Australian Broker is back with the Spotlight Series. Today we're shining a spotlight on Julian Fadini, founder of Sydney-based property investment advisory Prpty360. Drawing on the grit instilled by his migrant parents and a formative stint in the banking sector, Fadini set out to build a firm that puts integrity and strategy at the heart of property investment.
Prpty360 now helps everyday Australians grow their wealth through data-backed, East Coast residential investments, offering something rare in a crowded market: honest, strategy-led advice with a personal touch.
"We don't try to be everything to everyone," Fadini said.
Australian Broker sat down with him to unpack the secrets behind his success, his take on current market trends, and what’s next for Prpty360.
The following interview has been edited for grammar and clarity.
AB: Tell us a little bit about yourself? What is your background? How did you get into the game?
JF: I'm a Canberra boy, born and raised. My parents were migrants; dad from Italy, mom from Ukraine. They started out in public housing before using property to get ahead. That really shaped my understanding of how real estate can change lives. My dad was a plumber; his dad was a plumber. I am one of two boys – and my brother is a plumber. I spent my school holidays working on the family business. Those cold Canberra mornings, breaking frozen ground, really instilled that work ethic in me.
I got my start in the banks, working in their wealth divisions. But what I saw there was pretty soul-destroying. The culture was toxic: all about sales targets and flogging junk products to clients. Meanwhile, I'm watching the Australian property market absolutely smashing it in terms of returns. That was my lightbulb moment, seeing the disconnect between what banks were pushing and what was actually creating wealth for people.
AB: What made you decide to start your own firm?
JF: After seeing so much client dissatisfaction and bad behaviour in the banks – issues that later got addressed by the Banking Royal Commission – I knew there had to be a better way. I wanted to apply that family restaurant level of service, where customers were gold. But [also], actually deliver a product that genuinely helped people build wealth.
The concept was simple: win-win outcomes where my clients benefit from spending time with me, and inevitably, that creates a sustainable business built on trust and referrals.
AB: Where is your company's geographic focus? And how is Sydney's property market different from other parts of Australia? What are some of the challenges you've faced in Sydney that are maybe not present in other parts of Australia?
JF: We're East Coast-focused. That's our specialty. We don't try to be everything to everyone. Sydney's got its own unique challenges. It's becoming increasingly difficult for young families to get their foot on the property ladder. They simply can't save at the same pace the market's moving. What we're seeing is massive outflows of young people fleeing Sydney in numbers we've never seen before. It's just too expensive. That's creating opportunities in other lifestyle locations where people can actually afford to live and raise families.
AB: Who is your client base?
JF: Primarily residential investors. Though we do work with some clients securing development sites and opportunities. Our sweet spot is everyday Australians: C-level professionals, self-employed, even prominent athletes who want to make their money work harder. What they all have in common is that they want properties with sharp, early uplift, long-term growth and strong yields.
AB: Where do you see the current opportunities in the market?
JF: Queensland has been a standout for us. Places like the Sunshine Coast, Gold Coast hinterland, Hervey Bay and up around Cairns. These areas tick all our boxes: proximity to water, lifestyle appeal, infrastructure investment and they're still affordable compared to Sydney and Melbourne.
AB: What are the secrets to our success?
JF: Honestly, it comes down to genuine care and doing your homework. We hold onto every client and want every client to refer us [to others]. It's about understanding that property investment isn't just about the numbers – you're working through people's emotions around money, their fears and their dreams for their family's future. We're not in it for the product flog. We're in it to financially change people's lives forever. That authenticity sets us apart in a crowded market. And we spend thousands of dollars a month on research and data. But more importantly, we get on the ground and talk to local councils, agents and developers.
AB: What is your approach to clients?
JF: We drill down into the dollars and cents and give clients a crystal clear picture of what each property will do for them. We don't just sell properties. We educate clients on their 'why,' so they understand the full strategy. It's about lifting the burden of uncertainty and replacing it with confidence and a clear path forward. The other thing is, we don't treat clients like numbers. They get to know our whole team, and we're available when they need us, day or night.
AB: And what is your approach to working with lenders and brokers?
JF: This is crucial to our model. We operate as a plug-in service for mortgage brokers who don't have property investment, and buyers' agency services in-house. We allow them to write more business while protecting their clients from moving elsewhere for property advice and running the risk of leaving the brokers book. It's built on trust: they need to know we'll look after their clients properly and hand back raving fans. We leverage off each other's skill sets to wrap clients up with the best advice.
AB: What's in the pipeline?
JF: We want to help 2,000 ordinary Australians over the next 10 years achieve financial freedom through our property strategies. We're continuing to build our referral partner network and expand our reach while maintaining that boutique, personal service level.
AB: What trends are you seeing in the market at the moment?
JF: The rent-vest trend is huge. People can't afford to buy where they want to live, so they're renting in expensive areas and investing in affordable growth markets. We're also seeing more sophisticated use of structures like SMSFs for property investment, especially as people realize their super won't be enough for retirement. The other big trend is the flight to lifestyle locations with good infrastructure. People want proximity to water, good schools, transport links, but at prices that don't break the bank.
AB: How do you navigate volatility?
JF: You stick to the fundamentals. We focus on assets that appeal to owner-occupiers, because that's 70% of your market when you need to sell. We're not trying to time the market perfectly. We're buying quality assets in growth corridors and holding for the long term. Our advice to clients is don't get spooked by short-term noise. If you've bought well-located property with good fundamentals, time is your friend.
AB: What's your outlook for the market in 2025 and beyond?
JF: We're seeing strong activity, particularly in our target markets. The fundamentals haven't changed: Australia's severely undersupplied with housing and construction costs are at historic highs. That supply-demand imbalance is only getting worse, which supports our thesis around well-located property near infrastructure and lifestyle amenities.
