Hockingstuart and Belle Property launch industry-first brand strategy.

You may be aware that in 2019 Hockingstuart, one of Victoria’s largest real estate agencies with over 35 years in the marketplace, merged with Belle Property.

This new innovative approach 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, the Belle Property Brand will also operate across different suburbs across VIC as part of the Dual Brand Strategy.  

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 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.