The top-performing agent in the REB Top 50 Agents Queensland 2022 rankings has maintained his lead not just by understanding his market but also by becoming an adviser to his vendors.
McGrath Estate Agents’ licensed real estate agent Alex Jordan has assumed the number one position for the second consecutive year in Queensland, after his total dollar value of residential property settlements jumped by almost 53 per cent between 2020 and 2021 to $246.1 million.
Focusing largely on riverfront and luxury homes in the inner western suburbs of Brisbane with average sale prices ranging from $2 million to $10 million, Mr Jordan sold 130 properties in 2021 (up from 97 in 2020), while his average days on market declined from 45 to 40 days in 2021.
Mr Jordan attributed his successes to favouring a client-centric approach over a transactional one, and acting as a consultant and adviser for his vendors.
“When we meet with clients, we advise them selflessly for their benefit. It’s not always about the sale,” Mr Jordan explained to REB.
“Sometimes that advice may be not to sell their property. Many people that we spoke to early last year were considering selling but we advised them against it because we saw the strength in the market.
“That advice turned out to be very profitable for them because we eventually ended up selling the majority of those properties later in 2021 and most of those vendors benefited by several hundreds of thousands of dollars.”
Know your area well
Alongside this, Mr Jordan said market knowledge around his geographic areas of focus in Brisbane enabled him to advise vendors and buyers with confidence, which has allowed them to make appropriate decisions.
“We know the market very well in this area, as well as the properties and businesses. We know the owners in that area. We know everything about it, including the schools and other amenities,” he said.
Mr Jordan also has acumen in construction, zoning, and design and how each of those elements contributes to a property’s appeal.
“I think it’s important for agents to have intimate knowledge about the property, including the land and how much it costs per square metre, zoning of blocks, and what can be built on certain blocks,” Mr Jordan asserted.
Further knowledge about the intricate details of a home is also vital when interacting with vendors and buyers, he added.
“Having an understanding of construction costs and the different materials used, and drilling down on the details like what stone is used in the kitchen, or what tiles and light switches are used in the property, and knowing their costs is beneficial when the time comes to deal with buyers,” Mr Jordan said.
“If the agent doesn’t have that in-depth knowledge of the product, they’re not able to convey the benefits of that home and maximise its value.”
Zero in on your area
Mr Jordan advised other agents to develop a geographic focus for their agency and build their knowledge around that area to succeed in their profession.
In addition, he encouraged agents to create a robust brand and profile, which should be done through “several layers”.
“Communicate with your community or property owners via digital marketing or social media marketing so that when the person who lives in your area considers selling their property, they think of you because you’re visible and a household name,” Mr Jordan said.
“It’s important to focus on that brand awareness and building a profile of credibility and integrity because consumers will gravitate towards agents who operate in that manner.”
Mr Jordan said he is aiming to build market share and relationships with the community in his areas of focus in Brisbane this year.
He was also quick to adapt to the rapid changes during the COVID-19 crisis by allowing prospective buyers to inspect properties through video walk-throughs by using their phones and gimbals.
Indeed, these tools allowed both interstate (Sydney and Melbourne) and overseas (Singapore) buyers to purchase properties in Brisbane sight unseen.
“We would spend 45 minutes to an hour doing video walk-throughs in every room, explaining the features and benefits of the property, which helped us seal a lot of deals,” Mr Jordan said.
To see how Alex Jordan performed across the key metrics in the rankings and who else made the list in Queensland, click here.
To find out who placed in the REB Top 50 Agents South Australia, Western Australia, Victoria, and NSW this year, click here.