Building Maple Investment Group’s media profile to match its expertise
From strong track record to trusted property voice: how a focused media strategy helped turn a respected advisor into a go-to commentator on investment, lending and housing trends.
The challenge
Maple Investment Group is a Melbourne-based property investment advisory working with first-home buyers and experienced investors.
Founder and CEO Beau Arfi already had strong market knowledge, a solid client track record, and clear views on where the market was heading. What was missing was a public profile that reflected that expertise.
The challenge was to build credibility in a crowded category and make Beau someone journalists would turn to for clear, grounded commentary on property investment, lending strategy, and housing trends.
The strategy
We started with a simple principle: find the market shifts Maple had something useful to say about, then back those perspectives with real client insight.
The first proof point was a story on secondary dwelling reform and the rise of granny flat investment, anchored in Maple’s own client data and paired with a real investor example. That became the blueprint for a broader program spanning tax reform, capital rotation, commercial property, and investor strategy.
From there, we combined proactive story development with fast commentary on the property issues already making news. The aim was to make Beau useful to journalists consistently, not simply put Maple into the media when the company had something to announce.
Story themes included:
- Tax reform and its impact on rental property ownership
- Investor strategy in a higher-rate environment
- Melbourne’s investment appeal and capital rotation
- Commercial property and co-working trends
- Downsizing and superannuation
- Granny flat investment and planning reform
The results
In the first six months, the program secured 39 published media placements with an estimated cumulative reach of more than 100 million.
Coverage appeared across the AFR, The Age, The Sydney Morning Herald, The Australian, realestate.com.au, news.com.au, the Sunday Telegraph, and Ticker TV, alongside leading property trade publications.
More importantly, Beau became an increasingly familiar source for property commentary, with stronger journalist relationships, repeat engagement, and inbound opportunities developing alongside proactive pitching.
What began as a single project in late 2025 has since evolved into an ongoing retained partnership.
Engagement: Hyde & Seek Communications. Scope: media strategy, proactive and reactive commentary, spokesperson briefing, and journalist relations, from late 2025.
Impact
“Hyde & Seek understood what we were trying to build from day one. They didn’t just chase coverage, they helped position me as a credible voice on the issues that matter to our clients. The result has been real: stronger journalist relationships, better quality conversations, and a media profile that genuinely reflects the work we do.”
Beau Arfi Founder and CEO, Maple Investment Group
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