In the News
Inbound Marketing Generates Unopposed Listing Opportunities
Australia’s largest independent network introduced an inbound marketing strategy in 2017 with the aim of attracting more customers to its members.
In partnership with Hubspot, the network’s ongoing campaign successfully delivered its agents the names and contact details of nearly 4,000 Australians considering selling their homes last year. ‘The outcome is that inbound marketing represents a quantum leap over traditional lead generation initiatives.
First National Real Estate created unopposed listing opportunities worth $34.5 million in selling fees for our members in 2017’ said First National Real Estate’s chief executive, Ray Ellis. ‘By focusing on what is important to consumers at different stages of life’s real estate journey, First National creates content that address those challenges.
This is effective in attracting customers, building trust in our brand, and then ultimately guiding those consumers through a process that converts them to customers.’
The network’s inbound marketing strategy employs content marketing as well as social media marketing and paid search strategies to attract consumers to the network’s landing pages, then deploys email nurturing and remarketing campaigns to convert homeowners and landlords to appraisal requests over time. ‘As a result of our inbound marketing activities, our national website has experienced a 260 per cent increase in page views, subscribers have lifted, and engagement with our social media content has been massively amplified’ said Ray Ellis.
‘By being more helpful and sharing our expertise before asking people to do business, we’re establishing new levels of trust in the First National brand and reinforcing a pipeline of future business for our members.
‘Also of particular relevance is the fact that the network successfully disrupted agent finder services that would otherwise have sought $6.9 million in referral fees from First National’s members, had they reached those potential customers first’.
First National Real Estate has approximately 400 offices throughout Australia, New Zealand and the South Pacific, and is the country’s most successful cooperative.
Toowoomba - One Of Queensland’s Best Cities For Employment
Housing affordability is driving a confident and stable market in Toowoomba with First National Real Estate’s Chief Executive Officer Ray Ellis declaring Toowoomba as one of Queensland’s best cities for employment security.
Offering lifestyle advantages for city dwellers, first homebuyers and young families, Toowoomba will remain stable over the next few years as more property buyers seek out a Darling Downs lifestyle.
‘Employment security and a stable housing market go hand in hand so with Toowoomba being just under two hours commute to Brisbane and the security and economic prosperity of the Australian Defence Force as a major local employer, Toowoomba has long offered a solid, reliable real estate market’ says Ray Ellis.
‘Toowoomba has demonstrated a consistent pattern of growth in median dwelling values since 2002 and the market peaked in 2016 at a little over $350,000. Since then, it has adjusted to around $300,000; meaning there are some great opportunities for families and first homebuyers.
‘Toowoomba also offers a good spread of employment options with professional positions accounting for approximately 22 per cent of jobs, community and personal services about 12 per cent, managerial positions around 11 per cent, technicians and trade workers approximately 17 per cent, clerical and administrative a further 13 per cent, and sales and labourer positions running to around 9 per cent and 12 per cent respectively.
‘Without doubt, Toowoomba is a great location to bring up families or get a foothold in the property market but it also offers a wide range of employment options for those who seek to escape the mortgage pressure created by capital city prices.’
Hobart - Australia’s Next Property Hot Spot
With its city meets rural living lifestyle Hobart is primed to be Australia’s real estate hotspot according to First National Real Estate’s Ray Ellis. Charming character-filled older style properties can be bought for a fraction of the price of similar properties in Sydney and Melbourne, so Hobart has become home to young professionals, tree-changers and retirees seeking out life in Australia’s second oldest capital city.
Cairns - Queensland’s Best City for Employment
Housing affordability and a tropical lifestyle is driving a confident and stable property market in Cairns with First National Real Estate’s Chief Executive Officer Ray Ellis confirming Cairns has become one of Queensland’s hotspots for employment security.
With an enviable lifestyle and continuing to be a must-see tourist destination, Ray Ellis predicts Cairns will be one of the best cities in Queensland for employment security over the next few years. ‘Cairns provides an exceptional lifestyle and plenty of employment options in the tourism and hospitality industry’ said Mr Ellis.
Bendigo, Victoria. The Safest In The Stage For Employment
With a growing population and service economy, Australia’s fourth largest inland city, Bendigo, has been declared the safest in Victoria for employment security. First National Real Estate’s Chief Executive Officer Ray Ellis anticipates Bendigo to remain the state’s safest city for employment security over the next few years as city dwellers begin to make the move.
Warmer Australians – Happy To Pay More For A Home With A Pool
“A home with a pool is often the Australian dream and many would say a necessity in the warmer parts of Australia” said First National Real Estate chief executive, Ray Ellis. “The running costs are not the issue in Queensland, Western Australia and the Top End. What is important is the convenience, safety and the joy of having this wonderful entertainment area in your own back yard”.
Millennials To Eclipse Baby Boomer Real Estate Spending Power In Next Five Years
Millennials Needing More Help In Understanding The Buying Process
Despite 74% of millennials requiring more help than usual in understanding the buying process, it is anticipated that the next five years will see millennials eclipse baby boomers’ real estate spending power with 66.1% of those born between 1982 - 2002 choosing property over lifestyle.
With millennials earning more money than earlier generations, their buying budgets are anticipated to be well above those of Generation X and Y, and it won’t be unheard of for some to make their first purchase in the realms of $500,000 to $750,000.
Ray Ellis, Chief Executive Officer, First National Real Estate says “The expectations we have for millennials from 2018 onwards is based on our members’ observations, which mirror that of data we are seeing from the US.”
“The next five years will see the most spending power of baby boomers eclipsed by millennials, with the majority focused on buying apartments as their first home - moderate commutes to work will be acceptable but the majority will not find the outer suburbs of metropolitan areas very appealing. In essence, millennials are driven by lifestyle. The norm is now I want it, I’ve earned it, I can have it. By necessity, the lifestyle changes that are required to become a property investor are no longer mandatory,” Ray Ellis said.
Millennials are expected to purchase apartments as their first property and seek out homes in locations that complement their lifestyle, are close in proximity to transport and their employment.
They will also seek out property that is ‘move-in-ready’ rather than renovator’s specials, with 48% buying newly constructed homes to avoid plumbing/electrical problems compared to 34% of other buyer demographics.
Internet connectivity has a significant influence in their buying decisions, with the generation geared to seek out property online that is picture-perfect, and they regard internet speeds and choice of telecommunication providers as incredibly important to assessing a potential home. Television lifestyle shows also play a role in their real estate requirements with current home styling and design trends high on the must-have list.
Seeing property only as a stepping-stone, millennials are expected to hold onto their first home for six years before moving on to the next better one compared to 10 years for previous generations.
First National Real Estate Continues Perth Wildcats Sponsorship
First National Real Estate has proudly announced its fifth year of sponsorship of national basketball league team, the Perth Wildcats. ‘Once again, we welcome the opportunity to support a high profile champion team given the far reaching positive effects it has within the community’ said First National Real Estate chief executive Ray Ellis.
First National Real Estate Sponsors Australian Lifesaving Again This Summer 2017-18
First National Real Estate has announced it will continue to underpin the improvement of life saving skills through its sponsorship of the Ocean 6 ‘First National Real Estate Board Series’.
Ocean 6’s ‘First National Real Estate Board Series’ events will be televised weekly on FOX Sports. First National chief executive Ray Ellis says helping lifesavers improve skill, speed and efficiency will help reduce the risk of drownings on our beaches.
New Canstar Blue Real Estate Industry Research Reveals Problem Resolution Most Valued By Consumers
New research from Canstar Blue into the real estate industry has revealed 31% of consumers value an agent’s ‘problem resolution skills’ as the number one contributor to their satisfaction. The second most significant contributor to their satisfaction, according to 28% of customers, is ‘communication and advice’.
As a result of this research, industry leader First National Real Estate Chief Executive Officer, Ray Ellis is urging the real estate industry to shift its emphasis to problem resolution and communication over the traditional and historic focus on marketing and agency fees.
“Agents must shift their emphasis from marketing to communication skills as well as problem resolution or perish,” warns First National Real Estate Chief Executive Officer, Ray Ellis.
First National Real Estate has been presented with Canstar Blue’s ‘Most Satisfied Customers – Real Estate 2017’ Award, the second year in a row the organisation has won the prestigious industry acknowledgement.
It was also awarded ‘Most Satisfied Customers – Small Business Real Estate 2017’ by the consumer ratings agency.
“This research confirms that customers value an agent’s ability to anticipate and resolve challenges that arise while selling a client’s home or managing their investment property. This award is testament to the real estate expertise of our 4,600 strong network of real estate agents and their commitment to customer satisfaction,” said Ray Ellis.
Head of Canstar Blue, Megan Doyle, congratulated First National Real Estate on the success, saying, “Good communications and problem resolution are crucial elements of any good real estate service and it is notable that First National Real Estate was the only one to rate five stars in these areas.
For topping our ratings for the second year in a row – while also taking top spot in our small business real estate review – we congratulate First National Real Estate.”
Again this year, research and ratings agency, Canstar Blue engaged Colmar Brunton to survey 3,000 Australian adults across a range of categories measuring customer satisfaction. Customers in the survey group were required to have used the services of a real estate agent in the past three years.
Your Financial Goals, Financial Year 2017-18
Whether you're looking to buy your first home, upsize, sell or invest, there are plenty of changes you can make to reach your property goals this new financial year according to First National Real Estate chief executive, Ray Ellis. ‘At First National Real Estate, we're encouraging all of our customers to make (and keep) a property-related goal’ said Mr Ellis.
Major Real Estate Network Welcomes Budget
One of Australia’s largest real estate networks has welcomed the Federal Government’s budget, saying it gives the appearance of leaving negative gearing largely unchanged, while focusing its efforts on boosting supply and creating opportunities for young people to enter the market, but that changes to depreciation could have consequences.
‘Negative gearing is the backbone of Australia’s property market and provides countless middle-income earners the opportunity to build wealth for the future’ said First National Real Estate chief executive, Ray Ellis.
‘The fact that the Government has not significantly changed negative gearing policy demonstrates it understands the potential for adverse impacts, on both the economy and housing market, if it were restricted in some form. However, more detail is needed on changes to tax depreciation to understand the full impact of the budget’.
Incentives in the budget aimed at increasing supply by unlocking Baby Boomer housing are seen as a positive move, with couples aged 65 and over - who have lived in their home for 10 years - being able to take proceeds from the sale of their home and make non-concessional superannuation contributions of up to $300,000 per person, or $600,000 per couple.
‘For many years, Australia’s Baby Boomers have benefited from asset growth but selling costs have discouraged them from moving to smaller, more manageable housing’ said Ray Ellis.
‘Although concessions to stamp duty have been overlooked, the proposed superannuation contributions changes will enable them to access capital locked up in the home and downsize to smaller, easier to manage properties, while creating opportunities for young people to enter the market and families to upsize.’
Youth, Innovation & Leadership Australia’s Future
Ray Ellis, chief executive of Australia’s largest network of independent agents, First National Real Estate, says First National’s sponsorship of youth, innovation and leadership has delivered recognition and support to some of Australia’s finest young achievers over the past five years.
‘First National Real Estate is known for the community spirit amongst its membership and our members underline that through their sponsorship of the Young Achievers Awards’ said Ray Ellis.
‘As a result of this commitment, we’ve been able to assist young Australian’s as they work to help young women become future leaders, help the cause of suicide prevention, support animal rights, promote tolerance, support young people with degenerative diseases or serious brain and spinal injuries, connect women with legal advice and business coaching, reduce homelessness and alleviate poverty.
‘Young leaders in our communities are doing such incredibly good work and we are proud to bring recognition to their initiatives, so other young people can be inspired to participate in similar initiatives with their friends, families and communities.’
One of the examples of the life changing impacts of our young achievers is the winner of the 2016 First National Real Estate Leadership Award, Sheree Rubinstein. Ms Rubinstein founded the Y-House Foundation in 2010 with the goal of establishing support and options for young people forced to live in, or at risk of entering care, as a result of degenerative diseases and spinal injuries. Georgia’s goal is to build a 3.5 million dollar rehabilitation facility, the ‘Y-House’, and she has already acquired over $500,000 in donations towards construction and a further $150,000 for the Foundation.
‘First National Real Estate is committed to building the careers and futures of the next generation within our network. However, integral to that is teaching young agents about the importance of suporting the futures of young achievers in the communities where we work’ said Ray Ellis.
Millennials Take Charge says Ray Ellis
The chief executive of Australia’s largest network of independent real estate agents, Ray Ellis, has launched an initiative aimed at engaging the network’s future leaders and giving them influence over the network’s direction.
‘First National Real Estate is well known for the spirit amongst its membership. It’s vital that tradition continues; that younger agents, property managers and administrators have the opportunity to participate in our cooperative, and that we support them as they build the personal skills needed to take their careers and the network forward’ said Ray Ellis.
Purplebricks To Replicate UK Losses In Australia
Ray Ellis, chief executive of Australia’s largest network of independent agents says the arrival of Purplebricks in Australia has failed to ignite consumer interest and that the company is on track to replicate the significant losses incurred on its home soil.
‘Since its August 2016 launch, when more than a quarter of a million properties were listed for sale with Australian agents, Purplebricks has sold little more than 150 properties and currently has just 310 properties listed’ said First National Real Estate chief executive Ray Ellis.
Why 2017 Is A Great Year To Buy Your First Home
According to First National Real Estate chief executive Ray Ellis, there's no time like the present if you’ve been waiting to buy your first home because no matter what you're trying to buy, values in Australia and New Zealand are just going up and up.
Six Mistakes to Avoid When Pricing Your Home.
Although residential property prices and market conditions remain favourable as summer approaches, First National Real Estate’s chief executive, Ray Ellis has advised homeowners to avoid the six most common mistakes people make when pricing their home. ‘Australian dwelling values have risen 0.5 per cent over the quarter and 7.5 per cent over the past twelve months and, with stock levels remaining comparatively low, vendors may be tempted to be less careful with their pricing’ said Mr Ellis.
Canstar Blue Announces First National Real Estate Australia’s Leader for Customer Satisfaction
‘As Australia’s largest network of independent agents, First National Real Estate is delighted to be recognised as the customer satisfaction leader in Australian property services’ said First National’s chief executive, Mr Ray Ellis.
Best Opportunity Years For First Home Buyers
It’s the best first home buyers’ market in Australia for many years and young people should take advantage of it, says First National Real Estate chief executive, Ray Ellis. With fewer investors in the marketplace than normal and an over-supply of apartments forecast, first homebuyers should take advantage of timing to seek well-priced entry point units and homes in good city fringe and outer metropolitan suburbs.
Real Estate Conference an opportunity to share views, Ray Ellis Northern Daily Newspaper Interview
Read full article by Jacob McArthur here
DEPOPULATION is the biggest issue facing regional Australia, says the boss of one of the country’s largest real estate firms.
First National chief executive Ray Ellis was in Tamworth recently, as the agency mustered regional members from across the nation to discuss issues facing the industry.
“The biggest issue facing regional Australia is depopulation,” Mr Ellis said.
However, he said regional areas were fighting back against this issue, with significant movement away from the city.