PHOTO: Ray White chairman Brian White AO
After being interwoven into the everyday language at Ray White, ‘Competition Creators’ has been successfully trademarked by the group when referring to auctioneering and the auction process.
In a world first, the Ray White Group has successfully trademarked the phrase ‘Competition Creators’.
The phrase was coined by the group’s chairman Brian White AO and is now interwoven into the everyday language at Ray White when referring to auctioneering and the auction process.
A trademark is a type of intellectual property consisting of a recognisable sign, design, or expression that identifies products or services from a particular source and distinguishes them from others.
Ray White now has the term registered in Australia, New Zealand and Indonesia. This trademark distinguishes the group from all other real estate businesses.
Ray White’s high performance national training focuses on creating competition in all markets.
“The term came to me one night when I was grappling with just who we are? And what’s the best term to describe the value we can bring to the community? We are the vendor’s agent and our job is to get the very best price for our vendors,” Mr White said.
“And that’s different to an agent who goes out and gets the very cheapest price for their buyers.
“The greatest way to achieve a better price is when someone who wants a property realises there’s someone else who wishes to have it and is prepared to pay a higher price than they had hoped that they could. We create that competition at auction. We are competition creators.
“Nothing gives buyers more confidence in the value of the property than seeing other people bidding for it and bidding higher prices.
“It’s amazing how many people actually bid more at an auction than they had initially thought to be the best price. Ray White conducts more auctions than anyone else in Australia by a huge margin.
“We believe this is what has been the foundation for our success. And to be known as competition creators ties in perfectly with why we represent ourselves to potential sellers as their best choice.”
Ray White, Brian’s grandfather started the business at age 24 in regional Queensland in a humble shed in Crows Nest, Queensland.
“Ray had the instinct to auction. Auctioning has been at the heart of our business since 1902. We are so passionate about being the competition creators as we know its the best method of sale to achieve the best result for our sellers.”
Source: Ray White Group
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