Creating competition: Brian White on building tomorrow’s leaders, core philosophies, and building market momentum

Fostering talent today lays the foundation for tomorrow’s leaders.

That’s the astute ethos of not just Ray White Chairman, Brian White, but of Australasia’s largest real estate group as a whole.

In a very special edition of the Elevate podcast, Brian sat down with host Samantha McLean, at Ray White’s recent Leadership Academy, peeling back the layers on the 122-year-old group’s strategic approach to nurturing the next generation of real estate pioneers, building a culture of competitive selling and a focus on always innovating.

Brian also reveals the nuances behind trademarking the term ‘Competition Creators’, why auctions are a core philosophy in the group and why they are not merely a sales tactic, but a driver of market momentum that offers advantages for vendors and buyers.

He also shares insights on The Tesolin Group leader Josh Tesolin’s meteoric rise in the industry, including the traits that foster his success and the principles industry newcomers can adopt to craft their own careers.

Brian and Sam also discuss Ray White’s strategies for tripling its market share in just a few years,  how a culture of excellence propels agents forward, the role of artificial intelligence in enhancing real estate practices, and the essential nature of mental resilience for agents navigating market fluctuations.

“Being a family business has a lot of advantages. We are the springboard for our people, and the harder they jump on us, the higher they’re going to go.”

Sam and Brian also discuss:

• 1:30 – Leadership unlocked: Insights into Ray White’s Leadership Academy, including the pivotal role of leadership excellence in sculpting tomorrow’s real estate stars.
• 2:25 – The art of competition: The strategy behind Ray White’s “Competition Creators” trademark and its impact on sculpting a high-performance culture that delivers unparalleled results.
• 3:40 – Auction mastery: Why auctions are not just a sales technique but delivers benefits for vendors and buyers and fuels market momentum.
• 5:45 – The Josh Tesolin effect: How auctions catalysed Josh’s rise to the top and why his journey is a masterclass for real estate newcomers.
• 7:10 – Growth trajectory: Dissect Ray White’s exponential market share growth and why strategic vision and fostering agent empowerment create success.
• 8:24 – The new frontier: What Ray White would think of AI and how this tech lever is poised to enhance, not replace, the nuanced art of real estate.
• 9:50 – The Harvard edge: The secrets of Boris Groysberg’s methodology, including how the Harvard case study approach works in real estate.
• 10:58—The big issue: Why agents’ biggest challenges are mental resilience and understanding that market highs and lows are temporary.
• 12:15 – Leadership by design: Explore the crafted nature of leadership, focusing on nurturing confidence, skills, and discipline beyond the sales pitch.
• 13:40 – Authenticity as currency: Brian’s core lesson on the non-negotiable value of authenticity and directness in forging a successful real estate career.
• 15:05 – What the future holds: A strategic peek into Ray White expanding the ecosystem with adjacent services and setting new industry benchmarks.

Detailed Episode Guide

The early years of Active Agents were characterised by a commitment to innovation and client-centric strategies. Tara set out to establish a paperless office, addressing the needs of the Hervey Bay market. Traditional, paper-based applications were replaced with streamlined online systems, making the process more accessible for out-of-area clients.

Initial hurdles included resistance from within the industry and documents requiring physical signatures. However, the introduction of digital signatures and a gradual shift in attitudes towards technology allowed Tara’s innovative approach to flourish. Her priority was clear: to deliver high-level service that benefited landlords and tenants by embracing cutting-edge technology.

Adapting to Market and Regulatory Changes
In a constantly shifting industry, Tara’s ability to adapt has been critical. From navigating COVID-19 challenges to tackling legislative changes in Queensland, including new pet policies, she emphasised proactive communication and education. By prioritising transparent relationships and compliance, Tara has built trust and a strong reputation among property owners.

Harnessing Technology as a Differentiator
The integration of virtual tours has been a significant innovation, enhancing the tenant experience and offering landlords comprehensive insights into properties. As market challenges arose, such advancements helped Active Agents retain a competitive edge.

Customer Service as a Growth Catalyst
Tara attributes much of Active Agents’ growth to tenant referrals—a testament to the company’s exceptional service. By providing genuine assistance and feedback to prospective tenants, even when they weren’t leasing from Active Agents, Tara created brand advocates among tenants.

Looking Ahead: Growth with Purpose
Under Tara’s leadership, Active Agents has grown while maintaining its core values. The addition of a sales department, led by Shane Bradbury, marks a strategic expansion. However, the company remains committed to selective, purpose-driven growth that aligns with its ethos.

Managing Work-Life Balance in a Family Business
Working alongside her husband, Shane, Tara acknowledges the importance of clear boundaries between work and personal life. Strategic communication and prioritising family well-being have been central to managing these dynamics effectively.

Future Prospects and Unyielding Resilience
The next chapter for Active Agents will focus on continued growth, innovation, and maintaining its ethical foundations. Tara’s dedication to exemplary service and adapting to industry changes will remain central to the business’s ongoing success.

Summary
Tara Bradbury’s journey with Active Agents highlights resilience, innovation, and a steadfast vision. Her story offers invaluable lessons for business leaders navigating change. Tara’s advice resonates deeply: never let naysayers define your path; remain true to your vision, ask the right questions, and forge ahead with purpose.

FAQ on building tomorrow’s leaders, core philosophies, and building market momentum with Brian White

1. Who is Tara Bradbury?
Tara Bradbury is the founder of Active Agents, a real estate agency based in Hervey Bay. She is recognised for her innovative approach to property management and her commitment to leveraging technology to improve client experiences.

2. What is Active Agents?
Active Agents is a boutique real estate agency known for its paperless operations, tenant-focused innovations, and exceptional customer service. The agency recently celebrated its fifth anniversary.

3. What were the challenges Tara faced in the early days of Active Agents?

• Transitioning to a completely paperless office in an industry resistant to change.
• Dealing with documents that required physical signatures before digital alternatives were widely accepted.
• Overcoming skepticism from industry peers about the viability of her tech-driven approach.

4. How has technology played a role in Active Agents’ success?
Tara implemented several tech innovations, including:

• Online application systems to simplify processes for out-of-area clients.
• Virtual tours to enhance property inspections for both tenants and landlords.
• Digital signatures to streamline documentation.

5. How does Active Agents handle regulatory and market changes?
Tara stays proactive by:

• Educating property owners about new regulations, such as pet policies and tenancy laws in Queensland.
• Maintaining transparent communication with clients to build trust and ensure compliance.
• Adapting strategies during major disruptions like the COVID-19 pandemic.

6. What makes Active Agents’ customer service unique?
Active Agents focuses on providing genuine support and advice to all clients, including prospective tenants who may not end up leasing from them. This approach has led to strong tenant referrals, a key driver of the agency’s growth.

7. How has Active Agents expanded its services?
The agency recently introduced a sales department led by Shane Bradbury, focusing on selective and value-aligned growth while maintaining its property management foundations.

8. What challenges does Tara face working with her husband, Shane?
Tara highlights the importance of setting clear boundaries between work and personal life, strategic communication, and prioritising family well-being to manage the dynamics of a family-run business.

9. What advice does Tara offer to others in the real estate industry?

• Stay resilient and adaptable in the face of change.
• Don’t let negativity or naysayers dictate your path.
• Remain steadfast in your vision while asking questions and learning along the way.

10. What are Tara’s plans for the future of Active Agents?
Tara aims to:

• Continue delivering high standards of service.
• Refine processes to meet evolving industry demands.
• Uphold ethical practices and maintain trust with clients.
• Drive growth while staying true to the company’s core values.