Real estate marketing has never been noisier, but Matthew Podesta believes much of it misses the mark. The Mont Property managing director says too many agencies rely on scattergun campaigns and personality-driven social media, leaving sellers confused and buyers disengaged.
His message to the industry: strip marketing back to what actually works.
In Perth’s southern riverfront corridor, where leafy streets meet architectural homes, Mont Property has built a reputation for understated sophistication.
Matthew, recently recognised as Western Australia’s #2 Top Unassisted Salesperson by Value Sold at the 2025 REIWA Awards, credits much of this success to thoughtful marketing: not about sheer volume, but about making deliberate, consistent choices that resonate.
“I’ve always seen myself as a forward thinker,” he says. “We’re not interested in comparing ourselves to big brands. Our focus has been on carving out our own geography and capitalising on the network my team and I have built.”
That network begins with a database – but not the kind agents casually mention. Mont Property segments its contacts, tracks conversations and keeps detailed records so that future follow-ups feel personal.
“More often than not, when we pick up the phone, we know what’s been discussed and where that client is at,” Matthew explains. “It’s an authentic collaboration, not a cold call. And we treat the data with respect; don’t harass people, add value, be accurate, be considerate.”
Social media has also become a cornerstone of the brand, but the agency treats it as a modern-day property page rather than a stage.
“A lot of agents make themselves the star,” Matthew says.
“Consumers want to see the property and the process, not the agent’s ego. Flash-in-the-pan content isn’t sustainable. We’d rather post nothing than filler.”
The result is a steady, tasteful feed that serves both active buyers and future sellers quietly observing the market.
“Buyers become your future sellers,” he adds. “So the brand you present online matters.
Even the humble signboard, often overlooked in a digital age, is handled with intention.
Mont Property’s boards are sleek, minimalist and instantly recognisable, with a three-dimensional edge developed to stand out without shouting.
“Signboards are more powerful than people think,” Matthew says. “We’ve always been known for stylish, understated signs. They act as graceful labels that showcase a property and reflect the brand. We don’t clutter them with QR codes or gimmicks; the aesthetic matters.”
Behind the visuals lies a deeper discipline: keeping the brand cohesive as the business grows.
He warns that some agencies lose this when they expand too quickly.
“When brands run siloed agents with no cohesion, consumers end up getting multiple emails about the same property,” he says.
“Uniformity is lost when agencies get greedy with bums on seats rather than focusing on delivery.”
Investing time in alignment, hiring for attitude and values, setting non-negotiables about how the brand is represented and being patient with growth is of utmost importance.
“Get the right people on the bus and the wrong people off,” he says simply. “Team alignment shows up in your marketing.”
Matthew also believes that the client experience itself is marketing. Communication, he says, can be as powerful as a glossy brochure or social campaign.
“Healthy, concise, collaborative communication is everything. Technology and AI are great, but consistent, authentic human interaction will define the future. When people deal with Mont, we want them to feel that communication is ten out of ten.”
For Matthew, marketing in real estate is a study in restraint and reliability. It’s about creating trust in a discerning market, and understanding that every phone call, social post and signboard either strengthens or weakens that trust.
He says that when marketing is intentional rather than performative, it can quietly command attention in even the most competitive, high-end spaces.
