Queensland comes together for Ray White's Unite 2020

Ray White Queensland CEO Tony Warland (left) and Ray White Group Managing Director Dan White (right).

MORE than 650 Ray White Group members from across Queensland today descended on Brisbane's Howard Smith Wharves for Unite 2020.

The sessions were designed to help its agents navigate and adapt to current market conditions.

Ray White Group Managing Director Dan White (pictured below) said he was proud to host the Unite series and it was a fitting way to communicate to members.

"We've had a fantastic start to the year with a record month in January and a really strong February with market share for the group at an all-time high," Mr White said.

"Looking back 12 months we'd had a bad couple of months and it seemed like it wasn't going to be our year - but it actually turned out to be the best year in our 118-year history.

"Last year was a test of our resilience. We had to be sure we continued to give the best customer service and to present ourselves as a trusted advisor in what was a difficult period for some.

"We've had a great start to the year but we must guard against complacency. We must make sure we don't take anything for granted and that all of last year's work isn't wasted.

"We live by the telescope and microscope analogy. A lot of today is about the microscope - doing little things to improve skills, communications, and taking advantage of new technology.

"With the telescope, we have a lot of things to consider moving forward. We need to be ready and prepared for any changes that may come our way. As leaders of our industry, we must remain focused and we must continue giving our members and customers our very best.

"Looking back over the last 118 years, we've been through tough times and we've always been able to pull through. I can honestly say I'm excited about the years ahead."

Ray White Queensland CEO Tony Warland (pictured below) said he wanted to pay homage and respect to the wonderful things that members were doing on a daily basis.

"We're a country of droughts, fires and floods, it's a big land mass but a small population. I want to give you all credit for the industry-wide bushfire campaign Beyond the Bricks that's now surpassed more than $1,200,000 for those affected," Mr Warland said.

"Going forward our focus must stay on taking the opportunity to help people. I'd like to thank our Head of Marketing Lisa Pennell for leading this campaign beautifully.

"Looking at our business, we should be proud we have sales that are over the industry average, rent that is over average, and I'm proud to see us continually setting ourselves goals.

"As business becomes more competitive, who knows how the market will move and the reality is, people will pursue those who they feel they can trust.

"We all know what it looks like and what it should look like, but when it comes to brand pride, we have to take a step back from the advertising and look at ourselves in the mirror because it's who we are in the market - we’re representing people’s aspirations and desires.

"One hundred per cent brand pride is who we are, so we need to work closer with customers and not focus on the future, but what we can improve today. We have to be above the economy and if it goes badly, we have to be better.”

Keynote speaker and former captain in the SAS Mark Wales (pictured above) said planning and execution of very difficult tasks were crucial for workers in a high-performance environment.

"I was once on a clearing mission in Afghanistan that didn’t go to plan. We had all sorts of issues during the attack but it’s how you deal with issues and make the right decisions in situations like that," Mr Wales said.

"Mental health is incredibly important. When I came home from war it took me a while to get my mental state back on track and the stress is similar in high performance jobs.

"Sometimes people overwork themselves for years and a burn out creeps up on them. So, putting yourself first – and that means eating, sleeping and resting properly – is very important.

"Research shows that 120 minutes of vigorous exercise a week is another excellent way for suppressing symptoms of depression and improve cognition."

In the first session of the day, Ray White Queensland Business Development Executive David Rake, along with Ray White Bridgeman Downs Sales Agent Sonya Treloar, Ray White Mooloolaba Director James Goldsworthy and Ray White West End's Head of Growth Fiona Conde and Principal Luke O'Kelly (pictured above) took the full house through how to unlock your value.

"You can take an office's temperature by what's on the wall. If it's an auction office you know there will be a list of who's doing what, how many they need, and a tally," Mr Rake said.

"You have to believe in yourself and understand your worth. If you trust in your own ability then you can instill belief in your vendor that you can deliver the best result for them," Ms Treloar said.

"My team works particularly hard late on Saturday nights and early on Sunday mornings, and it's all about articulating our worth to vendors at the listing table," Mr Goldsworthy said.

"You have to not be scared to lose business. If something doesn't fit our model then it's okay to walk away. We're proud to be a premium brand for our vendors," Ms Conde said.

"We know we add value to the transaction, and once we've built the rapport and taken the vendor on the selling journey, we can highlight how we can get them the best price," Mr O'Kelly said.

In keeping with every other Unite series event this year, a charity auction took place in aid of the real estate industry bushfire campaign Beyond the Bricks, with successful results.

Lots ranged from five Tell the Neighbour Campaigns from Ray White Concierge to a night's accommodation with dinner voucher at Brisbane's luxurious W Hotel.

The total raised was $4300 after three lots, but in keeping with current events, there was a single wildcard lot that offered a product that seemed to be in high demand in recent days.

Ray White Queensland Chief Auctioneer Mitch Peereboom rallied the full house, and after some incredibly vigorous bidding, the holy grail that is the single toilet roll sold for a whopping $1610.

"I'd rather help than be helped, it was something my father always told me," said Ray White Pomona Hinterland Sales Agent Sam Hargrave (pictured above left).

"I'm interested in auctions and I love being wrapped up in the excitement. I knew I was going to go as high as I needed. It's not about what we bought, it's about the cause the money will go to."

Next, Ray White Head of Marketing Lisa Pennell (above left) and Communications and Customer Experience Manager Natalie Hortz (above right) then discussed the importance of technology.

"When we were planning the Great Australian Dream campaign, we wanted to be innovative, and do something we'd never done before so it would set us apart," Ms Pennell said.

"In our most recent Hide and Seek campaign, we wanted to communicate our brand values and personality, to show we’re passionate, clever, humble, stylish and progressive.

"There was some perception that we were old and not as humble - but nothing could be further from the truth - and the evidence shows we were successful in breaking out of the category."

Ray White Communications and Customer Service Manager Natalie Hortz said video content wasn't the future, it was in fact right now.

"Video is the best way to promote your business, and it's the best way to promote the energy you can bring to a campaign," Ms Hortz said.

Adam Downes, Ray White Group's Head of Performance, then showed members the finer points of the Pulse dashboard which enables agents to track their own individual performance against the broader network.

Mr Downes said the group had built a platform whereby all agents can track their performance in real time and strive to reach their goals and potential.

Mr Downes and Ray White New Farm Principal Matt Lancashire (pictured above) then sat down to discuss how to understand your value.

"It took me nine months to make my first sale - I was pretty ordinary at it. I wasn’t sure of what I was doing or what I wanted to achieve," Mr Lancashire said.

"At the time I was 26, I’d gotten myself into $50,000 credit card debt, and had to move back in with my parents. In 2010, I made the decision to have a really red hot crack at real estate.

"You need to be a big advocate of print and/or a big advertiser, you have to do auctions, and you need to become an extremely hard worker and out-work your competition.

"One thing I like to do is play to my strengths and cut my weaknesses."

Ray White Head of Growth Mark Mcleod (pictured above) said in the modern world customers wanted a relationship with their real estate agent.

"The next 10 years is all about execution and providing our agents with the tools for them to execute better and to deliver an even better customer experience," Mr McLeod said.

"We need to look at moving out of our comfort zone, move into more of a fear zone, and then into a learning zone. All of these will move us forward into a growth zone.

"When you look at who'll be around in 10 years time - it'll be the individuals who take advantage of getting closer to the customer.

"It'll also be the individuals who make it harder to fail than it is to succeed - put the work in so you simply can't fail."

The Unite 2020 day was well received by Ray White Group members across Queensland with different highlights ticking the boxes.

"Knowledge is power and Ray White has the most extensive training available so get behind it and develop your skills the best you can. I'm continually attending training sessions and always come across hidden gems to upgrade my business," said Ray White Paddington Sales Agent Judi O'Dea.

"I enjoyed the fact we carried out an auction for such a good cause in front of so many people. We're an auction business so I thought it was great that we practiced what we preach in front of so many members," said Ray White Queensland Business Development Executive Kirrilli Cobley.

"I absolutely enjoyed the event and I'm not afraid to ask for more. I see this as more of a brain sport and it's great to see other people who have similar issues on different levels and I find that really motivating," said Ray White Pomona Hinterland Sales Agent Sam Hargrave.