
What Agents Don’t Want Buyers to See: The Truth About Campaign Histories
The Elephant In The Room Property Podcast | Inside Australian Real EstateShow Notes
In this episode, we pull back the curtain on one of the least transparent parts of Australia’s property market: sales campaign behaviour. From hidden campaign histories to shifting price guides and agent tactics designed to manufacture buyer momentum, most buyers are making six- and seven-figure decisions without the information they actually need. Today’s conversation digs into that gap — and the consequences of it. We’re joined by Henry Pedersen, co-founder and CEO of Homer, a proptech tool built to expose the data buyers never get to see. Henry walks us through what really happens behind the scenes of a sales campaign: failed auctions, withdrawn listings, guide price movements, and the patterns in agent strategy that can completely alter a buyer’s perception of value. We talk about why big data alone isn’t enough, how algorithms misread hyper-specific property nuances, and why more information doesn’t automatically mean better decisions. We also dive into the thornier realities: the structural incentives pushing agents toward underquoting, why buyers keep falling into the same traps, how state regulators are tightening their approach, and what transparency could actually look like if buyers had access to honest, unfiltered campaign histories. Henry also shares how buyer behaviour — from switching suburbs to chasing “hot” listings — is often influenced by information that’s incomplete or deliberately curated. Whether you're navigating the market for the first time, returning after a break, or advising clients professionally, this episode gives you tools to understand the battlefield. We help you recognise the signals buried inside campaign data, avoid being blindsided by agent strategy, and get clearer about where your expectations sit in the real market — not the one portrayed online. This is a must-listen for anyone tired of feeling outplayed. Episode Highlights 00:00 — Introduction to the Hidden World of Property Market 01:28 — Meet Henry Pedersen: Co-founder and CEO of Homer 02:05 — The Birth of Homer: A Personal Journey 02:50 — How Homer Provides Transparency in Property Data 04:11 — Challenges and Insights in Property Data 05:13 — The Role of Historical Data in Property Decisions 06:39 — Navigating the Property Market with Homer's Tools 12:23 — User Experience and Adoption of Homer 14:06 — Future Developments and Features of Homer 20:07 — Queensland's Unique Real Estate Law 22:03 — Challenges of Property Valuation 23:27 — Agent Behavior and Market Strategies 25:04 — Leveraging Data for Better Decisions 33:44 — AI in Real Estate 35:38 — Property Dumbo Stories 38:14 — Conclusion and Final Thoughts About the Guest Henry Pedersen is the Co-Founder and CEO of Homer, a fast-growing proptech platform built to give Australian buyers real visibility into sales campaigns — including the data traditionally kept out of sight. With a background in data, growth strategy, and scaling marketplace businesses globally, Henry brings an outside-the-industry lens to one of real estate’s most persistent problems: information asymmetry. Prior to joining Homer, Henry worked in international markets building large-scale automotive data platforms, helping bring structure and transparency to vehicle marketplaces across Australia and the UK. His personal experience navigating Sydney’s overheated 2021 market led him to confront the frustrations buyers face: shifting price guides, opaque campaign histories, and the sheer workload required to track property activity manually. At Homer, Henry focuses on surfacing patterns in agent behaviour, guide-to-sale accuracy, campaign timelines, and other hidden indicators that shape buyer outcomes. His mission is simple: equip everyday Australians with the information professionals use — without the guesswork. Henry is part of a growing wave of innovators pushing for a more transparent, data-driven property market. Connect with Henry Henry’s LinkedIn Homer AU’s Website Homer AU’s LinkedIn Homer AU’s Instagram
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Do you really need 10 properties to build wealth? Or has the property industry convinced investors that bigger portfolios automatically mean better outcomes? In this episode, Jordan de Jong, founder of Gameplans, joins Veronica and Chris to unpack the realities of property portfolio planning, borrowing capacity and the growing grey area between property strategy and financial advice. We explore why buying more properties can actually work against investors, how outdated strategies can send people down the wrong path, and why the quality of the asset may matter far more than the number of properties you own. Jordan also reveals what his data shows about portfolio sizes, why investors shouldn’t feel behind, and how much property you may actually need to achieve your goals. The conversation also tackles the uncomfortable issues facing the buyer’s agency industry: advisers operating outside their expertise, the use of modelling tools, SMSFs and trusts, commercial property, and whether large-scale buying can actually push prices higher in concentrated markets. If you’re building a property portfolio, working with a buyers agent, or questioning whether more property is really the answer, this episode challenges some of the industry’s most persistent assumptions. Episode Highlights 01:21 – Meet Jordan de Jong: The Story Behind Gameplans 04:09 – The Borrowing Capacity Trap Investors Miss 06:26 – Why Quality Matters More Than Property Count 09:06 – What Gameplans Actually Helps Investors Do 10:22 – Why Property Modelling Can Create False Confidence 23:21 – Can Buyers Agents Push Property Prices Higher? 27:36 – Why Property Alone Isn’t the Whole Financial Plan 29:12 – Why Investors Need a Team Around Their Property Strategy 30:38 – Why Financial Advisers Often Avoid Property 34:53 – The Risks of Pivoting Into Commercial Property 37:11 – What Investor Activity Is Really Doing Post-Budget 40:08 – The Property Portfolio Size Reality Check 46:00 – Overleveraging: When More Properties Become a Problem 49:05 – Jordan’s Own Property Investing Mistake 50:48 – Wrap Up + Listener Questions About the Guest Jordan de Jong is the founder of Gameplans, a portfolio planning software platform used by property professionals across Australia and New Zealand. His involvement in property investing began early, buying his first home at 18 and later building his own investment portfolio. After becoming a qualified property investment adviser, Jordan founded Gameplans during the 2020 lockdowns after becoming frustrated by the lack of practical, long-term planning available to property investors. The platform allows professionals and investors to model property portfolios, cash flow, borrowing capacity and long-term financial outcomes. In this episode, Jordan draws on his experience working with hundreds of property professionals to examine how investors approach portfolio building, where modelling can create false confidence, and the challenges of keeping property advice within appropriate boundaries. He also shares Gameplans' data on portfolio sizes and explains why he believes investors should focus less on the number of properties they own and more on whether their assets actually help them achieve their goals. Connect with Jordan LinkedIn | Jordan de Jong Instagram | Jordan de Jong Linktree | Jordan de Jong
For years, Steve Palise told people not to buy the home they live in. Then he bought a $6 million home on Sydney’s Northern Beaches himself. So what changed? In this episode, Steve joins Veronica and Chris to explain the shift from a purely financial decision to one shaped by family, lifestyle, security and the freedom that comes with success. The conversation then turns to the growing rush into commercial property. With investor interest surging, Steve explains why commercial property is fundamentally more complicated than residential, from lease reviews and tenant risk to vacancy studies, planning, land content and local market dynamics. We unpack why a high yield doesn't necessarily mean a good investment, why scarcity and owner-occupier demand matter, and how different commercial assets can perform very differently depending on their location, use and tenant base. Episode Highlights 03:12 — Steve Palise Changed His Mind About Buying a Home 07:42 — The Opportunity Cost of Owning Your Home 12:43 — Why Investors Are Rushing Into Commercial Property 17:24 — Too Many Buyers, Not Enough Commercial Property 22:35 — The Commercial Property Mistakes Investors Miss 27:41 — Why Land and Scarcity Matter in Commercial Property 32:38 — What’s the Best Price Point for Commercial Property? 34:06 — When Commercial Property Risk Really Comes From 37:47 — The Vacancy Lessons Steve Learned the Hard Way 42:38 — The Commercial Buyers Agent Boom Has a Catch 49:28 — Should You Buy a Home Before Building a Portfolio? About the Guest Steve Palise is a commercial buyers agent and property investor who has spent almost two decades investing in property, beginning with a residential portfolio before shifting into commercial property. He spent six years working as a buyers agent with Rethink Investing before establishing his own business. Steve now leads a commercial property acquisition team with six acquisition staff across the capital cities, alongside a due diligence team that includes an experienced commercial property manager and three qualified commercial valuers. His approach focuses heavily on tenant quality, vacancy rates, location, land component and the long-term fundamentals of commercial assets. Having experienced the transition from residential investing to commercial property firsthand — and more recently changing his own view on home ownership — Steve brings a practical perspective on both the financial and personal decisions behind property investment. Connect with Steve Steve Palise - Palise property | LinkedIn LinkedIn | Palise Property
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The latest PIPA Annual Investor Survey reveals a significant shift in investor sentiment, with more investors considering selling amid changing tax settings, rising holding costs, interest rates and concerns about property values. Chris Bates and buyer’s agent Cate Bakos unpack what the survey reveals about investor behaviour and why grandfathering existing tax arrangements may not be enough to keep investors in the market. They explore what happens when established rental properties are sold to owner-occupiers, and why replacing that stock with new investment properties isn’t as straightforward as policymakers might assume. The conversation also examines rentvesting, the growing appeal of higher-yielding property, the risks of investors pivoting into commercial property without sufficient expertise, and whether build-to-rent can realistically address the gaps in Australia’s rental supply. With investor behaviour changing and rental demand remaining strong, Chris and Cate question whether housing policy is accounting for the full consequences of pushing private investors out of the market. Episode Highlights 01:28 – PIPA Survey: The Investor Shift Nobody Can Ignore 04:20 – Why Investors Are Selling Despite Being Grandfathered 08:38 – Why Investors Aren’t Switching to New Builds 13:00 – Why Long-Term Investors Are Reconsidering Property 18:53 – Where Investors Are Selling and Why 20:52 – Who Pays When Investors Leave the Market? 22:32 – Why Qualified Property Advice Matters More Than Ever 27:09 – Are Property Falls as Bad as the Headlines Suggest? 30:58 – The Borrowing Capacity Squeeze on Investors 35:12 – Why Build-to-Rent Won’t Solve the Rental Shortage 38:07 – Chasing Yield: The Risk of Pivoting to Commercial 42:19 – PIPA’s Push for Better Investor Advice and Standards 44:41 – Outro: Submit Your Questions About the Guest Cate Bakos is a former President of the Real Estate Buyers Agents Association of Australia (REBAA) and is closely involved with the Property Investment Professionals of Australia (PIPA), where she advocates for investor education, consumer awareness and qualified property investment advice. She is also the Owner and Buyer’s Agent at Cate Bakos Property, bringing extensive experience working directly with property buyers and investors across the Australian market. Her frontline perspective gives her a practical understanding of how investors respond to changing market conditions, tax settings and property values. In this episode, Cate draws on that experience to unpack the latest PIPA Investor Survey, including why investors are selling, what happens to established rental stock when they exit, and why some investors are looking towards higher-yielding residential and commercial property. She also discusses the importance of qualified advice as investors navigate an increasingly complex property environment. Connect with Cate Website | Cate Bakos Property Phone - 03 7000 6026 Mobile - 0422 638 362 Email - [email protected] Socials: LinkedIn | Catherine Bakos Instagram | Cate Bakos Facebook | Cate Bakos