Aaron Woolard of Place New Farm has become a standout name in Brisbane's real estate market.
Now a Partner and Lead Agent at the agency, Woolard has built his success on perseverance, adaptability, and a deep connection to the New Farm community.
Falling into real estate by chance
Like many in the industry, Woolard didn't plan on becoming a real estate agent- it was a leap of faith driven by necessity.
"Like many people, I fell into real estate. But in my case, it was almost forced. I was working in my parents' business when my mum retired, and I found myself in a lot of debt, unsure what to do next. I really wanted to sell cars but couldn't land a job, so when I saw an ad in the paper for a real estate role, I thought, 'Why not give it a go?' Thirteen years later, here I am!"
That initial decision led to a career that now sees him handling some of New Farm's most sought-after properties.
He recalls almost quitting, were it not for a mentor who could see his potential.
"Real estate was very different when I started. It was sink or swim - here's a desk, here's a phone, good luck. About two years in, I was struggling and close to quitting.
"My mentor told me, 'Don't give up before the miracle.' That advice stuck with me, and I pushed through. That's why I'm still here today."
Every agent remembers their first sale, and Woolard's was far from straightforward.
"The first sale that I ever made was a one-bedroom apartment. It was actually the first listing that I got. It was the first sale that fell over and didn't settle. It then became the first auction, and then eventually it sold. So it was quite a rollercoaster. When the money finally hit my account, I was so excited. It was very, very much needed."
That early experience set the tone for a career built on persistence, problem-solving and positive leadership.
"Now, I get to pay it forward by mentoring others," he smiles.
"I love the fast pace of real estate - it suits me because I can't sit still. Over time, my passion has evolved. What excites me is mentoring my team and seeing younger agents grow their careers. Watching them learn, evolve, and succeed is incredibly rewarding."
Having lived and worked in New Farm for nearly 20 years, Woolard has seen the area transform significantly.
"Fortitude Valley used to be a working-class, industrial area, while New Farm had a large Italian immigrant population who retained their homes for many years. In the past eight years or so, we've seen urban renewal and many new developments," he says.
Beyond the physical changes, he believes New Farm's sense of community is what makes it truly unique.
"What people love about New Farm is its location, surrounded by the river, which creates a strong sense of community. It might sound corny, but the river acts like a hug, keeping everyone together."
The digital shift in real estate marketing
While Woolard was initially slow to embrace social media, today, he sees it as a critical tool for marketing properties.
"Social media has become essential. The ability to showcase beautiful properties to a wide audience is powerful. Even if a post doesn't directly find the buyer, it creates touchpoints and it's those one-percenters that make the difference."
Platforms like View.com.au have changed how he approaches market research and property promotion.
"You can scroll online on your phone while you're with a client with a bird's eye view to get insight and data on other properties that may not actively be on the market.
"I find that really beneficial on the go when you're working with buyers, but also with sellers when you're talking about recent sales in the area."
The performance marketing products available through View.resi have delivered impressive results for his listings.
"We've listed a really beautiful home in New Farm, and we've had incredible success using View.com.au."
"I got the report through, and we've had 14,000 views on the home in just under five days. To get that sort of traction, and that many eyes across the property so quickly, it's just beneficial to our clients."
Navigating the New Farm market
"The biggest challenge in New Farm is the limited supply of properties. Demand is extremely high, but there's never a huge amount on the market, which keeps prices strong."
"It's a constant balancing act," he says.
For buyers looking to break into the area, relationships with agents are key.
"My advice is to build a relationship with agents who are active in the area. Stay front of mind by regularly checking in with them. That connection can make a big difference when opportunities arise."
From mentoring up-and-coming agents to embracing the latest in digital performance marketing and AI-driven property insights, Aaron Woolard's ability to connect with people, adapt to market shifts, and maintain an unwavering passion for the industry ensures his place as a leader in Brisbane's booming property market.
