Wayne has spent decades in real estate, both as an agent and in national franchise management, and he knows the challenges that agency owners face when it comes to truly understanding their finances.
With Agent Profit Planner, he’s created a tool that helps real estate agencies transform financial insight into actionable growth.
“My career started with running my own real estate offices in my twenties,” he explains, “and that’s where I saw the gap between being a people person and understanding business numbers. You can’t plan for growth without a clear view of your financial outcomes.”
Through years of experience, Wayne saw that many real estate agents were fantastic communicators and salespeople but struggled with the business side.
“Most real estate agents I worked with, especially in smaller businesses, were great at sales but not so great at understanding what drives profit,” he recalls.
“They’d go to their accountant once a year, sign some papers, and move on without really understanding how their business was performing. They’d just get back on the mouse wheel again.”
Seeing this issue repeatedly, Wayne decided to take action. He initially developed a simple tool in Excel, but over time, it evolved. Seven years ago, he turned it into a cloud-based program that has since been refined with continuous user feedback.
Agent Profit Planner isn’t just about tracking numbers; it’s designed to let agencies test changes and project future profits.
“Unlike standard dashboards that only tell you what happened in the past, our program enables agents to test variations, like adding team members or changing fee structures, before making real-world changes. It’s about being proactive.”
Wayne’s solution provides agents with a clear, forward-focused view. “We start by setting up the business as it currently operates, calculating its present profit status,” he explains.
“Then, agents can make copies of this ‘current’ scenario and tweak different factors, like adding salespeople, adjusting fees, or restructuring incentives, to see how each change would affect the bottom line. This way, they can confidently plan for growth without flying blind.”
He’s quick to add that this tool is particularly valuable for small to medium agencies, where financial missteps can have significant repercussions.
“In these agencies, every decision counts. A few wrong moves can make a big dent in profitability.”
Agent Profit Planner is reaching new heights with support from the REACH program, which backs innovative PropTech solutions. The platform is designed to allow agents to work seamlessly alongside their bookkeepers, ensuring it remains accessible for even the busiest principals.
What’s more, it’s user-friendly enough to be set up in as little as two hours.
“It sounds complicated, but once it’s set up, agents can see results quickly, meaningful results.”
“We’ve tried to keep it as simple as possible. It’s not just about the numbers but how those numbers guide decisions. This tool empowers agency owners to look at their business with fresh eyes and make informed, proactive choices.”
In a market where competition is fierce and margins can be thin, Wayne knows how critical it is for agencies to monitor their profit drivers closely. He’s seen firsthand the impact of inefficient spending.
“I can’t tell you how many times an agency owner has said to me, ‘What’s that expense? How long have we been paying for that?’ Often, it’s for a software subscription they haven’t used in years … Just going through their expenses alone can yield some surprising savings before we even get into the program.”
Wayne’s program also highlights areas where agencies often lose money. “One common pitfall I see is that principals don’t realise the impact of excessive remuneration structures for sales staff. They’ll offer high commissions to attract talent without understanding the effect on their own bottom line.”
Beyond the financial side, Wayne believes that strategic hiring decisions are essential for growth. “Principals can be so busy listing and selling that they don’t make time for recruitment or proper planning,” he points out.
“And often, they let underperforming staff stay on far too long. Our tool highlights when an agent or assistant isn’t adding enough value, helping principals make those tough calls.”
Wayne’s ultimate motivation? Supporting small to medium-sized agencies in realising their full potential. “I know how hard these business owners work. There’s a common misconception that agency owners are making a fortune, but many aren’t,” he says.
“They just need to take a breath, sit down for a couple of hours every quarter, and review their numbers. It can make all the difference.”
