Emma Challen: 10 lessons in starting your own agency, building your point of difference and standing out in a competitive market

Elevate: The Official Podcast of Elite Agent Magazine

In today’s episode of the Elevate podcast, hosted by Kylie Dulhunty, Emma takes a deep dive into why her background in Asia is her secret super-power, and how leveraging her fluency in Mandarin, and understanding of Chinese culture, is helping her cater to international buyers looking for real estate on Sydney’s Lower North Shore.

She also reveals why she chose to establish her office in Hunters Hill, the marketing strategies she’s using to gain appraisals and listings and why it’s a fine line between being effective and oversaturating, especially when it comes to social media.

Emma and Kylie also discuss the top characteristics to look for when building a team, how to find the right real estate brand for you, and why you can teach real estate skills but not attitude and the desire to succeed.

“If you’re going to be in real estate, it’s not an easy game. I remember people saying, ‘Oh, all you do is stand at front doors in fancy houses and hand out brochures’. It’s nothing like that. It’s a lot of calling, it’s a lot of follow- ups and buyer follow-ups on properties. So you really have to have a work ethic, and you have to be resilient and have thick skin.”

10 things you’ll learn in this episode:

1. How a background in pharmaceuticals and telecommunications led to a successful real estate career.
   Timestamp: 2-minutes.
   
2. The importance of selling in an area you know intimately.
   Timestamp: 4-minutes.
   
3. Strategies for getting traction and listings in a competitive market.
   Timestamp: 7-minutes.
   
4. How a second language and strong connections overseas creates an advantage with international buyers.
   Timestamp: 10-minutes.
   
5. Cultural sensitivities to consider when working with Chinese clients.
   Timestamp: 12-minutes.
   
6. Key characteristics to look for when building a real estate team.
   Timestamp: 16-minutes.
   
7. The fine line between effective marketing and oversaturation on social media.
   Timestamp: 19-minutes.
   
8. The value of community involvement beyond just business benefits.
   Timestamp: 21-minutes.
   
9. How to juggle family life with the demands of running a real estate business.
   Timestamp: 25-minutes.
   
10. The importance of aligning with a strong brand in real estate.
    Timestamp: 29-minutes.

Links

Connect with Emma Challen.

Detailed Episode Guide:

Emma Challen, a real estate agent with a distinctive background in sales, marketing, and international relations, shares her journey and insights from launching her own agency in Sydney’s Hunters Hill.

A Unique Journey to Real Estate
Emma Challen did not follow the typical trajectory of many real estate agents. Rather than diving straight into the industry after school, Emma first completed a business degree majoring in marketing, leading to roles with major companies such as Singtel Optus and, later, in the pharmaceuticals industry with multinationals like Pfizer and Johnson & Johnson. In China—where she became fluent in Mandarin—Emma found a unique opportunity to blend her skills and passion for property.

Upon returning to Australia, Emma obtained her real estate licence, combining her sales expertise with a love for property. Her fresh approach to real estate is evident in her understanding of cultural nuances, especially in working with Chinese clients.

Forging a Path in Hunters Hill
Emma initially sought to establish herself in Sydney’s eastern suburbs but realised that her roots in Hunters Hill offered a more strategic advantage. As a fourth-generation local resident, Emma possesses unparalleled knowledge of the area, enhancing her work and reinforcing her community presence.

The significance of location cannot be overstated. With its stunning water views and historic charm, Hunters Hill attracts families and reflects Emma’s commitment to authenticity and community engagement.

Cultural Insights: Working with International Clients
Emma’s time in China gave her invaluable insights into the cultural sensitivities required in international real estate transactions. Building trust and long-term relationships are central to her approach. Clients appreciate her deep understanding of both language and customs, which facilitates smoother negotiations and boosts client confidence.

Building a Community-Focused Agency
Beyond her real estate work, Emma is actively involved in community organisations, including the Hunters Hill Trust and Historical Society. Her involvement underscores her dedication to preserving the unique heritage and spirit of the area.

Emma’s new venture, Raine & Horne Hunters Hill, is supported by dynamic young professionals who share her vision. By prioritising family and nurturing local connections, Emma aims to grow her agency sustainably, focusing on meaningful engagement over sheer numbers.

Navigating the Challenges and Rewards
Starting her own agency was both a daunting and empowering step for Emma. Balancing professional ambition with personal commitments, she exemplifies resilience and adaptability. Family remains her priority, ensuring her career enhances rather than overwhelms her personal life.

Marketing in the Modern Age
Emma employs a comprehensive marketing strategy that combines traditional and digital elements. With a strong social media presence, she ensures her agency remains visible without overwhelming potential clients, balancing reach with authenticity.

Summary
Emma Challen’s journey in real estate demonstrates how blending experience, ambition, and community focus can lead to a unique agency model. Her advice to other agents highlights authenticity, community engagement, and the value of a supportive network. Through her example, aspiring agents can find inspiration to build their own successful and community-centred careers.

FAQs on starting your own agency, building your point of difference and standing out in a competitive market with Emma Challen

1. What is Emma Challen’s background before entering real estate?
Emma Challen initially pursued a business degree with a major in marketing and worked with major companies, including Singtel Optus and pharmaceutical giants like Pfizer and Johnson & Johnson. She also spent time in China, where she became fluent in Mandarin and developed unique cultural insights.

2. What inspired Emma to switch to real estate?
While in China, Emma saw an opportunity to merge her skills in sales and marketing with her passion for property, particularly as she connected with the international aspect of real estate. This eventually led her to acquire a real estate licence upon returning to Australia.

3. Why did Emma choose Hunters Hill for her agency?
Emma chose Hunters Hill due to her deep local roots as a fourth-generation resident. Her extensive knowledge of the area and strong community connections offered her a strategic advantage and a meaningful place to base her business.

4. How does Emma’s background in Mandarin and experience in China benefit her in real estate?
Emma’s language skills and cultural understanding allow her to engage confidently with Chinese clients, helping to build trust and smooth out negotiations, particularly in high-stakes property transactions involving international buyers.

5. What sets Emma’s approach to real estate apart from others?
Emma prioritises authenticity, cultural sensitivity, and community engagement. Her approach combines marketing expertise with a deep understanding of client needs, whether local or international, enhancing her clients’ overall experience.

6. Is Emma involved in the Hunters Hill community outside her real estate work?
Yes, Emma is actively involved in community organisations like the Hunters Hill Trust and Historical Society. This involvement highlights her commitment to preserving local heritage and strengthening community ties.

7. What is Raine & Horne Hunters Hill’s mission?
Emma’s agency, Raine & Horne Hunters Hill, is built on fostering family-oriented relationships and nurturing local connections. The agency aims for sustainable growth, emphasising quality service and meaningful engagement over high transaction volume.

8. How does Emma balance her work and personal life?
Emma values family and ensures her work complements rather than overwhelms her personal life. She believes in a balanced approach, combining her professional ambitions with her family priorities.

9. What is Emma’s marketing strategy for her agency?
Emma’s marketing approach is comprehensive, blending traditional and digital methods. She prioritises maintaining a strong social media presence to stay visible while balancing authenticity, ensuring her agency connects genuinely with potential clients.

10. What advice does Emma have for other real estate agents?
Emma advises agents to prioritise authenticity, engage with their communities, and align with supportive networks. By building a distinct personal and professional identity, agents can create a lasting impact and elevate client experiences.

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