Diane and Ashleigh Davidson of EVES talk teamwork
WORDS Nicky Adams PHOTOS Salina Galvan
Diane Davidson loves her daughter Ashleigh. “But,” she says, “the thing is, I also really like her as a person.”
Together, Diane and Ashleigh are Davidson & Co, real estate agents who operate under the EVES banner. Although husband and wife partnerships are common in real estate, it’s rarer to see mother-daughter duos, but its clear this pair have such an easy rapport that helps them work so well together. Explaining the reasons that she thinks the dynamic is so successful, Diane continues, “Importantly, we’re very much on the same page as far as values and goals go. There’s an automatic trust.”
Having started her career in Auckland before moving to Tauranga 20 years ago, Diane has been in real estate for 25 years. Ashleigh is newer to the role. After completing a degree in communications, she moved into marketing and PR. Working for a couple of high-profile international companies, she loved what she was doing, but says “it never felt quite right. With real estate, though, I can use my marketing and communications skills, and every day is different.”
Despite having grown up immersed in real estate (Ashleigh’s dad Alan is also an agent of 30 years and now works part-time as part of the small, tight team), Ashleigh needed to complete her papers before she could become an agent herself, then prove her passion came with ability. In doing so, it quickly became apparent that she’d found her calling.
Dynamic duo
Diane and Ashleigh complement each other perfectly in many more ways than one. Diane has a strong moral compass and belief in old-school real estate values – for her it’s about telling the truth and helping people to achieve their goals, whether that’s finding a property within their price range or getting the best price possible for their home.
Ashleigh shares her sentiments and brings to the table a skill set that’s in keeping with buying and selling in the technological age; her videos and online marketing campaigns speak for themselves. Diane says she admires Ashleigh’s abilities. She laughs when she recalls that long before her daughter became an agent, she insisted that Diane needed to start using social media as a selling forum. “When Ash was still living overseas, she told me I needed to be putting something on Facebook, so I posted about a pair of shoes. ‘No,’ she said, ‘I meant something relevant to real estate!’”
Diane might leave the more complex tech to Ashleigh, yet her expertise in her field is beyond impressive. She’s naturally warm and engaging, but when it comes to work, she gets down to business. Diane has strategies that – evidenced by her excellent reputation and number of repeat clients – work exceptionally well, and Ashleigh, who has the same affinity with people, is similarly focused when it comes to the job at hand.
Extensive experience
As agents, these women do a lot of prospecting, and with that comes plenty of stock. Diane’s extensive experience has taught her that no matter what the market, auctions are almost always the best way to achieve the desired result; however, she doesn’t take credit for the incredible sales prices they’ve reached, instead pointing to the skill of the auctioneer, which she believes is absolutely crucial. The phenomenal auctioneer, Grant Child, they work with is one of the reasons she and Ashleigh love being part of the EVES family.
Another bonus aspect of being under EVES’ wing is its free comprehensive marketing plan – although this is an area where Davidson & Co offer exceptional value, through Ashleigh’s marketing talents, as she’s able to tailor plans to suit specific demographics. The social media whizz is also a proponent of print, which she believes remains an invaluable medium. In fact, she says that just the other day, “a lovely lady brought along a cut-out of a property. Print is definitely not dead. We know we have more people at an open home when it’s in print.”
With Diane and Ashleigh, there’s strategy at every stage, but no pressure. “We’d rather not get the listing than put anyone under pressure,” says Diane. “We under-promise, then do everything we can to overdeliver.”
For Davidson & Co, the keyword is ‘integrity’. It’s not about their egos or position on the awards chart, which is ironic given Diane is a multi-award-winner. For Diane and Ashleigh, it’s about what’s best for the client. “I’ve always said, ‘If it ever becomes about me, tell me and I’ll get out,’” says Diane. “That still holds true today.”