HOME AND AWAY

RAY WHITE is a house­hold name in Aus­tralia and New Zealand, with a grow­ing net­work in In­done­sia, In­dia, Malaysia, Pa­pua New Guinea, China, the Mid­dle East and At­lanta, USA. Group Di­rec­tor Dan White spoke to Elite Agent about the sim­i­lar­i­ties and dif­fer­enc

Elite Agent - - CONTENTS - with Dan White, Ray White Group

RAY WHITE re­mains a fam­i­ly­owned busi­ness, cel­e­brat­ing 116 years in 2018, whose ac­tiv­i­ties span res­i­den­tial, com­mer­cial and ru­ral prop­erty plus live­stock, ho­tels, marine, prop­erty man­age­ment and prop­erty funds in­vest­ment. In the last fis­cal year (2016-17), Ray White sold over $44.7 bil­lion worth of prop­erty. Ray White Group Di­rec­tor Dan White said the in­dus­try drivers in most Asian coun­tries are very dif­fer­ent to Aus­tralia and New Zealand, be­ing more of a bro­ker­age mar­ket.

“Most mar­kets op­er­ate in an open-listed en­vi­ron­ment, with ven­dors pre­fer­ring to list their prop­er­ties with mul­ti­ple agents. Ven­dor mar­ket­ing is not a fea­ture of the mar­ket, nor [are] auc­tions or other mar­ket­ing- driven sales meth­ods. Agents fo­cus on de­vel­op­ing re­la­tion­ships with buy­ers and match­ing them to avail­able stock,” Mr White said.

“One of the big at­trac­tions for agents to be­long to Ray White in Asia is that we bring a very

long his­tory and com­mit­ment to an in­dus­try that is de­vel­op­ing there. In do­ing so [we are] cre­at­ing a shared com­mit­ment and iden­tity.

“While the method of sell­ing is quite dif­fer­ent, of­fice struc­ture and busi­ness lead­er­ship is con­sis­tent, and we find that our busi­ness lead­ers in the Asian mar­kets share the same is­sues and op­por­tu­ni­ties as our lead­ers in Aus­tralia and New Zealand.

“In­side our Asian busi­nesses, much of the sys­tems are the same. Our CRM and brand­ing is con­sis­tent, and they are start­ing to use [our bro­kers at] Loan Mar­ket. Our sales and man­age­ment train­ing is also ap­pli­ca­ble.”

HONG KONG

“One thing is we have learned from our Hong Kong team is the abil­ity to sell prop­erty to re­mote buy­ers who may never go and see their new prop­erty.

“It’s pretty amaz­ing in Hong Kong to think that our sell­ing prin­ci­pal, James Li, has cre­ated a showroom to fea­ture Aus­tralian prop­er­ties and many of his lo­cal buy­ers don’t go and see their apart­ment in Bris­bane, Syd­ney or Mel­bourne. They have faith in our brand and [in] James that we’ll look af­ter them and their as­sets through prop­erty man­age­ment af­ter the ini­tial sale trans­ac­tion.

“James Li in Hong Kong is seen as the Aus­tralian ex­pert, and our cus­tomers know we will stand be­hind our team and the prop­er­ties we mar­ket.”

NEW ZEALAND

Mr White said the New Zealand mar­ket was very pro­gres­sive and “as de­vel­oped, if not more de­vel­oped, than the Aus­tralian in­dus­try”.

“So many of our Aus­tralian busi­ness own­ers reg­u­larly travel to New Zealand to learn about how they do busi­ness. There is so much for them to learn there,” he said.

“The New Zealan­ders gen­er­ally have larger teams, which al­lows more ca­pac­ity to pro­vide a deeper level of ser­vice to their cus­tomers.”

There are also dif­fer­ent in­dus­try drivers in New Zealand re­lat­ing to in­dus­trial re­la­tions pol­icy, which has led to big­ger busi­nesses with the re­sources to rein­vest in their teams and their cus­tomers.

IN­DONE­SIA

Ray White In­done­sia CEO Jo­hann Boyke Nur­tanio said lo­cal agents prospect and de­velop re­la­tion­ships with their data­base, the same as in Aus­tralia.

“They un­der­stand the im­por­tance of re­fer­ral. Some cre­ative agents mar­ket­ing in­ter­na­tional projects may en­cour­age their clients to re­fer their friends for a fee,” he said.

“For ex­am­ple, a client will get a re­fer­ral fee of up to 10 per cent in for­eign cur­rency for the suc­cess­ful re­fer­ral of an­other client.”

Mr Boyke Nur­tanio said Ray White’s top agent in Bam­bang, who spe­cialises in mar­ket­ing in­ter­na­tional prop­erty, de­rives as much as 30 per cent of his sales from re­fer­rals based on this pro­gram. “The In­done­sian se­cret to suc­cess is rooted in hu­man tal­ent, the right hu­man tal­ent.”

Mr Boyke Nur­tanio’s ad­vice to Aus­tralian real es­tate agents was to be dis­ci­plined in their work.

“Dis­ci­pline is a value that we all be­lieve in. One of our prin­ci­pals, Aldila Wi­bowo of Ray White CBD Jakarta, gets up at 5am ev­ery morn­ing and is al­ready at the of­fice by 6am. She will then swim and be ready for her day by 8am. She leaves for home at 8pm at the ear­li­est. She is a liv­ing ex­am­ple for her of­fice to em­u­late.”

Mr Boyke Nur­tanio said cus­tomised and per­son­alised af­ter-sales touches were im­por­tant fea­tures that Nataliya Lia of Ray White Ke­mang Premier lives by.

“Not only com­mu­ni­cat­ing through the phone, she also sched­ules lunch and din­ner meet­ings with big in­vestors once a month in or­der to up­date them re­gard­ing the prop­erty mar­ket’s con­di­tion,” he said. “She will also bring to their at­ten­tion which prop­er­ties are wor­thy for in­vest­ments.

“In ad­di­tion, she never for­gets to send birth­day cakes or ham­pers to her clients’ homes for the ap­pro­pri­ate fes­tive sea­sons such as Christ­mas, Chi­nese New Year, and Eid Mubarak (Mus­lim Cel­e­bra­tion Day). Fur­ther­more, af­ter she sells a prop­erty, she will treat her clients and their fam­i­lies [to] lunches or din­ners at five-star ho­tels.

“As for car­ing for those work­ing in the com­pany, Wil­son Ho of Ray White Pres­tige em­bod­ies that trait. He is well known for his car­ing de­meanour. Re­ward, recog­ni­tion, ap­pre­ci­a­tion and hu­mil­ity are the daily mantras in his of­fice.”

Mr Boyke Nur­tanio said Ray White’s In­done­sian net­work of 133 of­fices cel­e­brates ex­cel­lence in cus­tomer ser­vice in many dif­fer­ent ways.

“We award agents in dif­fer­ent cities, coun­tries and in­vite them as pan­el­lists and guest speak­ers dur­ing many events. For ex­am­ple, our top prin­ci­pal from Ray White Pres­tige Ke­lapa Gad­ing, Wil­son Ho, de­cided to re­ward ex­cel­lence in cus­tomer ser­vice by pre­sent­ing his sales­peo­ple with their awards in Hong Kong.

“Dur­ing a tour of three coun­tries, he sur­prised the win­ners by award­ing them the plaques with the City of Hong Kong as the back­drop.”

“One thing is we have learned from our Hong Kong team is the abil­ity to sell prop­erty to re­mote buy­ers who may never go and see their new prop­erty.” “The In­done­sian net­work of 133 of­fices cel­e­brates ex­cel­lence in many dif­fer­ent ways.”

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