Author Archives: PineProperty

Strategies How Main Street Retailers Can Survive and Thrive

Written by Trent Rigby, Director at RetailOasis

While shopping centres continuously innovate and expand their offering to draw in customers, local retail trips have struggled to keep pace. This lag has led to declining revenues for many independent retailers and high vacancy rates on main streets across Australia. The persistent threat of international competitors and the surge in online shopping further compound these challenges, casting doubt on the future viability and growth of our beloved main streets.

However, despite these challenges, retail main streets will continue to play an important role in servicing the local communities in which they operate. Whether it’s supporting local, great customer service or simply convenience; consumers still recognise the vital role that independent and main street retail plays within their lives.

The retail main street isn’t dead, rather it’s currently going through an evolution to stay relevant to consumers and remain competitive. In this post, we’ll explore several actionable strategies to help empower main street retailers to thrive in these challenging times.

Use Personalised Service as Your Differentiator

Personalised service is a cornerstone of retail main streets, offering a unique advantage over larger competitors and shopping centres. By tailoring their interactions to meet individual customer needs, businesses can foster deeper connections and build loyalty.

Personalised service creates a memorable shopping experience. This not only encourages repeat business but also generates positive word-of-mouth, which is crucial for small businesses that rely heavily on community support.

In an era where online shopping and large retail chains dominate, the human touch can be a significant differentiator. By understanding and anticipating customer preferences, small businesses can offer curated recommendations and bespoke solutions that their larger competitors often cannot.

Think beyond the transaction to creating a meaningful 1-on-1 human relationship with customers.

Find and Know Your Niche

The key for main street retailers competing with larger big-boxes and shopping centres is changing the narrative. Take what is perceived as your weakness (your smaller size) and make it a strength. Focus on your target audience in a very specific way that bigger players can’t or aren’t willing to do. Be responsive to your customer, nimble, more service oriented and focus on smaller subsets of the market.

Thrive on being different. You should let consumers looking for low-cost, huge selections, or other benefits provided by larger retailers shop elsewhere. There is no reason to pursue consumers who do not value your business the way you can run it.

Don’t Forget Your Brand

Investing time and resources into branding isn’t just something for those retailers with large marketing teams. Having a consistent look and feel can help you differentiate your business from the competition and attract the right customers.

It’s important for small businesses to analyse competitor sites and industry trends, but not to get too caught up in the competition. Instead, focus on how you can differentiate and provide your local audience with what they want. Listen to and encourage feedback from customers on how you can improve their overall customer experience. The spirit of small business is your immediate ability to make changes, pivot when needed, and iterate your way to success quicker than the big players.

Build a brand that appeals to your target audience and consistently delivers a high quality of products and services. The goal is to build a loyal following, and we believe that a combination of branding and marketing (especially tailored to the local market) puts you in competition with the bigger players.

Reward Loyalty

Shopping centre managers have a comprehensive grasp of their customer base, knowing which stores are performing well, and tracking foot traffic across various times. In contrast, retail strips often lack this detailed data needed to provide tenants with insights into their market.

Combat this with loyalty.

Customer loyalty programs are vital for local and independent retailers, serving as a strategic tool to foster repeat business and build a loyal customer base. These programs reward customers for their continued patronage, creating a sense of appreciation and value. Loyalty programs don’t need to be complex or costly. Those loyalty schemes which are simple (think a basic coffee card offered by a café) are often seen as the most valuable and transparent to consumers.

By offering incentives such as discounts, exclusive offers, or points that can be redeemed for future purchases, small businesses can encourage customers to return more frequently. This not only boosts sales but also enhances customer retention, which is often more cost-effective than acquiring new customers.

Additionally, loyalty programs can provide valuable insights into customer behaviour and preferences. By analysing the data collected through these programs, small businesses can tailor their marketing efforts and product offerings to better meet the needs of their customers. This personalised approach can lead to more effective promotions and a stronger connection with the customer.

In a competitive market, where larger retailers often dominate, a well-executed loyalty program can be a key differentiator, helping you stand out and thrive.

Recognise the Importance of Product Visibility

There’s nothing quite like wandering into a local store and coming across something unique you wouldn’t have found in a larger store. Product visibility is crucial for main street retailers. In a competitive market, ensuring that products have high visibility, draw the attention of customers and are easily accessible can create a significant competitive advantage. This is especially important for businesses that rely on foot traffic and local patronage, as well-displayed products can entice passersby’s and convert them into customers. Additionally, strategic product placement and attractive displays can highlight new or seasonal items, encouraging impulse buys and increasing average transaction values.

For those small businesses on main streets with limited marketing budgets, maximising product visibility is a cost-effective way to boost sales and build a loyal customer base.

Create a sense of community through in-store events

One of the key differences between local and independent retailers is the intimate feeling that comes with the space. Often, it’s so much more than a shop.

As shoppers seek out human connection, they’ve actively looking for places to learn, meet others and spend time. Building a sense of community through in-store events is essential for main street retailers as it fosters strong, lasting relationships with customers. These events create opportunities for face-to-face interactions, allowing businesses to connect with their customers on a more personal level. By hosting workshops, product launches, or social gatherings, small businesses can transform their stores into community hubs where customers feel welcomed and valued. This sense of belonging encourages repeat visits and loyalty, as customers are more likely to support businesses that contribute positively to their community.

In-store events also provide a platform for showcasing products and services in an engaging and interactive way. Additionally, these events can generate buzz and word-of-mouth marketing, attracting new customers who are drawn to the vibrant community atmosphere.

Building a sense of community through in-store events is a powerful strategy to differentiate yourself from larger competitors and ensure customers feel both connected and invested to your brand.

Emphasise Sustainability

Emphasising sustainability is crucial for local and independent retailers as it aligns with the growing consumer demand for environmentally responsible practices. Research shows that consumers, particularly those younger ones, are more eco-conscious and prioritise ethical consumption.

Adopting sustainable practices not only helps in building a loyal customer base, but also enhances your reputation as a responsible and forward-thinking entity. Whether it’s reducing waste, energy conservation, sourcing locally, or actively promoting eco-friendly products, demonstrating a commitment to the environment can provide small businesses with a competitive edge over larger competitors who may not prioritise sustainability. In addition to positive word-of-mouth and contributing to a healthier community, sustainability can also lead to cost savings and operational efficiencies in the long run.

This approach not only meets the current demands of consumers but also prepares businesses for a future where sustainability will likely be a key factor in consumer decision-making.

Actively Support Your Local Community

Being an active member of the community by sponsoring local events is a key strategy to win your customer’s hearts. Smaller stores must become the authority in their trading area, and being visible and part of the community in sponsorship and non-profit involvement helps your business get noticed. This not only helps in attracting more customers, but also in creating a supportive network that can provide mutual assistance and growth opportunities.

Ultimately, the success of local businesses and the prosperity of the community are deeply interconnected, making community support a vital aspect of sustainable business practices.

Want your business to stand out from the crowd? Discuss these strategies and more in further detail with Retail Oasis.

Want to succeed? Start calling people instead of texting or emailing

A preference by Gen Z and Millennials to use text-based communications instead of a phone call could be undermining their job performance and career success, particularly in sales-based roles.

Research published in June 2023 found that an increasing reliance on modern communication technologies such as texting and email has contributed to telephobia or “telephone anxiety”, which is defined as an apprehension for making phone calls.

In fact a recent US survey found that 81 per cent of of millennials said they get anxious about picking up the telephone to make a call.

However, in commercial real estate – and indeed any form of sales or relationship-based role – text-based communications should be used sparingly as they are proven to undermine effectiveness and performance.

Whether you are canvassing for business, following up enquiries, or nurturing existing relationships, text-based communications will never be able to build the rapport and trust that a phone call can. It makes sense and is backed by science.

Phone calls are 34 times more effective than text-based communications

Two studies in 2016 and in 2008 found that emails are less persuasive and less effective in generating a positive outcome than picking up the phone.

However, this lack of effectiveness is often not fully appreciated by the communicator. The studies found that participants overestimated how effective or influential their emails would be in generating a response from recipients. This is partly because they failed to appreciate how untrustworthy their emails would be viewed as by others.

Conversely, those same people underestimated how effective and influential their in-person communications would be.

The ability of phone calls to persuade is likely because a phone call creates a stronger bond than text-based communications, something confirmed in a 2020 study by the University of Texas.

“People feel significantly more connected through voice-based media, but they have these fears about awkwardness that are pushing them towards text-based media,” the study’s co-author Amit Kumar said.

While historically, there was no alternative but to push through that anxiety and make a phone call, modern technology has made it easier and more convenient to simply send text-based communications.

However, this convenience, and modern automated sales tools that enable sending a series of automated emails or text messages over days or weeks, means that people are being bombarded with generic and impersonal text-based communications, rendering them increasingly less effective.

Furthermore, people’s fear of a telephone interaction being awkward is often overblown and once they make the call, they realise it wasn’t that bad, according to the University of Texas research.

Use the Most Effective Communication Tool

In sales especially, you should choose the communication method that will be most efficient, effective and persuasive.

And as with any habit or skill, the more you use the telephone to make calls, the easier it will become. While there will be knockbacks, no-answers, unreturned voicemails, and dismissals, you will also find receptive recipients, and be able to catch the right person in the right place and at the right time to deliver tangible outcomes, something that text-based communications will struggle to achieve.

Northern Beaches co-working office vs leasing your own. Which is right for you?

Co-working spaces have flourished in recent years, including on the Northern Beaches and in Manly, driven by a rise in flexible and remote working arrangements.

While there have been some well-documented struggles for co-working companies like We Work, demand for co-working space in Australia and the Northern Breaches remains strong in 2024.

As a result, an increased number of landlords have been making their office space available for short term rent and crowding the market, one reason cited by We Work’s for its recent poor performance.

Add to that, reduced remote working opportunities and an increased requirement for workers to attend the office at least a few days each week, means that there should be plenty of spare desks at your local co-working space in 2024.

The Benefits of Co-working Spaces

Despite the ups and downs, co-working spaces are here to stay, and for good reason. They offer freelancers, contractors and 1 – 2 person small businesses a fantastic opportunity to scale their business without committing to long-term leases or investment in services such as internet, printing, power and plumbing.

Co-working spaces also present opportunities for businesses to network, collaborate and drive business growth, with many also acting as “startup incubators”.

Co-working Space Downsides

Despite their benefits, co-working spaces have downsides too, with many businesses citing key issues with noise and privacy, as well being unable to build a unique company culture to attract both staff and customers.

These issues make certain business types or industries simply unsuitable for setting up in a co-working environment, according to Northern Beaches and Manly commercial real estate firm Pine Property.

“Businesses in finance, law, real estate, and other sensitive industries are less suitable to co-working spaces and often transition to their own office fairly quickly if they start out that way,” Pine Property said.

“Conversations in these industries are often private, which makes open plan working environments unsuitable. Client perception is also crucial in those verticals and people may question how safe their information is in a shared office environment.”

We often come across situations where businesses’ have relocated from serviced offices and secured their own private office space due to over heard business ideas being leaked to third parties. Quite often like minded industry professionals group together to secure an office unattainable by themselves.

For other businesses, the noise is the problem. It only takes one loud talker, or a group of people conversing to make meetings problematic or impact productivity.

Culture Wars

In a bid to help businesses drive workplace culture, companies like We Work offer free beer, ping pong tables, and other social activities.

“For the solopreneur or two to three-person team, this can be a great way to improve the employee experience, however once a business grows, then generally they want to develop their own unique culture, rather than tap into the culture of the co-working space”, Pine Property said.

The Benefits of Your Own Office:

Moving into your own office is a transformative moment in any business ownership journey. It delivers you with a unique sense of identity, helps you turn your business into a brand, and often seeds a new drive to grow and succeed.

Productivity will likely increase with less distractions, while attracting staff and winning customers should be easier with a business that has the appearance of being more stable. Renting your own office will likely cost more than renting one in a co-working space, and you will have less flexibility and longer leases, so your business should have a decent trading history and/or financial security.

“Be sure to ask key questions about the lease, understand what internet speeds are available, and negotiate a market incentive with the landlord to ensure you have sufficient time to get established.”

If you are struggling to justify the increased rent, one option to consider is to purchase an office with your superannuation, and lease it back to your company.

That way your retirement fund is your landlord. If you are looking at securing an office on the Northern Beaches, please view Pine Property’s current listings here.

Six critical considerations before signing a commercial property lease

How to craft your personal brand and how it impacts your reputation

While most people consider how their reputation impacts their path through life, less common is people considering the importance of their personal brand.

Your personal brand is the image, identity, strengths and characteristics by which you wish to be known, and is defined by consciously crafting that image among your community and peers.

This differs from your reputation which is the actual perception that people have of you based on their – and others – experiences and interactions with you.

When you are considering your personal brand, you should also assess how it might impact your reputation, as your personal brand helps shape how others perceive you. In fact, the two combined are one of the most significant influences on the success of your personal and professional life.

First Impressions and Personal Brand:

First impressions, where your reputation does not precede you, is one of the most critical ways your personal brand can influence your success.

Within only a few seconds, people will make judgments about your competence, confidence, professionalism, trustworthiness, and social status. And if you make the wrong first impression it will be difficult to change.

However, with a personal brand that has considered how you would like to portray these and other attributes as part of your first impression, you will be far less likely to make a bad one.

How To Shape Your Personal Brand

Set Goals: As with almost everything in life, what you want your personal brand to represent comes back to your goals. Those looking to excel in the corporate world will have a completely different personal brand to an aspiring professional surfer. Once you have defined your goals, you can start to shape your personal brand around those goals.

Map Your Current Personal Brand: Next you should clearly identify what your current brand projects. Identify your strengths, weaknesses, values and qualities and then consider how to bring these into your personal brand – in relation to your goals.

Physical Appearance: Your physical appearance is one of the most important factors of your personal brand and ties directly with people’s first impression. How you dress, your grooming, style and body language are all powerful branding signals.

Body Language: Your body language is directly correlated with your physical appearance. How you stand, walk or sit, your facial expressions, gestures, all impact your brand and how you are perceived.

Online Presence: Social and digital media has provided incredible opportunities for shaping your personal brand. Ensure clear, concise and well presented information is presented across all channels.

Networking: Actively engage with your communities and peers across both digital and offline channels. Join events, clubs, online forums and channels and add value to conversations around areas of interest or your specialty.

Consistency: Branding – whether business or personal – is about message consistency and repetition. Mixed messages will cloud and confuse your personal brand.

Seek Feedback: Ask trusted people whether your personal brand reflects what you wish to project, and respond positively to criticism and feedback.

Guide to Funding a New Business or Franchise

How you approach funding for a new business venture is critical to its success, with important considerations around working capital, loan security, cashflow forecasts and loan structure. If you are experienced in business you will be familiar with these requirements and the importance of a robust business plan.

However if you are new to business, this may feel a little daunting, especially if you are considering putting up your house as collateral on a business loan.

With the survival rate for new businesses sitting at around 41.5%, you are right to be cautious, however the significant rewards of owning a business will continue to attract new operators.

One way to potentially lower the risk is by buying into a reputable franchise with proven systems and processes to help you succeed. This may also increase your chances of securing funding due to some franchise brands having pre-approved accreditation with lenders.

Franchise Business

Despite some of the negative publicity in the media over the years, Australia’s franchise sector is one of the most regulated in the world, according to Dan Toms. co-director of Franchise and SME Lending Specialists – CFI Finance.

While starting a franchise business does not guarantee success, partnering with the right brand may increase the likelihood of your business succeeding by helping you navigate the common pitfalls, and structure your business and finance for success.

Toms says that prospective franchisees should scrutinise the franchise disclosure document where they can see how many sites have ceased to trade over the last three years, along with franchisee contact details.

“Reach out to other franchisees to discuss their experience, ask what they like about the network and what they don’t,” he suggests.

How Funding a Franchise Differs

While lender finance products for franchises do not differ, many franchise brands have accreditations in place with banks and other lenders which provides streamlined access to funding, reduced paperwork, and often better interest rates, according to Toms.

Whatever the business you are planning, he says you should ensure you understand all the costs involved – also known as turnkey costs.

“People can overlook costs such as a landlord bond or bank guarantee, legal fees, stock and working capital,” he said, adding that other cost considerations include accounting, marketing, your shopfit, vehicles and business support.

The working capital you require will depend on the type of business and how long it takes to reach break even.

“Some businesses such as gyms that offer pre-sale memberships can be cashflow positive from day one. Other businesses take time for the marketing initiatives to take effect and a customer base to be built.”

“Any new business should also have a cashflow forecast with realistic expectations for sales and expenses. Most lenders will be able to provide you with a cashflow forecast template,” Toms said.

Securing Your Business Funding: “The 5 Cs of Credit”

Before committing to any franchise or lease agreement, Toms says you should first secure your funding with a loan availability period of around three months, which will give confidence to the applicant, franchisor and landlord.

“Funding your business is the most important step and will influence you entire business journey, and potentially mean the difference between success and failure,” Toms said.

He described the “5 Cs of Credit” that lenders will use as a baseline for whether they will approve your loan, and how much they are prepared to lend:

● Character: This refers to the applicant’s credit report and credit score. How likely is the applicant to repay the loan?
● Capacity: Can the proposed loan be serviced? Another reason why a cashflow forecast is required.
● Capital: What savings does the applicant/business have to put towards the project?
● Collateral: What security is available to secure the loan, such as equipment, property, or a guarantee from another entity.
● Conditions: Are there any market conditions that may affect the business? These can be macro such as the broader economy or more granular that only affect a particular brand, industry or location.

Types of Business Finance

“If a business is starting out then it is common that we would generally recommend a business loan,” Toms said, adding that CFI Finance also offer leases and cashflow lending.

“A business loan is a fixed term loan between three and five years where the interest rate is also fixed for the term of the loan. This type of loan also allows maximum flexibility on how funds are used, rather than lending being tied to equipment.”

Whatever business you start, due diligence around funding, finance and cashflow is critical. Ensure you have the buffer to ride through any troughs, and consider partnering with a reputable franchise to help you navigate the process.

The Conscious Closet

In the last couple of decades, fast fashion has dominated our wardrobes. A consistent flow of mass produced, lower quality items , turning popular fashion into cheap options for the ‘every day’ consumer as trends come and go.

Now, the second-hand clothing market is the new fashion trend taking the world by storm.

While there was a time when second hand shopping was nothing to be proud of, second-hand fashion is no longer taboo. Now every kind of Gen (XYZ+) shopper is turning to the second hand market, spurred by a desire to help the environment and find alternative looks to fast fashion.

The world of thrifting is large and growing. According to thredUP 2023 Resale Report – which is a second-hand online store based in the United States – the global second-hand market is expected to nearly double by 2027, reaching US$350 billion.

“I got it at Vinnies, ‘’Old Faves New Life’ and ‘New to Who’ are just some of the recent advertising campaigns that have been executed by traditional charity thrift shops Vinnie’s and The Salvos to help modernise their image and offering to a younger mainstream market.

So, why is slow fashion coming of age? Here are five key reasons:

Affordability – You can actually ‘upgrade’ your wardrobe with high quality and designer items at significantly reduced prices.
Unique Style & Individuality – Finding one-of-a-kind pieces that allow individuals to express their personal style away from mass-produced, mainstream fashion.
Quality – Pre-loved fashion, in particular vintage clothing, is often well-made and durable, standing the test of time.
Supporting Local – Second hand shops are often small businesses or non-profits so purchasing from them helps your immediate community.
Social Media Influence – Fashion bloggers and influencers play a significant role in inspiring pre-loved fashion. They showcase their thrift finds, vintage pieces and unique styling ideas to their followers, demonstrating that sustainable fashion can be stylish and on trend.

But perhaps the most important element of the growth of the second hand market is sustainability. As consumers become more aware of the social and environmental impacts of the fashion industry, shoppers are opting for a greener alternative. Buying pre-loved clothing assists in the breakdown of the fast fashion pipeline from retailer to consumer to landfill.

Increasing the re-use of clothing is a big step toward a new normal in the fashion industry. Are you ready to join the sustainable fashion movement?

Do you love to thrift local?

Op for Change @op.for.change

Reseller @resellerstoreau

Sammy & Sid @sammyandsid

Lifeline Manly @lifelinemanly

Red Cross Manly @redcrossmanly

Vinnies Manly @vinniesnsw

Sale Lab @salelabstore

Sustainable Practices for Small Business

Environmental sustainability has become a major focus for small businesses and consumers. While it may seem overwhelming adding energy efficiency to a business owners’ plate, integrating sustainability into your business model is imperative.

But, small business owners are time poor and need practical sustainability solutions that can be incorporated into their businesses easily, with minimal effort and time.

So how can they make the shift?

We’ve looked at 10 ways that small businesses can start to become more sustainable;

Energy Efficiency – Implement energy saving practices such as switching to ELD lighting and turning off equipment when not in use. Consider investing in energy efficient appliances and encourage employees to conserve energy by powering down computers and other electronics when not needed.

Waste Reduction and Recycling – Set up a recycling program within your business and provided clearly labelled bins for paper, plastic & glass and other recyclable materials. Encourage employees to reduce waste by using digital documents instead of printing, promoting reusable containers for lunches and coffees and considering eco-friendly packaging options for products.

Support Local and Sustainable Suppliers – Prioritise working with local suppliers who share your commitment to sustainability. Look for vendors with eco-friendly products, use sustainable materials and practice ethical manufacturing processes.

Water Conservation – Install water saving fixtures such as low-flow toilets, faucets and showerheads. Regularly check for and repair any leaks or water wastage and educate employees about conservation practices.

Transportation and Commuting – Encourage employees to carpool, use public transportation or bike to work. If feasible, consider using electric or hybrid vehicles for business operations.

Sustainable Packaging – Evaluate your packaging materials and explore eco-friendly alternatives. Use recyclable or biodegradable packaging options and minimise excess packaging.

Collaboration and Engagement – Engage employees in sustainability efforts by creating a green team or sustainability committee. Encourage employee input, ideas, and initiatives to promote a culture of sustainability within the business.

Education and Awareness – Provide training and educations resources to staff about sustainability practices. Keep them informed about the company’s sustainability goals and progress. Educate customers and stakeholders about your sustainable practice and the benefits of supporting environmentally responsible businesses.

Engage with your community – Participate in local sustainability initiatives, sponsor environmentally focused events, and collaborate with other businesses to promote sustainability collectively.

Communicate your efforts – Share your sustainability journey with your customers, suppliers and the community. Seek feedback from employees, customers and stakeholders to identify areas for improvement and innovation.

Sustainability is an ongoing process but if every business implemented just a few of these ideas it could make a considerable difference to the environment. By implementing these steps, small businesses can contribute to a more sustainable future whilst also lead to cost savings, improved brand reputation and increased customer loyalty.

Guide to Getting Positive Online Reviews – A Critical Business Tool

Business reviews have a huge influence on people’s purchasing decisions and are one of the most important marketing considerations for Manly and Northern Beaches businesses.

And if you are a customer wanting to support a local business, giving them a positive review on their preferred review platform is one of the most powerful things you can do to help them succeed.

The Data on Reviews

Seventy six per cent of consumers regularly read online reviews when browsing for local businesses, with Google being the most widespread and trusted review platform across all industries, according to 2023 published research from Brightlocal,

While positive reviews can encourage a prospective purchase, even a few negative reviews can be enough to harm a business’s reputation and dissuade potential new customers, particularly among female audiences.

Research in 2022 on the impact of online reviews on consumers’ purchasing decisions used eye-tracking technology as a key measure and found that “consumers’ attention to negative comments was significantly greater than that to positive comments, especially for female consumers.”.

Ways to Get Positive Reviews

While some consumers may leave a review if they have a particularly positive (or negative) experience, the best way to drive positive reviews in your business is to actively ask for them.

This can be done at point of sale, through email automation, on social media, or even in printed communications.

You can also encourage reviews by offering discounts on future purchases, or with a competition.

Proactively asking for reviews can also help identify disgruntled customers and stop a negative review altogether. For example, your request for a review could read:

“We hope you had a wonderful experience when buying “X” product/service. If you are happy with your purchase, we would greatly appreciate a 5-star Google Review here. If for any reason you do not feel our service warrants a 5-star review, please help us resolve it by contacting info@yourwebsite.com.au

How to Handle Negative Reviews

Despite your best efforts, negative reviews may still occur, however you can minimise their impact.

Firstly, promptly, politely and publicly respond to the negative review, no matter how unreasonable it may be. This shows that your business takes customer feedback seriously and is willing to address the issue.

Ensure you present the reviewer with direct communication channels to try and resolve their issue and take correspondence out of the public eye.

Also consider offering a refund or replacement. Even if you feel the negative review is not warranted, this approach may turn a negative experience into a positive one and potentially retain the customer’s loyalty. Also consider what it is worth for that negative review to potentially be removed.

Monitor and Respond to All Reviews and Comments

Businesses should regularly monitor all relevant review sites, social media, and other communication channels, and respond to all reviews and comments.

Most popular review sites:

Google My Business: the most trusted review platform across all industries – 87 per cent of consumers used Google to evaluate local businesses in 2022.
Facebook: carry less weight than Google, however page activity and customer interaction on posts is a relevant and widely used measure.
TripAdvisor: Travel, hospitality and experience-based business reviews.
Product Review: Widely used all-purpose review site.

There are many other industry-specific review sites that may be relevant to your business and industry. Outside of standard review platforms: 35 per cent of consumers use YouTube to find information about local businesses, 32 per cent use Instagram, 20 per cent use TikTok, and 35 per cent of consumers consult their local news, according to the BrightLocal research.

7 Strategies for Running a Successful Gym or Fitness Business

The Australian fitness industry generates around AU$3 billion dollars a year, presenting a huge business opportunity for smart operators.

However, there is also huge competition, with gyms and fitness centres on every corner. So what do successful operators do that sees them stand out from the crowd?

To find out, Pine Property spoke with Alex Jaques, founder and director of Manly’s overnight sensation, ANTHEMCYCLE

Originally from Washington DC, Alex has spent over a decade working in American sports and event production, including with the NHL, MLB and the Olympics.

Upon moving to Australia, Alex could not find an Australian equivalent to a “Rhythm Ride” class in the US, which combines music, energy and community in a 45-minute full-body workout on a stationary bike.

Despite opening only days after the November 2021 COVID lockdown, ANTHEMCYCLE has boomed. Here are nine key factors that Alex says have been integral to her success.

1. Passion and Perspective: A unique or powerful concept like ANTHEMCYCLE might help get peoples’ attention, however, a concept is nothing without the passion to deliver customers a great experience, Alex says.

“Whether it is a pilates studio or a cafe, If you have a product or service that people want, have an interesting perspective, and are truly passionate about it, people will come.”

This requirement for passion extends to all staff and instructors in the business.

“All of our instructors are trained in Rhythm Ride, but the most important thing they have is the energy they present to the customer,” she said, adding that customers will happily forgive mistakes, but will not forgive a lack of warmth, energy and passion.

2. Culture and Community: Creating a welcoming and inclusive environment for all clients – regardless of experience level – is essential to building a loyal fitness following, Alex says.

“It doesn’t matter if it’s your first ride or your thousandth ride, we leave our egos at the door. As long as you do it with a smile on your face then we have done our job.”

For ANTHEMCYCLE, music plays such a big part in this. “Music is very powerful. It can change your mood. It can motivate you. People come in and connect with their type of music, their instructor, and their people, and our classes feel more like they are at a party.

3. Location: Alex credits a lot of ANTHEMCYCLE’s success to her high-visibility retail-front location in the heart of Manly that sees high foot traffic.

“I think a fitness studio should be visible and inviting with pumping music, while retaining the privacy of customers and delivering an element of mystery,” she says.

“You can see out into our studio space but once the door is shut, you have no idea what’s happening in that room, and it makes people curious to come check it out and try a class.”

*Alex Jaques, founder and director of Manly’s overnight sensation, ANTHEMCYCLE*

4. Expanding and Franchising: While Alex does plan to open more ANTHEMCYCLE studios, she cautions against expanding too quickly if your brand is still developing.

“When I do expand it will be in-house first while we solidify the brand, messaging and process of engaging with customers. Once we have well-defined systems from our first few studios, we may then look at franchising opportunities.”

5. Technology & Fitness: Alex says that people love a high-quality digital experience, and that has been core to ANTHEMCYCLE’s offering, with premium sound, studio lighting, and rhythm ride specific stationary bikes.

She also encourages the use of booking technology and automation and uses the MindBody booking application and suite of automation tools.

6. Marketing – Word of Mouth Reigns Supreme: While ANTHEMCYCLE has always invested in targeted advertising on Facebook, Instagram and more recently Google Ads, Alex says the best marketing is still word of mouth from people who love your product, passion and culture.

She adds that a formal referral program will help drive word of mouth, as will a high-visibility street-front location.

7. Don’t Procrastinate: Having started ANTHEMCYCLE in the middle of COVID, Alex says there is never be a perfect time for you to start a passion project

“If you are truly passionate and you believe there is a market for your product or service, just go for it. Create a plan, take action and dive in”!