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Realmark has been recognised at the 2009 Australian Business Awards, winning the Marketing Excellence category http://pitch.pe/16846

Realmark Homes Come Online

Realmark have launched a new online marketing initiative which provides sellers to showcase their property with a customised website.

Each property specific website will use the actual street address of the property as the web address to ensure easy buyer attraction. Realmark is the first agency in Perth to offer this service to sellers.

Realmark Director John Percudani said the new initiative was just another way Realmark was leading in property marketing.

“The internet plays a very important role in selling homes and theses property websites are taking virtual marketing to another level,” Mr Percudani said.



“Buyers today are very different from those 10 years ago, they want to see and experience the property via their computer first before they make contact with the agent or decide to view a short list of properties that suit their criteria.

“It is for this reason that you need to give buyers the very best first impression of a property.”

Mr Percudani said that like most other industries, real estate had to embrace online marketing in a more proactive manner.

“Just as we have seen the print media move to creating an online presence, it was time for us to do the same for property consumers,” Mr Percudani said.

The websites will be created internally by Realmark’s team of professional web designers.



“The websites are a very affordable seller investment and are therefore suitable for the entire spectrum of properties, Mr Percudani said.

Realmark has been recognised for its excellence in marketing, winning the 2007 REIWA Communication Award.

Talking about my generation

It’s hard to pick up a newspaper or turn on the TV without hearing something about generations X & Y and how different they are in their outlook and demands from their baby boomer predecessors. So what does the real estate industry need to do to adapt and relate to this group of buyers and sellers?

For the first time in two decades, baby boomers – those born between 1945 and 1965 – no longer represent the “majority” of real estate buyers and sellers. This mantle is now held by Generations X&Y who represent a whole new outlook on life.

Statistics recently published by www.realestate.com.au paint a very clear picture of today’s real estate buyer:

• 60% are female
• 75% are aged 25-49
• 70% work full time and have a household income of more than $100,000

So what does data tell us? Principal of Realmark Real Estate John Percudani strongly believes that agents need to recognise this shift in buyer/seller population to a younger, more technology savvy and sophisticated market.

“This clearly shows us that women are the primary decision maker when it comes to selling and buying property,” says Mr Percudani. ‘’Addressing their needs and requirements is paramount to agents wanting to grow their business going forward.”

Mr Percudani believes women demand an honest, up-front type of real estate service and place emphasis on honesty and reputation.

“Women like a dedicated contact person within the agency with whom they can develop a relationship of trust,” says Mr Percudani. “They are also natural information gatherers and want good statistical data and lots of relevant detail so they can make informed decisions.
“Customer loyalty matters to them as does a no-nonsense, no-jargon approach.”

This is a shift away from the past 25 years of baby boomer relationships, which were based on repetitive habits and patterns and a sense of strong brand loyalty.

“Baby boomers are really yesterday’s buyers and sellers,” says Mr Percudani. “They also represent a large proportion of today’s real estate agents who are used to dealing with fellow baby boomers. This means that some agencies will need to actively educate their people to understand this new strongly emerging buyer and seller.

“Gen X&Y sellers in particular will be looking for a like-minded agent to represent them,” says Mr Percudani. “They understand that today’s buyers are unlikely to be local to the area, therefore a wide-spread, sophisticated marketing campaign using modern tools and mediums is going to be imperative. They will want an agent who can demonstrate that approach and understands that it is important to communicate with a wide audience.”

Change is the only certainty

Agents take note! Gone are the days when quoting a good selling price for a property was enough to ensure a property listing. Today’s sellers demand much more from their agent starting with a proven ability to communicate campaign updates and statistics honestly and openly.

It’s not surprising that recent statistics show a fundamental shift in what is important to real estate clients when selling their homes. The entire market place has changed and the old “born local, stay local” mentality has all but disappeared. We have a much more itinerant population who are open to moving not only suburb, but state and country to find the lifestyle they are seeking.

The shift towards a more modern style of client representation is imperative and agents need to adapt in order to meet their clients’ expectations and build sustainable businesses. We examine the top 5 “then” and “now” agent criteria.

Traditional top 5:

1.Recommendation by family member or friend – although there is nothing wrong with taking a recommendation, making a decision on that basis alone is no longer enough.

2.Expected sale price quoted by the agent – in other words, the agent who quoted the highest expected sale price was often the most successful. Yet often as the campaign progressed, the expected sale price was adjusted down and the seller was left wondering why… Today’s sellers are more likely do their own research and know exactly what is a fair price for their property. They want the truth, not an inflated number that discourages realistic buyers.

3.Online marketing – everyone offers marketing on the internet today and that ability alone is no longer a differentiator. Sellers are looking for more wholistic marketing approach.

4.Have previously used the agent to buy or sell a property – using an agent you have previously had a good experience with is still a good basis for making a selection, but only if they have adapted to meet today’s requirements.

5.Experience and local knowledge – taking the “if they live and work locally, they must really know my property” approach. What is clearly evident today is that buyers often come from outside the suburb they are buying in to.

Today’s top 5:

1.Demonstrated professionalism and ability – sellers are now looking for agents who can back their “talk” with the “walk”. Facts, figures and a way of demonstrating the ability to market a property and close a deal are vital.

2.Deep neighbourhood expertise – it is important to sellers to feel that their agent really understands the “lifestyle package” that their property represents. If an agent can demonstrate that understanding to a seller, they will feel confident that they can demonstrate it to potential buyers.

3.Marketing acumen – sellers are much more savvy about the importance of marketing. It is no longer just about placing a classified advertisement in the newspaper and some photos on the internet. It’s about a campaign. Sellers are looking for agents who deliver a fully integrated campaign that uses the best photography, copywriting and other modern marketing tools across a wide range of mediums.

4. Value for money – what does an agent’s commission and fee truly represent? This is what today’s sellers are asking. If the value is there, clients will pay a fair fee for the right result.

5. Communication and responsiveness – providing accurate, honest reports with real data on a pre-defined, structured basis is what sellers demand. Being able to demonstrate a communication methodology and responsive manner is important – especially for women who are now represent the majority of property buyers and sellers.

Today’s smart seller will think outside the traditional and some what comfortable square of just calling in the local agent and focus on truly selecting an agent and an agency that can deliver today’s top 5 and get a top sale result for them!

Innovation Regeneration

When Realmark launched their new brand two months ago, it was more than a cosmetic change of logo. It was a statement to the market place reflecting their values and service, designed to meet the needs of their contemporary clients.

Realmark started nearly 20 years ago as a single office with less than 10employees. Today the business comprises five offices with more than 100 staff. Along the way they have operated independently, as well as part of a franchise. Now they are a stand-alone group again, with innovation as their mantra.

“Perth is a young, fresh, contemporary city with a fast corporate life,” says Realmark principal Mr John Percudani. “Realmark differentiates itself from its competitors by being first to market with new ideas and fresh concepts. That’s why we are a recognised innovator and communicator in the marketplace.”

This is supported by the team’s outstanding success at the recent 2007 Real Estate Institute of WA Excellence awards where they collected the prizes for both Innovation and Communication. Launching their new brand is another way of promoting their unique marketing approach, which embraces full utilization of the web through their e-marketing campaigns and other methods.

“We provide buyers with information about our properties which is rich in information, including quality photography and virtual on-line experiences,” say Mr Percudani. “This gives our clients an advantage because buyers arrive at property inspections with all the facts. They are ready to make informed buying decisions. Our properties sell quicker and both sellers and buyers are satisfied.”

Mr Percudani and his team researched what leading marketers do across the world to promote and deliver products to their client base.

“A lot of agencies go through cosmetic brand changes,” says Mr Percudani. “But we have made real changes – to systems, tools and marketing methods. And our clients benefit from this ongoing improvement.”