Elite Agent

Luxury, legacy and giving back: Monika Tu on real estate and charity

Selling some of Australiaโ€™s most prestigious homes has made Monika Tu a standout in the world of luxury real estate, but she believes her true legacy lies beyond the property market. For the founder of Black Diamondz, giving back through philanthropy is just as important as closing multimillion-dollar deals. From raising record-breaking sums for childrenโ€™s health to leading her team in the CEO Dare to Cure campaign, Monika sees charity not only as a way to support vital causes but also as a powerful way to build trust, community, and lasting relationships in real estate.

For Monika Tu, prestige property and philanthropy go hand in hand. Known internationally as the founder of Black Diamondz Property Concierge and as one of the stars of Luxe Listings Sydney, she is a leading figure in Australiaโ€™s luxury real estate scene. But behind the multimillion-dollar sales and celebrity clientele, Monika has also built a reputation for giving back.

โ€œThe day I chose to become a real estate agent, I wanted to change the perception of people thinking about us as second-hand car salespeople,โ€ she says.

โ€œI donโ€™t want that. I think it doesnโ€™t matter … even if my industry is sometimes challenging, you can still make an impact, make a difference. Thatโ€™s always been my goal.โ€

That goal has seen her chair fundraising events, auction artworks, and sit on high-profile charity committees, raising millions of dollars for childrenโ€™s health and medical research.

It has also brought national recognition: Monika was awarded the Order of Australia for her services to the community and real estate.

Luxury real estate, trust, and personal brand

Monikaโ€™s career in real estate is every bit as high-profile as her charity work.

She is currently selling Lisa Wilkinson and Peter FitzSimonsโ€™ Cremorne estate, a heritage home with sweeping views, tennis court, pool, and price guide of $23 million.

But for Monika, selling prestige homes is about more than price.

โ€œWe cannot guarantee the price, but we can guarantee the trust,โ€ she says.

โ€œThe communication with the vendor, the authenticity – those things matter most. People believe in you when they can see that everything you say is true.โ€

Her reputation extends beyond Sydneyโ€™s eastern suburbs and prestige enclaves.

โ€œJust this afternoon we had a vendor come in from the Blue Mountains,โ€ she says.

โ€œIt was a deceased estate, not at my usual price point, but the family knew me from my ABC TV story as a migrant. They related to me. That rapport makes everything easier.โ€

Operating in the luxury sector comes with its own pressures – dealing with wealthy and sometimes famous clients, managing public attention, and balancing expectation with authenticity.

โ€œIn the luxury end, thereโ€™s the celebrity factor, of course,โ€ she says.

โ€œBut as a person, thatโ€™s your brand, thatโ€™s your circle. If you keep yourself really humble, itโ€™s not just about the listing. Yes, listings are our bread and butter, but again itโ€™s about building trust. You donโ€™t attract everybody, but you attract the right people.โ€

That philosophy extends to how she sees the industry at large. โ€œEvery corner has a real estate agency,โ€ she says. โ€œSo what do you represent?

“For me, itโ€™s about a personal brand. Itโ€™s about giving back to the community. Community is not just about taking, itโ€™s about giving too. And when you do that, it comes full circle.โ€

Supporting the fight against childhood cancer

This year, Monika is once again taking part in the Childrenโ€™s Cancer Instituteโ€™s CEO Dare to Cure campaign, an annual fundraiser that challenges business leaders to take on extreme dares to inspire donations. The aim is to raise $1.7 million to help end childhood cancer.

โ€œIโ€™ve been an ambassador for Dare to Cure for about six years now,โ€ Monika explains.

โ€œIโ€™ve been involved for a very long time because I do a lot of charity work for childrenโ€™s health. With Dare to Cure, you can see the progress; you can see how many kids weโ€™ve actually helped and how the research is moving forward. Thatโ€™s what Iโ€™m passionate about.โ€

This year her challenge is less about heights or extreme sports, (Monika has had a knee replacement), and more about heat: eating some of the worldโ€™s spiciest chillies.

โ€œI love chilli, but hopefully itโ€™s not too spicy. Iโ€™ll have a bottle of cold milk ready.โ€

True to her team-building ethos, Monika is not taking on the dare alone.

โ€œIn real estate, agents are very busy, and many are contractors, but I think team building is really important,โ€ she says.

โ€œSo this year Iโ€™ve got all my team to participate. Theyโ€™re doing really well. We raise funds from buyers, vendors, families – ten dollars here, a hundred dollars there – and then we all take on the dare together.โ€

Philanthropy on a grand scale

Dare to Cure is only one part of Monikaโ€™s charitable commitments. In 2024, she chaired Sydneyโ€™s Lunar New Year Charity Ball for the Sydney Childrenโ€™s Hospitals Foundation, raising $2.15 million.

She is also on the Gold Dinner committee, which last year raised a world-record $84 million in one evening.

โ€œItโ€™s overwhelming sometimes,โ€ she admits. โ€œBut when you see the results, itโ€™s worth it. And itโ€™s not just me – I get my whole community involved.โ€

She also lends her talents to the arts. At a fundraising auction for the Museum of Contemporary Art, Monika took the gavel herself, raising more than $1.1 million.

โ€œI love it,โ€ she says. โ€œThatโ€™s why I do so much of this work. I really believe in it.โ€

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Catherine Nikas-Boulos

Catherine Nikas-Boulos is the Digital Editor at Elite Agent and has spent the last 20 years covering (and coveting) real estate around the country.