Real estate teams wanting to elevate their profile and achieve wide-scale growth must prioritise customer experience, personalise their buyer communication, and continually challenge themselves. Here’s how to do it.
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The real estate industry is becoming increasingly competitive. The agents at the top of their game are putting customer experience and tailored communication strategies at the centre of their business strategy.
During the inaugural New Agent Academy in Brisbane, Place Estate Agents managing director, Sarah Hackett, said the key to success was building lasting client relationships and stepping outside comfort zones, resulting in a stronger client database.
Hackett said her early experience of watching her mother’s customer service skills in hospitality inspired her to build her business on the same foundation.
“I watched a woman who was impeccable at the art of customer service, and she didn’t try; she wasn’t fake, it was all about just wanting people to enjoy the experience,” she said.
When she established her agency, Hackett said she was constantly committed to making the customers’ experiences better in a bid to generate numerous referrals.
“I’ve spent 20 years getting to know some of these clients that have been a game changer recently for me.”
Hackett said that maintaining good service meant keeping sellers updated on all matters regarding the campaign and prioritising ongoing communication.
“It’s all about making sure whatever the customer experience you’re doing, you’re sharing that with the client.”
As another major lesson she learnt throughout her career, Hackett said she always tried to get out of her comfort zone by constantly seeking growth.
After pausing to reflect in 2019, she realised that she had been doing business the same way, had the same number of offices, and was charging the same fees for nearly six years.
“I was doing the same pitch, my presentation to my clients was a couple of years old – you should be refreshing that every year with new ideas,” she said.
Hackett said it was dangerous for agents to be in their comfort zones, given that stagnation didn’t make anyone successful.
“If you stay the same, you will gradually drop off the radar. You won’t be as successful as you were if you were gradually improving,” she said.
“At this point, I am working, I’m doing great fees, I’m selling great houses, I’ve got a great team, I’m running Place New Farm, which has tremendous turnover. I’m kicking goals, but I am really improving gradually,” she said.
One scenario that pushed Hackett out of her comfort zone was in 2019 when she was called by top Brisbane property developer, Kevin Seymour, who wanted her to sell his luxury off-the-plan New Farm development.
She had no prior experience in that market segment and said Brisbane apartments had performed poorly for years prior, adding to the challenge.
Hackett said the process was longer and more difficult than a simple listing campaign, taking four years until completion and requiring her to establish long-term relationships with buyers.
However, she said this enabled her to gain valuable connections, ultimately doubling her income and raising her profile in the prestige property market.
“It got me on the map, places that I’d never get on the map. So that was the first experience for me that just really pushed me out of my comfort zone,” she said.
Selling the development had a double effect, helping Hackett realise the value of databases and of tailoring the client experience to provide strong service.
Hackett said her team kept the database process simple, taking note of the different buyers at open homes and details about where they are in their personal lives, ensuring she can find the right buyer for her listings.
Her database allows the top agent to execute targeted campaigns.
“I’ve got 9,000 buyers in my database, can you imagine if I sent a just sold text to 9,000 people that I sold a $3 million house and they wanted a $12 million penthouse?”
“Let’s just do six texts that are a little bit different and really hone in and make people feel like you’ve sent it. That was a game changer for me,” Hackett concluded.
Interested in becoming a real estate or buyer’s agent? Join REB’s New Agent Academy
One of the industry’s key education and networking events, it connects early-career agents with some of Australia’s top performers, offering real-world insights to help fast-track your success.
Whether you’re breaking into the industry, building momentum in your first few years, or looking to sharpen your edge in a competitive market, the academy is designed to give you the tools to get ahead.
To secure your free tickets to the REB New Agent Academy, click here.
REB New Agent Academy locations and dates: Brisbane – 28 May, Melbourne – 5 June, and Sydney – 12 June.
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