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Successful agents often spend years building local connections, but switching markets means hitting the reset button, a challenge one Sydney agent is currently facing as he rebuilds his network from scratch, he told REB.
After almost a decade of growing his own real estate operation in Sydney’s west and commuting back to his home in the east, Steven Barkho made the jump into the premium eastern suburb market.
“It was originally a lifestyle move for me,” Barkho told REB.
“For the last seven or eight years, I have been living in the east.”
“I thought to myself after I bought my house last year, that long-term, I wanted to work close to home.”
Having worked for Century 21 and McGrath in Western Sydney, in addition to forming Prime Estate Agency, Barkho brings his experience to his new role as an independent sales executive aligned with The Rubinstein Group (TRG).
He said that breaking into Sydney’s high-end property market has pushed him to rethink how he connects with clients, showcases his brand, and navigates a more collaborative sales environment.
Barkho, who has relocated to TRG’s Rose Bay office, said he was still adjusting to the way the premium property market operates.
“It’s been a completely different experience in terms of how in tune with the market people are here,” Barkho said.
“Everyone is very property-centric in this market.”
Barkho said the new demographic represented a fresh, new challenge.
“It’s interesting when you are selling for people that don’t really need to sell, as they are quite acute with what they want.”
Difference between markets
Barkho mentioned that a major change he was seeing in his sales process was the shift to a more collaborative environment when it comes to servicing Sydney’s premium suburbs.
“I think that because the deals are bigger, there are a lot more conjunction agreements in that space.”
“It’s more of a niche market.”
He said he has had to adjust to this more collaborative structure when it comes to dealing with the heftier price tags.
Despite having to adjust to a new market, Barkho said the fundamentals of real estate service remain the same: maintaining prompt communication, being transparent, and contributing positively whenever possible.
“Be responsive, everyone loves a quick response. When you are not responsive, in any market, I think you are going to struggle.”
“When you are willing to add value, you can connect with people really well.”
Barkho noted that his new market has been very different from the western suburbs, with buyers in the eastern suburbs eyeing strong development opportunities, as they seek to build a mix of luxury homes and duplexes.
Additionally, he said a key to selling in Sydney’s premium markets was not to “come across as too pushy.”
“They just want someone who understands their needs and is willing to get them the right level of interest by bringing the right, qualified buyers through,” he said.
How to make the switch
According to Barkho, any agent looking to break into the premium property market should “come in strong” with their personal brand.
“When you are switching markets, you really are starting from scratch to a certain degree.”
He said that pushing personal branding through digital and print marketing would help to establish agents as a player in their new market.
“Consistency makes the biggest difference.”
“It’s not going to be a walk in the park entering any market, let alone the most premium market in Australia,” he concluded.
ABOUT THE AUTHOR
Mathew Williams
Born in the rural town of Griffith NSW, Mathew Williams is a graduate journalist who has always had a passion for storytelling. Having graduated from the University of Canberra with a Bachelor of Sports Media in 2023, Mathew recently made the move to Sydney from Canberra to pursue a career in journalism and has joined the Momentum Media team, writing for their real estate brands. Outside of journalism, Mathew is an avid fan of all things sports and regularly attends sporting events across Sydney. Get in touch at
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