ESTABLISHED IN 1976
PROGRESSIVE.
IT’S
HOW WE STARTED.
Professionals was established in 1976 by six independent real estate agents who created a better way to work – together.
The organisation was registered as a not-for-profit marketing group with all fees going back to members through group-led marketing, training and support, without the constraints of a typical franchise.
This meant agents could keep their competitive and local independence as well as benefit from the support of our network and the Professionals brand.
The idea immediately connected, with 45 offices opening in the first five years. Beginning in Queensland, we spread to New Zealand, then expanded across Australia, Fiji and Papua New Guinea with our network now over 225 offices strong.
Professionals is still as innovative today as we were in 1976. And since then we’ve also established a reputation in support, empowerment and working together.
It’s something we’ve strived for over 40 years to build - and our offices and their clients can rely on it every day.
Professionals are still as innovative as we were back in 1976.
We’ve built a long-term track record of consistently good sales.
A MARKET POSITION OF PROSPERITY.
At Professionals, it’s not in our character to be pretentious.
However, we understand good people can always recognise (and are drawn to) success and a better market position.
The innovative way we work clearly benefits both our customers and our agents, with our relatively young network already a household name across Australasia with well over two hundred offices.
We have strength in regional areas as well as a valuable and increasing presence in CBD, metro and premium markets.
By having expertise within their local markets and benefiting from lower costs and the support of an extensive network, our offices have been empowered to generate healthy returns for decades.
This has earned Professionals a reputation of stability. Even through fluctuating markets, we’ve built a long-term track record of consistently good sales across Australasia.
MORE PROS, LESS CONS.
Here’s a simple question:
Why would you pay substantially more fees elsewhere (or constantly dip into your own pocket for marketing), when Professionals will deliver you instant brand awareness, recognition and support?
Our principals enjoy the camaraderie, innovative strategies and technology that a big network brings, yet at Professionals they can also keep the power of their own local independence.
That’s because we know there isn’t always an off-the-shelf solution and the calibre of people we attract can often create a better one.
Our long-term success is the result of this independent thinking and drive, as well as the effective tools and support our principals have on call from our network. Unlike anywhere else, no one joins Professionals and is left on their own.
The result is that our principals thrive; free to implement their own community or property-specific touches, while knowing they’re working shoulder to shoulder with like-minded, intelligent and supportive people.
Working shoulder to shoulder with like-minded, intelligent and supportive people.
We’re ambitious and strive to improve.
KEEPING THINGS PROFESSIONAL.
Our superpower is working together.
We go out of our way to understand and support our clients and everyone in our team, because empathising and collaborating shows respect and that we genuinely care.
It also identifies motivations, solutions and delivers consistently better results. For everyone.
We’re never complacent or take success for granted. We’re ambitious and strive to improve and make a real difference with everything we do.
We always do the right thing, because operating with integrity shows respect and generates trust.
Working shoulder to shoulder with our team and our clients is how we keep things… well, Professional.
VALUES THAT UNDERPIN OUR PROFICIENCY.
Our PRO-values:
WE’RE PRO-CUSTOMER
We exist for our customers. We go out of our way to understand their motivations and goals – and support them in every way possible. By empathising and collaborating, we show them respect and that we genuinely care.
WE’RE PRO-SERVICE
Our focus is on delivering service that makes our customers say ‘wow’. By trying that little bit harder, we can constantly surprise and delight them with better experiences and solutions they will remember.
WE’RE PRO-EXCELLENCE
We strive to be the best at what we do. Our passion and discipline can improve everything we do from systems and strategies down to our local knowledge and human touch. By doing the best for our customers, we do the best for our business.
WE’RE PRO-LEADERSHIP
We don’t follow the industry, we lead it. It’s in our DNA to challenge the status quo. To be on the front foot and constantly innovate. This is why our approach is never average and our customers always enjoy solutions which are ahead of the rest.
WE’RE PRO-TOGETHER
Our superpower is working together. We all have individual talents, but it’s how we support, nurture and empower each other that creates a bigger and more meaningful impact on our success – both for our business and our customers.
WE’RE PROCUSTOMER
WE’RE PROLEADERSHIP
WE’RE PROSERVICE
WE’RE PROTOGETHER
WE’RE PROEXCELLENCE
Our values form the foundations of how we work with our customers.
Market leaders in Real Estate.
PRODUCING THE BEST MARKETING TOOLS.
Our internal team provide one on one support for all offices:
We have built an internal team of Marketing superstars that ensure the Professionals brand stays relevant and seen by consumers through regular national advertising initiatives.
The Marketing team also work closely with all of our offices and provide regular monthly content for window cards, letter box drops, social media headers/posts, GIFs and custom videos.
In addition to maintaining a library of print and digital content, our team produces over 1000 individual and bespoke requests for offices each year.
When an office joins Professionals, they have an in-house marketing team at their disposal. From organising your office signage to providing you with custom sales or property management flyers and brochures, Professionals Marketing has you covered.
PROMOTING BRAND AND BUSINESS.
Before our brand talks, we listen.
We turn feedback from our members on the front-line into brand and tactical messages that are market-relevant, consumer-driven and make a tangible difference.
Our marketing team is constantly evolving the Professionals brand to keep it modern and fresh, while ensuring what we deliver as a group, is always practical on the ground.
Each office is provided with well-designed and easy-to-apply content and collateral via a monthly communication, as well as given access to digital assets for use in social media, print, web and e-marketing.
Through this centralised Digital Asset Manager, offices can customise their local marketing collateral or ask to have items created for them by our dedicated in-house designers.
Naturally, we also support the bigger brand picture with funds set aside for strategic lead generation and national advertising through television, radio and digital campaigns.
The notable difference is, all our communications are based on insights from our members. One more example of the benefits of working together.
Our communications are based on insights from our members.
Delivering a consistent and prominent digital footprint.
A DIGITALLY ENHANCED PROFILE.
One of the strongest competitive advantages in real estate, is virtual.
The moment an office joins the Professionals network, they are given access to digital support for their online platforms.
This covers websites, agent profiles, social media accounts and SEO - enabling them to leverage Professionals’ web presence and authority from day one. Everything is updated and optimised to deliver a consistent and prominent digital footprint, regardless of the market and competitors.
Our social syndication includes automatic lead generation, thought leadership and engagement posts, automatically pushed to social accounts - effortlessly driving up activity.
Professionals provide valuable Social Media health checks which can boost offices’ organic rankings across Google and property portals, saving time and money on competitive digital advertising.
Support like this is only possible through our strategic partnerships with digital industry leaders and allows our principals to focus on their business, while receiving valuable leads and free brand profiling.
IMPROVING OUR PEOPLE.
We’ll only ever be as good as our people.
That’s why at Professionals, we’re deeply committed to running training initiatives across the business which ensure our teams are always as good as they can be.
Principals and staff are kept at the forefront of everything from market trends and legislation right down to basic everyday work practices which contribute to everyone’s wellbeing.
We hold regular events where world-class speakers talk about the very latest in management practices as well as sales and property management.
These talks are then added to a valuable and extensive online library of webinars which cover countless real estate topics and is accessible to all of us.
We believe if we help each other improve, we’ll all be more successful.
By helping each other improve, we’ll all be more successful.
We celebrate our people’s success.
PROUD TO CONNECT AND REWARD.
We don’t only practice support, we celebrate it.
Each year Professionals run over 60 events designed to connect our offices, drive collaboration and increase staff retention and satisfaction.
And it works, with all events enthusiastically attended wherever they’re held across our network.
We celebrate our people’s success through quarterly awards within each state in Australia as well as international awards where we come together with our New Zealand, Fiji and Papua New Guinea offices.
This all culminates at our International Conference each year with world-class speakers, office tours, sponsor trade stands and special promotions.
We’re also dedicated to rewarding and accelerating the success of our high performers.
Professionals PRO-Elite is an annual invite-only gathering to celebrate our outstanding Principals.
While Future Leaders is an event held to identify leading sales agents, property managers and future principals, so they can be nurtured and excel further.
The learnings from each event are then fed back into services to generate even more success for the group.
PROPELLING OURSELVES INTO THE FUTURE.
To increase the value of your people, support them with better technology.
There’s no more competitive industry than real estate - which is why we give our people the edge with the latest in PropTech.
Professionals have partnered with multiple technology organisations to develop and deploy the most effective tools in research, connection services, exchange and marketing.
Each of our offices is equipped to provide market-leading customer experiences and consistently better sales - faster and more efficiently.
These are tech solutions which ease business transactions, increase brand awareness and position offices as leaders in their markets.
We’re always looking for the next PropTech innovation so that our offices, and therefore we, are as empowered as we can be.
To date these are just some of the solutions Professionals offer through our technology partners:
• CRM / CMS / eDM Platforms
• Marketing Automation
• Social Media Advertising
• Market Research
• Listing Photography / Videography
• Office Displays
• Printing
Each of our offices is equipped to provide market-leading customer experiences.
Professionals has raised an extraordinary $4.5 million in donations.
Cleola Anderiesz - CEO, NBCF
WE’RE NOT FOR PROFIT.
Ingrained into the Professionals’ foundations is a culture of giving back.
That’s why in 2024 we celebrate 20 years of partnership with the National Breast Cancer Foundation.
The partnership is respected and supported by all of our offices, which can be seen through their community involvement, especially during Pink Ribbon Month in October where over 20 fundraising events are run around the country.
In May 2022, we celebrated the milestone of $4 million raised in total donations with thanks to the many offices hosting fundraising events, as well as the donation per settlement that all offices contribute.
NBCF CEO, Associate Professor Cleola Anderiesz said “This huge level of support means we can fund world-class research that will help detect tumours earlier, improve treatment outcomes and ultimately –save lives.
The loyalty from this partnership is a testament to both parties and their commitment to reaching zero deaths from breast cancer.”
OUR BRAND IS OUR PROMISE.
People work for our brand, because it works for them.
For every one of our agents (and their customers), the Professionals brand is a symbol of:
Support - where we empathise with each others’ needs and goals, and work shoulder to shoulder to achieve them.
Expertise – where experience, ability and local independence ensures better understanding and decisions.
Recognition – where instant awareness of who we are, self-perpetuates our ability to deliver success for all.
The value of everyone working together means our brand is far greater than the sum of its parts.
The same way each colour in our logo contributes to making the Professionals branda star.
Our brand is far greater than the sum of its parts.
Customer service should be recognised and rewarded.
THE STAMP OF APPROVAL.
Our people don’t set out to win awards, but it’s nice when we do.
Each year, Reader’s Digest go out of their way to find companies that deliver outstanding customer service, because they believe this should be recognised and rewarded in Australia.
We’re honoured to be announced the Gold Winner: Real Estate in their 2020 Winners Showcase - which highlights businesses which have gone above and beyond their customers’ expectations.
Additionally, Professionals were the only Real Estate brand to win five stars across all categories in Canstar Blue’s 2020 Customer Service Award - Real Estate.
It’s a result of how we’ve worked together to help thousands of Australian families find their first home, dream home or home away from home.
PROVIDING FOR OUR PEOPLE.
The better our people are supported, the better our people.
We strive to ensure offices (new and old) feel connected and supported. That’s why the moment an office registers interest in joining our team, we offer access to a specialised national support team.
Professionals Member Services exists to guide you through the decision and process of changing brands; and provide all the answers you need - whether it’s to do with license agreements, signage, systems or suppliers.
They’ll help make the transition as smooth as possible and once you’re up and running, will continue with ongoing support through:
• Connecting offices to enable assistance from other Principals
• Assistance using Professionals centralised CRM
• Providing information on upcoming training and events
Member Services also provides quarterly check-ins, where they’ll pass on feedback on Group events, training and marketing, respond to any questions or need for help and simply ‘touch base’ to see how you’re going.
We offer access to a specialised national support team.
I would encourage any agency to seriously look at joining.
MEET A PROFESSIONAL.
‘My name is Harvey Nhan, Principal of Professionals Noble Park in Victoria.
I would like to express my greatest thanks to the entire head office team at Professionals for making our transition to Professionals seamless and even enjoyable.
After being with another major franchise for many years, switching was a big decision and one we did not take lightly. I love what I do, and I knew that the only group that would be a fit for us would be one that shared a similar passion for excellence in real estate.
To be fair, I did meet with several potential franchises to ensure we had a comprehensive overview of what was on offer. We felt that Professionals was the only like-minded group and now a few months in as Professionals Noble Park, it proved to be a great decision.
After making the decision, it was a matter of weeks where I worked with the Professionals head office team to arrange the switchover. The whole head office team helped greatly with the transition and things went very smoothly in the changeover. The organisation, support and most importantly, personal contact were fantastic during the transition period.
The head office team and all the other Professionals offices have all been very welcoming and helpful. My team at Noble Park Victoria could not be more thankful to the group for the help they have provided, and the advice given.
I would very much encourage any agency considering a change of brand to seriously look at the Professionals Real Estate Group. They are the best.
MEET A PROFESSIONAL.
‘My name is Daniel Pigram, Principal of Professionals City to Surf in Queensland.
Rejoining the Professionals family has been one of the best decisions we’ve made for our business. After rebranding from another major brand, it truly feels like coming home. What sets this group apart is the exceptional camaraderie and the strength of its membership – an experience you won’t find anywhere else.
Under Katherine’s inspiring leadership, the group’s warmth, humility, and strength are palpable. Their focus on branding, marketing, and leveraging resources is impeccable, all while keeping fees competitive and avoiding the unnecessary costs seen in other organisations.
If you have the chance to join Professionals in your area, view it as a privilege, not just an option. After exploring other choices, you’ll quickly see that partnering with this brand is a clear necessity.
It truly feels like coming home.
The support works because it helps your office work.
MEET A PROFESSIONAL.
‘My name is Bassam Barake and I’m the Managing Director / Licensee incharge at Professionals Real Estate Greenacre. Our office has been operating since 1979 and we have had the support of Professionals since changing brands in 2015.
I was first attracted to and joined Professionals Real Estate because they’re a household name. I could see the value in that and wanted to be part of a well-known brand.
The second attraction I didn’t discover until after I joined - their empathy and understanding. What stood out for me was how they went out of their way to understand my needs, where I was headed and what my goals were.
It’s rare in this industry that you get the opportunity to sit down with other Directors, bounce ideas off each other and share our experiences, but that’s what happens at Professionals.
It’s both comforting and empowering –and in a business sense it ultimately means you end up with the best perspectives and options from which to pick and choose for your office. The support works because it helps your office work better.
The name Professionals is respected everywhere and the regard in which it’s held is a great advantage to have. Well I know it definitely is around here in Greenacre.’
MEET A PROFESSIONAL.
‘My name is Tamara Colbert, I’m a licensee and part owner of two Professionals offices and I’m also a member of the board of directors for Western Australia.
I initially joined Professionals as a senior property manager 11 years ago. Since then I’ve been given plenty of opportunities within the group, one of which was becoming a business owner myself.
I think a lot of people believe that it’s salespeople that go into business ownership but I have come solely from a Property Management background. It’s one of the things I’ve noticed that’s really different about Professionals - in addition to sales, they are very property management focussed.
It’s opportunities like these in becoming a business owner that I feel are more available in a bigger brand like Professionals. Unlike a boutique agency, Professionals allows you room to grow and further develop.
When I was first given the opportunity to go into partnership and open my own office, despite the financial and time commitment I most definitely didn’t hesitate, because I’d already had five years’ experience with Professionals and I knew the safety net they can provide for offices.
You have that support and backup when you really need it.
FOR BETTER PROSPECTS, GET IN TOUCH.
To discover more about how you can join, contribute and benefit from the Professionals network, visit: www.professionals.com.au/join-us and give your agency, more agency.
It’s
time to discover more.
