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Belle Property and Hockingstuart launch industry-first brand strategy

Belle Property and Hockingstuart have merged to launch an innovative new agency model whereby both brands will operate independently – and without competition, as part of one major real estate network.

While the Hockingstuart brand will remain across Victoria, in February, the Belle Property brand will also launch into key Victorian regions including Bayside, Stonnington, Booroondara, Glen Eira, Peninsula, Daylesford, Monash, the Surf Coast and Melbourne.

CEO of both brands Peter Hanscomb said the merger between Hockingstuart and Belle Property was a strategic decision from the businesses to break the mould of real estate; offering a unique proposition to the market.

“The merger of Belle Property and Hockingstuart combines the superior real estate services of two great Australian brands that will continue to lead the market when it comes to talent, training and technology,” said Peter.

While Belle Property’s core demographic is premium, lifestyle areas, Hockingstuart have built a stronghold on Victoria’s outer suburbs and the new agency model will see this relationship replicated in other states.

“While 21 of Hockingstuart’s Victorian offices will now operate under the Belle Property brand, it is one combined network and our strategy is to grow and service each brand in its respective market. Servicing differing demographics and suburbs means the brands complement, not compete,” said Peter.

As part of the merger, and in conjunction with Belle Property’s existing partner and lifestyle publisher Sitchu, the joint network has also launched a refreshed property magazine, Sitchu Living.

“Sitchu Living is a lifestyle-focussed property magazine that includes editorial content as well as listings from across Belle Property, Hockingstuart and Luxury Portfolio International – our international property partner. This kind of publication has not been seen before in our industry and is another integral part of our strategy to bring together multiple brands to offer market-leading solutions,” said Peter.

The joint network’s national footprint is now more than 120 offices across the eastern seaboard of Australia and growing.

 “As we continue to build our brands, our number one priority remains our people. We strive to recruit and retain the best and brightest across real estate and we do this by offering continuous opportunity for growth, not to mention, cutting-edge training and technology,” said Peter.