EOTYA 2024 Finalist: Lloyd Edge

Once a teacher, always a teacher – or so the saying goes. It’s a forecast that has certainly proved to be the case for Lloyd Edge. Originally a music teacher with a performance degree from the Sydney Conservatorium of Music, he may have left the classroom long behind him, but he still places great emphasis on education in his work as Managing Director of buyer’s agent firm Aus Property Professionals.

"My leadership philosophy is deeply rooted in education, which stems from my background as a teacher," he tells The CEO Magazine. "I see education as the cornerstone of success. Rather than directing people, I believe in collaborating, advising and educating, allowing my team members to grow organically."

Preferring to nurture those under his wing rather than merely issue demands, Edge has worked to create an environment where his team feel supported and empowered to reach their full potential.

"This approach has led to a highly motivated and capable team that is well-equipped to navigate the complexities of the real estate market," he says.

Perhaps this commitment to continuous learning is why, when Edge received the words of advice, ‘listen more than you speak’, they resonated with him so strongly.

"It aligns with my belief in the power of education and collaboration," he reflects. "Effective leadership is about understanding the needs and perspectives of others – whether it’s your team, your clients or your partners.

"By actively listening, I can gain valuable insights, build stronger relationships and make more informed decisions. It also fosters a culture of openness and trust, where team members feel heard and empowered to share their ideas and concerns."

An inspired mission

In this manner, and by also educating consumers in turn, Edge hopes to play his part in steering the real estate industry toward greater transparency, accessibility and informed decision-making.

"I envision a future where property investment is demystified and more accessible to everyone, regardless of their financial background," he reveals.

"Our company aims to play a pivotal role in this transformation by becoming more linked nationally with experts in different regions and focusing on educating consumers through media work and new educational initiatives.

"We are committed to elevating an industry that has often been viewed with skepticism to one that is seen as transparent and trustworthy."

Since establishing Aus Property Professionals 10 years ago, Edge has built the company up from humble beginnings as a one-man band to a national company. His first year in business was marked by revenue of just US$190,000 but having delivered exponential growth each year since then, annual revenue now sits at a staggering US$3.69 million.

He believes this success is down to the simple fact that people appreciate what the business does.

"Our work speaks for itself. We genuinely care about our clients’ success in their real estate journey," Edge explains. "We continually evolve and elevate our services to ensure we’re doing our best."

Ensuring the team fully understands their clients’ goals upfront is critical to delivering a positive result, as is creating strategies that keep both parties accountable throughout the journey.

"We are committed to success," Edge stresses. "It’s this unwavering commitment that has helped us grow, and I am proud of never letting this fall by the wayside."

It’s no surprise then that along the way, Aus Property Professionals has built a reputation for delivering results, elevating its standing in the real estate industry. Edge believes this esteemed position is testament to the dedication and integrity of his team, which also stand the company in good stead amid a barrage of challenges.

Edge highlights fluctuating interest rates, economic shifts and evolving consumer behavior as some of the forces at play, particularly in the aftermath of the COVID-19 pandemic. But he insists the company is well prepared to deal with whatever the market throws at it.

"Instead of relying heavily on AI or automated technologies, we draw on our extensive real-life experience to guide our clients successfully through these changes," he says. "Our approach is rooted in deep market knowledge, a keen understanding of clients’ needs and strong personalized service."

Another noticeable shift is the growing demand for education around property investment from the general public, which feeds perfectly into Edge’s own long-held passion for knowledge-sharing that inspired him to become a teacher all those years ago.

"In response, we have focused on sharing our expertise through various channels such as our podcast, regular media appearances on TV and radio, and other educational content, ensuring that our clients and the public are well-informed and confident in their property decisions," he explains.

At the forefront

Indeed, Edge has established himself as something of a thought leader in the real estate industry, thanks to his dedication to sharing his knowledge. As such, his insights are regularly featured in some of the most well-read real estate publications and he makes a frequent guest appearances on property investment podcasts and discussion panels.

On top of all that, Edge has also penned a number of books, among them Positively Geared, published in 2020, and 2022’s Buy Now, which both offer straightforward, practical advice on how to enter the property market and launch and grow your own portfolio.

It’s this expertise and market recognition that helps inspire those that work for Edge at Aus Property Professionals.

The company culture is another major drawing card, according to Edge.

"Our company culture is grounded in trust, flexibility and putting clients first," he insists. "We hire people who are naturally aligned with these values and then give them the flexibility to work around their lifestyle, knowing they will always prioritize our clients’ needs."

Trust is key in maintaining this positive environment, with Edge committed to maintaining transparency of communication.

"Regular updates about the company’s direction, new services and market insights are shared both internally with our team and externally with our clients," he notes.

"This open line of communication ensures that all stakeholders are aligned with our values and business practices."

Team members are encouraged to act as brand ambassadors, amplifying the reach of Aus Property Professionals through both their professional and personal networks.

"This strategy not only amplifies our brand’s reach, but also ensures that the positive sentiment within the company is echoed externally," he adds. "I trust our agents to build their own networks and reflect the brand accurately and positively."

And by prioritizing diversity, equity and inclusion throughout the organization, Edge is not only creating a safe and empowering space for all, but also enhancing the business’ performance. At present, 70 percent of the team is made up of women.

"We actively strive to create a workforce that reflects the diverse society in which we operate," he says. "We offer flexible working conditions such as the option for remote work and adaptable hours, which cater particularly to the needs of parents, caregivers and those who may face commuting challenges."

Edge also makes sure to empower his staff through the offer of flexibility, encouragement and, of course, continuous education. The end result is happy and satisfied clients who are thoroughly equipped with the investment nous required to make informed decisions when it comes to real estate. As he knows only too well, knowledge is power.