GOOD MORNING FROM ELITE AGENT

On this day in 1886, a pharmacist named John Pemberton sold the very first glass of Coca-Cola in Atlanta. It started as a tonic in a small pharmacy, but with consistency and smart branding, it became one of the most recognised names in the world.

There’s a reminder here for real estate: even the biggest success stories start with one client, one listing, one neighbourhood. Build trust, stay consistent, and you never know how far your brand can go.

Today’s read time: 5 minutes, 55 seconds

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OPINION

Why overpricing is a deal breaker

Why facts, not flattery, win the listing and the sale

When it comes to pricing property, charm and confidence might help you win the listing, but it’s cold, hard facts that win the sale. In this refreshingly no-fluff take, Ryan McCann of First National Cleveland makes the case for cutting through emotional noise and anchoring pricing conversations in data, buyer behaviour, and psychological insight.

Let buyer feedback do the heavy lifting

Rather than pushing a number, Ryan advocates for showing, not telling. He provides sellers with feedback reports summarising buyer responses after inspections, including what they say about the layout, location, and especially the price.

If eight out of ten potential buyers peg the home in the “early threes,” it becomes much harder for a seller to cling to a fantasy number in the “mid threes.” As Ryan puts it, “The sellers usually reach the conclusion themselves.” It’s a method that shifts the agent’s role from persuader to translator of market reality.

Price reductions? Call it a ‘market check-up’

The term “price reduction” often triggers fear, frustration, or a bruised ego in vendors. That’s why Ryan reframes these conversations as “market check-ups.” Instead of seeing it as a retreat, the seller is guided to view it as a proactive adjustment based on real-time market signals.

It’s a psychological reframe that keeps the conversation productive and helps vendors stay solution-focused. Presenting comparable sales, feedback patterns, and time-on-market stats further positions the agent as a trusted advisor rather than a bearer of bad news..

Appealing to logic, not emotion

Sellers don’t just think their home is worth more, they feel it. From the “endowment effect” (overvaluing what we own) to “loss aversion” (the pain of letting go for less), emotions run deep. Agents who ignore this lose credibility, or worse, lose the listing. Ryan’s advice?

Acknowledge the emotion, but anchor the decision in facts. And most importantly, resist the temptation to overquote just to win the listing. That kind of flattery may feel good in the moment, but it often leads to stalled campaigns and harder conversations down the track. Bottom line: Data builds trust. Transparency earns respect.

Read the full article here.

ICYMI, yesterday we discussed why your rent roll’s most dangerous drain isn’t financial, it’s emotional.

DEPT OF PROPERTY PRICES

Outer suburbs become property hotspots

Australia's housing market has some new high-performing locations, as affordability pushes buyers outward. In Sydney, not a single top-performing suburb sits within 20km of the CBD, while Melbourne shows similar trends with 38% of outer suburbs growing versus just 4% in the inner city. For Brisbane, 17 of its top 20 growth suburbs are at least 20km from the city centre, with lower-priced homes seeing nearly triple the growth rate of premium properties.

DEPT OF SUPPLY AND DEMAND

Apartment approvals fall sharply as housing targets come under pressure

New figures from the ABS show total housing approvals dropped 8.8 per cent in March, with apartment approvals falling by 27.4 per cent to just over 3,000 dwellings. Victoria recorded a steep decline, with approvals down from 2,294 in February to 671 in March. The Property Council of Australia warns the downturn highlights the difficulty of meeting the national target of 1.2 million new homes by 2029.

DEPT OF AI

How to outsmart the market with a real estate SWOT (Powered by ChatGPT)

Feeling a bit reactive lately? A SWOT analysis can help you get back in the driver’s seat. With ChatGPT doing the heavy lifting (yep, even the research part), it’s easier than ever to spot your strengths, plug your gaps, and sniff out what the competition’s up to. Whether you're planning for next year or just want a clearer picture of where you stand, this fast, AI-friendly approach gives you the edge. No spreadsheets required.

CELEBRITY HOMES

Michael Jordan’s neighbourhood just listed a $38.5M stunner, and it’s next level

There’s a new listing on the block in Florida’s Bear’s Club, and it’s not your average neighbourhood. This gated enclave is home to the likes of Michael Jordan and Rory McIlroy, so you can guess the bar’s set pretty high. The latest addition? A 10,000-square-foot mansion with a $38.5 million (roughly AUD $59.5M) price tag and a features list that reads more like a resort than a residence.

We’re talking seven bedrooms, 75 slabs of imported marble (yes, someone counted), a wine cellar, home cinema, and a midnight blue pool. There’s room for eight cars in the garage — plus the all-important golf cart. With a Jack Nicklaus-designed course right on your doorstep, it’s safe to say this place takes golf-side living to the next level.

MOVERS + SHAKERS

REMAX Revolution expands to Pimpama with Hunt sisters at the helm

Eiles and Brittany Hunt have launched a new REMAX office in Pimpama, bringing local experience and the brand’s latest global look to the growing suburb. More here.

Darren Lambert and Cameron Vurovecz launch Ray White West Realty

The experienced duo have brought their three established offices in Cairnlea, Caroline Springs and St Albans under the Ray White banner to serve Melbourne's western corridor. More here.

Success doesn’t rest on weekends! 
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AGENTS ON SOCIAL

Real estate agent: gets a lead… suddenly browsing luxury cars like settlement’s next Tuesday. Manifesting? Maybe. Premature? Probably.🛍️ 💰

Seen an Agent On Social we should include? Let us know here (email link)

Wishing you a productive day!

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