Ray White feels so strongly about the auction method that this year the group successfully trademarked the phrase ‘competition creators’.
The term was coined by the group’s chairman Brian White AO (pictured above with Managing Director Dan White at Ray’s original office, The Shed) and is now interwoven into the everyday language at Ray White when referring to auctioneering.
“The term came to me one night when I was grappling with just who we are? And what’s the best term to describe the value we can bring to the community? We are the vendor’s agent and our job is to get the very best price for our vendors,” Mr White said.
“The greatest way to achieve a better price is when someone who wants a property realises there’s someone else who wishes to have it and is prepared to pay a higher price than they had hoped that they could. We create that competition at auction.
“Nothing gives buyers more confidence in the value of the property than seeing other people bidding for it and bidding higher prices.
“We believe this is what has been the foundation for our success. And to be known as competition creators tunes in perfectly with why we represent ourselves to potential sellers as their best choice.”
Ray White, Brian’s grandfather, started his business at age 24 in regional Queensland.
“Ray had the instinct to auction. Auctioning has been at the heart of our business since 1902. We are so passionate about being the competition creators as the best method of sale to achieve the best result for our sellers.”