Within six weeks of joining The Agency, Bethwyn Richards is already setting new suburb records and going on a selling spree across Clovelly, Randwick and Bondi with great results.
Her ability to create lasting relationships with both vendors and purchasers has led to her impressive track record of selling the same properties multiple times.
Earlier this year, Bethwyn sold 43 Knox St, Clovelly, for $6.15 million for the third time, the previous time being in September 2011 for $4.2125 million. She also sold a property on the beachfront in Bondi twice within 12 months, for a price of $7.575 million in November 2016.
“A lot of what we do in real estate is about relationships and trust and integrity,” Bethwyn said.
“I think purchasers, after watching you throughout your past sales experience, want to have the same ethics when they come to selling. Buyers who have turned into vendors understand that I got the most out of them in terms of price so their instructions are to maximise the price from other potential buyers.”
What gives Bethwyn the edge over other agents in the extremely competitive Sydney Eastern Suburbs market is strong product knowledge and insight into all sales.
“You have to be aware of all sales, not just in your own company. You must know the market growth. It is an area that has exceeded much of NSW in terms of gains over the years and people want to hear that history. The numbers help convince the next purchaser to set the next record and benchmark. It adds to credibility and trust is such a large component. I regularly communicate and follow up with clients, letting them know I’m available for help no matter how far they are from selling. We can have these conversations one year in advance.”
Discipline and structure are tools in her arsenal that keep Bethwyn at the top of her game.
“I do all of my own callbacks because that’s the connection point. They are your future sellers. That’s where relationship building is done. I am always there for the whole duration of viewings. It’s not like I duck in for 15 minutes then I’m out. My clients know they can call me any time of the day.
“I also exercise six days a week, doing running and swimming. It keeps my mind and energy in place.”
Given her clientele includes a large portion of families, Bethwyn structures her sales around the school term structure. She knows a large portion of her buyers will be away during school holidays so runs her marketing and advertising accordingly.
“Between 6-8pm I receive a lot of calls and do a lot of negotiations, but I’m mindful of my client and who I’m working with. I choose not to work on Sundays, but if people are out of state or can’t do a viewing or meeting until Sunday, then I will work.”
“These buyers value privacy and discretion. It’s a very personal business and it’s not everyone’s business, and I am very loyal to their requirements.”
Bethwyn is not fazed by the fact she is one of the few women in the upper echelons of the industry.
“You’ve got to play your own game and put your blinkers on. What he earns and what she earns has nothing to do with me and my lifestyle and clientele. I don’t pay too much attention to that. The only thing relevant is product knowledge so you can have first-hand knowledge of what a property did or didn’t achieve. You’re in your own race.”
