Corporate Veteran Leads McGrath’s Next Phase with Launch of Three Northern Sydney Offices

McGrath has expanded its footprint across Sydney with the launch of three premium offices in Manly, Forestville and St Ives, appointing long standing real estate professional Troy Malcolm to lead the next phase of growth in these high demand regions.

After more than twenty three years within the McGrath corporate structure, Malcolm has shifted into localised leadership, marking a significant progression for both his career and the network’s strategic direction.

As one of Australia’s most influential real estate brands continues to evolve, this move reflects the growing importance of hyper local expertise, trusted leadership and modern operating systems in competitive metropolitan markets.

Malcolm’s tenure with McGrath spans more than two decades of market cycles, agent development programs and operational oversight across multiple regions.

His leadership of the Northern Beaches offices over the past four years provided direct insight into the performance potential of the three locations, each offering distinct demographic strengths and long term growth characteristics.

His decision to assume ownership responsibilities was also shaped by deep family ties to the region, spanning more than a century, reinforcing his commitment to guiding these offices through renewed expansion and community alignment.

Transitioning from a corporate environment into localised leadership has introduced new challenges and opportunities. Malcolm now carries full responsibility for operational outcomes, culture development and strategic decision making within the three offices, supported by trusted internal mentors and experienced partners.

This shift reflects an industry wide trend, where seasoned corporate leaders are stepping into local markets to influence performance from the front line and capitalise on the depth of their operational understanding.

A central focus for Malcolm’s leadership will be the delivery of a modern service model built on empathy, transparency, hyper local market knowledge and refined technology adoption.

These attributes have become essential for agents operating in premium suburbs where consumer expectations have increased and transaction decisions rely heavily on clarity, accuracy and trust.

He emphasises the importance of simplifying processes for time poor clients, ensuring that pricing transparency, clear valuation guidance and real time market information are central to every interaction.

This approach not only reduces friction for buyers and sellers but also allows agents to operate at a higher professional standard.

As the real estate industry evolves, Malcolm notes that the modern professional must balance strong analytical capability with emotional intelligence.

Buyers and sellers expect agents to interpret data, anticipate market shifts, communicate proactively and guide them through both the logical and emotional components of decision making.

Continuous education, active mentorship and participation in industry events remain essential to maintaining high performance, particularly in premium markets.

The diverse nature of the three regions presents significant opportunity for growth. Manly remains one of Sydney’s most dynamic coastal markets.

Forestville continues to attract strong family demand supported by block sizes and favourable zoning adjustments. St Ives remains highly aspirational, known for its quality homes, school catchments and community environment.

Across all three areas, accurate appraisals, market transparency and daily communication with sellers will be central to meeting expectations and ensuring competitive positioning.

The launch of these offices reinforces McGrath’s ongoing investment in local leadership and market presence during a period of increased demand, demographic change and heightened competition.

For agents within the network, the structure provides access to leadership with decades of frontline and corporate experience, supported by proven training frameworks and a clear operational vision.