EPISODE #4 - WHY WE STOPPED MARKETING TO 99% OF AUSTRALIA
Axons are part of the neuro-transmission system in the brain… they carry the spark between the neurons to fire the body into action!
The Axons Unleashed Podcast will get your Axons fired up by our hosts Robbie, Tamara, Dan and Dane as they uncover the untold truths of what it really takes to successfully transition from the ADF, how to build a multi-million-dollar property portfolio, how to start a business as a veteran entrepreneur and how to more effectively communicate with your partner… while optimising your personal performance in every aspect of your life.
In the fourth episode of the season, the team discusses how Axon found its niche within the ADF and veteran community – and why committing its marketing efforts to this smaller, highly relevant audience became an important turning point for the business.
Rather than trying to reach property investors across Australia, Axon chose to focus on the community it understood best. The team reflects on what led to that decision, the role external business coaching played, and how a more focused approach helped shape Axon’s growth, team and direction.
Related: Episode 3: I Sacked My Wife From The Business, Then Had To Beg For Her Back
Here's Where You Can Listen:
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Why Axon Chose to Focus on the ADF Community
In this episode of Axons Unleashed, Robbie, Tamara and Dan discuss one of the biggest turning points in Axon Property Group’s early growth: the decision to stop marketing broadly to Australian property investors and instead focus predominantly on ADF members, veterans and the wider Defence community.
At the time, Axon was working with both Defence and civilian investors. However, after seeking external business coaching, the team recognised that their own military backgrounds gave them a much stronger connection with the Defence community. Rather than competing with every property investment company for the same broad audience, they chose to focus their marketing on the people they understood best. The episode explores how this decision helped shape Axon’s direction, along with the importance of coaching, understanding your strengths, setting clear goals and having the right people around you.
In this episode, the team discusses:
- Why Axon originally worked with both ADF members and everyday civilian property investors.
- The decision to focus their services predominantly on ADF members, veterans and the wider Defence community.
- How the team’s own Defence backgrounds helped them understand the experiences, goals and challenges of ADF members.
- Why focusing on a smaller, more relevant audience proved more effective than trying to market to everyone.
- The importance of reputation and trust when working within the close-knit Defence community.
- How external business coaching helped Axon identify opportunities and make important changes to its direction.
- The value of coaching and mentorship, both when building a business and when working towards property and financial goals.
- How Robbie and Tamara learnt to recognise their different strengths as a “visionary” and “integrator”, and how those differences could work together rather than against each other.
- Why clear goals, accountability and small changes to financial habits can help property investors make progress towards a deposit and longer-term objectives.
- How this period became an important turning point as Axon began growing its team and developing into the Defence-focused property business it is today.
While Axon’s marketing became heavily focused on the Defence community, the team also explains that this did not mean turning away civilian investors. Referrals and clients aligned with Axon’s approach could still work with the team; the key change was choosing to concentrate its marketing efforts where its experience and connection were strongest.