NurtureCloud redefines sales leadership and accountability at Ray White’s number one group

At Ray White Upper North Shore and Northern Beaches, Associate Development Manager Ashley van Deyk has seen firsthand how NurtureCloud is transforming the way sales teams grow, collaborate, and lead.

A former sales agent, Ashley was recruited by directors Charles Caravousanos and David Walker to manage the team of approximately 35 associates. The program thus far has recorded an incredible 80 per cent retention rate of associates, a role that usually sees very high turnover.

In her role, Ashley oversees recruitment, onboarding, training, and the progression of associates into agent roles. Traditionally, much of that relied on managers tracking and pushing associates to stay consistent. NurtureCloud has shifted that dynamic.

“It has allowed for not only hyper-transparency, but what it has done is take associates from being accountable to me to being responsible for themselves,” Ashley explained.

“By being able to see their numbers, they know if they are on top of their hours day to date, week to date, and month to date. That has changed the game.”

This real-time visibility has given associates the ability to measure progress against personal and team goals daily. The result? A stronger sense of ownership and pride in their own performance.

One of the most powerful motivators has come from visibility across the entire network. Ray White Upper North Shore and Northern Beaches implemented live leaderboards on TV screens across ten offices, allowing associates to see exactly where they stand in real time.

“It’s become fun, seeing one associate sit in Office A and try to get on top of the leaderboard against someone in Office B,” Ashley said.

“It’s brought our team together across a large geographical area.”

That healthy competition not only boosts activity but also reinforces accountability; no one is left guessing how they’re tracking compared to their peers.

Goal setting has also taken on a new dimension with NurtureCloud. Associates are encouraged to work toward personal benchmarks, such as joining the prestigious NurtureCloud 500 Club by achieving 500 call connects each month.

This recognition program has accelerated growth, with associates “staying back, digging deeper, and wanting to play catch up so that at the end of the quarter they have had enough connects to join the club,” Ashley said.

The direct link between activities, results, and recognition is creating a clear path to success.

For leaders, NurtureCloud has become an indispensable tool for coaching. Weekly reports highlight database health, overdue calls, and lost listings, giving managers a blueprint for where support is needed most.

One coaching breakthrough came when reviewing call durations. Associates initially made short, transactional calls.

“By reviewing interactions, it was clear they weren’t educated enough on how to provide value,” Ashley said.

“With targeted coaching, call times lengthened, conversations improved, and associates built stronger relationships with potential vendors.”

The ability to turn raw data into actionable teaching moments has made performance discussions far more objective and impactful.

NurtureCloud doesn’t just highlight individual accountability; it fosters collaboration. By streamlining orphan data and equipping associates with property reports, Ray White Upper North Shore and Northern Beaches has returned more than 300 appraisals to its agents; opportunities that would otherwise have been lost.

Regular competitions, quarterly challenges, and shared standards further reinforce a culture where effort and consistency are valued just as much as results.

“Appraisals do have an element of luck and timing,” Ashley said. “But dials and effort you can’t fake.”

For Ashley, the real power of NurtureCloud is how it reshapes leadership. Associates are no longer just following instructions, they’re managing databases, setting personal goals, and communicating insights back to their agents.

“It finally gives some control back to the associate and the agent,” she said.

“Our associates can now say with confidence, ‘here’s what’s in our database, here’s who we’re talking to, and here’s where the next opportunities are.’ This flow of communication and collaboration means everybody is a leader of something.”

By embedding transparency, accountability, and personal responsibility into everyday practice, NurtureCloud is helping Ray White teams not only track success but accelerate it, proving that when everyone owns their numbers, everyone wins.