20+ years in Melbourne's inner east. Every client works with me directly.
Consider us your personal property concierge. Primrose has spent 20+ years building the relationships, the knowledge, and the access that serious buyers need in Melbourne's most competitive inner-east suburbs.
I've worked in Melbourne's real estate industry for 30 years. In that time, I've seen the full picture — from property management to sales, and eventually to what I believe is the most valuable role in the industry: working exclusively for the buyer or the vendor, never both.
I founded Primrose Buyers Advocate in 2003. The business was built on a simple premise: the clients who most need expert advice in the property market — buyers competing in Melbourne's inner east, vendors navigating high-stakes sale campaigns — deserve to work with someone who is completely on their side.
Two decades later, that premise hasn't changed. Every client works directly with me. I know the streets, the agents, and the dynamics of Stonnington and Boroondara better than almost anyone working in this market. That knowledge is what I bring to every brief.
How we approach every engagement
Our only obligation is to the client. We don't have a selling arm, we don't take undisclosed referral fees, and we don't recommend anything we wouldn't stake our reputation on.
If a property isn't the right fit, we'll say so — even if you love it. If the market is moving against you, you'll know. Clients deserve the truth, not reassurance.
We operate in two council areas. That constraint is deliberate. Knowing Stonnington and Boroondara deeply is worth more to our clients than having a presence across Melbourne.
Recognition built on results
Real Estate Institute of Victoria
Consecutive wins. Inner east Melbourne
2024 Victorian Vendor Advocate of the Year
Established 2003. 20+ years in Stonnington & Boroondara
Deakin University, Bachelor of Business (Property)
Primrose Buyers Advocate is enrolled with AUSTRAC and on the Reporting Entities Roll, in line with Australia's anti–money laundering and counter-terrorism financing regulations.
Why clients choose Primrose over a larger firm.
Larger advocacy firms have teams of advocates. Junior staff handle initial searches. Senior advocates get involved later — often only at negotiation. That's not how we work.
When you engage Primrose, you work with me throughout. I take the brief, I inspect the properties, I conduct the appraisals, and I negotiate. That continuity matters in a market where relationships and timing are everything.
It also means I operate at a limited capacity — which is by design. I take on fewer clients so I can give each one the attention their search deserves.
If you want a high-volume operation with a team of advocates, there are firms better suited to that. If you want the principal — with 30 years of experience, in a market he knows better than almost anyone — that's what Primrose offers.
Primrose operates exclusively in Stonnington and Boroondara in Melbourne's inner east, and Bayside on the coast. These are the suburbs where our agent relationships, our market knowledge, and our 20-year track record make the most difference for clients.
Let's have a conversation
No obligation. No sales pitch. A direct conversation about what you're trying to achieve, whether that's buying, selling, or getting a read on what the market looks like right now.
