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How do agents get 40% market share?

18th December 2015

Wendy Alexander flew all the way from Auckland to join the fantastic speaker line up for EA’s live

seminars. Bringing with her over 30 years of industry knowledge, and to share her tried and tested

insights and experiences at Property Academy’s EA live conference through her ‘Sharpening the

Competitive Edge’ presentation.


Wendy’s speech focused on finding what you do well and making the most of it. By doing this, she

says you will find that, what you do well soon becomes something you do better than everyone else.

This technique has definitely worked in Wendy’s favour, as her company Barfoot & Thompson now

successfully dominate over 40% of the market share in their area with over 13,000 properties!

Wendy’s success is an example of how important it is to dominate the market in order to succeed

within it. It was highlighted how all members of a company must see the benefit of this approach in

order for it to succeed. Staff must be able to see the bigger picture for the agency and work to grow

the agency on the whole, instead of just selling what they have to achieve a bonus.


As agents ourselves we found it particularly refreshing to see how Wendy linked company market share

directly to staff bonuses. We felt this approach had the potential to, not only promote development

of an agency, but could also bring staff together as a team working towards an overall goal: growth!

Our director, Glyn, attending Wendy’s talk and found what really stuck out for him was her emphasis

on keeping things simple. We’ve often found that we work best when we focus on keeping our goals

and values simple and clear for our staff and our clients. Because of this, it was great to hear Wendy

emphasising the importance of not getting distracted and working on only what you need. For

Wendy it is simply all about listing and selling, the best thing you can be in today’s market is simple

but consistent.


If you wanted to read little more about Wendy and the hugely successful work of Barfoot &

Tompson you can find out more about them here.

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