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What an Amazing Place | 7 Years of Place New Farm

Thursday July 6, 2017 ● By Jenna Fearnley // Place HQ


Once an historic theatre, followed by a fish and chip shop called Codpiece, this popular premise on Brunswick street was converted into the dynamic Place Estate Agents New Farm office seven years ago, and more recently, underwent a modern transformation to cater for the growing business demands.

Opening the doors during a financially challenging time where many companies were closing their doors, the Place New Farm office was about to defy odds.

Behind the birth of this highly-successful business was agent Judy Goodger, who came on-board as managing director of Place and the local office in 2010.

Judy Goodger shares with PR Manager Jenna Fearnley the story behind the successful growth of Place New Farm and the inspiration behind their new office renovation. 

What are some of the greatest achievements for the New Farm office over the past 7 years?

The New Farm office opened in one of the toughest markets in 2010, so our greatest achievement has been growing an incredibly strong team in Brisbane’s most competitive property market. We are consistently in the top three for sales volume and frequently achieve the top office marketing award across the Place Group. What makes our office so special is the atmosphere we have created – it is energetic, fun and supportive, which are important attributes when working tirelessly to achieve the best results. In 2010, we started with a small sales team and no property management staff, now we have seven high performing lead agents. While we are relatively small in terms of staff numbers, we are a dynamic team and punch well above our weight.

Why did you choose Brunswick Street, New Farm?

We saw a hole in this marketplace at the time and it was a natural progression for myself and Place. I live in New Farm and have a strong name within the local community that I built over the length of my career and it just seemed like the right fit at the time as the Bulimba office dominated the eastern suburbs.

It is a central location that allows the team to service north, south, east and western suburbs of Brisbane. Brunswick Street is a very popular strip with high visibility. Since 2010, we’ve doubled in size, with new agents joining and existing lead agents expanding their own teams as well. To accommodate this growth, we also took over the ice-cream shop which was next door to us. 

As the director of Place New Farm, what do you enjoy most about leading this team?

Before opening the office, I had expertise in running my own sales teams, so it was the next step to grow a larger Place team.  I get so much enjoyment out of seeing the agents, sales support and property managers grow and succeed in terms of both sales and personal lives. From financial growth to personal development, it is my number one priority that all our people feel like they are on the road to achieving their own dreams.

What inspired the recent office renovation?

It is important for our people to have an inviting working environment. The office was due for a makeover and we wanted to capture a fresh, homely and modern environment in line with the Place brand and our flagship Bulimba office. The design oozes earthy, natural colour tones combined with marble and textured wallpaper. We have used our signature colour palate, Dulux Domino and Dulux Grid, teamed with Calcutta marble bench tops while featuring a beautifully hand-painted bookshelf and architectural pendants from Lumen8.