In 2016 when myself and my business partner started to roll out our social media marketing system to real estate agents across Brisbane, we received a resounding “hell no”. A refusal largely to discuss or even engage in this crazy idea.

Alex Jordan of McGrath was the first agent to show interest, he was skeptical but could see the potential to use an immature Facebook to position himself apart from his competition.

We spoke several times a week on the phone and frankly had quite a few differences of opinion. Alex was and is a world-class human being with world-class marketing instincts, I was the ideas guy but he was very clear on aesthetics and standards. Our meetings would often revolve around discussions of targeting an area of Indooroopilly called Long Pocket.

Alex rightly knew that this area would grow in desireability due to the 4 schools in the area: St Peters Lutheran, Ironside, St Brigidines and Indooroopilly State High.

But in 2016 Jason Adcock and a few other agents also saw the potential and were fishing in the same pond.

So we began our campaign to help position Alex apart and to justify the 3% commission rate that most other agents could not justify. At the time he was running at around $40m in annual sales. 4 years later when Covid hit, he was doing over $100m and that went towards $200m during Covid. Our disagreements got the better of our relationship but Alex will always be on a pedestal for me, as a high-class agent and family man, who has now rolled his success into partnerships in 5 McGrath agencies with Tony O Doherty.

My son and his children both attend St Peters Lutheran, who we were also privileged to help grow their Open Day attendance, through a 12 month marketing campaign.

Alex very kindly introduced me to his friend Michael Tassis[links to Michael’s story], who we helped to build the start of a flourishing restaurant empire. Michael introduced me to his friend, Constantinos who we helped increase the turnover of his Credit Repair Agency by 1000% in less than a year.

Keryn Osgerby had sold 10 properties over the previous year when we started working with her in 2017, within 3 years she was handling 60 per year and has done so for the next 5 years since. We only stopped working with Keryn in 2025.

We positioned Adrian Bo across the Eastern suburbs of Sydney to re-launch his career after a long break via 3 different brands, to build a $100m+ per annum sales flow. Likewise James Sutton on the Northern Beaches and Charles Touma(became Ray White’s fastest growing office while we worked with him) in Surry Hills and Redfern.

There have been many other success stories but of course in each of these cases we helped a great agent that had huge scope.

I tell this story simply because our latest offer is a distilled version of the learnings of those campaigns, VERY SUCCESSFUL CAMPAIGNS, yet i routinely hear “i’ll discuss your offer with my marketing team”

Real estate office marketing teams deliver world-class graphic design but strategy and positioning are simply woeful.

It’s a classic groupthink situation, every marketing department in every real estate office in Greater Brisbane delivers the exact same service to the business. The idea that this enables strong positioning is ludicrous.

The Groupthink has taken over the industry and yet the oppoortunities within the current market have never been stronger for an agent to dominate and command multiple 7 figure GCI.

The Local Expert series is a distilled version of many learnings designed to break the Groupthink, priced at below 1 annual commission.