we doubt you can buy them or print them at a lower cost yourself.
Changes to Open Agency Agreements
Below is our pricing for the factsheets NSW Fair Trading Factsheets
Member
Non Member
The EAC Open Agency Agreements have been updated to provide a greater level of protection to agents in regard to remuneration.
Our New Member Trade site EAC031 – Bidders Guide
Pack of 50
$12.50
$15.00
EAC032 – Agency Agreements Agency agreements for the sale of residential property
Pack of 50
$25.00
$30.00
EAC072 – New Tenant Checklist
Pack of 50
$12.50
$15.00
Forms and Stationery are now available for pick up from Southern Estates Wollongong. As with our other trade sites all orders are to be placed and paid for with head office or via the online store prior to pick up. Once your order has been processed a confirmation email and electronic receipt will be sent to you advising the order is ready for pick up.
Testimonials: I have been using the service and products of the EAC for over 25 years and have no hesitation in recommending them to any real estate person. The products are very competitively priced and their services I can highly recommend. If you’re looking for good value in all aspects of real estate EAC is well worth considering. John Contos EAC Customer - L. J. Hooker Merrylands
Tarago Real Estate was established in 2007 to fill a need for real estate services in our local area close to both Goulburn and Canberra. We are proud that in 2012 our office held 27% of the market share in our area. Although we are a small office of three sales agents and one property manager one of us is on call 7 days per week to accommodate our client’s needs & busy schedules. Soon after establishing our business as an independent real estate agency we were fortunate to have an EAC representative call in and introduce himself. In his short visit, John explained the products and services offered by EAC and I am sure before he got to his next appointment I was ringing his mobile to arrange another visit. We have been members of EAC ever since, utilising many of their services including the Red Square software which has an easy upload to all of the major web sites as well as current market data; EAC web hosting; real estate forms & countless advice from the team at the compliance seminars. We all love the diaries with relevant information in the front. This is one of many products discounted to members. Judy Alcock EAC Member – Tarago Real Estate
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Administration Have you updated your records with our new address details? It would appear as though some members and customers are still sending through mail using our old address details. Mail redirection is no longer in place. Our new office is located at: 2A/175 James Ruse Drive Rosehill NSW 2142 Our Postal Address is: P.O Box 9054 Harris Park NSW 2150 Our Telephone Number for all enquires is 1300 137 161 and our Fax Number is 1300 789 675 Upcoming Meetings The Board dates for the first quarter are: 30 January 2013 27 February 2013 27 March 2013
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Guest Feature
Is Technology Turning You Into A Lazy Agent? By John F Sercombe, Principal - Coffsproperty Estate Agents
In the past, preparing a CMA took a long time, whereas today, you can create a far more comprehensive CMA in a fraction of the time! But, is there a downside to this technology? When every agent presents the same sort of analysis, what makes you stand apart? Sure, you can change the colours, even the photos, but where is your expertise? When the technology was new, it really was a point of difference in itself, but today, everyone has the same sort of presentation. As technology achieves broader adoption, the consumer expects more. This is both an opportunity and a challenge – especially when they look up information on Google and find listings that aren’t necessarily comparable! So, how do you take advantage of the technology and at the same time differentiate yourself in the marketplace? After all, property information and stock are no longer exclusive to the agent. I would suggest to you that your own personal knowledge of the district, the marketplace around the subject property, and your personality can be every bit as important as the computer generated Comparative Market Analysis? This is old fashioned I know, but it still can give you an edge that you otherwise wouldn’t have approached!
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The actual property inspection and meeting with your seller are still the best opportunities to differentiate yourself. This can be very much harder if the vendor is at the other end of the State, but most sellers will appreciate you taking the trouble to meet with them, explain just why you’re worth hiring and how you might work together to help them sell their property or business! Don’t forget - you can even talk to them over Skype if they have a computer! The personal approach still works well and not everybody does it!
SE XY O U R LI C EN SI N G PR O G RA M IS N ’T B U T IT W IL L A RM Y O U W IT H TH E SK IL LS A N D KN O W LE D G E TO B E A H EA D O F TH E G A M E
CONTACT
Gain more customers and improve your client loyalty by utilising one of the Industry’s leading customer relationship management and marketing tools.
Marketing campaigns
Increase Sales
Reach your contacts
Grow your business
Generate more leads
Monitor leads
Keep in touch
Now fully compatible with Red Square Listing Management!
CONTACT Red Square Contact is a web based customer relationship management application that can be accessed anywhere you need it. Personalised login screens with various access levels for sales reps and administrators. Integrated calendar and diary containing your daily tasks and events. Customised reporting with the ability to share action plans, contacts and buyer matching with our multi office environment feature, make Contact a premium office tool. It’s also totally compatible with Red Square.
Contact Database • • • • •
Easily add, sync or import contacts with Google or Outlook Auto- Capture and storage of enquiries from your website Unlimited client categories (Cashed up buyers, prospective landlords, investment buyers ) Client information & tracking features Attach open home or inspection feedback against each prospective buyer to easily prepare vendor reports
Customer Relationship Management • • • • • •
Bulk printing of vendor letters Campaign Manager (monitor effectiveness of your email marketing) Classify contacts according to level of interest. Attach Action/Correspondence/Trail plans to clients Load all your letters into Contact (thank you for listing, congratulations, etc) Send SMS/Emails to all clients once off or in bulk
Communication • • • •
Generate Window Cards, Just Listed Flyers etc Send 1:1 or 1:Many (bulk) SMS and/or SMS messages to clients Match a prospective buyer against properties matching their requirements Match a listing against your list of prospective buyers
Office Administration/Financial • • • • • • • • • • •
Create login accounts for each staff member Conversion reports and tracking of staff performance Offsite backup tool Franchise/Corporate reporting Source of enquiry reports Advertising Manager Sales Trust & Bank Reconciliation Calculate agent and office commission reports Cash flow forecast reports Track advertising expenses Enhanced Duplicate checking tool for contacts
Call EAC on 1300 137 161 to find out how you can become a Contact powered agent today.
Staff Profile
Oketi Faapito - AdConstructor Client Liaison By Damien McDonald, EAC Sales & Marketing Manager Let me introduce you to the vivacious Oketi Faapito whose wit, keen sense of humour and expertise is not only an asset to her but highly valued by EAC as well. Oketi has been with EAC for just over 7 half years and has always been an integral part of the Publications - Production and Support team. Oketi’s ability to see the lighter side of things helps her to interact easily with her clients and even diffuse difficult situations. Well known in the company and among her clients for her expertise, Oketi is the go to person for users of the EAC online AdConstructor system. I recently took the opportunity to ask Oketi some questions to give you a better insight into the ‘personality behind the phone’.
What were you doing job wise before working with EAC?
What sort of hobbies or activities do you like to participate in after work hours?
Before EAC, I was working in the city for a financial services company as a personal assistant. My boss would drop in every afternoon for an hour to give me an update on his meetings and appointments and then I wouldn’t see him again until the next day! So the other 7 hours I would spend shopping at Pitt Street Mall haha, ok not really, I wish!
I like to read, at the moment I’m reading, Scandilands, biography of radio presenter Kyle Sandilands. I also enjoy painting but don’t do it as often as I would like to.
What are your usual daily AdConstructor Client Liaison?
tasks
as
I’m either designing online templates for new clients, making changes to current ones, conducting AdConstructor training sessions, creating in-house artwork or taking support calls, keeping our clients happy.
Give an example, without naming names, of an interesting situation you have had to deal with on the phone since appointed to your position. Hmm ... I’ve had many, I do remember one though that needed help with hair loss, it was a busy day, a lot of support calls, and I found myself actually looking for a tab that was associated with hair loss in AdConstructor!
What motivates you to come to work every day? Loving what I do, working with different people, and going to the vending machine in the kitchen.
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What sort of music do you listen to? I’m a sucker for old school music, Dr Hook, The Nolans, The Temptations The Bee Gees, you name it.
Where do you see yourself in 5 years? That is absolutely none of your business! Lol… just kidding. Personally, I’d like to be relaxing on the beaches of Costa Rica with my family, we’ll see about that. Workwise, in 5 years I’d like to have progressed in terms of my skills from where I am today. The technology used in this industry is always evolving and my aim is to stay up to date with the new programs on the market by continually upskilling. This in turn will allow me to deliver better services to our clients.
Member Profile
Anthony Chapman - Western Plains Real Estate By Damien McDonald, EAC Sales & Marketing Manager Each edition of From the Boardroom features a profile of an EAC Member to give you an idea of how they achieved success in their area. This edition features the versatile, multi-talented and good humoured Anthony Chapman, Auctioneer, Licensed Real Estate Agent, Business Broker, Director and Licensee in charge of Western Plains Real Estate Dubbo. Anthony has been a member of the Co-operative since 2010 and currently utilises our Platinum Membership package.
How did you first get started in the real estate industry? After nearly 17 years in the NSW Police Force I made a huge career change. I commenced work at Raine & Horne Dubbo as a sales consultant and after three years was presented an opportunity to purchase Western Plains Real Estate. On the 1st of January 2010 I commenced as a Director of Western Plains Real Estate, on the 1st of July 2010 I was joined by my business partner Lorraine Harris. Together we have continued to build our agency to be the largest independent agency in Dubbo.
Can you describe the most memorable moment of your career so far?
that they can contact a director at anytime which has enhanced our reputation within the Community. We have a great team of staff at WPRE with a good mix of personalities all of whom are local to the Dubbo area.
How do you see the Co-operative helping the real estate industry? The services that EAC offer are many and varied for the individual and agency. They have become a lobby group against the proposed changes with National Licensing.
What do you see as the main benefit of being an EAC member?
December 2011 - A complete office fit out, re brand and relocation within 3 weeks - now that was memorable.
Having people like Geoff Hunter on call for advice. His knowledge of compliance and the Act is second to none. We use EAC for a variety of services including mapping and data as well as our website design and hosting and electronic forms.
So we can get to know you better, what are your personal interests or hobbies?
Where do you see yourself and Western Plains Real Estate in 5 years?
I have coached swimming for 18 years and although taking a break from coaching I still have a huge interest in that sport. Music is another interest, I play trombone in a jazz and concert band.
We are looking forward to continued growth and a larger share of the Dubbo and surrounding area market.
Who would you rate as your biggest inspiration in your life? Dr Seuss – “You have brains in your head, you have feet in your shoes; you can steer yourself in any direction you choose”. We have this quote on our office wall.
What do you see as the secret to the success of Western Plains Real Estate? Two Directors that get along very well, one running property management and the other running sales. Our clients know
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Welcome New Members
Gloucester Real Estate Peter Markey
Quest Realty Bankstown Dean Stojanovski
JMA Property Services Blayney James Maher
Clarke National Realty Revesby Garry Clarke
Hutton Real Estate Lavington Nigel Horne
Wise Choice Real Estate Kellyville Robert Stuckey
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EAC Contact List
Estate Agents Co-operative Ltd. Phone: 1300 137 161 ABN 52 079 055 637 Fax: 1300 789 675 2A/175 James Ruse Drive Email: innovations@eac.com.au Rosehill NSW 2142 Membership Services
Email: membership@eac.com.au
realestateworld.com.au Publications
Email: publications@eac.com.au
Red Square & realestateworld.com.au Website Support
Email: redsquare@eac.com.au
Web Design & Development
Email: webservices@eac.com.au
Real Estate Forms & Stationery
Email: stationery@eac.com.au
Compliance & Practice Support
Email: practicesupport@eac.com.au
Training Services
Email: training@eac.com.au
www.eac.com.au www.realestateworld.com.au
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EAC & realestateworld.com.au Account Managers
For the information of EAC members and Subscribers we have included your EAC Account Manager’s contact details below.
MEMBERSHIP SALES Ross Graham 0427 741 956 rgraham@eac.com.au Membership Sales & Operations Manager
Pat Royce 0425 257 485 proyce@eac.com.au
Victor Baptista 0434 155 886 vbaptista@eac.com.au
Ray Chippington 0425 267 596 rchippington@eac.com.au
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MEMBERSHIP SUPPORT Phyllis Devereaux 1300 137 161 pdevereaux@eac.com.au Sales Support Officer
Joanna Bartlett 1300 137 161 jbartlett@eac.com.au Sales Administration Officer
PUBLICATION SALES Malcolm Walsh 0425 332 151 mwalsh@eac.com.au Area of Operation – Illawarra
Jon Casey 0434 155 888 jcasey@eac.com.au Area of Operation – Northern Rivers
To confirm your sales representitive please contact EAC Membership Services on 1300 137 161 or email membership@eac.com.au
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How well do you know..
Australia?
2. What is the floral em blem of NSW?
3. What is Sydney’s Harbour Bridge affectionately known as? hich NSW 4. W located?
to
awn wn is the Big Pr
5. Was Australia the 1st or 2nd country in the world to give Woman the vote?
alian Prime r st u A r e m r fo 6. What cluded in the Minister was in 54? of Records in 19 Guinness Book
7. I s Australia the bigg est or the smallest continent in the world ?
hat is Australia’s only land locked 8. W State or Territory? Answers along right hand side of page.
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Answers: 1. Opal 2. Waratah 3. The Coat hanger 4. Ballina 5. 2nd, the first was New Zealand 6. Bob Hawke for consuming 2.5 pints of beer in 11 seconds (Before he was PM) 7. Smallest. It is the biggest island 8. ACT – Our Capital.
lia’s hat is Austra 1. W tone? National Gem S
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