#awinewith Liane Fletcher
MEET Liane
Liane is the Founder of Property Whispers.
Find Liane here:
Transcript
Danielle Lewis (00:08):
Liane Fletcher, thank you so much for being here on Spark tv. It is so fabulous to have you. Thank you.
Liane Fletcher (00:16):
Oh, wonderful to be here. Danielle,
Danielle Lewis (00:19):
I know we have been following each other for a little while, so I'm so excited to share your story with the Spark Community. Look, the way I like to kick off is just asking you what is it that you do? Let's give the people a window into your soul.
Liane Fletcher (00:35):
Absolutely, absolutely. Well, I wear two hats in business. So I have Co-founded, or a few years ago I co-founded a property technology business called Property Whispers, and it was a World's first at the time, which is very, very exciting. And what it is, or what it does very briefly is that for those who are looking to purchase a property, it's those off market properties that a lot of people can't get access to. So what I've done is I've actually put that off market sales approach, if you like, online. So it's a bit like it's a matching dating website. In fact, we were coined by TV Channel seven. I was interviewed on Channel seven news, and that's like the Tinder for property in the off market space.
Danielle Lewis (01:33):
They always find a way to include Tinder for so Link in their marketing. I love it.
Liane Fletcher (01:38):
Exactly, exactly. So that's a matching platform. So buyers join the platform, they put up their specifications, and then agents and sellers put up their properties and then they are connected and it's an opportunity for them to talk about the property and then hopefully a sale occurs. So that's Property Whispers, that's my first hat. And then the second hat that I wear, which is a consulting business, so it's my name Leon Fletcher Consulting. And that came about as a result of what I had been doing in the technology world, in the property technology business, is that I had a lot of other small business owners who were really keen to understand what it is that I do in terms of marketing activities and how I could help them in growing their business and getting them more visible. So that's what I do as well. And I love connecting with people. So I really enjoy the one-on-one Consulting. I really enjoy helping people find their own way in marketing, a little bit overwhelming for small business owners to know where to start. So I really break it down, make it easy for them, get a strategy that they understand and that they can implement. And so I help them on that journey.
Danielle Lewis (03:06):
So you don't sleep having two businesses
Liane Fletcher (03:09):
I know.
Danielle Lewis (03:11):
And well, how did you get there? So I mean, it sounds all very well and good to say, oh, I launched a PropTech business and I have a consulting firm, but obviously that didn't happen on day one. Was there a career beforehand? How did you start these amazing businesses?
Liane Fletcher (03:30):
Thank you. Yes. Well, I'm not going to show my age too much, but I've been spending, my career has always been in marketing and sales and I love learning. So I've always been learning on the job. I actually did a science degree at university, so I was actually hoping that that's where I would sort of continue on. That was my real passion in those days, was really loving the science and the curiosity of things. That was what was driving me. And so I finished my science degree, but for somehow curiosity turned the path into business. And I think it was because when I was a teenager, when I was younger, I worked in my parents' business. It was
Danielle Lewis (04:20):
A, oh, okay, what did they do?
Liane Fletcher (04:21):
It was a small manufacturing business. And so during the holidays I would actually go and work on the reception, help people with customer service roles, sort of the very basic things that you do when you're 15 years old. And then I moved up and I, oh, I worked in the showroom. So I had very early input or very early introduction if you like, two small business. And I understood or could see how customer service came about, how you had to interact with people through sales. I sort of dabbled in what I was calling marketing back then in very early twenties, late teens, twenties. So my interest in business continued. So all that learning came about in my career. So I've worked in small business marketing roles as well as in corporate. So I understand corporate marketing, I understand small business marketing, but I've always come back to small business because I love the challenges and I love the agility that small business can have as opposed to a large corporate.
(05:39):
And then I got married, had kids, and then I'd thought, oh, I'd love to try out real estate. So I thought, I'm going to go and do a real estate course, which I did. I'm a real estate agent for a few years. And it was at that point that I realized there was a problem while I was a real estate agent with people not accessing off market properties. So I just jumped on the startup world. I just went, I've got to do it. I believe there's a problem, there is a problem. A lot of people kept coming up to me asking me to find the solution for their off market properties. I had a solution online. There was nothing like it in the world is what I thought at the time. And I'd done the research and since then, I mean we've won multiple awards for it being sort of this innovation. So I was really excited and I've always, having that startup journey into where I am today has led me to help people on their journey, whether it's helping them be innovative and come up with ideas and also through their sort of marketing strategies. So that's my little career,
Danielle Lewis (06:53):
The journey. I love it and I love that. Yeah, it wasn't, I was 15 and I had this prop tech idea. It's the journey, right? It is the attitude of consistent learning and then one day seeing a problem and having the entrepreneurial spirit to actually solve it, right? Because I'm sure that when you saw that gap in the market, you didn't have all of the tools in your toolkit. You didn't know how to build a tech platform or do this or do that, but you go, no, I know there's a problem here. I know what the solution is and I've got enough sales and marketing now I'll figure the rest out.
Liane Fletcher (07:32):
Yep, absolutely. You're absolutely spot on. I think that's what a lot of small business owners or people who are looking to go into the startup world also struggle with is they go, do I need to know absolutely everything? What is it? Should I do it? Should I not do it? And I think so many people miss out on those opportunities. Or maybe there's a little bit of a personality thing for those who are going into startups, there's risks involved. You need to really assess that risk factor. You've got to spend a lot of time in it, if not full time in building this. But there's so many resources out there and there's so many ways that you can go on that journey and not be alone as well. And a lot of people are doing it and like yourself, you're helping start up founders on that journey. So I think it's really a good thing to do if you feel you've got something, a real problem that you've got a solution for,
Danielle Lewis (08:40):
Totally. Well, it's a great place to start, isn't it? Really evaluating whether people want that problem solved. And if you have enough to understand how to create some type of product to solve it, or at least the of, then it's just a good place to start. I feel like there's enough businesses out there kind of doing nothing. Starting with the problem is always a good idea, but I mean that's like lessons you and I have learned over decades. So I'm sure that you've learned a whole lot of lessons in both reviewing so many different small businesses in the consulting practice, but also going through the journey yourself. What have been some standout moments or key lessons that you've really, I guess learned come across that you would impart wisdom to other people listening in?
Liane Fletcher (09:34):
Yeah, absolutely. There are lessons that I've learned and really happy to share those with you. I think that, as I mentioned earlier, and you've mentioned as well, understanding what the problem is, really focusing on knowing what those customers or your audience have got the issues around and writing it down and turning it upside down and just really being clear that that problem does exist. And doing the research really, really important to do the research and not just speak to family and friends, but go out, talk to those customers, actually talk to people who you don't know and ask them, what do you think about this? And get their feedback. And that does take a lot of time. And then being able to know that what solution you've got really does solve that problem. And again, it's talking to your customers and seeing how they react and having their feedback. So I think that's really important to clear on the problem and make sure that you're solving it with whatever the solution that you have for that audience.
(10:52):
I think also it's important in any business and to stand out in business is to be different now just having another business that you may be selling a product, let's say it's pet food, there's lots of people out there, companies big and small who are selling pet food, but you can find a way that makes you stand out as being different to everybody else in the marketplace and have a fabulous business and there's lots of customers for, so you've really got to find what is your sweet spot, what makes you different? Is it your service? Is it your product? Is it the business model? How are you selling those products or services? So I think being different, and a lot of it can come down to also the founder, the way they present themselves. If you are the face of the business, then that's a difference already. So I think that's a lesson I've learned to really just keep at what is that makes you different. And you can have a great business being visible and in different forms. So having a great website, making sure that your photos out there really, you like the photos that you're putting out there. It always
Danielle Lewis (12:16):
Helps, doesn't it?
Liane Fletcher (12:17):
It does. And knowing what it is you do and share it really succinctly as well. So making sure you can talk about your business. So make sure that it's clear on your website, on your LinkedIn or all your social media, Instagram, Facebook, just making yourself visible as well as being online. It's important to be offline as well. So go to networking events, getting out there, talking to people, speaking to your customers. Don't also hide behind the business and not actually be the front person. I think that's a really important thing as well.
Danielle Lewis (13:03):
I think these days especially, isn't it, I talk to a lot of people who don't want to be that person. They really do want to sit in the background and have the value that the business provides stand out. But it's really interesting when you talk about the fact that you've got to stand out in business. You are right. No one else is us. That is a surefire way to be different and stand out is actually leveraging your personal brand
Liane Fletcher (13:32):
And
Danielle Lewis (13:32):
Putting yourself out there. I love that point.
Liane Fletcher (13:35):
And I think people love to talk to people and they resonate with people. So I think more and more now post Covid, we've all sort of have this need to connect, even if it's virtual online and if you can get out and be in person, it's even a bonus these days. But just that connection, I think it's really important. So I think being an individual, we're all individuals and having that voice, that's what makes you stand out and what your passions are and what you believe in. I think that's really important.
Danielle Lewis (14:19):
You're right. And it's so powerful, I think, and I'm always blown away. I think you're right. People buy from people. We teach that in sales, right? So it is funny that if you are starting a business that you're sort of hesitant to put yourself out there. I guess it's difficult with, and I love your point about loving the photos that you put out, right? I'm such a big look. Vain is the next person. I don't love showing up without makeup on. It doesn't make me feel good. I know everyone's all about it these days, but I just don't feel confident when I do that. So I make sure that if I'm going to be on a Zoom, I pop a little bit of makeup on, so I feel good showing up on camera, but I also invest in personal branding shoots as well. So you're right, you've just got a bank there, a bank of photos and content that you can post that you feel good about. And then you don't have to sit there in the daily. Oh my God, I don't want to post anything and just waste hours and hours spiraling because you've got stuff that you're proud of.
Liane Fletcher (15:19):
Yeah, exactly. And having a bank of photos, don't just go and get one selfie or you out. I think investing in a good photographer, I think it's great. I think that really helps because then, or you'll feel that's a good photo. I didn't take that as a selfie. Someone else did. They're the experts. And you can actually use it in so many different forms on your posts. And then having photography in actually having a bank of photography for all your marketing activities is fantastic. And it helps create all that content. We all have struggle sometimes to what am I going to put out there? What content, what words are I going to say? But photo says a lot. So I think photography is really, really important, particularly being visible. And I think I've got two more lessons.
Danielle Lewis (16:18):
Tell me yes, yes. I literally already have a post-it note full. So please hit me with more. I've
Liane Fletcher (16:23):
Already, I just thought I'd share this with you and your audience. And one of the things that I've learned is never stop reading up on anything that's obviously related to your business, but keep learning, don't just stay. This is all I know. I think improving your skill sets along the way, all the technology and all the tools that we have, I'm not going to say they're easier than you think because there does take time to get used to things, but we live in a world where we can have things at our fingertips and they are so powerful. So I think just learning about what's available systems and what will make your life in business so much easier. I think a lot of small business owners struggle with that because they don't know what tools to use. So just learning about all those things and reading up on those who have had success previously is good. And it just keeps the creativity alive, doesn't it? You're constantly thinking about, well, what's the next thing? And I think that's really important, is just to keep those creative ideas, ideas going.
Danielle Lewis (17:37):
I know I could not agree just before you tell you last night, I just want to agree with you because it's really funny. Obviously I've got all the books in the background here if anyone's watching the video version of this, but that is something weird happens. I always say this, if anyone listens to this podcast, they'll hear me bang on about this all the time. But something bizarre happens when I read and it's like my brain gets the focus time to actually come up with ideas. I can be staring at a blank page for all day and come up with nothing, and then I'll go and I'll go give up, I'll go read a book outside and all of a sudden all of this stuff comes to me. Even if it's not a business book, it's just almost like it does something to your brain. It does. Sometimes it gives you ideas, but also I think it just gives you the space to think.
Liane Fletcher (18:23):
Absolutely. I
Danielle Lewis (18:24):
Think you're so right, that continuous learning,
Liane Fletcher (18:27):
That reading puts you in your own world, takes you out of that sort of business online. Whether you like to read a physical book or audible books, I listen to audible books as well. Amazing. The brain does amazing things. When you're in your own space and you come up with ideas, make sure you write them down. But it is a good thing to keep reading or keep listening. I highly recommend it. And then my last lesson, what I find or have over my journey is being able to test all marketing ideas. So test those activities, but don't get too caught up in, oh my gosh, if it fails, what happens? What do I do next? So always use, if you're having to pay Facebook ads or small bits of money, always give yourself some time. This is a test, so you do it for a little while, analyze the results, and then if it works, great, do it again. And then you can scale slowly and more efficiently. So I always think it's important to try different things in your business to try different marketing activities, see what you like doing. So some people like being on Zoom and talking on podcasts, other people like writing, other people like doing live webinars or Facebook lives and things. So test things but don't feel like you have to stick with it. Always see where your groove is. And then I think that will make you as the business owner sort of happier in showing up.
Danielle Lewis (20:16):
Showing
Liane Fletcher (20:17):
Up. And
Danielle Lewis (20:18):
It's so funny too, I always think that when you think about sales and marketing, there's so many different channels that you could try to think that the first one thing that you do is going to be a success, is very optimistic. So I think you've got to have that testing mindset. You do have to go, alright, there's hundreds of things I could try. And within each one of those different channels or tests, there's all different variations of things that I could do. So I'm going to have to keep a pretty open mind and track it and do more of the stuff that works and the stuff that doesn't work. Don't consider that a failure, that's just a test and move on to the next thing. I love that. That is such good advice too because I feel like sometimes we're so emotionally invested in everything we do because it's our business baby that we do get a bit disheartened when things don't work out.
Liane Fletcher (21:15):
Yeah, exactly. And that is the joy of a startup as well is that's sort of excitement of what's going to work. Obviously what's not going to work is not that exciting, but it's sort of a learning, but you learn from your mistakes or the things that don't work. So I don't feel as it is and get sort quite concerned by it, learn from it, change it, or just tweak and move on and do those activities that are going to sort of drive it forward. So I think there's a lot of testing, iterating and repeat, rinse, repeat the whole thing.
Danielle Lewis (22:00):
Oh my god, it never ends, does it Never
Liane Fletcher (22:01):
Ends, never ends.
Danielle Lewis (22:03):
Think, I mean, I love these lessons so much because I think they're universal. I think any person in business listening today could take any one of those lessons and apply it to their business. My question to you is sometimes as business owners, it's a little bit of a lonely road. We might be sitting down to do our 2023 planning with a blank page in front of us and we're all by ourselves, and yes, we're listening to these lessons and thinking, how can I apply them? Do you have any tips for being self-motivated and being able to self-direct some of these lessons? How have you found, obviously you work with a lot of business owners, so you probably see them struggle a bit. Sometimes you are your own boss in both businesses. How do you think people who might be by themselves can find the motivation and inspiration to apply these different things in their business?
Liane Fletcher (23:01):
Yeah, no, it's a really good question. And I spend a lot of time on my own also delving into the work as we all do. And there's a lot of thinking time. And I always try and every day make sure that I do have a conversation with people. And if it's getting out of your home or office or whatever, actually getting up, getting out and just whether it's going for a walk or it's having a coffee in a coffee shop, you can even take your computer with you if you feel like, I mean, I sometimes go and listen to podcasts in a coffee shop just so I can see people,
Danielle Lewis (23:48):
Yes,
Liane Fletcher (23:49):
Love. So I'll be doing that sort of thing. So I think it's really important to stay connected. So connected with individuals, family or friends or networking groups that you're a part of. I think that's really important to get out there and definitely keep connected. It is during Covid, I think when everyone was alone and there was that concern, I think now we need to just make sure that we're sort of face-to-face or at least talking to people. So that would be one thing I would say. The other thing I would suggest is just get into a routine, try and get into that daily routine because then the brain is knowing that there is a process or there's got a schedule, so what's coming up, what you're looking forward to. So you're actually getting into that next sort of thing on the list.
Danielle Lewis (24:50):
I need to take that advice. That was advice I just needed to hear.
Liane Fletcher (24:54):
I think that's sort of a good process. And I think one, you just need to be kind to yourself. If it means taking a day off, the business is still going to be there. Or if you feel you not working at your capacity for whatever reason, we all have good days and bad days is actually be kind to yourself. Don't try not to stress about these things. It will come and go and just switch off and do something else. I think people try to push through things mentally. Did you feel
Danielle Lewis (25:40):
Guilty?
Liane Fletcher (25:41):
Feel guilty, but you don't get a great result when you're not at your best. That's
Danielle Lewis (25:47):
So true.
(25:49):
And I love where you started as well, where you said about thinking time. I also think that people feel guilty about thinking. I feel like sometimes as business owners we feel like we need to be in the doing to be productive and making progress, but I think that thinking time is actually undervalued. I think giving yourself that space to process and refine your ideas and strategize and think of what's next. I call it my CEO time. It usually happens over a glass of bubbles in the bath, but it's just giving myself space to think. And I literally do it in the bath because A, that's relaxing, but B, because you can't really take your laptop in, so you're forced to be with your own thoughts. I think that's really, really important.
Liane Fletcher (26:40):
Yeah, absolutely. Absolutely. I'll share a little secret with you as well, please. The idea for the property technology platform that I launched actually happened while I was in the shower.
Danielle Lewis (26:54):
I love
Liane Fletcher (26:54):
It. So the whole thinking of, we've got a problem here, how do I solve it? It happened when you're relaxed. When I was relaxed. And I think that's so important to find your, what makes you feel good, and to go into that zone and not feel guilty and actually use that time to think, strategize, plan, and just decompress. And we are so busy doing so much, but I think it's so important absolutely, to go and just have that time to yourself to think or meditate, whatever works for you.
Danielle Lewis (27:37):
And I love what you just said there, find what relaxes you because you're right, it does look different for every person.
Liane Fletcher (27:45):
Absolutely.
Danielle Lewis (27:46):
I know a girl who actually listens to heavy metal music, and that's her form of meditation. And I mean that would drive me nuts, but that's the thing that gets her excited, gets her clear. I was like, that's so cool. Find the thing that works for you. It doesn't have to be what everybody else does.
Liane Fletcher (28:04):
Exactly. I mean, there are times where I will put on loud music so I can dance around that gets that sort of creativity happening, something that makes me feel good. And I love dancing around the house and being positive. And I
Danielle Lewis (28:24):
Think
Liane Fletcher (28:24):
That all is, you got to have that joy in your day to day. So
Danielle Lewis (28:31):
Yeah, it's spot on. Right? It's so funny. I find that a lot of the times people go into business because they want more freedom, they want more flexibility, they want more joy in their life, and it just ends up being stress, stress, stress every day. And I think that the only thing I've learned is that I am responsible for the joy in my life and I am allowed to and can choose joy even when the world is burning around me.
Liane Fletcher (29:02):
Absolutely. I think it's really important. I think that's one big lesson we've all learned coming out of Covid, isn't it? To actually really enjoy life, enjoy the moment, be present with family and friends, and not worry about the work. Come back to it when you're focused. Yes, absolutely.
Danielle Lewis (29:25):
I love it. Well, I mean, interesting. So Covid just sparked this question for me. So not specifically around covid, but obviously starting businesses, not always smooth sailing. Have there been any challenges for you, either business, whatever that has provided a good, maybe it was a bit of an aha moment of okay, didn't see this challenge coming that you might be able to reflect on and share some wisdom with us?
Liane Fletcher (29:54):
Well, the challenges, I probably refer back to some of those activities, which is where my lesson has come out of in terms of marketing activities, things that don't always work. One can spend a bit of money on an activity that it doesn't always think or come out how you expect.
Danielle Lewis (30:18):
It hurts more sometimes when there's money involved, doesn't it? Yes. It's not just our ego, it's also costs money. Like ugh.
Liane Fletcher (30:25):
Yeah. And particularly when you think this is going to be a winner, like great, I can't wait for it to happen. And then it just, I
Danielle Lewis (30:31):
Think that about all of my ideas.
Liane Fletcher (30:35):
Exactly. Exactly. And I think one of the other big challenges I've had is, and working from home is time management and just making sure that I set out what I'm going to do. I can't believe it's almost the end of the year. And there are things that I did want to get done that unfortunately just have dropped off. The perch just haven't got done, but they'll get back on and I always look at it and say, well, it obviously wasn't that important at the time, or it was on the wrong time of the calendar, whatever it may be, or something else happened. But I think the time management challenges when you work alone can be a real really important thing to sort of manage. In fact, I've just come out of a planning session and the beauty of this planning session is if anyone is looking at planning for the year or have done their planning for the year, is to get yourself a calendar from January to December and mapping out absolutely everything from personal dates, event dates, networking dates, your launch dates, what is it that you want to do in the year in terms of product, whether it's new business products and offers.
(31:56):
And what's wonderful about a calendar, it's so simple, is that it's physically in front of you. So I do encourage you to actually print it out.
Danielle Lewis (32:07):
I love that.
Liane Fletcher (32:08):
Yes.
Danielle Lewis (32:09):
Just get, I'm all about the physical notebooks, pens. Yep.
Liane Fletcher (32:14):
Print it out and give yourself a few hours to really sort of map out a really good plan. So to me then the challenge of that is not in your head that you actually put it out on paper.
Danielle Lewis (32:28):
And I love that because part of another challenge that we have in business is that overwhelm of, I dunno what to do next. And you're right, if you have actually taken the time, go right, this is my plan, and now I've mapped it out across 12 months and now it is literally sitting in front of me, you remove that block and make it easier for yourself to take the next step, even on the days where you're feeling a little bit unmotivated or stuck.
Liane Fletcher (32:55):
Yeah, absolutely. And you've got dates in front of you, and those dates may move, but at least you can see it. It's there. If you need to change things, then you can, but it's not all in your head. And I think as small business owners, we keep a lot in our head. I do a lot of thinking. I get ideas. Ideas. It's write it down, get yourself a notebook journal, start journaling, put all your ideas in a notebook and then you can come back to it. Read it when you want to start looking back, did I write that? Did I really think that? Or maybe it was a good idea. And then you'll go into something with it. Yeah.
Danielle Lewis (33:37):
I love it so much, Leon, you are absolutely incredible. Thank you for today and sharing your wisdom with the Spark community. I know that I have filled up pages of my post-Its so you've inspired me and this is the perfect time of year to be talking about lessons and planning. So absolutely incredible. Thank you so much for coming on the podcast.
Liane Fletcher (34:02):
Thank you, Danielle. It's been an absolute pleasure. I.
