A decade since Lloyd Edge first founded Aus Property Professionals, he is continuing to spread his message that “property investment isn’t just for the wealthy.” Rather, it’s about getting help to ensure you’re equipped with the best tools and knowledge on offer. From there, Edge advises, anyone can, and should, dip their toe into this lucrative and exciting world.

“My story proves that you can start with $30,000 and build a multimillion-dollar portfolio if you follow the right strategy,” the Managing Director tells The CEO Magazine. “I want people to know that financial freedom is possible and that education, mentorship and the right support system are the keys to getting there.”

Nominated as a finalist in this year’s Executive of the Year Awards in the Property and Real Estate category, Edge describes his hopes for the broader real estate industry, and how Aus Property Professionals is ensuring they are not only meeting but exceeding standards and expectations.

“I want property investing in Australia to become more transparent, more accessible and more strategic,” he says. “Too many people are still being sold one-size-fits-all solutions or risky off-the-plan promises. I believe we can do better and that’s what I want our company to lead. We’ll continue using data, education and ethical practices to create better outcomes for our clients and a more sustainable property market overall.”

In an industry that has gained a reputation for being deceptive at times, Aus Property Professionals is laser focused on trust and transparency. By providing frequent updates about the company’s direction and new services, as well as market insights shared with the internal team and their clientele, Edge ensures that all parties feel simultaneously supported and empowered.

Ultimately, Aus Property Professionals is playing the long game, looking to attract repeat clients who value the specific approach taken by Edge and his team, as well as giving back to the wider community.

Leading by example

With 10 years at the helm of the company he built from the ground up now under his belt, as well as the years he previously spent as a music teacher (having obtained a performance degree from the prestigious Sydney Conservatorium of Music), Edge has had ample experience in some vastly different positions of leadership. The best advice he’s learned along the way?

“Teach what you know,” he says. “It’s simple but powerful. I realized early on that sharing knowledge is what separates transactional success from long-term impact. It’s also helped me build trust – trust is the foundation of everything we do.”

True to his word, Edge actively shares his expertise. He’s written two bestselling books, Positively Geared and Buy Now, and hosts a podcast, also called Positively Geared. He also regularly contributes to real estate publications and appears on TV, radio and discussion panels.

The idea that prioritizing education – for the team as well as clients – is not only sensible but vital to the success of a business is at the heart of Aus Property Professionals’ philosophy. It’s also a mentality that trickles down into every facet of the organization, with a culture prioritizing empathy, financial empowerment and learning.

“We lead with purpose, not pressure,” Edge explains. “Every member of our team understands that we’re not just doing deals, we’re changing lives. That mindset has helped us attract values-aligned staff, long-term clients and strong word-of-mouth referrals. It’s also what keeps me motivated. Our culture is the reason our business has not just grown, but evolved.”

Leading by example every single day, Edge hopes to inspire both his team and his clients with his own personal success story – but isn’t afraid to share the challenges he faced along the way.

“I built my portfolio from scratch and took plenty of calculated risks along the way, so I understand the mindset and fears that clients face,” he says. “My job now is to remove guesswork. I don’t just tell people what to do, I walk them through the ‘why’ and help them build the confidence to make informed decisions.”

Aus Property Professionals’ aim is to eliminate concerns, cut through real-estate lingo, strategize for optimal success and simplify the overall purchasing process. The company’s seasoned industry experts produce detailed research on properties, including analysis of the neighborhood, public transport options, employment opportunities, rental returns, vacancy rates and more to help guide their clients’ decisions.

The results – and glowing testimonials – speak for themselves, but Aus Property Professionals has also been recognized by the industry time and time again, accumulating awards from the Real Estate Institute of New South Wales, Your Investment Property magazine and Real Estate Business over the past eight years.

Investing with AI

Like almost every industry, those within real estate are adapting to the changes heralded by the advent of AI and learning how to harness innovation and technology in ways that will benefit their businesses.

“Technology is rapidly reshaping how Australians invest,” Edge says. “AI, automation and real-time data are becoming essential tools in helping clients make informed decisions, but these tools are only as good as the strategy behind them.”

The key, Edge explains, is ensuring these developments don’t exist in a vacuum, but are paired with specialized in-person support.

“We’re investing in new tech, but we’re also doubling down on personalized mentoring and education, which I believe is the real game-changer,” he says. “Our clients don’t just get a property, they get the skills to keep building wealth long after our work is done.”

Immensely proud of the significant strides that Aus Property Professionals has made over such a short period of time, having grown into a nationally recognized brand, Edge is excited about what the next chapter holds for his organization.

“We’re helping everyday Australians achieve financial freedom through property and we’re seeing real outcomes,” he says. “Whether it’s first-home buyers finally getting a foothold or long-term investors building multi-property portfolios, our clients are winning in real terms. We’ve also built a team that genuinely cares, and that human touch is what makes our results sustainable.”

As for Edge’s favorite aspect of the job – the thing that drives him to get up and work tirelessly every single day?

“Seeing the moment when a client realizes that financial independence is actually achievable – that’s the best part,” he says with a smile. “Whether it’s a single parent who’s just bought their first investment, or someone realizing they can retire a decade earlier than planned, those moments never get old. They remind me why I started.”