Unconventional methods sometimes yield positive results in business, and often, implementing these methods can create a shift in how people approach business. Dan Lee ran his real estate business, Plum Property, in an unconventional manner, and six years later, it has become a thriving and well-known enterprise in Brisbane, Australia.
Established in his apartment with his best friend, Dan took business growth very seriously, and within the first 12 months in operation, they only met clients at cafes or the clients’ chosen locations. Dan started his company without a physical office, and none of his first few clients knew about this. So, rather than invest in flashy offices, Dan and his partner adopted an entertaining style of advertising and social media persona. This choice made all the difference and catapulted them to success over the last few years.
Like every other entrepreneur, Dan Lee and his partner experienced financial challenges in their second year of operation. With 12 employees, the company’s account was on the red end, and properties were not selling well. It took Dan borrowing money from a friend to pay salaries for a month, and with non-stop work, things improved after a while. The growth stage saw him take a leap of faith to get an office space for the company, and that was the defining moment that changed everything.
Dan believes in starting small to keep the fixed costs low while focusing on the more important task of making sales. “Clients don’t care about your flashy office; they care about service and results. Many clients like that you are a small business and are hustling to achieve your goals and are more willing to support you with their business. Treat your staff well and your best staff like heroes, engrain them in the business, and reward staff frequently for great results. Hold amazing team meetings, make them fun and motivating, celebrate the wins with everyone, celebrate anniversaries and birthdays and top performances,” he said.
Six years after it was established, Plum Property has grown its staff strength to 45 and is now the third largest real estate agency in Brisbane, Australia. “We have grown fast because of our investment in social media and our entertaining advertising style,” Dan explained. The company has been named a three-time industry finalist for the Largest Agency of the Year in Brisbane. Dan has been named twice as a finalist for the Industry Salesperson of the Year for all of his relentless efforts. Due to his entertaining marketing style of utilizing humor and digital technology, he was featured in a segment on the Today Show.
Since 2016, Plum Property has made over $1.5 billion in property sales, and Dan Lee has his sights set on achieving more milestones. Over the next few years, he sees Plum Property expanding nationally to every part of Australia and developing a new business model that will help real estate agents from all over Australia plug into a system that will enable them to work from anywhere.
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