After a record year of growth, Raine & Horne reports that over 60% of independent offices that joined the major brand in 2021 indicated the decision would help them increase appraisals, listings, and sales.
In 2021 over 35 offices linked with the Raine & Horne Group across Australia, including 15 in Q4 2021 as the economy reopened.
Ms Tina Ashton, National Head of Growth & Network Manager at Raine & Horne, confirmed, “Many independents have recently joined us because as major brand we put them on the shopping list when vendors decide to sell.
“Vendors and buyers prefer collaborating with sales agent or property managers attached to a major like Raine & Horne that is trusted, has market longevity and is an internationally recognised brand.”
Ms Angell Yang, the Principal of successful independent MYA Real Estate in Rhodes in Sydney, who relaunched as Raine & Horne Rhodes in 2021, agreed that joining a recognisable brand is advantageous. “We have successfully signed up many listings for sales and rentals and created transactions since joining the Raine & Horne family.”
Exclusive digital marketing that generates thousands of sales leads
According to Raine & Horne, one-third (33%) of independents who recently joined the group said having access to an industry-best suite of digital marketing products such as Amplify and Digikit encouraged them to rebadge.
“Apart from more call outs, we can free up agents and principals to do more business because our social media platform Amplify does the bulk of their marketing for them,” Ms Ashton said
“Using artificial intelligence, the Amplify technology is exclusive to Raine & Horne and generates thousands of leads annually for our offices.
“Alternatively, our digital proposal tool, Digikit takes away all the time, independents previously spent on creating appraisal and listing documents.
“Our industry best marketing technology tools remove hours of backend work and free agents and property managers up to focus on dollar productive work. To access similar tools, an independent would need to invest millions of dollars.”
Ms Ashton added, “Likewise, by being part of a group of over 300 hundred offices, a former independent can benefit from collective buying power.
“For example, as a major group, we can negotiate bulk deals from service suppliers such as CoreLogic, Vault CRM, My Design and Microsoft Office at reduced rates that an independent can’t achieve. These economies of scale generate massive savings and put extra dollars back in the pockets of our principals.”
Cross-pollination of ideas
As a member of a significant brand such as Raine & Horne, principals, agents, and property managers can tap into a massive network of colleagues from their local regions, states and territories or nationally about a broad range of business issues.
Ms Ashton explained, “On the Central Coast of NSW, we have 12 offices in this region alone. Every quarter, the Central Coast come together as a group to share ideas and work on business improvements.
“Likewise, as a member of the network, you can pick the brains of some of Australia’s superstar principals for advice. Maybe it’s Ric Serrao at our juggernaut Double Bay office or Stuart Bourne at Raine & Horne Lane Cove, one of the dominant agents on Sydney’s Lower North Shore.
“Throw in our Principals Retreats, State and National Conferences and Award nights and hundreds and hundreds of training sessions and with this level of Corporate and peer support and networking it’s little wonder independents are recognising the benefits of joining a major brand such as Raine & Horne.”
Corporate support is a big plus for former independents
Of the recent independents to join Raine & Horne, 30% say having access to Corporate support was a significant factor in their decision to quit their independent status.
“Many small businesses, including real estate agencies, become very transactional and simply allow each day to take them where it goes,” Ms Ashton explained.
“Therefore, independents like the fact that every quarter one of our network managers will visit their office to discuss their business planning, opportunities and challenges, and review Key Performance Indicators (KPIs) to make sure they’re on course.
“If they’re not on track, we can assist with business planning, achievable KPIs, or set up a prospecting plan to make sure they are getting the maximum support from our products.”
Ms Ashton continues, “Also being part of a significant brand provides a real estate office with access to a range of services usually only available to larger businesses.
“Our offices have access to an IT team, a marketing and communications department, legal and compliance support and an accounts department.
“For example, if one of our offices requires a 12-month marketing plan and is unsure of how to develop this document, our marketing team can jump in and help piece the plan together.
“Corporate services such as these are well beyond the resources of most independent real estate firms and is another key advantage afforded by being part of a major brand such as Raine & Horne,” Ms Ashton concluded.