PHOTO BY: Andrea Piacquadio
A top Melbourne real estate agent is facing heavy backlash after sending a mass ANZAC Day text message that many Aussies have branded “disgusting” and “tone deaf.”
Bruce Liu, a director at Buxton Wheelers Hill, sent out a short message to dozens of recipients last Friday that read:
“Lest we forget! Bruce Liu, Buxton Wheelers Hill.”
The timing — on ANZAC Day, a sacred national holiday honoring fallen soldiers — has triggered a wave of criticism on social media, with many accusing Liu of using a day of remembrance for self-promotion.
Social Media Backlash: “Narcissistic”, “Disgusting”, “Clueless”
Screenshots of the text quickly went viral, igniting furious comments across platforms:
-
“Such disgusting behaviour. Can this be reported?”
-
“Lest we forget that narcissistic real estate agents exist.”
-
“Obviously this chap hasn’t a clue – thought it was just another festive holiday.”
Many users interpreted the message as a blatant business plug disguised as a tribute, especially given Liu’s name and agency were included.
Bruce Liu Responds: “I Meant No Harm”
In an interview with Daily Mail Australia, Liu defended his intent:
“This was to honour ANZAC Day,” he said.
“Some people appreciated it. Others misunderstood.”
He insisted the message wasn’t a pitch for listings or business:
“We’re not promoting our business. We didn’t ask for anything.”
Who is Bruce Liu?
Liu is no minor player in Melbourne’s property scene. He:
-
Ranked #1 sales agent in Wheelers Hill and Glen Waverley
-
Sold 124 homes in 2024 alone
-
Has a reputation for strong client rapport and consistent results, according to RateMyAgent.com.au
While his record is undeniable, this public relations misstep has sparked debate about how far professionals can — or should — go on sensitive national days.
The controversial text sent out by Bruce Liu on Anzac Day
Public Tribute or Publicity Stunt?
The controversy highlights a growing tension between personal branding and cultural sensitivity, especially in industries like real estate where self-promotion is constant.
Liu, however, stands by his decision:
“I’m not feeling guilty or regretful. I believe I did the right thing.”
Still, for many Australians, ANZAC Day is no place for marketing — intentional or not.
SOURCE: THE DAILY MAIL