After seven years in the industry, the Northern Beaches-based buyer’s agent at Goldman Bros has carved out a unique niche by focusing on quality over quantity, taking on just three to four clients at a time to ensure exceptional service.
“I’ve realised that people come to me for certain reasons,” Monique Treder said.
“I have gotten comfortable in my skin and with my own skill set. And I use that to the benefit of myself and my clients.”
A family affair
Property has always been in Monique’s blood.
Coming from a family with an “obsession with property,” she grew up surrounded by discussions about boutique hotels, investment properties, and commercial real estate.
After working in periphery companies and spending time in New Zealand working for Wellington Waterfront – the equivalent of Sydney City Council – handling negotiations and contracts, Monique returned to Sydney ready for a change.
“I sat down with my husband and he’s like, ‘Well, what do you love and what are you good at?'” Monique said.
“And I was like, well, I love property and I’m good at the negotiations and I like helping people.”
That conversation led her to complete a three-month stint with a buyer’s agent about seven years ago, in the early days of the industry when there were only four or five buyer’s agencies operating.
Specialising in the Northern Beaches
Based on Sydney’s Northern Beaches, Monique has developed expertise in helping families relocate to the area, as well as supporting downsizers and people navigating property purchases on their own, including divorcees.
“A lot of the clients that I buy for are on the Northern Beaches or a little bit into the Lower North Shore,” she said.
“I work with a lot of families so buying into the area unknown or new to the area I can give them an insight into what each area is like.”
Her local knowledge extends beyond property fundamentals to the lifestyle aspects that matter to families – which suburbs are best for young children, school catchments, and community feel.
“So not only the actual property side of it, but the reality on what it’s like to live in there because I sort of have contacts in all those different areas,” she said.
For downsizers, many of whom haven’t bought or sold in 40 or 50 years, Monique provides crucial guidance through an unfamiliar process.
“Real estate agents, particularly when you’re on your own can be quite intimidating,” she said.
“So they want someone who is their support person.”
A different approach
As a mother of three boys, Monique brings patience and emotional intelligence to her work – qualities that set her apart in the industry.
“I really get emotionally invested in my clients and what is important to them as far as a home,” she said.
“And then I take that importance and then I go in and rather than being the bulldog with the negotiator, I think I’ve tweaked my skills so that I listen really carefully and see opportunities and negotiate for my client in a good way but not in a very aggressive way.”
She describes her negotiation style as “tactful but still very strategic” – an approach that came after years of trying to emulate more aggressive industry figures.
“When I first started in the industry, I was trying to be like people I had worked for. And I found that that really didn’t stick,” Monique said.
“I thought that that was the only way to be in the industry. And I guess with a little bit of age and a bit more experience, I’ve realised that, people come to me for certain reasons.”
There were moments when she considered leaving the industry altogether, but finding her authentic approach changed everything.
Building on reputation
Rather than chasing rapid growth, Monique’s business strategy centres on maintaining an exceptional reputation and generating repeat business and referrals.
“I only take on about three or four clients at a time, which is a little bit different to most buyer’s agents,” she said.
“But I feel like if I take on less clients and do a really good job for them then that sort of brings its own repeat business.”
The approach is working.
She regularly receives calls from clients she worked with years ago, now ready for their next property move, and frequently gets referrals to family and friends.
“I just live off my reputation,” she said.
“I just want to keep that good reputation and be someone that my clients in the past or current clients can contact and say, you know, like this is the next stage of life.”
Even her personal time reinforces her professional standing. As a regular presence on the sidelines of her sons’ sporting events, Monique is frequently approached for market insights and property advice.
“Someone said to me the other day, doesn’t it frustrate you because that’s your personal time? And I was like, no, I mean, I see it as a compliment because people come to me and they know that I have a good understanding of the industry,” she said.
Looking ahead, Monique plans to grow her team slowly while maintaining her focus on quality service.
“I don’t want to take on the world. I just want to do a good job by my clients,” she said.
“If you do a good job people will refer you and yeah hopefully I can buy myself a downsized property in the next five or ten years.”
With the buyer’s agency industry experiencing rapid growth, Monique has joined buyersagents.com.au to help prospective buyers navigate an increasingly crowded market.
“It’s a very low barrier to entry into the industry. And sometimes people, prospective buyers don’t know how to choose a buyer’s agent,” she said.
Buyersagents.com.au celebrates the achievements of professionals like Monique Treder, and helps connect trusted buyer’s agents with more buyers across Australia.