How this agent’s 'right fit’ philosophy is powering her career and company

The secret to Rachel Anasson’s success in life and real estate comes down to one clear philosophy – everything must be the “right fit”.

That means understanding who she is as a person, what she stands for as a leader, and the kind of business she wants to establish, run, and leave behind for those who come next.

The Goodhaus Property co-founder says that ethos even filters down to finding the right fit when hiring and deciding which listings she takes on.

“You need to make sure that you’re the right fit for your client because if you align yourself with the wrong client, it can be a painful few months for all of you,” she says.

“You need to make sure that it’s working for both of you for it to be a wonderful experience. [Selling a home] is one of the most emotional transactions anyone will ever go through, and they’re not always glamorous.

“There are separations, there are divorces, there are deaths – there are many reasons for selling a property and you can’t go there treating it as just a transaction.”

Seven years ago, Anasson transitioned from running cafes and restaurants across Canberra to real estate, driven by a desire to create positive and memorable experiences for her clients.

That meant having tough conversations delivered with kindness and care, putting herself in her clients’ shoes and viewing her role as one of guidance rather than that of a pushy salesperson.

“There would be nothing worse, in my eyes, than a client not having a positive experience,” Anasson says.

“There might be challenging conversations … but at the end of it, all I want is to have done everything in the best interests of my client and for them to think, ‘she did that with care’ and ‘she did that with kindness and I had the best experience that I could possibly have with this sale’.”

Client care over commission

Two Palmerston sales stand out as Anasson’s career favourites, not because she achieved a record price but because she nurtured her clients and guided them through the sales process.

“One was a lady who had recently lost her mum and was selling her home,” she shares.

“When she interviewed me, we were both so emotional and she said, ‘my mum would have chosen you’. That, hands down, is one of the kindest things anyone has ever said to me.

“Another one in Palmerston was when I sold the vendor’s family home of 30 years. I had been working with those clients for almost three years before they were ready to sell.”

Building a people-first business

When Anasson, her brother Jason Anasson and her sister-in-law Natalie Kokic Schmidt started Goodhaus about 15 months ago, they did so with a “people-first” mentality that focused on elevating trust and service levels in the real estate industry.

Anasson says it’s crucial when establishing your own business to do so with a clear vision of what you want to create.

“You need to be very firm in who you are as a person and the type of leader you would like to be in the market,” she says.

“If you go in with the right intentions, that will come back to you. You need to do a lot of work on yourself and envision where you see your business going, how you want it to grow, whether you want it to be boutique or large or whether you want to franchise. Just be very firm on the type of leader you want to be.”

Growing intentionally, not just quickly

For Goodhaus, that means growing carefully, so they ensure their customer service standards don’t slip.

They pride themselves on good one-on-one communication with clients, detailed reporting and getting face-to-face as often as possible.

“We’re very intentional about how many listings we take on at one time because we like to be able to service our clients to the highest standards,” Anasson says.

Anasson is also careful about hiring new team members, preferring to opt for the “right fit” in terms of personality and values.

“We’d certainly love to expand but what is most important to us is having the right fit and the right culture,” Anasson notes.

“So, we’re not in any hurry to bolt people on. Everything we do at Goodhaus is very intentional. Experience isn’t top-tier – we look for someone who has grit and who is hungry. Someone who is passionate and who really feels the industry. 

“We can teach sales, negotiation and admin, but we can’t teach someone to have authentic passion for the industry and care for their clients, so that’s what we look for.”