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LJ Hooker looks outside the box as part of sales drive

On Jun 22 2016


LJ Hooker will look beyond its own industry as part of its national strategy to attract another 150 ...

LJ Hooker will look beyond its own industry as part of its national strategy to attract another 150 agents to the network, focusing on non-real estate sectors with complementary sales skills.

 

Through Future Captains – its training program for success – LJ Hooker has identified significant potential for people with customer-facing backgrounds such as those in retail, hospitality and tourism and even medical professionals looking to make successful careers in real estate sales.

 

LJ Hooker Claremont’s Vivien Yap (pictured) is one agent who’s made the transition to real estate with great achievement.

 

 

Mrs Yap was a pharmacist for 20 years in Perth and also lectured and tutored at the University of WA in its Bachelor of Pharmacy course before entering real estate.

 

With a personal interest in property, it was on the recommendation of friends and colleagues that Mrs Yap made the move. In the four years since Mrs Yap has been bestowed the Real Estate Institute of WA’s top agent twice. In 2014-15, she sold $144 million worth of property, at an average sale price of $1.67 million.

 

“On the face of it, it might appear that the health professions have little in common with real estate,” said Mrs Yap, “but there really is a string of similarities.

 

“As a pharmacist, you encounter people when they’re most frustrated and in need; they’re worried about their health and desperate for advice and a solution. Often, they’ll come to you looking for help at 8pm or 9pm.

 

“Pharmacists need to be consultative and evidence-based when dealing with customers. A pharmacist has to ask the right questions - and many of them - to find the cause of the problem and outline a solution which will improve the health of their customer’s health.

 

“It’s the same in real estate - you have to listen to your client, identify their challenges, current and future objectives, educate them on why the market is performing in a certain way, advise of emerging trends, and outline a strategy which will achieve the best result for them.
 

“My former life was about prescriptions and remedies, and now it’s about lifestyle, and bricks and mortar. But the approach to people, and putting them at the center of everything you do, doesn’t change.”

 

LJ Hooker has reported significant success from its Future Captains training program. Since its inception in 2013, 20 percent of the 800-course graduates now rank within the top 15 percent of LJ Hooker’s earners.

 

Course modules cover personal goal setting, creating a business plan, market research, focus marketing, prospecting, listing, negotiation, auction campaigns, open homes, after sales services and customer experience.

 

LJ Hooker’s Head of Training, Graeme Hyde said: “We’re always welcoming real estate agents with industry experience as LJ Hooker is a brand of attraction.

 

“But one of the things we’ve learned from the program is there’s a significant opportunity for people from non-traditional real estate backgrounds. Anyone that is from a ‘peoples’ business’, such as retail, hospitality, tourism, banking or medicine, are generally skilled and experienced in relationship building, and that’s the secret to success in real estate.

 

“Real estate sales is less about selling and more about building ongoing relationships with people, allowing you to be a long-term adviser to individuals for their life-long real estate needs.’’

 

Mr Hyde said the network was also looking to add more quality marketing specialists and administrative support workers across Australia.

 

“LJ Hooker is represented in most major markets, so people wanting to make the leap to real estate have the convenience of franchise from our network being in close proximity to where they live,” said Mr Hyde.   

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