Same Goal, Different Game: A Global Perspective from the Deep South

As someone born in Oklahoma and now serving as Global Head of Network at Australia’s fastest-growing real estate group — ONE AGENCY — returning to the U.S. has offered a powerful lens on how differently we practise the same profession around the world.

Right now, I’m travelling through the Deep South — a region known for its porch swings, iced tea, and quiet charm — and even something as simple as a “For Sale” sign has stopped me in my tracks.

In Australia, signage is a high-impact branding tool. It’s bold, visual, and strategic — often featuring premium photography, floorplans, QR codes, and clear selling points. It’s not just a board; it’s a mini marketing campaign designed to generate immediate interest.

In the U.S., it’s more reserved. A name, a number, a logo, and a headshot. The rest is done through agent outreach and buyer initiative. There’s less visual fanfare, but more reliance on personal rapport and relationship-building.

Neither approach is better — they simply reflect different consumer expectations and cultural norms. In our region, we’ve leaned heavily into marketing transparency, digital assets, and brand-led attraction. And it’s working.

At ONE AGENCY, we’re proud to be outpacing major global players like RE/MAX and eXp, growing to over 130 offices and 750+ agents across Australia, New Zealand, Fiji, and now Papua New Guinea. People genuinely love our model — and for good reason.

Our agents gain access to an extensive library of marketing and media tools, with full brand autonomy and low overheads.

Just recently, we launched a new all-in-one app that gives every member access to their marketing suite from the palm of their hand — for a low monthly subscription. It’s simple, scalable, and designed for modern agents who want to grow without compromise.

This journey across borders has reminded me that while the mechanics of real estate vary, the mission remains the same.

We’re here to help people move forward.

To make the next chapter of life easier, smoother, and more rewarding.

Same goal. Different game.

And that’s what makes this industry endlessly fascinating.