Sydney property group BresicWhitney has revealed the launch of its new website, in a move that signals its unapologetic ambition to continue leading the Sydney property experience.

Chief Executive Officer Thomas McGlynn said the re-launch of bw.com.au reflected the group’s future-focused strategy and vision.

“This represents a new era for BresicWhitney – for our people, our clients, and our communities. It’s a manifestation of our competitive brand strategy that meets our audience where they are, heroes our creative approach of bringing homes to life, and allows us to continue driving forward our unrivalled ability to connect with our customers well beyond the typical real estate cycle, through content.”

The new interface introduces an intuitive, design-led approach, where Sydney property and storytelling is the hero. In addition to delivering an engaging and connected digital experience, there’s a freshly compelling take on the positioning and user experience of its property-specific pages.

This includes a refined recast of its coveted ‘Only at BW.com.au’ property pages - where more than 300 homes are sold exclusively every year, without ever reaching the major portals. An important contributor to the close to $3 billion of Sydney real estate that BresicWhitney sells every year.

Other features include a more holistic way to explore properties for auction and inspection, the introduction of more personalised ‘people’ pages, and considered call-to-actions to continue nurturing and building its extensive client list. The latter being what the group deems its ‘single source of truth’, thanks to its centrally owned operating model.

“We continue to have unparalleled insight into the buying and selling behaviours of Sydneysiders across the lifestyle markets – those within a 10–15-kilometre radius of the CBD. This allows our agents to connect buyers and sellers in ways others simply cannot and continues to support the decision-making of ambitious real estate professionals who join us,” he said. 

Positioning content at the centre of bw.com.au was also key. BresicWhitney continues to welcome up to 150,000 buyers, sellers, and visitors to its website monthly. This affirms the power of the group’s existing digital presence and brand desirability. 

“The new bw.com.au takes this to another level, all while reflecting the values and interests of our clients and communities back to them through a sophisticated and multi-channel content and brand strategy. These continue to deliver tangible benefits for our people and our clients and remains central to our decision-making,” Mr. McGlynn said. 

Mr. McGlynn concluded with a proud sentiment and the confidence that it would resonate with BresicWhitney’s customers now and into the future. “The re-launch of bw.com.au allows us to continue leading, innovating and connecting: all while being underpinned by a future-focused strategy, purpose-fit for Sydney.”

The launch of bw.com.au is supported by a high-profile brand campaign that is currently rolling out across print and online, created and devised by the group’s in-house Creative and Communications teams. BresicWhitney partnered with digital agency Atollon to develop the website.