3. Media and Marketing

ABC News: Jason Partridge Advocates Extension of NRAS 

👓 0.8 minute read

FN Paterson (Port Macquarie, NSW) principal, Jason Partridge, spoke to the ABC about how the winding up of National Rental Affordability Scheme (NRAS) properties in Port Macquarie will affect his community. Some 2,000 homes are being phased out in NSW, 1,550 in WA and 596 in Tasmania.

As the scheme comes to an end, many Australians unsure about their futures. Jason’s team manages a series of affected properties where rents may soon rise, forcing his tenants to search for new homes. He has advocated for an extension with the federal housing minister, because there is already a shortage of affordable rentals in Port Macquarie. More…

When AI is Used Without Human Oversight

👓 1.8 minute read

Further to network commentary in the last edition of Network News (Edition 406 – The AI Tricks real estate agents are using to fool buyers) about the dos and don’ts of AI property showcasing, Andrew Dun of FN Bundaberg (Qld) recently shared an example of an out-of-area agency marketing a landscaping business locally. It’s a horrifying example of technology applied without the most rudimentary of human oversight.

Compare the two campaigns for yourself:

• Original - REA campaign images

• Recent - AI updated Domain campaign images

What we see is the out-of-area agent – Altora Global – recycling REA’s original sales campaign images through an AI agent to update them, although we’re not really sure why. The outcome is far from an improvement.

Anyone attempting AI image generation will have noticed the difficulty most models have with the depiction of words within images. You’ll have noted past examples in this newsletter but an internal newsletter is not subject to the regulatory scrutiny of an agent's public-facing marketing campaign. 

Compare the original images against the AI updates and you’ll quickly see where things have gone pear-shaped. As Andrew says… 

‘It is next level bad, check out the elephant that turned into a dog with one horn.’

One thing is certain about this marketing campaign; it reflects poorly on Altora Global and does not serve its client’s interests remotely well. 

Considering that buyers scroll through thousands of images before clicking on those of interest, what was originally marketed as a landscaping centre now looks more like a specialist international supermarket and is not an accurate representation of what is actually for sale.

Reputation Uplift Delivers Stronger National Search Position

👓 2.9 minute read

Five years ago, First National began working on improving the positioning of offices in Google search with a series of member visits across Western Australia. The objective was simple. Lift visibility where it matters most – in Google’s Map Pack. Today, we're leading the field nationally, and by a healthy margin.

Western Australia responded decisively. Today, 83% of WA offices hold a top three Google Map Pack position. That result now sets the benchmark for the rest of the network.

In the third quarter of 2025, we assessed our national standing. At that point, 68.8% of First National offices ranked in positions No.1, No.2 or No.3 in their local Map Pack results. 

A clear majority of those offices were actively using our Google Reviews acquisition strategy. The connection was direct and measurable.

Following that review, we encouraged offices sitting in position four or below to work with us to strengthen their local search performance. If you would like to get started right now, you can request a Reputation & Search Profile Report here - that begins the process.

We have now completed a fresh national assessment.

That represents a 4.2% relative improvement across the network in a short period. In the competitive agency search environment, that is material progress – and a FREE benefit of your membership. 

This becomes even more significant when viewed against the broader market, where some real estate agencies pay search optimisation companies $5,000 plus per year for support – or simply pay for adverts at the top of Google search (which only 19% of people click on).

Our latest review of six competitor brands shows the percentage of offices holding top three Map Pack positions:

• Harcourts – 43%
• LJ Hooker – 43.5%
• McGrath – 38.1%
• The Professionals – 64.4%
• Raine & Horne – 57%
• Ray White – 62%

First National now leads all of them.

Why should you care?

Because agencies in the top three Map Pack positions receive approximately 68% of all clicks. That is where vendor and landlord enquiries begin. Position four may as well be on page two.

It also matters because Google remains the foundation layer for AI search. AI tools draw heavily on structured data, reviews, authority signals and local prominence. In other words, the work we do in Google feeds the answers generated elsewhere.

The Reputation Uplift programme has demonstrated that disciplined review acquisition, accurate profile management and consistent engagement delivers results. The data is clear.

The question for every office is straightforward. If 68% of clicks go to the top three, can you afford not to be there?

Yahoo Finance: Jade Carberry Calls Out Landlord Issue ‘Nobody Talks About’ 

👓 0.9 minute read

When FN Melton principal, Jade Carberry took to TikTok to talk about her local market’s conditions – as she regularly does – she didn’t expect to find commentary republished by Yahoo Finance. However, the subject of tenants exploiting interest free debts as high as $10,000 from landlords always offered the potential to attract attention – as well as criticism.

Jade’s expression of frustration about the drawn-out process for clawing back unpaid rent certainly attracted its supporters, however she did wear the ire of quite a number of renters – keen to share their views via direct messages.

The upside to the story is that Jade’s message resonated with equally frustrated landlords, and she believes she will pick up 10 – 12 new managements as a result of the exposure.

Finder Awards: Let’s Share The News

👓 2 minute read

There’s also now a promotional video that you can share on your social media channels.

First Comes Love, Then Come the Keys

👓 1.4 minute read

Many young couples are now putting home ownership and financial security ahead of marriage or even moving in together, as outlined in recent radio interviews by First National. 

For these couples, commitment is no longer measured by wedding rings, it’s measured with house keys. In early 2024, almost four in ten first-home buyers were de facto couples, compared with 29 % married couples and 30 % singles.

Wedding registries are now evolving alongside this trend.  According to a 2025 report, 87 % of couples planning their weddings include at least one cash fund, with many using the money for big goals such as homeownership.  Similar cash-focused registries are emerging in Australia, as couples swap traditional gifts for contributions toward house deposits and other financial priorities.

Internationally, the so-called “Valentine’s Day effect” has been observed in U.S. real estate commentary, showing a surge in couples making major financial or relationship decisions like buying property around mid-February.  

We extend our thanks to Rob Druitt (FN Druitt Saunders, WA) for making himself available for two interviews.

Coverage achieved:

• Rob Druitt - 107.9 FM Radio Fremantle, John Lewis

• Rob Druitt – Radio Youth Jam, Perth

• Stewart Bunn – Radio 2ST, Southern Highlands and South Coast NSW