GOOD MORNING FROM ELITE AGENT

It was on this day in 1965 (60 years ago) that Soviet cosmonaut Alexei Leonov became the first person to walk in space, spending 12 minutes outside the Voskhod 2 spacecraft. This groundbreaking achievement reminds us of the importance of stepping out of our comfort zones - and you never know what extraordinary opportunities doing something that scares you might lead to on a ‘choose’ day.

Today’s read time: 7 minutes, 51 seconds

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MARKETING

What Ryan Reynolds and Alex Hormozi can teach you about marketing

If you've ever noticed a buyer respond differently to a property after seeing several others first, you're witnessing a powerful psychological effect.

When a seller hears "We return every call within 30 minutes” vs what they know of your competition, they may be experiencing one of psychology's most powerful tools: the contrast principle.

The contrast principle is a cognitive bias where our perception of something is influenced by what we compare it to. When two properties are shown in sequence, our brain naturally evaluates the second one about the first, often making their differences seem more significant.

This principle was demonstrated in research by psychologists Itamar Simonson and Amos Tversky, who found that when consumers were presented with three options—budget, mid-range, and premium—their perception of value shifted dramatically based on how the options were positioned relative to each other.

In today's feature, marketing expert Alex Hormozi demonstrates this principle through a Ryan Reynolds advertisement for Mint Mobile. You don't need to be a movie star or a national brand to leverage contrast in your real estate business—here's how to put it to work.

1) Create a clear comparison narrative
When you're not the biggest agency in your area, positioning yourself as more boutique vs the competition can be extremely effective. Smaller agencies don't just say they provide personal service—they might explicitly state, "The bigger agents process hundreds of clients; we focus on giving you individual attention."

This works because it creates an immediate mental comparison that makes your offering seem more appealing.

To apply this to your real estate business:
• Identify what your competitors do that frustrates clients
• Position your approach as distinctly different
• Use straightforward language that highlights the clear difference

Remember: This approach works best when you're not the market leader. If you're with a major franchise, focus on contrasting your solution against the problem itself (eg lack of service), not the actual agency.

2) Convert abstract prices into meaningful comparisons
Notice how some agents often compare a $50 per week price difference to "one family takeaway dinner"? This technique transforms an abstract number into something real and relatable.

Our brains find it difficult to assess prices in isolation. By providing a familiar point of comparison, you help clients understand the true value of the investment.

Try these methods:
• Break down mortgage payments into daily costs ("just $15 more per day")
• Compare price differences to common expenses your clients make regularly
• Use visual examples that show the price difference

One successful agent tells clients: "The difference between these two properties works out to less than your daily coffee habit." This makes the higher price feel less significant compared to everyday purchases.

3) Structure your property options to guide client decisions
When you present three options, the arrangement of the middle choice guides clients toward your preferred option. If the middle option seems less impressive than the premium option, the contrast principle says the client may choose to stretch their budget.

To implement this approach:
• Show properties in a strategic sequence
• Position your preferred property as the apparent value choice
• Use descriptive cues to draw attention to your target property

The beauty of the contrast principle is how versatile it is. Strategic contrasts can be your best friend, whether you're selling apartments, family homes, or luxury estates.

Remember: The most effective contrasts highlight genuine differences that matter to your clients. Exaggerate too much, and you'll lose trust. Find the right balance, and your clients will wonder why they looked beyond you.

Check out how Ryan Reynolds does it here.

ICYMI, yesterday, we learned how to Master Deals Like an FBI Negotiator.

TOGETHER WITH AILO

LJ Hooker announced a partnership yesterday that has got their property managers pretty excited, with one Queensland franchise principal reporting his team "have never been happier" with dramatically reduced paperwork, minimal arrears, faster creditor payments, and more satisfied clients.

Ailo, the all-in-one platform manages payments, accounting, communications and workflows in a single system. "It's helping us grow and scale the business without adding complexity," says Nerang principal Shane Colquhoun.

Read more about the nationwide partnership here.

SMART SNIPPETS

It’s just ‘weather’
The market, like some of the wild weather we’ve been having, doesn't care to much for your feelings. When changing conditions gather over the real estate landscape, many agents waste precious energy cursing the downpour instead of reaching for an umbrella.

But what if the challenging market isn't your enemy but more of a reality requiring a different allocation of your time? Mark McLeod, in this clear-eyed assessment of today's real estate environment, reminds us that successful agents don't blame external conditions; they adapt to them.

Build your database with AI
In the digital marketing landscape, attention is the currency we all chase, but what happens after you capture it? Sam, co-founder of Elite Agent, understands this challenge intimately. Having guided countless real estate professionals through the digital maze, she's observed a common pattern: agents creating brilliant social content that generates fleeting engagement but fails to build lasting connections.

There is a practical solution to this problem - and that’s converting social media followers into email subscribers through strategic lead magnets. This used to be hard but it’s now pretty easy with a straightforward two-step workflow using AI to create templates that potential clients actually want. Get the prompts here.

Become a member of AI Powered Agents and get heaps more like this for less than a latte a week (see what we did there!?).

Natural disasters threaten $17 trillion in homes
More than half of America's GDP equivalent in residential real estate value is at major risk from extreme wind alone. According to Zillow analysis, homes with major fire risk are valued at $9.1 trillion, while flood-prone properties represent $7 trillion. Surprisingly, high-risk homes often command premium prices—properties with extreme flood risk list for 22% more than those with minor risk.

CELEBRITY HOMES

Ellen DeGeneres lists one of her last US homes
Ellen DeGeneres is continuing to offload her US real estate holdings, listing one of her last remaining California homes for $5 million (approx. $7.6 million AUD). The two-bedroom, two-bathroom property was bought for $2.9 million (approx. $4.4 million AUD) in 2020. This follows her recent re-listing of another Montecito estate for $29.99 million (approx. $45.6 million AUD), reinforcing her commitment to her new life in the UK with wife her Australian wife Portia de Rossi.

MOVERS + SHAKERS

Natalie Snooks builds a family dynasty at Area Specialist.
The second-generation agent has now welcomed her own children into the business, continuing the family's 26-year legacy in Perth's City Beach market. More here.

Ray White Queensland partners with Netball Queensland.  
The two-year deal will see the real estate group's brand featured on the Queensland Firebirds' 2025 playing uniform and connect with netball communities across the state. 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.

SOUNDWAVES

What we can learn from Elton Mayo’s management theory

Elton Mayo’s human relations theory emphasises that employee motivation comes from social connections and teamwork rather than just financial incentives. For real estate agencies, fostering a culture of collaboration, open communication, and strong team cohesion can drive productivity and job satisfaction.

Dive straight into the listen below or the deeper dive here.

Read the article from Business here.

AGENTS ON SOCIAL

Once upon a time, real estate agents just sold houses. Now, they’re also part-time filmmakers, social media stars, and expert selfie takers. 🎥 🎬

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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