News
Issue No. 62 - December/January 2011
LJ Hooker star startup keeps customers in focus
LJ Hooker Aberfoyle Park opened at the beginning of March 2010, originally with just principal, Scott Ellis and a part-time sales and marketing coordinator.
It was hardly an auspicious time to open a real estate agency, but in 18 months the team has grown to include Scott, three sales agents, a sales and marketing coordinator, a receptionist/ office administrator and a property manager.
Recognised as South Australia’s best new agency in the recent Real Estate Institute of SA awards, the business expects to have a further three sales agents in the next six to 12 months.
“I’ve always had the view that you should start the way you intend to finish,” Scott says. “I put good processes and practices in place from the outset and I’m pleased that I did because the market started to flatten within a few months of opening.
“There’s no doubt in a tougher market you have to work harder as people are lacking confidence and are less willing to want to sell and buy property. “The market downturn just made us even more focused on outstanding customer service, innovative marketing, the comprehensive use of technology, and realistic and accurate pricing of property – that’s obviously a lot to juggle at a time when you’re also trying to establish the business, build your profile, recruit staff that are a ‘good fit’ and grow market share.
“Realistically pricing property has become even more critical in the past 12 months or so and I see it as the role of a good agent to help vendors understand the price expectations of the market so we can help them to move.
“Having experienced somewhat of a ‘baptism of fire’, I think we’ve put a good foundation in place for the future although I’m mindful there’s always scope to keep improving and growing. Property is cyclical and there are signs that confidence is beginning to return to the market. When it does, we will hav...
