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:Different makes industry play

By Grace Ormsby
11 October 2022 | 10 minute read
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The property management proptech is making a foray into the agency sector as it aims to deliver property management as a service.

:Different for Agencies has been touted as taking care of an agency’s property management service delivery, with co-founder Mina Radhakrishnan stating that the group is now “incredibly excited to partner with agencies to power their property management function, freeing them from the day-to-day management of the rent roll, so they can focus on their sales strengths and customer relationships”.

The offering reportedly covers “every aspect of managing a rent roll”, with Ms Radhakrishnan commenting that :Different’s goal, since inception, “has always been to combine technology and property management expertise to deliver an exceptional experience to owners and tenants”.

:Different’s unveiling of a new proposition comes as the property management grapples with a talent shortage, which Warren Tate has said makes the property management industry “ripe for disruption”.

“There’s currently over 3,000 vacant property manager roles in Australia, and shockingly, almost a quarter of property managers already in jobs intend to change their career path in the next 12 months,” he commented.

Calling employee retention a “vicious and costly cycle” for the sector, Mr Tate blames stress and workload for much of the churn, “not to mention the pressure agency principals carry to run a profitable business”.

According to :Different, the new solution is being piloted with agency partners across NSW, Victoria and Queensland.

Coinciding with the launch, :Different has also revealed a number of strategic hires as joining the business.

Michael Gordon is coming on board as the new chief financial officer, while Domain’s former director of commercial operations Andrew Porter will take on the chief operating officer post.

Fellow Domain alumni Brad Mcleod has been named as :Different’s new national sales director.

The company has also appointed a new chair of the board of directors, namely Cass O’Connor.

:Different has touted Ms O’Connor’s time as chair for McGrath and her time spent advising the likes of TRIBE, Carriageworks, Prime Media, and The Sapphire Group, amongst others.

“Cass brings to :Different extensive leadership experience, strategic business growth strategy, and a deep understanding of the Australian property market,” :Different reported.

:Different’s industry play comes after the Commonwealth Bank of Australia threw strategic support behind the business in November last year, following a $25 million Series B fundraising. 


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.

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