The Elephant in the Room
The property podcast for the thinking person.

Episodes

Episode 416: What Agents Don’t Want Buyers to See: The Truth About Campaign Histories

In this episode, we pull back the curtain on one of the least transparent parts of Australia’s property market: the sales history of a property and the behaviours hidden inside a sales campaign.

From shifting price guides to agent tactics that manufacture buyer momentum, many Australians are making six- and seven-figure decisions without access to the full picture. This conversation explores what happens when key information is missing — and why that gap so often leaves buyers confused and overextended.

We’re joined by Henry Peterson, co-founder and CEO of Homer, a proptech platform designed to surface the Australian real estate data buyers rarely get to see. Henry breaks down what actually sits behind a listing, including property campaign history data, failed auction campaign data, withdrawn listings, and price guide changes. By unpacking how property price listing history and campaign timelines influence perception, he shows why understanding the sales history of a property is essential to making sense of value — especially in markets shaped by complex real estate pricing strategies.

The discussion also tackles the structural drivers behind property underquoting in Australia, why buyers keep chasing properties that were never realistically in budget, and how state regulators are responding to ongoing transparency issues. We explore common questions buyers ask — from what does guide price mean when buying a property to how do I find the sales history of a property — and why relying on surface-level listings or generic property tools often leads to poor outcomes. While data in real estate has become more accessible, Henry explains why context matters just as much as volume.

Whether you’re buying for the first time, returning to the market after a break, or advising clients professionally, this episode gives you a clearer framework for reading between the lines.

By learning how to interpret property price guides in Australia, spot misleading patterns, and assess a property beyond what’s advertised, you’ll be better equipped to navigate the real market — not the curated version presented online. This is essential listening for anyone tired of feeling outplayed.

Episode Highlights:

00:00 — Introduction to the Hidden World of Property Market

01:28 — Meet Henry Pedersen: Co-founder and CEO of Homer

02:05 — The Birth of Homer: A Personal Journey

02:50 — How Homer Provides Transparency in Property Data

04:11 — Challenges and Insights in Property Data

05:13 — The Role of Historical Data in Property Decisions

06:39 — Navigating the Property Market with Homer's Tools

12:23 — User Experience and Adoption of Homer

14:06 — Future Developments and Features of Homer

20:07 — Queensland's Unique Real Estate Law

22:03 — Challenges of Property Valuation

23:27 — Agent Behavior and Market Strategies

25:04 — Leveraging Data for Better Decisions

33:44 — AI in Real Estate

35:38 — Property Dumbo Stories

38:14 — Conclusion and Final Thoughts

About the Guest

Henry Pedersen is the Co-Founder and CEO of Homer, a fast-growing proptech platform built to give Australian buyers real visibility into sales campaigns — including the data traditionally kept out of sight. With a background in data, growth strategy, and scaling marketplace businesses globally, Henry brings an outside-the-industry lens to one of real estate’s most persistent problems: information asymmetry.

Prior to joining Homer, Henry worked in international markets building large-scale automotive data platforms, helping bring structure and transparency to vehicle marketplaces across Australia and the UK. His personal experience navigating Sydney’s overheated 2021 market led him to confront the frustrations buyers face: shifting price guides, opaque campaign histories, and the sheer workload required to track property activity manually.

At Homer, Henry focuses on surfacing patterns in agent behaviour, guide-to-sale accuracy, campaign timelines, and other hidden indicators that shape buyer outcomes. His mission is simple: equip everyday Australians with the information professionals use — without the guesswork. Henry is part of a growing wave of innovators pushing for a more transparent, data-driven property market.

Resources:

Chris Bates