What’s in a Name? with Tom Offermann
It’s a powerful rhetorical question of timeless relevance, and as Helen Flanagan discovers, one that resonates across intrinsic qualities that define and emphasise a brand’s personality.
In the mid 80s, a bright-eyed Tom Offermann learned the real estate ropes as a newcomer to Noosa, until with a world-is-your-oyster attitude he knew the time was right to go it alone. Amongst the benefits Tom recalls was “the feeling of enormous freedom, the ability to make instant decisions without seeking permission.”
“Changes that made sense and assisted clients, especially in the early 90s when things were happening quickly in real estate, as well as Noosa,” the ever-enthusiastic Tom adds.
“Some of the big franchise groups put out the welcome mat to me, but they were too institutionalised. I needed a speedboat not a cruise ship.
“A good name is everything, similarly a solid reputation and respect. My surname in primary school provoked a fair bit of heckling because of its Germanic origin, but it turned out to be perfect for real estate.
“The first time the one and only secretary answered the phone with ‘Tom Offermann Real Estate, how may we help you’ we looked at each other and thought how weird it sounded.”
Knowing Gordon Trembath, the founder and creative director of famed agency The Campaign Palace, coupled with Tom’s keen interest in brand power, logos, business cards and letterheads were hand drawn on paper in the old school way. Once approved they were replicated onto a computer and, despite tweaking over the years, the ‘look’ remains seemingly unchanged and in vogue. Similarly, Gordon’s creative mantra for the business of ‘It’s Our People That Give You The Edge’.
“It was 1992 and there were a dozen real estate offices in Hastings Street, so to separate myself from the pack
I decided on the Noosa Parade location,” says optimistic Tom, adding that there was no shortage of ‘he’ll never make it out there’ quips from competitors.
“Hearing that just made me more determined,” he said. “In reality they were doing me a favour.
“The business was extremely fulfilling, not only in commercial terms but especially on a social level amongst wonderful colleagues, clients from all walks of life, and in community terms, suddenly being in a position to help others.”
Twenty years ago, when real estate agents patted each other on the back at lavish ceremonies, Tom also revelled in winning real estate awards, but the idea was short-lived and far too self-serving, so he stopped nominating.
The commitment however to supporting vital community groups such as the Noosa Coast Guard and surf lifesaving clubs was unwavering, with major sponsorship of the Noosa Heads Surf Life Saving Club, notching up more than 30 years. It all started when young lifesaver Ross Fisher, now club president, had a meeting with Tom, their ‘Silent Lifesaver’.
“From initial rescue boards, rescue tubes and first aid equipment to their defibrillators, CPR mannequins, IRBs, motors and upgrades, this is the longest-serving sponsorship by a long shot,” says Ross with the utmost gratitude.
“The hundreds of thousands also contributes to vital beach vehicles, such as SSVs, and our first rescue jet ski under SLSQ’s future direction for modern surf clubs. This advanced equipment ensures the club maintains the highest standards of safety and efficiency in all lifesaving efforts, ensures the well-being of the community, and is crucial to maintaining our record of no lives lost on our patrolled beach for 95 years.”
Dominating the real estate market was never Tom’s goal, rather it evolved organically. There was no rear-view mirror watching to see what others were doing, it was all about innovative ideas, facilitating better ways of increasing exposure for clients’ properties, exploring more buyer avenues, reaching new markets, and overall, achieving superior sale results.
Included in the mix was working with media – print and digital, investing in premium office locations, having an in-house media team to improve content and speed, a savvy support team, plus a superior highly skilled and motivated sales team. All this and more plus a dynamic leader contribute to everything running as smoothly as a Swiss watch.
“Business without innovation is dead in the water, and to see our patented innovations are now widely used by other agencies throughout the country was, and is, very exciting,” Tom said.
“Included are multi-array display screens and software first developed for our Hastings Street office for the opening in 2002, and corflute sign spikes, eliminating the use of timber stakes.
“Our websites have always been purpose-built, rather than taking the far easier path of buying a generic version.
“Advancement in tech keeps accelerating, so for example we had a regular development meeting recently with the tech team building another new site from the wire frame up, and directed by our in-house computer ‘scientist’ Alistair, an integral part of the company for 21 years.
“The majority of agency software in Australia (CRMs) is owned by a single multi-national, and clients deserve better than average.”
A more recent addition to community support has been the major partner of the Noosa Concours d’Elegance, a free event on closed-off, strikingly beautiful Hastings Street, celebrating automobile masterpieces, also featuring some of the world’s most luxurious brands and prestigious marques.
Live music and entertainment added to the ambience and once again sponsorship of this calibre forges new connections, which are priceless.
So, what’s in a name? A veritable bounty, after all there is only ONE Tom Offermann!
