The Real Estate Institute of Western Australia (REIWA) - Comprehensive Analysis Report

Summary

The Real Estate Institute of Western Australia (REIWA), established in 1918, stands as the premier industry body for real estate professionals in Western Australia. As a not-for-profit organization, REIWA encompasses over 1,350 member agencies, representing more than 90% of the sector, and caters to over 9,700 individual members. Its core mission is to simplify the selling, leasing, and buying of property for all Western Australians, driven by a vision to be a leader in the real estate profession, upholding values of respect and integrity, and committed to continuous improvement. REIWA's significance is multifaceted: it serves as a powerful advocate for a stable property market, a registered training organization, and a pioneering PropTech entity, operating WA's leading property listings site, reiwa.com. Proceeds are reinvested to serve its members and the broader community.

1. Strategic Focus & Objectives

Core Objectives

REIWA's strategic focus is to support and empower real estate professionals and the public, providing data, insights, and analysis for informed property decisions.
Advocacy for a Stable Property Market: Championing policies that foster stability across residential, commercial, industrial, and agricultural real estate sectors.
Professional Development and Training: Offering comprehensive training and educational resources to ensure a highly skilled and ethical real estate workforce.
Comprehensive Property Listings Platform: Operating reiwa.com as the leading and most trusted property listings site in Western Australia.
Leveraging Advanced Digital Platforms and AI: Enhancing member engagement, recovering market share, and delivering personalized member experiences through technological innovation.
Addressing Industry Issues: Concentrating on solutions for housing supply, affordability, and navigating regulatory changes, particularly upcoming anti-money laundering reforms.

Specialization Areas

REIWA specializes in the Western Australian real estate market.
Local Market Expertise: Providing deep, localized expertise on Perth and broader WA real estate trends, including precise sales data, average house prices, and detailed suburb profiles.
Unique Value Proposition: As an industry-owned, not-for-profit entity, it reinvests earnings into services that benefit both its members and the Western Australian community.
PropTech Pioneer: Leading innovation in property technology, particularly with its reiwa.com platform.

Target Markets

REIWA's primary target markets include:
Real Estate Professionals in WA: Serving its over 9,700 individual members and 1,350+ member agencies as the peak industry body.
Western Australian Public: Individuals involved in buying, selling, leasing, or renovating properties in WA, providing them with essential tools, data, and insights.
Policy Makers and Government: Influencing legislative and regulatory frameworks to foster a healthy property market.

2. Financial Overview

REIWA operates as a not-for-profit organization, meaning its financial model is centered on reinvesting all earnings back into the Institute. This funding approach is designed to enhance the services provided to its agent members and the broader Western Australian community. No venture capital funding rounds or publicly traded revenue figures exist for REIWA, as it is not a publicly listed company in the traditional sense. Its sustained operations are supported by membership fees, training programs, and services offered through its platforms.

3. Product Pipeline

Key Products/Services

reiwa.com - Western Australia's Leading Property Listings Site
Product Description: A comprehensive online portal providing extensive listings for properties for sale and rent across Western Australia. It serves as a trusted local knowledge source.
Development Stage: Fully operational and continuously updated with new features and data.
Target Market/Condition: Property buyers, sellers, renters, investors, and real estate professionals in Western Australia.
Expected Timeline: Ongoing updates and enhancements are implemented regularly to maintain its competitive edge and user experience.
Key Features and Benefits:
Powerful property search tools.
Access to free CoreLogic property reports for estimated valuations on any WA address.
Real estate news, advice, market insights, and detailed suburb information.
A significant competitive advantage through its deep local focus and industry ownership.

4. Technology & Innovation

Technology Stack

REIWA has established itself as a PropTech pioneer, leveraging advanced digital platforms and innovations.
Core Platforms: reiwa.com is the foundational technology, serving as the leading property listings and information portal in Western Australia.
Proprietary Developments: A strong focus on data aggregation and analysis specific to the WA market, providing unique insights and reports.
Scientific Methodologies: Active exploration and integration of Artificial Intelligence (AI) and automation across operations.
Technical Capabilities:
AI-driven Strategies: Employing AI to amplify operational impact, boost member retention, and regain market share.
Personalized Member Experiences: Utilizing data and AI to tailor services and interactions for individual members.
Innovative Training Programs: Developing AI-powered solutions for generating new course content based on existing REIWA intelligence and streamlining assessment processes through automated marking.
Unified Member Data: Establishing systems for streamlined operations and improved member service through consolidated data.
Thought Leadership in AI: Hosting events like "INNOVATE" to educate real estate professionals on utilizing AI platforms in their businesses.

5. Leadership & Management

Executive Team

REIWA is guided by a Chief Executive Officer and a Corporate Executive team, with strategic oversight from a 10-member REIWA Council.

Suzanne Brown - President
Professional Background: Over 35 years of experience as a real estate agent and business owner. Served as an REIWA council member since 2015 and as deputy president from 2022 to 2024.
Notable Achievements: Elected President on October 11, 2024.
Blaine Slater - Chief Executive Officer (CEO)
Professional Background: Appointed CEO on September 11, 2025, starting November 17, 2025. Prior to REIWA, he was Chief Operating Officer at TSA Group for 20 years, contributing to its growth into a major customer experience and digital transformation provider with over 4,500 employees internationally.
Key Contributions: Experience in leading large, complex international organizations and driving innovation through new technologies.
Rob Mandanici - Deputy President
Professional Background: Appointed to this role during the REIWA council meeting on October 11, 2024.
Peta McKenzie - Chair of the Finance and Risk Management Committee, Regional Spokesperson
Professional Background: Named the new chair for the finance and risk management committee on October 11, 2024. Also serves as a Regional Spokesperson.
Chris Tana - Council Nominee for the Finance and Risk Management Committee
Professional Background: Elected as a new council nominee for the finance and risk management committee on October 11, 2024.
Joe White - Regional Spokesperson, former President
Professional Background: Served as President until October 11, 2024. Remains on the REIWA council as a councillor and continues as a regional spokesperson.

Recent Leadership Changes

REIWA has undergone significant leadership transitions in late 2024 and late 2025:
President: Suzanne Brown was elected as the new President on October 11, 2024, succeeding Joe White.
Chief Executive Officer: Blaine Slater was appointed as the new CEO on September 11, 2025, and officially commenced his role on November 17, 2025, taking over from Kalien Selby who served as Acting CEO.
Deputy President: Rob Mandanici was appointed to this position on October 11, 2024.
Finance and Risk Management Committee: Peta McKenzie was named the new Chair, and Chris Tana was elected as a new council nominee to the committee, both on October 11, 2024. These changes reflect an evolution in the leadership structure, aiming to guide REIWA's strategic direction and initiatives.

6. Talent and Growth Indicators

REIWA's position as the peak industry body in Western Australia is underscored by its extensive membership, comprising over 9,700 individual members and more than 1,350 member agencies. This substantial base indicates a robust and growing professional community that relies on REIWA for support and leadership.
Workforce Support: In 2024, REIWA's member engagement team handled over 19,685 enquiries, demonstrating a significant demand for member services and support, and indicating a highly active engagement within its community.
Hiring Trends: While specific public information on detailed current internal hiring trends or employee sentiment (e.g., from Glassdoor) is not readily available for REIWA as a collective institute, its strategic focus signals growth in technological and educational roles. The emphasis on AI and automation suggests a demand for skills in these areas, both within the organization and for its members.
Growth Trajectory: The organization's commitment to professional development, advanced digital platforms, and innovative training through AI highlights a forward-looking growth trajectory focused on upskilling the industry and enhancing member value. This proactive stance positions REIWA for continued relevance and leadership in the evolving real estate landscape.

7. Social Media Presence and Engagement

Digital Footprint

REIWA maintains an active and strategic presence across major social media platforms, leveraging them to disseminate information, foster community engagement, and establish thought leadership.
LinkedIn: Primarily used for professional networking, sharing industry news, and updates on strategic initiatives. The platform highlights leadership perspectives, such as CEO Blaine Slater's excitement about collaborative efforts with the Council, team, and members.
YouTube: Features educational content, including webinars on topics like leveraging AI and automation in real estate. This demonstrates REIWA's commitment to thought leadership and providing valuable resources to its members and the wider community.
Facebook and Instagram: These platforms are generally used for broader community engagement, sharing property listings, market updates, and lifestyle content pertinent to Western Australian real estate.

Brand Messaging and Positioning

REIWA's core messaging centers on being the trusted source for local knowledge, empowering informed property decisions, and providing robust support for real estate professionals through advocacy, training, and innovative digital platforms.

Community Engagement Strategies

REIWA uses its platforms to share insights into regional housing markets, investor activity, and the practical implementation of AI to streamline operations and enhance member value. Strategic collaborations, such as the Community REInvest program with The Salvation Army, are also highlighted to showcase corporate social responsibility.

8. Recognition and Awards

Industry Recognition

REIWA leads in recognizing excellence within the Western Australian real estate sector through its annual "Awards for Excellence." These awards are prestigious, celebrating best practices across various facets of the industry, including residential and commercial sales, property management, strata management, agency leadership, marketing, innovation, community service, and workplace well-being. Winners are also often eligible for the REIA National Awards, further solidifying their standing.

Notable Achievements and Milestones

Recent recipients of REIWA's "Awards for Excellence" include:
2025 Kevin Sullivan Memorial Award: Michelle Rigg of Rentwest.
2025 Hall of Fame Award: Trevor Dunkley from Property Wizards, inducted for winning Buyer's Agent of the Year three consecutive years (2022, 2023, and 2024).
2024 Kevin Sullivan Memorial Award: Hayden Groves of Dethridge Groves Real Estate.
2024 Innovation Award: Living Rooms.
2024 Community Service Award: Realestate 88.

These recognitions not only honor individual and agency achievements but also underscore REIWA's dedication to promoting high standards, ethical conduct, and innovation across the real estate industry in Western Australia.

9. Competitive Analysis

As the peak industry body, REIWA's competitive landscape includes other professional associations and property portals. While it holds a unique position within Western Australia as a not-for-profit, industry-owned entity, certain organizations operate in related or overlapping sectors.

Major Competitors

Australian Property Institute (API):
Company Overview: A professional body for property professionals across Australia.
Focus Areas: Valuation, property management, and advisory services.
Technological Capabilities: Offers professional development and resources, not primarily a listings portal.
Notable Achievements: Sets professional standards and offers accreditation for various property specializations nationally.
Competitive Positioning: A national body focusing on professional standards and valuation, complementing rather than directly competing with REIWA's primary listing and WA-specific advocacy role.

Property Council of Australia:
Company Overview: A national advocacy group representing the Australian property industry.
* Focus Areas: Advocating for policy