Toowoomba powers ahead with NutureCloud
BY COURTNEY MARTIN AND ISABELLE WALKER
Ray White Toowoomba , a Chairman ’ s Elite business led by Andrew Carter , has always been invested in the Ray White way . The office has been a keen adopter of processes and technology introduced by Ray White throughout its tenure , and has seen results , taking out Best Approach to Database Management in 2013 , Administration Team of the Year in 2014 , One System Integration in 2017 and Clients Choice in 2020 / 22 .
When the NurtureCloud roll out began to gain momentum , the business was seen by the NurtureCloud bunker team as the perfect candidate to onboard . Andrew pushed back , not wanting to be the ‘ guinea pig ’ but relented a few months later after the team proved NurtureCloud ’ s value , and a launch was scheduled with the team in June 2022 .
Prior to syncing the data to NurtureCloud , the Customer Care team was servicing 16,000 homeowners with quarterly market review documents and phone calls in Vault . Following the sync , a database size of 31,000 was revealed in NurtureCloud .
The office ’ s Database and Communication Manager , Jonathan Bauer , highlighted the opportunity to connect with an additional 15,000 client ’ s and transitioned his customer care team to making calls through NurtureCloud . The team were immediately benefiting from the efficiencies and propensity benefits that the Smart Call List and Property Reports provide .
Since going live , Ray White Toowoomba have consistently performed among the top 10 offices in Queensland for volume of calls , and in late 2022 and early 2023 , the business was one of the few in the group to be achieving new PBs .
But what ’ s most exciting is the market share they ’ re stripping from their competitors . Their number one competitor has for a long time been dominant in the marketplace . Headed up by two agents , each selling over 150 properties per year , they are both top operators with a long , successful history in the industry .
As the market began to change in 2022 , these agents started to have problems clearing stock and their days on market began to blow out . With NurtureCloud ’ s automated workflow around competitor listings , this enabled the team at Ray White Toowoomba to easily target listings that had been on the market for more than 45 days .
Ray White Toowoomba ’ s listing share has increased 31 per cent year-on-year to 11.91 per cent (+ 2.82 per cent ). They ’ re now the top agency based on listing share , taking first place from the aforementioned competitors , who have decreased their listing share 5.5 per cent year-on-year to 10.38 per cent .
And while their listing share growth has been achieved through improved processes and structures , rather than an increase in salespeople , NurtureCloud has given Andrew the confidence to recruit now that the business is generating 50 per cent more appraisals and he can guarantee leads for his sales team .
This is the story of a business which has taken full responsibility for their lead nurturing strategy , but each business needs to use NurtureCloud in a way that suits their model - either through using the dashboards to hold their teams accountable , delegating to associates , or outsourcing to Concierge . With the mindset of nurturing accountability and consistency , improving market share is inevitable .
THE NUMBERS
Appraisals were up 49 per cent year-on-year .
Listings were up 15 per cent year-on-year , despite market listings being down 16 per cent .
Number of calls to generate an appraisal was less .
Appraisal to pipeline ratio had increased .
The Communication team has expanded ( from three to four people ).
In the 2021 / 22 financial year , prior to turning on NurtureCloud , Ray White Toowoomba finished 27th in Ray White QLD with a GCI value of $ 4.32 million . This year , their current ranking is 18th , and GCI projection is $ 4.61 million .
33