realestatebusiness logo

Breaking news and updates daily. Subscribe to our Newsletter!

Home of the REB Top 100 Agents
Breaking news and updates daily. Subscribe to our newsletter

Website Notifications

Get notifications in real-time for staying up to date with content that matters to you.

Why Whitehouse Real Estate went boutique

By Grace Ormsby
09 November 2020 | 1 minute read
Why Whitehouse Real Estate went boutique

It’s been a two-year journey for one Sydney-based family business to break away from the franchise model: Here’s why they did it.

REB recently reported on the launch of Whitehouse Real Estate in Sydney’s Northern Beaches, previously known as LJ Hooker Balgowlah. 

In conversation with REB, director Angus White revealed that while the 20-year span with LJ Hooker “was a really good adventure and journey”, it was time for the father-son team of Tony and Angus White to branch out on their own.


“LJ Hooker, for a long time on the Northern Beaches, was a really strong brand — a force to be reckoned with,” Mr White considered.

“I’ve had a long history with my family in real estate — I’m third or fourth generation now — to be honest, because we’ve been in this area for so long, we didn’t need it anymore [the franchise association].”

Restriction also played a role in the separation, with Mr White highlighting that while they did get along well with surrounding offices, “you get to a point where you’ve got so much repeat and referral business and network connection among the community that you can branch out and go on your own”.

Calling the two-year journey to where the business is now “a handover of sorts”, Mr White has outlined just how much of a family affair real estate is for the boutique agency: “My parents have been in it for over 30, 40 years and my brother, my mum, my dad, we’ve all been in it together for a long time.

“But my brother’s out, my mum’s out, and now its just my dad and I, and hes only doing two or three days a week now, so its me taking the business forward and taking the next chapter on.”

Now, he said, “we can really customise”.

“Were not restricted on templates and areas,” the director highlighted.

“Ive got the opportunity now to really cement this brand and business in this local area and then Ive got the opportunity to reach other markets and other suburbs and Im not restricted on that.”

Overall, it took approximately two years for Mr White’s team to enact the change.

Mr White admitted to REB that at the onset of COVID-19, they even considered delaying the launch.

“But when COVID looked like it was going to go on forever, [and] we werent sure of the end result, we launched. We hit the go button and went for it,” he said.

It saw plenty of background changes take place, from employing an agency to assist with the rebrand to sorting marketing and the website.

“With regard to the look, its really a more coastal, community, family [feel] — it fits the area quite well!” he commented.

It was “all those sorts of things which took the time”, Mr White stated, acknowledging that the workload had been “tremendous”.

“Ive got a great team and theyve all dug deep,” he added.

In saying all that, it’s a rebrand that appears to be paying off so far, with the director highlighting that “the feedback weve had from the community, family, friends, has been phenomenal”.

“Just people saying ‘good on you, youre backing yourself, you guys will go really well’,” he commented.

He noted that for the first few months of Whitehouse Real Estate’s existence, the focus will be on cementing the new brand in the area.

“Weve been up and running for so long and people are choosing me and the team because theyre just recognised faces now among the community,” he said.

“One thing we really pride ourselves on at Whitehouse is just being genuine, good people — down to earth and part of the local community.”

Apart from continuing the local success, Mr White said “who knows what the future holds”.

It didn’t stop him from alluding to the potential for “another office or two along the Northern Beaches for sure”.

Why Whitehouse Real Estate went boutique
Angus White reb
lawyersweekly logo


Grace Ormsby

Grace Ormsby

Grace is a journalist across Momentum property and investment brands. Grace joined Momentum Media in 2018, bringing with her a Bachelor of Laws and a Bachelor of Communication (Journalism) from the University of Newcastle. She’s passionate about delivering easy to digest information and content relevant to her key audiences and stakeholders.

May 09, 2022

REB Top 50 Women in Real Estate 2022

REB is thrilled to present the Top 50 Women in Real Estate 2022 ranking, which sets t ... LEARN MORE

May 04, 2022

REB Top 100 Agents 2022

Now in its second decade, the REB Top 100 Agents 2022 rankings are the most revered s ... LEARN MORE

May 02, 2022

REB Top 50 Agents NSW 2022

Even a pandemic has not put the brakes on the unstoppable property market in NSW, whi ... LEARN MORE

April 27, 2022

REB Top 50 Agents VIC 2022

The COVID-19 crisis has not deterred the property market in Victoria, which has been ... LEARN MORE

April 25, 2022

REB Top 50 Agents QLD 2022

As the property market continues to roar in Brisbane and Queensland, the REB Top 50 A ... LEARN MORE

Coming up

rankings rankings
Do you have an industry update?

top suburbs

12 month growth
Bawley Point
Walla Walla
Byron Bay
Kiama Heights
South Hobart
Lennox Head
Subscribe to Newsletter

Ensure you never miss an issue of the Real Estate Business Bulletin.
Enter your email to receive the latest real estate advice and tools to help you sell.