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LJ Hooker has expanded its footprint in Sydney’s western region by opening a new office in Parramatta and rebranding as LJ Hooker Parramatta|Granville|Guildford| Merrylands.
Led by the experienced principal, Joe Bechara, the new Parramatta office expands the existing network of LJ Hooker in Granville, Guildford, and Merrylands.
Bechara began his real estate career in 1988 at just 19 years old, joining an independent real estate agency in Granville, which soon rebranded under the LJ Hooker banner and expanded in Guildford and Merrylands.
Bechara said the timing of expanding into Parramatta was right as the suburb is widely regarded as Sydney’s second CBD.
“This is something that has been on my mind for many years, but I did have to have a long, hard think about it as I have a very strong business in the surrounding suburbs,” Bechara said.
“Parramatta is a very different market and will be crucial to the longevity of our business and growth,” Bechara said.
Parramatta continues to thrive as a major business and lifestyle hub, with the recent opening of the 12-kilometre Parramatta Light Rail connecting Carlingford to Westmead via the CBD.
The area is also home to government agencies, corporate headquarters, and a bustling hospitality scene.
With over 50 real estate groups already operating in the area, Bechara said the competition is fierce but believes the LJ Hooker brand will give them an edge to resonate across all demographics.
The new office, located on the sixth floor of a commercial building in the heart of Parramatta, breaks away from the traditional shopfront model.
“Shopfronts still have value, however, and we have noticed that the number of walk-in enquiries at our other offices compared to 15 years ago has dramatically changed,” Bechara said.
“The Parramatta CBD is a different type of location so, most likely, enquiries will be driven by other means.”
Bechara said Parramatta’s unique commercial and residential offerings made the new office a key focus for long-term growth.
“The commercial sector is massive; there are a lot of high-rise apartments, and there are exciting premium residential markets in neighbouring areas, such as Oatlands and Carlingford,” Bechara said.
While high-rise apartments dominate the local landscape, Bechara said his team is exploring innovative strategies to enhance their presence, including investing in rental property management.
“A lot of agents get sales because they have been managing the property, so we are working hard to purchase and organically grow our rent roll,” he said.
Bechara also said that the agency will prioritise digital marketing, include a space for in-room auctions, and dedicate efforts to engaging with the Parramatta region.
“This is not a short-term project; this is something that we are committed to building over the next 10 to 15 years.”
LJ Hooker’s head of network, Chis Keating, said that Bechara has made a bold move opening the office in a high-growth, highly competitive region.
“It would have been easy for Joe to sit back and enjoy his successes, but instead, he is striving to conquer an important and dynamic market that is integral to Sydney,” Keating said.
“Parramatta is an exciting place to live and work, and we are thrilled that LJ Hooker will be offering residents, investors and commercial businesses a service they know they can trust.”
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