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Today’s read time: 4 minutes, 30 seconds.

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MARKETING

Content marketing in 2025: real, raw, and ready to win

Content marketing is shifting, and it’s great news for small agencies and property managers. The pressure to create polished, high-production content is fading, replaced by a demand for authenticity, real-time updates, and bold opinions.

Instead of spending hours perfecting videos, agents who show up as themselves - unedited and in the moment - are getting the best engagement. The good news? Ellen Bathgate, founder of ContentCollab, says this trend makes content marketing easier and more effective than ever.

Imperfection is winning

Forget scripted videos and professional edits, what’s resonating now is content that feels natural, raw, and real. “We’re craving connection and humanity. Perfectly polished content feels like a sales pitch, while a simple, ‘I just wanted to share this quick thought’ video feels like a conversation,” says Ellen.

Social media platforms are rewarding unfiltered content, making it easier for smaller brands to compete. The key? Authenticity over perfection. Next time you have a client win, rental challenge, or industry insight, just grab your phone and share it.

Opinions over generic tips

Ellen thinks audiences are tired of the same-old “3 tips for success” articles and want real opinions and insights. In 2025, she says it’s not about best practices, it’s about your take on what’s working in your market right now.

“Sharing your unique viewpoint helps you stand out while building trust,” and people are drawn to professionals with strong perspectives. Want to stand out? Ditch the generic content and share your real-world experiences, even the mistakes you’ve learned from.

Real-time content over evergreen

People want what’s happening now, not generic advice and real-time content makes your audience feel involved and engaged in your journey. “People don’t just want to learn from you. They want to feel connected to what you’re experiencing right now.”

Whether it’s a behind-the-scenes look at a property, a live market update, or a story unfolding over time, showing real-time insights creates urgency and builds deeper engagement.

ICYMI, last week we discussed why you can’t automate trust

TOGETHER WITH AI POWERED AGENTS

How to make your market updates more valuable in less time

Real estate agents know the importance of consistent market updates, but getting them out week after week can be challenging. According to AI Powered Agents’ Samantha McLean, the key is to just get them done, but with a clear framework and fresh insights, the process becomes much easier.

Samantha suggests moving beyond basic market data, which clients can find anywhere, and instead offering a local expert’s perspective. “What people in your local community can’t find is your take on what those numbers mean for their street, their investment, and their next move.”

To help agents stand out, Samantha provides a Market Pulse Prompt, which includes:

• A quick check of Domain, Proptrack, CoreLogic, or MLS stats

• One or two notable local market updates

• A real client experience from the past week

Instead of simply reporting clearance rates or median prices, Samantha encourages agents to add real-world observations. For instance, a better update might highlight buyers who missed out on a property and are still looking, offering useful insights beyond the headlines.

Agents can use these updates in weekly emails, social media posts, and open home conversations. She also suggests writing them on Sunday night for a Monday send and responding quickly to client replies. For agents looking to improve their updates, click here

SMART SNIPPETS

Premium properties set to surge with rate cuts
Australia's high-end property market is preparing for a significant bounce back. CoreLogic research suggests national dwelling values could jump 6.1% for every percentage point rate cut, with premium markets in Sydney and Melbourne leading the charge. Inner-city areas like Leichhardt and Whitehorse are positioned to be frontrunners in the recovery, while Perth might get left behind.

New water efficiency rules for NSW rentals
From 23 March, NSW landlords can only charge tenants for water usage if their property meets updated water efficiency standards, including shower heads and taps with a maximum flow rate of 9 litres per minute, no leaking taps or toilets at the start of the tenancy or after upgrades, and dual-flush toilets with a minimum 3-star WELS rating. The five-year transition period for dual-flush toilets also ends next month.

CLI expands in Japan with US$700 million data centre deal
Singapore’s Capitaland Investment (CLI) is strengthening its real estate portfolio in Japan with a $700 million investment to develop its first data centre in the country, capitalising on the growing demand for AI-driven digital infrastructure. The real estate asset manager has secured a prime land parcel in Osaka, a city fast emerging as a data centre hotspot, along with 50 megawatts (MW) of power capacity for the development.

CELEBRITY HOMES

Former home of Michael Hutchence listed for auction
Take a sneak peek into a two-bedroom terrace in Paddington, NSW once owned by legendary INXS frontman Michael Hutchence. The 1840s-era cottage retains its original charm, featuring high ceilings, fireplaces, and a central courtyard.

MOVERS + SHAKERS

Top Under 30 agent Arden Savio joins Adrian William.
The rising Inner West specialist brings his innovative buyer-focused approach to the leading Sydney agency. 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

Keeping anxious clients calm and confident

Nervous buyers or sellers? Reassure, don’t rush - your job is to build trust and guide them through the process. Skip the DIY resources and be the expert they need. Plus, check in after the chat to show you’re invested not just in the deal, but in their peace of mind too.

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

Read the article from Involve.me here

AGENTS ON SOCIAL

Keeping it sleek and simple? Or just selling a modern, minimalist masterpiece (aka a very empty house)? Either way, let’s call it 'spacious and full of potential’ shall we. 🤔 🎬

@sh3ryl13

Home Media Reels. Call us #realestatevideo #swflrealestate #newlisting #luxuryhomes #realtor #homevideos #capecoralfl #newdesign #mediamar... See more

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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