GOOD MORNING FROM ELITE AGENT

It’s National Milk Chocolate Day, and let’s be honest, few things are more universally loved than a smooth, creamy block of milk choc (except maybe a clean contract and an over-asking-price sale).

So today, we’re raising a square (or a slab) to the hardworking agents who, like chocolate, keep things smooth under pressure and deliver sweet results.

Consider this your reminder to:

• Sweeten your database with a few check-in calls.

• Smooth out your listing presentation, just like the perfect ganache.

• And maybe treat a client (or yourself) to something indulgent… because every agents knows that thoughtful gestures (and a little chocolate) go a long way.

Today’s read time: 6 minutes, 60 seconds

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MARKETING

Community is currency

JJ Taylor on why being seen beats being viral

In today’s hyper-competitive real estate world, the temptation to chase clicks, boost ads, and dominate digital feeds is real. But JJ Taylor, managing director of @realty, argues that the agents thriving in this market aren’t shouting, they’re simply showing up.

“If you’re a real estate agent, you’re in the game of being known,” says JJ. “Your brand is your currency … and that starts with connection.”

Be the local, not the loudest

JJ’s core message? Visibility matters, but it’s local visibility that counts. Instead of casting a wide net, he suggests agents focus on micro-farming: building presence in tight-knit areas of 600–1,000 homes. That means more Saturday BBQs and school gate chats, and fewer algorithm-chasing ad campaigns.

“When you try to be known by everyone, you end up known by no one,” he says. The goal is trust, not traffic. Genuine, repeat interactions beat high-reach vanity metrics every time.

Rethinking ROI (Relationship Over Impressions)

Forget likes and open rates. JJ’s approach redefines ROI as regular, meaningful contact with your community - ideally 17 touchpoints a year. And not all of those need to be about real estate.

“Sometimes, you're just staying in touch for the sake of it... and that’s okay,” he says. Whether it's sharing local news or checking in to help with a fundraiser, these efforts compound over time to build trust, and ultimately listings.

That mindset flips traditional marketing logic. JJ sees massive value in old-school approaches, like door knocking, which he says still outperforms other prospecting tools.

“You remember someone who showed up at your front door. You don’t remember another ad in your feed.”

Consistency beats charisma

The real work? Staying consistent without burning out. JJ encourages agents to ditch the desk, embrace the awkward small talk, and lead with sincere interest in people’s lives. But authenticity is key - any whiff of transactional motive, and trust goes out the window.

This slower, service-first approach may not promise overnight wins, but it does build the kind of personal brand that endures market cycles. “You’re not just the agent who drops flyers. You’re the one who shows up, and that’s what people remember.”

Read the full story here.

ICYMI, last week, we celebrated National Property Managers Day.

TOGETHER WITH CONSTANT CONTACT

Unlocking growth: How agents are winning in today’s market

According to Constant Contact’s latest report, 48% of agents say finding quality leads is their biggest headache. Another 37% struggle to turn those leads into clients, while 40% admit that standing out from the crowd is no easy feat. The culprits? Not enough time, clunky tools, and systems that don’t scale.

Nearly a third of agents are using the wrong tools, and 30% are struggling to keep up with fast-moving tech. The top performers aren’t just grinding harder, they’re backed by smart systems and agencies that actually make marketing easier. The report includes insights from agents in Australia, New Zealand, and North America, and it’s packed with tips for working more efficiently in 2025.

Read more about Constant Contact’s State of Real Estate Marketing report here.

STAY IN SCHOOL

The $1.3 million school zone premium

Australian families are paying eye-watering premiums to live in sought-after public school catchments, with Sydney's North Shore topping the list at $1.3 million above comparable homes outside the zone. Interestingly, six of nine analysed catchments showed lower long-term capital growth despite their higher prices. For many families, however, this one-time premium could still be more economical than the estimated $349,000 cost of private education over 13 years.

COMMERCIAL CHANGES

Bigger deals, fewer transactions

Australia's commercial property market recorded $59.9 billion in transactions last financial year, with an interesting twist: while dollar volume remained stable (down just 0.3%), transaction numbers plummeted by 18.5%. This shift indicates larger individual deals are dominating the market, with institutional and high-net-worth investors remaining active while smaller private transactions decline. New South Wales continues to lead with 43.1% of national activity, while South Australia emerged as the standout performer with 16.9% growth.

SINGAPORE PROPERTY SALES

Market doubles sales in stunning half-yearly turnaround

Singapore developers have delivered a blockbuster first half of 2025, moving 4,634 private homes, which is more than double the 1,889 units sold in the same period last year. The remarkable performance also crushed previous years, outpacing 2023's first-half tally by 37% and beating 2022 by nearly 10%, according to the Urban Redevelopment Authority.

CELEBRITY HOMES

Ellen DeGeneres lists $30M Cotswolds estate after just one year

Ellen DeGeneres and Portia de Rossi are selling their 43-acre Cotswolds farmhouse for US$30 million, only a year after purchasing it for US$20 million. The couple, who recently confirmed they've permanently relocated to the UK following the US presidential election, are moving to another nearby property that better accommodates de Rossi's horses. The luxury estate features seven bedrooms, a "party barn," a heated indoor pool, and even comes with its own helicopter shed.

THOUGHT LEADERS

Kirstin Dunn on using AI to win back time … a whopping 17 hours per week! 

When Kirstin Dunn started Semple Property Group from her dining table in 2013, she built everything on relationships, service, and smart use of time. Now, as AI becomes a bigger part of business, she’s applying that same thinking to tech, and it’s paying off. In this podcast episode of Thought Leaders, Kirstin tells Samantha McLean how she uses what she calls her "AI Experiment Method" to test new tools without overwhelming her team.

One of those tools now saves her more than 17 hours each week, and that’s just the start. Kirstin shares how she introduced AI across her business with transparency, intention, and zero hype, staying laser-focused on time optimisation rather than chasing the latest thing. “Being busy is not something I aspire to,” she says, and her approach proves that using AI well is less about tech, and more about good leadership.

MOVERS + SHAKERS

Harcourts NSW supports families in recovery

The Harcourts Foundation donated $3,000 to Odyssey House NSW's Family Recovery Centre, helping parents overcome addiction while keeping families together. More here.

Aussie unveils partnership with One Agency

Aussie is partnering with One Agency under its ‘Aussie for Agents’ platform, becoming the official home loan partner for One Agency’s 750 members across 122 offices. 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

If only real estate came with a magic phone that rings non-stop.📞😎

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Wishing you a productive day!

Elite Agent is the definitive platform for ambitious agents and industry players. Thought Leaders is the weekly show where top operators reveal how they’re reinventing real estate. AI-Powered Agents is your playbook for deploying AI that sells homes and scales teams.

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.

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