A Sydney agency has marked a decade of growth with two experienced directors at the helm, developing a deliberate marketing and branding strategy while fostering opportunities for internal promotion.
Raine & Horne Marrickville | Dulwich Hill has marked a decade of sustained growth in Sydney’s Inner West, doubling its rent roll and increasing the number of listings and sales volumes it achieves annually.
In 2016, directors Paul Signorelli and Filippo D’Arrigo, both longtime members, joined the ownership group of the business to overtake its full-time day-to-day stewardship.
Signorelli said the group’s strategy was focused on the fundamentals: prospecting, client service, following up, investing heavily in training, accountability, and marketing, and appointing a dedicated marketing manager.
According to Raine & Horne, the agency’s success included being the first Australian real estate company to integrate predictive sales technology powered by artificial intelligence (AI) into its marketing operations, launching Amplify in 2017.
D’Arrigo said the group’s marketing strategy also included combining property showcases, video content, market updates, team features, local community stories and public relations.
He said the broad mix of content enabled the agency to build connections with local businesses, residents, and the entire community while promoting listings.
Additionally, the Marrickville | Dulwich Hill business was the first in the network to roll out a major rebrand in 2024, in a bid to signal that the agency was evolving with the Inner West area.
The rebrand was completed alongside an office renovation, which Signorelli and D’Arrigo said was designed to reflect stronger brand recognition, increased enquiry, and a renewed sense of energy within the team.
“It also gave our clients and our people a clear message that we’re investing in the future and setting the standard locally,” D’Arrigo said.
According to Signorelli and D’Arrigo, the business also decided to focus on its people and career pathways that underpinned long-term staff retention, resulting in consistent systems and performance across all departments.
“Our immediate priorities were pretty clear – continue to evolve as a business that was predictable in its performance, not reliant on a few individuals, but built on strong processes and a shared culture,” D’Arrigo said.
Signorelli said clarity around career development was essential as it meant everyone knew where they were headed in their roles.
“It’s not about perks; it’s about purpose and progression,” Signorelli said.
D’Arrigo said the pair was proud of their legacy of promoting internal growth, including bringing long-time member Robert Alihodzic into the business as a shareholder in 2021.
“It shows the team that there’s a genuine future here for those who want to build a long-term career,” D’Arrigo said.
As part of their branding strategy, D’Arrigo and Signorelli strategically incorporated Dulwich Hill into their trading name in 2024 to show they were deeply embedded in the area and better reflect their market presence.
“The change reinforces our commitment to the local community, improves the clarity for our clients, and strengthens our positioning with vendors and landlords across both suburbs,” Signorelli said.
The pair said the success has translated to auction outcomes, with the team achieving a 78 per cent clearance rate at in-room auctions in April, and 9 of 13 properties selling after strong bidding.
Signorelli said the group didn’t leave outcomes to chance, instead developing deliberate and targeted campaigns in the lead-up to auction day.
“In a tougher market, a 78 per cent clearance rate isn’t accidental,” he concluded.
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