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Working hard with dedication and always being present for clients have seen Sally Cameron nab the top spot in REB’s state-based ranking this year.
The sales partner at Toop + Toop Real Estate secured the number one place in the REB Top 50 Agents South Australia/Northern Territory 2024 ranking.
Cameron also placed eighth in the Top 50 Women in Real Estate ranking, and rose from number 36 last year to 27 in the Top 100 Agents 2024 ranking.
While she sold fewer residential properties year-on-year (down from 93 in 2022 to 89 in 2023), her total sales value increased 5.6 per cent to $221 million during the 2023 calendar year.
“This is down to lots of hard work, dedicated hours, working in my clients’ best interests, and being accessible to them at all times,” Cameron told REB.
“I make sure that I look after my clients impeccably and get amazing results for every property I sell. As a result, 80 per cent of my business comes from referrals.”
Cameron specialises in both on-market and discreet off-market campaigns, and has a focus on selling properties privately off-market with speed by harnessing her buyer database and organising VIP inspections to showcase the properties.
“I deal with lots of business people and specialist doctors who enjoy the privacy of buying off-market so their property isn’t publicly displayed,” Cameron said.
“When we know that a property is going to suit a section of buyers, it’s worth maximising their buyer power with an off-market approach. The VIP inspections help them form an emotional attachment with a property.”
Despite selling properties off-market, Cameron explained that all her off-market properties are also listed on market.
She and her team take photographs of the property on the same day as the VIP open inspections and set the property live on the market three to 10 days following the inspection.
“This is a very powerful negotiation tool because buyers know it’s going to go on-market and open up to a new buyer pool. The off-market buyers have until that time to negotiate with only other off-market buyers,” Cameron said.
“If a vendor comes to me and says they only want an off-market approach, I won’t list it.”
The strategy has proved successful, with Cameron selling a property in North Adelaide off-market for almost $8 million in 2023, the highest residential sale price in the state.
Cameron sells almost 60 per cent of her properties priced above $3 million off-market, while her average off-market sale price is between $4 million and $6 million. The REB data revealed that her overall average sale price in 2023 was almost $2.5 million.
“I have more success selling expensive homes off-market than I do with lower priced homes because they are in and out of the market quicker than top-end properties,” she said.
In addition, Cameron and her team focus on nurturing buyers in their database, particularly if they are purchasing expensive properties because it takes longer to find their property of choice.
“Nurturing buyers is easier to do at the top end because they are not in and out of the market as quickly,” she said.
Cameron and her team build relationships by communicating regularly with these buyers to match them with properties based on their preferences, she said.
She also asks buyers to provide examples of sold properties they previously liked so she can match them with similar properties listed by her agency.
“I make sure that they understand how important they are throughout the process and that they definitely aren't overlooked,” Cameron emphasised.
Addressing new agents, Cameron highlighted that to flourish in real estate, they must concentrate on their own career without paying heed to what everyone else is doing.
“Secondly, if you ever make mistakes, ensure that you put systems in place so you only make them once,” she said.
Cameron concluded by urging agents to be honest and tell the truth because “it will catch up with you if you don’t”.
Click below to view the full REB rankings and reports:
REB Top 50 Agents South Australia/Northern Territory 2024
REB Top 100 Agents 2024
REB Top 50 Women in Real Estate 2024
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