Youtube: Real Estate Success Principles – Episode 01
The Awards Process: It’s Not Just About Winning — It’s About Building a Strong Culture
There’s something special about talking to award winners — the energy, the mindset, the commitment. So when I saw Jessica Davidson from Ray White Frankston take out the title of Property Manager of the Year, I had to reach out.
We’d never met before, but I’ve always made a point of following the leaders in our industry — the people doing exceptional things. Jess is one of those people, and after our chat, I walked away even more impressed.
A Year of Firsts
2020 turned the world on its head, and like many others, Ray White faced a choice: cancel their End of Financial Year Awards or adapt. As Jess shared, it wasn’t just about the glitz and glamour — it was about holding on to the heart and soul of their culture.
“Ray White has always been great at recognising people who work hard. We weren’t going to let the pandemic stop that. It’s part of who we are.”
And so, the Awards went ahead — virtually, of course. For the Victoria/Tasmania network (which Jess believes is one of the largest in the country), it meant tuning in from lounge rooms, trading Crown Palladium for Zoom screens. But the spirit? That remained unchanged.
The Power of Culture
What stood out to me wasn’t just Jess’s win — it was the way she spoke about her team, her leadership, and the culture that surrounds her.
“You reflect the people you associate with. That’s why I love working where I do.”
She works alongside Ashley, her Managing Director, who’s not only won countless awards but is also in the top 3% of agents internationally. It’s clear that success breeds success, and at Ray White Frankston, they’ve built a culture around striving for that 1% improvement every day.
Awards Aren’t the Goal — They’re the Result
Jess didn’t just stumble into her win. She prepared — meticulously. From collecting stats and reviews to gathering social proof, she treated it like a serious campaign.
“At the end of last year’s Awards, I asked myself: how do I get up on stage next year? And I started working on that the next day.”
That mindset is powerful. It’s not about the trophy — it’s about the growth it drives.
When I asked if she’d ever been a finalist and missed out, she smiled — this was her first crack at Property Manager of the Year. And she nailed it.
It Takes a Team
One of the most inspiring parts of our conversation was how Jess constantly redirected the praise to her team.
“They supported me 110%. That means more to me than any Award.”
Whether it’s leadership backing, peers who rally behind each other, or an admin team who keeps everything running smoothly, Jess knows that her success is the result of a collective effort.
A Culture Built on Family Values
Ray White Frankston is more than a high-performing office — it’s a family. Literally. Founded by Viv and John over 15 years ago, their children now work in the business too. But it’s not just about bloodlines.
“Even if you’re not family, they treat you like you are.”
That sense of belonging flows into everything they do. From recruiting the right cultural fits to supporting each other through crazy workloads (like the time Jess managed up to 350 properties solo for two months!), it’s clear that care and camaraderie are the foundation.
Growth with Purpose
One thing that really resonated was the shared understanding that you don’t grow a rent roll before plugging the leaks
“My focus is making sure we’re not losing properties at the back end. Our New Business team brings them in — I make sure they stay.”
It’s a strategic, sustainable approach to growth that many agencies overlook in the rush to scale.
Trackies by Day, Award-Winner by Night
Of course, we couldn’t finish our chat without touching on the virtual Awards night. Did Jess frock up? Absolutely.
“We’ve all been living in trackies for six months — it was a great excuse to put some nice clothes on and have a glass of champagne!”
And while there were no grand stages or handshakes from Dan White, the moment still carried weight. The awards may have arrived via post-lockdown hand delivery, but the recognition and pride? That was immediate.
A Final Toast
To Jess — congratulations on your well-deserved win. Your passion, humility, and team-first attitude are exactly what our industry needs more of.
And for everyone else reading this: remember, the Awards process isn’t just about a shiny plaque on the shelf. It’s about what you become on the journey — a stronger team, a better business, and a culture that thrives.
Now that’s something worth celebrating.
For more insights on Real Estate Success Principles, stay connected with Rent Roll Maximiser and industry award winners like Jessica Davidson from Ray White Frankston.
— Michael Furlong, Rent Roll Maximiser
Rent Roll Growth Consultant | Property Management Trainer & Coach | Conference Speaker | Podcast Host | Easy to follow Trello Online Systems & Procedures Manuals | Real Estate Agency “Systems” Specialist
