Jason Rose, chief digital officer at Rental Express, joins Real Estate Pros to discuss his background in real estate sales and auctioneering, why he decided to focus on property management and how Rental Express has grown to be Queensland’s largest and Australia’s fastest growing property management organisation.

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Jason Rose: Building Australia's Fastest Growing Property Management Organisation

Show Notes

Jason started his real estate career in 1987 specialising in auctioneering in the humble New South Wales town of Armidale and shifted from sales to property management in 2006. From the nearly 30-year span of his career, Jason gives real and practical advice from which startups and businesses can gain insights relevant to any stage of their business lifecycle.

Last financial year, Rental Express signed 940 new managements and is developing the offices and staff in its five new locations in Brisbane and at Southport in the Gold Coast that manage more than 4000 properties collectively.

On keeping a 50%-50% balance in organic and acquisition-based growth, Jason recommends that “the processes go hand-in-hand, organic and acquisition. We look at it and say the organic stuff will fund the asset or the equity to go and make acquisitions if they become available and make sense at that particular point in time.” He also emphasises that keeping track of the numbers will complement the integral systems and technology tools to address the various efficiency-related issues when scaling up.

Jason adds that “it’s important to question the traditional property management software packages if they no longer support the business as it matures. We’ve tried everything to get what works best and it comes [down] to the individual business and how you operate as an individual business, and what’s gonna work best for you and your particular company.”

Jason continues in saying that, “At the end of the day, a property manager has to wear many, many, many different hats. The main skill [needed] is to be a good communicator … [It is] the biggest challenge, whether it is sales or property management … Easiest way to overcome it is to pick up the bloody phone!”

On marketing, Jason talks about direct response versus traditional brand marketing, Facebook remarketing and target marketing to maximise drawing in brand loyalty using Google Analytics information to create successful social media strategies.

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Key Takeaways

Fast Five

Who has been an inspiration to you throughout your career?
John McGrath (CEO of McGrath Real Estate)

What are your favourite things in the world to do when you’re not at the office?
Either watching a game of rugby on TV or live. BIG Rugby Union fan!

What is your favourite business book?
The Lean Startup” by Eric Ries

What is your favourite technology resource you use daily to help you run a better business?
Podcasts and Audio books (via Audible) on the iPhone

What is ‘one thing’ that prevents people in real estate from achieving success and what would your advice be to overcome it?
“The biggest challenge, whether it is sales or property management, is communication. The easiest way to overcome it is to pick up the bloody phone.”

Fast Fact of the Week

A recent Macquarie Bank benchmarking study on business performance, management and marketing strategy revealed that 64% of the participant agencies use social media to advertise property listings, yet when asked what the best channels to generate sales were, social media did not rank at all. Perhaps then it’s time to stop publishing property listings on Facebook if there is no perceivable benefit?

Discovery of the Week

For any business-owner looking for an uncomplicated and free graphic design tool that even amateurs or even the design-challenged can use, Canva tops the list as far as versatility and ease of use. The platform allows a user to create from a wide variety of templates and customisable designs to make every newsletter, blog site or email pop.

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