With a career spanning more than three decades in real estate and finance, Whaley brings a measured approach to helping people navigate what can be one of life’s most stressful decisions. For him, the work is equal parts people and precision.

“The ability to assist people to navigate such a potentially stressful experience,” Craig says, is what drew him to the industry and keeps him energised today. “Providing quality service and advice to make the process of buying and selling real estate as stress-free as possible.”

Alongside his client-first focus, Craig’s background in economics shapes how he approaches the market. He holds a Bachelor of Business and applies economic analysis and modelling to property trends and cycles, helping clients make informed decisions with confidence.

“I love utilising my economic analysis skill sets to analyse markets and property trends and passing on information to my clients in order for them to be well informed for the big decisions that they are undertaking,” he explains.

Craig first entered the real estate industry in 1992 and has been a self-employed operator for much of his working life, including building a successful mortgage broking business. He also served in the Royal Australian Navy earlier in his career - experience he credits with shaping discipline, structure, and a steady presence under pressure.

His point of difference is the ability to advise from multiple angles. As both a licensed mortgage broker and a real estate agent, Craig can consider scenarios more holistically and support clients through the financial and property sides of a decision.

“Being a licensed mortgage broker as well as a real estate agent, allows me to consider scenarios and problem solve from multiple angles,” he says. “I can create a more holistic service and be of more benefit in many instances.”

For Craig, launching Whaley & Co. Property is also about alignment - operating under a philosophy that reflects his own standards.

After years working within other structures, he says one of the biggest frustrations was “working under someone else's corporate philosophies, which may not necessarily represent my own.”

Craig chose to partner with URBAN X for the platform model and the people behind it, describing URBAN X as a market leader supporting independent agencies.

“The model being utilised by URBAN X, as well as the dynamic processes and staff interactions are a pleasure to be involved with…. the team is full of creative and specialist individuals. The vibe is always a positive one, from corporate office communications to everyday interactions.”

Looking ahead, Craig’s focus is clear:

“Being known for being a boutique, high quality service brand,” he says. “To be involved in assisting people turn their dreams into reality.”

For other agents considering the leap into business ownership, Craig keeps it simple.

“As Nike says, ‘Just Do It’.”

Are you an agent thinking about building your own brand? Contact URBAN X to start the conversation.