GOOD MORNING FROM ELITE AGENT 👋

September 15 isn’t just another day on the calendar, it’s Greenpeace Day, a fun global nudge to think a little greener. And while you might not be chaining yourself to a tree, it’s a great moment for real estate agents and property managers to spotlight sustainable living. Think: promoting energy-efficient homes, encouraging digital paperwork, or even just choosing a reusable coffee cup en route to your next inspection. After all, the greener the planet, the more attractive the property.

And in perfect timing, PM/One - one of Australia’s premier property management events kicked off yesterday with fresh ideas on future-focused, sustainable strategies. We’re bringing you a selection of highlights from the event - see more of the action here.

Today’s read time: 7 minutes, 02 seconds

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SOCIAL MEDIA SALES

Selling without the 'list'

How Luke Saville moves apartments via TikTok and Instagram

When The Agency’s Luke Saville uploaded a casual TikTok video of a $500K apartment in Hawthorn, he had no clue it would spark a bidding war and a swift sale. Fast forward 12 months, and the Melbourne-based agent has sold 25 apartments via TikTok and Instagram; many before they ever hit traditional portals. For Luke, social media isn’t just an add-on; it's the whole marketing strategy. Just by meeting buyers where they scroll, he’s rewriting how real estate gets done by Gen Z.

The soft launch revolution

Luke’s strategy centres on soft-launching listings through social channels, often skipping the major portals altogether. His Instagram broadcast list, aptly named the Soft Launch Club, now has 1,700 active buyer members. “We put properties in there before they go online… the last two we’ve sold came directly from that channel,” he says.

This pre-market exposure translates into pre-qualified buyers, less time on market, and zero spend on traditional advertising. This pre-market exposure translates into pre-qualified buyers, less time on market, and zero spend on traditional advertising.

Raw, real, and effective

Forget slick production. Luke’s early TikToks were “shaky” and unfiltered, but they worked. “I didn’t even know what one of those selfie stick things was. Someone told me to get one, and that smoothed out the videos a lot,” he says. Buyers didn’t care. They valued accessibility over aesthetics. One DM later, with auto-responses delivering full inspection details and price info, and Luke’s prospects are ready to buy.

“So if they send me a direct message with the word ‘Riversdale,’ for example, which may the be street the property is on, and they’ll get an auto-response straight away with all the information,” he explains. “By the time they come along to the inspection, they’ve seen a walk-through video, they’ve got all the information, and they’ve most likely got a contract if they’re interested.”

Targeting where it matters

With a laser focus on apartments and first-home buyers aged 25–35, Luke has tailored his entire strategy around where that demographic hangs out: TikTok and Instagram. “They’re spending a lot more time on social media than on REA,” he says. In fact, one buyer at a Toorak auction said he never would’ve discovered the listing if not for TikTok.

Luke’s success has come with a shift in mindset, and a little courage. “You sort of fear what people might say… but I got over that pretty quick. Once we sold the first one, it was like, okay, this actually works,” he says. “In five years’ time, there’s no question, every vendor will demand it.”

Read the full story here.

ICYMI, last week we celebrated Leanne Pilkington’s 30-year career with Laing+Simmons.

TOGETHER WITH FLOORSCAPE

The evolution of real estate marketing

For decades, vendor-paid advertising in Australia was dominated by print, but today those budgets are flowing into digital. In the past year, Australians spent billions on property marketing, with funds now directed to professional photography, cinematic video, floor plans, and tailored campaigns.

The purpose of VPA remains the same, to move buyers from browsing media to walking through the front door, but the method has changed. Quick 24-hour turnaround packages are giving way to deliberate, higher-quality supplier choices that align with campaign strategy.

As property values rise, so too does the willingness of vendors to invest in strong presentation, knowing it directly influences engagement and price. The new standard is clear: “good enough” no longer cuts through, only marketing that is precise, creative, and compelling will.

Find out how FloorScape is helping agents elevate this part of their marketing here.

PM/ONE

Is Your Agency Ready for 5 Million New Households?

Australia’s rental market is set to explode — and most agencies aren’t prepared. At PM/ONE Sydney, Fiona Blayney outlined how property managers must rethink roles, tech, and growth strategies to meet the demands of a 70% increase in housing stock. From AI adoption to multi-generational teams, this transformation isn’t optional — it’s urgent.

PM/ONE

The 15-Call Formula That Changed Everything

At PM/ONE 2025, Lisa Hyland revealed the powerful yet simple system behind Ray White Canberra’s award-winning transformation: 15 client calls a day. Not to chase or sell — just to communicate. The result? Fewer fires, stronger relationships, and a team culture built on trust. In an industry obsessed with automation, this human-first approach proves that real connection still wins.

PM/ONE

How The Agency Scaled From 0 to 12,000 Doors

Discover how The Agency cracked the code on rapid property management growth. National Director of Property Management, Maria Carlino, reveals the strategy behind scaling from zero to 12,000 doors — including smart acquisitions, integrated leadership, and a customer-first culture. It’s a must-read for real estate leaders navigating expansion in a competitive market.

HOME GUARANTEE SCHEME

Expansion to boost first home buyer access

The federal government’s Home Guarantee Scheme will be expanded from 1 October 2025, giving first home buyers far greater access to the market. The scheme, which allows eligible buyers to purchase with a 5% deposit and no lenders’ mortgage insurance, will scrap income and place limits while lifting property price caps. As a result, 63.1% of suburbs nationally will now fall under the new thresholds, compared with just one-third previously.

Caps in Sydney, Newcastle, and the Illawarra will rise to $1.5 million, while Brisbane and Adelaide will increase to $1 million and $900,000 respectively. Cotality economist Kaytlin Ezzy said the changes would level the playing field for buyers without parental support, though the broader access could put upward pressure on prices.

THOUGHT LEADERS

How Shawn Hayes turned AI skeptics into active users

Most offices buy shiny AI tools only to watch them collect dust. Not on Shawn Hayes’ watch. As regional operations manager for four LJ Hooker offices in WA, she’s managed to get 73 staff actually using AI, and loving it. Her trick? No boring group trainings, just 30-minute one-on-ones showing each agent exactly how AI can solve their pain points.

She’s even mapped out four types of AI users, including those who want the perks but would rather let their assistants handle the tech. The results speak for themselves: RiTA-powered SMS campaigns that get neighbours texting back instantly, leads that arrive warm and ready, and agents who feel supported instead of overwhelmed.

For Shawn, the secret sauce is simple: treat AI adoption as a people problem, not a tech one.

CELEBRITY HOMES

Historic mill with Hollywood ties hits market

A landmark Georgian water mill in Buckinghamshire with connections to Oscar-winning actor Sir John Mills has been listed for £3.55M (AUD$7.2M) after nearly 50 years with the same owners. The 8,000-square-foot Wellers Mead features seven bedrooms and a swimming pool regularly used by Mills himself. During its heyday, the area was a celebrity hotspot, with neighbours including Roger Moore, Dusty Springfield, and Cilla Black.

MOVERS + SHAKERS

Besser + Co scores six REIV award nominations

The Melbourne agency is up for Medium Residential Agency, Property Management Department, and Community Service, plus individual nominations including Director Dion Besser for Salesperson of the Year.

Ray White New Zealand celebrates 2025 award winners

More than 1,300 people gathered at Spark Arena to recognise top performers, with Ray White Remuera taking Office of the Year for the eleventh consecutive year.

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

We’re all ears. Your clients don’t need to have the deposit sitting in the bank to start the property conversation. Some will be years away from buying, and that’s okay. The earlier you listen, the stronger the trust (and the pipeline) you’ll build.👂🏡

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.

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