Buri Son portrait
Buri Son · eXp Realty · Adelaide

Real estate isn't aboutselling homes.It's about engineeringthe right campaign.

A methodical, cinematic approach to Adelaide property — where presentation, strategy, and buyer psychology combine to produce results other agents can't repeat.

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Buri Son
02The story

A short introduction — because vendors deserve to know who is running their campaign, not just what package they're getting.

The obsession behind every campaign.

01

Why I entered real estate.

I've always been fascinated by the intersection of design, psychology and negotiation. Real estate lets me practise all three, every day, on the largest asset most families ever own.

02

Why I obsess over presentation.

A home is a story. Photography, film, styling and copy decide whether that story travels — or gets skipped in a feed. I treat every campaign like a launch, not a listing.

03

Why every campaign is different.

Norwood in autumn is not Glenelg in summer. The buyer, the moment and the medium all change. Templates lose money. Bespoke strategy compounds it.

04

Why strategy beats luck.

Great outcomes look like luck from the outside. From the inside they look like pricing discipline, buyer pipelines and negotiation frameworks refined over hundreds of deals.

05

Why technology should improve the sell.

AI, analytics and CRM aren't gimmicks — they're leverage. Used well, they give sellers cleaner data, faster feedback and a fairer negotiating table.

03Philosophy

Six stages. One continuous discipline.

01
Research

Comparable sales, buyer heat, suburb trajectory — every campaign starts with evidence.

02
Strategy

Pricing method, campaign length, buyer segments and media weight defined up front.

03
Presentation

Photography, film, styling and copy calibrated to the property, not the template.

04
Marketing

Programmatic digital, portal dominance and quiet buyer database work in parallel.

05
Negotiation

Multiple-offer frameworks and transparent vendor updates — never single-offer surrender.

06
Sold

A settled result — priced right, presented well, negotiated hard.

04By the numbers

A record built quietly,
one campaign at a time.

0+
Properties sold
$0M+
Total sales volume
0+
Families helped
0 days
Avg. days on market
0+
Years of experience
0%
Client satisfaction

Placeholder figures — replace in code with current stats.

05How I work

Six disciplines, always sequenced.

The tools sound familiar. The difference is refusing to skip any of them — even on a "quick sale."

01

Campaign strategy

Every listing gets a bespoke plan — pricing method, buyer segments, media mix and timing decided before we go live.

02

Professional photography

Twilight, dusk, drone and hero imagery from Adelaide's best photographers — because the first impression is a portal thumbnail.

03

Digital marketing

Programmatic social, portal upgrades and geo-targeted retargeting stack together to reach every likely buyer more than once.

04

Buyer psychology

Enquiry patterns, inspection behaviour and objection framing guide how — and when — we push the price.

05

Negotiation

Multiple-offer frameworks and disciplined vendor communication turn interest into competition, not concession.

06

Communication

Weekly written updates, transparent enquiry data and a direct line to me — no delegated middle-agent voicemails.

06The difference

The gap between listed and launched.

Traditional agent
  • Upload the listing and wait
  • Generic marketing template
  • Single-offer negotiation
  • Weekly voicemail update
  • Guessed pricing
  • One-size photography
Buri Son
  • Campaign engineered from research
  • Cinematic presentation, made-to-fit
  • Multiple-offer negotiation framework
  • Weekly written report + direct line
  • Data-driven pricing method
  • Bespoke media plan per property
07The process

From first coffee to settled.

  • Discover

    A no-pressure conversation to understand goals, timing and constraints — then a full appraisal grounded in market data.

  • Prepare

    Styling, minor works, photography scheduling and pricing method finalised so we launch strong, not rushed.

  • Launch

    Coordinated portal, social and email drop — a proper premiere that captures every likely buyer in week one.

  • Market

    Continuous campaign optimisation: retargeting, print, editorial and off-market outreach to widen the buyer pool.

  • Negotiate

    Structured multiple-offer process with transparent updates — decisions made from information, not hope.

  • Settlement

    A single point of contact through contracts, cooling-off and settlement so nothing falls between advisers.

08Testimonials

Testimonials are being added — check back soon, or ask for references directly.

09Meet the team

The people behind each campaign.

Bjorn Kunzel
Sales Agent
Bjorn Kunzel

Multiple award-winning real estate professional and Team Leader for eXp South Australia, Bjorn Kunzel brings nearly two decades of experience, deep local knowledge and a people-first approach to property. Known for his straightforward communication and strong referral business, Bjorn has built a career around treating every client and property as if it were his own.

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Tony Lawson
Real Estate Agent
Tony Lawson

Tony Lawson is a South Australian real estate professional bringing more than 30 years of media and marketing experience to property. Known for his straight-talking approach and creative campaigns, Tony combines strong presentation, strategic marketing and clear communication to help sellers achieve the best possible result without the pressure.

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Buri Son
Licensed Real Estate Agent
Buri Son

Adelaide-based real estate agent with eXp Realty. Buri leads every campaign personally — from presentation and pricing to buyer negotiations — and treats each listing as a launch, not just a listing.

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Chris Janzon
Real Estate Agent
Chris Janzon

Adelaide real estate agent with eXp Realty. Focused on disciplined marketing, transparent communication and campaigns that reflect each property's story.

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Marco Fellegvari
Real Estate Agent
Marco Fellegvari

Adelaide real estate agent with eXp Realty. Committed to careful campaign execution, calm negotiation and clear vendor updates every step of the way.

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09bPartner at eXp

Thinking about your next move as an agent?

I collaborate with a small circle of agents at eXp Realty — people who care about presentation, systems and vendor experience as much as I do. If you're weighing up a move, or just curious how eXp works in Adelaide, I'll share exactly what my week looks like — numbers included.

  • A confidential, no-pitch conversation.
  • A real look at eXp's model, splits and equity.
  • Access to my marketing, tooling and buyer database.
Book a confidential chat

"The best conversations I've had about my career didn't feel like recruitment. They felt like advice."

— Buri Son
Email Buri directlyCall for a private conversation

Every conversation is confidential. Nothing is shared with your current office.

10Technology

Modern systems. Human judgement.

Software doesn't sell homes — but it should sharpen every decision the person selling yours has to make.

Google AI

Generative tooling for copy, sentiment analysis and rapid market synthesis.

Campaign analytics

Portal-level engagement, buyer heat, and price-inflection tracking.

Digital advertising

Programmatic social, retargeting and geo-audiences that outperform boosted posts.

CRM automation

Buyer nurture, inspection follow-up and offer chase — instrumented, not improvised.

Property data

Sales history, valuations and demographic overlays feeding every pricing call.

Market intelligence

Micro-suburb trends, school catchment shifts and transport signals in the room.

11Values

Honesty.

Straight advice — including the parts you might not want to hear before we go to market.

Precision.

Every campaign detail owned. Nothing left to a template or an assumption.

Communication.

Written, weekly, on time. You'll never wonder what's happening with your listing.

Innovation.

Modern tools deployed where they improve the outcome — never where they replace judgement.

Relationships.

Past clients still call first. That's the metric that matters most in this business.

Results.

Everything above only counts if the number on the contract reflects the work behind it.

12 · Ready when you are

Your property deserves more
than another listing.

Start with a proper appraisal — no pressure, no template. Just a candid conversation about what your property is worth and what it will take to launch it well.