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Whatever price a buyer sees first becomes their mental anchor point – and every number after gets measured against it. Research from Harvard's Program on Negotiation shows this is so powerful that luxury sellers sometimes refuse to list a price at all, forcing buyers to make the opening bid without a reference point.

The effect cuts both ways. A seller who lists at $500,000 will struggle to accept $450,000, even if the market says that's fair value. Meanwhile, a buyer who sees $300,000 will feel clever offering $290,000, even if the true value is closer to $280,000.

In today’s edition of The Brief

• Success in real estate can only come from combining human expertise, trust, and smart technology

• Ray White warns tax changes could cut rental supply and raise rents

• Portugal property soars: Lisbon set to outperform prime European hot-spots this year

Today’s read time: 7 minutes, 48 seconds

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LEADERSHIP

What Coca-Cola can teach agents about AI

The Australian real estate industry is at a crossroads – and it's not the one most people think. While industry conversations obsess over AI, Joel Davoren, managing director of REMAX Australia, sees something different emerging. His recent attendance at a global convention in the US revealed where the real opportunities lie – and why most agents are looking in the wrong direction.

The shock absorber that can't be coded

Joel is clear that agents aren't on the brink of being replaced by software. But his reasoning goes deeper than the typical "AI won't take your job" reassurance.

"We're the shock absorbers in stressful, emotional processes for clients. No software can replicate managing expectations, negotiating outcomes, or cushioning the blow like humans do."

There's also a critical distinction Joel makes between trust and confidence – and why getting the sequence wrong costs agents listings.

The refrigeration lesson

Here's where Joel's perspective shifts from reassurance to strategy. He draws a parallel that reframes how agents should think about AI entirely.

"Think about refrigeration. The inventor didn't make the most money – Coca-Cola did, because they used it to create value."

The same principle applies to real estate AI. But the application isn't obvious – and the full article reveals what the winners will do differently.

White knuckles to wide open

At a recent conference, Joel used a striking image: a hand gripping the edge of a cliff, white knuckles and all.

"A lot of people have felt like that since COVID, trying to protect what they have rather than grow what's possible."

The shift from protection mode to growth mode requires a specific mindset change – one that separates those who thrive from those who merely survive.

What you'll learn in the full article:

• The confidence-trust sequence: Why trust isn't enough – and what must come first when clients choose an agent

• The Coca-Cola AI strategy: How to position yourself as a winner in the AI era (hint: it's not about being an early adopter)

• The energy equation: Why looking after yourself isn't optional for sustained high performance.

Joel's insights on clarity, culture, and empowering people offer a blueprint for agents building their own leadership story.

Read the full story here.

ICYMI last week: Matt Lancashire’s social media strategy.

TOGETHER WITH @REALTY

Why experienced agents are making the switch

Seasoned agents across Australia and New Zealand are discovering that switching to @realty means higher earnings, less stress, and the freedom to run their business their way. Many report keeping more of their commission, doubling income without longer hours, while streamlined systems and in-house marketing support cut admin and boost productivity.

Agents can choose to join the international @realty brand or build their own boutique identity with OASIS, all backed by compliance, technology, and support. This flexibility allows professionals to design a business around lifestyle, not rigid office structures or KPIs. The recurring message? “I wish I’d switched sooner,” reflecting stronger income, autonomy, and work-life balance.

Read more about @realty here.

POLICY

Ray White warns tax changes could cut rentals

With 222,036 rental properties under management, Ray White is urging caution on potential CGT and negative gearing changes ahead of the May 12 budget. A letter to the network's 10,500 members – signed by managing director Dan White and chief economist Nerida Conisbee – points to Victoria losing 24,000 rentals in 2024 after tax and compliance shifts.

INTERNATIONAL NEWS

Portugal leads Europe with 16.9% price growth

Portuguese housing values jumped 16.9% year-on-year, and rental yields are hitting 6.9%, nearly double that of many Western European markets. Lisbon's prime residential is now forecast to outpace Geneva, Monaco, and Paris in 2026. For Australian agents, it's a useful lens into what's driving global capital: buyers chasing lifestyle appeal combined with solid investment fundamentals.

TECH

Your AI ranking doesn't matter but visibility does

SparkToro tested 600 volunteers running identical AI prompts repeatedly – and found the order of recommendations changed almost every time. But some brands appeared in 90% of answers regardless of position. Samantha McLean explains what "AI visibility" means for agents and shares a two-minute test to check yours.

HOW IT SOLD

Three offers in 28 days for Narrabeen unit

A transparent price guide paired with an expressions of interest campaign drew competitive attention to a two-bedroom Narrabeen apartment. Grant Matterson secured $1.575 million in just 28 days - about 8% above comparable sales at the time - after fielding three formal offers on the Lagoon Street property

A listing lasts weeks. The case study lasts forever. getailsa.com

CELEBRITY HOMES

Ewan McGregor’s Brentwood mansion for rent for $77K

Production designer Eve Mavrakis has listed the home she won in her 2020 divorce from Ewan McGregor – yours for $77,000 a month. The six-bedroom property sits directly next to Marilyn Monroe's famous former residence – yes, the one caught up in last year's demolition drama. The charcoal-walled dining room alone is worth a look.

MOVERS + SHAKERS

The Agency expands into Mollymook with market leaders

National real estate brand The Agency has entered the NSW South Coast town of Mollymook and surrounds with Lyn Chambers and Kate Wise. More here.

Tanjot Singh and Pardeep Smotra launch Harcourts Legacy in Northwest Sydney

The new agency will service Riverstone, Marsden Park, Melonba, Grantham Farm and Schofields with a focus on client relationships and collective excellence. 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

Available every day. Apparently, rest days are optional when you’re a real estate agent 🛌📞

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

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, Iris Rebello 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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