Ray White Queensland members ready to go

More than 400 Ray White members from across Queensland gathered together in Brisbane for the state’s sold out Ready. Set. Go. performance training day.

It was an early start for those who gathered before the main event for the Property Management Breakfast.

The morning opened with a panel of Queensland’s top performing BDM’s including Ray White Rockhampton’s Emily Horan, Ray White Aspley’s Jordan Slinger, and Ray White Rochedale South’s Sumayya Burger, facilitated by Ray White Queensland property management BDE Sarah Dickenson (pictured below).

As some of Ray White’s top performing BDM’s with the most managements, Ms Dickenson asked how they manage their time.

“It’s not a 9-5 role. When you go to sleep you’re still touching base with somebody,” Ms Burger said.

“It’s about dedication and commitment.

“You've got to work and you’ve got to work hard. Nothing comes easy.”

Ms Horan said relationships and referrals were really important to her business.

“Our market is heavy with investors at the moment and I've made relationships with several buyers agents and any time they have anything they send them straight through to me,” she said.

“I also make sure if clients have a positive experience they leave a review in the socials space to give people extra peace of mind.”

The second property management session was hosted by Ray White Queensland property management BDE Jekayla Taylor who spoke on how to grow a business’ rent roll strategically.

“For Queensland we manage an average of 45,000 properties, however in 2021-2022 we had a net loss of 3500 managements across Queensland.

“The number one reason is investors are selling. Investors are still in the market but they’ve decreased in the last two years.

“However building approvals are increasing which means our business should increase.

“Business owners will start looking to hire BDMs, train property managers, or purchase a rent roll.

“We’ve seen 23 rent roll transactions this year.

“The acquisition process involves research, negotiations, due diligence, an unconditional period, and settlement.”

Ray White Queensland CEO Jason Andrew (pictured above) kicked off the main event by welcoming everyone from across the state, and presenting them with a challenge.

“In a market where lots of people are talking negatively, what do we focus on? We focus on what matters,” Mr Andrew said.

“We should be unapologetic for what we are, we’re a customer facing business and we should be focussing on our customers, but I know some of us can become obsessed with our competitors.

“Why are we obsessed with our competitors? They’re always going to be there, but our customers are where our obsession should lie.

“My request to all of us here today, as we prepare for the end of 2022, is we become customer obsessed instead of competitor obsessed.”

The audience listened intently as Ray White chief economist Nerida Conisbee gave her 2023 outlook.

“The good news is, the market may be down but confidence is returning,” Ms Conisbee said.

“Things have been incredibly strong over the last two years. Interest rates have started to rise and the market has wobbled but what’s happened over the last few months is the dust is starting to settle.

“There’s no doubt there is a slowdown in house prices but they’ve only come down slightly. There’s been no sign of the proposed 30 per cent reduction and barely signs we’ll see a five per cent reduction.”

Ms Conisbee noted that the Brisbane market is looking different to its capital city counterparts in New South Wales and Victoria. She pointed to internal migration driven by affordability and livability, along with investment in infrastructure prompted by the 2032 Olympics being hosted in Brisbane.

She identified a few issues facing the Queensland and Brisbane markets. The tight rental market, construction costs and rising inflation.

“Inflation is now at a 20 year high but we knew it would happen,” Ms Conisbee said.

“The big thing with inflation is that it flows through to interest rates. The RBA tries to keep the inflation rate to two to three per cent. When they want us to spend more or spend less, they change the cash rate.

“As to how far they will keep increasing interest rates, it’s still uncertain but what seems to be consistent is we’re still in for a couple more rate rises. It will likely peak next year provided inflation gets under control.

Increasing construction costs have also become a big problem in Queensland and particularly Brisbane after the 2022 floods.

“We are starting to hear some positive anecdotal news that the building industry is getting back on their feet. But what we are also hearing is that it’s easier to shift a fully renovated home than something unrenovated.”

Ray White national director of special programs Bianca Denham hosted a panel about some of the inspirational stories of Ray White members, speaking to Ray White Bulimba’s Robyn Hoare, Ray White Rockhampton’s Riley Neaton, and Ray White Sherwood’s Lisette Schults-Rand (pictured above).

Ms Hoare shared her incredible story about how she started her real estate career at 63.

“Apparently if you're a mother of seven and a grandmother of 12 who starts a new career in real estate at 63 and reaches Premier in the first six months, that might be something to talk about,” she said.

“I started my career in retail and travelled the world as a fashion buyer. I was very career focussed and my friends and family were convinced I'd never have kids. Given my competitive nature I decided to prove them wrong, seven times.

“I learnt a lot about business from my family.

“People always ask ‘how do you juggle work and life?’ I suppose by prioritising both.”

Starting his career in real estate at 21, Mr Neaton shared the biggest lesson he had to learn in order to become the successful agent and business owner he is today.

After doing 30 deals in his first year as an agent and 60 deals the following year, he spoke to Ray White Rockhampton business owner David Bell about becoming a part-owner.

“He said I needed to change my mindset from being a salesperson and become a leader,” Mr Neaton said.

“I had been on a mission to burn everyone in my office and become number one, but over that next six months I made it my mission to help everyone in my office and become a leader.

“I became a principal at 24. It's been an exciting journey.”

Ms Schults-Rand started her career in real estate straight out of university, and it wasn’t an easy journey.

Despite doing everything she was told to do, she wasn’t seeing the success she had hoped for.

“I was not a fish to water that’s for sure. I made the calls and did what I was told to do but I made so many mistakes and some days I remember crying to and from work in the car.

“There was not a single part of that job that I made look effortless. That went on for 3 years.”

But after pushing forward Ms Schults-Rand is now one of Ray White Queensland’s top performers.

Ms Schults-Rand also has a passion for horses and competitive show jumping.

“I started saving when I was 7 years old and saved up to buy a horse. I'd watch everyone riding their horses at the Ekka and dreamed of one day riding in the ring.

“I didn't show any natural talent for it, much like real estate, but I never shied away from a 4am start to practice before work, and this year I got to compete at the Ekka.

“My lesson was not to underestimate where those small gains will get you and how far you’ll get by putting one foot in front of the other.

Ray White chief strategy officer real estate Mark McLeod hosted the next panel, speaking to Ray White New Farm principal Haesley Cush, Ray White Bracken Ridge principal Roxanne Paterson and Ray White Maroochydore principal Dan Sowden (pictured above) about changes they’ve made in their businesses.

Ms Paterson stressed the need to stop, adapt and re-route in this changing market and not operate out of fear. Skilled auctioneer, Dan Sowden, spoke about tackling the “unforced errors” in the auction process, things agents once did well but had allowed to slip over the past two years during a sellers’ market.

Haesley Cush, principal of six powerhouse Brisbane offices, shared four ways he changed his business in the current market.

“You must be informed, the market is different today than what it was last year,” Mr Cush said.

“You need to focus more on auctions than ever before, if you run a proper, processed auction you will have better success than a private treaty sale.

“For vendors to hear you, they have to believe you so you need to give them evidence of effort and evidence of market feedback.

“Lean in right now, your principals want you to succeed, when they put on an event, don’t question why, just turn up. One of three things could happen - you’re going to learn something you didn’t know, you’re going to be reminded of something you haven’t been doing that you probably should or the third thing is you’ll be energised.”

Ms Denham then went on to hold a second session speaking about a national view of high performance.

In her role, Ms Denham said she took note of the attributes shared by all of Ray White’s top performers, and came up with five similarities: They run it like a business, the invest in their business, they understand where their time is spent, they build their teams, and they take on Ray White chairman Brian White’s motto of ‘no finish line’.

“The improvement of your business isn’t something you just get right one day and then you’re set for the rest of your career,” Ms Denham said.

“You’ll continue to grow and so you need to keep improving.”

Ray White Group head of performance Tim Snell (pictured above) spoke to one of the group’s top leaders, Ray White Woollahra | Paddington principal Randall Kemp (pictured below) about culture and team development.

“Our business got going about 12 years ago but it really changed about six years ago. What I realised was that it needed a change in structure,” Mr Kemp said.

“Many of us think it’s a very different way of looking at things as an agent than running a business but it isn’t. Every agent is a business, once people get that concept and learn how to grow that concept, then you can create really good agents.”

Looking at recruitment, Mr Kemp said it’s important to look at the future when building a team.

“You can’t go and recruit someone you need for today. If you recruit someone who matches up in morals, you’re on the same page and you grow that person into that role then you’ve got someone for life, you’ve got loyalty and trust.”

The day wrapped up with a session on market leadership hosted by David Walker, director of the group’s top office internationally, Ray White Upper North Shore.

“For me it’s all about quality people, we only want the right people,” Mr Walker said.

“I ask myself, if I ran into that person in the car park at 5:30 in the afternoon, would I try to bypass them and get in the car and leave or would I want to stay there and have a half an hour conversation with them? That’s the people we went for.

“The first three to four years, we could have grown quicker than we did but by focusing on the right people we got the growth we really wanted.

“The way I’ve recruited over the years hasn’t been about immediate gratification. It’s not catch and kill, it’s about building relationships.”

Mr Walker, a Chairman’s Elite agent and part of the top one per cent of performers across Ray White, stressed the importance of the listing presentation.

“In our industry, listing presentations are so underrated. For us it’s like a performer doing a show,” he said.

“Before any listing presentation I’m amping myself and getting in a good mood. I get to the property and I’m on because if you’re not then you’re going to lose the listing. This is an area you need to shine.”

He added, “the agent that will get you the best price is the agent that can create the most competitive environment.”

“One thing you need to get across to that vendor, you’re there and have the strategy to get them the best price and how you’re going to differentiate from your competitors,” Mr Walker said.

“I don’t like focusing on my competition but you need to be aware of what they are doing in their listing presentation.”

Ray White Bracken Ridge agent Bayli Robertson (pictured above centre) said the learnings from days like today are invaluable.

“You learn new skills but you’re also reminded of things you’ve already learned previously and maybe have stopped implementing. It’s a good reminder,” Mr Robertson said.

“My big takeaway from today is the reminder to get back to the basics.”

Ray White Beenleigh agent Carlie Curtis has been in the industry for 10 years and has seen every market.

“Today, I’ve been able to reassess my business and reassure myself I’m on the right track,” Ms Curtis said.

“Fear isn’t driving me because I have the knowledge and skill to navigate this market.

“I’ve had a lull for the past five months due to getting married and then getting COVID-19 and influenza but that’s the reality, you’re always balancing the highs and lows.

‘But luckily, the business model that I’ve put in place has kept things going. The fact that I’m not only doing as good as I hoped I would be but better is refreshing.”

Ray White Rochedale property management CEO Carmen Lester (pictured above left) said she enjoyed the Property Management Breakfast and learnt a lot from the knowledge shared.

“You really walk away with something you haven't thought about before, whether it's a different approach for when you're dealing with a client or something else you can implement to either help you grow as a person or grow as a business,” Ms Lester said.

“That’s why I think these events are so great, it’s the sharing of knowledge.

“We’ve got such inspirational people who are great at what they do, and that’s what I enjoy most about these events.”