An iconic advertising campaign for LJ Hooker was so successful that it convinced one person from its creative team to leave their job and become a real estate agent.
It has been almost 25 years since Stuart Whyment (pictured) left his glamorous career as a public relations consultant in Sydney to become the franchise owner of LJ Hooker Glenorchy. Together with former partner Penny Higgs, they went on to expand and establish LJ Hooker Pinnacle Property, servicing Hobart and the surrounding areas.
Mr Whyment and Ms Higgs recently sold the property sales part of the business to colleagues Simon and Taya Parsons. They currently own and operate the property management side of the business, focusing on expanding their existing client base.
But none of this would have eventuated if Stuart had not been involved in LJ Hooker’s successful Nobody Does It Better advertisements, which first aired in 1987 when he was working with Holt Public Relations, the sister company of Holt Advertising.
“I was part of the team developing that campaign, which came from Carly Simon’s song and featured in a James Bond movie,” Stuart said.
“It just resonated with the Australian public. LJ Hooker has always been a very innovative business and was the first real estate business to advertise on TV with any significance. The network also embraced new software before other networks, invested heavily in public relations and introduced staff awards nights. Just about anything new in marketing, LJ Hooker has been the pioneer.”
Stuart worked with LJ Hooker as a public relations consultant for around 15 years, including with his own agency, WCG (Whyment Consulting Group).
He later decided to embark on a complete career change, inspired by his dealings with the network, in particular former CEO Graham Cooke. He studied for his real estate licence in Sydney before relocating to Tasmania.
At the time, LJ Hooker Glenorchy had a two per cent market share while its biggest competitor had a 35 per cent share. The office had three salespeople and a property management division comprising 80 properties.
Stuart, who was ready for a career change, described the business as a great opportunity. Over the past two decades, what was once a small real estate operation rapidly expanded with additional offices in Hobart City, Glenorchy and Kingston Beach. The rent roll also grew to a peak of more than 900 properties.
LJ Hooker Head of Network Australia Chris Keating said real estate is an attractive option for those considering a career shift, particularly those with backgrounds in sales, business or trades. It allows people to transfer their existing skills, such as communication, negotiation and problem solving, into an industry with strong earning potential and growth opportunities.
“Stuart’s background in public relations meant he knew how to listen and connect with people, while also having an in-depth knowledge of the importance of marketing,” he said. “He was also in a unique position to have a detailed understanding of what makes LJ Hooker such an iconic and trusted brand.
“Together with Penny, who comes from a law and marketing background, they propelled and strengthened our presence in Tasmania. Career changes often bring fresh perspectives and innovative ideas, and these broader skill sets help us to stand out in a competitive market.”
Stuart said they have seen many changes in the Hobart real estate business since purchasing the agency in 2002. One of the first properties he sold in 2002 fetched $80,000; today, the same home is valued at $700,000. The city has become more cosmopolitan with chic restaurants, while its outdoor lifestyle continues to be a drawcard.
“LJ Hooker is a very trusted name for property sales, but its property management brand is the best in Australia. We get a lot of business coming down to us from interstate investors and, for us, the reputation and systems are an important part of the network.”
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