GOOD MORNING FROM ELITE AGENT 👋

Today, is unofficially Swap Ideas Day. It’s a fun reminder that creativity thrives when ideas are shared and built upon. Whether you're brainstorming a new campaign, a clever property pitch, or smarter workflow strategies, a fresh perspective could be the spark you didn’t know you needed.

So why not take a moment today to bounce ideas off a colleague, your team, or even a friend? You might just land on your next big breakthrough, one conversation at a time.

Today’s read time: 6 minutes, 22 seconds

New to The Brief? Join us for free. 🤝

SOCIAL MEDIA

Likes to landlords

Turning social media attention into rent roll growth

You're showing up on social media, posting regularly, maybe even getting a few likes, but are those likes turning into landlord clients?

According to Ellen Bathgate, they can. But only if you stop treating social media like a digital flyer and start using it as a tool for trust-building, relevance, and conversation. In 2025, being active on social is about being intentional.

What landlords actually care about

Landlords are more likely lying awake wondering, “Why haven’t I heard from my property manager?” or “Am I being overcharged?” Ellen urges agents to ditch the generic service talk and speak directly to landlord anxieties. Instead of saying, “We’re proactive,” try, “3 signs your property manager is ghosting you.”

Trust first, leads later

Landlords won’t DM you after one Reel. Trust builds over time, and it thrives on consistency, not constant promotion. Bathgate recommends real, casual content that actually helps; like landlord case studies, tips like “How to know if you're overpaying,” or selfie-style videos offering honest advice.

The good news is you don’t need a videographer or a ring light. You just need to show up two or three times a week with something worth saying.

Let your results guide you

Posting aimlessly is exhausting. So don’t. Instead, keep an eye on what gets saved, shared, or sends people to your bio. Those are your green lights. If a post gets DMs or questions, turn it into a story, a video, or a deeper dive. Treat each like a test result, and create more of what works.

Make the next step effortless

This is where many agents fall short. You've built trust, but don’t forget to tell landlords what to do next. Bathgate’s advice is to keep it natural: “DM me the word PROPERTY,” or “Link’s in my bio for a free rental check-up.” You don’t need a CTA in every post, but every third or fourth keeps the door open.

In most cases, posting more isn’t the answer, posting “smarter” is. If you focus on what landlords care about, and make it easy to move the convo off-platform, you’ll turn attention into action.

Read the full article here.

ICYMI, we found out why success can stall top agents

COUNTRY EXODUS

Regional areas outpacing cities for migration

Despite an overall 15.2% decline in movement across Australia, regional areas continue to attract city dwellers, with 26% more people moving to the regions than heading to capitals. The Sunshine Coast has reclaimed its position as the top regional destination, while East Pilbara in Western Australia recorded a stunning 311% annual increase in migration.

RETAIL RECOVERY

CBD retail recovery speeds across major cities

Australia's CBD retail markets are bouncing back with vacancy rates dropping significantly in four of six major capitals. Adelaide leads the recovery (9.6%), followed by Perth (11.6%), Brisbane (10.9%), and Melbourne (8.8%). However, Sydney bucks the trend with vacancy rising to 6.7%.

An interesting divide has emerged between fashion-focused cities (Sydney and Perth) and food-heavy markets (Canberra, Melbourne, and Brisbane), while experiential retail concepts drawing social media attention are reshaping shopping districts nationwide.

AFFORDABLITY

US housing affordability could get back to normal

The path back to normal US housing prices doesn't require a market crash, according to a new analysis. If mortgage rates fall to 5.5% from current 6.7% levels while home prices grow at a modest 1.4% annually, housing affordability nationwide could return to normal by November 2030. Tech-driven markets like San Francisco and Seattle are leading the recovery, while many Midwest and East Coast cities may wait longer than a decade for relief.

CELEBRITY HOMES

Fitness influencers snap up $3m cement dream home

A Gold Coast property made entirely of micro-cement has sold for $3 million to fitness influencers Jarrah Martin and Courtney McConnell, setting a new record for Robina. The six-bedroom home, transformed from a 1980s property, features walls, floors, ceilings, and even furniture covered in micro-cement, with workers spending 12,000 hours hand-trowelling more than 2,500 square meters of concrete. The luxury property attracted 90 groups at its first open home before selling early to the influencers, known for their "unmistakeable yellow Lamborghini."

MOVERS + SHAKERS

Century 21 Novocastrian acquires neighbouring agency

Casey Healey's team has completed the full acquisition of Century 21 Aaron Walter, their second agency purchase in three years, growing to 36 staff across the Hunter region. More here.

Ray White Northern Beaches adds two new agents

Cameron Macdonald joins the Palm Beach office focusing on Avalon, while Nick Albert will concentrate on the Dee Why market as part of the group's expansion across the peninsula. More here.

Harcourts expands with new Midland office

Ryan and Jamie Jaura are leading Harcourts District with a focus on approachable, people-first service in the vibrant multicultural hub. 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.

AGENTS ON SOCIAL

Spinning in circles until my clients admit it... it's time for a new house.🏠💫

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.

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.

Content in the ‘Together With’ section is sponsored. Interested in promoting your brand to Elite Agent’s audience? Learn more at advertise.eliteagent.com.

Was this email forwarded to you? Sign up here.