When PRD Maroubra, Director, Veronica Perez first entered the industry in her early twenties, her employers weren’t convinced she would succeed.
“Being a young female at that time, the bosses said to me, ‘Look, you’re probably the least of the candidates that we’re expecting to succeed. But we’ll give you a go,'” Veronica recalls.
That chance was all she needed.
She took to real estate “like a duck to water,” quickly gaining market share and establishing herself as a leading agent in the area.
From employee to entrepreneur
After five years working for others, Veronica decided it was time to chart her own course.
“I had a lot of ideas, a lot of drive, was really motivated to do things in a certain way to get my personal business as successful as possible,” she explains.
“I thought the best way for me to do that is just to open an office and do it on my own or with a business partner, and really apply myself as best as possible.”
What began as a modest operation with just two people and “a little fold-out table and computers” has evolved into a thriving business with nearly 20 employees and a much larger office space.
The Maroubra market
Located at the hub of Maroubra Junction, just a stone’s throw from the beach, PRD Maroubra focuses primarily on the local community, including the moms and dads looking to build wealth through real estate.
“I really enjoy helping people understand you can get one property, then you get the next property, and then you build your wealth that way,” she says.
This approach has allowed her to develop long-term relationships with clients, watching them progress from their first unit to multi-million dollar properties over the years.
“They’re in a much better place financially because you’re able to help them through the process,” she says.
The art of negotiation
Veronica believes her success stems from her exceptional listening skills and follow-through.
Qualities her clients frequently highlight when comparing her to other agents they’ve worked with.
“I follow through with what I say I’m going to do, and I know that’s really a difficult trait to find in an agent,” she says.
“People actually say to me, compared to other experiences they’ve had, they do find that the service is great. I’ll always call them back, have time for them, and listen to them.”
Her approach to negotiation is equally thoughtful.
Rather than focusing immediately on price, she first establishes whether a property is truly what a buyer wants.
“If you and another person don’t agree on something, whether it be a buyer not agreeing on the price or whatever, you’ve got to take it back and say, ‘Look, is this the property you want? Let’s forget about the price,'” she explains.
“If it is, I’m here to help you. I’m here to help you get to the other side, but you’ve got to let me help you.”
This client-centred approach has earned her countless referrals, with many buyers thanking her for “pushing me into getting that property, for making things happen.”
The female advantage
In an industry still dominated by men, Veronica has found that being a woman can be an advantage.
“Sometimes when I do go to an appraisal, I will get that ‘I called you because you are a female and I didn’t want your typical male real estate agent,'” she says.
She believes people often find her more approachable and easier to confide in, especially when clients are going through personal circumstances that affect their real estate decisions.
“It’s nice that they feel they can take their stresses out or their anxiety or their uncertainty and just talk about it,” she says.
Her approach tends to be more relaxed and comfortable, rather than the hard-sell tactics some associate with the industry.
Team-focused success
One of the keys to Veronica’s continued success is her dedicated team.
She meets with them three times a week to ensure everyone is aligned with the company’s values and approach.
“They’ve got to represent who I am and what my business stands for,” she explains.
These regular check-ins cover everything from presentation in the field to handling inquiries, negotiations, and client appreciation.
The team operates with an “all hands on deck” philosophy that ensures no client is ever left without assistance.
“If I’m here on the phone and somebody comes in and they want to buy a property, the team will cover it,” she says.
Her staff members routinely go above and beyond for clients, even helping tenants fill out applications for new properties when they’ve been given notice.
“They’ll just go to the ends of the earth to help anybody,” Veronica says.
As she looks to the future, Veronica has no plans to slow down or change course.
“I really can’t see myself what else I would do with all these hours in the day,” she says.
Instead, she intends to “keep riding the wave of success” and continue doing what she loves most.
Whenever you know someone who needs assistance with real estate in the South East Suburbs of Sydney or just a chat to ask advice, Veronica’s phone is always on. 24/7 (0411 871 225)
Visit our home page https://www.prd.com.au/maroubra/
