Three young professionals. A growing rent roll. Loads of youth and enthusiasm. With a lively and interesting presence on social media that made us take notice, these ladies are all about having fun while building a serious business. Just over a year ago, aged 21, Jess Mazzocato, Director of RealEstate Precinct, started her own property management company by recruiting her sister Molly and good friend Kaitlin, and has not looked back. Samantha McLean spoke to Jess, Molly and Kaitlin to find out more about how their youthful, fun and โjust do itโ approach has created a thriving specialist property management company.
FIRSTLY A QUICK run down on roles and responsibilities. Jess, 22, is the Director of the business and handles most of the business development, inspection and other client facing duties. Kaitlin, also 22, is the Marketing Manager, and Molly, Jessโ sister, is just 16 and is personal assistant to Jess and Kaitlin.
I firstly ask Jess what led her into starting her own business. โI started in real estate at 16, and went straight into a reception role for just over a year. And then went to another and worked from assistant to property manager. I just felt that property management needed to have more focus. I wanted to create a business that isnโt your typical property management business. I wanted to do things differently and have fun doing itโ.
I ask Molly how she came to be in business with Jess. โOne day during the holidays Jess was really busy; she asked me if I could come in and do some admin for her. So I came in for a week and enjoyed it, and Iโve been working with her pretty much ever since.โ Do you think youโll stay in real estate, or are you considering other career options? โIโm thinking that Iโll go to Uni next year to study nutrition and health science. But I do like real estate, and while Iโm in Uni Iโll continue to work in real estate.โ
Having found these young dynamos on social media, I was keen to know a bit more about their approach to marketing the business. โWe do make the time to put something up every day that is clever and a bit interesting, to make people want to come to our page and look at what weโre posting. We do plan it out though and then schedule our posts for the entire week at once.โ
Do you find itโs successful for bringing in leads? โYes, we are increasing the number of people who follow us, particularly on Instagram and Facebook. We post things that show we are constantly working and constantly busy, but with a fun edge. We wanted to create a good vibe there, and I think weโve been successful in what we set out to achieve.โ
Their rent roll has grown to 160 properties under management in the past year and Jess has a goal of reaching 300 in the next year. I ask Kaitlin what other types of marketing she focuses on to build the rent roll. She explains, โAs well as social media, we do lots of flyers and letterbox drops where we have rented properties. We do a lot of handwritten prospecting letters so itโs really personal. Jess is also involved in the community, and it helps that a lot of people already know her. And that, mixed with our social media, is what is working right now.โ
What sort of things do you get involved in? Jess says, โAnything and everything! Molly and I coach the local netball team; we grew up playing netball so thatโs something that we wanted to do anyway. We do a lot of things with local schools where we can help, and a lot of charity events as well. Weโve just finished one. It wasnโt so much for our community, it was actually for an orphanage in Bali. But we just got everybody in our community involved; we had a lunch, and everybody brought an item.โ
What have been your biggest challenges to growth? Do you find your age any sort of a barrier to what youโre doing? Jess says, โWe donโt let it stop us. If someone ever says, โyouโre youngโ, to me when Iโm out there, itโs a case of โyes, Iโm young, but Im a business owner!โ – Itโs never stopped me, to be honest. And I just wouldnโt let it stop me.
โWe arenโt your typical 22-year-olds, I suppose. Weโre actually serious about what we do, but we make everything fun. So if weโre at a listing presentation, itโs not the typical listing presentation that most other agents do. I think people enjoy the personal experience we give them; we make it enjoyable, and I think that shows. And Molly – well, sheโs really mature and no one thinks sheโs 16. When they find out people love it; theyโre like, โWow, I actually canโt believe it!โ
I ask Jess if she was scared at all, taking the leap to start her own business. โYes, there were times, but Iโm really lucky that I have the support of my whole family. If I fail, it doesnโt matter; I just keep on going. Thereโve been plenty of times when Iโve called Mum and Dad and had a mild freak out, and they just say, โWhat do you need us to do?โ Mum sometimes helps deliver flyers, Dad will go out and put โFor Leaseโ signs up; they just do whatever they can to do to make it work for me. So Iโm pretty lucky. Thereโs no need to be scared โ I mean, whatโs the worst that can happen? Thatโs the way I approach it!โ
What are the big challenges that you face on a day to day basis, and how do you deal with those? Jess says, โDefinitely branding is a challenge. When people think of a real estate agent, they think, โWeโll ring Ray Whiteโ, or somebody like that because that brand has been around forever. So thatโs why weโre so focused on building our brand; thatโs why Kaitlin is full time, just building our brand so that when people think real estate, or property management, they think us. Weโre constantly researching branding, and how to do it better. Itโs definitely the biggest thing for us, but itโs something that we can overcome, and quite easily overcome, I think.โ
What do you think are the key things for success for anyone in property management today? Jess says, โI would think consistency.โ Molly agrees and adds, โI would say being determined and just not giving up when the first thing knocks you down. Youโve just got to keep getting up.โ Kaitlin chimes in, โIโd say customer service. That aspect, the people aspect, thatโs everything in most endeavours. If you donโt have that, then it doesnโt matter what you are providing; if you canโt provide customer service you donโt have anything.โ
Iโve also noticed the girls at a few training events recently and I ask them how important ongoing education is to them. Jess says emphatically, โItโs one of the top things that you need to be doing daily. We do some sort of education and/or training every single day, as a group, whether thatโs studying one of the Acts, or reading books. We donโt have radio on in the car; we have an audio book, for example. Itโs really important. And the industry changes every day, so if youโre not learning I think it would be very hard to keep up!โ
Whatโs the best piece of advice youโve ever been given? โI guess it wasnโt advice, but Richard Bransonโs quote, โScrew it, just do it.โ I love that!โ says Jess. โThere are things that I really want to do, and think, โLetโs just do it; letโs just try!โ. So that would be mine.โ Molly says honestly, โI get so much advice because Iโm so young! But I take on board as much as possible. And I think not giving up is the key. If you persist at something every day, if you think about it all the time, youโre working on it subconsciously, and if you just keep working at it youโre going to succeed.โ
Last question. What do you think the future holds for RealEstate Precinct? Jess says, โI think in the industry in the next few months and years people are going to become a lot more aware that they have to step up their game. Property management is no longer โcollect the rent and do the occasional maintenanceโ. Thereโs so much more to it; itโs about education, so I think thereโll be a lot more property management training becoming available, which will just be fantastic to see.โ