As our second office in Perth, Applecross opened with a tight team, a clear ambition and plenty of ground to cover. Since then, the team has doubled in size, the office has filled to capacity and WHITEFOX has become a recognised presence across Applecross and Perth’s southern suburbs.

Within the first year, the Applecross office completed 97 transactions worth $165.33 million in total sales, with an average sale price of $1.70 million.

The three highest results?

$10.9 million in South Perth.
$8.5 million in Mount Pleasant.
$3.825 million in Mount Pleasant. 

“During our first six months in Applecross, I don’t think we had an Applecross listing,” Managing Director Ryan Smith says. “Now we’ve got five or six. We’re becoming one of the dominant players in the area.”

Today, the office is home to a 12-strong team led by Managing Director Ryan Smith and Sales Director Jackson Tuttleby.

Senior Advisors and Negotiators Laura Roach, Ali Seyfi, Chris Sofoulis and Lachlan Aquilina work alongside Advisors and Negotiators Zepplen Marwick, Dani Jones, Rachael Harris and Vinay Chavda. Sales Associate Ellah Dunn and Sales Coordinator Siana Cox complete the team.

For Jackson, the office’s success starts with the people.

“If you walked into our office in the first couple of months, you would have felt there was intent and energy,” he says. “Now you come into the office a year later, we’re overflowing with people, the energy’s high and the output’s high.”

That energy has made the office a place where experience is shared, hard work is visible and wins belong to the team. From making calls and booking appointments to securing listings and negotiating significant results, every member of the team has contributed to the office’s rapid growth.

“There’s a lot of merit in people hearing each other’s calls and learning from the experience around them,” Jackson says.

His first year leading the team has also reinforced the importance of giving people room to perform while keeping their individual ambitions front and centre.

“The key is not to overmanage,” he says. “It’s to support people and hold them accountable to the goals they’ve set for themselves.”

An approach that is clearly resonating with the team, Jackson estimated around 90 per cent of the team have either achieved this one the goals they set for the year or are tracking closely towards them.

The impact extends beyond campaigns and transactions. From the beginning, Applecross has focused on becoming a genuine part of the local community, building strong relationships with the cafés, restaurants and businesses surrounding the office.

“We’ve always prided ourselves on not just being real estate agents, but being humans and creating good relationships with the locals in the community,” Ryan says.

Those relationships, combined with 97 successful transactions and an expanding local presence, have turned an emerging office into a serious force in the market.

The challenge now is finding enough room for what comes next. With more people interested in joining the team and the current office already at capacity, a larger space may soon be required.

For Ryan, the priority is continuing to develop the talent already inside the business. For Jackson, it is about converting the foundations of the first year into an even stronger market position.

“Next year I’d like to see more market presence, more sales and a bigger space so we can keep expanding the team,” Jackson says.

One year in, Applecross is no longer WHITEFOX’s newest Perth office. It is a 12-person, high-energy team with proven results, a growing market presence and no intention of slowing down.