Trust Earned, Not Pitched Building Relationships in Rural Real Estate
- Liane Morris
- 13 hours ago
- 5 min read
When it comes to rural and lifestyle real estate, experience matters — not just in the professional sense, but in the deeply personal one too.
Tyson Nicholson of McGrath Rural isn’t just selling properties; he lives the life his clients are buying into. With a career built on trust, connection and authenticity, Tyson brings more than just market knowledge to the table — he brings understanding backed by global marketing reach. In this candid Q&A, Tyson shares what drives him, why McGrath Rural was the right next step, and the quiet but powerful principles that guide his work every day.
Intouch: You live and work on the land - how does that personal experience shape the way you work?
Tyson: Living it makes a difference. I’ve been the one out in the paddock fixing a broken fence in the rain or chasing stock that has slipped through a gate. I’ve felt that panic when a storm rolls in and the water is rising. That firsthand understanding changes the way you talk to buyers. It’s not anecdotal, it’s real. I can sell the experience, not just describe the property. Whether it’s pointing out riding trails you’ve actually ridden, or explaining how the land performs through seasons, that lived experience is something I can pass on with genuine insight. And people feel that.
What drew you to real estate, and why rural real estate in particular?
Real estate found me. But the journey into acreage and lifestyle properties was intentional. It resonated deeply with who I am. These are the properties I love selling and the people I enjoy working with. They’re my people. I truly believe rural and lifestyle properties cannot just be described; they need to be felt. That takes storytelling. Yes, the campaign needs to be strong and strategic, but more importantly, it has to connect. That’s where the magic is, when the right buyer feels something.
You’ve recently joined McGrath Rural after years of running your own agency. What made the timing and the brand the right fit?
After 14 years in my own business, I wanted to be able to sit across the table from my owners and honestly say, I can bring you a national and global audience and deliver on that promise. McGrath allows me to do that without compromising the personal service and relationships that matter to me. It’s not about walking away from what I’ve built, it’s about evolving it. With McGrath, I have the tools and the reach, but also the freedom to keep doing things my way, with care, substance and authenticity.
What do you think builds trust in a real estate relationship, especially in the rural sector?
Trust is not something you can pitch; it is something you earn, quietly, over time. In the rural sector, people are naturally more cautious. They have often built their properties from scratch or lived there for decades. That deserves respect. I don’t push or overpromise. I turn up, do the work, and keep showing up. That’s how you build trust, through consistency and care, not noise.
From boutique Airbnb’s to working farms and equine estates, you have sold a wide range of properties. What is your approach when it comes to marketing such unique assets?
Most buyers today are not set on a suburb; they are wrapped up in a dream. They are chasing a feeling, a change, a story they want to step into. But the major web portals do not always help them find it. They are built around boxes and postcodes, not passion. My approach is to get to the true essence of a property and tell its story in a way that helps the right buyer trip over it. Not by chance, but by design. I want it to stop them mid-scroll and make them feel something, even if they didn’t know they were looking for it.
What is something most people don’t realise about buying or selling rural property?
They underestimate how much emotional attachment can cloud price expectations. It’s understandable; for many, this is a lifetime of memories, effort and identity. But when emotion starts steering the ship, it can delay the right result. A good agent helps separate the sentiment from the strategy, not by being cold, but by being clear. Most rural owners want a straight shooter who is willing to have the right conversation at the right time. The best outcomes often come from having those honest discussions early. Part of that is helping people accept that while you may never be able to fully transfer your love, history and effort to the next buyer, you can make sure it is fairly rewarded in the result. It’s delicate. One party is emotionally invested; the other is imagining a future. My job is to help them meet somewhere in the middle.
For those thinking of a lifestyle shift to acreage, what advice would you give them?
You won’t really know if you’ll love it until you are living it. If you feel the pull, jump in and follow the dream. You’ll soon work out whether you feel like a ‘slave’ to the property as some describe it, or if, like me, your mind starts to race with the next project or improvement. When that happens, it’s no longer a job, it’s a passion, and you start leaving little pieces of your personality in the place.
The biggest advice I would give is to look beyond the obvious. The hidden gems are often sitting just outside the spotlight, suburbs that don’t show up in the top searches but are full of surprise, value and soul. Get back to the oldfashioned way of exploring. Jump in the car, fill the tank, stay overnight in a town you’ve never heard of, and see what you find. That’s when the magic happens.
And if time is not on your side, find a good agent who genuinely understands what you’re chasing. A gentle nod toward a suburb you might never have considered could change everything. Or consider working with a buyer’s agent who can cast the net wider than the well-known names. Because sometimes, the dream you’re looking for is sitting just around the corner.
Finally, what drives you? What is the most rewarding part of what you do?
For me, it is about discovery and connection. I still get that spark of excitement when I find an unexpected gem at the end of a quiet country lane. Then comes the reveal, a stunning estate I’ve never seen before. That moment never gets old.
On a personal level, I find real joy in seeing beautifully crafted landscapes, thoughtful architectural elements and artistic touches. I have a deep appreciation for people who create spaces that reflect who they are, and I always feel lucky to walk through those gates and be trusted to help tell their story.
One of the things that means the most is completing the circle. When a buyer who purchased through me years ago comes back as a seller, and I get to see how they have transformed the place, how they have left their own mark, it is a real honour. Being part of that full journey is incredibly rewarding. It is more than just a transaction. It is a shared chapter in someone’s life.
For Tyson Nicholson, rural real estate is about people, stories, and a way of life with each property part of a larger story — and he’s committed to helping clients turn the page with care, clarity, and purpose. For more information, search for Tyson Nicholson at www.mcgrath.com.au/agents.
