One of the industry’s best property management businesses has turned itself into a magazine publisher to help win more business.
Independent Property Group, which is nominated for four gongs at the Real Estate Business Awards, produces an in-house magazine for its seven offices as well as tradespeople, cafes and businesses around Canberra.
BDM Hannah Gill told Residential Property Manager the fortnightly magazine, Move, costs about $2,700 an issue, which translates to $70,000 per year.
However, it generates an annual profit of about $91,000 through ad revenue and listing inclusions, she said.
Ms Gill said the magazine contains standard rental listings, but that it has helped elevate the brand and deliver a necessary service to Independent Property Group’s clients.
“The purpose is to give out to prospective tenants and exhibitions to cross-sell our properties and for them to pick up at our various distribution points across Canberra,” she said.
Ms Gill said everything is handled in-house and that few resources are required.
“We have an in-house photographer and graphic designer and she basically compiles the listings, spending about two hours a fortnight working on it. Then she and I would spend about an hour each writing the copy,” she said.
Independent Property Group has been nominated for Property Management Business of the Year in the individual office category.
Ms Gill has also been nominated for BDM of the Year, while Renee Birk has been nominated for Metropolitan Property Manager of the Year and Annastasia Kenny has been nominated for Office Administrator of the Year.
The agency was also named Large Property Management Company of the Year at this year’s LPMA Awards.
Ms Gill said employee development is another key focus for the company.
“We’ve got our own registered training organisation as part of our agency, so all of our staff are trained in-house,” she said.
“We generally recruit people without experience so we can train them our way and grow that culture from the start.”
Independent Property Group has grown its rent roll by 100 per cent in the past four years, according to Ms Gill.