Simon Cohen on The Gstaad Guy Podcast: How Australia’s Best Buyers Agent Built an Industry From Scratch
Key Takeaways
- Simon Cohen founded Cohen Handler in 2009, pioneering the buyers agent model in Australia
- 79% of properties Cohen Handler purchases for clients are off-market — opportunities buyers can’t find on their own
- International demand for Sydney luxury property is surging, particularly from American and German buyers
- Cohen Handler’s approach is built on transparency and long-term client relationships, not transactional sales
- The firm operates eight offices across Australia, serving everyone from first home buyers to ultra-high-net-worth clients
When Simon Cohen launched Australia’s first buyers agency, Cohen Handler, in 2009, 99.9% of people told him he was crazy. Seventeen years and $12 billion in property later, our founder and CEO sat down with The Gstaad Guy to tell the full story.
The wide-ranging discussion covered everything from how Simon built Cohen Handler into Australia’s leading buyers agency, to the philosophy behind our client-first approach, to why international billionaires are increasingly turning to Sydney as their next property destination.
For anyone considering working with a buyers agent in Sydney, or anywhere in Australia, this conversation is a masterclass in what it really means to have someone in your corner.
From South Africa to Sydney: The Origin Story of Australia’s Best Buyers Agent
Simon’s path into real estate started early. Born in South Africa, his family moved to Australia when he was just two years old, seeking a better life. Real estate ran in the family. His grandmother was a real estate agent in South Africa, and young Simon spent his Sundays sitting in on open homes with her.
He landed a role at one of Sydney’s top real estate offices and quickly became one of the firm’s leading agents. But something didn’t sit right. As Simon explained on the podcast:
“In Australia it was all about the seller. It was never about the buyer. And I just was really perplexed that without the buyer there’s no transaction.”
That realisation changed everything. In 2009, at just 23 years old, Simon launched Cohen Handler in Sydneym Australia’s first dedicated buyers agency. The concept was simple but revolutionary: rather than representing the seller, represent the buyer. Find every opportunity in the marketplace, conduct rigorous due diligence, and negotiate the best possible price.
Today, Cohen Handler is recognised as the best buyers agent in Australia, with eight offices nationwide and over $12 billion in property purchased for clients since inception.
For those unfamiliar with the model, Simon broke it down clearly on the podcast. A buyers agent in Australia does three critical things:
Finds everything that exists in the marketplace. This includes on-market, off-market, pre-market, and post-market opportunities. At Cohen Handler, 79% of the properties we purchase for clients are unadvertised — hidden opportunities that buyers simply cannot access on their own.
Conducts thorough due diligence. Is it a good street? Could your views be impacted by future development? What’s the replacement cost? What will a renovation cost, and what will the property be worth after? Our buyers agents in Sydney, Melbourne, Brisbane, Perth, and across Australia provide the expert analysis that protects our clients from costly mistakes.
Negotiates the lowest possible price. Unlike a traditional selling agent whose commission increases with a higher sale price, a buyers agent’s value is measured by how much they save the client. As Simon put it: “To save them $500,000 is way more valuable to us than to cost them $500,000.”
Whether you are a first home buyer looking for guidance on your first property in Sydney, or a high-net-worth individual seeking a luxury property through a specialist buyers agent, the process is built on the same foundation: find everything, advise honestly, and secure the best deal.
The Luxury Property Buyers Agent: Advising the World’s Most Successful People
One of the most compelling parts of the podcast was Simon’s discussion of working with ultra-high-net-worth clients as a luxury property buyers agent. From negotiating $100 million-plus transactions to being flown around the world to advise on property acquisitions in Sydney, London, New York, and Los Angeles, Simon shared what sets the best buyers apart.
“They know what they want and they make a decision straight away. They don’t play games. They get straight to the point.”
Simon also shared a memorable anecdote about one of his longest-standing clients. One of his clients has purchased more than 20 properties for over the years. When Simon sends him an opportunity, the response is always two words: “Do it.” The result? Properties bought for $3 million now worth $20 million. A $20 million purchase now valued at $120 million.
The lesson for any property buyer, whether at the luxury end or entering the market for the first time: decisive action, informed by expert advice from a trusted buyers agent, consistently delivers the best outcomes.
Why International Buyers Are Choosing Sydney
A particularly timely segment of the conversation focused on why Sydney has become a magnet for international property buyers. Simon revealed that Americans and Germans currently represent his fastest-growing client base, with global billionaires increasingly looking to Australia as a safe, stable place to invest and live.
“If the world was going to end, Australia is where they want to be.”
The appeal of Sydney’s luxury real estate market is hard to overstate. Harbour views, world-class lifestyle, strong capital growth, and. for international buyers coming from the US or Europe, property that can feel like exceptional value by comparison. For anyone looking at the Sydney property market from overseas, working with a buyers agent in Sydney who understands both the local landscape and the needs of international clients is essential.
Cohen Handler’s expertise as a property buyers agent extends across every major Australian market — from the harbourside homes of Sydney to Melbourne’s leafy inner suburbs, Brisbane’s growth corridors, Perth’s coastal lifestyle, and beyond.
Trust, Transparency, and the Cohen Handler Philosophy
Throughout the podcast, one theme kept resurfacing: trust. Simon was candid about the fact that earning trust is at the heart of what makes Cohen Handler the best buyers agency in Australia.
“Total and utter transparency. It’s about not being a salesperson at all. It’s about telling them the truth.”
Simon shared that he regularly tells clients to walk away from properties — even when closing a deal would be in his short-term financial interest. That honesty is what creates clients for life, not just for one transaction. Many of Cohen Handler’s clients have been with the firm for 15 to 20 years, purchasing dozens of properties over that time.
It is an approach that extends across the entire team. When asked what qualities he looks for when building the Cohen Handler team, Simon’s answer was straightforward: knowledge, honesty, and ethics. Those three pillars, combined with genuine passion for real estate, are what make a great buyers agent — and what set Cohen Handler apart in a market that has grown significantly since Simon pioneered it in 2009.
Competition Is a Good Thing
Simon also addressed the wave of new buyers agencies that have emerged in Australia since Cohen Handler created the category. Rather than viewing competition negatively, he sees it as a force for elevation and innovation.
“I could still be educating the market on what a buyers agent was if it wasn’t for these people. They’ve helped me make Australia know that you need a buyers agent when you buy a house.”
That said, being the originator carries a sense of responsibility. As Simon put it, he feels a duty to keep setting the standard — in client experience, in market expertise, and in ethical practice — for the entire industry to follow.
Watch the Full Episode
Simon’s appearance on The Gstaad Guy Podcast is a must-watch for anyone interested in luxury real estate, entrepreneurship, or the Australian property market. Listen on Spotify or watch on YouTube.
Ready to work with Australia’s best buyers agent? Whether you are buying your first home, investing in property, or searching for a luxury residence in Sydney or anywhere in Australia, Cohen Handler’s team of expert buyers agents is here to help. Contact us today] to start the conversation.
About Cohen Handler
>Founded in 2009 by Simon Cohen, Cohen Handler is Australia’s leading buyers agency and the firm that pioneered buyer representation in the Australian property market. With eight offices in Sydney, Melbourne, Brisbane, Perth, Gold Coast, Adelaide, Canberra, and the Sunshine Coast, Cohen Handler has purchased over $12 billion in property for clients ranging from first home buyers to international ultra-high-net-worth individuals. The firm specialises in off-market property sourcing, due diligence, and price negotiation across residential, commercial, and investment property.
People Also Ask
A buyers agent — sometimes called a buyers advocate — is a licensed real estate professional who works exclusively for the buyer, not the seller. While a traditional real estate agent is engaged by the property owner to market and sell a property for the highest possible price, a buyers agent does the opposite: they search for properties on your behalf, provide independent advice, conduct due diligence, and negotiate to secure the lowest price and best terms for you as the buyer.
In Australia, the terms “buyers agent” and “buyers advocate” are used interchangeably. “Buyers agent” is the more common term in New South Wales and Queensland, while “buyers advocate” is more widely used in Victoria. The role, licensing requirements, and obligations are identical regardless of which term is used.
Cohen Handler pioneered the buyers agent model in Australia when Simon Cohen founded the firm in Sydney in 2009. Today, the firm operates as Australia’s leading buyers agency with eight offices nationwide.
Buyers agent fees in Australia typically fall into two structures: a percentage-based commission or a fixed fee. Percentage-based fees generally range from 1.5% to 3% of the purchase price (plus GST), while fixed fees can range from around $10,000 to $30,000 or more depending on the scope of the search and the price bracket of the property.
Most buyers agencies, including Cohen Handler, charge an initial engagement or retainer fee to commence the property search, with the balance payable upon successful purchase. If no purchase is made, the engagement fee covers the work completed to that point.
The key question isn’t how much a buyers agent costs — it’s how much they save you. At Cohen Handler, our negotiation expertise and access to off-market properties regularly saves clients significantly more than our fee. As Simon Cohen noted on the podcast: “To save them $500,000 is way more valuable to us than to cost them $500,000 and get the tiny bit of extra money that you would get on that.”
For most buyers in Sydney, a buyers agent pays for themselves several times over — both in money saved and time reclaimed. A thorough property search in inner Sydney without professional help typically takes 80 to 120 hours across inspections, research, agent conversations, and due diligence. For working professionals, that represents a significant opportunity cost on top of the financial risk of overpaying or buying the wrong property.
A buyers agent in Sydney provides three forms of value that are difficult to replicate on your own. First, access: 79% of the properties Cohen Handler purchases for clients are unadvertised, meaning they never appear on Domain, realestate.com.au, or any public listing platform. These off-market, pre-market, and pocket listings are sourced through our extensive agent network — opportunities most buyers never know exist. Second, expertise: our Sydney-based buyers agents have deep knowledge of comparable sales, street-level nuances, development risks, renovation costs, and replacement values that protect you from overpaying. Third, negotiation: our agents negotiate hundreds of transactions every year, giving them a significant edge over a buyer who negotiates a property purchase once every few years at most.
Whether you are a first home buyer navigating the Sydney market for the first time or a seasoned investor looking for your next acquisition, having a buyers agent in your corner materially improves the outcome.
An off-market property is one that is available for sale but is not publicly advertised on major real estate portals like Domain or realestate.com.au. You may also hear them referred to as pre-market listings, pocket listings, or silent listings. Sellers choose to go off-market for a range of reasons — privacy, discretion, testing the market before a public campaign, or simply because the property is so desirable that mainstream exposure isn’t necessary.
For buyers, off-market properties offer a major advantage: significantly less competition. Without dozens of buyers competing at an open home or auction, you have more time to assess the property properly and negotiate from a position of strength rather than emotion.
The challenge is that off-market properties are, by definition, hard to find on your own. This is one of the primary reasons buyers engage a buyers agent. At Cohen Handler, our network of relationships with selling agents across Australia gives our clients access to opportunities that would otherwise be invisible to them. As Simon explained on The Gstaad Guy Podcast, sourcing these hidden opportunities is the first and most critical part of what a buyers agent does.
First home buyers are often the ones who benefit most from working with a buyers agent — even though many assume the service is only for high-end purchasers. Buying your first property is one of the biggest financial decisions you will ever make, and it’s one you’re making with the least experience. A buyers agent provides the guidance, market knowledge, and negotiation expertise that levels the playing field.
As Simon Cohen shared on the podcast, Cohen Handler works with buyers across the full spectrum — from first home buyers purchasing at $300,000 to ultra-high-net-worth clients acquiring properties worth hundreds of millions. The firm has eight offices across Sydney, Melbourne, Brisbane, Perth, Gold Coast, Adelaide, Canberra, and the Sunshine Coast, meaning there is a local area expert available regardless of where you are looking to buy.
For first home buyers specifically, a buyers agent helps you understand which suburbs and property types offer the best long-term value, avoid common pitfalls like overpaying at auction or buying in a location with hidden development risks, and access opportunities — including off-market stock — that you would not find on your own. As Simon put it: “That first property can be your stepping stone into the next.”
Yes. Cohen Handler regularly assists international buyers looking to purchase property in Australia, and this is one of the fastest-growing segments of the business. On The Gstaad Guy Podcast, Simon Cohen shared that American and German buyers currently represent his largest international client base, with many citing Australia’s stability, safety, lifestyle, and strong capital growth as key motivations.
For international clients, Cohen Handler provides a fully managed end-to-end service. This includes remote property viewings via video walk-through (Zoom or FaceTime), detailed photographic and written assessments, comprehensive due diligence on every shortlisted property, and expert negotiation on your behalf — all without requiring you to be physically present in Australia until you are ready.
The firm’s buyers agents are experienced in working across time zones and understand the unique considerations that international buyers face, including foreign investment review board (FIRB) requirements, currency considerations, and the nuances of purchasing property from overseas.
Whether you are an expat returning to Australia, a global investor seeking to diversify into Sydney’s luxury real estate market, or a high-net-worth individual looking for a lifestyle property on Sydney Harbour, Cohen Handler’s team can guide you through every step of the process.
Cohen Handler was the first dedicated buyers agency in Australia, founded by Simon Cohen in Sydney in 2009. That head start matters — not just for brand recognition, but because it means the firm has more experience, deeper agent relationships, and a longer track record of results than any competitor in the market.
Several things set Cohen Handler apart. Scale: with eight offices across Australia, the firm has local area experts in every major market, from Sydney’s Eastern Suburbs to Melbourne’s inner-city, Brisbane’s growth corridors, and Perth’s coastal lifestyle suburbs. Track record: Cohen Handler has purchased over $10 billion in property for clients since inception. Off-market access: 79% of the firm’s purchases are sourced from unadvertised stock — a direct reflection of the relationships the team has built with selling agents over nearly two decades. Client philosophy: as Simon explained on the podcast, Cohen Handler’s approach is built on total transparency and long-term relationships, not transactional sales. Many clients have been with the firm for 15 to 20 years, purchasing dozens of properties over that time.
The firm also offers services beyond residential buying, including commercial property, investment property, and property management — making it a genuine end-to-end property partner for clients at every stage.
Simon Cohen is the founder and CEO of Cohen Handler, Australia’s leading buyers agency. Born in South Africa, Simon moved to Australia at age two and grew up in Sydney. He entered the real estate industry as a selling agent before identifying a gap in the Australian market: there was no professional representation for buyers.
After spending a year in Los Angeles studying the buyer representation model used in the United States, Simon returned to Sydney and launched Cohen Handler in 2009 at the age of 23. At the time, the concept of a dedicated buyers agent was virtually unknown in Australia — Simon estimates that 99.9% of people told him the idea would never work.
Today, Cohen Handler is Australia’s largest and most recognised buyers agency, and Simon is widely credited with pioneering the buyers agent industry in the country. He personally advises ultra-high-net-worth clients on property acquisitions across Australia and internationally, and is a regular commentator on the Australian property market in media.
Simon’s appearance on The Gstaad Guy Podcast in 2026 marked one of his most in-depth public conversations about his entrepreneurial journey, his philosophy on trust and transparency in business, and the global trends shaping luxury real estate.