David Edwards is one of the newest real estate leaders on the block, but it comes after forging a career at some of the biggest names in retail.
Mr Edwards was tapped to lead First National Real Estate in April last year, marking his first role in the real estate sector after stints at Myer, Mitre 10 and Forty Winks.
Yet he’s already reshaping one of Australia’s largest networks of independent real estate agents spanning some 210 offices with an ambitious vision and an unwavering focus on people.
With a career spanning corporate giants, franchise-based organisations, and cooperative models, he is no stranger to driving growth and change.
He held senior roles at Myer and Laminex Group early on, but it was his transition to the Fletcher Distribution business, part of the Fletcher Group, that would lead him towards franchise and membership-based organisations.
In 2006, Mr Edwards relocated to New Zealand to lead as the chief executive of Fletcher Distribution, which operates as PlaceMakers.
“I’ve always been drawn to working with entrepreneurial owners who are part of the community,” Mr Edwards said.
“It’s more of a two-way street, where you’re not just managing a corporate structure but working with people who have skin in the game.”
This affinity for membership-based models led him to Mitre 10, where he played a pivotal role in the organisation’s trade strategy and joint ventures.
Then in 2017, he was appointed as chief executive of the bedding giant Forty Winks.
David Edwards joined First National Real Estate in April 2024. Picture: Supplied
The move further boosted his reputation as a leader who could navigate challenging times, steering the franchise through the uncertainties of the pandemic.
Leading First National
In 2024, Mr Edwards was appointed as chief executive of First National Real Estate, a role that has aligned with his passion for working with independent and family-owned businesses.
“First National is one of only two cooperatives in the industry,” Mr Edwards said.
“It’s about working with entrepreneurial owners while developing and strengthening the brand for mutual benefit.”
Mr Edwards was brought on board as a change agent, tasked with professionalising the organisation and driving growth.
One of his first moves was to rebrand the head office as the national support office – a change that may not mean much to outsiders but an important act in demonstrating his commitment to the First National members.
“We’re here to serve the members, who in turn serve their clients,” he said.
“It’s about creating a culture of support rather than a corporatised model.”
People first
At the heart of Mr Edwards’ leadership style is the idea of a servant leader, which reflects the belief in putting people first.
“I place a high value on a people-first mindset,” he said.
“It’s about creating environments where individuals are motivated, can thrive, and form cohesive, highly effective teams.”
This approach has resonated with the First National community, where members value the sense of family and collegiality that the cooperative model provides.
Mr Edwards is proud of his people-first leadership approach. Picture: Supplied
Mr Edwards believes that this sense of belonging is a key differentiator for First National in a fragmented industry.
“Being an independent can be a very lonely existence,” he said.
“What we offer at First National is not just a great value proposition but also a sense of family and a collegiate environment where members are prepared to invest in each other and share in order to grow.”
Beyond the boardroom
While Mr Edwards is focused on his professional role, he also holds a range of interests and passions.
An avid skier, he recently returned from a skiing trip in Japan, where he experienced the thrill of genuine powder snow for the first time.
“I might not look like a typical athlete, but I’m a fair skier,” he said.
“The trip was sensational, they were some of the best conditions I’ve ever skied in.”
In addition to skiing, Mr Edwards is an independent director on the board of the Australian Bedding Stewardship Council, a not-for-profit organisation focused on finding sustainable solutions for mattress disposal.
He is also a golf enthusiast, a gym-goer, and a supporter of the Essendon Football Club.
However, he is quick to point out that his family comes first.
“All of those things run a poor second behind my family and commitment to my two girls and my wife,” he said.
Prior to First National, Mr Edwards worked in key roles at Myer, Mitre 10 and Forty Winks. Picture: Supplied
Stepping into real estate
Mr Edwards’ transition to the real estate industry has been a learning experience, but one he has embraced with enthusiasm.
“I’ve moved from hammers and nails to mattresses to real estate,” he said.
"I’m learning about the industry, but I’m also helping to further professionalise the First National business.”
Mr Edwards has made it a priority to meet with as many members as possible, listening to their needs and understanding the challenges they face.
“The role that real estate agents play in their local communities is massive, and I’m committed to ensuring that First National continues to support them in building strong, viable businesses.”
As Mr Edwards looks to the future, he is focused on creating a sustainable growth strategy for First National.
His vision is not just about expanding the network but also about ensuring that the organisation remains a trusted partner for its members in an increasingly competitive industry.
“We’re trying to create the right growth environment, not for short-term gains but for long-term success,” he said.
“It’s about building a business that has a long and prosperous future.”
For Mr Edwards, it’s not just about the bottom line, it’s about the people who make it all possible.
“At the end of the day, it’s about the members,” he said.
“If we can help them succeed, then we’ve done our job.”
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