Real Estate Buyers Agents Association of Australia (REBAA)

The Voice for a growing real-estate-based segment

Raising the Bar for Buyer Advocacy

For two decades, the Real Estate Buyers Agents Association of Australia (REBAA) has been the guiding voice for an emerging sector of the property industry—one dedicated exclusively to representing buyers.

Founded in Sydney in 2000 and expanded nationally five years later, REBAA has helped shape the modern buyer-agency profession, promoting ethical standards, consumer protection, and professional development in a rapidly evolving real-estate landscape.

“Back then, everyone understood what a selling agent did, but very few people knew what a buyer’s agent was,” explains Melinda Jennison, President of REBAA. “The association was created to define that role, protect consumers, and establish standards for those of us working solely on behalf of property buyers.”

Building a National Voice

After its national charter was registered in 2006, REBAA set out four guiding pillars that continue to define its mission today:

1. Creating public awareness of the buyer’s-agent role;
2. Establishing and enforcing professional standards;
3. Advocating for greater regulatory control and consumer protection; and
4. Providing a forum for education, learning, and shared best practice.

From the outset, the association sought to differentiate true buyer advocacy—fee-for-service, independent, and client-focused—from so-called “buyers agents” who were effectively selling off-the-plan developments while claiming to represent purchasers.

“Consumer protection has always been at the heart of what we do,” Jennison says. “Our goal was to create a professional body that people could trust and that governments could listen to.”

Professionalism and Membership

Today, REBAA counts just under 140 members across Australia. While the number of buyer’s-agent businesses has grown dramatically—particularly in the last five years—membership growth has been intentionally measured.

“Membership isn’t automatic,” Jennison explains. “Applicants must have operated for at least 12 months and meet strict professional and ethical criteria. That ensures consumers can distinguish between experienced, compliant operators and those who may not yet meet the standard.”

The process preserves the association’s credibility and keeps the REBAA brand synonymous with quality and trust.

A Forum for Learning and Connection

REBAA members enjoy access to a members-only online forum, regular EDM updates, bi-monthly educational webinars, and an annual national conference—the only event in Australia dedicated exclusively to buyer’s agents.

Held each August—this year in Melbourne—the National Conference brings together practitioners from every state to exchange insights, hear from industry experts, and discuss emerging trends and technologies reshaping the sector. The event is followed by REBAA’s Annual General Meeting, where new committee members are elected and strategic priorities set for the year ahead.

“Our conference is about upskilling and connection,” says Jennison. “Buyer’s agency can be a solitary profession; we’re all running small businesses. The ability to learn from peers, discuss challenges, and share resources is invaluable.”

Adapting to a Changing Industry

The buyer’s-agency profession is undergoing significant change as technology and data analytics transform how Australians purchase property.

“We’re now seeing two broad models emerge,” Jennison explains. “Local-area specialists who rely on deep geographic knowledge, and what we call borderless buyer’s agents who operate nationally, often leveraging AI-driven data and predictive analytics.”

While this shift expands opportunities, it also creates new challenges for consumers trying to assess service quality. REBAA plays a crucial role in helping the public understand these distinctions and in ensuring that professional standards keep pace with innovation.

Evolving Buyer Behaviour

With housing affordability pressures, tight timeframes, and information overload, more Australians are turning to professionals to help them navigate the buying process.

“As we become more time-poor, people want guidance,” says Jennison. “They look to buyer’s agents to save time, reduce risk, and provide clarity amid the noise.”

She points out that today’s buyers often face “analysis paralysis.”

“There’s so much information—market data, online listings, selling-agent advice—that people struggle to make sense of it. Our role is to interpret that information objectively, assess value, and guide clients confidently through negotiations and due diligence.”

Because every purchase involves significant financial stakes, REBAA members emphasize de-risking the process through thorough research and transparent client communication.

Continuous Professional Development

Professional development is central to REBAA’s mission.

The association’s webinars focus on everything from legislative updates and property appraisal methods to business management and marketing.

The annual conference delves into emerging technologies, including the use of AI for property research and digital-first client engagement.

“Our world has become increasingly digital,” Jennison says. “We help members adapt their operations, integrate technology responsibly, and continue serving clients in ways that align with best practice.”

Strategic Priorities: Growth with Integrity

Looking ahead, REBAA’s strategic plan centers on sustainable membership growth without compromising standards.

At the same time, advocacy remains a top priority—particularly around education pathways and regulatory reform.

“Right now, there’s limited training available for those who want to become buyer’s agents,” Jennison notes. “We’re working closely with the Real Estate Institutes in each state to create state-based training courses that ensure agents have the knowledge and legislative understanding needed to represent clients properly.”

Because real estate is regulated at a state level, REBAA sees risks emerging as more “borderless” agents operate across jurisdictions without fully grasping local laws. Strengthening education and oversight will help mitigate that risk.

A Volunteer-Driven Organization

Unlike many professional bodies, REBAA is entirely volunteer-run.
The Executive Committee comprises four volunteers, all active buyer’s-agency business owners, supported by state representatives nationwide and minimal part-time help for administration and social media.

“It’s a huge workload for volunteers,” Jennison admits, “but it means the association is run by people who live and breathe this profession every day.”

This structure ensures decisions remain member-centric and grounded in real-world experience.

Ethics and Integrity Above All

If there’s one message Jennison wants the public to hear, it’s that ethics and exclusivity are non-negotiable for REBAA members.

“All members commit to the highest standards of ethical conduct,” she stresses. “Unfortunately, real estate still suffers from a reputation for being deal-driven. We’re working to change that narrative.”

Every member must adhere to REBAA’s Code of Conduct, hold valid state licences in every jurisdiction they operate within, and maintain professional-indemnity insurance—a key safeguard for consumers that not all operators in the wider market carry.

Equally important is exclusive client representation.

“Our members represent one client at a time for a particular brief,” Jennison explains. “If two clients are searching for the same thing in the same area, that’s a conflict of interest. We won’t take on a client with the same brief as another, until we’ve completed the engagement for the first client. That exclusivity is part of what sets REBAA members apart.”

Upholding Standards in a Lightly Regulated Space

While buyer’s agents fall under each state’s Office of Fair Trading, regulatory oversight remains inconsistent. REBAA fills that gap by holding its members to stricter internal benchmarks.

“It’s still difficult for consumers to tell the difference between compliant, ethical operators and others,” says Jennison. “That’s why REBAA’s screening and auditing processes are so important. We verify licences, ensure compliance, and only accept those who meet our standards.”

The association also serves as a go-to directory for consumers seeking credible professionals. The REBAA website allows visitors to search by state or local-government area, making it easier to find qualified advocates near them.

“We always tell consumers: talk to several buyer’s agents, but start with the REBAA directory,” Jennison advises. “It’s the simplest way to ensure you’re working with someone reputable and insured.”

Looking to the Future

As the buyer’s-agency sector matures, REBAA’s role as a guardian of professionalism will only grow. The association continues to expand its educational offerings, advocate for stronger licensing frameworks, and raise public awareness about the value of independent buyer representation.

“Our purpose is simple,” Jennison concludes. “We exist to raise the bar. We want every consumer who engages a buyer’s agent to have a positive experience and complete confidence that their interests are being protected.”

With a clear ethical compass, a dedicated volunteer leadership team, and a growing community of members committed to excellence, the Real Estate Buyers Agents Association of Australia stands as a cornerstone of integrity within the nation’s property market—a trusted voice ensuring that those who buy property are as professionally represented as those who sell it.

AT A GLANCE:

Name:Real Estate Buyers Agents Association of Australia (REBAA)
What: The trusted voice for the buyer-agency segment of the real estate field

Where: New South Wales, Australia

Website: www.rebaa.com.au
Email: info@rebaa.com.au