AUS Property Professionals

Building Wealth with Purpose

Building Growth Around a Strategy-First Philosophy—Helping Clients Look Beyond the Next Property Purchase

For many Australians, buying property begins with a familiar question: what can I afford? At AUS Property Professionals, the conversation starts somewhere else entirely.

Rather than immediately searching for a house, suburb or investment opportunity, the company first asks clients to think about where they want to be in 10, 15 or even 20 years. That might mean generating passive income for retirement, paying off the family home, covering future school fees or simply building enough wealth to create greater freedom and security.

Property then becomes the vehicle for reaching that destination.

It is an approach that has helped AUS Property Professionals grow significantly over approximately 12 to 13 years. What began as a sole-trader operation founded by Lloyd Edge, CEO, has developed into a national business with around 30 team members and offices in Melbourne, Sydney, Brisbane and Adelaide.

Today, the independent buyer’s agency works across three primary areas: investment property, primary residences and property development. Yet Edge believes its defining characteristic is not simply what it buys for clients, but the strategic thinking behind every acquisition.

“For me, it’s all about helping clients build their dreams. I never say it’s just a buyer’s agent because property is a vehicle, but what we’re doing is really helping people achieve their life goals, and we’re just using property as that vehicle to do that,” relays Edge.

From Investor to Entrepreneur

The origins of AUS Property Professionals are closely connected to Edge’s own experience as a property investor.

Before establishing the business, he had spent more than a decade building his personal portfolio. Eventually, the passive income generated through those investments reached a point where he could retire from his previous day job.

As his success attracted attention, including media recognition, people began approaching him for help with their own property decisions. Demand emerged before the formal business infrastructure was even in place.

Edge subsequently gained the necessary licensing and qualifications and turned that informal demand for advice into a professional buyer’s agency.

“I essentially started as a sole trader and grew from there,” Adds Edge.

That growth has been accompanied by Edge’s increasing focus on property education. His books include Positively Geared and Buy Now, while an updated edition of Positively Geared was released for the current market in 2025. His latest project, Set for Life, focuses on helping individuals and families think about long-term and generational wealth.

Education is also embedded directly into the company’s client experience. Rather than simply presenting someone with a property and recommending they buy it, the team explains what it is doing, why a particular decision is being made and, importantly, which types of properties should be avoided.

Strategy Before Property

AUS Property Professionals’ process begins with understanding the individual.

Financial circumstances and borrowing capacity matter, but so do lifestyle ambitions, retirement plans, family priorities and the timeframe in which a client hopes to achieve them. From there, the team reverse-engineers a property strategy.

Growth, cash flow and timing can be modelled across different scenarios, giving clients a clearer picture of what may be required to reach a particular objective.

A client seeking a certain level of passive income within 10 years, for example, may need a different acquisition strategy from someone prepared to work toward the same objective over 15 years.

Only once that direction has been established does the property search begin.

“We look at what their goals are. Then we reverse engineer a strategy around what sort of properties they need to buy to achieve those goals,” Edge relays

The approach also changes the relationship between company and client. Instead of viewing a successful transaction as the end of the process, AUS Property Professionals maintains communication after settlement, revisiting strategies and considering what should happen next.

That long-term approach has translated into significant repeat business. Edge says 83 percent of the company’s clients in the previous year were repeat clients.

For him, that figure reflects a philosophy centred on accountability and continuity rather than individual transactions.

Researching a Nation of Opportunities

Once a strategy has been established, research becomes critical.

With approximately 15,300 suburbs across Australia, selecting where to invest requires considerably more than following the latest property hotspot. AUS Property Professionals’ research team continually evaluates markets using factors such as government investment, population growth, employment growth and vacancy rates.

The objective is not simply to identify markets showing promise today, but to match the characteristics of a location and property with the particular strategy, budget and goals of each client.

Technology is becoming increasingly important to that work.

The business uses an in-house software platform alongside a range of other tools, including strategy software and portfolio tracking capabilities. Its analysis can extend from broad market indicators down to street-level considerations, while data on crime, flood zones, bushfire zones and other risks contributes to acquisition decisions.

Artificial intelligence has also become part of the business, supporting areas including research and marketing while helping the team accelerate parts of the information-gathering process.

The next step is making more of that information accessible to clients themselves.

AUS Property Professionals is exploring development of an app that would provide clients with access to their own property information, including real-time property value data and strategy information. For Edge, the initiative represents both an enhancement to the client experience and another way of maintaining a long-term relationship with investors as their portfolios evolve.

Building the Right Team Around the Client

Property investment rarely happens in isolation, and AUS Property Professionals places considerable importance on the professional network surrounding each client.

Finance brokers, accountants and solicitors can all play important roles, but Edge argues that alignment is essential. Advisers need to understand the broader strategy rather than focusing exclusively on the transaction immediately in front of them.

A client with $2 million of borrowing capacity, for instance, may not necessarily be best served by simply purchasing one $2 million property. Depending on the strategy, that capacity might instead be deployed across multiple properties and locations.

“You don’t want to be aligning yourself with professionals who are only thinking transactional or only thinking just one purchase,” Edge offers.

The company also manages development strategies ranging from duplex projects through to townhouse scenarios. In some cases, clients may collaborate with others to undertake larger developments, further expanding the importance of strong professional relationships.

A Client-First Culture

As AUS Property Professionals has expanded nationally, Edge has remained focused on maintaining its internal culture.

Its approximately 30-person team encompasses marketing, research, administration and buyer’s agents working across the company’s different property services.

Hiring decisions are not necessarily driven by who has accumulated the longest résumé in real estate. Edge often places greater emphasis on whether an individual will complement the existing team, even if that means recruiting someone from another industry and training them.

“It’s always about client first. If you put the clients first, then things like profits will come later, but it’s never about putting money first,” Edge notes.

That culture has received industry recognition. Among the company’s accolades is the Real Estate Institute of New South Wales Buyer’s Agent of the Year award in 2024. Edge has also been a finalist in CEO Magazine awards, an experience he values partly for the opportunity to interact with and learn from business leaders outside real estate.

He views such recognition as reflecting the collective performance of the organisation rather than an individual achievement.

“Those sort of awards, it’s not about me, it’s about the whole team,” Edge explains.

Success with a Wider Purpose

The company’s values extend beyond property.

Edge is involved in philanthropic initiatives both in Australia and internationally, with a portion of client fees supporting charitable work. This includes helping to build a school and support children’s education in Kenya, alongside initiatives assisting young people in Australia.

The work has become a source of pride throughout the company and, according to Edge, is also positively received by clients who appreciate knowing that part of the revenue generated through their business is supporting a broader purpose.

“I believe that with business, you need to keep putting back. So it’s not just about creating profits, but it’s about using those profits to help the greater good,” Edge says.

It is an outlook that reinforces the broader philosophy behind AUS Property Professionals: financial success can be valuable not simply for what it creates on a balance sheet, but for what it enables people and organisations to accomplish.

The Next Chapter

After years of geographic expansion, AUS Property Professionals is preparing for another stage of growth.

Edge is exploring the acquisition of rent rolls as the company looks to incorporate property management into its operations. The plan is to begin in Sydney before potentially extending the model into other Australian cities, creating another source of recurring revenue while broadening the services available to clients.

His ambitions may ultimately extend beyond Australia.

Edge is researching the potential for a buyer’s agency operation in Dubai, where he sees opportunities within a high-value property market in which the buyer’s agency model is less established. While still in the research phase, the possibility represents a significant evolution for a company that began with one investor helping others navigate the Australian market.

Technology, property management and potential international expansion may all shape what comes next. Yet beneath those ambitions remains the same principle that helped build the company in the first place: understand where the client wants to go before deciding which property can help take them there.

After more than a decade of expansion, AUS Property Professionals is therefore still building on an idea that is remarkably straightforward. The property itself is not the final objective.

The life it can help create is.

AT A GLANCE

Who: AUS Property Professionals

What: An independent buyer’s agency specialising in investment properties, primary residences, property strategy and development.

Where: Australia, with offices in Melbourne, Sydney, Brisbane and Adelaide.

Website: www.auspropertyprofessionals.com.au

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