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By Sue Williams
October 24, 2023
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What goes into selling a property on The Block?
How do agents deal with the pressure of Australia's most talked about property
sale of the year?
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1.
WHAT IT'S LIKE TO BE A REAL ESTATE AGENT ON THE BLOCK: THE PRESSURE, THE WINS
AND THOSE AUCTION RESERVES
By Sue Williams
October 24, 2023
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We’ve had all the tears, tantrums and tribulations of The Block, but now, as we
head towards the final showdown, it’s time for the spotlight to shine on those
who make the transformation magic count: the agents.
But for them, what is it like working on The Block listings? Is it like any
other auction campaign – or like no other one they’ve ever worked on?
“The Block is a very different kettle of fish,” said Aaron Hill of Ray White
Sunbury, who’s marketing House 4 for NSW contestants Steph and Gian.
“Here, the campaigns go for two to three months, rather than the usual four
weeks, and they want a lot more than a regular, general campaign. There are so
many things going on all the time.
Aaron Hill of Ray White Sunbury is selling House 4 for Steph and Gian. Photo:
Matthew Bourke
“This job to me is a sport. I just want to make sure I get as many buyers
through the property as possible to get the vendor the best price.”
This season of the show, transforming houses from the 1950s has been a humdinger
for the Blockheads and viewers alike, with a range of styles and interpretations
of the era. It’s been incredibly demanding of everyone involved, and now the
agents are no exception.
As well as doing their best to market their allocated homes to the best of their
ability, they have the added pressure of knowing over 1.4 million people are
watching their every move.
Michael Townsend of McGrath St Kilda is selling House 1 for Kyle and Leslie.
Photo: Sam Orchard
“I can tell you, it’s a lot of work,” said Michael Townsend of McGrath St Kilda,
who is selling House 1 for West Australian parents Kyle and Leslie.
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There are always plenty of reminders of the audience, too, as soon as each
episode airs.
“We do get a lot of text messages – and pats on the back from people saying, ‘I
saw you last night on the show’ and ‘Well done!’ and these sort of things.”
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After all, it’s such a popular show; everything’s on a much grander scale.
Josh Stirling of McGrath St Kilda is also selling House 1 for Kyle and Leslie.
Photo: Sam Orchard
McGrath St Kilda colleague Josh Stirling, who’s working on the same house, said,
“It’s the biggest, most popular sales campaign of the year for any house in the
country.
“When you compare The Block campaign, say, to a regular home, even though we
actually are selling the house ‘next door’, it’s a very different process. It’s
much more time-intensive. There’s fan days, there’s VIP nights, there’s buyer
nights …
“But obviously, being on our fifth season now, we’re far more relaxed about the
process than we were back in 2018. It certainly has its moments, though, where
it’s high stress. But that’s okay because we love it!”
This 2023 series of the show, the 19th, is set in Melbourne’s Hampton East, on
the beautifully named Charming Street.
The Block 2023 contestants during the Domain Listing Challenge. Photo: Nine
According to Domain statistics, the median price for a four-bedroom house is
$1.648 million in that suburb. All the agents know that’s the figure to beat, a
tricky target when renovating a 70-year-old home.
A major difficulty is, however, the show’s massive popularity. Every home sales
campaign attracts sticky beaks who want to nose into neighbours’ properties, but
with The Block, this can reach new heights.
“Inevitably, we always have inquiries from people who perhaps aren’t genuinely
interested in buying and are just more curious to have a look,” said Julian
Cannata of Belle Property Brighton, who’s putting House 3 up for auction for
South Australians Kristy and Brett.
Local agent Noel Susay of Buxton Hampton East, with House 2 for Queenslanders
Leah and Ash, agrees.
Noel Susay, of Buxton Hampton East, is selling House 2 for Leah and Ash. Photo:
Matthew Bourke
“So, it’s really about filtering down to the genuine people that have a real
intention to purchase and bid on the day,” he said.
That puts added pressure on agents who are already striving to meet the
expectations of a TV show where the added value of a renovation is everything.
“Normally, you’d find that a sale $20,000 or $30,000 above the reserve is
considered a great success,” said Cannata. “At The Block, however, they’re
really pitching for $300,000, $400,000 or $500,000 over the price at times.
“Yet the other thing that’s beautiful about working on The Block, particularly
this year, is a good sense of camaraderie among the other agents.”
Julian Cannata, of Belle Property Brighton, is selling on behalf of Kristy and
Brett in House 3. Photo: Matthew Bourke
The hard work and long hours mean they all understand what they’re up against,
which is quite different from a regular TV show.
Halli Moore, also of Buxton Hampton East, said, “Working as an agent on The
Block isn’t as glamorous as you might think. But, for us, the show’s literally
about 70 metres from our office. So, that’s just really fantastic.
“And I do actually enjoy the pressure. Yes, I’m on television, but that’s okay.”
Halli Moore, of Buxton Hampton East, is selling House 2 for Leah and Ash. Photo:
Matthew Bourke
First-timer on The Block, Nick Renna of Jellis Craig Brighton, who’s marketing
House 5 for Victorian sisters Eliza and Liberty – who had to counter accusations
that the judges were favouring them – is finding it an incredible experience.
“It’s a lot of fun,” he said. “I have to say it’s been great. But it’s packed
with a lot of anxiety. I guess because you’re in front of the Australian public,
it completely changes the dynamic.
“As the agent, I feel responsible, and you’re representing them – and their fans
– when the moment comes. You want to make sure that you’re at your absolute
best.
Nick Renna, of Jellis Craig Brighton, is selling House 5 for Eliza and Liberty.
Photo: Matthew Bourke
“I’m a first-timer on The Block, so this is all new to me. I’ve been in the
industry for 30 years, but I have to say this is terrifying. At the same time,
The Block is all about challenging yourself …”
Yet it still feels like a privilege to be involved in such a TV ratings
juggernaut. Susay speaks for all the agents working to make The Block as
successful financially as it is physically and emotionally.
“I’ve just found it a real honour to represent that TV show,” he said. “It’s
just a real joy.”
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