PHOTO: Whitefox founder and The Block judge Marty Fox
Marty Fox, founder of Whitefox and a judge on The Block, has defended his agency’s controversial billboard slogan despite criticism from Aussies labeling it “out of touch.” The slogan, prominently displayed around Perth, promotes Whitefox as a real estate agency focused on maximizing home sale prices.
Fox explained to Yahoo Finance that real estate agents have a “duty” to secure the best possible price for their clients.
“Think about it,” Fox said. “If you’re selling your house, would you want to sell it below market value? Of course not. You want the highest price possible.”
He emphasized that Whitefox achieves this through expert marketing, skilled negotiations, and public auctions.
Advocating for Clients Amid Rising Costs
Fox pointed out that the real issue isn’t their slogan but the broader cost-of-living crisis. He noted that not all homeowners are selling their properties to make a profit.
“It’s not always about cashing in,” Fox said. “Many families are forced to sell due to unforeseen circumstances like a marriage breakup or medical issues. These clients need every dollar, and it’s our duty to help them.”
He also highlighted the pressures of inflation, high interest rates, and rising living costs, which are making it harder for everyday Australians.
Public Reaction to the Billboard
The Whitefox billboard sparked a heated debate online. Critics described it as insensitive amid Australia’s ongoing housing affordability crisis.
- “Maybe not the message to be gloating about in the middle of a housing crisis,” one commenter said.
- “I saw this the other day and was shocked. So out of touch,” another added.
However, others defended the campaign, pointing out that it was clearly targeted at home sellers.
- “If you’re selling, of course you want the highest price,” one person noted.
- “Well, the marketing worked—it’s got people talking,” another commented.
Whitefox founder and The Block judge Marty Fox said real estate agents had a “duty” to sell properties for the best price possible. · Source: TikTok/Whitefox
Australia’s Housing Market Trends
Australia’s property market recently saw a slight decline for the first time in nearly two years. CoreLogic data revealed a 0.1% drop in December 2024, bringing the median property value to just under $815,000.
Tim Lawless, CoreLogic’s research director, said the dip reflects affordability constraints and an increase in advertised supply. Despite this, Australian home values rose 4.9% in 2024, adding approximately $38,000 to the median home value.
Final Thoughts
Fox remains unapologetic about the billboard, emphasizing that Whitefox’s priority is helping clients navigate a challenging market.
“In nearly 20 years in real estate, I’ve never had a homeowner ask us to sell their property for cheap,” Fox said.
Whether controversial or clever, Whitefox’s marketing has undeniably succeeded in sparking conversation.
SOURCE: YAHOO