Ray White CRE: Toby Campbell ushers in a new era for East Melbourne real estate

For more than two decades, Caine Real Estate (CRE) was the trusted name in East Melbourne property. 

Founded by Paul Caine and later led by his son Jacob, the agency built a reputation for professionalism, transparency and a deep connection to the local community. 

Today, that legacy continues under a new banner, with director and auctioneer Toby Campbell leading Ray White CRE – the merger that combines the Caine family's local pedigree with the reach of one of Australia’s largest real estate brands.

Mr Campbell knows the agency’s history intimately.

“I started my real estate career at Caine about 10 years ago, working as Paul’s assistant,” he said. “Paul was an icon in East Melbourne real estate and the industry more broadly. He taught me that being a good agent is simple: do what you say you’re going to do, and do it well.”

That ethos of trust and follow-through has shaped Mr Campbell’s career. After years in sales, he rose to sales director, and in July this year, he officially took ownership of the business. The rebrand to Ray White CRE marked both continuity and change: the same team, the same East Melbourne focus, but a broader ambition to stretch across the inner city.

“It was a seamless transition,” Mr Campbell told Inner City News. 

"Buyers in this part of the city don’t look at just one suburb – they look across the inner-city ring. We want to be there with them.”

The partnership with Ray White brings global resources and prestige to the table.

“Ray White is the most prestigious real estate company in Australia everywhere except Melbourne,” Mr Campbell said. 

“They sell more property over $5 million than anyone, but historically their strength here was in the outer suburbs. We’ve been given the task of bringing that premium flair into Melbourne’s heart.”

While it is now based out of a new office on Peel St in Collingwood, East Melbourne remains the agency’s cornerstone, and Mr Campbell acknowledges its unique challenges.

“It’s the most difficult suburb in Australia to price property,” he said. “I’ve sold a one-bedroom apartment for $116,000 and another for $1.7 million in the same week. Houses range from under a million to close to $20 million – all within a kilometre. You can’t rely on broad averages. You need hyper-local knowledge.”

That expertise, combined with the backing of Ray White, positions Mr Campbell’s team as a new face of inner-city real estate. The business retains its highly rated property management division and a young, energetic sales team known for service and results.

“We get some of the best Google reviews in the industry,” Mr Campbell said. “That’s not because we ask for them – it’s because clients feel looked after.”

Looking ahead, Mr Campbell sees both opportunities and challenges. The inner-city market has weathered years of stagnation, but he sees “green shoots” in renewed buyer activity.

He also warns that tax and policy settings are driving investors out, which will worsen the rental crisis. “Landlords get a bad name, but tenants need them. Making it impossible to hold rental properties isn’t good for anyone.”

Despite those challenges, Mr Campbell’s passion for property is undiminished.

“Every day is different. From ultra-modern warehouse apartments to Victorian terraces that still carry their original features – it’s an incredible mix. My favourite is when heritage meets modern. That’s East Melbourne at its best.”

As Ray White CRE grows into its next chapter, Mr Campbell is determined to honour the Caine legacy while forging a new path.

“Paul and Jacob built a culture of trust and service,” he said. “That’s what I want to carry forward.”

raywhitecre.com.au •