“People can see through BS. If you don’t care about the subject, don’t go into it. My first purchase through a buyer’s agent was a terrible asset. I lost money and thought, I can do better than that.”
Growing up in the Blue Mountains, Joe always wanted more from life. After 13 years in sales across various industries, including door-to-door, Fairfax Media, and enterprise sales at Verizon Connect, he became Head of Sales at Law Path, Australia’s largest legal tech business.
His turning point came after a conversation with another buyer’s agent who mentioned signing 17 clients in one month. Joe launched Property Principles two years ago, focusing on properties with value-add potential.
“If you’re doing a part-time effort, you’ll get a part-time result. If you’re doing this full-time, you’ll find amazing deals and help your clients unbelievably.”
Joe’s business uses proprietary systems to identify deals quickly. Rather than pursuing volume, his team focuses on quality acquisitions with clear value-add potential, creating a natural referral pipeline as clients experience significant equity growth.
His long-term vision involves helping clients build strategic portfolios with “frozen equity” – properties with untapped potential that can be activated when needed to fuel further portfolio growth.
“You need to normalise success. Surround yourself with people who are on that next rung above you, who have already taken that next step.”
