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Raine & Horne’s recruitment strategy that resulted in a record year

By Kyle Robbins
22 July 2022 | 10 minute read
Tina Ashton 2 reb

A newly appointed head of growth and updated goals for the 2021–22 financial year resulted in the real estate network adding 33 offices to its name.

When Tina Ashton was appointed as the brand’s head of growth, she was tasked with building out the network, adding new offices under the umbrella and hunting and acquiring fresh recruits.

This led to the Raine and Horne group opening 33 new offices throughout the last financial year, a record for the organisation, which was capped off by nabbing REB’s award for 2022 Training and Education Program of the Year.

“We are growing our office network by 10 per cent every year, which makes us one of the fastest growing real estate brands,” Ms Ashton said.

“The corporate network management team and I adjusted our network development focus in 2021–22, and this has played out in the talent we are attracting, whether its principals, sales agents, or property managers.”

Ms Ashton put much of their success down to attracting “more aggressive offices with young gun agents working for them who are making good money and winning more market share and taking over areas”.

As part of the expansion strategy, the network established offices in new areas, including five in the Hunter region that includes both a residential and commercial office in Newcastle’s heart, and added offices in key strategic markets within Sydney, Melbourne and Brisbane.

“In addition to our expansive growth in metro areas, we added specialist rural offices in South Australia, Western Australia, and NSW with our new Gloucester office already recognised as the lead office in the lower NSW Mid North Coast region,” Ms Ashton said.

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She said the brand’s offerings of both sales and property management, amongst a host of other benefits, were some of the main draw cards attracting new faces to the brand, particularly the number of young agents, which were the primary target of the network’s recruitment drive.

Its youthful recruitment focus means that prospective principals are able to see that the brand has “the training, processes, sales and property management systems in place, and abundant talent across the group”.

All of which, Ms Ashton believes, “are all attractions for the new generation of owners wanting to join us”.

Another key component of the network’s strategy last financial year was an emphasis on technology, particularly for its website SEO to garner more attention than their opponents.

“Our website is producing the best SEO results and more traffic than any of the major real estate brands, even those with twice as many offices,” she said.

Ms Ashton acknowledged that lead generation, delivered through artificial intelligence product Amplify, is important; however, she concluded that the most important factor is effort and consistency.

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