Graham Wall: He's a natural-born seller

By COLIN TAYLOR

Graham Wall has sold Auckland commercial and residential property worth $18 million in less than two months. That's not bad for an agent who obtained his licence just seven weeks ago.

Wall decided, at 51, it was time for a career change, so he enrolled in the real estate salespersons' course at the Unitech in Mount Albert under the tutorship of Max Brown - an industry icon since 1969.

Wall had worked in advertising and marketing consultancy most of his life but felt he'd enjoy selling more. He likes talking to people and, 10 years ago, he'd briefly experienced the thrill of "making the sale" at Giltrap Motor Group Mercedes.

He was employed as marketing manager, but he spent most of the time selling cars and got a kick out of it. He figured selling property couldn't be much different.

Since his career change Wall has sold Feltex House in Symonds St - his portfolio plum - for an undisclosed sum. The nine-storey complex of 5000sq m with 50 car parks reportedly went for "under its valuation of $8.5 million". Wall has also sold three Parnell houses for a total of $5.5 million and 15 Parnell sections for an average of $440,000 a piece.

He had previously come close to selling real estate as a marketing consultant for the Metlifecare Retirement Village group, which hired him to market a luxury village in Vincent Ave, Remuera.

Wall recommended an unorthodox but highly successful approach. Instead of mounting an advertising and promotion campaign, he invited local professional people to cocktail presentations at the village, targeting Baby Boomers who were likely to have aged parents. He reasoned that most village residents would come from the area anyway, so why not concentrate his marketing efforts locally?

"We displayed what we had and let them spread the word. In effect, they became the sales force."

In a subsequent stint with Krukziener Properties he marketed the Metropolis apartment complex, where he leases a penthouse apartment on the 34th floor.

Before changing careers, Wall contacted old friend Roger Coles, who had been in real estate in Parnell for more than 20 years.

They had an in-depth knowledge of Parnell in common. However, a big part of Cole's business involved managing residential and commercial properties and Wall suggested a partnership in which he concentrated on sales once he'd got his licence.

Following his recent sales they have leased a building in Gladstone Rd, Parnell, and will occupy it in three weeks.

Wall believes his amazing success is not just beginner's luck. It's a matter of "selling what you know, where you know".

Wall was born in Auckland and raised in St Stephens Ave, Parnell. His family has lived in Parnell for 50 years and his three brothers have homes and businesses there.

The first house he bought was in Laurie Ave, Parnell, for which he paid $40,000 in 1982. It's worth $840,000 today. He bought his next house in Tohunga Cres, Parnell, in 1995 for $317,000. It's probably worth $1 million today.

Wall also puts his achievements down to a blend of being people-oriented, a good listener, remembering conversations, being innovative and taking the initiative.

Feltex House is a case in point. He met a businessman in a Parnell restaurant who said he wanted a large commercial city property with an "upside to it". It had to be a building in a potential growth area with a combination of good tenants and space for his own business.

The moment Wall saw Feltex House he knew it was the right property, even though it wasn't listed for sale. He contacted the owners who agreed to negotiate a sale with the buyer.

Being proactive also gave him the chance to sell the 15 Parnell sections when he met the owners at a rugby match at Eden Park. "During half-time, I asked them to give me a shot at selling the sections instead of going down the traditional path of spending money on marketing and advertising."

Again, his approach was innovative. He called several architects in Parnell and asked if any clients were seeking sites for their dream homes. This approach sold 10 sections. He found buyers for the other five by flicking through his contact book.

"In all my deals so far, we haven't put up one sign or run one advertisement. It's all been contacts and word of mouth," says Wall - who confesses to not liking auctions. "I could name 12 Parnell properties right now where the owners are thinking of selling, but haven't put their houses on the market."

The secret to his success is a reservoir of local knowledge. And the reservoir is filled by talking to friends, neighbours, associates and strangers while playing golf, sailing, attending parties, at social events or just bumping into them in a restaurant. He doesn't consciously work the social scene but fosters a natural curiosity in what people like. "I make an effort to shut up and be a good listener. That's hard for me because I like to talk."

Wall sold one of his Parnell houses to a couple he met at a wedding who waxed enthusiastic about the home they wanted.

"When it comes to Parnell, it's definitely not what you know - it's who you know. And you don't have to be clever to sell property in Parnell - you just have to be there."

So what does his tutor feel about his success? Asked if Wall was his most successful student Brown said: "Absolutely!"