Honing Your Values with Adrian William

Written by Acme Mag

When it comes to brand values, it doesn’t all have to directly relate to your business offering or your competitors. By focusing on finding something you care about, your business is capable of making a genuine impact. People naturally gravitate toward righteousness and this is what makes corporate social responsibility so important. From sold stickers to paper letterbox drops, the real estate industry is known to use resources in a ubiquitous fashion. If you care about the environment, why not go against the grain and look at ways you can use your business to make an impact? We sat down with an agency doing just that, Adrian William Real Estate.

Director William Pereira tells us that understanding their key values has been top of mind since their inception in 2020. They always wanted to have a progressive approach that challenged the traditional perception of real estate. One of the ways they did this was by looking toward the community for guidance and listening to what better serves them.

And what was the community telling them? Paper is a thing of the past. 

“One of the biggest complaints from agents over the years is the number of calls they get that is purely about the amount of junk mail real estate is causing. Rather than calling interested about a recent sale, homeowners are calling because they’re sick of the flyers in their letterbox. So when it came to creating our own brand, we wanted to work to cut that out altogether.”

When it came to deciding to go paperless, there was a roundtable discussion in the Adrian William office. Largely they asked if anyone ever actually appreciated getting something in the mail? Has anyone ever opened their mailbox and genuinely been like, ‘oh, I’m so glad I saw this’? 

The answer was no. In today’s current digital climate, when consumers are looking to buy or sell they’re going online. It seemed clear the next step was to invest in that space. Now Adrian William is saturating the digital space, producing between 60 and 70 pieces of content weekly on socials.

They’ve embraced this mindset and now opt for digital business cards and brochures. Of course, they still have tangible pieces such as signboards, but even those are reused and recycled. There are still exceptions to the rules and, they accommodate those few clients who just aren’t comfortable with signing things online. However, Adrian William has their ears and eyes open for the right paper alternatives for those unique situations.

But it’s more than just focusing on the environmental impact. The Adrian William team is ingrained in the community culture, which means sponsoring activities the community values. Even if no one in the community is outwardly asking, Adrian William is ready to step up to the plate. They’re all about supporting the community that supports them.

William tells us about Co-Founder, Adrian Tsavalas’ work on The House That Youth Built project, where they raised $100,000 for the Sydney Children’s Hospital’s Foundation. During that time, Adrian worked closely with the project manager and subsequently sold his property in Inner West Sydney shortly after co-founding the business. Adrian and William felt strongly about giving back to the Children’s Hospital Foundation, donating $20,000 of the sale commission.

Adrian William brings their values to their mentorship plan, with William noting the emphasis is on training the next generation properly. 

“The younger generation is the future of the industry. We already have numerous agents that are dominating their marketplaces. We want to make sure we are invested in their progress and growth but also instil ethical real estate values as they further their career.” 

At the end of the day, values can only be upheld if a team genuinely believes in what they’re doing. William has taken the time to carefully recruit the right people for the job, and says the current crew is one that deeply cares about real estate.