GOOD MORNING FROM ELITE AGENT 👋

That bold terracotta feature wall your seller loves? It might be costing them buyers. Research shows 69% of purchasers prefer neutral tones – and the reason is simple psychology. Neutrals create a blank canvas that lets buyers mentally move their own furniture in.

The numbers back it up; staged homes with neutral palettes sell 73% faster than un-staged properties, and can fetch 5–to-10% more at sale. One study found staged homes averaged just 23 days on market, compared to 184 days for un-staged ones. That's not a typo.

In today’s edition of The Brief

• How to use authentic social media to boost property sales and client results

• Sydney’s cheapest homes are now outpacing premium properties in price growth

• Victoria plans seller-paid home inspections, but not until 2027

Today’s read time: 7 minutes, 48 seconds

New to The Brief? Join us for free 🤝

SOCIAL MEDIA STRATEGY

Why Matt Lancashire stopped chasing followers

Matt Lancashire runs four Ray White offices across Brisbane and has built an Instagram following of over 30,000. But here's what makes his approach different: he doesn't care about the follower count itself.

"Most people think social media is about the personal brand … If I didn’t have the role and the job that I did, I probably wouldn’t be on social media, to be honest,” he says.

"For me, it's about getting more eyeballs on our properties."

The real metric that matters

Matt's shifted his entire social media philosophy away from vanity metrics toward something more tangible. More visibility means more inspections, more offers, and more registered bidders. The personal brand only matters if it drives results for clients. But the way he structures his content to achieve this? That's where most agents get it wrong.

Why "vanilla" beats controversial

In a world of hot takes and engagement-bait, Matt deliberately keeps things “vanilla”. He never deletes comments – positive or negative – and avoids anything likely to spark conflict. His reasoning challenges the conventional wisdom about standing out online. The full article reveals why this counterintuitive approach actually builds more trust.

The platform that surprised him

While many agents chase TikTok followers, Matt's data tells a different story. One platform generated 70 per cent of his recent campaign enquiries – and it wasn't the one you'd expect. He tracks metrics daily and has discovered something that contradicts widespread assumptions about where buyers actually engage.

What you'll learn in the full article:

• The 40/60 content split: How Matt balances property posts with personal content to build genuine connection

• Organic growth reality: Why gaining 1,500 followers but losing 250 each month is actually the goal

• The post that almost didn't happen: How one piece of content he doubted became his best performer

• The authenticity test: How to spot (and avoid) the "cringey" content that turns Australian audiences off

Matt's approach proves that social media success isn't about showing people how good you are. It's about something far more practical.

Read the full story here.

ICYMI yesterday, Andy Reid breaks down the hidden cost of making assumptions in real estate.

TOGETHER WITH THE AGENCY PORTAL

Experts break down AML reforms in new vodcast

A new vodcast hosted by real estate veteran Lee Woodward brings together three of the people closest to Australia’s upcoming AML reforms to explain what they really mean for agencies. Guests Neil Jeans, Jeremy Moller, and Lucas McEntee provide a practical, fact-based discussion on how principals, agents, and operations teams can prepare for the changes.

Unlike other commentary, the conversation avoids scare tactics and focuses on actionable insights from those shaping and implementing the new framework. Jeans and Moller are also offering in-person AML completion sessions for a maximum of 60 attendees, giving participants hands-on preparation. The vodcast offers a rare opportunity to hear directly from experts who have been working on AML processes inside real estate transactions for years.

Read more about the workshops and watch the vodcast here.

PRICE GROWTH

First-home buyers driving Sydney's price growth reversal

Entry-level prices have risen around twice as fast as premium homes since late 2023 – Ray White's Nerida Conisbee calls it a "K-turn" (otherwise known as a three-point turn). First-home buyer loans in NSW jumped 10.9% last quarter, roughly double investor lending growth. If you're working the affordable segment, the momentum is real.

VIC NEWS

Building and pest reports to be mandatory with home owners to foot bill

If re-elected in November, the Allan government says it will make Victorian sellers pay for building and pest inspections upfront – mirroring the ACT model. Legislation won't land until early 2027. Worth noting for buyer conversations: CPRC data shows half of all buyers pay for multiple reports while searching, with some spending up to $4,200.

HOW IT SOLD

Five bidders drive Mount Colah auction to $1.97m

Nick Berman's community-focused campaign built strong local interest with the auction attracted five registered bidders. The final result of $1.97 million landed well above Mount Colah's $1.715 million median.

Stories like this build your online reputation long after the sold sticker comes down. Want yours told? getailsa.com

CELEBRITY HOMES

Kayla Itsines lands $13m Gold Coast waterfront mansion

The Sweat app co-founder has wrapped up her Gold Coast property hunt with a $13 million Mermaid Waters mansion – one that won the President's Award at last year's Gold Coast Housing and Construction Awards. The waterfront home sits on 81.5 metres of frontage with a tennis court, infinity pool, and private pontoon. The tropical colonial verandas alone are worth the click.

MOVERS + SHAKERS

realestate.com.au extends Sydney Swans partnership

The three-year deal takes the collaboration through to 2029 and marks a decade of partnership with the club. More here.

Neil Casey builds specialised buyer's agency

After a health scare prompted a career reset, he's partnered with buyersagents.com.au to focus on small developments and granny flat strategies for investors. More here.

Harcourts Foundation announces 2026 Charity Golf Day

The event returns on June 8 at Glades Golf Club in Robina to support Orange Sky, following last year's success raising funds for 48 backpack beds. 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

Agents love the freedom of not working 9–5 … especially when it means squeezing 140-odd hours into a “flexible” week. ⏰📈

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.

Content in the ‘Together With’ section is sponsored. Interested in promoting your brand to Elite Agent’s audience? Learn more at advertise.eliteagent.com.