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For agents working in the nation’s most high-end markets, special skills are needed to provide the six-star service clients are seeking.
Avalon Beach, in Sydney’s Northern Beaches, is one of the city’s most affluent and sought-after locales. Lavish beachfront mansions look out over long stretches of golden red sand and cresting waves, with intimate boutiques dotted through the area’s sun-soaked streets.
For James Baker, principal and director of McGrath Pittwater, this pocket of Sydney is his home turf. A 27-year career in sales took him to Asia, Europe and the UK, before Mr Baker finally settled down in the Northern Beaches.
“The Pittwater area does include a high number of prestige properties,” said Mr Baker. “Whilst every client expects a high level of service, I think the prestige end of the market seek six-star.”
According to Mr Baker, top-of-the-game service is essential for winning over this discerning group of vendors and buyers.
“Your listing presentation and follow up needs to be exceptional, but also tailored so that it reflects each individual client,” said Mr Baker, who warned that “generic presentations and proposals will fail”.
Photography also needs to be “next level”, with every property coming with “high-quality video that is presented by the agent”.
But it isn’t all about bells and whistles: Mr Baker also sets his agency apart by high activity levels, expert negotiation skills, and a strong connection with buyers both on and off the public market.
This year, in fact, Mr Baker reported that McGrath Pittwater sold close to $80 million worth of property in off-market sales, a result he put down to the “proactive service we give our buyers”.
“Put simply, buyers will have a higher chance of finding their dream home with our agency,” Mr Baker said.
As Mr Baker looks forward to another year at McGrath Pittwater, he is not concerned about the property outlook for the local market, despite some foreboding predictions from national commentators.
He said: “We are expecting 2024 to be a more stable and balanced market” than the year that has been, with no dramatic trends.
“I believe the Upper Northern Beaches will continue to be a popular destination and I am expecting this area to slightly outperform the general Sydney market,” the principal said. “Quality property will continue to sell really well.”
Despite ambitious business goals – including breaking his record for GCI – Mr Baker has some more personal goals on the agenda too.
Having given up drinking in 2023 and noticed the health and energy benefits, Mr Baker plans to keep this up in the new year, while also spending more quality time with his family – including their newest member: a puppy.
Throughout 2023, Mr Baker was proud to see his team take on more responsibility and “deliver exceptional service to our clients”.
Looking forward, the principal is excited to continue to watch the McGrath Pittwater team grow and thrive under his guidance.
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