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Superbrand opens strategic Adelaide office

January 28, 2019

An independent real estate firm in Adelaide’s inner west will today switch to the famous charcoal and gold of global superbrand Raine & Horne.

CULLEN Real Estate which opened in 2013 will switch to Raine & Horne Kurralta Park under the leadership of the husband and wife team of John and Catie Cullen.

“John is an experienced real estate agent who started his property career with another leading property group in 2000 while Catie is an administrative superstar,” says James Trimble, General Manager of Raine & Horne.

“Opening an office to service Kurralta Park and surrounding suburbs is a strategic move for Raine & Horne. We have stated that we are seeking to open more offices close to the Adelaide CBD and Raine & Horne Kurralta Park is a significant piece of the puzzle.

“Raine & Horne Kurralta Park plugs in nicely in between the CBD and our office in Glenelg. It will service Kurralta Park, Glandore, Plympton, North Plympton, South Plympton, Marleston, Netley and Edwardstown.”

Mr Cullen, who wasn’t considering a brand switch until contacted by Mr Trimble in November 2018, said the ability to create a business succession plan is central to his decision.

“My sons haven’t indicated a desire to follow me into the business. So, when I do retire in the future, selling the business under my name will be difficult,” Mr Cullen explains.

The leadership of Raine & Horne also impressed Mr Cullen. “We were flown to Sydney to meet with Angus Raine, who I found to be very down to earth. He was very accommodating and took the time to answer all our questions. He’s the type of guy I’ll be happy to have as my executive chairman.

“I also like the family owned and operated culture of Raine & Horne, which aligns closely with the way we do business. They have a greater marketing reach than our business, which will help us grow.

“The Raine & Horne brand essence is focussed on positive partnerships and is the integral force that helps the company deliver excellent results to its customers, engage business partners and carve out a strong position in a saturated real estate industry. 

“At CULLEN Real Estate we had a similar approach with our brand essence being ‘Insightful Partnerships’ so joining Raine & Horne fits in with what we already do.”

Raine & Horne’s commitment to technology and especially its latest innovations Amplify, and Digikit also excite Mr Cullen.

“Amplify uses Facebook, Twitter, Instagram, and the Google Ad network to target more active and passive buyers who are increasingly using social media platforms to sell and buy real estate,” he says.

“Amplify is brilliant at using social media platforms and search engines to market properties and is very reasonably priced.”

DigiKit is a digital interactive proposal platform and is the first of its kind for the real estate market in Australia.

“Digikit enables our sales and property managers to prepare and send pre-appraisals incorporating a full tailored submission to a client within minutes,” Mr Cullen says.

“Raine & Horne spent hundreds of thousands of dollars on developing Amplify and Digikit, and a small independent firm can't possibly compete with this level of investment.

“Also, having been with other networks in the past, Mr Cullen prefers the fact that Raine & Horne opens offices strategically “rather than on every street corner like some other brands”.

“I didn’t want to go back to the scattergun approach to office growth employed by some other groups, and we believe joining Raine & Horne is the right play for us.”

Raine & Horne is a trusted, family-friendly brand that suits the Kurralta Park real estate market Mr Cullen notes.

As for the state of the Kurralta Park market, the suburb’s proximity to the Adelaide CBD, airport, several universities and the Kurralta Central shopping centre, means there is a mix of suitable properties for owner-occupiers and investors.

Mr Cullen elaborated, “Many university students are seeking rental accommodation in Kurralta Park and surrounding suburbs. Therefore, two-bedroom apartments starting from $250,000 will generate weekly rents of $280 - $290 a week. The median house price is around $650,000.

“The area has a diverse range of housing from the more traditional character homes on large allotments to new town houses, as well as apartment buildings currently under construction. Kurralta Park is also well-served by public transport which also supports the suburb’s popularity.”

Raine & Horne Kurralta Park is located at 7/41 Mortimer Street, Kurralta Park and for all your sales and property management needs in Kurralta Park, Glandore, Plympton, North Plympton, South Plympton, and Marleston.