Getting back to real estate’s fundamental principles is imperative during COVID-19, long-time western Sydney agent Adam Denina has advised.  

As the high-profile property veteran takes up the reins of the new Stone Real Estate Parramatta, the latest office to be opened by Stone’s fast-expanding boutique agency, Mr Denina says placing top priority on building both solid client relationships and firm foundations could now not be more important.  

“Sometimes technology runs away with your job and this (COVID-19 restrictions) gives you a good understanding that we are a customer-centric business,” said Mr Denina, formerly a director at one of Greater Western Sydney’s largest agencies. 

“We have all the technology, the virtual inspections, available - but people still will want to communicate with their agent.

"What my sales team is realising is that the internet did a lot of qualifying and now we’re getting back to basics. 

“There is no doubt that in the past few weeks the sales side has become tough.

"Now we have less buyers but more genuine buyers and we’re having to deal with them like we were 10 years ago. We need to speak to and see clients on a daily basis." 

Starting out in real estate during a downturn in the early 2000s taught Mr Denina many valuable lessons to which he has always abided.  

“During my first two years in real estate I constantly heard other agents complaining about the market,” said Mr Denina.

“I didn’t know any different and concentrated on learning how to discover client’s motivations and ultimately why they wanted to sell. 

“Many times it has to do with moving in or out of an area for school or work.

"No-one wants to sell to liquidate. I also concentrated on consistently building up a database.”  

When the opportunity arose earlier this year to join boutique agency Stone Real Estate and adopt its fresh, forward-thinking model, Mr Denina said he and his business partner Mark Hurley found it impossible to ignore.  

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Mark Hurley has joined Stone Real Estate to open their Parramatta office with Adam Denina. Photo: Stone

“We’ve spent many years in real estate and the one thing I can say for Stone is their network and culture are far superior to anyone else,” said Mr Denina.

“I’ve had more opportunity thrown at me since joining Stone than in almost 20 years elsewhere and will be able to create and grow a far larger franchise than I’ve ever dreamed possible – which is amazing when you consider how long I’ve worked in real estate.

"We’re being aided with recruiting for instance. We will have a team of more than a dozen in six months which is unheard of where I’ve worked in the past.” 

Mr Denina and Mr Hurley’s addition to the Stone team at this time was strategically important said Stone Head of Franchise Luke Cameron.

“We’re extremely excited to have such experienced, quality agents join us in such an important and expanding region of Sydney,” said Mr Cameron said.

“Adam and Mark are incredible people who embody Stone’s core values and are well respected by their clients, staff and the broader real estate industry.”

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