While many agencies rely heavily on third-party portals for exposure, Sydney-based BresicWhitney has diversified – and it’s paying off.
With 200,000 monthly visits and over 300 properties sold annually off-market or ‘off-portal’, the agency has remained focused on, and invested in, building a self-sustaining digital ecosystem – anchored by the recently relaunched bw.com.au.
“Every year we sell over 300 homes that never appear on the major property portals,” says Thomas McGlynn, CEO of BresicWhitney.
“People buy and sell exclusively at bw.com.au. That has been, and will remain, a major point of difference for our business.”
This is no pandemic-era pivot. It’s a digital strategy that has been more than a decade in the making.
Designing a Destination, Not Just a Listings Site
Rather than positioning their website as a conventional listings portal, BresicWhitney has developed a platform that blends design, editorial and utility into one destination.
“bw.com.au is the representation of our digital strategy in real time,” Mr McGlynn says.
“It brings together exclusive homes, Sydney stories, and insights that aren’t available anywhere else.”
The philosophy: brand should transcend the transaction.
“Real estate is inherently transactional, yes.
“But we believe brand needs to go beyond that to add value for discerning customers, particularly in a competitive industry like ours.”
Traffic Without the Portals
Despite a portal-dominated market, most of BresicWhitney’s digital traffic is organic.
That success is driven by a content-first approach and an emphasis on direct communication with clients.
“Our content strategy and our direct client communications work together to drive traffic to bw.com.au,” Mr McGlynn explains.
“We’ve also ensured the website uses best practice SEO and provides an intuitive experience.”
That investment is yielding results; in May 2025 alone, the site housed nearly 200,000 visits – a clear sign, Mr McGlynn says, that their strategy is resonating.
Engaging the Passive Audience
BresicWhitney’s site isn’t just for active buyers.
The agency deliberately engages with what it calls “passive clientele” – those who aren’t in market right now but are nonetheless engaged.
It’s an audience the group believe share its values and interests in not only property, but architecture, design, and goings on within local culture and community.
“We see people reading and sharing our content regardless of where they are in their real estate journey.”
That strategy has led to both direct transactions and unexpected business outcomes.
“Our content strategy has generated repeat and referral business from passive audiences,” he notes.
“It’s also created brand partnership opportunities that mightn’t have happened otherwise.”
A Team Built for Creative Excellence
Key to BresicWhitney’s success is a full in-house creative team – an investment many agencies avoid.
“Our in-house team has always been intentional,” Mr McGlynn says.
“We provide photography, retouching, copywriting, design, art direction, communications and more, expertise that benefits our people and our clients.”
The result is brand consistency and creative agility.
“Every home is worthy of the BW creative treatment, regardless of price point or aesthetic,” Mr McGlynn adds.
“Our team is uniquely positioned to bring Sydney homes to life.”
Content is planned quarterly, balancing long-term strategy with nimble execution.
Editorial, Not Just Listings
The content on bw.com.au spans far beyond listings. The agency profiles locals, notable Sydney figures, and emerging and established players in architecture, design and more.
Recent additions to its content strategy include behind-the-scenes looks at recent sales, providing agents with a platform and transforming results into compelling narratives – while sharing market insights.
“We focus on highlighting locals who share our values and interests, and those of our audience,” he explains.
“It allows us to not only bring their story to life through our lens, but in a way that might not have been told before.”
This editorial-first strategy is about brand-building, not just lead generation.
“Brand is an integral part of who we are at BresicWhitney – it shapes how we show up in our communities, our values, and many of the choices we make. We see our content as an extension of who we are and what we stand for.”
Lessons from a market leader
BresicWhitney’s playbook isn’t for the impatient, but it’s rich with lessons:
1. Play the long game: Organic traffic and brand loyalty don’t materialise overnight. BresicWhitney’s strategy has matured over more than a decade.
2. Think beyond listings: Build content that resonates outside the transaction window.
3. Back your creatives: A trusted, in-house team delivers brand consistency and agility.
4. Democratise quality: Apply creative standards and a pursuit of excellence to every listing.
5. Plan with flexibility: Quarterly content cycles help the team stay strategic and responsive.
“bw.com.au is one destination for all things Sydney property,” Mr McGlynn says.
“It’s powerful in its simplicity, and it’s backed by a strategy that will continue moving us forward.”
In a world of increasing expenses and fragmented audiences, BresicWhitney offers a compelling alternative: own your platform, own your future.
