GOOD MORNING FROM ELITE AGENT

The Real Estate Institute of Queensland (REIQ) is giving a big thumbs-up to The Priority Project — a rental program that’s been quietly changing lives since late 2023. It’s helped 38 women and more than 50 kids escape domestic and family violence, smashing early targets in the process.

Now, REIQ CEO Antonia Mercorella is putting the call out for more property managers and landlords in Southeast Queensland to lend a hand. It’s simple: eligible applicants are fast-tracked into private rentals, with standard lease agreements and full support behind the scenes.

There are plans to take the program even further, with new areas like Ipswich, Toowoomba and possibly the Gold Coast on the radar.

Interested? Reach out to Elizabeth Lowe at [email protected].

Today’s read time: 4 minutes, 45 seconds

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MARKETING

Want to attract top talent in real estate? Start with your personal brand

In an industry built on trust and relationships, standing out as a leader means more than just promoting your agency’s name.

According to industry head, Adam Day, CEO of eXp UK, the key to attracting great people and building lasting connections is putting yourself front and centre, and not being afraid to show a bit of personality. Drawing on his own experience launching eXp with no marketing budget, he explains how being visible, authentic and consistent, especially on LinkedIn, helped grow the business and its reputation.

People trust people, not logos
Adam makes the point that audiences are more likely to follow individuals than companies - just look at the follower counts of Richard Branson versus Virgin. In real estate, where trust drives decisions, having a visible, personal presence helps agents build stronger connections with clients and potential recruits.

Authenticity over perfection
Instead of polished content, Adam focused on being real, often sharing career highs, mistakes, and moments of doubt. This built a more relatable and trustworthy personal brand. He encourages agents at all levels to do the same, saying people connect with honesty more than carefully curated success stories.

Lead from the front
Adam believes leadership in real estate means stepping out from behind the brand and showing the way. From putting agent photos on signboards to creating content without a marketing budget, it’s about being visible, genuine and brave enough to take a few risks. Ultimately, that’s what draws people. Read the full story here.

ICYMI, yesterday we discussed why your future starts with a thoughtful exit.

SMART SNIPPETS

A call for more balanced approach between landlords and tenants
Nick Countouris, Principal of Richardson & Wrench Pyrmont, has raised concerns about the growing number of so-called “professional tenants” exploiting weaknesses in NSW’s rental laws, leaving landlord exposed. The upcoming reforms, which kick off from 19 May, risk making the situation worse. NSW landlords will no longer be able to end tenancies without a valid reason, as part of the Minns Government’s rental reforms. Other measures include a standardised pet application process, mandatory fee-free rent payment options and new rights for tenants to break leases early after receiving a termination notice.

Government to expand Help to Buy scheme
Australia is significantly expanding its Help to Buy shared equity scheme in this year's Federal Budget. Income thresholds will increase to $100,000 for singles and $160,000 for couples, while property price caps will jump substantially, with Sydney's limit rising from $950,000 to $1.3 million. The program allows the government to take a 30-40% stake in properties, reducing deposits needed by first-home buyers, though economists remain divided on whether it helps or ultimately drives prices higher.

IKEA set for Fifth Ave, Manhattan debut in $1.5 Billion deal
After a decade of acquisitions, developer Extell has secured the final piece of Manhattan’s 570 Fifth Avenue block, purchasing 576 Fifth Ave for US$175 million (AUD $265 million) from South Korea’s Sae-A Trading. The site will be transformed into a 33-storey, 1.1 million sq ft tower featuring offices and Manhattan’s first IKEA superstore. The project, in partnership with IKEA’s parent Ingka Investments, is expected to cost over AUD $1.5 billion and be ready for tenants by 2028.

CELEBRITY HOMES

Todd McKenney trades Sydney suburbs for a Melbourne warehouse
Australian performer Todd McKenney has swapped his elegant Sydney property for a $2.035 million industrial-style warehouse conversion in trendy Fitzroy, Melbourne. The spontaneous move comes after positive experiences while working on theatrical productions in the city. McKenney is excited about returning to "city fringe-living, cafe society" while being closer to his daughter during her Year 12 studies. He plans to renovate while maintaining the property's industrial character.

MOVERS + SHAKERS

The Agency Brisbane opens new headquarters
The rapidly expanding team has established a collaborative hub in Fortitude Valley to accommodate growth and foster knowledge-sharing among Queensland staff. More here

Success doesn’t rest on weekends! 
Get the latest on top agent and agency moves every Sunday with our weekly roundup in Movers & Shakers. Subscribe now.

AGENTS ON SOCIAL

Note to clients still waiting for the “right” time to buy: sure, you didn’t buy 17 years ago when houses were going cheaper - but property prices didn’t get the memo. They’re still climbing. Don’t wait another decade or so - now’s your time to move. ⏰ 🏘️

Seen an Agent On Social we should include? Let us know here (email link)

Wishing you a productive day

Elite Agent is crewed by Mark Edwards, Catherine Nikas-Boulos, Rowan Crosby, Charmagne Arrubio and Samantha McLean. We aim to uplift the real estate industry by delivering forward-thinking, hype-free news and education that fosters knowledge and fuels ambition.

Stories marked with * are sponsored, including 'Together With' and the weekday 'Movers & Shakers' sections. Interested in promoting your brand to Elite Agent’s audience? Learn more at eliteagent.com/advertise.

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