‘It’s about bringing innovation from outside the industry’

Realmark has made a strategic decision to strengthen its technology and relationships by appointing an industry outsider to a newly-created role.

Paul Slaughter has been named as the group’s inaugural chief operating officer after previously holding senior roles at Metcash (IGA), Campbell Arnott’s, Tabcorp and Procter & Gamble.

The chief operating officer position was created as part of a strategic review designed to elevate Realmark to a higher corporate level within Western Australia’s business community.

Realmark was founded in 1989 by John Percudani and Anita Percudani and has 17 offices around Western Australia.

Mr Slaughter told Real Estate Business that the Percudanis recognised that outside knowledge would help Realmark grow to the next level.

“My role is a commercial role. It’s about growth. It’s about bringing extra innovation from outside the industry as well using best practice from inside the industry,” he said.

Mr Slaughter said one thing real estate can learn from other industries is how to use technology to better understand and communicate with consumers.

“Purchasing habits change, but some retailers know the customer so well that they know whether they’re about to embark on a family or have kids who are about to start school,” he said.

“Although you don’t always need to know a vendor that well, it helps to know where they are in their life cycle and when they’re looking to change property.”

Mr Slaughter said the traditional “list-and-sell mentality” involving one-off deals is becoming obsolete.

“The industry is starting to recognise it needs to move more to developing relationships and managing the brand life cycle, and using technology as enablers,” he Real Estate Business.

“The transactional agents and groups will have a harder time of it going forwards, and we very much put ourselves in the innovative and relationship-based space.”

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