Raine and Horne

Max, like his son Angus, advocated for the value of public relations as a marketing channel. He regularly encouraged Raine & Horne principals and agents to reach out to the media with market commentary or an outstanding listing. The real estate doyen even took time from his busy schedule to educate younger journalists and reporters about the nuts and bolts of the real estate asset class. Max kept all the Raine & Horne principals up-to-date with the latest news via his unique monthly media monitoring distribution service. Michael Smith, Principal of Raine & Horne Marrickville since 1983, remembers Max’s standard monthly envelopes stuffed full of media clippings fondly. “Any mentions of Raine & Horne in the newspapers or our office were clipped out and mailed straight to us,” Michael remembers. “In those days, we got all our media in the newspapers, and there was commentary about everything. Once, Max even sent my wife Yvonne a slow-cooked Greek lamb recipe. Above left: 125 years strong: Raine & Horne celebrates another milestone in Wentworth Courier article. Right: From Clocktower to Cutting-Edge: Max explores Raine & Horne’s state-ofthe-art HQ in Kent Sydney in August 2018. Opposite: Max Raine walks alongside Governor General Bill Hayden at the Raine & Horne National Conference in 1993. passed on the baton and formally retired with his wife Sue, to pursue the love of fishing he shared with his father Ned in Terrigal, a location beloved by the family on the NSW Central Coast. In 2016, Max reflected on his career: “I must confess to being rather proud of the Raine name – and we had a very good name in the industry. I’m just very lucky that I inherited something that I adored doing. I adored the product whether it was the management side or the sales side – but particularly the sales side and in later years we got into franchising, and that really interested me.” Max’s insightful real estate observations and predictions were reported widely by the Australian media 42