Place Estate Agents - Comprehensive Analysis Report

Summary

Place Estate Agents, founded in 2002, is a prominent residential real estate agency in Brisbane, Australia. The company's core mission revolves around helping individuals find their ideal living spaces, from luxury waterfront properties to one-bedroom apartments, while upholding values of innovation, quality, respect, excellence, and community. Place Estate Agents is deeply embedded in the Brisbane market and its surrounding regions, asserting itself as a local expert. It plays a significant role in the local real estate industry by offering comprehensive services, fostering leadership, and integrating advanced technology to enhance client experiences and operational efficiency. The company aims to responsibly scale its operations by empowering real estate agents and business owners with industry-leading support systems.

1. Strategic Focus & Objectives

Core Objectives

Place Estate Agents is driven by several core business objectives, including:
Comprehensive Service Delivery: To provide end-to-end residential real estate services covering buying, selling, leasing, and rental management. This includes offering specialized in-house advertising, project management, and development services.
Leadership Cultivation: To identify, develop, and foster exceptional leaders within the real estate industry, promoting a culture of growth and continuous learning.
Authentic Agent Partnerships: To establish and maintain genuine partnerships with real estate agents and business owners, empowering them with robust services and systems.
Operational Streamlining: To implement refined business models that simplify operations for agents, allowing them to focus on revenue generation, client relationships, and team expansion rather than administrative burdens.
Strategic Expansion: To execute a deliberate and measured expansion plan, increasing its market presence across the greater Brisbane region.

Specialization Areas

The company's key areas of expertise and unique value propositions include:
Residential Real Estate Specialization: Deep expertise in the residential property market across Brisbane and its surrounding regions.
Integrated Services: Offering a holistic approach with in-house capabilities for advertising, project management, and property development.
Agent Support Platform: Providing a centralized "Place HQ" platform that offers extensive support in recruitment, HR, marketing, training, finance, legal, and technology to agents.
Technological Integration: Leveraging partnerships with PropTech innovators like Propic for AI-powered client interaction and predictive market intelligence.
Local Market Dominance: A strong focus and long-standing presence in the Brisbane marketplace, establishing itself as a local expert.

Target Markets

Place Estate Agents primarily targets the following market segments:
Residential Buyers and Sellers: Individuals and families seeking to purchase or sell homes, ranging from high-value properties to entry-level apartments.
Property Owners and Investors: Clients requiring professional property leasing and rental management services.
Property Developers: Companies and individuals engaged in residential property development, utilizing Place Projects for project marketing and sales.
Aspiring and Established Real Estate Professionals: Agents and business owners looking for a supportive and growth-oriented platform to enhance their careers and businesses.
Geographically, their primary focus is the greater Brisbane region, including Brisbane, Ipswich, Logan, and Moreton Bay areas.

2. Financial Overview

Funding History

Specific information regarding funding rounds or publicly disclosed revenue for Place Estate Agents (eplace.com.au) is not readily available. It is important to note that publicly documented funding, such as a "Place" company raising $100 million in Series A funding at a $1 billion valuation in 2021, refers to a distinct US-based real estate technology and business services platform and not to Place Estate Agents in Australia.

3. Product Pipeline

Key Products/Services

Place Estate Agents offers a comprehensive suite of real estate services:
Property Sales: Facilitating the buying and selling of residential properties.
Description: Assisting clients through the entire sales process, from appraisal and marketing to negotiation and settlement.
Development Stage: Fully operational and core to the business.
Target Market/Condition: Homeowners, investors, and prospective buyers in the Brisbane region.
Expected Timeline: Ongoing, day-to-day operations.
Key Features and Benefits: Local market expertise, extensive agent network, innovative marketing strategies including digital and in-house advertising.
Property Management and Leasing: Services for landlords and tenants.
Description: Managing rental properties, tenant sourcing, lease agreements, and maintenance.
Development Stage: Fully operational.
Target Market/Condition: Property investors and landlords seeking professional management, and prospective tenants.
Expected Timeline: Ongoing.
Key Features and Benefits: Experienced property managers, comprehensive tenant screening, efficient rent collection, and property maintenance coordination.
Place Projects: A dedicated division for project marketing and development services.
Description: Specializing in project marketing across residential, waterfront, and mixed-use developments.
Development Stage: Well-established (founded in 2010).
Target Market/Condition: Property developers and large property companies.
Expected Timeline: Ongoing with new project sourcing.
Key Features and Benefits: Extensive experience in project marketing, strategic sales and marketing plan development, and a strong network for new project sourcing.
In-house Advertising and Marketing: Supporting property listings and brand promotion.
Description: Creating and executing advertising campaigns for properties and the Place brand.
Development Stage: Fully integrated operational service.
Target Market/Condition: All clients utilizing sales, leasing, and project services.
Expected Timeline: Ongoing.
Key Features and Benefits: Centralized marketing support, professional branding, and specialized real estate advertising expertise.

4. Technology & Innovation

Technology Stack

Place Estate Agents is committed to leveraging advanced technology to enhance its services and operational efficiency.
Core Platforms and Technologies: The company has partnered with Australian PropTech innovator, Propic, integrating Artificial Intelligence (AI) technology into its operations.
Proprietary Developments: Utilizes Propic's Enliven natural language AI experience.
Description: This AI technology enables Place Estate Agents to respond 24/7 to sales and rental inquiries received through various channels, including its website, email, Facebook Messenger, and real estate portals.
Technical Capabilities: Provides instant, natural language responses to diverse client queries, improving responsiveness and client engagement around the clock.
Scientific Methodologies: Employs Propic Reveal, a vendor lead identification tool.
Description: This tool uses predictive intelligence to identify potential clients and tracks property listings across Australia.
Technical Capabilities: Generates market insights and aids in appraisal generation by identifying properties likely to be listed for sale or rent.
Impact: The integration of AI aims to automate predictable and routine tasks, thereby freeing up agents to concentrate on building stronger client relationships, focusing on complex transactions, and driving revenue growth. This strategic blend of technology allows for efficient scaling and personalized service delivery.

5. Leadership & Management

Executive Team

The leadership team at Place Estate Agents comprises experienced professionals dedicated to mentoring staff and driving strategic growth:
Damian Hackett: CEO of Place Estate Agents.
Professional Background: Instrumental in refining the company's business model since its inception.
Notable Achievements: Leads the strategic expansion plans and oversees the overall vision of the company.
Key Contributions: Drives the company's growth trajectory and ensures the integration of its core values into operational philosophy.
Paul Curtain: Managing Director of Place Estate Agents.
Professional Background: Extensive experience in the real estate sector.
Key Contributions: Oversees the day-to-day operations and strategic implementation across the agency.
Cathie Crampton: Director of Property Management, Head Office.
Professional Background: Specializes in property management, bringing expertise to the rental market segment.
Key Contributions: Leads the property management division, ensuring high standards of service and operational efficiency for landlords and tenants.
David Sparksman: Head of Innovation, Head Office.
Professional Background: Focuses on technological advancements and optimizing operational processes.
Key Contributions: Drives the adoption of new technologies, such as the AI partnership with Propic, to enhance service delivery and agent productivity.
Bruce Goddard: Co-founder of Place Projects.
Professional Background: Over 35 years of experience in project marketing across Queensland.
Notable Achievements: Led sales and marketing teams for significant residential, waterfront, and mixed-use projects.
Key Contributions: Provides deep experience and strategic direction for the company’s development projects division.
Syd Walker: Co-founder of Place Projects and Founding Partner.
Professional Background: 20 years of project marketing experience, particularly from the Sunshine Coast region.
Notable Achievements: Founding partner with Bruce Goddard and Damian Hackett in 2010 for Place Projects.
Key Contributions: Instrumental in sourcing new projects and developing effective selling and marketing strategies for large property companies.

Recent Leadership Changes

No specific recent significant leadership changes for Place Estate Agents (eplace.com.au) were identified in the provided information. It is important to distinguish that recent leadership appointments, such as Nikki Miller as Vice President of Growth for "PLACE" (place.com), pertain to a separate US-based entity and not to Place Estate Agents in Australia.

6. Talent and Growth Indicators

Hiring Trends and Workforce

Place Estate Agents fosters a positive and dynamic culture, emphasizing inspiration, support, and appreciation for its employees.
Company Size and Workforce: The company employs over 400 people across multiple offices throughout Brisbane. Roles span Sales Agents, Sales Administration, Property Management, and corporate positions within the Place HQ team.
Current Hiring Patterns: The company is actively recruiting across various experience levels for roles such as Sales Associates and Sales Agents across Greater Brisbane. Additionally, Front Office/Admin Assistant and Customer Service and Administration Assistant positions are actively being filled.
Recruitment Strategy: Place Estate Agents views the recruitment and development of new agents as a critical component for business longevity and future expansion, providing ongoing training and support. They aim to partner with high-performing agents and existing business owners who wish to leverage Place's services.
Growth Trajectory Indicators: The company’s strategic roadmap includes the opening of two new offices annually for the next eight years, reflecting a steady expansion strategy. A specific internal growth target is to add approximately 2 new agents per month. This consistent recruitment and expansion signal a strong commitment to growth across the Brisbane and wider South East Queensland market.
Employee Sentiment and Culture Insights: The company promotes a "learn-it-all" culture, investing in leadership training for its agents and emphasizing continuous learning and development. The centralized Place HQ team of over 60 experts supports this culture by providing comprehensive operational assistance.

7. Social Media Presence and Engagement

Digital Footprint

Place Estate Agents maintains an active and strategic presence across various digital platforms to enhance its brand visibility, engage with the community, and promote its services and culture.
Social Media Activity: Active presence on LinkedIn, Instagram, Facebook, and YouTube.
Brand Messaging and Positioning: Messaging consistently focuses on community engagement and positioning Place Estate Agents as local experts in the Brisbane real estate market. They showcase their properties and highlight their company culture and career opportunities.
Community Engagement Strategies: Platforms are used to share real estate insights, interact with followers, and participate in local conversations.
Thought Leadership Initiatives: The company's YouTube channel features content related to industry insights, reflecting their commitment to thought leadership.
Notable Campaigns or Content: Regular posts showcase properties, agent profiles, community involvement, and market updates, reinforcing their local expertise and vibrant company culture.

8. Recognition and Awards

Industry Recognition

Place Estate Agents has garnered significant recognition and awards within the Australian real estate industry for its innovation, service excellence, and team achievements.
realestate.com.au Awards for Excellence (2022): Finalist in the "Game Changer of the Year" category for disrupting the status quo and delivering commercial benefits. Their "Place Auction Patrol" was specifically acknowledged as an innovation.
REIQ Awards for Excellence (2023): Recognized as finalists across five categories, demonstrating broad industry excellence.
Individual Agent Recognition: Jacky Chu and Michael Kafantaris were finalists for "Rising Star Salesperson." Shannon Harvey was a finalist for "Residential Salesperson of the Year." Owen Chen was a finalist for "Residential Salesperson SEQ Settled Commissions."
Agency Recognition: Place Sunnybank was a finalist for "Medium Residential Agency of the Year." Place One Group was a finalist for "Large Residential Agency of the Year." Place Sunnybank also won the "Medium Residential Agency of the Year" in the preceding year (2022).
Josh Phegan’s Changed Agent of the Year (2025): Julia Doyle of Place Camp Hill was named the 2025 Changed Agent of the Year, acknowledging her career transformation through resilience, execution, and personal growth. These awards highlight the company's commitment to excellence at both the organizational and individual agent levels.

9. Competitive Analysis

Major Competitors

Place Estate Agents operates within the dynamic and highly competitive Brisbane residential real estate market. While specific competitor names were not extensively listed in the provided information, the broader real estate industry includes numerous agencies vying for market share. General competitors in the real estate and construction sector might include diversified agencies.

Place Estate Agents distinguishes itself through:
*Long-standing