Freeing up a business director to build relationships with his clients

Australian real estate agent Wayne Seeman runs a highly successful business in association with Ray White, the country’s largest property sales and lettings organisation. He has founded his success on his personalised approach – Wayne acknowledges that buying or selling a property is often the single largest financial transaction a person or family ever makes. His primary aim has always been to ensure his clients know they can trust him – by either finding them the very best buyer or, when the shoe’s on the other foot, finding them the very best home or investment. As his business has grown from strength to strength, he has found himself increasingly torn between vital client-facing work and the necessary promotional work that oils the wheels of his enterprise.

We took on the promotional aspect of Wayne’s work, leaving him free to spend more time out of the office establishing client relationships – and less time poring over catchy one-liners and web editorial.

After an in-depth initial brief and orientation to the Australian housing market, we established that Wayne would email property details to us, as and when his workload demanded. Emails would include Wayne’s ‘broad brushstroke’ summary – photography, property location and most compelling lifestyle features – just whatever he could manage as he rushed out to his next appointment. From here we were able to write his content, ensuring highly competitive messaging by searching and assessing content for comparable properties in the same area. Editorial for brochures, local newspaper and online property websites was originated, adapted and emailed back to Wayne for next day approval and insertion into relevant formats. Wayne also delegated his quarterly newsletter and tactical letters to us, again saving him precious time.

This project demonstrates the value, especially to small business, of briefing out publicity functions to professional communicators. Wayne’s business has continued to grow and, with his promotional tasks expertly managed, he has been able to focus on what he does best – establish and nurture face-to-face relationships with his clients.