People-Powered Property: Insights from the Land Pioneers Podcast
Last December, Property Republic Founder Judi Carr joined the Land Pioneers Podcast to discuss her 30+ years in property marketing and why community-led growth is reshaping land development.
Here are the key insights from the conversation.
Understanding the Customer Is a Commercial Strategy
Across three decades working with developers including Stockland, Mirvac and Lendlease, Judi has observed a clear pattern:
Developers who genuinely invest in understanding their customers - and treat them with respect - achieve stronger price growth and better long-term community outcomes.
Successful projects consider:
Strategic lot mix
Presentation and product alignment
Sales experience design
Post-settlement communication
Managing infrastructure uncertainty
Livability is not an optional extra. It is the foundation of long-term value creation.
Why Property Republic Was Founded
Property Republic was established to bring independent, customer-first thinking into project strategy.
Rather than beginning with branding, Judi advocates starting with insight:
Who is this community for?
What are their motivations and fears?
How can engagement shape positioning?
This insight-led approach informs marketing, communications and community development strategies that drive both sales performance and long-term legacy.
Community as Competitive Advantage
Community development is often viewed as discretionary spend. Judi sees it differently.
Effective community strategy:
Facilitates connection
Builds trust
Strengthens advocacy
Reduces churn
Supports price resilience
Projects that embed community from day one consistently outperform those that treat it as an afterthought.
Introducing Prop Squad: Affiliate Marketing for Property
Prop Squad was co-founded to harness the power of residents and stakeholders as performance-based affiliates.
Rather than relying solely on paid media, Prop Squad enables:
Residents
Clubs
Builders
Suppliers
Staff
to generate leads and sales, earning rewards based on outcomes.
In its launch at Woodlea (Mirvac & VIP), Prop Squad delivered approximately $5.5 million in sales within 8-10 weeks, contributing 18% of total sales during that period.
The model is scalable, measurable and complementary to traditional campaigns.
The Bigger Picture
For Property Republic, the philosophy is simple:
Commercial success and community outcomes are not opposing forces.
They are interdependent.
To listen to the full Land Pioneers Podcast episode, click here.