Sally Patch: How to successfully launch a new agency

Starting your agency is an exciting step, but it comes with a steep learning curve.

With so many moving parts, it’s easy for new business owners to feel overwhelmed.

But according to Sally Patch, Chief Agency Officer at Ray White Queensland, one common mistake can set a business up for struggle before it even opens its doors.

In this episode of the Elevate Podcast, hosted by Samantha McLean, Sally shares her insights from helping hundreds of agents transition into business ownership.

She reveals the essential strategies for establishing a thriving property business from the outset.

She also discusses her passion project, Leading Ladies of Real Estate, and its mission to help more women rise into leadership roles.

If you’re thinking about starting your own agency or want to refine what you’re already doing, this is an episode you won’t want to miss.

“The truly great business owners are those leaders that genuinely care about the people for whom they are responsible. They genuinely want them to have a better career than what they’ve had.” – Sally Patch

10 things you’ll learn in this episode:

1. Sally’s journey from executive assistant to Chief Agency Officer at Ray White Queensland
   Timestamp: 03:00-minutes
2. The comprehensive onboarding process for new Ray White franchise owners
   Timestamp: 06:15-minutes

3. How Ray White maintains its family culture despite being a large corporation
   Timestamp: 14:30-minutes

4. The motivation behind founding Leading Ladies of Real Estate
   Timestamp: 16:45-minutes

5. Why fewer young women choose real estate sales as a first career
   Timestamp: 17:15-minutes

6. The growth of Leading Ladies to over 5,000 event attendees in four years
   Timestamp: 19:45-minutes

7. Plans for expanding Leading Ladies events to regional locations in 2025
   Timestamp: 20:30-minutes

8. The importance of understanding your business’s differentiator in a competitive market
   Timestamp: 23:45-minutes

9. Why earning the right to influence is crucial in building client relationships
   Timestamp: 24:45-minutes

10. How truly great business owners genuinely care about their team members’ growth
    Timestamp: 26:15-minutes

Links

Leading Ladies of Real Estate
Sally Patch on LinkedIn
Ray White

Detailed Episode Guide

Sally’s Ray White Journey
Sally’s career at Ray White began in 1997 when she took a one-year maternity cover position as an executive assistant to Peter Campham. What started as “the first job that presented itself” quickly evolved as she moved into the State Administrator role, managing the corporate team and handling events.

After having her first child, Sally returned to Ray White part-time for about 12 years, appreciating the flexibility offered by the company. Under the mentorship of leaders like Tony Wallens and Robbie Clark, she gradually took on more challenging roles, eventually stepping into a business development position focused on supporting new business owners.

Four years ago, when Jason Andrew joined the company, Sally’s role evolved into her current position as Chief Agency Officer, focusing on governance, compliance, and relationship management with business owners.

The Comprehensive Onboarding Process for New Franchise Owners
A significant part of Sally’s role involves supporting new business owners from application through to opening their doors. She describes this process as “a really rewarding time” as she guides salespeople stepping into business ownership for the first time.

“I like to see my role as being so proactive. I feel that if they ask me a question that I haven’t already given them the answer to, then I’ve let them down,” Sally explains, highlighting her commitment to providing comprehensive support.

The onboarding process involves over 100 different tasks spread across 12 business units. Sally’s team has developed a robust national onboarding program using an electronic workflow platform to ensure everything runs smoothly. Key focus areas include:

Maintaining the Family Culture in a Corporate Environment
Despite having over 500 people in the corporate team, Ray White maintains its strong family culture. Sally attributes this to the White family’s approach to leadership as “custodians of the brand” who are “firmly focused on their responsibility to leave this company in a better place than what they found it.”

The company culture emphasises curiosity and a “mindset of no finish line,” constantly focusing on staying relevant and creating an environment where every member can have their best career. The family’s accessibility and presence at the coalface of the business reinforces these values throughout the organisation.

Leading Ladies of Real Estate
Four years ago, Sally founded Leading Ladies of Real Estate, an industry-wide initiative designed to support women across all real estate brands. The motivation behind this community stems from the principle that “you can’t be what you can’t see,” aiming to make “independent, ambitious, capable, strong women really visible in this industry.”

Since its inception, Leading Ladies has welcomed approximately 5,000 women to face-to-face events and reached thousands more through podcasts. The community has expanded beyond Queensland to Victoria, New South Wales, South Australia, Perth, and Auckland.

Keys to Success in Real Estate
Drawing from her extensive experience supporting business owners and agents, Sally offers valuable advice for those looking to advance their careers in real estate:

1. Understand what your business stands for and what differentiates you in a competitive market
2. Identify your customer value and build strategies around delivering it
3. Earn the right to influence people by showing genuine care before trying to demonstrate knowledge
4. Develop strong communication skills and adapt your style to match the person you’re speaking with
5. For business owners specifically, understand your “why” and genuinely care about the growth of your team members

Summary
Sally Patch’s journey from executive assistant to Chief Agency Officer exemplifies the growth opportunities available within the real estate industry. Her dual focus on supporting new business owners and championing women in real estate demonstrates how leadership can create a lasting impact beyond immediate business objectives.

Through her work with Leading Ladies of Real Estate, Sally is actively addressing industry gaps and creating pathways for more women to succeed in sales and leadership roles. Her approach to business—centred on authentic relationships, clear values, and genuine care for others’ success—offers valuable lessons for anyone looking to build a meaningful career in real estate.

FAQ for Elevate episode with Sally Patch

1. Who is Sally Patch, and what is her role at Ray White Queensland?
Sally Patch is the Chief Agency Officer at Ray White Queensland. She has been with the company since February 1997, starting as an executive assistant and progressing through various roles to her current leadership position.

2. What does a Chief Agency Officer do?
As Chief Agency Officer, Sally focuses on compliance, governance, and relationship management with business owners. A significant part of her role involves supporting new franchise owners from application through to opening their doors, as well as maintaining brand integrity and identity.

3. How does Ray White onboard new franchise owners?
Ray White has a comprehensive national onboarding program that involves over 100 different tasks spread across 12 business units. The process focuses on franchise documentation, licensing, marketing preparation, technology training, and recruitment support. For rebrands, this process can take three to six months.

4. What is Leading Ladies of Real Estate?
Leading Ladies of Real Estate is an industry-wide initiative founded by Sally Patch four years ago to create a supportive network for women across all real estate brands. It aims to make successful women more visible in the industry and address gaps in recruitment, career advancement, and leadership.

5. Why did Sally start Leading Ladies of Real Estate?
Sally started the initiative based on the principle that “you can’t be what you can’t see.” Data shows that fewer young women choose real estate sales as a first career compared to young men, and only 25% of business owners across the industry are female. The community aims to change these statistics.

6. How has Leading Ladies of Real Estate grown since its inception?
Since starting four years ago, Leading Ladies has welcomed approximately 5,000 women to face-to-face events and reached thousands more through podcasts. The community has expanded beyond Queensland to Victoria, New South Wales, South Australia, Perth, and Auckland.

7. What are Sally’s plans for Leading Ladies in 2025?
Sally plans to continue expanding into regional locations, with events scheduled for Townsville and potentially Mackay. The initiative will maintain its monthly podcast series and two face-to-face events in Southeast Queensland while bringing ambassadors together to focus on creating greater impact.

8. How does Ray White maintain its family culture despite being a large corporation?
Sally attributes this to the White family’s approach to leadership as “custodians of the brand” who are focused on leaving the company better than they found it. The family’s accessibility and presence in day-to-day operations reinforce these values throughout the organisation.

9. What advice does Sally offer to real estate agents looking to advance their careers?
Sally advises agents to clearly understand what their business stands for, identify their customer value, earn the right to influence by showing genuine care, and develop strong communication skills that can adapt to different client personalities.

10. What does Sally believe makes a great business owner in real estate?
According to Sally, truly great business owners are leaders who genuinely care about the people they’re responsible for and are committed to creating an environment that supports their growth. They want their team members to have even better careers than they’ve had themselves.