TRIBUTE: ‘IF WE’RE NOT PROUD OF THIS PRICE TODAY, WE ARE PASSING IT IN’

A real estate agent has many jobs when selling a property and the list is growing. In a few weeks we will add anti-money laundering to the list! As agents we audit the smoke alarms, the safety switches and the pool fences. We administer the legal contracts, build marketing campaigns, negotiate and a lot more. But, I believe our core responsibility is centered around one key job – to get your client the ‘maximum possible price’ for their property.

I’m sure that is assumed, but maybe it is not widely known that inside the industry there is a distinct difference between agencies that hunt the top price and agents that hunt the sale. To achieve the top price involves a combination of a number of strategies and skills. As a young agent one of my early mentors and leaders in this space was David Price. In the late 1990’s and early 2000’s David was one of Ray White’s young guns. After a meteoric rise as an agent at Ray White Alderey, he was appointed as a trainer and development associate for Ray White Queensland.

David became a very close friend. He trained agents on the benefits of auctions but always taught that an auction was only as good as the campaign behind it. Strong marketing and genuine engagement with buyers were the foundations that gave an auction the best chance of success. David took that philosophy and opened Ray White Bulimba in 2001. He grew a huge business and elevated the way real estate was conducted in that region.

David was the primary driver for me to buy Ray White New Farm in 2005 and the reason we now own Ray White Bulimba & East Brisbane today. Driving to an auction together one day he said: “If we’re not proud of this price today, we are passing it in. I’m not sure we’ve met enough buyers.” It was refreshing to hear. Last week sadly David passed away, too young at 54 and very sad for many in the industry. He was a much loved friend, a once in a generation talent and an industry giant. Vale David Price, a man who changed the course of my life and a dear friend I will never forget.