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Tom Isaacs - PRD Bendigo
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Remarkable Regional Businesses – Episode 25
Guest: Tom Isaacs
Business Name: PRD Bendigo
Website: https://www.prd.com.au/bendigo/
LinkedIn: www.linkedin.com/in/tom-isaacs-45b69397/
/ Building PRD Bendigo from the Ground Up
Tom shares the journey of growing PRD Bendigo from zero market presence to one of the leading real estate agencies in the region. He reflects on the early days, unexpected opportunities, and how initial “dumb luck” evolved into strategic business decisions.
/ Reimagining Real Estate Business Models
This episode unpacks how Tom departed from the traditional real estate model to build a fully resourced, department-led structure. From media to sales to admin, each arm of the business supports growth and enables team specialisation.
/ Creating Career Pathways and a Scalable Team
Tom explains how PRD fosters long-term careers by developing internal pathways - from support roles to independent agents or management tracks. The team culture is built on clarity, mentorship and flexibility.
/ The Power of Culture Captains
A standout initiative, “culture captains,” empowers team members to uphold values and call out misalignment, creating peer-led accountability. Tom discusses how this simple framework transformed team dynamics and strengthened internal cohesion.
/ Investing in People and Personal Goals
Rather than traditional KPIs, PRD’s leadership begins with personal aspirations. Whether it’s buying a home or starting a family, team reviews are structured around what matters most to each employee.
/ Embedding Community into the Business Model
Tom shares the origin and structure of the PRD Community First Fund - a quarterly initiative where staff contributions are matched by the business to support underfunded community organisations. Past recipients include Sunshine Bendigo and Southern Cross Kids Camp.
/ Changing Public Perceptions of Real Estate
Tom and host Caleb discuss the negative stereotypes around real estate agents and how PRD is helping shift that narrative through service-first mindsets, trust-building and long-term community commitment.
/ Leadership Lessons and Evolving Roles
From hands-on sales to full-time leadership, Tom reflects on stepping out of the frontline, especially during COVID, and how that transition demanded new approaches to empathy, vision and business planning.
References
PRD Bendigo – https://www.prd.com.au/bendigo/
Sunshine Bendigo – https://www.sunshinebendigo.org.au
Southern Cross Kids’ Camp – https://www.sckc.org.au
Simon Sinek – https://simonsinek.com
25 episodes
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