When a career change was in order for Max Direen after decades in the car finance business, he found himself drawn to the Aussie home loans brand.

He did his due diligence and was impressed by founder John Symond’s story and the brand ethos.

So Max [pictured above, centre, front row] joined Aussie as a mobile broker in 2007 and established the Mackay, Queensland, store just two years later.

And while the home loans firm has remained in the same location, Max has scaled up by expanding into neighbouring sites and adding an impressive line-up of brokers to the regional business.

“When I started as a broker I tried to learn as much as I could; knowledge is so important. Once I’d got part of the way there (I’m still learning every day) all I did was clone myself. I have a team of six brokers.”

He brought his skills and expertise to the Aussie brand and harnessed the strengths of the mortgage broking business to grow a successful franchise. Within four years he was an award-winner.

“In 2013 I was nominated and won the Regional Franchise of the Year for Queensland, and went on to win the national award,” he reveals.

Business success depends on a good team

Max was inducted into the John Symond’s Chairman’s Club in 2017, and two years ago joined other top performers in Aussie’s Diamond group. This is part of the Aussie Signature Program which acknowledges the 10 per cent highest performing stores and brokers across the business.

While Max has led the brokerage to success he has only achieved his robust business performance because of his strong team, he points out. 

“I’m very proud of my team, because without them you can’t achieve,” he says.

Max’s wife Kay is an integral part of the team. “The opportunity arose for her to help me out for three months; 12 years later she is still here. She’s now the office manager,” he says.

Their daughter Casey, a former hairdresser now a broker and young mum, joined the family firm six years ago.

“She’s very good with people and that’s important to building this business,” Max says.

Aussie’s friendly, family vibe

As a community-minded small business in a regional town the team creates a friendly and welcoming atmosphere that reflects the national brand.

“The first day I went to the Queensland state office, I noticed the positive family atmosphere. 

“We’re lucky, I still feel the family vibe,” he says. “I really think it’s just the brand and the way that Aussie still operates, it’s about just caring for your clients.

“I just believe we need to look after people who work for us, and our clients,” says Max.

His 16-year-old business (one of more than 110 with a tenure of at least 15 years) stands testament to the strength and longevity of the business model.

Although word-of-mouth has proven highly-successful for expanding this regional business, Max understands the importance of maintaining brand awareness across multiple channels. He supplements the national brand advertising with local area marketing and promotions and has a strong social media presence.

Supporting local community

He came to the brand with a local profile after years in the car business, and continues as an active participant in the local community. The business sponsors a rugby club, is involved in speedway motor cycle racing, and Max encourages brokers and staff to approach him to support their interests, clubs and schools.

“One of my brokers is a part-time pilot and we sponsored an air show,” Max reveals. “We just did a wedding expo and over the years we’ve sponsored motivational speakers from overseas.”

Max and Kay have lived in Mackay for 30 years and are firmly entrenched in the local community. And they are ready for the next stage of development, which may include adding one or two brokers.

Max continues to scale the business; and while retirement is in his long term sights, he’s not ready to step away just yet. He admits he still finds the process of helping people buy a home immensely rewarding,

“It’s a great industry, I just love helping people and seeing the joy in their faces. I really just enjoy the people and what we can do for them, it changes their lives.

“I was 56 when I had a change of industry because I was feeling in a rut. Once I got into Aussie I knew I should have started when the brand set-up. I wish I’d done it 20 or 30 years ago to be honest! It’s cool.”