Agent of the Week: Craig Morrison

Allow us to introduce the founder and director of Town Sunshine Coast, Craig Morrison – this week’s Agent of the Week!

Craig’s time at university led the talented 36-year-old on to running several successful businesses, which subsequently enabled him to explore his true passion – the world of property development.

Taking the reins

After successfully selling one of his business ventures, Craig embarked on his first property project and soon realised his skillset could be put to practical use as a real estate agent, in part down to an inspirational outside source…

“I’ve always had a passion for property development, but obviously you need capital to start out,” Craig says.

“After I finished university, I started my own IT company – this is where I got my first taste of selling and building a brand here on the Sunshine Coast. After that, I ran a couple of tech start-ups and we sold one to a publicly listed company. From making that sale I had some capital behind me to start my first development.

“I started out with a six-lot subdivision. I’d employed an agent to sell the lots, but half-way through the project they were struggling and it seemed a lot harder than it needed to be, so I thought, ‘I don’t need these guys, I can do this myself!’”

Craig promptly went and gained his licence and finished off selling the project, and that’s how it all started.

“Million Dollar Listing New York was probably my biggest influence,” he says. “I used to watch the early seasons of that show and it felt very real.”

Off to a flyer

Craig has lived and worked on the Sunshine Coast his whole life, and 12 months ago launched his own real estate agency, Town. Despite the potentially unfortunate timing, the company has had a cracker of a first year.

“I learnt the real estate ropes quite quickly and I should probably have started my own agency a lot sooner than I did,” he says, “but I was very loyal to a good friend and mentor,” says Craig.

“There was that initial standstill in the property market here on the Sunshine Coast, but we were probably the first here to launch two or three listings at the start of the pandemic and they went really well.”

Craig focuses mainly on off-the-plan sales or projects as that is where his passion lies.

“Building relationships and trust is something that is really important to me and has been key to my success. I believe integrity is everything and it is one of my core values. I’ve developed strong relationships with a number of developers and other agents in the industry, it is so important to have a solid network of people around you.

“Getting stock is just the first step, the real skill comes in finding the right strategy to market it, sell and manage it whilst keeping all parties happy!

“At ‘TOWN’ our strengths lie in our ability to market and work with our existing relationships to get the best result for both our clients and our buyers.”

Marketing maestro

Now listing some of the finest homes on the Sunshine Coast, including this five-bedroom mansion in Coolum Beach as well as Australia’s ‘most viewed property of the week’ back in October, Craig has made great use of the skills learnt throughout his career to really propel himself forwards.

“I’ve had a lot of business experience and a university degree in IT and marketing that certainly comes in handy,” he reveals.

“To have the most viewed property across Australia for a period of time shows that our marketing is on point and that’s definitely one of our strengths.”

Craig singles out the success of one landmark project that he looks back on fondly, and one where he drew on all of his experiences to deliver a development from start to finish.

“Beach Life was probably our biggest project,” he recalls. “To sell out a 57-unit high rise for $70 million – and we were there right from the beginning – was really great to be a part of.

“We were there right from finding the site and helping the architect with floorplans and pricing to naming, branding and marketing it, which was such an awesome experience.”

Out of office

When the Sunshine Coast-born real estate agent isn’t selling some of Queensland’s hottest properties, he spends his free time with his other half and gets a kick out of sport.

“I’ve played soccer my whole life – Spurs are my team,” he says. “I also love playing poker and going surfing.”

“I live with my fiancée up on the Sunshine Coast and we’ve just built a brand new home on the beach in Buddina.” Living the dream.

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