JOURNAL A part of the solution - REAL ESTATE REFORMS ARE HERE - REINSW
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
JOURNAL REAL ESTATE INSTITUTE OF NEW SOUTH WALES | MAY/JUN 2018 VOL 69/03
A part
of the
solution
How Alexandra
Haggarty is making
a positive difference
in people’s lives
REAL ESTATE REFORMS ARE HERE
Find out how these landmark changes will impact you
Endorsed by
INSIDE
CONTENTS
REAL ESTATE JOURNAL
The Real Estate Journal
is the official magazine
of the Real Estate Institute
of New South Wales.
UPFRONT
30-32 Wentworth Avenue
Sydney NSW 2000 5 A word from the President
(02) 9264 2343
info@reinsw.com.au 6 In brief
www.reinsw.com.au
Managing Editor PERSPECTIVES
Cath Dickinson 9 The good guys
0410 330 903
journal@reinsw.com.au
Find out how Molenaar + McNiece is making
its mark in the Illawarra.
Advertising
(02) 9264 2343
advertising@reinsw.com.au
10 A part of the solution
Learn how Alexandra Haggarty is using her
Content and editorial experience as an agent to help people escape
Wordcraft Media
0410 330 903
domestic violence.
hello@wordcraftmedia.com.au
www.wordcraftmedia.com.au 14 Community first
John Vaccaro is committed to giving back and
Art direction and design
Bird Project enjoys nothing more than seeing the community
0414 332 146 he lives and works in flourish.
info@birdproject.com
www.birdproject.com
Printing
FOCUS
CMMA Digital and Print 16 Connecting with clients
www.cmma.com.au Leading buyers’ agents share their tips for 30 Disaster averted
building strong client relationships. Being aware of the risks your agency faces
Photography is a critical part of running a successful business.
Studio Commercial
www.studiocommercial.com 18 Innovation in action
How does innovation contribute to the 32 Going viral with video
The Real Estate Journal is
professionalism of agents and the level Video isn’t the next big thing – it’s THE thing.
provided for general purposes
only. REINSW gives no warranty of service and value they offer to consumers?
and makes no representation 34 Protection against employee claims
with respect to the accuracy,
23 It’s a journey, not a destination Find out why employment practice liability
applicability, legal correctness
or completeness of any of the Michael Sheargold explains why being open insurance is a must.
contents of the Journal. To the to innovation is paramount to success.
extent permitted by law, REINSW
excludes responsibility and TRAINING AND EVENTS
liability in respect of any loss 24 National award winners on show 36 Game on! Real estate reforms are here
arising in any way (including by See all the winners from the 2018 REIA The start of reforms to real estate training
way of negligence) from reliance
on the information contained
National Awards for Excellence. are just around the corner. Here’s a summary
in the Journal. The opinions of how they’ll impact you.
expressed in the Journal are 26 Conversations can change live
those of the respective authors
and do not necessarily reflect
R U OK? shares steps to help you have a 39 Training calendar
those of REINSW. conversation with someone you’re worried about.
28 It’s time to eSign
LAST WORD
41 New members
How eSignature technology is revolutionising
the client experience. 42 In the media
Major Partners
Partners
REAL ESTATE JOURNAL / May–Jun 2018 / 3
REAL ESTATE After 10 years of committed lobbying from
REINSW, landmark real estate reforms
REFORMS have been passed and changes to CPD,
qualifications and duties are expected
ARE COMING! to start later this year.
ARE YOU REINSW partnered with NSW Fair Trading
to develop the reforms, which will see
READY? agents deliver an enhanced standard
of service.
Are you ready? We’ve got you covered
with everything you need to know about
these industry reforms.
Find out more at
reinsw.com.au/reforms
A WORD FROM THE PRESIDENT / UPFRONT
Our time is now
The real estate industry, through property taxation, is the NSW Government’s biggest revenue
generator. It’s the engine room of our economy. Yet the education levels of those serving the
industry have been left to languish – until now.
Over the last decade, REINSW has been relentless issues and recognise us as the go-to body for
in our lobbying efforts to improve education input on all things real estate.
levels for the real estate industry. But despite our At no time has this ever been more evident
repeated calls, the NSW Government failed to act. than throughout this reform journey. Without
That all changed in 2015 when the government REINSW’s consistent and focused lobbying over
finally acknowledged that it was time for more than a decade, it’s unlikely this reform
meaningful reform. package would have come about – and certainly
Throughout the reform process, REINSW it wouldn’t have been as comprehensive as it is.
worked closely with the government to ensure Having worked so closely with the government
the reform package met the needs of all throughout the reform process, REINSW is your
Without stakeholders. Passed by the NSW Parliament best and most reliable source of information about
REINSW’s in March 2018, the reforms are a massive win these industry reforms. To find out more about
for REINSW and are in keeping with our goal how the reforms will impact you and your agency,
consistent and to professionalise real estate agents. go to page 36. Members also have access to a
focused lobbying It’s no understatement to say that these range of other resources to ensure the most up-
reforms will reshape agency practice in NSW, and to-date information is at your fingertips (see box).
over more than represent a once-in-a-generation opportunity I look forward to working with all agents as we
a decade, it’s to lift practice standards and future proof our enter this new and exciting phase for our industry.
profession. They’re a win for consumers and
unlikely this agents alike, because better educated agents
reform package will be better positioned to meet consumer
expectations and deliver better outcomes.
would have I’m extremely proud of the pivotal role
come about. REINSW has played in crafting these reforms.
As the industry’s leading lobbying voice, we
have the ear of government. They see us as Leanne Pilkington
a significant force when it comes to industry REINSW President
REAL ESTATE REFORMS
Our industry. Our reforms. Our future.
WEBSITE HELPLINE ROADSHOW WEBINARS
Find all the latest Email your questions to Register your place Hear the latest details
information and updates helpline@reinsw.com.au to hear from NSW by attending our
at reinsw.com.au/reforms or call (02) 9264 2343 Fair Trading at webinar series. Go to
reinsw.com.au/roadshow reinsw.com.au/webinars
REAL ESTATE JOURNAL / May–Jun 2018 / 5
UPFRONT / IN BRIEF
NABERS EXPANDS TO
APARTMENT BUILDINGS
The new National Australian Built Environment
Rating System (NABERS) for Apartment
Buildings tool will launch in June 2018.
NABERS, which indicates the energy and
water efficiency of a building’s common areas,
has helped thousands of buildings save more
than $350 million in energy bills since 2010.
Investing in a rating gives a representation
of the environmental performance of a building’s
common areas with a simple six-star scale; three
stars is average and six stars is market leading.
The NABERS rating can help strata managing
agents, owners’ corporations, apartment
Fiery fallout from flammable cladding
owners, investors, residents and building Despite incidents around the world sounding alarm bells over the
managers understand the performance of the last decade, London’s Grenfell Tower disaster has kicked Australian
building and identify potential improvements. authorities into action on flammable cladding.
To find out more, go to nabers.gov.au With the scale of the potential risk still to be fully assessed, the
NSW Government has announced a wide-ranging fire safety reform
package. The draft Environmental Planning and Assessment Amendment
(Identification of Buildings with Combustible Cladding) Regulation 2017
requires owners of buildings with combustible external wall cladding
to inform the state government and undertake an independent fire safety
SYDNEY THE 10TH assessment within set deadlines.
MOST EXPENSIVE CITY REINSW CEO Tim McKibbin said the Institute welcomed the reforms
IN THE WORLD to address the safety risks posed by flammable cladding on buildings.
“At the same time, the reforms should allow for a pragmatic and more
The Economist’s annual cost-of-living survey
puts Sydney in 10th place, ranking it as more
lenient transition that results in a clear, fair and simple system. We look
expensive than London and New York, and forward to exploring the issues further with the NSW Government,”
cheaper than only two other Asia Pacific Mr McKibbin said.
cities: Singapore and Hong Kong. Sydney REINSW has made a submission in response to the draft Regulation.
moved four places up the ranking compared To read REINSW’s submission, go to reinsw.com.au/submissions
to last year.
The survey compares the prices of more
than 400 items, including the prices of
food, drink, clothing, household supplies,
Agents’ responsibilities
rent, transport, utility bills, private schools, NSW Fair Trading has published guidelines
domestic help and recreational costs. regarding agents’ responsibilities relating to fire
safety and external wall cladding. They recommend
1. Singapore that strata managing agents, building, property READ the guidelines at
fairtrading.nsw.gov.au
2. Paris and maintenance managers, and real estate
3. Zurich agents should “review all design and construction
4. Hong Kong documents to determine whether external wall
5. Oslo cladding made of aluminium composite materials
6. Geneva was used on the building.”
7. Seoul However, given that strata managers and agents
8. Copenhagen don’t have the technical expertise to carry out this
9. Tel Aviv work, REINSW believes these guidelines should
10. Sydney be amended to refer the documentation to experts.
6 / REAL ESTATE JOURNAL / May–Jun 2018
CBRE predicts the future of retail
Robotics, automation and an increasing focus on customer experience are some
of the trends expected to transform the retail industry and the way consumers shop.
CBRE’s Future of Retail 2030 report examines how retail will look in the future
based on changes in people’s lifestyles, urban environments, retail operations,
logistics and other trends impacting the industry. Here are five of the key insights
from CBRE.
1 The customer experience will be specific, not generic
Advanced urban design influenced by increased employee mobility will drive
new levels of integrated living where physical and virtual concierge services are
on hand. Communities will be local hubs, giving people everything they need
for day-to-day life in one centralised place, including retail, residential, work and
leisure space. Knowing a customer’s buying habits, leisure interests, style and colour NEW REPORT LOOKS
preferences mean retailers can present a personalised experience.
AT HOW TO DEAL
WITH ASBESTOS
2 Buying what you want, where and how you want will be the norm
Advances in smart device technology will allow consumers to buy what they
see – anywhere, anytime. Simple, real-time image capture analysis will make
A new report from the Asbestos
Safety and Eradication Agency
everything ‘shoppable’. An increase in product placement across all media channels (ASEA) looks at new ways to contain
and specialised software will present customers with a wide range of shopping and stabilise asbestos, particularly
in aged roofing.
options with a simple click. This will drive a new hyper efficient supply chain from The report – A review of asbestos
manufacture, through real-time stock control to final delivery. stabilisation and containment
practices – examines situations
3 Stores will become showrooms and brand experiences
Despite the speed and ease of online access, shoppers will still have a desire
to visit a physical store to see, feel and experience products. To service this
where it’s not possible to remove
asbestos, and outlines the products
and practices that can go some
way towards making it safer for the
trend, stores will become experiential brand centres with highly-trained asbestos to remain in place or make
product specialists who enhance customer service with high levels of product it easier when it’s being removed.
personalisation. This means retail real estate will be dedicated to sales, not storage. ASEA CEO Peter Tighe said a lot
of asbestos has been removed from
4 Robotics and automation will replace jobs Australian buildings, but there’s
a long way to go.
Seventy per cent of retail roles and processes will be managed by AI-driven
“In an ideal world, we would
machines. Transactions are automatic, using sensors to communicate directly with have all the resources we need
robotic devices that run every mundane and routine task in the retail space, office to remove asbestos completely
and at home. From ordering supplies to cooking, cleaning and general maintenance from all buildings,” he said. “But
they will control the whole retail supply chain from manufacturing to stock levels in the short term, methods like
and autonomous home deliveries. encapsulation (where a cover is
placed on the material with asbestos
to contain the fibres) are vastly
5 Competition for people’s disposable income will increase
Millennials and Gen Z’s will have matured and are driven more by experiences
than by ownership. They’ll be looking for access, rather than possession, and will
preferable to doing nothing.”
ASEA has a website for real
estate agents to help them identify
have more free time to seek and learn new, advanced skills. This means the leisure asbestos and explains how to deal
with properties when they do find the
industry will compete harder for a larger portion of the retail spend. Retailers
potentially deadly product.
will embrace this change and offer training and tuition as an integral part of their Go to asbestossafety.gov.au/real-
unique purchase experience. estate-agents
REAL ESTATE JOURNAL / May–Jun 2018 / 7
REAL ESTATE EMPLOYERS’ FEDERATION The real estate employment specialists since 1966 CHANGE IS HERE. DO YOU COMPLY? WE CAN HELP. The new Real Estate Industry Award started on 2 April 2018. The employment landscape has changed and every real estate employer now needs to be compliant with all aspects of the new award. REEF’s highly-skilled team is your best source of information and advice about what you need to do. Join REEF today Call 1300 616 170 or email admin@reef.org.au. Download an application form at www.reef.org.au. We’re here to give you the right answers.
Q&A / PERSPECTIVES
The good guys
Molenaar + McNiece is making its mark as the Illawarra’s
newest independent agency. Trever Molenaar talks about how
he and fellow director Troy McNiece are breaking the mould
and taking a different approach to building their business.
What was your motivation to open It’s also not what people expect from a real
Molenaar + McNiece? estate brand. Not just the colour, but how we
Both Troy (pictured at top) and and I had been with incorporate other elements. We’ve flipped our
a major franchise brand for years. I was a partner signboards, so the photo is on the bottom, and
in the business and Troy was my number one sales our branding incorporates a little smiley face,
agent. There came a point when opening our own which we use a lot in social media. People notice
agency was the obvious next step. the differences, even if they’re subtle.
We wanted to tailor a service to meet the
If we do the needs of the community here in the Illawarra. What’s next for Molenaar + McNiece?
It’s a place where locals want to deal with locals. We’re focused on growing the business. We
right thing Troy and I have the benefit of the knowledge currently have a single office and a team of 11.
by our clients and experience built over many years with We’ll be opening a second office very soon and
some of the major franchise groups. But, more we’ll no doubt double our team.
and conduct importantly, I’m born and bred here, we’ve both More than just growing our business, we’re
business to built our lives here and we understand what also focused on making sure we’re growing it
locals want from their real estate agent. in the right way. Having the right systems and
the highest processes in place is important. But we believe
standards, it What do you attribute your success to? having the right culture is even more important.
For Troy and I, there’s no Plan B. The success We’re committed to only bringing people with the
will come back of Molenaar + McNiece is our goal – and it’s right qualities into our team. You can teach skills,
two-fold. a goal we want to achieve not just for ourselves, but you can’t teach attitude.
but also for our team, our clients, our families and I can tell pretty quickly if someone is going
our community. It’s in our nature to keep striving to fit our business. To work with us, they need
and ensure the business we build is something to share our vision and have the right attitude, they
to be proud of. If we do the right thing by our need to be client focused and, most importantly,
clients and conduct business to the highest they need to be authentic. And when we do find
standards, it will come back two-fold. It’s about the right person, we’re committed to providing
having an unwavering commitment to provide them with the tools they need to develop and
the best level of service every time. achieve success.
How is your brand different? How would you like people to describe
We knew that getting our brand right was Molenaar + McNiece?
essential. My initial brief to our branding I’ve been working in the real estate industry for
consultant was: “I don’t want to use my name 20 years and Troy has been around for a decade.
and I want a strong colour.” But the concept We’re both well known in the local community
we ended up moving forward with included my and have built strong reputations. We know that
name and a pinky-peach colour in the palette! what people say about us when we’re not in the
We researched our local market and found room is important. We want to be known as the
that 76 per cent of our clients were female. The good guys – the guys who do things right, who
name identification in our brand works for them always put their clients first, who are authentic
and the colour evokes a certain level of emotion. and who can be trusted.
REAL ESTATE JOURNAL / May–Jun 2018 / 9
PERSPECTIVES / COVER PROFILE 10 / REAL ESTATE JOURNAL / May–Jun 2018
A part of the
solution
Alexandra Haggarty’s work ethic has always been driven by compassion.
But it’s her empathy that led her to discover how to use her experience
as an agent to help people escape domestic violence.
By TINA LIPTAI
A
lexandra Haggarty knows she can’t help a property manager and there was an opportunity
everyone, though that’s never stopped for me at her agency, so I took it.”
her from doing whatever she can to make Alexandra started work at the front desk
a positive difference in the lives of others. It seems of First National David Haggarty in 2001. She
You never know
a simple enough philosophy but, in reality, it takes steadily progressed through the ranks at the on the surface
time, discipline and dedication that few people agency, gaining experience in a range of roles.
are willing to put in. It’s this tireless commitment She believes this has equipped her well for
what another
that led Alexandra to create a unique program her current leadership position. person is really
to help address the problem of domestic violence “Personally, I think having that first-hand
in her community and has shaped First National experience and knowledge across a range of roles
going through,
David Haggarty – where Alexandra is a Principal makes me a better people manager,” she said. but once you
alongside Michael Haggarty – into an innovative, “I know the challenges and understand the
award-winning agency. intricacies that are unique to each role in the agency.
understand
“I’ve discovered in life and at work, you need That’s not to say you can’t be a great Principal if their story you
to scratch below the surface when you’re dealing you haven’t worked in a variety of roles, but I think
with people,” she explained. “You never know it’s one of the things that differentiates our agency.”
can’t help but
on the surface what another person is really going Property management is where Alexandra want to do
through, but once you understand their story you really hit her stride and it’s an area of the business
can’t help but want to do everything you can she’s passionate about. But it’s as Principal that
everything
to assist them. Good property managers have she’s been able to embrace new opportunities, you can to
a caring, nurturing nature. If you don’t have that, which have proven to be both challenging and
you won’t survive for long. I believe it needs to deeply rewarding. In particular, the Domestic
assist them.
be in your blood.” Violence Rapid Rehousing Partnership Alexandra
created with Carrie’s Place, a local provider
Finding your place of domestic violence services in Maitland and
Alexandra’s first role in real estate came about the Lower Hunter region, has been a personal
somewhat by chance, but once she found her passion project for her.
passion for the industry her career went from “Every day is different for me. I get to work
strength to strength. with each staff member across their roles and
“I didn’t really know what I wanted to do,” I really enjoy that,” she explained. “But what
Alexandra explained. “My stepmother was I get the most satisfaction from is the program
REAL ESTATE JOURNAL / May–Jun 2018 / 11PERSPECTIVES / COVER PROFILE
we have with Carrie’s Place. Getting to know the
Why I love real estate clients and giving them a helping hand to get
“I love the people I work with – both agents and clients. I’m a people their life back on track is incredibly rewarding.
person and that’s what gets me out of bed in the morning: knowing “One of the things I most enjoy about property
I’ll be working with great people and helping to make a difference management is that it’s so much more than ‘just
in the lives of our clients. a job’. You can really make a positive difference
“Having the opportunity to create the partnership with Carrie’s Place in people’s lives and working with Carrie’s Place
is also something I love about my work. There are so many opportunities definitely reminds me of that every day.”
to help people and, as agents, we have community connections to make
things happen. Bring on professionalism
“The stories I’ve heard from survivors of domestic violence is a huge It’s Alexandra’s passion for helping others that,
motivator for me. You can’t hear their stories and not want to help. in many ways, fuels her commitment to see the
It’s made me more compassionate in every aspect of my work, because real estate industry recognised as a profession.
you really don’t know what people are going through. If you can help “I say ‘bring it on’,” she said. “The quicker
make their day easier then you really should.” we can get rid of people who aren’t working
to benefit the industry and who don’t want to
operate at a professional standard, the better.
“There are lots of great agents who do
important work to benefit our industry as a whole.
ALEXANDRA’S TOP TIPS for success But there are also a lot of sub-standard operators,
and they need to lift their game or move on.
1 Be real.
Your colleagues and clients want to work and deal with a real
person. Don’t become a stereotype of what you think a real estate
“Too much is at risk, including the safety of
tenants and the security of financial assets, to have
agents working in this industry who aren’t prepared
agent should look and behave like. Stay true to yourself. to work ethically and professionally.”
Like many advocates of professionalism,
2 Be compassionate.
You need to love what you do and have compassion for people
if you’re going to be successful in this industry.
Alexandra believes education is one of the keys
to implementing a high standard of practice
across the industry.
“At our agency, we’ve made a commitment
3 K now when you can bend the rules.
It’s important to know the rules and, of course, abide by the law,
but it’s equally important to know when you can bend the rules
to have all our staff qualified at the diploma level.
This is something all agents who are committed
to professionalism can do now.
to help a client. Don’t ever be afraid to find out how you can use “Education is so important if you’re serious
your work to help someone in need. in your commitment to raising industry standards.”
4 Treat others with respect.
We’re paid to make owners happy, but never forget that happy
tenants make for happy owners. You need to treat tenants with
Keep it real
While Alexandra’s commitment to her career,
agency and community is certainly inspiring,
the same amount of respect and attention as you do owners. that’s not what she believes sets her apart from
other agents.
5 Have fun.
A lot of the time, the work we do can be challenging. Even so,
it’s important that you don’t take yourself too seriously. You need
“I think what sets me apart, and in fact what
sets our whole agency apart, is that we’re all
real, genuine people,” she explained.
to get along with the people you work with and have a sense of fun “We’re professional and we treat everyone
in the workplace if you want to get the most out of your day. – clients and each other – with respect and
compassion.”
12 / REAL ESTATE JOURNAL / May–Jun 2018COMPASSIONATE PRACTICE
Two years ago, after a chance encounter with a “It’s really important that they feel secure in their
great tenant who was a domestic violence survivor, home. Most of these people have been through a lot of
Alexandra realised she was in a unique position trauma and we don’t want to be adding to that difficult
to help address a serious issue in her community. situation in any way, so there are lots of factors we need One of the
“Maitland has one of the highest rates of domestic to consider before we can offer them a property.
violence in New South Wales,” she explained. “It’s “We have a team that works on this specific project,
things I most
a real problem in our community and I felt it was but I help to assess all potential placements and enjoy about
important to do something to help. support the team with the workload.
“A lot of victims have little or no control over “The benefit to our landlords is that they get great
property
their circumstances, and it’s often not as simple as tenants. We’ve had a 100 per cent success rate and management
‘ just leaving’ and starting fresh. There’s a lot more tenants who have moved on to second properties.”
to this complex problem than many people in the
is that it’s so
community realise.” Contributing to positive outcomes much more
Plenty of agencies, understandably, are not in a position
Rising to the challenge to take on such a large, complex and time consuming
than ‘just a job’.
After becoming aware of the range of challenges challenge – but, in many ways, that’s exactly why You can really
people face when escaping domestic violence, Alexandra felt compelled to do all she can to help.
particularly the risk of homelessness, Alexandra “I think people who leave a domestic violence
make a positive
implemented an innovative new program at situation are very courageous, but it’s often the case difference in
her agency – the Domestic Violence Rapid Rehousing they end up with nowhere to go,” she said. “It’s often
Partnership with local service provider Carrie’s Place. harder for them to find a rental property than it is
people’s lives.
The partnership includes a formal agreement, for other people, especially if an agent suspects they
which sets down ground rules and a memorandum come from domestic violence. Not being able to find
of understanding. Alexandra and her team of property accommodation is the biggest risk factor for people
managers have had specialised training and they work to return to a dangerous situation.
closely with Carrie’s Place and other support services “I think if you can do something to help, then you
to help domestic violence survivors, often families, should. I want to be part of the solution. It doesn’t have
find suitable housing. They also have access to case to be more work to help people find accommodation
workers for the duration of the tenancy. and you don’t have to risk damage to the property if you
Today, about 10 per cent of the agency’s tenants have the right processes and support systems in place.
are part of the program, which aims to deliver better “I understand the pressure property managers are
outcomes for property managers, landlords, tenants under, but I think as an industry this is an issue where
and the community. we need to stand up and do our job properly to really
“It’s not easy to match clients to the right property,” make a difference in our community.”
Alexandra said. “So it’s quite an achievement to have
approximately 22 of our current tenants come from
the formal partnership with Carrie’s Place.”
Each potential tenant has a unique, and often
complex, set of circumstances that need to be carefully Looking for help?
considered to ensure they’re being matched to suitable Lifeline – If you or anyone you know needs
accommodation. For example, having a neighbour help, call Lifeline on 13 11 14.
who does shift work and may make some noise late
at night wouldn’t be a problem for most tenants, Domestic Violence Line – For more
but survivors of domestic violence often have post- information about domestic violence services
traumatic stress disorder and this sort of late night within New South Wales, call the Domestic
noise could prove distressing. Violence Line on 1800 656 463.
“Not a lot of properties are suitable for these
tenants. We need to consider affordability, security Carrie’s Place – For more information about
and they often need to be near schools and other Carrie’s Place, please call (02) 4934 2585
facilities the tenant and their family need access or go to carriesplace.org.au
to,” she said.
REAL ESTATE JOURNAL / May–Jun 2018 / 13PERSPECTIVES / LOCAL HEROES
Community first
John Vaccaro is passionate about his local area. The Senior Sales Consultant
at LJ Hooker Freshwater is committed to giving back whenever he can and enjoys
nothing more than seeing the community he lives and works in flourish.
“I’ve been in the industry for 35 years now and more than 10 years ago and was excited to be
things have changed dramatically over that time,” part of something focused on giving back to the
John explained. “Computers didn’t exist and Freshwater community. That excitement still
we carried around a listings’ book with all our remains with me today.”
properties written down – and we only showed The Freshwater Community Bank Branch now
properties by appointment! has 470 shareholders in the community who
“But while a lot has changed, for me one own the franchise and 80 per cent of profits are
thing has stayed the same: the importance invested back into the community.
of relationships. “Opening the bank was a watershed moment
“I know it sounds like a bit of a cliché, but one Opening the for the community and since then we’ve seen
of the things I enjoy most about this industry a real revitalisation of Freshwater,” John said.
is helping people achieve their property goals.
bank was a Today, John is a volunteer director and serves
Even after 35 years, I still get a buzz. watershed as the Vice Chairman of the board of the bank
“For me it’s about building relationships and and its Head of Marketing. An average week
being able to provide my clients with valuable real
moment for sees him devoting upward of 10 hours to support
estate advice to serve them throughout their lives.” the community the community activities and programs the bank
John’s commitment to building relationships is involved in.
extends far beyond his client base. He’s extremely
and since then “More than 95 organisations including
active within his local community of Freshwater we’ve seen a real local schools, surf clubs, sporting clubs and
on Sydney’s northern beaches, and his decade other not-for-profit associations benefit from
long-involvement with the Freshwater Community
revitalisation the Freshwater Community Bank’s funding
Bank Branch of Bendigo Bank has allowed of Freshwater. program,” he said. “They apply to us on an
him to contribute in more ways than he ever ‘as needs’ basis and we provide the relevant
dreamt possible. funding where we can. We also help groups put
“The Freshwater Community Bank Branch was strategies in place so they can continue to grow
established in February 2002 after the last of two and prosper.
of the major banks closed their branches in the “I’m extremely proud of the fact that over the last
local village,” John explained. “The village and decade We’ve reinvested more than $2.9 million
surrounding shopping area started to deteriorate back into our local community. Some $300,000
dramatically. There were vacant shops of this has been in the last 12 months alone.
everywhere and businesses were suffering. “The Freshwater business district is now alive
“The community decided to do something and well, and the bank is a community hub.
about it and the Freshwater Community Bank “I love my community and want to see it
Branch was established through a partnership flourish – and I believe that by working together,
with Bendigo Bank. I was asked to join the board anything is possible.”
14 / REAL ESTATE JOURNAL / May–Jun 2018BANKING WITH HEART
Here’s just a small snapshot of the things John and the Supporting students
Freshwater Community Bank Branch are doing to support The investment the Freshwater Community Bank Branch
the local community. makes in local education is unmatched by any other single
I love my
Helping surf clubs save lives business within the local area. community
The Freshwater Community Bank Branch makes ongoing “The four local primary schools have received more than and want to
financial contributions to the three local Surf Life Saving $100,000 to upgrade audio visual equipment, install smart
clubs – Freshwater, North Curl Curl and South Curl Curl. boards, build shade structures and provide additional
see it flourish
“The funding goes to much-needed equipment such as
sporting and health programs,” John said. – and I believe
safety boards, first aid equipment, defibrillators and the “We also have a scholarship program. I’m proud to say that that by working
development of the nippers program,” John explained. we’ve financially assisted more than 50 high school students
so they can pursue tertiary education.”
together,
“Recently, the clubs told us that they each needed a new
‘rubber ducky’ to continue their unblemished record of Educating younger drivers anything
saving lives on the Northern Beaches and we provided them John also recounts the work the Freshwater Community is possible.
with the necessary funding.” Bank Branch has done to educate young drivers.
The Freshwater Community Bank Branch also funded a “The younger generation can sometimes tend to think
CPR program, paying for the mannequins and breathing they’re bullet proof when it comes to driving,” he said. “We
apparatuses. provided funding for complete driver education, targeting
secondary school students who were just about to get their
“The program was free of charge and members of our local
licence. The program included the use of a simulator, so they
community walked away knowing how to do CPR, as well as
had a comprehension of what can potentially go wrong.”
having their own breathing apparatus so they have it on hand
if they’re ever called upon to use it.” Creating employment opportunities
BushLink is a not-for-profit organisation that’s dedicated to
Bringing music to the masses Is there a cause that’s
creating real and valued employment for people with disability
“We were approached by the Northern Sydney Symphony close to your heart?
through a network of working environmental project teams.
Wind Ensemble. They desperately needed to upgrade their Are you working in
band equipment,” John said. “The Freshwater Community “The work BushLink does is inspiring,” John said. “They your community to
Bank Branch gave them $70,000 for new instruments. support people with disability, helping them to hold real jobs support local
and become empowered. Participants develop self-respect, charities? Let us
“They then went around to the local schools, worked with
pride and a sense of self-worth. know by emailing
students and put on concerts. It was incredible to see how
journal@reinsw.com.au
much they blossomed and were able to embrace opportunities “To date, we’ve provided almost $45,000 in funding to this
that would otherwise not have been available to them.” incredibly worthwhile organisation.”
REAL ESTATE JOURNAL / May–Jun 2018 / 15/ BUYERS /AGENCY
PERSPECTIVES
FOCUS COVER PROFILE
Connecting with clients
Effective communication is a key element of successful relationships
between buyers’ agents and their clients. We spoke to two leading
buyers’ agents for their tips about building strong client relationships.
1
Set realistic expectations Stay motivated
Being proactive when it comes to setting There are those clients who start the process full of
realistic expectations is a must. enthusiasm, but later become jaded.
“Be upfront with them. Honesty and Shelley said keeping in contact with clients is essential
transparency are critical throughout the buying to maintain motivation. “Checking in regularly allows you
process,” Shelley Horton, Director at Albion to sense check them. Perhaps their brief has changed or
Avenue, explained. “Set out the process, find the market has moved. Maybe their original expectations
out what they’re looking for, then follow up in writing and are no longer achievable and it’s time to start introducing
continue to talk about the process in the coming weeks other options. Explain the reasons why the property search
as you conduct the property search.” is perhaps taking longer than expected.
Jacque Parker, Director at House Search Australia and “Tell them ‘it will happen’ – it may just take a little longer.”
2
Deputy Chair of the REINSW Buyers’ Agents Chapter, Jacque adds: “Let them know that ‘there’s always another
agrees. “The start of the process is often quite different property’, because we definitely know that to be
to several weeks down the track as the search evolves. true! Educate them and be positive.
Expectations can change, so you need to be having a “Having a face-to-face meeting is a really good
continuous conversation. You don’t want to waste your idea, because it generates more interest, and
time or theirs looking for something that doesn’t exist.” shows that you genuinely want to help them and
are focused on achieving the best outcome.”
Build rapport and trust
relationship from the very first interaction.
“From the time the initial enquiry comes to
you and then for every contact, offer prompt 3
According to Shelley, it’s vital to foster a positive
attention,” she said. “Be professional and timely with phone
calls and emails, take the time to find out more about them
and their brief.
Maintain communication
Be mindful that every client is different and will want to
communicate with you in a different way.
“Ask up front what is the best way to communicate
with them,” Shelley said. “Some people don’t respond to
emails, so picking up the phone is the best way to interact
with them. Others prefer email or a quick text message.
4
“It’s important to always give them information that’s “It’s important to adjust your communication style to
relevant to them and their situation, not just a standard the client in front of you.”
marketing spiel. And listen to them.” Jacque agrees. “Some clients want lots of
Jacque believes that part of the trust-building process information, others want very little. There’s no
is showing how credible and professional you are. one-size-fits all when it comes to communicating
“Provide potential clients with client testimonials and with clients. And don’t forget to let them know
phone references,” she said. “Let them talk to a previous about your expectations when it comes to their
client who you’ve helped find a property in the same area.” response times.”
5
Seek feedback
Sometimes a client will knock back suitable “Let them know that if you don’t understand what it is about
properties that match their search criteria. How a property they don’t like, then you may end up focusing your
can you draw out critical feedback from them? efforts in the wrong direction.”
Shelley said starting with open-ended questions Jacque adds: “The more specific they are with their
is key. “Ask them what they didn’t like about the feedback, the easier it will be for you to find a property that
property. If they can’t tell you, then drill down into specifics meets their criteria. The more they contribute, the better the
to help you better focus your search. outcome will be.”
16 / REAL ESTATE JOURNAL / May–Jun 2018FOCUS / PROFESSIONALISM
Innovation in action
By HELEN HULL
There’s a lot of talk about innovation. It’s a buzzword that
everyone seems to throw around – and it’s no different
in the real estate industry. But what does innovation
actually look like and how does it contribute to the
professionalism of agents and the level of service and
value they offer to consumers.
In today’s fast-paced world, innovation concept of ‘emotive marketing’ taking
is key to agents providing a high-level, hold. High-quality video and drone
value-add service to their clients that use, along with the human element,
safeguards against them looking has seen better connections with
elsewhere for their property needs. consumers and higher engagement
“A whole range of innovations have levels as a result.
allowed us to connect with property “Social media channels are also
consumers in a far more meaningful strong and, apart from Facebook,
and bespoke way,” John Cunningham, Instagram, WhatsApp and WeChat are
Chair of the REIA Professionalism opening up new ways to communicate
Committee, said. “This allows for with consumers.
a consumer experience that’s more “CRM systems and open API’s for
relevant to their needs. data capture are also proving more
“Gone are the days where agents accessible and, with integrations
could get away with doing as little as happening left, right and centre,
possible to secure a great result. Today, what was once hard to fathom is now
agents are expected to be the experts commonplace and far cheaper.”
and are expected to demonstrate their Mr Cunningham said that the area
value at the centre of the transaction of greatest opportunity for agents
in a meaningful way, without the smoke when it comes to innovation relates
and mirrors of the past.” to the dissemination of data and
According to Mr Cunningham, reliable, consistent advice.
professional agents already understand “As part of the push towards
that the most important and effective professionalism, the REIA is building
areas in which to innovate relate to the a comprehensive online knowledge
consumer experience. hub for consumers. The aim is to
“Putting together an effective ‘pull back the curtain’ on all things
communication strategy via digital real estate and provide transparency,”
channels has changed the face of he said.
property marketing and the service “Consumers will find the answers
we provide. There’s now a focus to all their questions and will know
on supplying the tools to make what they should expect from
things happen, rather than the ‘ego’ their agent. They can be secure in
marketing campaigns of the past. the knowledge that the agent is a
“Innovation has also been strong professional, acting transparently.
in property marketing, with the “It will be our industry’s ‘axis of truth’.”
18 / REAL ESTATE JOURNAL / May–Jun 2018The state of
INNOVATION
We asked real estate leaders across the country for their opinions about the state
of innovation in our industry.
Richard Luton Mark Kentwell
Director at Luton Properties, Director at PRDnationwide Newcastle – Lake
Australian Capital Territory Macquarie, New South Wales
Years in real estate: 25 years Years in real estate: 13 years
“Change and innovation allow us to continuously “I spend a lot of time with larger businesses
reflect and improve upon our businesses and across other industries to see what they’re doing.
take us to the next level. If we lead and are There’s so much we can learn if we choose to
interactive with our team, they’ll want to do collaborate and I think every business should have
the same. a budget for trial and error.
The real estate industry is highly innovative. We currently have 14 projects underway in our
We’re always looking for new ways to connect business, from technology-based implementations
with clients and ensure we have the best to applying new tools for the consumer experience.
resources available for prospective buyers There are also client retention projects, as well as
and tenants to view our current properties with staff onboarding projects.
as much information as possible.
I try to be as innovative as possible. When we
By attending real estate training seminars first opened our agency, I studied the top 100
throughout the year, and having international agents to see what they were doing. I think this
trainers come in to speak to our staff on a sort of approach is important, because if we don’t
regular basis, we stay up to date with the innovate we’ll become extinct.
newest ideas.
Our innovations have come by looking at the
I believe the main trends will continue to be process through consumers’ eyes. It’s largely
online. Ensuring useful information is at the about fault finding and looking at where the pinch
fingertips of consumers is essential, as it points are. For example, I created the Friendly
ensures the next step is as simple as possible. Auction System a year after I started in the
This is particularly important, as we’re seeing industry because our research showed that it
more and more people buy property over wasn’t that consumers didn’t like auctions, it was
the internet without ever stepping foot in that they didn’t like how they were conducted.
the property.
There are lots of things that individual agents
New ideas need to be trialled and tested. Not are currently doing that should be done at the
everything will work for everyone, especially agency level – things like sales admin, client
when agents run their own ‘mini business’ services, making homes ready for market and
under a company brand. Each agent needs client retention.”
to be selective and pick a few things to do
really well, rather than trying to do it all.”
REAL ESTATE JOURNAL / May–Jun 2018 / 19FOCUS / PROFESSIONALISM
Glenn Grantham Amber Werchon Mike Dobbin
General Manager at Raine & Horne Darwin, Director at Amber Werchon Property, Director at Magain,
Northern Territory Queensland South Australia
Years in real estate: 29 years Years in real estate: 18 years Years in real estate: 20 years
“I think that there are loads of opportunities for “The real estate industry is constantly evolving “The real estate industry is becoming more and
innovation in the real estate industry, however and we’re always challenged to stay at the top more innovative every day and this is essential as
the basics remain the same. There are too many of the pile. The clearest change I’ve seen over the we need to market to the next breed of property
‘innovations’ that are blindly embraced and years is the strong move to digital. owners. The world is ever changing and I’m
end up costing agents and consumers time always trying to look forward to see what we’ll
Consumers are becoming more educated.
and money, while delivering little to no benefit look like in 10 years’ time.
They want more information before they view
to either party.
a property and they expect answers much faster. Social media is a huge trend, with our clients
I’m certainly no Da Vinci and can’t recall ever We simply have to keep up with that expectation. wanting their properties to be seen across
inventing anything new. I believe in R&D – They now expect to see everything online, so the Facebook, Instagram and even Snapchat.
or, as I like to call it, ‘rip off and duplicate’. industry can’t afford to rely on traditional forms
Our team is in their 20s and 30s. They’re at
The secret is to get in front of the curve, and of engagement anymore.
the forefront of innovation and are coming to
identify things that you believe in that will place
Drone photography, digital signboards, virtual meetings full of ideas about what to do. We also
you in front of your competition. Research it
reality walk-throughs and floor plans that were offer incentives for our staff to have a PA who
and, if it works elsewhere, there’s a chance
once only considered for premier properties are is technically minded and has an understanding
that it will work in your market. Tweak it to
now the norm. of social media, graphic design or another area
fit, implement it ASAP and then wait for your
in demand in our business.
competitors to copy it while you work on We can see that our profession is hungry for more
implementing the next R&D change. information, more tools and more education, We’ve recognised the huge expense of quality
but the challenge is finding credible sources we marketing and have brought photographers
Unfortunately, there will always be someone
can trust. The problem is not that agents aren’t in-house. We’ve also purchased our own drones,
who jumps on an ‘innovation’ and validates
naturally innovative. They want to find better ways so that we can be more cost effective for our clients.
it to the rest of the industry, when all it does
to run their businesses. But they’re overwhelmed
is leave agents spending more time in front We often look to other industries, like the hotel
with all the new tech, new apps and new software
of a computer screen rather than talking to industry, that have a focus on customer service
out there. They don’t have time or the know how
clients. In my 29 years in real estate, I can and bring their ideas to our business.
to filter all the good tools from the bad. We need
never recall selling a home or renting a property
organisations like the Real Estate Institutes to do I think we have to learn more about what
to a computer, however I’ve handed a lot of
that for us and put forward the best of the best.” to do with the data and information that we’re
keys to human beings!”
gathering, because often we don’t use it properly
or spend enough time learning.”
20 / REAL ESTATE JOURNAL / May–Jun 2018Jeanne Best Adrian Butera John Percudani
Property Consultant at Fall Real Estate, Managing Director at Compton Green, Group Managing Director of Realmark,
Tasmania Victoria Western Australia
Years in real estate: 5 years Years in real estate: 28 years Years in real estate: 30 years
“The real estate industry is extremely innovative, “I think the real estate industry has been far more “Slow to innovate, the real estate industry is often
particularly in Hobart which has seen a huge innovative in the last two or three years than critical about new things and reluctant to make
level of interest in the last 12 months from the it was in the 10 years prior to that. change. We have a tendency to hang on to our
mainland. It’s been amazing to see how the local current successes and this leaves us far too open
A big trend right now is that people are trying
market has evolved, especially compared to other to having other people come into our area and
to infiltrate the current components of the real
markets which are beginning to see a downturn. disrupt us. If we aren’t careful, in the future real
estate transaction with technology innovation
estate agents could easily become irrelevant.
We’ve been inundated with people from the leading the way with things like online auctions
mainland, as well as from overseas, and and the recording of auctions, as well as moving As a result of our unwillingness to adopt change,
things are moving ahead rapidly in this space. databases from local to cloud and innovations we lag behind customer expectations. To be
In particular, the use of video and drones is in property management. The innovations that innovative, you have to create an open and
becoming widespread especially with high-end are coming to the surface right now see us doing creative mindset. It’s also important to have
properties that benefit from the sweeping views things in a better way, but we aren’t reinventing an understanding of why the innovation is
that drones offer. the wheel. There will be others that will come and occurring, why it’s better for the client and why
take us to newer levels, but I don’t know what it’s better for you before it comes into practice.
We offer excellent marketing and our more
they look like just yet. Good planning and implementation, as well
experienced sales consultants are an innovation
as being smart around the technology, helps
welcomed by those who appreciate life experience We’ve always challenged the status quo. I’ve
innovation to be effective.
and a more mature approach. Everything has to be never said innovation is too expensive. You can
spot on, particularly if someone cannot attend an find efficient, reasonably-priced products out The industry needs to be more collaborative
open home in person and is relying on the internet there that you can work with and develop for in a proactive way, which shows a strong level
for their experience. your own business if you spend the time to look of professionalism and ability to improve from
for them. within. We must be careful not to be innovative
We have a great team at Sandy Bay and Greater
for the sake of innovation. It’s important that the
Hobart. We regularly get together and have Innovation and change is part of the lifeblood
innovation is real and smart. The best innovations
discussions about how we can improve the of our brand and we actively market this to our
are the ones that help our human abilities: our
volumes of listings that we’re attracting. Ultimately, customers. By being innovative, we’re future
empathy, simplicity and communication skills.”
we come to the same conclusion that you’re better proofing our business. To truly be successful and
off face to face and getting yourself out there as innovative, real estate agents need to put their
much as possible.” egos aside and move away from the ‘this is the
way we have always done things’ mentality.”
REAL ESTATE JOURNAL / May–Jun 2018 / 21ADVERTORIAL / CORELOGIC
“HomePrezzo content
is fun and engaging, while
also being super useful.
It takes the homework
out of understanding the
market and demonstrates
that agents who share this
kind of content have
a commitment to
being helpful, not just
a hard sell.”
CoreLogic launches video for agents
HomePrezzo is now available with RP Data Professional subscriptions.
Real estate agents can now quickly and Ms Davis said HomePrezzo automatically 7 REASONS WHY AGENTS
easily create compelling video and social collects localised statistics and recent sales,
SHOULD BE USING VIDEO
posts to share with customers with the and combines them into short, engaging
launch of CoreLogic’s HomePrezzo. and informative pieces of information that
1 74% of online traffic is now to view video.
HomePrezzo is a digital real estate are easy to understand.
marketing platform that promises to “We know from CoreLogic research 2 Video makes it easier to understand
revolutionise the way agents engage with that property buyers and sellers feel complex data concepts at a glance.
buyers and sellers. It delivers engaging overwhelmed by the amount of information
3 Video posts have 135% better reach
templates that draw upon CoreLogic data, they need to absorb when they’re in the
on Facebook than photos.
so agents can easily create their own market,” Ms Davis said.
branded online content. “HomePrezzo content is fun and 4 The use of video in emails doubles click-
This takes the form of customised engaging, while also being super useful. It through rates.
videos showcasing specific suburbs and takes the homework out of understanding
5 55% of people watch videos on their
properties, or data-driven GIFs that are the market and demonstrates that agents
phone every day.
perfect for sharing on social media. The who share this kind of content have a
videos are ideal for viewing on smartphones commitment to being helpful, not just 6 Audiences are 10 times more likely
and tablets. They’re also simple to share a hard sell.” to embed, share, comment and engage
on social media platforms like Facebook HomePrezzo is the brainchild of Brisbane with video.
and LinkedIn. entrepreneur, Nathan Krisanski. It’s one of
7 Adding a video to your website can
“Video is one of the most powerful ways CoreLogic’s new suite of content solutions
increase the chance of a front page
for real estate agents to engage with existing including Journobot and Report Store,
Google result by 53 times.
and potential clients and is a great tool for which are designed to help real estate
social media,” CoreLogic’s Head of Content agents master the art of content marketing.
Kylie Davis said. The types of content that can easily
“Research shows 92 per cent of mobile be created with HomePrezzo include:
users share videos and it’s well known that • Suburb profile videos
video posts have significantly better reach • Listing videos
on Facebook than other posts. But not all • Video CMAs
agents are confident about appearing on • Social media infographics (coming soon).
camera or can create the volume of content For more information go to
quickly to keep up.” corelogic.com.au/products/homeprezzo
22 / REAL ESTATE JOURNAL / May–Jun 2018You can also read
