Five Minutes with Alex – Head of Sales at Yellands
At Yellands, our success is built on expertise, passion, and a deep understanding of the property market. Today, we’re sitting down with Alex, our Head of Sales, to learn about his journey, his insights on the ever-evolving property market, and his advice for buyers and sellers.
Tell us about your journey in property.
I’ve been immersed in the property industry for over 50 years, and my passion for it started early. My career began as an apprentice at a prestigious Civil Engineering firm in Victoria, where I developed a deep appreciation for how properties are built, designed, and developed.
Over time, I found myself drawn more to the business of property—buying, selling, and investing. Through diligence, research, and hands-on experience, I built a successful property portfolio, which ultimately became a family-run initiative.
By 2008, during what was a challenging time for the market, I recognized a growing need for landlord support and portfolio management. That’s when I shifted my focus to helping property owners navigate the industry with expert guidance, ensuring they could buy, sell, and manage properties effectively—even in uncertain markets. Today, I’m proud to say that, with the support of my team and family, I oversee a portfolio of over 500 properties.
How has the property market changed over the years?
The market is always shifting, but a few things remain constant. Property has always been a long-term investment, and those who plan strategically tend to do well.
In recent years, we’ve seen a shift in buyer priorities—people are looking for homes that offer more than just space. Energy efficiency, lifestyle amenities, and long-term value have become key selling points. Buyers are also more savvy and informed than ever, meaning sellers need to be prepared with competitive pricing and strong marketing strategies.
For landlords and investors, the landscape is evolving due to new regulations and rental market changes, so it’s more important than ever to have expert guidance on portfolio management.
What’s your top advice for sellers?
Presentation is everything. A well-presented home sells faster and for a better price. Investing in small upgrades, fresh paint, and proper staging can make a huge difference.
Pricing correctly is just as important. Overpricing can leave a property sitting on the market for too long, while underpricing means missing out on potential profit. We always provide sellers with accurate, data-driven valuations to help them achieve the best possible outcome.
Most importantly, work with an experienced agent. Selling a property isn’t just about listing it online—it’s about targeted marketing, strong negotiation, and expert guidance through every stage of the process
What’s your advice for buyers in today’s market?
Do your research, but be ready to act. The best properties are still moving quickly, so knowing what you want and being financially prepared is key.
Location is key, but think long-term. Areas that are well-connected and have strong infrastructure tend to appreciate over time. Buying smart now can pay off significantly in the future.
Get professional advice. The right agent can help you find opportunities you may not have considered, negotiate the best deal, and guide you through the buying process with confidence.
What’s one thing about sales that people often overlook?
Many people focus solely on price, but timing and strategy play just as big a role. Selling or buying at the right moment can make a massive difference.
I also think people underestimate how much marketing matters. A great property won’t sell itself—it needs to be presented and positioned in the market to attract the right buyers. That’s where expert sales strategies come in.
What do you love most about working in property?
I love that every sale is different. Every client, every home, and every negotiation brings something new. Helping people find their perfect home or make a smart investment is incredibly rewarding.
Property isn’t just about bricks and mortar—it’s about lifestyles, goals, and financial futures. Being a part of that journey is what keeps me passionate after all these years.
And finally, how do you unwind outside of work?
When I’m not in the office, I love spending time with my family—they’ve been a huge part of my property journey. I also enjoy keeping up with the latest market trends (I can’t help it!) and relaxing when I can.
Looking to buy or sell?
Whether you’re a first-time buyer, an experienced investor, or thinking of selling your property, Alex and the Yellands team are here to help.
Contact us today for expert sales advice and a free property valuation.
