Official reference
Proudli Entity Map
Last updated: 25 September 2026
This page explains the things Proudli publishes information about — the organisation, professionals, Proof Stories, sales, properties and contributors — and how they relate to each other. It describes the same model Proudli's public pages use in their structured data, so people and machines can connect the same entity across pages. For company facts, see Proudli official information.
Organisation
Proudli is operated by iDownsize Services Pty Ltd (ABN 31 680 661 125), based in Ultimo, NSW. It publishes every public page on the Proudli website and is the publisher of every Proof Story. Offices and agency brands that professionals work for are separate organisations, never merged with Proudli or with each other. About Proudli
People and professional profiles
Professional
A person with a Proudli profile, such as a real estate agent. Each professional is one entity across their profile and every story they wrote. Their profile shows their current office, service areas and published Proof Stories; their office is linked as the organisation they work for.
Client
A vendor, buyer or other client in the work. Clients appear only as contributors, with the name they chose to show. They have no profile of their own.
Collaborator
Another professional involved in the work, such as a mortgage broker, stylist, conveyancer or buyer's agent, who contributed to the story.
Proof Stories and sale events
A Proof Story is an article written by a professional and published by Proudli. When it describes a sale, the sale is its own event: the professional as the agent and the property as what was sold. The sale is only marked as completed once at least one person involved has confirmed the story. See an example Proof Story
Property
The property that was sold. See "Property and place" below.
Result
The outcome as the agent reports it, including the price only where it is disclosed. Prices are shown as text on the page and are not published as structured data.
Agent
The professional who wrote the story and carried out the sale.
Agency
The office the agent worked for, shown on their profile. When an agent changes agencies, their profile shows the new office; their stories stay with them.
Property and place
A property is described only within the story about it. When the agent shows the exact address, the property is its own place with its address and location. When the address is hidden, only the suburb is given and the property has no identifier. Proudli does not link the same property across different stories.
Contributors and roles
A contribution is a person's confirmation of a story, with an optional statement and 1–5 rating, labelled with how they were verified. Each contribution belongs to the page it was given on and is never linked to the same person elsewhere, to protect contributors' privacy. For contributors
Identity and source links
Canonical URL
Every public page has one canonical URL. Profile and story URLs may change (for example if the profile path changes), in which case the old URL redirects to the new one.
Stable identifier
Entities are identified by stable identifiers built from internal ids or slugs that never change, not from page URLs, so a professional or office stays the same entity when a URL changes. The patterns are:
| Entity | schema.org type | Identifier | Appears on |
|---|---|---|---|
| Proudli (organisation) | Organization | https://proudli.com.au/#organization | Every public page |
| Proudli website | WebSite | https://proudli.com.au/#website | Every public page |
| Professional | Person | https://proudli.com.au/#person-{profile id} | Their profile and every story they wrote |
| Office | RealEstateAgent (or LocalBusiness) | https://proudli.com.au/#office-{office slug} | Profiles of professionals who work there |
| Agency brand | Organization | https://proudli.com.au/#agency-{brand slug} | Profiles, as the office's parent organisation |
| Proof Story | Article | {story}#article | The story page |
| Sale event | SellAction | {story}#sale | The story page, when it describes a sale |
| Property | Place (or a residence type) | {story}#place | The story page, only when the exact address is shown |
| Contribution | Review | {page}#vouch-{contribution id} | The page it was given on |
Sale facts are supplied by the agent; contributions come from the people involved. Only facts shown on a page are published in its structured data. How verification works