"Being a Lead Agent is not about being exclusive. It's the opposite.
It's about building the relationships, team alignment, and shared discipline that keep Shayher's vision intact and the project protected, while enabling every approved agency to perform at their best within one clear framework.
Relationships sit at the centre of a high performing sales network, and we will support Shayher in strengthening existing partnerships and forming new ones across all approved agencies through in person collaboration, shared briefings, and ongoing feedback meetings, keeping everyone aligned to one vision and one consistent standard."
Thank you for allowing MSL Property Group to present our full lead agent structure, along with our interactive sales command and technology platform.
Melinda Allamby
Founder & CEO
Strategic Authority
Shayher Group
Retains complete strategic control, setting the vision, approving the strategy, and making every final decision — while strengthening existing relationships and forming new ones across the sales network to ensure the project stays aligned, protected, and consistently executed.
Final Pricing Authority
Approves all pricing strategies, release pricing, and any price adjustments across the program
Release Approval
Decides when stages are released, which lots and apartments enter the market, and release sequencing
Strategic Vision
Sets the overarching project vision, brand positioning, and quality benchmarks for Bulimba Barracks
Full Visibility
Real-time access to every dashboard, report, and data point via the MSL Command Centre at all times
Brand Governance
Final approval on all marketing materials, brand expressions, and public-facing communications
Board Reporting
Receives consolidated weekly reports, board-ready exports, and on-demand analytics from a single source
Contract Oversight
Reviews and approves contract terms, settlement conditions, and any special conditions on sales
Agent Appointment
Retains right to approve or decline any sub-agent recommended by the Lead Agent
Direction & Approval
Operational Accountability
MSL Property Group
One Coordinated Framework
Provides one complete sales structure for Shayher, while coordinating and strengthening relationships across multiple approved agency networks. MSL aligns strategy, buyer management, brand consistency, and reporting under one clear framework—so every agency performs together with consistency, momentum, and shared accountability.
Price Stewardship
Manages pricing strategy, price lists, and ensures all agents quote approved pricing
Agent Coordination
Recruits, onboards, and manages all sub-agents. Single point of contact for the developer
Unified CRM & Database
One centralised system for all enquiries. No data silos, no lost leads
Brand Custodianship
Controls brand integrity, collateral, and presentation standards across all agents
Contract Management
End-to-end contract process from EOI to settlement, alongside SiaSia
Relationship Building
Facilitates meetings between Shayher, MSL, and network agents to strengthen relationships
Real-Time Reporting
Consolidated reporting via Command Centres — pipeline, inventory, pricing, and performance
Sales Strategy & Execution
Go-to-market strategy, release sequencing, and conversion framework for each stage
Marketing & Campaigns
Exclusive control of all marketing channels — REA, Domain, social media, digital, print, events, and PR
Buyer Lead Management
All enquiries received, qualified, and registered centrally. Allocated to prevent duplication
Sales Network Advertising Guidelines
Network agents promote via own channels using approved materials, imagery, and brand guidelines
Display Suite Operations
Operates the on-site display suite, buyer appointments, and presentations
Inventory & Allocation Control
Real-time inventory, lot allocation, and hold requests. No double-selling
Construction & Settlement Updates
Ongoing construction and settlement updates to all contracted buyers
Sales Network
Sales Network Agent
Local
Leverage established local buyer relationships
Introduce qualified buyers from their database
Conduct inspections and buyer presentations
Sales Network Agent
Network
Leverage broader agency referral networks and cross-office databases
Introduce buyers through multi-office brand reach
Extend exposure through corporate and franchise channels
Sales Network Agent
Expanded
Target buyers in adjacent suburbs beyond the precinct
Leverage local market knowledge across a wider catchment
Convert owner-occupier interest from neighbouring communities
Sales Network Agent
Investment
Access established investor and buyer's agent networks
Introduce investment-focused, SMSF, and yield-driven buyers
Provide return analysis and investment positioning
Access international buyer networks and offshore channels
Introduce qualified international and expat buyers
Navigate cross-border purchasing requirements
All Sales Network Agents Operate Under These Standards
Present all EOIs to Lead Agent for processing
Adhere to MSL’s pricing authority at all times
Follow MSL’s brand guidelines and use only approved marketing materials
Provide weekly activity reporting to Lead Agent
Nurture and maintain buyer relationships throughout the sales and settlement journey
Access the Sales Command Centre, reporting tools, and Marketing Asset Vault
The Contract Journey
From EOI to Settlement
You've already experienced over many years how MSL Property Group delivers a seamless contract process. With established relationships alongside your legal team, we ensure every step is handled with concise communication, precise detail, and disciplined follow-through — a clear, structured process where each sale is managed with transparency and full accountability from contract to settlement.
1
Sales Network & Lead Agent
Buyer Qualification
Sales Network agents and the Lead Agent each identify, qualify, and nurture their own individual buyers through inspections, presentations, and ongoing relationship building
2
Sales Network
EOI Submitted
Sales Network agent submits the Expression of Interest to the Lead Agent through the centralised system
3
Lead Agent
EOI Reviewed & Presented
MSL reviews the EOI for completeness and pricing compliance, then submits to Shayher Group for approval
4
Developer
Developer Approval
Shayher Group reviews and approves the EOI, confirming pricing, terms, and any special conditions
5
Lead Agent + SiaSia
Contract Preparation
MSL prepares the contract working alongside SiaSia (Shayher Group's legal team) and delivers to the buyer for execution
6
Lead Agent
Exchange & Unconditional
MSL manages the contract exchange, monitors the cooling-off period, and tracks the contract through to unconditional status
7
Lead Agent
Construction Updates & Settlement
MSL provides ongoing construction progress and settlement updates to both the buyer and their Sales Network agent, ensuring everyone remains informed through to completion
8
Lead Agent → SiaSia
Tax Invoice & Settlement Preparation
MSL issues a tax invoice to Shayher Group c/- SiaSia for the agreed commission and any applicable overrider fee. Settlement occurs and release order directions are received from SiaSia to the Lead Agent
9
Lead Agent → Sales Network
Settlement Confirmation
MSL formally advises the Sales Network agent that settlement has been completed. The Sales Network agent informs their buyer and maintains the relationship through handover
10
Lead Agent · PEXA
Commission Payment & Distribution
Commission fees are paid upon settlement via PEXA to the Lead Agent. MSL then pays the Sales Network agent their agreed commission fee, whilst the Lead Agent retains the overrider fee
The Sales Network Agent Maintains Their Buyer Relationship at All Times
From the moment they introduce their buyer through to final settlement, the Sales Network agent is kept informed at every stage and continues to be the buyer's primary point of contact. The Lead Agent supports this relationship — it does not replace it.
Sales Network Agent — Throughout the Journey
The Sales Network agent receives updates at every milestone — EOI acknowledgement, developer approval confirmation, contract issuance, exchange confirmation, construction progress updates, and settlement scheduling. They remain the buyer's trusted advisor and the face of the relationship from first handshake to key handover.
The Formal Relationship
How the Appointments Are Structured
A clear chain of formal agreements ensures accountability, authority, and compliance at every level of the sales program. Shayher Group appoints MSL Property Group as Lead Agent through a formal Form 6 agreement, establishing a direct contractual relationship that gives the developer full strategic authority and approval rights. MSL then coordinates all Sales Network appointments on Shayher's behalf — each sub-agency appointment requires prior approval from Shayher Group, ensuring the developer retains complete oversight of who represents the project at every level.
Shayher Group
MSL Property Group
Sales Network Agent
Local
Sales Network Agent
Network
Sales Network Agent
Expanded
Sales Network Agent
Investment
Sales Network Agent
Interstate
Sales Network Agent
International
MSL Property Group manages the cohesion, compliance, administration, and reporting of the broad sales network. Whilst Shayher Group retains agency relationships.
Centralised Asset Control
The Vault
One secure, centralised dashboard where every marketing asset, project document, and individual lot file is stored, managed, and distributed to all agents. No scattered folders. No outdated materials. One source of truth.
Pillar One
Marketing & Brand
Complete marketing collateral and brand assets — ensuring every agent presents Bulimba Barracks consistently and at the highest standard.
Brand Guidelines & Style Guide
Project Storyline & Key Messaging
Professional Photography Library
Video Content & Walkthroughs
Drone & Aerial Imagery
Renders & CGI Visualisations
Brochures & Printed Collateral
Social Media Asset Packs
Email Marketing Templates
Digital Advertising Creative
Signage & Hoarding Artwork
Display Suite Materials
Pillar Two
Project Documents
All critical project documents and contract collateral — a comprehensive library supporting the entire sales and settlement process.
Master Site Plans & Precinct Maps
Approved Subdivision Plans
Staging & Release Plans
Expression of Interest Templates
Draft Contracts of Sale
Draft Body Corporate Records
Community Management Statements
Disclosure Statements
Covenant & Building Guidelines
Heritage & Planning Information
Infrastructure & Services Plans
Sunset Date Schedules
Pillar Three
Individual Lot & Apartment Assets
Every lot and apartment has its own dedicated folder within The Vault — containing all assets an agent needs to present and sell that specific product.
Individual Site Plans
Floor Plans & Layout Drawings
Survey Plans
Title Information & Searches
Lot-Specific Photography
Aspect & Orientation Details
Pricing Sheets & Specifications
Building Envelope Diagrams
Site PlanSurvey PlanFloor PlanTitle SearchLot PhotographyBuilding EnvelopePricing SheetCovenant Summary
Controlled Access — Right People, Right Assets
The Vault is managed and maintained exclusively by the Lead Agent. Shayher Group has full visibility at all times. Sales Network agents access only the assets relevant to their appointment, ensuring brand consistency and document control across the entire program.
Shayher GroupLead AgentSales Network
The Vault eliminates the single biggest operational risk in multi-agent programs: outdated, inconsistent, or missing collateral. Every agent accesses the same current materials, every document is version-controlled, and every asset is available on demand — no chasing, no delays, no risk of an agent presenting the wrong information to a buyer.
The Commercial Framework
Commission Structure
A transparent framework that rewards contribution and ensures the Lead Agent's coordination, reporting, and contract management is fairly recognised.
Scenario One
Lead Agent Direct Sale
MSL Property Group introduces the buyer, manages the sale, and completes the transaction from enquiry through to settlement.
MSL Property Group
Lead Agent — selling commission
2%+ GST
Total Commission to Developer
2%+ GST
Purpose-Built Dashboards & Command Centres
Interactive Masterplan
Land Sales Command Centre (76 Lots)
Apartment Sales Command Centre (69 Apts)
Marketing Command Centre
Buyer Intelligence Dashboard
Pricing Intelligence & Master Price Lists
Agent Performance Reporting
Construction & Settlement Tracker
Scenario Two
Sales Network Agent Sale
A Sales Network agent introduces the buyer. MSL coordinates the EOI, contract preparation alongside SiaSia, reporting, and settlement journey.
Sales Network Agent
Selling agent — direct sales commission
2%+ GST
MSL Property Group
Lead Agent — overrider fee
1%+ GST
Total Commission to Developer
3%+ GST
The Developer Benefit
What the Lead Agent Frees Up
With multiple agencies involved, the Lead Agent framework streamlines coordination and administration, delivering seamless operational outcomes with full transparency so Shayher's team isn't carrying the day-to-day complexity.
8HRS/WK
Multi-Agent Coordination
Managing 6+ independent agencies, scheduling meetings, aligning strategies, resolving conflicts, and ensuring consistent messaging across all parties
6HRS/WK
Report Collection & Reconciliation
Chasing multiple agents for weekly updates, reconciling different report formats, identifying discrepancies, and compiling a consolidated view
5HRS/WK
EOI & Contract Processing
Receiving EOIs from multiple agents, verifying pricing compliance, coordinating with SiaSia, tracking contract progress from offer to exchange
4HRS/WK
Pricing Management Across Agents
Ensuring every agent quotes approved pricing, tracking unauthorised variations, managing price list updates across all agencies simultaneously
4HRS/WK
CRM & Database Management
Maintaining a centralised buyer database, deduplicating leads across agencies, tracking buyer journeys, preventing data silos and lost enquiries
4HRS/WK
Marketing Coordination
Managing campaign schedules, reviewing agent marketing materials for brand compliance, coordinating social media, events, and digital campaigns
3HRS/WK
Display Suite & Buyer Inspections
Managing display suite operations, scheduling buyer appointments, coordinating access for multiple agencies, maintaining presentation standards
3HRS/WK
Settlement & Buyer Communications
Providing construction updates to contracted buyers, managing settlement timelines, coordinating with legal teams, and tracking settlement milestones
3HRS/WK
Brand Compliance Monitoring
Reviewing agent advertising, social posts, signage, and buyer communications to ensure brand standards are met consistently across all channels
2HRS/WK
Inventory & Allocation Control
Tracking which lots and apartments are available, managing holds and reservations, preventing double-selling across competing agencies
2HRS/WK
Agent Onboarding & Training
Briefing new agents on product, pricing, processes, and brand standards. Ongoing training as new stages release or strategies evolve
2HRS/WK
Conflict Resolution & Quality Control
Resolving disputes between agents over buyers, managing performance issues, addressing buyer complaints, and maintaining service standards
46
Hours Per Week
freed from Shayher Group's team
2,392
Hours Per Year
returned to core development
Shayher Group Team Capacity Recovered
Freed by Lead Agent
Approvals
The Lead Agent model returns the equivalent of 1.15 full-time staff members back to Shayher Group's team — time currently consumed by sales coordination that could be redirected to what Shayher Group does best: developing exceptional projects.
The Financial Case
The Overrider is a cost efficient structure
The Lead Agent model delivers 18 operational functions, 8 command centre dashboards, full contract lifecycle management, multi-channel marketing coordination, buyer lead systems, and asset governance. When you compare the cost of replicating this infrastructure internally against the 1% + GST overrider, the financial case is clear.
Without Lead Agent
Internal Management Cost
Sales Program Manager
Full-time senior role to coordinate 6 agents, pricing, and contract flow
The Lead Agent overrider costs Shayher Group $261,000 less per year than replicating the same functions internally. This accounts for the full operational scope: 18 management functions, 8 real-time dashboards, 10-step contract lifecycle, multi-channel marketing, buyer lead systems, and Sales Network compliance oversight.
$0
8 Command Centres & The Vault to Shayher Group
18
Operational Functions Managed by Lead Agent
$2.1M+
Potential Uplift From Pricing Discipline
2,392+
Hours Returned to Development Team Annually
Estimates based on program assumptions: ~50% of sales via Sales Network agents, 5-year program duration, Brisbane market salary benchmarks. Internal cost estimates include salary, superannuation (11.5%), and overhead (~30%). Scope reflects 18 Lead Agent operational arms including agent coordination, pricing stewardship, brand custodianship, contract management, buyer lead management, advertising guidelines enforcement, inventory control, and construction/settlement updates. Pricing uplift based on MSL's demonstrated 17% suburb price increase at The Hamilton. All figures are indicative and subject to actual sales distribution.
The developer's role does not change. Shayher Group continues to set the vision, approve the strategy, and make every final decision. What changes is that they no longer need to coordinate multiple independent agencies, reconcile conflicting reports, or manage the day-to-day complexity of a multi-agent sales program. That responsibility sits entirely with the Lead Agent.