Professionals Real Estate is preparing to unveil a total transformation of its multi-national business and brand, signalling a bold new position for Australia’s first agency membership network.
Chairman of the Professionals Board, Ben Stevens, said the process has been a ‘complete reset’ for the 190-strong international member network operating across Australia, New Zealand, Fiji and Papua New Guinea.
“Professionals has been a core part of Australia’s real estate market for close to 50 years and during that time we have shaped industry standards and helped hundreds of thousands of families into a home,” Mr Stevens said.
“We invented the agency membership model in 1976 and now we’re reinventing it with the integration of cutting-edge design, forward-thinking digital partnerships and the creation of a dedicated creative agency helmed by some of the industry’s best.
“Our ‘why’ remains the same, but the ‘how’ has changed – how we train and support agencies, how we leverage innovation to deliver cut-through in competitive markets, how we set and maintain standards, and deliver even more benefits and support to our members.”
Professionals Chief Executive Officer Sean Hanneberry, who stepped into the role in February to lead the transformation, said the multi-million-dollar change signalled a bold, new direction.
“Professionals is a solid, confident and trusted brand that continues to evolve with the market and for its members,” Mr Hanneberry said.
“The transformation process, at its heart, has been about going back to our core which is a top tier marketing agency dedicated solely to our members.”
Mr Hanneberry said this week’s unveiling of the new Professionals brand was one element of a complete overhaul of the group’s operating framework.
“It’s more than brand; it’s about the way we do business. How we set standards, maintain them, and build pride by building on our both history and our future,” he said.
The group has invested significantly in new technology platforms and partnerships to support its member agencies.
“We have invested in new people and platforms, including Canva, Salesforce and Properti, and reinvented our events program and how we connect,” Mr Hanneberry said.
“We’ve also made a significant investment in data intelligence, digital integration, design and training partnerships that will support agencies from the ground up. We’re not just here to compete in the market, we’re here to define it.”
The bespoke partnership with Canva Enterprise was launched to members earlier this month, followed by the rollout of new digital assets.
“We’ve worked closely with Canva Enterprise to develop brand tools that connect directly with the local printers our agencies have relied on for decades, supporting local businesses and jobs,” he said.
The physical transformation of the network is also underway, with all agency shopfronts set to receive a bold new look.
“The shopfront of every Professionals agency in the network will also undergo a bold new look to reflect the elevated brand and approach. This is an enormous undertaking, which is on track to be completed by the end of the year,” Mr Hanneberry said.
