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As the real estate industry adjusts to structural change, experienced agents across Greater Brisbane are reassessing the agency platforms they operate from.
The focus is shifting away from short-term incentives and towards long-term support, leadership stability and brand infrastructure capable of sustaining performance over time.
That shift is increasingly evident at Place Estate Agents, where a growing number of established agents are choosing to align with the brand as the market evolves.
One of those high-performing agents is Ben Hyrapietian, who has joined the brand as Joint Director of the newly named Place North Lakes office.
Ben said his decision was driven by the strength of the Place brand and the depth of support behind it.
“Place is one of the most compelling brands in Brisbane real estate,” Ben said.
“From access to a broader buyer network, particularly at the premium end, to the quality of marketing, systems and operational support, it’s the Place HQ model genuinely enables agents to perform at a higher level.”
He said leadership was equally important in making the move, pointing to the influence of Robbie Lofaro.
“Robbie’s approach to leadership was a major factor for me,” Ben said.
“He’s growth-focused, adaptive and genuinely invested in his people. There’s a strong alignment in values, particularly around building teams properly and supporting people as the business grows.”
Place North Lakes is now home to a sizeable team across sales, leasing, operations and media, reflecting the scale and structure behind the business as it continues to grow under the Place banner.
Ben said the transition to Place has been seamless, with increased recognition and credibility already evident in the market.
Robbie Lofaro, Managing Director of Place Purpose Group, which encompasses eight offices across the Moreton Bay region and Brisbane’s northside, said the movement of experienced agents towards Place reflects a broader industry trend.
“As the industry consolidates, established agents are becoming far more deliberate about where they align,” he said.
“They’re looking for leadership stability, operational depth and a brand that allows them to focus on performance without distraction.”
Place’s continued expansion across Greater Brisbane has been supported by Place HQ, which provides centralised expertise across marketing, training, finance, legal, compliance, technology and operations.
The structure allows local leaders and agents to focus on client delivery and team leadership, while operating within a consistent and well-governed framework.
“When operational support is done properly, agents can stay focused on what matters, clients, teams and performance,” Robbie said.
“That’s where Place adds real value.”
For Ben, operating under the Place banner represents a strategic step forward.
“This move allows me to deliver a stronger service offering while maintaining the way I’ve always worked,” he said.
“It’s about having the right support behind you so you can keep improving outcomes for clients and continue growing sustainably.”
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