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‘70% of the buying power’ sits with this top agent’s female clients

22 August 2019 Katarina Taurian
Nicole Carter and McGrath

One of McGrath’s newest recruits sees women as a key and growing group of buyers who are highly responsive to tailored marketing and service.

Earlier this week, McGrath Estate Agents Surfers Paradise announced the appointment of Nicole Carter, who moved from RE/MAX after 13 years.

Ms Carter, who keeps her focus local, said her key clients are families who want to live close to schools and have ready access to shopping centres and community centres.

In her years as a sales agent, Ms Carter notes the growing force of female buyers, particularly those in partnerships.


“Certainly the female is more of a decision-maker in a partnership,” Ms Carter told REB.

“I would say 70 per cent of the decision power is with the female.

“That works really well for me. I am a mum, and I can identify with a lot of the issues which are important to female buyers.”

In fact, Ms Carter has adjusted her marketing and communications strategy to suit this market of buyers.

“I’m pretty aggressive with my marketing,” she said. “I cater for my area, and consider things like… top tips for buying a property when you have kids and things you should look for as a parent.”

The bigger picture

Recent research from Raine & Horne suggests Ms Carter’s experience is representative of a national trend.

Data from a report, which you can read more about here, shows that property ads generated by digital social and search marketing tool Amplify are overwhelmingly catching the eye of Australian women (72 per cent) compared to men (28 per cent).

The Real Estate Institute of NSW (REINSW) also recently lobbied for more female representation on boards, in a bid to broaden talent pools in real estate and better reflect the mounting power and presence of female buyers.

Ms Carter has seen significant progress in female representation among sales agents in her 13 years.

“When I first started… I was the first female agent in the area. The rest were males. And now, 10 years on, there’s three top females and one male. It certainly has evolved,” she said.

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‘70% of the buying power’ sits with this top agent’s female clients
Nicole Carter McGrath reb
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