Login
iscover
A professional transitioned from a long career in public relations to real estate, successfully leveraging transferable skills to build a thriving multi-office property business.
LJ Hooker Pinnacle Property sales director, Stuart Whyment, has revealed what prompted his decision to switch from public relations to real estate after previously working on advertising campaigns for the network.
Whyment, once a public relations consultant in Sydney, eventually became the franchise owner of what was formerly LJ Hooker Glenorchy, in Hobart, now LJ Hooker Pinnacle Property.
As a PR consultant, he initially worked on LJ Hooker campaigns for around 15 years, both with Holt Public Relations and with his own agency, Whyment Consulting Group (WCG).
During his PR career, he worked on LJ Hooker’s successful ‘Nobody Does It Better’ advertisements, which first aired in 1987, and found that the campaign resonated with the Australian public.
Feeling inspired by the industry, he studied for his real estate licence in Sydney before relocating to Tasmania, ready for a career change.
“At the time, LJ Hooker Glenorchy had only a two per cent market share while its biggest competitor had a 35 per cent share.”
“The office had three salespeople and a property management division comprising 80 properties.”
Following his career switch, Whyment purchased LJ Hooker Glenorchy in 2002 with Penny Higgs.
The pair established and grew LJ Hooker Pinnacle Property to service Hobart and its surrounds.
In the past two decades, the business has expanded with additional offices in Hobart City, Glenorchy and Kingston Beach, and its rent roll has grown to a peak of more than 900 properties.
Recently, Whyment and Higgs sold the property sales department of the business to their colleagues, Simon and Taya Parsons, as they approach retirement early next year.
However, Whyment and Higgs still currently own and operate the property management side of the business, focusing on expanding their existing client base.
According to LJ Hooker head of network Australia, Chris Keating, real estate is attractive for many people considering a career change.
The industry is particularly ideal for those with backgrounds in sales, business or trades, who bring transferable skills such as communication, negotiation and problem solving.
“Stuart’s background in public relations meant he knew how to listen and connect with people, while also having an in-depth knowledge of the importance of marketing,” Keating said.
He added that Higgs’ background in law and marketing background also proved to be an asset, allowing the pair to strengthen the network’s presence in Tasmania.
“Career changes often bring fresh perspectives and innovative ideas, and these broader skill sets help us to stand out in a competitive market,” Keating said.
Whyment said that the Hobart real estate business has changed since he initially purchased LJ Hooker Glenorchy.
For example, one of the first properties he sold in 2002 went for $80,000, but today the same home is valued at $700,000.
In addition, he said the city had become more refined with chic restaurants and an attractive outdoor lifestyle.
“We get a lot of business coming down to us from interstate investors and, for us, the reputation and systems are an important part of the network,” he concluded.
You might also like: [Greater Hobart office reveals new leadership duo]
ABOUT THE AUTHOR
You are not authorised to post comments.
Comments will undergo moderation before they get published.