Brand Overview
When Luke Rissman made the leap from solo agent to agency founder, he wasn’t just launching a business, he was building a brand in one of Brisbane’s most competitive markets. While personally familiar with the area, entering Newstead as a new agency came with a clear challenge: how do you go from being known as one individual to being seen as a formidable, full-service brand?
The Challenge
Despite a strong personal reputation, Luke knew that success in Newstead, New Farm, and Teneriffe would require more than a name. The shift from “Luke Rissman” to “Rissman Property” meant repositioning expectations, helping the market understand that they weren’t just getting Luke, they were gaining a team of suburb specialists backed by a refined and deliberate brand.
Clarity was essential. What kind of brand was Rissman Property going to be known for? What perception did they want to own from day one? Luke’s people-first approach gave us a solid foundation, our task was to ensure that the brand didn’t feel new, but rather like it had always belonged in the market.
Our Approach
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Blueprint: We defined a strategic positioning that focused on deep local expertise, a team-first mindset, and a commitment to precision and warmth. This became the DNA of the brand, a balance of confidence and care.
Activation: The identity was crafted to feel established, not emerging. Through refined design, confident messaging, and a suite of tools and templates, we launched with clarity, consistency, and instant credibility.
Synergy: We aligned brand experience with internal operations, ensuring the team delivered the brand promise across every touchpoint. This included onboarding, presentation, listing kits, and everyday communication.
Execution: Rather than launching as “new,” we launched as ready. Every detail, from signage to collateral, was executed with intent, supporting early traction and future growth.
The Outcome
Rissman Property entered the market with strength and stayed there. What began as a team of three has grown into a high-performing agency of 12, with dedicated specialists across Newstead, New Farm, and Teneriffe. The brand has become synonymous with market leadership in Newstead, with strong momentum building in the surrounding suburbs.
The business has since expanded into property management, carrying the same brand principles across both arms of the agency. With a high-performing team, strong retention, and ongoing market share growth, Rissman Property has proven that with clarity, consistency and the right brand foundation, bold moves pay off.
The Result
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Market Leadership: Rissman Property is now a recognised leader in premium real estate, with their agents ranking within the top three in Newstead, New Farm, and Teneriffe.
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Business Growth: The agency successfully transitioned from a sole operator to a structured team model, growing to a 12-person team with strong retention and sustainable expansion.
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High-Value Listings: The repositioned brand has enabled Rissman Property to secure premium property listings and attract high-end clients.
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Enhanced Brand Reputation: The agency has built a strong reputation for excellence, professionalism, and success in the premium property market.
Key Services
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