Streamlined marketing system does heavy lifting for agent

A Canberra agent has taken advantage of his agency’s integrated copywriting and marketing process to deliver a million-dollar auction result.

Andrew Potts from Independent Property Group Gungahlin sold a five-bedroom house in Griffith for $1.496 million after capitalising on the agency’s tried-and-tested marketing system.

Mr Potts told REB that that the group has a quality control process that gives agents maximum control over their listings while minimising the amount of non-core activity they need to do.

Mr Potts said the process begins with Gungahlin agents delegating their copywriting to an in-house staffer.

“From the person who writes it, it goes to the agent who makes any relevant changes, and then we have our marketing team in our corporate headquarters that also reviews it to make sure that they’re happy with the way that it reads,” he said.

Mr Potts said he takes pride in his listings since they give him the best chance to achieve the highest price.

“To get the best possible buyer in the marketplace, you’ve got to put a bit of effort into the ad writing,” he said.

According to Mr Potts, the property gained further exposure thanks to two other parts of Independent Property Group’s system – an in-house magazine called Move and in-house portal known as Perspective.

The fortnightly magazine costs the agency about $70,000 a year to publish, while the portal contains listings and property advice and is linked to the agency’s social media channels.

“Perspective just helps to get that exposure a little bit wider than what you might get if you just went print and online, since you get that social media exposure as well,” he said.

[Related: In-house magazine is agency's ‘best referral tool’]

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