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Ray White Upper North Shore achieved the second-highest total sales value in REB’s Top 50 Sales Offices rankings.
The agency’s sales value exceeded $1.3 billion from 753 listings and 619 settlements in 2021, according to the rankings data.
The REB Top 50 Sales Offices rankings data is compiled using a range of indicators, including sales volumes, settlements, listings, and an efficiency rating that is determined by the ratio and sales support staff.
Ray White Upper North Shore director David Walker attributed the agency’s sales volumes to a robust property market, with average days on market dropping to an all-time low of 16 days.
“In a market where vendors could really capitalise on the high buyer demand and rising house prices, they were trusting branded agents,” he said.
“There was a flight back to quality and a move to bigger brands because people wanted to take advantage of the booming property market and didn’t want to leave any money on the table.”
The agency has also employed a customised social media strategy and marketing campaign for each property based on buyer demographic and specifically targets an area of interest to boost property advertisements.
“We tailor our strategy depending on where we think our buyers are coming from, including the specific property and price range in that area,” Mr Walker explained.
In addition, the agency sends a co-branded magazine to the Lower North Shore Ray White Office, where the majority of the buyers are sourced.
“We’re moving buyers within the area to suburbs they may not have necessarily considered, and maximising the number of people eyeing all the properties we have on the market,” Mr Walker said.
“I think a lot of agents may be using traditional methods of selling and taking pictures hoping that buyers will show up but these days you need to have a specific strategy that targets buyers.”
As COVID-19 restrictions rolled in, Ray White Upper North Shore ensured that it followed protocols to protect buyers and vendors while managing to create competition through online auctions, he added.
“We had almost 100 per cent clearance rates with our online auctions while one of our properties sold $800,000 over reserve,” Mr Walker said.
In addition, the agency offered buyers virtual inspections and appraisals and online videos with updates around their activities.
Mr Walker said the agency is aiming to use its database to match buyers with properties that could fall outside their original scope.
“We’re interacting with other offices to be in tune with where the buyers are coming from and matching them with properties even if we have not met them,” Mr Walker said.
To download the full REB Top 50 Sales Office rankings and report, click here.
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