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The independent agency notched up the highest total value of sales and number of listings in REB’S 2022 Top 50 Sales Offices rankings.
According to REB’s data, South Australia-based Harris Real Estate recorded over $1.4 billion in total sales volumes across 2021 (up from over $1 billion in 2020) and 2,650 listings.
It sold over 2,200 properties last year, the second-highest among the top 50 sales offices appearing in this year’s rankings, while its ranking lifted from 14 to 12.
The REB Top 50 Sales Offices rankings data is compiled using a range of indicators, including sales volumes, settlements, listings, and an efficiency rating that is determined by the ratio and sales support staff.
Speaking with REB, managing director Phil Harris said the agency’s success and improvement in performance were driven by a team that was prepared for the excess of sales.
“We’ve worked very hard over the last five years, particularly around our skill set and training, so I think we had a sales team that was prepared to take advantage of the marketplace,” he said.
The agency’s team focused on building their personal brand within their community as well as their network, which fostered trust between them and their clients, Mr Harris added.
“At the end of the day, people sell with people, not companies,” he remarked.
“Our team has done a good job of building their personal brand and each of their specific marketplaces so that they became the preferred or go-to agent when people were thinking of selling.”
Mr Harris also attributed the surge in sales volume and other key metrics in the rankings to a booming property market but underscored the importance of a skilled team to capitalise on the strong market.
“At the end of the day, it’s great to have a really strong property market but if you haven’t got the team to actually go out there and convert the business, it makes it difficult to take advantage of it,” he said.
Mr Harris emphasised that leadership is critical to operate an effective real estate agency to provide a platform for staff to perform at their optimal levels.
“Secondly, it’s crucial to have a compelling vision for yourself and your team members,” he said.
“Embedding strategies and a team structure will get everyone engaged and excited about the direction of your company.”
Harris Real Estate has also been training and upskilling staff, including on the use of technological tools.
Like many other agencies around Australia, Harris Real Estate fast-tracked its transition to a digital business and used cloud-based platforms, digital signatures, and video conferencing tools such as Zoom and Microsoft Teams.
However, Mr Harris said the focus was not just on the adoption of these tools but training his staff to engage with technology.
“Everybody has got all of the tech tools available to them but the secret sauce lies in getting your staff trained, skilled, and engaged to maximise the use and benefits of those platforms. I think our strong point has been rolling out the tools and providing training to use them well,” he said.
The agency, which currently operates across five offices in South Australia, intends to open additional offices and grow its market share in 2022, according to Mr Harris.
To download the full REB Top 50 Sales Office rankings and report, click here.
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