Rural Muster celebrates 30 years of Ray White Rural and Livestock

The second day of the Rural Muster saw more than 170 members arrive in Toowoomba on the Darling Downs for a conference featuring sessions from leading figures from around the Ray White Group.

The conference was set against the historic backdrop of the Empire Theatre in Toowoomba, a fitting venue for Ray White Rural and Livestock's gathering. Chairman Paul White took the stage to reflect on three decades of his business, sharing insights and memories that have shaped the journey of the company.

Reflecting on the origins of Ray White Rural and Livestock, Paul mused, “When we started, my father Alan was always incredibly supportive. He would often join us at events, driving out west with us, bringing his unique energy and enthusiasm. Brian was equally supportive from the beginning. I believed we were on our way to something significant.”

Paul shared the initial vision he had for the business. “I thought we’d remain a small selling organisation for a while, but as more and more people joined, we found ourselves moving down the franchising path,” he recalled.

"Of course, I had my fears, particularly about whether we could create an energy that would be attractive to others. I started out listing and selling properties myself, and I never passed in an auction. That drive and dedication have always been at the core of what we do.”

Discussing the biggest challenges the business has faced, Paul highlighted the tough times that have come with unpredictable seasons. “The challenges have been numerous, especially during tough seasons, but through it all, I am so proud of every single one of our members. The commitment and resilience they have shown is truly remarkable.

”He concluded with an emotional note about "The Shed," a symbol of the company’s journey and foundation. “At The Shed, you can feel the emotions, the history, and the unity of our team. It’s a wonderful thing to witness—a testament to what we’ve built together over the years.”

Paul’s reflections were a powerful reminder of the enduring spirit and community that define Ray White Rural and Livestock, capturing the heart and soul of a company built on family values, resilience, and a commitment to excellence.

Ray White auctioneer Phil Parker opened the conference with a heartfelt tribute to Paul White, expressing his gratitude for Paul's unwavering support and friendship over the years. "I've been with Ray White for 40 years now, and I met Paul 40 years ago when he was leading training sessions on the dos and don'ts of real estate," Phil recalled.

Reflecting on his early days in the industry, Phil shared, "I was just six months into my real estate career, determined to be successful. Paul was the one who gave me the confidence to pursue that goal. He taught me to back myself, to have the courage to keep going even when things got tough."

Phil emphasised that Paul has always been in his corner, providing guidance and mentorship every step of the way. "Paul has been instrumental in my career," he said. "One of the most important lessons he taught me was to always put the needs of the customers ahead of my own. It's not about making it about yourself; it's about serving others with integrity and dedication."

Concluding his remarks, Phil expressed his deep appreciation for Paul's influence, stating, "Thank you, Paul, for everything. Your support and the values you've instilled in me have shaped my career and the way I approach real estate. “To celebrate 30 years of Ray White Rural is a huge achievement.”

Ray White Rural and Livestock CEO Stephen Nell (pictured above) said he had never been more confident about the future of the business given the technology capabilities available.

“Success leaves clues and so does failure. I genuinely see a real opportunity for all of you to take advantage of the environment that our competitors have put us in,” Mr Nell said.

“I believe they think they’ve created an advantage for themselves but in fact they have played right into the hands of what has made Ray White Rural and Livestock so successful and we must leverage off it.

“Here is the thing, talk is cheap, so as your franchisor we have invested significantly in giving you the tools you need, tools that are invaluable and quite simply, your competitors don’t have them.

“I am enormously proud of how all of you have navigated your way through this last year and I expect that to continue. We all have an obligation to every other member of the company to be the best practitioner we can be. And that extends to us as your franchisor.

“We strive to provide you with the best tools and skills for you to be successful in your businesses.”

NRL Super Coach Wayne Bennett (pictured above) took to the stage at the Rural Muster to share his insights on leadership and the lessons he's learned throughout his illustrious career. With a touch of humour, he introduced himself by saying, "There's two Waynes—Wayne and Wayno. Wayno is here today." This set the tone for a candid and heartfelt talk.

Reflecting on his early days, Bennett reminisced, "It's been 50 years since I was last in Toowoomba as a policeman, and the station was right beside the Empire Theatre, so I have a lot of memories here." This nostalgia underscored his connection to the area and the personal journey he has undertaken over the years.

Bennett opened up about his natural introversion, revealing, "I am introverted. I got into coaching, but to be successful in teams, I had to communicate. The introvert is always in me; we don’t show a lot on the outside. I taught myself how to communicate. It's an active choice. I worked hard at communication so my players know where I stand."

He emphasised the importance of authenticity and personal accountability, noting, "If I don't challenge you, I have failed you. I want you all to be your best—that’s your choice, whether in real estate or footy. Many people don’t want to take responsibility for their choices. No one tells more lies than the ones you tell yourself. Who is putting your handbrake on?"

Bennett (pictured above with Matt White) also touched on the significance of self-awareness and self-esteem, encouraging the audience to reflect on their self-image and the way they are perceived in their communities. "You need to like yourself, your image, and how you regard yourself in your community. That is your trademark. Know who you are and what you represent, and what your company represents—it's up to you. That is your choice and you have to own that."

Looking ahead to his next challenge, Bennett shared his philosophy on leadership, which has remained consistent throughout his career, whether coaching the Brisbane Broncos in 1988 or the Dolphins two years ago. "I'm about to go to South Sydney again, and they have had a tough year. My approach will be the same as always. Like all situations, you won’t have everything. Don’t worry about what you don’t have—make the best of what you’ve got."

He concluded with a poignant reminder to focus on the positives and find strength in adversity: "If you feel down, have a look around you and see what you have. Leadership is about making the best of your circumstances and helping others do the same. What do we do when we care? We challenge ourselves. We encourage. We try to make things better. The best families don’t have the best houses. You can feel when people care. Nothing will change if nothing changes.”

Bennett's words left a lasting impression on the audience, providing valuable lessons on leadership, resilience, and the power of personal accountability.

Ray White chief economist Nerida Conisbee (pictured above) gave the audience an economic update on regional property prices and the agricultural sector. Notably, Ms Conisbee spoke about regional migration and the surge of beef and wheat as Australia’s top production items.

“During Covid, we had incredible property market conditions and the rural and agricultural industries were extra interesting - there was record movement into regional Australia, we’ve never seen so many people move into the regions and the second was incredible weather conditions. At the same time, we were producing lots of wheat and beef which led to boom time conditions,” Ms Conisbee said.

“At the end of last year, things turned quite quickly and it was looking a bit negative, but things haven’t been as negative as we first thought.

“Agriculture and rural property has been a star performer in Australia and it has a lot to do with how agriculture conditions have been. This has been a major contributor to our economic growth.

“Interestingly, Australia is no longer riding on the back of the sheep industry. Beef is our number one production item and has been for a few years, the second is wheat, and canola is our third largest production item in the country.

“Sheep hasn’t even made it into the top 10, it’s been replaced by nursery cut flowers and turf.

“Migration into regional areas has slowed down significantly, but we are still seeing high regional movement in Queensland. The flow of people is having a significant impact.

“Regional property prices are on their way up. Between 2010-2020, we didn’t see much movement in regional property prices, it shot up during Covid, then we had a brief pull back but they have now surged ahead.”

Read Nerida Conisbee’s full rural Australia report here

Ray White Sherwood | Graceville principal Cameron Crouch and Ray White Rural and Livestock managing director Matt White (pictured above) shared their insights on enduring leadership and what it takes to build a successful team in today's competitive real estate market.

Cameron Crouch, a non-selling principal, reflected on his approach to leadership, emphasising the importance of focusing on team support rather than individual sales. "As a leader, you can either be the player or the coach," Cameron explained.

"We are a medium-sized business, and while we've learned a lot over the past few years, there are always things we can improve. Our core philosophy is to support every single person in the team, from top salespeople to administrators. There’s a lot of support and hand-holding involved."

He went on to highlight the team's collective achievements, stating, "The team accolades have been great, but the biggest milestone for us has been reaching the Chairman's Elite level—a testament to the dedication and hard work of everyone in the business."

"Support and training are the keys to unlocking potential within our teams. It's about creating an environment where every individual feels equipped and empowered to succeed."

By prioritising team development and maintaining a strong focus on performance metrics, Cameron and Matt demonstrated how strategic leadership can drive growth and excellence within their respective businesses.

Ray White chief strategy officer (real estate) Mark McLeod (pictured above) had a very simple message for the Rural Muster’s attendees, ‘you already know what to do’.

“The most important moment of this whole conference is when you’re walking back to your hotel and deciding whether you’re going to make changes. If nothing changes, then nothing changes,” Mr McLeod said.

“One of the amazing things in our Ray White network has occurred, we’ve seen a regional Rockhampton office become one of our top businesses in Queensland.

Mr McLeod asked the audience to write down all the tasks they think the agents from the Ray White Rockhampton office completed on a regular basis. He received answers including prospecting, appraisals and open homes.

“You already know what to do to be a million dollar writer - prospecting, appraisals and open homes,” he said.

“Customer contact hours are the things that matter. More calls lead to more appraisals, as a result listings go up, leading to more open homes and then more auctions.

‘What I tell you today is the most simple message - if you want to do better, talk to more people. Most of us actively avoid talking to people.

“The problem with communication is the illusion that it’s taking place.”

He urged attendees to work more strategically to get in front of their customers by prioritising contact hours on the most important day of the week, Saturday.

Mr McLeod works closely with agents and business across the group to help them make the most out of the group’s sales management platform NurtureCloud which provides a wealth of data to help agents optimise their business.

Stephen Nell interviewed Katrina Wootton (pictured above) who discussed how to run a volume based business.

Katrina Wootton from Ray White Mildura took out the Sales Associate/PA of the Year award at the recent Ray White Victoria / Tasmania awards night.

She moved into the real estate industry 11 years ago after a stellar career with Tupperware. “I am very driven and we have goals and we have a structured team environment. I love the excitement of doing deals,” she said.

“It's not uncommon for us to have 5-6 offers on each property but I never sell a house on a Saturday. I will always present offers on a Monday and get contracts signed.”

Psychologist and CEO of Pragmatic Thinking Ali Hill (pictured above) offered the audience two key tools to help change their mindset.

“You are in the business of people. How do we navigate the unknown? The first tool is that the type of mindset you have matters and the greatest mindset is that of possibility. It’s the belief that things can get better. The second tool is to engage your power stories because the things we say to ourselves and others are incredibly powerful,” Ms Hill said.

“Change the picture and you change the result. The small things make a fundamental difference to what’s in front of us.

“Individuals and teams who get stuck and find it hard to navigate through uncertainty have either lost sight of their purpose or have stopped making progress.”

Simon Southwell, the first ever franchisee in Ray White Rural and Livestock who joined 30 years ago in St George, has never missed a Muster in three decades.

“I always get a lot out of these events. The networking and referrals we get have been great. I have always been enthralled by the idea that Ray White is a family business, and I have a family business. My wife Janie, son George and daughter Clare are here today. In fact all four of our children were born in Toowoomba, so it's great to come back here today. I love listening to Wayne Bennett again, he first spoke at a Muster 17 years ago. His message has always been simple, you need to be an open book and you must care. You must be honest with yourself.”

Simon Southwell moved to the ACT some 15 years ago to seek a good education for his children and keep his family close together.

“Thirty years is a huge achievement and being here with Dad has been an honour given he started as the first franchise in 1994,” said George Southwell, CEO of Ray White Rural Canberra | Yass | Murrumbateman.

“Ray White Rural has always been industry leading - locally owned, the biggest real estate brand and an excellent support for our sales people. Our group really sets us apart, we are not calling a city based corporate office to approve or pay the local Rugby Clubs sponsorship.

“Rural Muster is always a highlight on our calendar and coming to the Darling Downs for this year has certainly been an exciting trip to look forward to. Being in a room with the best of the best in this industry (backed by cold hard numbers) is a huge pleasure.

“Growing is a part of this group and has been for 30 years, the finish line keeps shifting and this drives us no doubt as a group - really cool to be in the Empire Theatre, this historic venue really brings us back to our roots. I also watched the Wiggles here as a four year old!.

“Being at The Shed is always special, the most valuable White family asset is a shed, no other real estate empire in the world has this type of connection - while the shed is a huge part of our history, for me my most special moment was sitting in Alan White’s bedroom and looking in the mirror on the dresser, it reminds me that it is up to me as it was for Alan, to take the next generation to where it needs to be.”

Ray White Rural Atherton legend Margaret Black (pictured above) said she always loved attending the annual Muster.

“I love catching up with friends and colleagues from across the group. Thinking back, there were only four tables of us at my first Muster 24 years ago,” she said.

“It’s so important not to sit in your comfort zone and keep doing what you are doing. Everyone needs to take something away from training and events like this. We can all learn from each other.

“Change is painful but so important.”