GOOD MORNING FROM ELITE AGENT

Ladies, wearing high heels might make you feel fabulous during showings, but by the end of the day, you're wondering if you're closing deals or just barely surviving the pain. Check out this UK story calling for fines against companies that force women to wear high heels at work. Good thing we all pack a pair of joggers in the car!

Today’s read time: 4 minutes, 48 seconds.

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MARKETING

Why personal branding matters

You might assume that personal branding is only necessary for influencers, CEOs, or salespeople, but that is definitely not the case, according to Ellen Bathgate of ContentCollab.

As the founder of a content marketing agency specialising in helping property managers, BDMs, and rent roll owners grow their businesses, she stresses the importance of personal branding for property managers, even those who aren't responsible for rent roll growth.

Ellen said that property managers can benefit from shaping their personal brand because, whether you like it or not, if "you can be found with a quick Google search, you’ve got a personal brand." Personal branding isn't just about signing up new landlords; it’s about building connections with current clients and showing them who you are beyond the job.

She explains that when clients feel like they know you, they are more likely to send referrals your way, proving that personal branding is a powerful tool for retaining and growing a client base.

Humanising your role

Building a personal brand allows clients to see the real person behind the job. Ellen highlights that this helps clients see that "there’s more to you than just collecting rent and scheduling maintenance."

Sharing aspects of your life, such as your involvement with a local charity or your hobbies, makes interactions "more relational and less transactional." This helps strengthen client relationships, as people prefer to work with someone they can relate to and trust.

Combating negative perceptions

In the face of widespread criticism towards the property management industry, a personal brand offers a way to counterbalance the often negative media coverage. Ellen said it’s easy to feel as though the narrative is "a little one-sided," but developing a personal brand allows you to showcase your side of property management.

You can demonstrate that you are working hard and doing your best in challenging market conditions, which helps clients see you as a professional.

Building trust and credibility

Establishing trust is crucial in property management, and a personal brand is an effective way to remind clients of your expertise. Ellen said that "the more clients see you as an expert who’s got their best interests at heart, the more they’ll trust your judgement and advice."

This is particularly important when problems arise; having a foundation of trust makes difficult situations easier to manage. A strong personal brand not only reinforces your credibility but also ensures that clients are confident in your ability to handle their property with care and attention.

ICYMI, yesterday we featured Hannah Gill on our digital cover. Find out how she is reshaping real estate with a people-first approach.

TOGETHER WITH THE ‘CALL ME SUCCESSFUL’ PODCAST

What critical decision led Steve Mutton to give up selling and focus solely on leadership—and would you make the same choice?

In this episode of “Call Me Successful,” Avi Khan chats with Steve Mutton, a renowned real estate leader, about his journey from auction lister in Coffs Harbour to running a successful multi-office business on the Gold Coast.

In this episode, Steve reveals how he transitioned from selling to managing over 100 agents and why his "culture over commission" approach became a key to his success. He also discusses the importance of adapting leadership strategies to the changing real estate landscape.

Curious about how Steve recruited top talent in a competitive market and his vision for the future of real estate?

Tune in to this episode of “Call Me Successful” here

SMART SNIPPETS

Rental reforms not helping in NSW
Despite a slight uptick in Sydney's rental vacancies, the housing crisis continues to worsen across New South Wales. While the city saw a 0.1% increase to a 1.9% vacancy rate, regional areas are experiencing even tighter markets. The Real Estate Institute of NSW warns that proposed rental reforms could drive more investors away, potentially removing thousands of properties from the market.

NZ Construction costs rise amid industry slowdown
Despite a two-year downturn in New Zealand's construction sector, building costs have shown a slight uptick. The latest CoreLogic data reveals a 1.1% increase in the September quarter, reversing previous declines. While annual growth remains low at 1.3%, new policies and potential interest rate cuts could boost the industry. Experts are eyeing a possible resurgence in 2025, with developers poised for any signs of recovery.

New home sales steady as market confidence gradually returns
New home sales remained stable in September compared to August, indicating that confidence in the housing market is slowly returning, according to the Housing Industry Association (HIA). Over the past 12 months, sales have risen by 8.6%, with notable growth in South Australia, Western Australia, and Victoria.

As consumer confidence improves and economic conditions stabilise, the housing market is expected to recover, with strong population growth and low unemployment driving future home building activity.

SOUND WAVES

How to appeal to the next generation of workers

Today’s curated listen is about how to attract and retain Gen Z employees - and contrary to popular belief, they are more motivated by stability and purpose than quick promotions.

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

Read the article from HRM here

AGENTS ON SOCIAL

Cold calling for real estate agents is like the Brussels sprouts of the job … you know it’s good for you, but that doesn’t make it any easier to swallow. As Taylor Swift remind us: “After a while, you realise it’s just part of the job.” 🥶📞

@fitwill73

Part of the job #Realestate #RealtyHumor #RealestateAgent #RealtorFun #FunnyRealtor #FunnyVideos #TaylorSwift #coldcall #RealestateColdcal... See more

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Wishing you a productive day

Elite Agent is crewed by Mark Edwards, Catherine Nikas-Boulos, Rowan Crosby, Giverny Pringle, 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.

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