‘Patience, perseverance, and bloody hard work’ sit behind this director’s success

Suzanne Hibberd, the director of Abode Property Agents, has been in the real estate industry for over 30 years. 

But the top-ranking agent, who has consistently ranked in REB’s different award categories including top women in real estate, top agents in NSW and Top 100 Agents Australia-wide, divulged that she had to build her sales experience from the ground up. 

“I started my career as a veterinary assistant and then moved into IT, where I was approached by one of the top-selling agents in Cronulla at the time. 

“I had no experience in sales, but I would say I had the gift of the gab,” she stated.

Her bold move to pursue a career towards real estate paid off, as she was the number one salesperson in the office during the first quarter of being a sales agent.

“It came as a surprise to me as I had no sales experience. What I did have was a strong work ethic and the determination to succeed,” she recalled.

As her career progressed, Ms Hibberd said that her definition of her job also evolved.

“Being an agent is not a full-time job; it is all-consuming. It’s more than a career; it’s a lifestyle. If you are looking for a nine-to-five job, this is not it! The phone is always on, 24/7,” she professed. 

“To me, representing someone with the sale of their home, investment or project is an honour. They are trusting you with their largest investment. This is not something I take lightly,” she added. 

When it comes to finding work/life balance, Ms Hibberd shared that it’s all about “learning to roll with the punches”. 

“I would say most agents find the work/personal life balance a struggle. We can’t just disconnect from our phones, as that is simply not how we get our job done,” she stated.

Like many others, she has learned to juggle her work with her family life throughout the years, with her career eventually becoming a family business — details she had shared in a previous episode of The Wire.

“My son was four weeks old when I purchased my first agency in Cronulla. He would have to come along to my open for inspections in a capsule. Flash forward, 21 years later, my youngest son, Braith, is now working with me,” she said. 

While the southern Sydney agent has a total value of $402 million in property settlements under her belt as of June 2022, she gave a behind-the-scenes look at a project she is particularly proud of. 

“The epitome of my career would have to be representing the esteemed development group, Helm Properties. I have had the honour to represent Helm six times now. 

She further shared that their building in Dolls Point is her “greatest achievement” so far.

“After many years of building up my downsizer database, over one weekend, I met with 89 groups at the onsite display suite, prior to the public launch. 

“Over the Saturday and Sunday in August 2018, I sold $44 million worth of apartments. It is commonly referred to as the most successful launch of a project in 2018,” she proudly stated. 

She credited her success to keeping herself up to date with the latest industry trends, emphasising that the devil is in the details when it comes to the real story behind industry trends.

“Staying up to date with what is going on in the industry is so important. I have subscribed to newsletters from industry favourites such as REINSW and REB.

“These platforms share the latest news and market trends. I don’t refer to the news in relation to the property market as I do not find their representation of the market to tell the full story. There are many markets within the property market, and we can’t just lump it all together,” she explained.

Talking to agents and building a strong relationship with her clients as well as the local community played a big role in the strong numbers she delivers, the agent revealed.

“I am a Cronulla local, so my relationships and network are vital players in my success. Some of my clients I have represented several times, all of whom I often run into up at Woolies or down at the beach. 

“My reputation is everything to me, and a great reputation is not something that just comes overnight. This is something I have built over my 30-plus-year career,” Ms Hibberd explained. 

She also disclosed that while she sells a wide range of property types at different price points, she is selective about what and who she will represent. 

“I want to bump into past purchasers and have them happy to see me, raving about the fantastic property they purchased. Networking and building relationships is vital in this industry; if you just be yourself, I think building this up comes naturally,” she said. 

She also advised new agents not to be intimidated by those who are long-time players in the field. 

“Some young agents see other local agents as their enemy, where in actual fact, we should all be friends working together. I am often calling other licensees to see how they are finding enquiry levels, numbers through open for inspections and how sales are moving,” she remarked. 

While she acknowledged that women are still facing challenges when it comes to gender equity in the industry, she gave her personal take on why she believes it shouldn’t “make much of a difference if you are a man or a woman” working as an agent. 

“I think it comes down to the person and their particular personality. Of course, some vendors would prefer a male agent but there are just as many vendors that would prefer a female agent to represent them. The focus should be on an agent’s capabilities and track record more than anything else,” she stated.

Ms Hibberd highlighted how women’s representation in the industry has increased over her three-decade run in the sector. 

“The real estate industry has advanced beyond belief. Historically, the sales industry was mostly male-dominated. Today, I would suggest in the Shire and St George areas the number of female agents has continued to increase. Female agents are now represented strongly in this career choice,” she commented.

Ultimately, she envisions that the industry will continue to make strides in progressing gender equity.

With the industry making huge advancements in other aspects such as marketing, she expressed her belief that the sector will also see the same pace of development in gender equality. 

“I do believe the industry in the past perhaps 15 years has really evolved with women taking up positions as decision makers, which is certainly paving the way for the next generation,” she stated.

On that note, she offered some words of wisdom and encouragement to women who are looking to build a career in real estate. 

“This industry is hard. There is no denying that. If you are eager to succeed and willing to put in the hours, this industry can be very rewarding.

“I won’t sugarcoat it; the results do not come along easily. It takes patience, perseverance, and bloody hard work to get your foot in the door,” she stated. 

She also advised seeking a mentor with similar core values. “I often say to my team, ‘You aren’t learning when you are talking’. Absorb as much as you can from someone that is doing what you want to do. Align yourself with an agent that you look up to. There is no shame in asking for guidance; in fact, I encourage it,” she concluded.

To hear more from Suzanne Hibberd and her experiences, make sure to check out her episodes in The Wire below: