Buyer insights and smart marketing fuel regional agent wins

Despite outperforming the national median in value growth, increasing by almost 15 per cent in 2025, combined regional dwelling values remained nearly $165,000 below the national median in December, making it an attractive investment opportunity.

As buyers continue to pursue higher returns and more affordable properties outside of capital cities, they have turned to regional centres such as Port Macquarie, Coffs Harbour, and Forster-Tuncurry.

In Port Macquarie, Lifestyle agent David Plews said he has seen a change in the market, with a mix of investors and owner-occupiers, and younger working buyers now joining the scene alongside retirees.

“Our internal statistics show that over 50 per cent of our buyers are coming from outside Port Macquarie, with the bulk of them from Sydney, plus a reasonable percentage from Melbourne too,” Plews said.

Similarly, Lifestyle Coffs Harbour Agent Sam Hinton said she had seen an increase in interstate investors entering the area, accounting for around 30 per cent of buyers.

“With prices in Brisbane and the Gold Coast continuing to rise, buyers are recognising the relative value, long-term growth potential and natural beauty offered on the Coffs Coast,” Hinton said.

“While traditional interstate investors are a little more cautious, interstate buyers – particularly from Queensland – are still very active.”

While interstate investors have favoured regional NSW suburbs, Lifestyle Forster-Tuncurry Agent Darren Rice said most investors in the region originated from Sydney and Newcastle, driven by strengthened transportation links.

“This flexibility makes travel to Sydney for short periods both practical and efficient, further strengthening the region’s desirability,” Rice said.

Leveraging listings

According to the three agents, understanding where buyers come from, their portfolio strategy and the type of dwelling they are interested in was essential to tailor their communication and marketing campaigns.

To capitalise on investors' interest and expand their reach, Rice said agents needed to focus on strategy over exposure.

“Simply being listed on the portals isn’t enough, you need to understand how they work in order to maximise reach,” he said.

“Understanding buyer behaviour, how listings are positioned, and how to optimise a campaign through strong presentation, helps tailor an agent’s approach accordingly.”

He said agents should consider using data to track enquiry sources and identify where demand is coming from.

Similarly, Hinton said agents should understand the buyer demographic for their listing and the most effective ways to reach them.

She added that while some platforms performed strongly among a particular demographic, they fell short on reach for others, and that designing a tailored campaign to reach the target buyer was the best approach.

“Strong digital marketing is essential, particularly social media and video content for properties that appeal beyond the local market,” she said.

“It’s not about being everywhere – it’s about being relevant and truly understanding what you’re selling.”

“Identifying the key buyer motivations from the outset allows agents to craft more compelling campaigns, capture the right attention sooner and ultimately, connect with the right buyers.”

Presentation and visibility are crucial

Whether regional agents sell to their local community or to interstate investors, perception remains key, with those who dedicate time and effort to cultivating a strong persona and establishing themselves as leaders in the market seeing more organic leads come their way.

To engage the diverse range of buyers in their regional market, Hinton said that agents should establish themselves as an “area specialist”.

“Positioning yourself as a trusted local expert with strong community involvement and authentic local knowledge builds confidence and trust,” she said.

“Buyers are not just purchasing a property; they are buying into a lifestyle, and agents who can clearly articulate that will stand out.”

Similarly, when buyers made purchases outside their regular areas, Plews said they weren’t looking to work with just any real estate agent, but someone with ties to the community.

“They want to deal with a local who genuinely knows the area and has a real connection to it,” he said.

Rice said agents needed to draw on their local knowledge when approached by non-local investors.

“Most buyers have already chosen their destination before contacting an agent, so effective marketing is critical to ensure both the property and the area are in front of the right audience,” he said.

Plews said that handling multiple buyer enquiries and being easily reachable was critical to success, and that agents should ensure they have a strong team in place to assist.

“No enquiry can be allowed to slip through the cracks,” he said.

“Trying to do this alone makes the process far more difficult – and far more stressful.”

Why regional centres hold the key

According to Plews, affordability isn’t the only reason buyers are turning their attention to the regions.

“Lifestyle remains a major drawcard, with buyers looking to leave the city for a slower pace and a better quality of life for their families,” he said.

“This has brought significant investment from capital cities into the local market.”

Hinton said that while investors in Coffs Harbour had been chasing both strong returns and lifestyle appeal.

“The Coffs Coast remains one of NSW’s strongest regional markets, with steady growth in both houses and units over the past year,” she said.

“Coming off the back of a slower 2024 market, the past year has seen renewed buyer and seller activity, in particular in the last six months.”

She said much of the renewed interest in the regions had been sparked by economic factors, such as lower interest rates and government stimulus through the First Home Buyer Scheme.

“With increased demand, some open homes have been seeing inspection numbers not seen since the COVID-19 real estate frenzy.”

Rice said buyers who had moved in pursuit of a slower pace were very selective in their purchases, often targeting properties near venues and amenities.

“This group is actively searching for properties with ocean views or within walking distance to the beach.”

“Proximity to pubs, clubs and cafes is also a major drawcard, as buyers in this demographic are prioritising convenience, lifestyle, and walkability over pure affordability,” he concluded.