Episode 14: Why agents need personality-driven marketing

 This episode of One Goat and The Property Guys dives deep into what really separates average businesses from unforgettable brands.

The team sits down with Hayley Galea — the creative force behind the marketing evolution of Harcourts Property Centre — for an honest, hilarious, and insight-packed conversation about modern real estate marketing, leadership, creativity, and building a brand people genuinely connect with.

From making “nuts and bolts” sexy in the fastener industry… to helping shape one of Queensland’s standout real estate brands — Hayley shares the mindset, passion, and relentless drive behind elite marketing.

In this episode:
 🔥 Why agents need personality-driven marketing
 🔥 The real purpose of marketing in 2026
 🔥 How creativity and discipline work together
 🔥 Why most businesses market themselves poorly
 🔥 The future of AI, SEO, social media & branding
 🔥 Why being yourself is your biggest advantage
 🔥 Building culture, trust, and leadership inside a growing business
 🔥 The importance of staying adaptable in a fast-changing world

Plus plenty of laughs, chaos, and classic One Goat banter along the way. 😂

One of the standout lines from this episode:
 👉 “Talent’s important… but discipline is more important.”

And another:
 👉 “Be yourself. Everyone else is taken.”

If you're in real estate, business, sales, marketing — or simply want to build a stronger personal brand — this episode is packed with value.

⏱️ Episode Length: 40 Minutes

👍 Don’t forget to LIKE, SUBSCRIBE & COMMENT
 🎧 Available now on YouTube, Spotify & Apple Podcasts

#OneGoatAndThePropertyGuys, #HayleyGalea, #RealEstateMarketing, #PropertyMarketing, #MarketingStrategy, #BusinessPodcast, #Branding, #DigitalMarketing, #PersonalBranding, #RealEstateAustralia, #HarcourtsPropertyCentre, #Entrepreneurship, #SalesAndMarketing, #CreativeMarketing, #PodcastAustralia, #Leadership, #LeadGeneration, #SocialMediaMarketing, #BusinessGrowth, #QueenslandBusiness

Transcript

SPEAKER_05 0:00

Success in life isn't what you know, it's it's how much you're prepared to rip in and have a go. I mean, knowing things is obviously important. But you can't judge the size of someone's motor. And in life, that's everything.

SPEAKER_04 0:09

Guy I went to school with had a tattoo on his arm. I remember it clear as day now, which is good, better, best, never let it rest till your good is better and your better is best. And and I think you just have to keep trying to get better.

SPEAKER_00 0:20

When you lose that confidence, it's about finding what makes you tick again. It's about putting things into perspective and going back to the process.

SPEAKER_04 0:26

If your business isn't going forward, it's going backwards. It's because everyone around you is going forward. So if you're not, you're going backwards.

SPEAKER_05 0:32

Yep, talent's important, but discipline is more important because your fallback position in life, if you've got the ability, has to always be disciplined. Or else you end up just not quite getting to your potential, right? I've had heaps of good advice, Sam. But at the end of the day, dream big, possibilities are endless. And just believe in yourself.

SPEAKER_06 0:50

Do or do not, there is no try, which means if you're gonna do something in life, just do it, back yourself. Otherwise, don't do it at all. There's no trying if you're not 100% in.

SPEAKER_04 1:06

Welcome to uh another great episode of One Game to the Property Guys. Fire off Hailey. Haley's the most passionate person in our business. I love it when Hailey just gives one of her sermons to the people.

SPEAKER_05 1:24

I love it.

SPEAKER_04 1:25

At business planning each year. You can rely on Haley.

SPEAKER_05 1:29

Just rip the layers off the onion.

SPEAKER_04 1:32

Yeah. If we are ever in deep trouble, I need Haley on the microphone spinning it for us because there is no one more passionate about our business than our head of marketing. I agree.

SPEAKER_05 1:44

She would have made an amazing defence attorney. Yeah. Imagine a speech at the at the end of it. If I was in the jury, I'd just go, innocent! I'd yell guilty!

SPEAKER_04 1:56

Innocent! I'm done. No, Hale's welcome. It's one of the great introductions to a podcast.

SPEAKER_02 2:04

Indeed, thank you.

SPEAKER_04 2:06

I remember when we first interviewed Haley, right?

SPEAKER_01 2:09

Here we go.

SPEAKER_04 2:11

No, it was in the office that we actually were just speaking about the great Sim Gill. It was in the office we cleared for him.

SPEAKER_05 2:20

It was the fish bowl.

SPEAKER_04 2:21

The fish bowl. And we uh we had a little meeting room in there, and uh big Jeremy Patterson. Yeah. Recruiter extraordinaire.

SPEAKER_01 2:30

Uh and A B didn't even fit through the job. That's what I remember. You walked in and you sort of had to walk sideways. Or did I? Yeah. Yeah.

SPEAKER_04 2:38

Yeah.

SPEAKER_05 2:38

Con the fruiterer. I have lost a lot of weight since then.

SPEAKER_04 2:41

Yeah. But you still carry watermelons under your arms. That's true.

SPEAKER_05 2:46

Are we here to interview Haley or are we here to give me a roast?

SPEAKER_04 2:49

No, we can go now. Mate, you um When we first interviewed Haley.

SPEAKER_05 2:52

That's what we're talking about. Um, because what traditionally happens in a real estate business is you get a cracking administrator, they absolutely nail it, and then where do they go after nailing their administration position? Marketing. Straight into marketing, right? Yeah. We go, no, no, no, no, no, no, we don't want to do that. And and not that we haven't grown people through our business, but what I will say is we went specifically to the market to find a marketing genius and we found it in Haley.

SPEAKER_04 3:21

Mate, absolutely, and you know, credit to Hales, because do you remember our marketing person before Haley? Nick. Nick Zishke. She was epic, she was unreal. And I think when she resigned, we were like, oh God, how are we gonna fill the void? So shout out to Zishki as well, because she's a legend. I'm sure she watches, isn't it? She would be, she loves a pod, she comments all the time. She drops in my DMs all the time. She doesn't drop into yours. No. Interesting. I don't even know how to check them. But anyway, so but that but credit to I suppose credit because Haley has has come in and just made this role her very own. And what an awesome addition to the business.

SPEAKER_05 4:03

Because you often talk about it, and he talks about it in front of you, because you used to work for a nuts and bolts factory, right?

SPEAKER_04 4:09

No, it's funny when you say fasteners because no one knows what it is. So you say fasteners.

SPEAKER_05 4:15

Yeah, fasteners. But that's a nuts and bolts company. If you can make fasteners look sexy, imagine what you can do in real estate.

SPEAKER_04 4:23

Yeah. And look at what you do. I do it with the closed eyes and the head wobble like you would do.

SPEAKER_05 4:27

You make it you make real estate marketing great again.

SPEAKER_04 4:32

Oh that's nice.

SPEAKER_05 4:34

Yeah, you do. No, absolutely. You absolutely do. We'll stop taking the piss now and we'll but that was a good interview, wasn't it?

SPEAKER_01 4:40

Yeah, all it needed was chips and beers.

SPEAKER_02 4:43

Oh that we would have been sweet.

SPEAKER_05 4:45

We had you from day one, hey.

SPEAKER_02 4:47

Yeah, uh Yeah. It it and it's just sorry, like I've got to say that one thing that really excited me was the Prestige brand. Yeah. When Sam showed me what had just started in Prestige and then we took it from there. It was so exciting. Yeah.

SPEAKER_05 5:03

Why do you give him the credit for this prestige thing all the time? It's like he's a little bit more charisma, mate. Sam is your favourite, right? Yeah, because you didn't have to make it so obvious.

SPEAKER_04 5:14

Yeah, because you're blue-collar Fernie Grove, mate.

SPEAKER_05 5:18

Any of the viewers watching him from Fernie Grove, it's a good quality suburb, mate. I hope you get hate on that. Yeah, I hope someone from Ferny Grove goes, get over yourself, Devil and you Wally. Yeah, they probably will. So I encourage it. Anyone from Fernie Grove or Fernie Hills, give it to it.

SPEAKER_04 5:37

No, so the prestige brand, Haley, I think that was something that um was was started maybe a month or two before you um came on board and and then you've picked it up and and really made it your own, um, which I think is a is a great credit. Why do you think, you know, put the put the you know, the branding of our prestige brand is is is great. Um so great that now head office, you know, um if they can't beat you, join you. So um R D by Head Office, they're you know, they they've they've come to us and and um and they're now starting their own prestige brand as well. Um why do you think there's been so much success with that brand?

SPEAKER_02 6:24

I think because uh like for me as a marketer, I think you know, to be a good marketer, you've got to step in the shoes of salespeople, you've got to get along with everyone in a business, and you also have to you've got to step in the shoes of a salesperson and actually think about what they want. And I just used to talk to everyone, and it helped that when I started, we only had Ben Lee and Kooper Office, and we've grown into this shortly after we we had Willow Point and Noosa, and they were very different. Yeah, and so I got a really good idea about what they wanted, and we had some pretty big star agents early on in the piece who were doing beautiful things, you know, styling property and just getting these beautiful, beautiful properties. And I'm like, well, how do we make that look good? And I really listened to people and just took that into the marketing. Um, and I think, and then the rest of it's the agents, but if they have good marketing, they'll be passionate about that when they sit in front of the you know, owners or sellers, you know, whatever.

SPEAKER_04 7:29

Yeah. And so what do you think makes a great marketer?

SPEAKER_02 7:34

Um, I think you gotta be creative. Um, you gotta like people because if you don't uh they'll see through that, um, you gotta be passionate, you gotta be passionate about whatever you're selling, whether it is nuts or bolts or beautiful, beautiful property or any property really, you know. Um, and that's another thing for me. I I've tried to lift the brand so that no matter what sort of dwelling you have, you feel special. Um, I I want that to come out with us. I want it to be, you know, feel like the you know, the owner feels like they're being looked after.

SPEAKER_05 8:10

Yep. Yeah. I I love how you make it your personal mission to embrace it and grow it. Like I think, you know, we often joke about what we'll be doing in 10 years' time, sitting back having a laugh about bits and pieces. And I think if we're all sitting back somewhere in 10 years' time having a quiet drink, reflecting on you know our business, a massive component of that would be how sophisticated you made our marketing.

SPEAKER_02 8:35

Yeah, and I and I think it we just need to keep on the pulse and just keep it going. When I sit down with um agents when I first meet them, especially when I first meet them, I show them everything we can do for them, but then I always end on you're the best marketing tool you've got. You've got to get out there, you've got to get out in the community, you've got to do this, you've got to do that. Because they are they're so much more powerful than they realise sometimes, you know, and it's it only takes little things to market your business well. It doesn't just take a piece of paper, a little flyer, whatever.

SPEAKER_05 9:09

You talk about creativity, and I think 100%, like you're probably one of the most creative people I know. I mean, you you you paint, and I remember you got your first tattoo, right? And then you end up with like 17 of them really quickly because you're like, oh, I like that. Um, but creativity and marketing just go so hand in hand, right?

SPEAKER_02 9:34

Oh, definitely, because it it helps with um with when you're designing to make it work, because you've got to think, okay, how do I make this marketing work? And it doesn't matter if it's online, printed, whatever it is, it's got to work for the person you're talking to. And sometimes less is more, you know, you just got to know that balance, and and not everyone has that eye, and that's okay. Um, but if you have it, it it just makes life a lot easier, I think. You know, and and it will, it'll it it should. If you're passionate about the brand and you're creative, you should be able to do a good job no matter what you're selling.

SPEAKER_03 10:12

Yeah, yeah.

SPEAKER_04 10:14

What's your favorite, what's your favorite bit of marketing you've done for the business?

SPEAKER_02 10:22

There's so many different things. I I just whatever I've done, sometimes I'm like, oh, how am I gonna do this? And then at the end, I look at it and go, Oh, I'm really proud of that. Yeah, yeah. You know, I I'm probably the most proud of the stuff where people come to me, the agents, you know, our people come to me and I'll say, Oh, okay, and they'll ring me. If I if they ring me about an appraisal, I'm like, okay, here we go. What have they got for me? Yeah, yeah. And then they say, you know, oh, this person's in marketing. I'm like, oh, game on. You know, and it's great. Um, yeah, so that's probably that's it's probably those things when they come to me and ask me. It's no one thing, because I feel like the minute it's designed, whether it's, you know, whatever it is, it it'll be improved next. It should always be evaluated, improved, you know, listening to people, yeah.

SPEAKER_05 11:14

Yeah, I I love how you can on one hand be um, you know, very marketing-driven, oriented, creativity, all of that, yet you also encompass what the salesperson wants as well. So you it's trying to find that happy medium between the two, isn't it? Like you probably in your own heart of hearts go, Well, hang on, this is how I would do it. Yeah, but at the end of the day, you you're there to deliver value to not only the seller, but probably more importantly, our team, right? So you've got to have people from our team come and go, This is what my ideas are, yeah. And to be able to mesh those two together, I think that's unreal. Yeah, and I always have that ability to do that.

SPEAKER_02 11:54

Uh, I always try to bring out their personality in their marketing too, because um, you know, we're a little bit lenient on the brand, but it's still, you know, quite prominent. Um, if someone's got a colourful personality and we've got a few, I just bring that through, just like Amy Bennett, who was on this chair just before me. She she's incredibly fun, and that comes through in her marketing. Yeah, you know, a lot of people um, you know, they go that way and we kind of build up their own little style. Yeah. Um we do things with our images or whatever it is, yeah, you know, to make that consistency.

SPEAKER_05 12:28

Yeah.

SPEAKER_02 12:28

Yeah, but I love it.

SPEAKER_05 12:30

And I love how you don't just follow the cookie-cutter approach to marketing. Because when I I guess when you you're you're the marketing manager of a business our size, it would be really easy just to cookie-cutter everything, right? Because you know, that's you know, you provide the value to the people like there's only three or four of them, right? Yeah, yeah, and that's we try to that's really but that's special, right? Yeah, and that's wrapped around you as a leader of that business, but also the quality of the people that you have around you to support what your dream and vision for the branding is, right?

SPEAKER_02 13:02

Definitely.

SPEAKER_05 13:03

So good.

SPEAKER_02 13:03

Yeah.

SPEAKER_05 13:04

Why do you love the business?

SPEAKER_04 13:05

You're the biggest advocate of it. You're so passionate. What do you love most about working with HPC? Sam.

SPEAKER_01 13:14

Oh, yeah. No, because he's he's a numbers man. I love numbers.

SPEAKER_04 13:18

Working with Sam.

SPEAKER_01 13:19

I love mate.

SPEAKER_04 13:20

You listen, Haley, without except for me, what's the thing you love the most? Or what's what do you love about working with HPC because?

SPEAKER_02 13:28

And Aaron. I love Aaron too. And Nathan. Um I like the diversity because I'm a little bit, you know, I'm a bit like I love everything, a bit ADHD, I think, but I love just doing different things all the time and coming up with solutions all the time. Yeah. And um, you know, I'm always trying to work uh work with you on that, Sam. Just trying to come up with solutions. I love coming up with solutions, and it it's not just about all the pretty stuff. I think, you know, me as a person, I also love finding efficiencies so that and I'm allowed to do that in this business. Like there's no red tape with us, we just can get in there.

SPEAKER_05 14:09

Right, exactly, and and you're allowed to do it. You know why you're allowed to do it? What is because we trust you, yeah, and you're better than us, and and that's the one and the short of it. Yeah, that's why you'll be better than me. You might not be better than Sam because Sam's the best at everything, but but a fuck triple the man, the man. Um, but you know, we tr we trust you, you know, like here's the keys to the cargo drive it, sweetheart, and yeah, and you drive it with such passion and enthusiasm. And and like being involved in a meeting with Haley in a leadership meeting is awesome. It's like someone's just giving you a massive injection of endorphins to go, come on.

SPEAKER_04 14:49

Yeah, yeah.

SPEAKER_05 14:50

Like, I'm happy to bring the energy to any environment, but you just you go.

SPEAKER_04 14:54

It's some it's like sometimes fun just to wind Haley up a bit and go, go inspire the people.

SPEAKER_05 14:59

So poker and then you run.

SPEAKER_04 15:01

Yeah, yeah, that's it.

SPEAKER_02 15:02

But I think it's important to inspire everyone, especially if you're passionate. And and and as I said before, like I I need to be passionate about what I sell. There's things I would never sell. Uh I wouldn't work in gambling, for instance. I couldn't be passionate about that. But property, who doesn't love property?

SPEAKER_03 15:19

True.

SPEAKER_02 15:19

And it's just be have to have it from the gut down, yeah, you know, that are so yeah, I get that.

SPEAKER_04 15:27

Yeah. Um so what do you think people misunderstand about your role? And it's probably people within our business is as well, but what do you think the general public misunderstands about marketing in a real estate business in 2026?

SPEAKER_02 15:44

Yeah. Well, it it it's hard to say because a lot of companies do run their businesses differently. I think we're quite unique in the factor number one. We're a real estate business with a marketing department.

SPEAKER_04 15:57

And we have who would have thought people who market properties have a marketing department, exactly, but a lot don't, you know, and they just use all of the you know the great stuff that head office do supply.

SPEAKER_02 16:09

If you've got a small business, I think it's fantastic what they have. Yeah, um, but for us, it's um, you know, we're big now and we've got a great big team. Um yeah, I think I don't know where I was going with that.

SPEAKER_04 16:24

It doesn't matter where it doesn't matter where it's like.

SPEAKER_05 16:26

Whatever you say is awesome.

SPEAKER_04 16:28

So yeah, but I think that is misunderstood in 2026. Yeah, you know, one one of the things that we identified very early on, and Aaron talks about all the time. We went down and we spent time inside Harcourt's Coastal back in the day, now the coastal group with with Dane and Kim and Rob and Katrina Matic and those sorts of guys, and and we took a lot out of it. One thing we noticed pretty quickly is they had a marketing person who was there to help and support the agents, and and so I think the thing that is misunderstood by a lot of the marketplace, certainly the mums and dads who might be sitting out in the in the suburbs, is that um whilst real estate agents sell real estate, it's our job to market it as well. And some agencies don't have a full-blown marketing department.

SPEAKER_05 17:18

So most don't, mate.

SPEAKER_04 17:20

Most don't, but we've got six people within your team now from social media, two graphic, three graphic designers. Um, we built a printing room. Um, and so we've we we got a printer that then required a printing person. Um, and so you know good to see her around the sunlight today, too.

SPEAKER_01 17:41

We love Sonia. She's incredible.

SPEAKER_04 17:43

How good is she though? She's got skills, she's got great skills. Sonia's unreal, but yeah, it's the coldest room in the building. So it has to be. Yeah, it has to be for the for the size of the printer. But yeah, um, you know, that's that's what I think is misunderstood. And and that's what I love about having Haley and the team is that we actually have a marketing department who can you know do stuff on the run and on the fly and and get our business um better. So what do you you know? I I know we talk about having a yes business and a yes culture um from an administrative point of view, and certainly from a leadership and management point of view, we want to say yes to our agents. Yeah. Um, how do you guys best support the team? Because they're very um every agent is is very different in how they want to be marketed.

SPEAKER_02 18:31

I think for me, it's it's actually it comes back to me as in me supporting my staff around that. So they usually do get the requests come in and then I just support them. So sometimes I'll need to jump on the blower and have a chat. Um, and they're really cool. Usually, you know, whatever I sort of insist, they're pretty cool with. Um yeah, they're they're pretty easygoing most of the time because I I think they just want to get the best result. So yeah.

SPEAKER_05 19:02

It was interesting because we we had a before we had this podcast today, we had a meeting with one of our salespeople who who's unreal quality epic human and just made a few notes on okay, we could do this to improve this and this and this. And one of them was around the new website that you guys have built. Um, and she said, Oh, you can't do this on it. And I said, Can and so I just we're in the meeting, I text Haley and I go, Um, can we do this? And the answer is yep. Yeah, and then we quickly call you and you sit there and go, Yeah, I can do that. Yeah, that's why we built it in that way, and da-da-da. And then that person's just gone, looked at us and gone, okay, that's fantastic. And afterwards said to me, Wow, she's just is there anything she can't do?

SPEAKER_02 19:40

Yeah, but I I'll find out, you know. Uh most I mean, I've done a lot, I've been around for a while. Um, but I've done a lot. So I've usually done things that people ask me for, oh, but you never haven't done this before. Yes, I have. But then at the end of the day, if I haven't done it, yeah, um, we'll look into it. I'll always look into it.

SPEAKER_04 20:00

Yep.

SPEAKER_02 20:00

Um, yeah, happy to.

SPEAKER_04 20:02

Yeah, and what about the c like marketing's complicated now, right? So, you know, I we talk about this all the time. We've got SEO, um search, search engine optimization. We've got we've got meta, we've got um Google AdWords, we've got um so many different facts, and then that's just like website-y stuff. Then we've got all the social media stuff for the agents and the um and and all the social media stuff for the agency, yeah, and then we've got the prestige brand, like it's complicated in in 2026. Then we you were speaking about reviews before. You have to you know uh look at all the reviews, the good, the bad, and the ugly that that that come in. Um is it about being a specialist now? Or are you are you finding that we can have a really well-rounded business by getting um uh consultants in to help us?

SPEAKER_02 21:05

Yeah, I mean, we already are. We're getting suppliers all over the place, and we have to, it's too big. And it uh some things do require specializations, or they they've just got these really great um programs that are already set up, you know, that we couldn't do on our own. So we're always better off reaching out to the the better people in some some, you know, we we just got to pick what we need to do. Yeah, what is the most valuable thing to have in the office that runs 24-7, you know, the the staff in the office, and then the rest can get outsourced because the way everything's going at the moment, everything is outdated. So we could get a supplier today and it's the best thing since Lifestread in a year's time. Yeah, that we don't need them anymore because their product doesn't even exist, it's not even important. So yeah, and it's that's the sort of thing that I like I'm always keeping my eye on. Um because I want to spend the money in the right places.

SPEAKER_05 22:03

Yeah. So so how much time do you sort of put into researching new products and opportunities for us? And how much time goes into that?

SPEAKER_02 22:11

Sometimes Sam just sends me stuff.

SPEAKER_05 22:13

Yeah. Yeah.

SPEAKER_02 22:15

But I as I said, I'm always listening. Yeah. I'm always just looking at ads that come up. I'll just, yeah, I'm always open to change. Yeah. And I think that's tough for a lot of people, but I'm really up with that because I just want to make us the most efficient. Um yeah.

SPEAKER_04 22:31

Yeah, it was awesome. On you know, Hales and I catch up on a Tuesday morning, and last Tuesday we caught up for maybe, I don't know, it was maybe only 20 minutes or something. I said, Hailes, have you seen this? And I'd been playing around with um Nathan O'Neill's assistant. Do you know who that is? Chat GPT.

SPEAKER_05 22:50

And um and I'd been when you were AI and pictures of yourself to everyone.

SPEAKER_04 22:55

No, that was that was Nathan.

SPEAKER_05 22:57

But we'll get we'll get at the top of the podcast, we'll get a couple of uh AI paradigms. I particularly like the one in your pair of jeans and a white singlet. That was my personal favourite. Yeah, absolutely.

SPEAKER_04 23:10

Yeah, no, that's okay. We'll get yours up there as well, mate. Um, so what um but my point there is is that Haley's so coachable and there's no ego around the marketing decisions, um you know, which is which is what I what what I love about working um with Haley. What do you think is most important to the um agents?

SPEAKER_02 23:36

They're all different, yeah. They all work very differently, and I just yeah, as I said, I listen. I usually learn a lot on day one when I introduce myself when we have a great sit-down. Sometimes it goes for half an hour, sometimes it goes for hours because they love marketing. Yes. Um, some are more open to everything and they've been doing everything, but some like I guess some agents that you know they've got a side hustle, and that's cool too. And they're like, oh, it you know, bring up the side hustle. Then I'm like, okay, maybe we need to bring that into this business. That would really work. Um, you know, and we just sit and we usually brainstorm. And then I always tell the agents, come and talk to me in a couple of months when you've settled in, and we'll have another chat, we'll have another powwow. And and you know, sometimes I just sit with someone and I just hit them. I'm just like, okay, just talk to me, and then I just hit them with questions and make them think about what they want to do, you know, how they want to run their business.

SPEAKER_05 24:32

What an amazing position for a salesperson to be. Like, I don't know about you, mate. No, I never had it. I never had it. Like, you know, we never had a marketing department, it was an advertising department. Yeah, you know, because that you were still typing on a typewriter when I started. Yeah. Um, but in saying that, to what an amazing opportunity that any of our people have to phone you, book a time in with you, sit down, have a one-on-one brainstorm. Like you value. Get your pre-list stocks better, get your signature better, get your personal marketing letters better. Just, you know, and some like to be honest, some of our people don't know the depth of what is available to them just by meeting with Haley or one of her team to sit down there and go through everything to get it right. Um, it's an amazing position for our people to be in. I I just I appreciate that about you a lot.

SPEAKER_01 25:25

Thank you.

SPEAKER_04 25:27

Um right, so so to to bring it back to marketing and and you know the the brand it itself, where like where do you want to take it?

SPEAKER_02 25:41

It depends how many more offices we acquire, boys. Um, yeah, as I said, it it's all you know, everyday changes, technology changes. Um, for me, I feel like now to bring it back to marketing, um, you wear so many more hats than you did when I started in real estate. Um, I actually did work for a brief period when I was about, I don't know, 20 years ago now. And all you had was advertising, that's all you did. You just advertised in the paper.

SPEAKER_03 26:11

Yeah, yeah.

SPEAKER_02 26:12

Um, but now it's so multifaceted, and I have to be up with it in with so many things, you know. I have to understand lots of stuff, and so yeah, it's it's yeah, it's incredible. There's so much.

SPEAKER_04 26:27

And at the heart of it, I think a lot of people forget that it's you know, what do we do marketing for? Lead generation. Like that's that's as a business, yeah. Yeah, as a as a as a business, it's it's lead generation, it's profile, it's brand.

SPEAKER_05 26:41

But it's all yeah, lead generation is profiling an agent. Yeah. To to be the agent that they need to be to appear in the eyes of someone who goes, hey, listen, this is what I'm looking for, and I'm fair major, like Amy Bennett, like you know, any of our good people that embrace it and and look to just go outside the box a bit on it and and and just be a bit unique. And I I love that, and I love how you're always constantly looking for different ways to give us an edge in what we do. Uh it's it's so impressive from our perspective.

SPEAKER_02 27:12

Yeah, I do, and I and what I can make easier, I want to, because I want more time for the creativity. I I think that's the king. And we've got a few really awesome people, you know, even the agents want to sit down with them, you know. Sometimes we come up with these awesome ideas, and and that's that's that's the money bags, as far as I'm concerned, you know, at the end of the day.

SPEAKER_04 27:34

Yeah, yeah. Well, I also think we have some amazing marketers within our business.

SPEAKER_05 27:41

Like I look at um Uh, don't know names.

SPEAKER_04 27:46

True. Well, I'm not gonna forget her name.

SPEAKER_05 27:49

Oh, okay.

SPEAKER_04 27:50

Yeah, I was only gonna mention one name, which is Casey, right? Oh yeah, she is by far one of the most enigmatic people in real estate because she's one of the great storytellers from a real estate perspective.

SPEAKER_03 28:03

Yeah, yeah.

SPEAKER_04 28:03

Um, and that's what I find fascinating is that level of creativity that you and her have worked on. You know, Casey's been huge in the prestige brand and been really instrumental up in Noosa um to do that, and now alongside Georgia, they're doing great things um up there. Um but you know, from a creative point of view, how do you manage the perfectionist in someone like Casey versus the mainstream branding that we have across harcourts because they're two different they're two different things, right? At one end we've got uh an owner of a property that might be worth 10, 15, 20 million dollars versus uh investment property in Bean Lee. Like they're they're two different ends of the spectrum.

SPEAKER_02 29:01

Yeah, well, I mean it takes time, right? So someone like Casey, I've been working with her since day one, since she started in real estate, and um she was already a really good operator, you know. She she done a lot of interior design, she just knows how to get photos out of people, she just understands, and so once again, I just sat and listened to her and I just worked with her to get what she wanted. Um, and we've you know come a long way there, and there's still a lot more I actually want to do with Casey with the mainstream business. Um as I said, you know, when I started, I just want to freshen the brand up. I just wanted it to be Queensland brand because I felt it was um more of a Melbourne or you know New Zealand brand because it was very dark. Um, and you know, I want to wear the dark colours, I don't want to see them, you know, because we're bright and lively people, right? Whether we're in Beanley or Noosa. So yeah, that was important.

SPEAKER_05 30:00

And I also think it it's sometimes it's not just property specific, you know, it's easy to make something beautiful on the water and Noosa look great and something else somewhere else not. 100%. I I think it's also, you know, everyone's property is their patlas, and whether it's a you know $500,000 unit somewhere or whether it's you know, $50 million block of land, um, you know, everyone has the right to have their property made look unique and special, right?

SPEAKER_03 30:27

100%.

SPEAKER_05 30:28

And you know, you you don't look at the value, you look at what the intrinsic value for that client is.

SPEAKER_02 30:34

100%. A big thing for me, um, and I say this to a lot of agents, I always say every single day, I think to myself, what would I do if I was an agent? I live in an area where there are no HPC people, so I always think, how would I hit the ground running? How would I go up against that agent? How would I advertise there? What would I do? What how would I get involved in the community? And I sometimes give people examples because you know, they generally just haven't refreshed the palate, you know, and they just need that. But I'm always thinking about that. Like if I was an agent, how would I do it today? How would I do it tomorrow? Yeah, um, if I get a flyer in the letterbox, what would I have done differently? You know, I I'm always thinking that way because if I can't put myself in the shoes of the people I'm trying to represent, well, I'm not gonna do a good job, or I'm not gonna do a good enough job.

SPEAKER_05 31:25

That's just you you can't you can't teach that passion though, isn't it? No, you know, to put me out of the letterbox and yeah, how could I improve it? And you know, that's that's something that you know yours yours natural ability or skills are our blessing in that regard, right? To want to get better, yeah.

SPEAKER_04 31:43

That's what the that's where the passion is, is to actually make everything better and to not be complacent, right?

SPEAKER_05 31:49

Because you know, it's fair to say you've done the most amazing job, and and right now you could just plateau along and just do things as we've done them, but not you, mate. You just keep gonna raise the bar. You keep raising the bar.

SPEAKER_02 32:00

See, and and I'll always just try to improve. I always want to, you know, it I've got a very hard task because all my clients, and I I think of them as clients, you know, because if I think of them as staff, that well to me that's loss of battle already. Yeah, and that that's the thing, and they're all my clients are all different, and I just I want to give them what they want. And if they're not happy, yeah, I want to make them happy. Yep, you know, and and you can't do that by sitting in your office, you've got to talk to them, you know.

SPEAKER_05 32:32

Agreed. No ivory tower in the marketing department.

SPEAKER_04 32:35

Yeah, no, absolutely not. If if you were sitting, if you know there's gonna be lots of young agents sitting out listening, airways trying to work out how they get access to a Haley, right? And there's one easy answer, you can join HPC. The the the um the second part is what advice do you give to an agent starting out around social media, billboards, DLs, you know, what how do you think an agent should um you know market themselves?

SPEAKER_02 33:10

I think a big thing for me when they do start and they're brand new to the business, I always say go to Sam's training, the one that you do, the 12-week training, and always tell them the same thing. I know this isn't my marketing, it's but it's yours. I say when I sat right next to where you gave um those meetings every week, yeah, every week I learned something new. And I would only be passively listening, but I'd always learn something, even though I'd heard the talk a thousand times, you always delivered it better and differently. And that, but that a lot of that is marketing. Seriously. But it is, but then with the other stuff, with the other stuff No, make him any worse.

SPEAKER_05 33:58

Well, this is set up, do we say that?

SPEAKER_04 34:06

Taking the praise praise from like the podcaster beforehand, probably sending about compliments, let me know where you're not.

SPEAKER_01 34:13

But it's true, I think it's great.

SPEAKER_05 34:15

She wanted to meet with you afterwards talk about pay. We can't do we're not putting it down.

SPEAKER_02 34:24

So um there's that, but then when it comes to yeah, starting out, I'm just like, all right, we're gonna give you all this stuff, we're gonna look after it for you. Yeah, and then after that, here's a whole lot of other stuff. Go through that, work out what you want to do, but call me in two months. Yeah, please call me, or anytime before that. When you've settled in, you've got your head around what a ginormous step this is. And it's terrifying starting in real estate. There's so much to learn, it's so different from years ago, right?

SPEAKER_03 34:54

Yeah, yeah.

SPEAKER_02 34:54

Um, and it's it is a hard, it's not easy to start new, you know. But if you do, hats off to you. But listen and learn, and then come and talk to me, and we can, yeah. And then I usually learn about them, and usually if they've got a hobby or something, we can extrapolate from that.

SPEAKER_04 35:12

Yep.

SPEAKER_02 35:13

Yeah.

SPEAKER_04 35:14

I love that. We love it. Um, well, there's no doubt that you are the goat of marketing in our eyes. So you are today's goat hails. Um what I want to know because I always like I don't you guys wouldn't have done it, hey? Like the rapid fire questions.

SPEAKER_05 35:33

Yeah, rapid fire questions and goat goatly advice.

SPEAKER_04 35:35

Yeah, goatly advice, yeah. Do you want to ask that question? Oh, no, no, but like I'll tell a funny story. This will be good.

SPEAKER_05 35:42

So Hails has got two boys.

SPEAKER_04 35:45

Yep.

SPEAKER_05 35:45

Um, one's pretty wild and one's not, right? Mm-hmm. Anyway, so I see her this morning, I pull up out the front, and I go and I'm ready for a cuddle, and I've got my gym gear on, she goes, Oh, I hope you're not smelly for a start, right? No, no, I'm all good, right? Anyway, then she goes to me, was it was it Atticus or Atlas?

SPEAKER_01 36:03

Atticus.

SPEAKER_05 36:03

It was Atticus. She first thing she said to me is apart from asking me if I smelt or not, was oh Atticus finally broke a bone on his pushbike. So she's been waiting for it to happen because he's mad. He just goes on his pushbike and just takes off and just rides like a lunatic. He went over some jump and come down, crashed, and broke at Fernie, the BP at Fernie in my old hood. Yeah, I am. You should have got me to come out there. I would have given you a few tips on how to cross that jump better.

SPEAKER_04 36:32

Yeah, wearing your blue collar, yeah.

unknown 36:38

Yeah.

SPEAKER_04 36:39

So where do you go with the story?

SPEAKER_05 36:40

Yeah, yeah, but but that to me is just you know, like on one hand, you're just a quality mum, love your boys. Um happy to see them break a bone.

SPEAKER_03 36:50

Finally, yeah, yeah, just finally broken a bone.

SPEAKER_05 36:54

Unreal. How good. What bone did he break? Collarbone.

SPEAKER_01 36:59

Collarbone right here.

SPEAKER_02 37:02

Yeah, shattered. Oh pins?

SPEAKER_04 37:05

Yeah.

SPEAKER_02 37:05

No, it's all in the one spot, so he just has to wear a sling.

SPEAKER_05 37:10

Yeah, so you're doing just tough as it.

SPEAKER_04 37:12

Yeah, you'll be back out there in no time.

SPEAKER_05 37:14

In no time. But but on one hand, uh yeah, to be that, you know, mum, two boisterous boys, and on the other hand, just be this highly driven, motivated, competitive marketing manager. I just love that, yeah, both sides of the coin that you have. It's um, yeah, it's pretty special to be a part of.

SPEAKER_02 37:35

No, I wouldn't have it any other way.

SPEAKER_05 37:36

Yeah. Um, and I think Sammy's question was like, have you got what goat worthy advice? Is that how you say?

SPEAKER_02 37:42

Yeah, mate.

SPEAKER_05 37:43

What goat worthy advice would you offer any salesperson? You know, what I don't know, you finish it off. I got nothing when it relates to that. From a marketing perspective.

SPEAKER_02 37:53

Yeah. I think listen to yourself, look at what skills you've got besides real estate, you know, and and in the case of Casey, she loves styling, yeah. So she's used that to her advantage. You know, if you're into golf, use that to your advantage. Network or bodybuilding, sorry. Yeah, bodybuilding, yeah, yeah.

SPEAKER_04 38:18

Wellness, body sculpting. Well uh rugby league if you're into your A lines and your B lines and rugby league, put it out there.

SPEAKER_03 38:31

Can you stop it?

SPEAKER_04 38:33

Um, but I think that's good advice because I had actually ridden ridden down, you know, from a marketing perspective, you've got to be yourself, right? Yeah, like it wouldn't have been very good of us to do a really stiff podcast um where we were really formal about stuff because it's it's it's it's not us. But you know, I think that's the goat worthy advice from a marketing perspective is is be yourself because everyone else has taken.

SPEAKER_02 39:00

So but can I just add a question in? Oh, this would be good.

SPEAKER_04 39:04

So this is the first time someone's asked us a question.

SPEAKER_02 39:06

When people start with us, like you know, sometimes they come with horror stories, you know, they haven't been treated very well in the past, and I always say the same thing to them that I wouldn't be here if you guys were like that. You know, you're all playful and fun, but when the when stuff rolls downhill, you're actually quite admirable. You treat people with respect no matter what, and I've I just really I take pride in that working for a company that has three directors who uh who've got my respect.

SPEAKER_04 39:41

Well, no, thanks, Ailes. We should probably leave it there before I ruin it with my big fire questions, yeah. Um I will ask you one though. You can't help me though, get it. Come on, you can't so you made fasteners look sexy, right? Yeah. So what's your favourite screw?

SPEAKER_05 40:04

Oh, stop it.

SPEAKER_02 40:05

It's probably I love a chunky bolt. A new stainless 316.

SPEAKER_04 40:13

Stainless chunky bolt 316, you see? All I'm saying out there, if you need any marketing advice with property or any screw and nut advice, Hailey Gallia. Get all mate. She was a marketer of a fastening company. Imagine what she could do with property.

SPEAKER_05 40:37

I'm just I'm gonna stay out of that because I just will.

SPEAKER_04 40:41

Yeah.

SPEAKER_05 40:41

Excellent.

SPEAKER_04 40:42

Do you have a favorite screw? Uh thanks so much for joining us for another episode of One Goat and the Property, guys. Remember, make sure you vote for if they were a goat or a spud during the last episode. Don't forget to like and subscribe to YouTube and at Apple Podcasts so that we can keep creating great goat worthy memories.