About this episode
In this episode, we pull back the curtain on one of the least transparent parts of Australia’s property market: sales campaign behaviour. From hidden campaign histories to shifting price guides and agent tactics designed to manufacture buyer momentum, most buyers are making six- and seven-figure decisions without the information they actually need. Today’s conversation digs into that gap — and the consequences of it.We’re joined by Henry Pedersen, co-founder and CEO of Homer, a proptech tool built to expose the data buyers never get to see. Henry walks us through what really happens behind the scenes of a sales campaign: failed auctions, withdrawn listings, guide price movements, and the patterns in agent strategy that can completely alter a buyer’s perception of value. We talk about why big data alone isn’t enough, how algorithms misread hyper-specific property nuances, and why more information doesn’t automatically mean better decisions.We also dive into the thornier realities: the structural incentives pushing agents toward underquoting, why buyers keep falling into the same traps, how state regulators are tightening their approach, and what transparency could actually look like if buyers had access to honest, unfiltered campaign histories. Henry also shares how buyer behaviour — from switching suburbs to chasing “hot” listings — is often influenced by information that’s incomplete or deliberately curated.Whether you're navigating the market for the first time, returning after a break, or advising clients professionally, this episode gives you tools to understand the battlefield. We help you recognise the signals buried inside campaign data, avoid being blindsided by agent strategy, and get clearer about where your expectations sit in the real market — not the one portrayed online. This is a must-listen for anyone tired of feeling outplayed.Episode Highlights00:00 — Introduction to the Hidden World of Property Market01:28 — Meet Henry Pedersen: Co-founder and CEO of Homer02:05 — The Birth of Homer: A Personal Journey02:50 — How Homer Provides Transparency in Property Data04:11 — Challenges and Insights in Property Data05:13 — The Role of Historical Data in Property Decisions06:39 — Navigating the Property Market with Homer's Tools12:23 — User Experience and Adoption of Homer14:06 — Future Developments and Features of Homer20:07 — Queensland's Unique Real Estate Law22:03 — Challenges of Property Valuation23:27 — Agent Behavior and Market Strategies25:04 — Leveraging Data for Better Decisions33:44 — AI in Real Estate35:38 — Property Dumbo Stories38:14 — Conclusion and Final ThoughtsAbout the GuestHenry Pedersen is the Co-Founder and CEO of Homer, a fast-growing proptech platform built to give Australian buyers real visib
