The PropSquad method
A different approach to property marketing, built on advocacy, trust and the power of community.
For decades, property marketing has relied heavily on advertising to attract buyers.
While advertising remains important, the way people make decisions has changed.
Today, buyers are influenced by recommendations, lived experiences and trusted networks. They want to hear from people who know the community, not just the project.
The PropSquad Method explores how advocacy can become a meaningful part of the marketing mix, creating value for developers, residents and future purchasers alike.
Why advocacy matters
The most powerful marketing often comes from people who genuinely believe in where they live.
Residents talk to friends, family, colleagues and neighbours every day. They share experiences, answer questions and influence decisions in ways traditional advertising cannot.
Rather than leaving those conversations to chance, the PropSquad Method creates a structured way to recognise, support and reward advocacy.
It is not about turning residents into salespeople. It is about creating opportunities for genuine recommendations to be acknowledged and measured.
Turning advocacy into action
PropSquad is an affiliate marketing platform designed specifically for the property industry.
Co-founded by Judi Carr and Monika Pilekic, the platform enables developers and builders to connect with residents, advocates and supporters through transparent, trackable referral programs.
The result is a model that strengthens community engagement while creating new pathways for lead generation and sales.
Reward Loop at Woodlea
The first PropSquad program was launched at Woodlea through Reward Loop, a referral initiative designed to encourage authentic advocacy within the community.
The program provides residents and supporters with a simple way to share their experiences, while giving developers greater visibility into how referrals contribute to project outcomes.
Reward Loop demonstrated how trusted community voices can complement traditional marketing channels and strengthen project performance.
The principles behind the method
People are more likely to act on recommendations from those they know and trust.
Trust over promotion
Residents are often a project's strongest advocates when they are given the opportunity to participate.
Community as an asset
Transparency matters
Referral activity should be measurable, accountable and easy to understand.
Strong advocacy creates value for developers, residents and future buyers.
Better outcomes for everyone
Related perspectives
Affiliate marketing is shifting from a tactical performance channel into a far more central role within the modern marketing mix.
Affiliate marketing is growing up – property can’t afford to lag behind
Property marketers are increasingly turning to affiliate marketing to expand reach, generate high-quality leads and grow revenue in a measurable, performance-driven way.
Why affiliate marketing is the next big growth engine for property brands in 2026
The global creator economy is projected to approach $500 billion by 2027, with influencer marketing spend alone expected to exceed $40 billion in 2026.
Why performance-based partnerships are reshaping property marketing
Gen Z is now shaping how Australia consumes media. Their preferences for short-form content, decentralised influence and peer-driven discovery aren’t fringe behaviours.
What Gen Z is telling the property industry and why it matters more than you think