Need for speed: The fast-reading property leader reshaping an Aussie legacy

Belinda Connor can speed read more than 500 words a minute, and her rapid rise through the real estate industry has moved just as fast. 

It’s a skill the real estate leader long took for granted until she took a test and realised just how quickly she could process and recall complex information compared to those around her.  

That ability to absorb detail at pace has proven invaluable, as she leads one of Australia’s most well-known real estate businesses.  

In less than a decade, Ms Connor has climbed to the role of general manager of residential real estate and brand at Elders, a 185-year-old company that remains one of the most recognisable property names throughout the country.  

She’s responsible for a vast national network of almost 300 real estate offices and tasked with repositioning the legacy brand for the future while holding onto the core values that have served them well.  

“I didn’t start in real estate at 17 like a lot of people,” Ms Connor told realestate.com.au.  

“I came from outside of the industry, working in sales, marketing and strategy, and I think that’s shaped how I lead and where I’ve been able to take the business.” 

How it started  

Born and raised in Adelaide, Ms Connor began her career far from the real estate sector.  

She initially studied psychology at university before pivoting to marketing and business.  

After graduating, she worked at Foxtel before taking on senior roles at Wendy’s and the South Australian Chamber of Commerce. 

It was during her postgraduate studies that she was introduced to Elders by a former classmate, and it led to her joining the Elders real estate division in 2016. 

Today, Ms Connor is leading an ambitious growth agenda, as Elders plans to expand into more than 100 new geographic markets over the next few years, including regional towns and cities. 

“We’re incredibly well known in regional Australia, we’ve taken out ‘most trusted brand’ three years in a row,” she said.  

“But we’re also investing in metro markets where there’s real opportunity to grow, and that balance is core to our strategy.” 

The Elders story  

Elders was founded in 1839 and has been deeply embedded in the Australian agricultural and property landscape.  

But Ms Connor has been helping reposition the brand as a fully modern real estate business that combines local knowledge with national scale, and tradition with technology. 

“When you’re charged with growing a legacy brand, your job isn’t to reinvent it from scratch,” Ms Connor said.  

“It’s about keeping what makes it trusted and evolving how that shows up for modern consumers.” 

Ms Connor is modernising both the brand and its operations by integrating AI tools across marketing and digital, helping teams work smarter while freeing up time for strategy and creativity. 

With a hybrid model of franchise and company-owned offices, Elders is well placed to pilot innovations at scale, which will be an advantage as rising costs and compliance pressures push more independents to seek the support of larger networks. 

Growing their sizeable rent roll and expanding their commercial property division are also priorities for the business.  

Despite her focus on speed and scale, Ms Connor said the company’s culture remains its strongest asset.  

“The most rewarding part of my role is working with people to achieve amazing results,” she said.  

“There’s something special about Elders and you feel it in the loyalty. We’ve got people who’ve been here 30, 40, 50 years.”  

Giving back 

That commitment to people extends well beyond Elders’ own workforce, and giving back has been built into the company’s identity at both a local and national level.  

Elders contributes more than $3 million annually to community initiatives, including its flagship Elders Community Giving Program, which funds grassroots organisations across rural and regional Australia.  

Projects range from mental health support and youth education programs to sporting club upgrades and regional infrastructure.  

The company also plays a critical role during times of crisis by funding drought relief programs, flood recovery efforts, and agricultural resilience initiatives.  

One of its most visible contributions is its support of the Royal Flying Doctor Service.  

Elders not only contributes funds to the service but sponsors a dedicated aircraft called the ‘Elders Whisky’ plane, which helps deliver emergency healthcare to some of the most remote parts of the country.  

“We live and work in the communities we serve, and we back that up with real support,” Ms Connor said.  

“Whether it’s a natural disaster or just a local group that needs help, we see it as part of our responsibility.” 

On the road  

Away from work, Ms Connor values time spent with her husband and their two children, aged nine and eleven.  

Their favourite way to unwind has been hitching up the caravan and hitting the road.  

One of their most memorable adventures on the road was in 2022, when the family travelled from Adelaide to rural Northern Territory and Western Australia, seeing iconic locations like the Kimberley and Pilbara regions. 

They tackled the Gibb River Road – a 650km stretch of red dirt, river crossings and epic outback scenery.  

“It was the best trip we’ve ever done,” she said.  

“We were totally off-grid, there was no signal, no emails, no distractions. It gave us space to think, reconnect, and really appreciate this country.” 

The caravan has since become a regular fixture in family life, with weekend escapes and school holiday road trips providing a much-needed counterbalance to Ms Connor’s fast-paced corporate life.  

“When you’re immersed in leadership, strategy and technology, it’s so important to unplug now and then because that’s when clarity comes,” she said.  

As for what’s next, Ms Connor is focused on accelerating Elders’ presence in growth corridors, strengthening the company’s commercial capabilities, and more.  

But she’s equally focused on keeping the business anchored to its core values. 

“There’s a long line of people who’ve come before me and there’ll be people who come after me,” she said.  

“Our job is to move Elders forward, to grow with purpose, and to make sure we never lose sight of who we are. That’s what legacy leadership means to me.”  

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