How Real Estate Today Disrupted the Real Estate Media Landscape

Nic Fren, founder of Real Estate Today

The idea for Real Estate Today was not conceived in a boardroom. It came to Bespoke Media Group Founder & CEO Nic Fren while crossing the Sydney Harbour Bridge—an insight that a new kind of real estate news platform could emerge: one that was fast-moving, high-impact, and relevant to professionals across every part of the industry.

At the time, Fren observed a media landscape where much of the real estate industry commentary had become repetitive—similar narratives recycled across established publications, with little innovation or fresh perspective.

"There was an abundance of content, but very little that challenged the status quo or offered genuine leadership to the industry," Fren says.

"I started to feel a disconnect with the content being served up. I wanted to see and hear more about the broader industry—not just the same five names circulating time and again."

This gap in the market became the catalyst for the creation of Real Estate Today—a new entrant into Australian and New Zealand real estate media.

By 2023, Real Estate Today New Zealand had become the country's number one real estate industry publication within 90 days of launch, reshaping New Zealand real estate news coverage.

By January 2025, Real Estate Today Australia achieved national recognition in under three weeks, establishing itself as a trusted voice in real estate industry insights.

Following its early success, the brand expanded into the Indo-Pacific region and India, launching tailored publications in each market.

Building on this momentum, Real Estate Today is now developing its United States edition, with groundwork already well underway.

Today, Real Estate Today is recognised as the fastest growing independent real estate news publication globally, setting a benchmark for reach, relevance, and influence across multiple markets.

Its growth has been anything but accidental. The rise of Real Estate Today reflects a deliberate and disciplined strategy Fren has refined over more than a decade—a strategy he now shares with more than 1,600 real estate professionals across nine countries.

Cracking a Saturated Market

While many real estate professionals cite market saturation as a major obstacle, Fren’s experience suggests otherwise.

Launching from his lounge room in Sydney’s eastern suburbs, Fren entered the New Zealand market—home to 14,000 agents—with no brand recognition and few established contacts."

It was nerve-wracking," he says. "I didn’t know if it would work, so I hustled hard. I knew I couldn’t afford to sit back and wait for momentum—I had to create it."

“When people tell me how hard it is, I wonder if they’re really doing the work,” Fren says. “Building a real estate brand isn’t difficult with the right formula. But it does require effort.”

In Australia—a market five times larger—Fren applied the same approach: precision targeting, disciplined messaging, and an unwavering focus on value.

Engineering Authority Before Launch

Unlike brands that hope to build momentum post-launch, Fren engineered credibility from the outset. His approach included:

Securing Early Endorsements

Building relationships with key industry players prior to launch.

Hyper-Targeted Content

Producing actionable real estate industry insights tailored to professionals' needs.

Buzz Creation

Strategically seeding previews among trusted industry insiders.

Targeted Digital Activation

Launching focused email and social media campaigns to engage audiences before day one.

Strategic Partnerships

Securing contributions from respected names to bolster authority from the outset.

New Zealand: Zero to Number One

When Real Estate Today New Zealand launched, it was not entering the market as an unknown entity.

Thanks to early relationship-building, the publication was shared by top industry leaders, gaining immediate traction.

Within 90 days, it had become the most talked-about real estate news outlet in the country, setting a new benchmark for New Zealand real estate news coverage standards.

Australia: National Recognition in Weeks

Applying the same model at greater scale, Fren fast-tracked the Australian launch.Through influencer engagement, a content-first strategy, and targeted public relations, Real Estate Today Australia firmly established itself within three weeks as one of the best real estate media platforms in the country.

What Agents Can Learn from Nic Fren’s Expansion Across Two Markets

Fren’s success in two highly competitive markets provides valuable lessons for any real estate professional serious about building a dominant brand:

1. Build Anticipation Before Launch

Most brands launch and hope to gain attention. Fren engineered credibility, influence, and anticipation long before launch day.

Lesson: Agents must create market demand before introducing a brand, campaign, or service.

2. Prioritise Value Over Visibility

While many competitors focus on volume, Real Estate Today delivers insight-driven, highly targeted content that real estate professionals seek.

Lesson: Agents should focus on producing content that solves problems, not simply content that fills space.

3. Build Strategic Relationships Early

Fren engaged key industry figures before launch, providing the publication with immediate authority.

Lesson: Agents must proactively build alliances with peers, mentors, and industry leaders to fast-track visibility and credibility.

4. Deliver Consistent Value, Not Just Volume

While many media competitors prioritise frequent posting, Real Estate Today has differentiated itself through consistently high-value, non-repetitive content that moves industry conversations forward.

Lesson: Agents must prioritise the quality and originality of their communication, not simply its frequency.

5. Stay Connected to the Market and Reflect Its Diversity

Real Estate Today maintains constant communication with its readership, gaining real-time insights into market trends, challenges, and opportunities.Its diverse network—from beach communities to remote country towns—has ensured that professionals across every region and role have a platform to be seen and celebrated.

Lesson: Agents must remain deeply connected to their audience, ensuring their brand reflects the diversity of the clients and communities they serve.

The New Rules of Brand Building

In today's environment, authority is not inherited—it is earned.

Visibility must be engineered strategically, not left to chance. Brand loyalty must be built through consistent, genuine value.

Nic Fren’s model for Real Estate Today demonstrates that rapid brand ascension in real estate media is achievable—not through shortcuts, but through deliberate, disciplined execution.

The question is no longer whether building market dominance is possible.It is whether you are prepared to do the work required to achieve it.

Building Your Brand: Practical Next Steps

For agents and industry professionals looking to apply these principles, strategic brand building begins with disciplined action. Here are five practical steps to implement immediately:

1. Build Early RelationshipsIdentify and connect with key figures in your market—whether principals, developers, marketing leaders, or community influencers. Strong early relationships can amplify credibility long before formal campaigns are launched.

2. Create Pre-Launch MomentumBefore unveiling a new service, listing strategy, or brand update, build anticipation. Offer previews to trusted clients or partners, and seed early interest through your networks.

3. Prioritise Value in CommunicationAudit your current marketing and social media presence. Shift the focus from volume to value—sharing insights, analysis, and solutions your target market genuinely needs.

4. Stay Attuned to Market FeedbackDevelop systems for regular client and peer feedback. Whether through informal conversations, surveys, or social media engagement, staying close to your marketplace ensures messaging remains relevant.

5. Represent the Full Market SpectrumPosition your brand as a reflection of the full community you serve. Celebrate successes not only in prime markets but across diverse locations, roles, and property types.

In an increasingly competitive landscape, those who combine execution discipline with a genuine connection to their marketplace will be best placed to lead the next era of the real estate industry.