In the years since Milk Chocolate launched, the business has come a hell of a long way: we’ve expanded the team considerably, amplified our reach to become a national operation, added a raft of new verticals (many of them tech-focused) and ventured far beyond the parameters of a traditional real estate company. With that in mind, we knew we needed a real gun to spearhead our purchasing vertical.
The path to purchasing
Brad Purcell is our National Head of Acquisitions. He works with a carefully selected team of state-based buyer’s agents, guiding and providing them with the resources, support and information they need to purchase property on the ground.
Internally, he collaborates with several of our other verticals. Together with our client concierges, Brad gauges our clients’ needs and prepares purchasing briefs before kickstarting the property search process. He calls on our data and analytics team to inform our purchasing strategy and ensure we make the very best buying decisions for our clients. And with our construction team, Brad provides guidance on which projects are best for each market and the client’s individual requirements, whether it be a family home brief or an investment property as part of a Game Plan prepared by Milk Chocolate.
Brad’s role is nothing if not multifaceted. His ability to perform so well in it owes to his varied and expansive career path. In high school, Brad was drawn to working in real estate because of a few strong family connections in the industry, including his uncle, who ran his own hugely successful agency for several decades. Brad’s now been in real estate for nearly 20 years and has worked across sales, property management, leadership positions with multinational real estate companies, business consulting and real estate business ownership.
“Looking back, my background has culminated into a really nice cross-section of experience that gives me a strong sense of competence in the switch to purchasing,” he says. “It also makes the changeover a very exciting and refreshing challenge.”
As well, Brad’s credentials give him a deeper understanding of the mechanics of the property market and how to optimise his relationships with real estate agents to ensure we’re ahead of the curve. In short, he knows how to play the property game.
“The experience I’ve gained in the traditional real estate space means that I know the problems that sales agents need to solve – sometimes even before they do. This assists me in creating situations that make our solution the path of least resistance,” he says. “Being able to quickly identify an agent’s genuine intention based on their dialogue definitely assists in how we proceed with a potential purchase and what contingencies need to be implemented.”
The Milk Chocolate approach
In line with Milk Chocolate’s ethos, Brad’s approach to purchasing is one that prioritises individualised attention and care while still fulfilling the financial objectives of our clients. Each property Game Plan – our term for our personalised investment strategies or the purchase of a family home – is carefully tailored to the client’s spatial needs and goals.
“Due to the full suite nature of our service, our clients’ Game Plans are bespoke. This results in a very individualised approach to each purchase, which in itself is unique,” says Brad. “Primarily, though, the emphasis we place on asset selection and the non-negotiable nature of our approach to the key real estate fundamentals of every purchase is what contributes to what we call a ‘Milk Chocolate property’.”
It’s this purpose that Brad loves most about his role: “The work I do with Milk Chocolate re-enforces the real passion I have for this industry,” he says. “It’s about identifying the aspects of a property that create such an infatuation with people all over the world, but particularly in Australia. Everyone’s motivation to nest and create a safe space, and to personalise it, extend on it and ultimately create their own personal haven, is exactly what has led to property being one of the most prominent and key industries in Australia.
“The challenge of getting the recipe right to assist our clients in creating genuine wealth and finding them a home for their family is truly exciting for me.”
If you’re looking to purchase an investment property, expand your existing portfolio or find a family home, get in touch to discover how Brad and the Milk Chocolate team can help.
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