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Not many agents would feel comfortable baring their business on national TV, but this director has done it, and believes there’s no need for agents to be wary of such media attention.
Richard Matthews Real Estate director and auctioneer Matthew Everingham was recently followed around by journalist Sarah Abo, and a camera crew, every Saturday for a four-week period.
It was then packaged up for a 60 Minutes episode titled “Boom and Doom” — a peek inside what’s been touted as the “fierce property wars” that were taking place across Sydney prior to the city’s current lockdown.
According to Mr Everingham, his decision to collaborate with 60 Minutes and take part in the story stemmed from the belief that “it would be a wonderful opportunity to bring a nationally recognised and respected news program to the inner and south-west of Sydney”.
While many people would balk at the idea of being followed around all day by a camera crew, the director said “it didn’t feel like the crew were even there”.
“They were fantastic in the sense that I was still able to do what I needed to do for my vendors with them seamlessly working in the background. I enjoyed sharing insight with reporter Sarah Abo and letting them experience what we do here at Richard Matthews Real Estate,” he revealed to REB.
Since airing, he said feedback on the story has been “monumental — from clients, friends, family and our community”.
“The messages throughout the report for vendors in particular were very positive and everyone I have spoken to thought it was a very well-versed story and true reflection on the current real estate market,” Mr Everingham commented.
“We are fortunate that our brand stands out, so the recognition throughout our market has been astronomical.”
His experience on the national television show has led him to express the belief that agents should not be wary of media coverage — provided they “are very transparent in the way they do business and their values align with what a professional 2021 real estate business should be”.
His one piece of advice to agents who are willing to take the plunge into TV? “Ensure you have a comprehensive understanding on the scope of the story.”
ABOUT THE AUTHOR
Grace Ormsby
Grace is a journalist across Momentum property and investment brands. Grace joined Momentum Media in 2018, bringing with her a Bachelor of Laws and a Bachelor of Communication (Journalism) from the University of Newcastle. She’s passionate about delivering easy to digest information and content relevant to her key audiences and stakeholders.
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