Reece Prewett: Recruitment, Retention and the Power of the Database

Reece Prewett is the proud business owner and principal of Ray White Papakura, New Zealand. A master of the corporate world, Reece’s career has seen him in senior executive positions spanning four continents and nearly twenty exceptional years. His ability to drive global teams through significant growth and transformation makes his insights into the benefits of ActivePipe incredibly valuable.

We were lucky to catch up with Reece to chat about the improvements he’s seen in his business and in his agents since joining the ActivePipe family.

AP: Hi Reece, thank you for taking the time to chat today. Even though your office is pretty new to ActivePipe you’re already seeing some fantastic results. Can you tell me a little bit about how are you using the platform and how you are finding it so far?

RP: We’ve had the immediate benefits of appraisal requests and loan market requests coming through, which is fantastic! But the real juice is coming from those who mine the data in the ‘Hot Leads’ category. It’s the people who are clicking on properties multiple times, revealing their intentions about buying and selling and putting their details in through the website. We are loving that.

AP: Do you find that the information that is coming through is allowing your agents to have better conversations with these leads?

RP: It’s giving direction. You may have 1000 people in your database but when it comes to 10am Monday morning, who are you going to call? You want to start your day by making ten calls and what ActivePipe does is make those ten ‘hot calls’ as opposed to ten ‘hit-or-miss’ calls.

You’re making the right calls, at the right time, to the right people.

AP: How does AP help you train and manage the agents in your office?

RP: We have 25 agents in our office and ActivePipe helps us to work out which of those need some support. In my experience, agents can be highly effective at their jobs but not run a good database. The truth is, they could make twice as much money and have twice as much leisure time if they utilise the platform to maximise their database. They might even get their weekends back for themselves.

I’ll give you an example.

Our Number Two salesperson has 500 people in his database but it’s not well constructed. ActivePipe has allowed us to see that this is a problem and we’re now able to use it as an opportunity for him to improve his business. The guy’s already getting really good numbers so we wouldn’t necessarily have noticed his mismanaged database but he could be doing so much more and in half the time!

AP: How do your agents feel about using this new platform?

RP: I’m now using ActivePipe as my recruitment tool! This is because agents want leadership, support and something to help them deal with being so time poor. A lot of agents are time poor, so if you told them you’d organised a PA for them, they’d literally grab you with five arms, give you a hug and say, “Where do I start”?

That’s not a particularly cost-effective thing to do. With ActivePipe, I’m effectively giving them half a PA for free and it does all that work for them in the background.

For example, I’ve just recruited one prospect who was sold by the platform. At first he was going to wait until next year to join us but he ended up saying, ‘‘Yep – I’m done”, and he literally joined us the next week.

AP: Let’s talk about the technology side of things. Has there been any resistance to learning the new system?

RP: Absolutely. People just don’t like change, right? People who say that they like change are bullshitting you.

I think the young, smart agents coming through know that they don’t need to be tech-savvy but they do need to be using technology wisely and properly. The good thing about ActivePipe is that you don’t need to be an IT savvy individual, you literally just have to walk up to it, turn it on and make the phone calls.

Once you’re in and swimming around it’s like ‘Wow’.

AP: So you obviously think that technology is important for the future of the industry but do you think it is, specifically for your business?

RP: I think it’s important for every business. I think other small to mid-sized businesses out there won’t embrace it and that’s good for me because I know those people will drop off over time.

You don’t have to be that far ahead of your competition. It’s just like running away from a cheetah – you just need to be that little bit faster. So whilst ActivePipe is a great recruitment tool, it’s just as much a retention tool. Once they’re in and setting up their stuff each week and checking their database it’s almost like they can’t leave. How could they?

AP: So it becomes a very sticky product?

RP: Yeah, but in a good way, right! If you can have steak at home why would you leave and have hamburgers next door.

AP: You’ve had some really good appraisal request numbers coming through your account. Has that helped in terms of numbers of listings?

RP: Has it improved our business? Yes, absolutely. For example, since we’ve started my Top Agent has received two listings through the platform which equates to  $30-40,000 NZD that’s coming in the front door. It’s probably paid for ten years worth of ActivePipe!

AP: So, it’s actually giving you as a business owner the chance to not only help your agents but to improve your business as well?

RP: It’s a total win-win. With ActivePipe, you’ve got recruitment, you’ve got retention and then you’ve got the ability to squeeze the juice out of a lemon. You’re presented with another money spinner by being able to generate leads that are not being managed and because they’ve been presented the way ActivePipe does, it’s very easy for the company to pick that up.

AP: Thanks Reece. Is there anything else that you’d like to add?

RP: I’d just like to say that we were a bit timid about turning it on but you’ve just got to jump in the cold water and have a swim. ActivePipe has made a real impact and it’s a really positive one. I can’t think of any downside.

 

 

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Nick Jeffrey
Nick Jeffrey
Nick is an accomplished Advertising and Marketing leader, with close to 10 years experience managing integrated campaigns for some of Australia and New Zealand’s largest companies. A numbers guy, Nick believes data-insight is the key to implementing marketing strategies that service customers, build relationships and drive sales.

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