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Scent bypasses rational thought entirely. When buyers walk into a property, smells travel directly to the brain's limbic system - the region controlling emotion and memory - before they've consciously registered a single feature. Research suggests up to 90% of purchasing decisions are influenced by emotions, and in real estate, where buyers are making the largest financial choice of their lives, that emotional shortcut matters.

Simple scents work best. A Washington State University study found shoppers exposed to a basic orange scent spent 20% more than those in unscented environments. Complex blends, (think orange-basil-green-tea), actually underperformed because they required too much mental processing. The brain prefers easy wins.

In today’s edition of The Brief

• Why buyers want immersive, tech-savvy property experiences

• NSW to let renters transfer bonds for $25

• Stop chasing leads - find out how they can come to you!

Today’s read time: 6 minutes, 48 seconds

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LISTINGS

What today's buyers really want from listings

The days of a few photos and a yard sign are over. REA Group's Gerard Connell says the industry is at a turning point – and agents who understand how buyers actually want to consume property information will have a significant advantage.

The rise of immersive content

Buyers want to understand a property's layout, imagine themselves living there, and feel confident before they even visit. Gerard explains that video, 3D walkthroughs, and interactive floor plans are no longer optional extras.

"Consumers love to spend time learning about the property through really high-quality, fast-loading walkthroughs."

But here's what's changing: professional production isn't the only path forward. The full article reveals how REA is structuring its platform to accommodate different content types – and why that matters for your listing strategy.

AI that enhances, not replaces

Generative AI is poised to change how buyers interact with listings entirely. Gerard sees it enabling richer, more natural conversations on platform – with agent expertise influencing the experience in real time.

For agents feeling uneasy about AI's growing role, Gerard has a clear message about what technology can and can't replicate. The distinction he draws between AI capabilities and human judgment is worth understanding.

The deliberate approach

The most successful agents won't be those using every available tool. Gerard emphasises that it's about being deliberate and understanding your customers – but what does that actually look like in practice?

What you'll learn in the full article:

• The content flexibility framework: How to structure listings so different buyer types get what they want

• The uncertainty reduction principle: Why providing richer information upfront leads to higher-value conversations

• AI's real role: What technology can assist with versus what remains firmly in human hands

• The hyper-responsiveness factor: What buyers expect before they even submit an inquiry

Gerard's insights come from extensive experience in technology-driven industries – and his perspective on where real estate is heading could reshape how you approach your next listing.

Read the full story here.

ICYMI, yesterday: Prepare yourself for the AI-empowered property buyer

LEGISLATION

Smart Rental Bonds: What agents need to know

NSW renters will soon be able to digitally transfer their rental bonds between properties under the new Smart Rental Bonds system, reducing upfront costs when moving. Tenants can move their existing bond to a new property for a $25 fee, with the government covering agreed claims to protect landlords.

Chantelle Collin, Head of Property Management at BresicWhitney, said: “Reducing the upfront financial burden for renters is important… when both sides feel supported, we create a healthier rental ecosystem for everyone.” The reform is expected to ease financial stress for thousands of households across the state each year.

THE AI EDIT

The lead source that actually works (hint: it’s not cold calling)

Most agents burn time chasing leads through cold calls or purchased lists, but as Samantha McLean explains, that’s a treadmill that never ends. AI auto-dialers might crank out calls, but they won’t win hearts. The real advantage comes from inbound strategies like content, SEO, and email nurture, which build an asset that keeps attracting leads long after the work is done. Put simply - invest upfront once, and your pipeline compounds over time.

HOW IT SOLD

The vendor who came back four times

A database-first release and eight days on market – that's how Lisa Borstel secured $616,000 for a two-bedroom Marks Point villa. This marks her fourth sale for the same vendor, with the repeat business reflecting years of relationship-building in Lake Macquarie. Her targeted marketing reached buyers already familiar with the lakeside precinct, converting quickly in a suburb where properties move fast.

Your competitors know media coverage gets clients. Are you ready to get yours? getailsa.com

CELEBRITY HOMES

Hollywood charm meets desert cool: Lily Tomlin’s ‘Lily Pad’ up for grabs

Yes, it's really called the "Lily Pad" – and yes, there's a plaque. The Grace and Frankie star's mid-century retreat is asking US$3.895 million (about $6.2 million AUD) after she paid under $500k in 1997. The current owner liked the name so much, his son named the guest house recording studio after it.

MOVERS + SHAKERS

Jennifer Binetter and Carmen Culina join The Rubinstein Group

The duo will focus on development sites and collective sales after co-leading a $30m collective sale of 39 lots in Rushcutters Bay. More here.

First National announces NSW award winners

Byron Bay takes Sales Office of the Year while Port Macquarie's Patterson office claims Property Management Office of the Year. Regional offices dominated the honours list across all categories. More here.

Emma Chapman appointed director at Ray White Bathurst

After building the office's property management arm over three years, she steps into leadership alongside principals Stephen and Kathie Townsend. 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.

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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, 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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