Leading through change: How Professionals navigated rebranding, tech, and team transformations

In this episode of the REB Podcast, editor Liam Garman sits down with Sean Hanneberry, CEO of Professionals, for a candid conversation about leadership, culture, and steering a national network through a once-in-a-generation brand transformation. Hanneberry reflects on leading one of Australia's most recognisable real estate brands through a major rebrand in 2025, unpacking the realities of rolling out change across a vast membership base – and the challenges that inevitably come with it. He shares what it takes to modernise a legacy brand without losing the trust of the people who built it. The discussion explores the tension between innovation and stability, particularly when it comes to proptech adoption. Hanneberry offers a pragmatic view on why not every new solution is worth the disruption, how network leaders should assess risk, and why members should never feel like guinea pigs in the pursuit of progress. Hanneberry also dives deep into leadership within a membership model, revealing how democratic decision-making, playing to people's strengths, and elevating diverse voices can drive cohesion in an industry often dominated by individualism and ego. Did you like this episode? Show your support by rating us or leaving a review on Apple Podcasts (REB Podcast Network) and by liking and following Real Estate Business on social media: Facebook, X and LinkedIn. If you have any questions about what you heard today, any topics of interest you have in mind, or if you'd like to lend a voice to the show, email [email protected] for more insights.