Profile
The Equity Focus Difference
What is it that sets Equity Focus apart from the rest?
Founding Director Patrick Wee puts it down to 10 core principles:
- We are responsive to the market
While we have a physical window with properties to view, Equity Focus is premised on the needs, desires and preferences of the twenty first century marketplace. Therefore, Internet marketing is playing an increasing role in how we promote and market properties. - We concentrate on what we do best
Our core skills are in selling real estate, assisting buying decisions and in property development. We leave peripheral activities – for example rent roll and property management to carefully chosen industry associates. - Having carefully developed our ‘people skills’ over many years, we make sure we use them
It is an old truism that people buy from people – and that core understanding underpins our approach to everyone we come in contact with – buyers as well as sellers. We are friendly, likeable and trustworthy. People tell us that it shows, and these simple, basic personal strengths make all the difference in creating successful results. - We maintain our ethics at all times, and in all situations
Honesty is the best policy, and we couple that with an open handed approach in all our business dealings. We never consider ‘buying’ listings by inflating property values. That is a short term tatic which invariably leads to disappointment and time wasted for all parties. As a consequence, Equity Focus has a long and extensive list of clients who have trusted Patrick Wee and his colleagues for their business over many years. - Relationships mean everything in business
Our client focused approach and desire is to serve people who come to us to the very best of our ability, bears handsome dividends. - We are very clear about our role. We are in business to represent our sellers
There is no confusion in our mind when it comes to negotiating a sale. We are here to represent those who have trusted Equity Focus to sell their property. Through knowledge, experience and sheer ability to negotiate, we aim to secure the highest price for a property that the current market conditions will allow. Testimonial here - We always work towards building ‘win win’ solutions
The art of negotiation is not about enabling one party to win at the expense of another. It is all about finding a resolution which is reasonable and meets the respective needs of the various parties concerned. Equity Focus is focused on engineering acceptable win win solutions. Patience is a virtue More After many years of hands on experience in a real estate market which has inevitably experienced a whole series of cyclical ups and downs, we have come to the conclusion that the big picture is best served by getting the basics right every time. Equity Focus does not cut corners; we are professional, thorough and consistent – and have a track record of success across all market conditions. - We put the hours in
With an unashamed hard working attitude, Patrick Wee has built a team which thoroughly understands that success in real estate can never be a flash in the pan. It is never an accident. It is the result of following tried and tested systems, doing the work on the ground, making the calls and relating to people at an exceptionally professional level. - By focusing on the interests of others, and ‘doing the right thing’, the rewards for Equity Focus are a natural consequence of our hard work and expertise
It is a principle of Universal Law that you reap what you sow. We treat others as we expect to be treated ourselves, and clients discover that they know exactly where they stand.
Meet the Principal
In a recent interview, Patrick Wee explained his passion for real estate, and provided some insights into how and why he became involved well over 25 years ago.
Patrick, you have always had the reputation of being one of Perth’s top selling real estate agents. Did you always have the desire to make sales – or is it something that happened by chance?
Actually, I began my career in sales when I was very young. My mother baked bread on Christmas Island, and I had the job of helping to sell it door to door to neighbours and local businesses. Later on, I helped my parents in the general store which they owned and operated – so right from an early age I was used to convincing people to buy, and trading became second nature.
As far as real estate is concerned, I became Woolley & Associates first salesperson in 1981, and learned the profession from Bill Woolley himself. That was an excellent grounding. By 1987, I was ready to strike out on my own and took on the franchise for L.J.Hooker in Leeming. Within two years, I added similar offices in Kardinya and Willetton.
It’s clear from looking at the Equity Focus shop window that development is a significant part of your business. How did that come about?
When Hooker Land Development ran into difficulties in the early 1990s, I was well placed to assist AHL (later Australand) who in effect took over from them. That relationship has continued over the years, and led to a number of opportunities and additional experience in a highly profitable aspect of the market. As a result, Equity Focus has created a property development, land sub division arm which now accounts for over 40% to 50% of our business – and that will continue to grow.
The advantages are clear, and provide us with the opportunity to control and manage the whole process – from land selection, sub division right through to development and sales on finished homes. We are not builders – we are developers - and are almost unique in this holistic real estate/land development approach.
What makes you a successful real estate salesperson?
I have always enjoyed the ability to think on my feet, do the maths at breakneck speed and relate to people one on one. Add to that hard work, a natural ‘feel’ for property, the ability to handle the inevitable ups and downs coupled with a burning desire to build a successful business, and you will get very close to the answer!
Apart from the income earning potential, what is it that appeals to you specifically about real estate?
Buying a home is all about working for people, and assisting families. When it comes down to it, my colleagues and I are in the business of fulfilling dreams, and that’s quite a powerful incentive for going to work each day.
What do you think sets you apart from your competitors?
As a fully integrated real estate/property development business which concentrates on excellence in customer services and adding value at all times, we find that we are insulated against most economic factors – and are, in effect, trend resistant. We aim to build relationships and never put those at risk in order to try and accomplish a quick sale. Clients appreciate this, and many, become long term friends and recommend us to their family, friends and colleagues.
Our People
Patrick Wee - Principal
Catherine Wee - Office Administrator
Moira Royle - Senior Sales Consultant
Esther Sharp - Land Marketing
Charlene Long - Receptionist & Sales Administrator
Darren Wee - Administration Support
Jason Wee - Administration Support
In the real estate world, you will find many agents who are more than happy to close a sale with little thought or attention as to the requirements or expectations of the seller or the buyer. A seller may even gain the distinct impression that their agent is not really working to gain them the highest sale price that realistically reflects current market value. When seeking an agent to sell your house or to purchase a house, you want to know that you are dealing with a person who has the utmost integrity and absolutely has your best interests at heart. After all…..you are paying their commission!
Moira Royle of Equity Focus is indeed that person. In talking to Moira we found that she is, first and foremost a listener, and in sales, as was once famously pointed out, ‘we have two ears and one mouth’ – and should use them in that order. That means we should listen twice as much as we speak.
Moira presents to her potential clients the best possible options for their needs and financial means after she has listened and has asked probing questions to obtain the right answers. Selling real estate for Moira is a career choice for over 10 years and one that she very much enjoys. She has a natural ability to put people at ease and has a true and honest goal in helping others achieve their attainable property dreams. As a person and a real estate agent Moira is someone who can still focus on helping her clients in these challenging economic times and that indeed is unusual and refreshing.
"A house is just a structure. You need people to make it a home."