Blog / Leadership
Rocking the Suburbs with Nyree Ewings LJ Hooker Cleveland
Rock stars comes in all guises. Sometimes, the rock star agent from the funky agency is just the kind of agent a segment of the market doesn’t want. Sometimes though, rock star agents are less obvious; they work the suburbs, building an appreciative fan base.
Nyree Ewings is an emerging rock star of the industry. She really understands her market. For three years in a row she has made it onto the A list – the Top 100 agents in Queensland across all agencies and brands. She knows that her clients don’t want rock stars; they want an agent who values authenticity, tradition and consistency.
Tiny and known for her high heels, Nyree has been working her magic for older people and families looking for homes in and around Cleveland, Brisbane, in the $400,000 - $450,000 range. She really understands her clients, trusts her instincts, works her diary and keeps it organic and real. Inspired by the Complete Salesperson’s Course in Hawaii, Nyree has gone from writing $450,000 to $480,000 to $752,000 in fees over the last year, completing a fantastic 74 transactions. She credits her success to, “just doing consistently more of the same, always applying and using my time well and just doing more of it.” Her clients really value her genuineness and her tireless work ethic.
First and foremost, Nyree really knows that her clients value sharing stories and want an agent who cares about where they are going. Mass approaches wouldn’t work with her demographic. Her older clientele really appreciate face-to-face, genuine interaction and communication. As many of her clients are older, selling the family home is a significant moment and an emotional wrench.
Her clients welcome, as she says, “the good old traditional methods of having a Just Listed or Just Sold in the letterbox.” They also value the time she takes to connect with their story and she lets them know that selling their home, “is probably one of the last biggest decisions that they are going to make into their retirement or leading into retirement or going into a retirement village”.
As Nyree says, she lets them know that she has “dealt with a lot of people in the same circumstances and we have had great outcomes, really good results and had a great relationship there as well.” Her success has been grounded in letting them know that she is experienced in that area, but also that she cares about where they're heading.
Mastered the traditional art of working a diary
Nyree adores her diary. She says, “There is a real connection when you write something down. It helps you memorise it - more so than digital.” She has just converted to a digital diary and will move towards incorporating a database but wants to make sure it is her methods and her personality driving her business forward.
Values real connections with people
Nyree also really understands how her business is founded on relationships with clients. She says, “I certainly see the value in establishing a database with the past seven years of my sales clients in there, buyers and sellers alike.” She’s very keen to make contact again with her past clients, understanding the value of those relationships. She says, “I want to harness the clients that I have had over the last seven years - buyers and sellers. I want to really tap into them as well. It's such a personal moment buying or selling and you're involved there in the thick of it, whether it's 11:00 at night or 7:00 in the morning from an inspection through to negotiating a sale.”
However, Nyree wants to, “ensure that in the future, when the database starts running more effectively, that my system will be the driving force behind it - that it’s not just content, but that there is more of a caring message behind it.” She firmly believes, “If you’re genuine and real and just authentic and show that you actually care about people and where they're going, and know what's happening in their lives as well”, agents will be rewarded.
Leverages off a traditional brand
Clients in her area value reputation and tradition. She says, “Our business has been there for around 20 years now at LJ Hooker in Cleveland, so there is the strong reputation out there in the local market. They've been a market leader for a very long time. There are all different types of agencies out there. Some of them are a little bit more boutique style, some of them are a little bit more fine dining.” For Nyree’s clients, her agency, “provides good value. We provide great exposure as well and a good experience. It doesn’t have to always be typically high-end milliondollar properties. We're dealing with everyday people, everyday investments, real people.”
Knows when to take the pressure off
Nyree appreciates how important it is to know when to apply pressure and when to back off. She explains, “Whether it's at a listing presentation or whether it's an appraisal or sale, when you're negotiating an offer, you must know when to recommend that it's time to move forward and consider something and know when not to. Sometimes clients will genuinely say to you that, "We don’t have to sell, we don't want to sell’, and that's okay, too. It’s important to respect that decision and let them know that you're here for the future for them as well and you respect where they're at and that you're looking forward to working with them again in the future, too.”
Interestingly, by understanding her market so well, Nyree has been so successful that she is on her way to becoming a rock star agent! She’s speaking at conferences and breaking complex and street records and more and more of her clients are repeat business. She’s rocking the suburbs!
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