Dot Newtown, Frank Newtown, Rebecca Halston and Lee Halton at LJ Hooker Group’s Night of the Stars.
Having established a reputation as one of the leading property management-focused real estate agencies in the country, Perth-based LJ Hooker City Residential and LJ Hooker Mandurah are acquiring a new business in Mindarie.
As part of this exciting expansion, the new group of three locations will be known as LJ Hooker Property Experience.
LJ Hooker Property Experience is spearheaded by Director Frank Newton, who has been with LJ Hooker for 32 years, and Director and CEO Rebecca Halton, who has been with the brand for 23 years.
Rebecca explained how she and the team will use their expansion into Mindarie, 36 kilometres north of Perth, as a launchpad in pursuing their goal of 10,000 properties under management.
“There was a time when we were at 600 properties under management and I set the goal at 5,000,” Rebecca said. “Then, as we approached that figure, I doubled it to 10,000 within 10 years. You can’t do that from one location, or even two, so we are spreading it across three, which will form a corridor.”
Rebecca acknowledges that property management is not often the focus for real estate agencies. But, by focusing on the opportunities rather than the challenges, she has been able to capitalise on an under-realised part of the industry.
“I’m a salesperson at heart — an auctioneer — so when I took over property management for the group it did sound hard,” Rebecca continued. “There was a traditional method of running property management: end-to-end oversight for high-stress, underpaid property managers who hated their job.
I wanted to change that. I wanted to take away the stress and the distractions so property managers could focus on the people and become better at their jobs.
Rebecca said that after mapping out the tasks associated with property management, she sectioned off what could be automated through bespoke technology and what could be allocated to remote professionals. That freed up our property managers to focus on client relationships.
“And that was the catalyst to grow — you can go from managing 100 to 300 properties.”
This growth mindset was crucial to arriving at the new Property Experience brand for the three locations.
“We needed a group name that felt right for us. What people experience has a lasting impact on their future and ours — investors with problems don’t become long-term investors — we need to make that experience as seamless as possible. Take them on a journey from first-time renter to buyer to investor to portfolio.
“We think Property Experience truly conveys that message.”
LJ Hooker Head of Network Australia Chris Keating congratulated Rebecca and Frank Newton on their renewal, rebrand and expansion.
“We’re thrilled to have Frank, Rebecca and the Property Experience team commit for another term,” he said. “They have already achieved so much over the past three decades, and now we are proud to support them into the future as they embark on their growth strategy.
“Frank and Rebecca have proven to be one of the most innovative real estate duos in Australia, both in property management and in sales. She understands the significance of supporting her staff, embracing digital transformation and servicing the specific needs of clients.
“We’re excited to see Property Experience expand into the (northern Perth suburbs / Mindarie) and I will be the first person to congratulate them when they secure their 10,000th property under management.”
An intimate look inside LJ Hooker Property Experience’s Perth premises.
Share
