When Tahlia Gabrielli accepted the Community Service Award at Ray White’s international conference earlier this year, she wasn’t thinking only about charity. She was thinking about business strategy.
For the Principal and Owner of Ray White Mt Gambier | Robe | Penola, community involvement isn’t a feel-good extra or a marketing side project, it’s a deliberate commercial decision designed to strengthen brand equity, client trust, and team performance.
“We’re regional, which means you’re closer to your clients and your reputation moves faster,” Tahlia says.
“If we don’t have our community, we don’t have our clients. The two are inseparable.”
In FY2024–25, Gabrielli’s business invested close to $45,000 directly into the local community through sponsorships, event partnerships and charitable programs.
The figure might look high on paper, but for her, the returns justify the outlay.
“You can’t buy that kind of brand exposure in a regional market,” she says.
“If you show up consistently and execute well, you stay front of mind long after the event ends.”
Turning sponsorship into strategy
Two flagship events demonstrate how Ray White Mt Gambier treats community engagement as part of its business plan rather than its marketing budget.
The Blue Lake Carols, one of Mount Gambier’s largest annual gatherings, received $10,000 in sponsorship from the office, with an additional $26,000 invested in an activation called Little Ray’s Workshop.
The event drew a crowd of around 5,000 people and featured free family activities, giveaways, and a life-sized mascot named Little Ray.
“The scale of that event gave us visibility you couldn’t achieve through traditional advertising,” she says.
“But it also reinforced who we are – approachable, family-focused, and committed to doing things properly.”
The office also played a pivotal role in underwriting the Mount Gambier Gold Cup, contributing $10,000 in sponsorship and a further $30,000 to host The Atrium – brought to you by Ray White, a premium marquee experience that has become a drawcard for the event.
The initiative raised an additional $3,500 for local charity Four Reasons Why, which supports families in hardship.
“When a long-term sponsor pulled out, we didn’t want to see that level of experience disappear,” Tahlia says.
“These events matter to the tow, not just socially but economically. They bring in tourism, support local business and create the kind of goodwill that keeps a regional economy moving.”
The commercial returns
Tahlia’s view is that community involvement pays off in three measurable ways: visibility, trust, and retention.
“You don’t get an instant sale from sponsoring a community event,” she says.
“But when someone needs an appraisal or property advice, we’re already the first call because they know who we are and they’ve seen what we contribute.”
That trust translates into tangible business outcomes.
The office consistently ranks among the top performers in its region and continues to grow its client base through referral and repeat business rather than heavy reliance on digital advertising.
“You could spend the same amount on paid ads and get less impact,” she says.
“This way, we’re building long-term equity rather than chasing short-term clicks.”
The benefits extend internally too. “People want to work for a business that stands for something,” she says.
“Our team is proud of what we do in the community. It creates buy-in, accountability and a sense of belonging you can’t manufacture.”
This alignment has become part of her recruitment advantage: “When candidates interview with us, they already know we’re heavily involved in the community,” she says.
“It attracts people who want to contribute.”
Doing less, better
The key to effective community strategy isn’t volume but quality, explains Tahlia.
“Start with one initiative and do it properly,” she says.
“You don’t have to be everywhere, but whatever you do should be executed well and reflect your business values.”
For her team, that means choosing events and organisations that are authentic to them – football and netball clubs where staff play, schools their families attend, and charities they genuinely support.
“People can tell when something’s just a logo exercise,” she says. “If you’re not involved, it won’t resonate.”
Regional advantage
In a regional market like Mount Gambier, reputation spreads quickly – for better or worse.
“You can’t hide behind branding in a small town,” she says.
“If you don’t deliver, people will know. But if you’re consistent and visible, the impact compounds year after year.”
That consistency has now been recognised at the highest levels of the Ray White network.
In addition to winning the South Australian Community Service Award, (as mentioned above Ray White Mt Gambier also took home the international honour), the agency took the title of ‘Best A Little Ray of Giving Activation in Australia’ for its annual Christmas appeal supporting AC Care.
While Tahlia values the recognition, she’s more focused on the broader implications for the industry.
“Real estate is about relationships,” she says.
“We sell homes, but ultimately, we sell trust. When you invest back into your community, that trust becomes your competitive advantage.”
She believes the industry sometimes underestimates the commercial value of genuine community engagement.
While most agencies focus heavily on digital lead generation and short-term campaigns, she sees a different kind of ROI in long-term local involvement.
“I’ll usually try to say yes to anything that benefits the community because you never know when we might need help ourselves,” she says.
“It’s about reciprocity. You give where you can, and it comes back in ways you don’t always expect.”
She also acknowledges that balancing community commitments with business demands can be challenging, but the return makes it worthwhile.
“Yes, it’s time-consuming … But I see it as time invested in our reputation, our network and our team culture.”
For Tahlia community involvement is not a sideline, it’s a growth strategy.
“We do it because it works,” she says. “When the community thrives, so does the business.”
