Ray White Robina chief executive Scott Burgess told REB that the significant improvement was a result of the agency’s increasingly holistic approach to client engagement, unique approach to data usage, and efficient stock management.
“We try and get a lot more involved in the community and keep in regular contact now with everyone in our database,” Mr Burgess said.
“We’re building relationships and when the time comes for them to sell we’re finding now that we’re getting a far higher conversion rate with people that we’ve had longer relationships with.”
Mr Burgess said the agency takes a unique approach to the management and usage of the data it collects about its clients.
“There's a big difference between what some agents call data and what we call data,” he said, explaining that the 8,500 people in the agency's database are an example of “geographical data”.
“Geographical means somebody who is an owner of a property in our core area, that we've got an email address and mobile phone number for and, most importantly, we've got permission to actually send the market reviews,” Mr Burgess said.
“So they actually want to be in contact with us. You can have a database of 100,000, but if people don't know you, it doesn't help. The people that we actually have, they're the ones that have asked us to have a relationship with them.”
Mr Burgess added that the agency has also increased its efficiency through the way it manages its stock.
“We have one-on-ones with the sales team each week, and we discuss what we call traffic reports. With a property having open homes on it each weekend, [we discuss] how many people we're getting through the property, how many offers are we getting, [whether] we need to have price adjustments," he said.
“They're things that we actually look at with every property, every week. So that way we've got a planned outcome as to how we can best help our vendors by getting the property priced correctly for sale.”
The success of these strategies has been reflected in the agency’s sales figures, which have improved notably over the past few financial years.
“If you went back to the financial year we've just had, that was 450.6 sales. The year before that was 364, and the year before that it was 210, so the number of sales have increased dramatically,” Mr Burgess said.
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