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People place significantly more value on things they’ve built themselves than on identical, ready-made versions. In fact, Harvard researchers found the perceived value can jump by around 63 per cent. In one study, participants who assembled a simple IKEA storage box valued it at $0.78. When that same box was handed to someone already built, its value dropped to just $0.48. Nothing changed except who did the work. This is known as the IKEA Effect, and it shows up in listing appointments all the time. Sellers aren’t just pricing a home, they’re pricing their effort, time, and emotional investment. That deck they built themselves isn’t just timber and nails, it’s weekends, sweat, and a good story. Understanding this bias helps agents manage expectations more effectively.

In today’s edition of The Brief

*Consistency creates outcomes that look like luck
*Treat every listing presentation as a disciplined, data-led conversation that ends with clear next steps
*Capital city house prices rose again in the December quarter, extending the longest growth run in a decade

Today’s read time: 6 minutes, 49 seconds

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MINSDET

Lucky socks, long game: How Nick Roche turned superstition into a $34.6 million week

The mindset behind the numbers

Nick Roche’s $34.6 million week was not the product of luck, despite the superstition that caught attention. Behind the golden retriever socks and Eye of the Tiger playlists sits an eight-year foundation of consistent follow-up, data discipline and relationship-building that began when he was still a teenager.

The 25-year-old Ray White Ascot agent’s standout run across Ascot and Hamilton was the visible outcome of years spent earning trust, building a deep database and connecting buyers and sellers at precisely the right moment.

The superstition that sharpens the mindset

Nick is unapologetic about his rituals. From lucky socks to pre-auction soundtracks, the routines are less about superstition and more about mindset. “It keeps things light,” he said. “Real estate is high pressure. If you can control your energy, you perform better.” For Nick, those habits help him stay focused and consistent during high-pressure weeks when negotiations stack up and timing matters.

Five years for one sale - and why patience paid off

The $9.8 million sale of 104 Alexandra Road, Ascot, was years in the making. Nick first contacted the owners as a teenager and stayed in touch long after most agents would have moved on. When the time came to sell, the owners chose him over more established competitors. “They’d seen me turn up again and again,” he said. The result was a street record by millions, achieved after the first open home and underpinned by trust built over time.

Data first, energy second. Never the other way around

While the socks may draw attention, Nick is clear that performance comes from preparation. He has worked in real estate since 17 and is known for his recall of names, historical sales and pricing detail across Brisbane’s inner north. “I’m very data driven,” he said. “That side of it has always come naturally.” The rituals, he said, do not replace process - they support it, helping him show up calm, confident and ready to execute.

Read the full story here.

ICYMI, yesterday, we discussed why knowing your business beats delegating it.

TOGETHER WITH THE ONE CONFERENCE

How to get to the top in Australia’s hottest market

Leading Gold Coast agent Sam Guo, has maintained his position at the top of Australia's luxury property market by focusing on fundamentals. Even though the hot Gold Coast market has transformed dramatically, his approach remains simple. "It's about service, results, and relationships." His team now averages 50-65 transactions yearly at a mid-$3 million price point, and he does it all by putting people first and understanding what buyers want.

Sam will be sharing his insights at The One Conference on January 29th. 100 new tickets have been made available after the event sold out.

Find out more about Sam’s journey here.

DATA

House prices extend record run

Every capital city posted gains in the December quarter, extending the national growth streak to 12 quarters – the longest run since 2012-2015. As previously reported, Perth crossed the $1 million median to become Australia's sixth million-dollar city, while Melbourne hit a new record for the first time in four years. Domain's Dr Nicola Powell says three rate cuts, tight supply, and wage growth are keeping the momentum alive into 2026.

BACK TO BASICS

Preparation beats personality in winning listings

The top 20% of agents secure more than 60% of residential listings nationally – and according to coach Claudio Encina, preparation is what separates them from the rest. The traditional pitch-style presentation is dead, he says. For agents still building their track record, case studies from your office and clear process explanations can fill the gap your reputation hasn't had time to build.

HOW IT SOLD

The $5.2m Bulli home only one buyer saw

Jack Corbett leveraged his network of local agents to give Sutherland Shire, NSW, clients exclusive access to 6 Hutton Avenue, Bulli – a near-new, architect-designed property they hadn't initially considered. The four-bedroom home features rare six-car basement parking, a configuration that drove the targeted search. After complex negotiations, they secured it for $5.2 million.

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

CELEBRITY HOMES

AFL legend's Adelaide retreat draws 100 groups

Built as a private reset from elite AFL life, Travis Boak’s Somerton Park home has done the opposite of flying under the radar, with 100 groups through the first open as buyers lined up to see the four-metre ceilings, heated pool, private gym and cinema built for switching off.

MOVERS + SHAKERS

Donald McKillop rebrands to Harcourts.

The 30-year industry veteran is handing sales leadership to protégés Rick O'Halloran, Reece Beckley and Petar Krnjeta while stepping into an asset management and mentoring role.

Bronwen Lipscombe joins Belle Property.

The top agent brings her expertise to the Upper North Shore team, working from the Pymble office to strengthen the agency's presence in Sydney's prestigious market.

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 I could go back in time with the experience I have now, I wouldn’t bother meeting Genghis Khan or changing history. I’d just quietly reassure my younger agent self that not every listing needs to be won, not every phone call needs to be answered after hours, and that experience really does make the job feel lighter. ⏳🙂

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

Wishing you a productive day!

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