WTF – Northside Sales Director Dylan Francis.

In a recent episode of WITH THE FOX, Marty Fox, CEO and founder of WHITEFOX, sat down with Dylan Francis, the newly appointed Sales Director of WHITEFOX’s Northside office, to discuss his remarkable journey in real estate and his rapid rise within the company.

The Humble Beginnings

Dylan’s career began far from real estate – as a landscaper in his family’s business. But after travelling the world in his early 20s, he returned with a hunger for something more. At 24, he took a leap into real estate, starting as a cadet at a traditional agency.

“I was the lowest-paid person in the office, but I treated it like my own business,” Dylan recalled. Within three months, he was listing properties independently—a rarity in an industry where new agents often wait years for their first sale.

The Breakthrough: From Cadet to Top Performer

Dylan’s relentless work ethic quickly set him apart:

• Cold outreach: He mastered the art of direct, no-nonsense conversations: “Hi, I’m Dylan. If you’re thinking of selling, I’d love to help.”

• COVID pivot: When the pandemic hit, he doubled down on calls while others hesitated. By the time restrictions lifted, his pipeline was overflowing.

• Team building: Within a year, he went solo, hiring assistants and buyers’ agents to scale his operations. By Year 6, he was a multi-million-dollar agent, consistently ranking among Melbourne’s top performers.

From Elite Agent to WHITEFOX Leader

 After years of success, Dylan hit a ceiling which many do in the industry: geographic restrictions. Traditional agencies often fence agents into “farm areas”, limiting growth. WHITEFOX’s boundary-free model was the game-changer and ultimately what pushed him into take the punt to join.

“At my old agency, if I listed outside my ‘core area,’ I’d get calls asking, ‘Why are you in this suburb?’ At WHITEFOX, there’s no red tape—just opportunity.”

Dylan joined WHITEFOX just nine months ago, but his impact has been profound. With a background as a top-performing agent – consistently achieving multi-million-dollar sales and leading high-performing teams – he was already a standout in Melbourne’s competitive real estate landscape. However, he sought more than just financial success; he wanted growth, leadership, and the freedom to operate without restrictions.

When Marty first approached Dylan years ago, he was deeply loyal to his previous agency. But after witnessing WHITEFOX’s expansion and the success of agents like Lana Samuels, Pete Zervas, and Mike Torcasio, Dylan saw an opportunity to align with a boutique brand that offered autonomy, trust, and a no-limits approach to real estate.

Breaking Boundaries in Melbourne’s North

One of the key reasons Dylan chose WHITEFOX was the absence of a rigid “farm area” model. Unlike traditional agencies that confine agents to specific suburbs, WHITEFOX empowers its team to operate across multiple high-value markets. This flexibility has allowed Dylan to excel, securing record-breaking sales in suburbs like Travancore ($8.2M), Maribyrnong, and Moonee Ponds – areas he had never worked in before and an average sale price of $1.8M (vs industry average of $1M).

His ability to adapt, combined with WHITEFOX’s cutting-edge marketing and negotiation strategies, has resulted in extraordinary outcomes in just six months of full momentum.

The Mindset of Consistency & Leadership

 A recurring theme in the conversation was Dylan’s unwavering consistency. Whether it’s his 4:30 AM wake-up routine, daily meditation, or relentless work ethic, his discipline is a cornerstone of his success. Marty highlighted how Dylan’s energy and reliability make him a trusted figure – both within WHITEFOX and among clients.

Now leading a team of eight, Dylan is focused on mentorship, ensuring his agents absorb his drive and strategic approach. His leadership style is hands-on, fostering a culture where high performance is the standard.

The Future: Expansion & Legacy

With his Carlton office nearing capacity, Dylan is already planning for expansion. His vision includes opening a second office by early 2026, further solidifying WHITEFOX’s presence in Melbourne’s north. Long-term, he aims to transition into a broader leadership role while continuing to elevate the brand’s luxury market dominance.

Final Thoughts

 Dylan Francis embodies WHITEFOX’s core values – ambition, adaptability, and elite performance. His journey from a determined young agent to a market-leading director is a testament to what’s possible with the right mindset and the right team.

For those looking to learn from Dylan or join WHITEFOX’s growing network, his story proves that success isn’t about limits—it’s about breaking them.

Listen here to the full podcast episode for more insights from Dylan and Marty’s dynamic partnership and follow Dylan on Instagram at @djf7.