Number one agent reveals long-term strategy

An emphasis on playing the long game is reaping significant rewards for top agent Alexander Phillips.

Speaking at the Australian Real Estate Conference (AREC) on the Gold Coast last month, Mr Phillips highlighted the benefit of taking a long-term approach to growing a real estate business.

According to Mr Phillips, the team at Phillips Pantzer Donnelley in Sydney cranks out 2,000 to 2,500 calls a week.

He explained that his agency regularly makes these short calls to its database to touch base with clients, informing them of recent sales to highlight the strength of the market.

“There are some agents who have been speaking to them for 14 years,” Mr Phillips said.

“There are so many people out there who are looking for that next listing that’s going to happen next week.”

“It’s taking that long-term approach for a cold call to no longer be a cold call. That’s a 10-year plan and we’ve now listed properties that work off the back of that.”

Mr Phillips also applies his long-term vision to planning the agency’s year.

Emphasising the importance of taking breaks, he explained that Phillips Pantzer Donnelley plans its year in blocks, strategically taking holidays when stock levels are low.

“I’m away for five weeks this year. I’ve already booked my Indian holiday... I’ve already booked next year. I’ve stopped listing come mid-winter,” he said.

“What we understand is, why be around when no one else is around?”

Mr Phillips said he lists vendors before he takes a holiday, his team prepares the houses while he is away and he returns to conduct a series of open homes.

“We know that there’s no point for those vendors to be selling in our marketplace when it’s very much the school holiday marketplace and we have to pull back,” he explained.

“It’s listing ahead of the curve, so as you go on holiday you can have a great time.”

Mr Phillips was ranked number one in REB’s Top 100 Agents earlier this year.

[Related: Australia's top agent reveals holistic tricks of the trade] 

promoted stories

REB Events