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Investments in exclusive digital products were the catalyst for an experienced agent in a burgeoning regional market in NSW to switch networks and open a new office.
Sales agent Mel Watson is establishing a Raine & Horne office in Albury after an extensive career with several of the agency’s competitors.
Ms Watson said that part of her decision to switch was due to being impressed by the firm’s website and its digital offerings.
“The Raine & Horne website is very user-friendly,” Ms Watson said.
“Even our clients in the transition have commented about how easy it is to use the website.”
Executive chairman of Raine & Horne Angus Raine said that he was glad that Raine & Horne’s investments had enticed people to work with the group.
“Our focus on technology has established Raine & Horne as the fastest growing real estate firm in Australia, and I’m delighted that we’ll be working with Mel and her team to deliver our unique services to Albury,” the executive said.
Raine & Horne recently invested in Amplify, a digital advertising property platform, and DigiKit, an online interactive appraisal platform.
“Amplify uses Facebook, Twitter, LinkedIn, Instagram and the Google Ad network to target more active and passive buyers who are increasingly using social media platforms, and it supports our existing marketing channels,” the executive said.
Amplify achieved a click-through rate of 12 per cent for Raine & Horne offices in southern NSW. This compares to the average industry standard of 0.98 per cent.
DigiKit utilises data from CoreLogic and helps agents to build customised, on-the-spot statistics and property reports.
“The platform gives owners instant information at their fingertips, anytime on any digital device,” Mr Raine said.
For Ms Watson, another advantage of aligning with Raine & Horne was the reach of the brand.
“The fact that Raine & Horne has been in business since 1883 and is still 100 per cent family-owned and operated resonates with country people,” Ms Watson said.
“People trust the longevity of Raine & Horne which is known widely for its commercial integrity.”
Opening in time for autumn and winter, Ms Watson is optimistic about the marketplace.
“Albury’s affordability and accessibility to Sydney and Melbourne is a major attraction for investors,” the agent said.
“Apartments with all the mod-cons are earning yields of 7 per cent which are almost double Sydney yields of 3.7 per cent and Melbourne where investors can achieve income returns of 3.9 per cent.”
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