This significant change marks the culmination of eight years of exceptional growth, reflecting the group’s evolving vision and commitment to providing unparalleled property services to the communities they operate in.
Since its inception, the Lifestyle Group has experienced remarkable growth, expanding its footprint and reinforcing its reputation as a trusted real estate partner.
With a dedicated team of professionals and a focus on exceptional client experiences, the company has consistently set new benchmarks in the industry.
The rebranding initiative represents a fresh, dynamic chapter in the Lifestyle Group’s journey, reinforcing its continued commitment to offering outstanding experiences in real estate.
With a 200+ workforce and 21 office locations now unified under a bold new identity, the group will continue to offer the same high standard of service that clients have come to expect over the years.
With over 8,000 properties under management, 500 holiday managements and transacting over 1,100 sales totalling $830m in 2024, the exponential growth of the business has shaped a new and fresh way forward.
CEO & Founder, David Gray, expressed his excitement about the rebrand, stating, “This is a celebration of the growth and transformation that the Lifestyle Group has undergone over the past eight years.
As we enter this new chapter, we remain committed to our core values of embracing change, a growth mindset, a relationship focus, and thriving on energy.
Our clients have always been at the heart of everything we do, and we are deeply grateful for their ongoing loyalty. We look forward to continuing to work with them and to making an even greater impact in the communities we serve.”
Jonathan Maggs, Lifestyle’s Head of Brand & Client Experience, shared his enthusiasm about the rebrand’s significance, adding,
“Our refreshed brand identity represents more than just a new look – it’s a reflection of our journey and our unwavering commitment to our clients.
The new brand direction is designed to better connect with the diverse communities across our footprint while reinforcing the exceptional, personalised service that the Lifestyle Group is known for.
We’re excited to continue building relationships with our clients and strengthening our presence as a trusted partner in their real estate journey.”
David Gray also remarked about the group’s exit from one of Australia’s oldest real estate brands “Elders have been accommodating and professional in our parting of ways, and I wish them every success.
I think there has been somewhat of an unspoken understanding for a while now that we were rapidly growing to a size that no longer fit operating in a franchise model.
As the Lifestyle Group evolved, it became clear that the time had come for us to establish our own identity. Our growth required something more unique — something that was distinctly ours”
The Lifestyle journey began with the acquisition of Elders Port Macquarie in 2017 – now the group’s headquarters – with this purchase including Elders Wauchope.
In 2018, Dave added Elders Crescent Head, marking the beginning of what would soon be known as the “Elders Lifestyle Group.”
Over the years, the group expanded across the Mid North Coast and Northern NSW, acquiring additional Elders offices in Forster, Evans Head, and Grafton, along with three locations each in Camden Haven and the Macleay Valley.
More recent acquisitions included Ballina and Lismore.
Many other independent and franchise offices were rebranded as Elders Lifestyle Group, further strengthening their presence in the region.
He noted “I’ve also picked up some great businesses managing holiday properties in some of the most unbelievable seaside spots like Wooli, Yamba and Brunswick Heads, complimenting our real estate business.
At times it has posed a few ‘square peg, round hole’ moments under the framework of a franchise model, but we’ve stayed true to our brand, succeeded and grown across some amazing parts of this region.
As a group, we’re so lucky to live and work in some of the best places on earth”
Jonathan Maggs commented “as a CEO, Dave has a level of dedication to his team and their own personal successes that I’ve not seen in my thirty year career, investing heavily in their personal and professional development.
I’ve worked on the periphery with Dave since the inception of the Lifestyle Group – initially as a design consultant to ensure the front of house and workspaces of his offices had a consistency as they came onboard – and his passion for his brand and his people was clear to me from the start.
He asked me to join his leadership team as Head of Brand & Client Experience a year ago to help make his dream of a Lifestyle brand a reality”.
He noted that after nearly twenty years also leading marketing and integrating acquisitions for one of the world’s largest tech companies, IBM, this transformation has been a “most beautiful coming of age” for Dave’s brand.
“We are incredibly grateful for the unwavering support we’ve received over the past eight years,” said Dave.
“This rebrand is a testament to the growth and success we’ve achieved together with our clients, and we look forward to continuing our pledge to serve these wonderful communities with the same passion, dedication and expertise that has always defined our brand.”
The rebranding will include elegantly refreshed signage, innovative new marketing technology and a significantly reinvigorated digital presence.
Clients can continue to expect the same level of personalised service and professionalism that has made the Lifestyle Group a trusted leader in real estate.
For more information about the rebrand and the services offered by Lifestyle Group, visit lifestylegroup.com.au or contact your local Lifestyle office.
