GOOD MORNING FROM ELITE AGENT 👋

October 3 - now dubbed “Mean Girls Day” thanks to the cult 2004 film, is a reminder of how a single pop-culture moment can take on a life of its own and dominate social feeds every year. For industry folk, it’s a useful cue: the internet loves timely, recognisable hooks. A well-timed post, perhaps tying a listing’s pink front door to the film’s “On Wednesdays we wear pink” line or sharing a clever market update with a Mean Girls twist, can spark engagement well beyond your usual audience. The key is to tap into cultural moments authentically and with restraint, so your brand feels current without chasing gimmicks.

Today’s read time: 6 minutes, 23 seconds

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MARKETING

Why less can be more

Marketing with restraint over noise

As competition intensifies in real estate marketing, Mont Property managing director Matthew Podesta says many agencies are missing the point. “Too many rely on scattergun campaigns and personality-driven social media, leaving sellers confused and buyers disengaged,” he says. Instead, he says brand cohesion, communication and restraint often delivers more cut-through than constant noise.

The “deposit myth” is costing you deals

As competition intensifies in real estate marketing, Mont Property managing director Matthew Podesta says many agencies are missing the point. “Too many rely on scattergun campaigns and personality-driven social media, leaving sellers confused and buyers disengaged,” he says. Instead, he says brand cohesion, communication and restraint often delivers more cut-through than constant noise.

Maintaining brand cohesion

As agencies expand, Matthew warns, brand consistency can erode. “When brands run siloed agents with no cohesion, consumers end up getting multiple emails about the same property,” he says. His agency aims to counter this with clear brand rules, patient growth and careful hiring so that, in his words, “team alignment shows up in your marketing.”

Communication as a differentiator

Matthew argues that authentic client contact can be as powerful as any glossy campaign. “More often than not, when we pick up the phone, we know what’s been discussed and where that client is at,” he says. “It’s an authentic collaboration, not a cold call.”

He adds that “healthy, concise, collaborative communication is everything,” and that respectful follow-ups help build trust and long-term relationships.

Read the full story here.

ICYMI, yesterday we reported on how new deposit rules can revive your pipeline.

TOGETHER WITH REA GROUP

REA Group moves into 3D property tech with iGUIDE acquisition

REA Group has announced plans to acquire a 61.5% stake in Planitar Inc., the Canadian company behind the iGUIDE camera and software platform. iGUIDE uses AI, LiDAR and 360° imagery to create detailed 3D virtual tours, interactive floor plans and accurate property measurements, helping buyers better understand a home’s layout and dimensions. Already used for a quarter of Canadian property sales and in over 50 countries, iGUIDE enables agents and photographers to capture and edit immersive property tours efficiently.

REA CEO Owen Wilson said the move strengthens REA’s focus on personalised, interactive listings that keep consumers engaged and help agents stand out. While only about five per cent of listings currently feature 3D tours, he expects adoption to grow as the technology becomes more accessible.

Read more about iGUIDE here.

AFFORDABILITY PUSH

Apartments boom as buyers seek affordable homes

Australia's apartment market is on the rise, with units now accounting for 42% of all property transactions nationwide. The trend is accelerating following the October 1st expansion of the First Home Guarantee Scheme, creating new opportunities for thousands of homebuyers in urban areas. In Sydney, apartments now represent 51% of sales, while even regional hubs are seeing significant growth as affordability pressures push buyers toward units rather than houses.

TINY HOUSES

REINSW endorses tiny homes trial to boost housing options

The Real Estate Institute of New South Wales (REINSW) has backed a two-year trial in Shellharbour, NSW, allowing mobile tiny homes on residential properties without a development application, subject to strict conditions. The move is designed to provide more housing choices amid ongoing affordability pressures and must still be approved by the NSW Government. REINSW chief executive Tim McKibbin said the initiative shows how local councils can play an active role in addressing the housing crisis. He warned that “prohibitive planning regimes are the enemy of new housing” and urged other councils to explore similar reforms.

LEGAL: US LISTING GIANTS

US regulator sues Zillow and Redfin over alleged antitrust deal

The US Federal Trade Commission (FTC) has sued real estate companies Zillow and Redfin, alleging they struck an illegal agreement to limit competition in online rental advertising. The FTC says the agreement began in February 2025, when Zillow paid Redfin USD $100 million (about AUD $155 million). In return, Redfin shut down much of its rental ad business and started sharing Zillow’s listings instead. Regulators say this could make advertising more expensive for landlords and give renters fewer options. Zillow says the deal helps renters and property managers, while Redfin denies any wrongdoing. The FTC wants the deal ended and competition restored.

CELEBRITY HOMES

Sir Michael Caine's former Thames estate up for grabs

The Oscar-winning actor's historic Oxfordshire country home has hit the market for £10M (AUD$19.5M). Sir Michael owned the 17th-century Grade II-listed property from 1984 to 1999, adding a modern extension and numerous luxury features during his 15-year residence. The 17,144-square-foot estate boasts six bedrooms, an indoor pool in a Victorian-style pavilion, and 600 feet of private River Thames frontage across its 8.3 acres.

MOVERS + SHAKERS

Paul Koulizakis joins Adrian William

The seasoned Inner West agent has joined Adrian William Real Estate, bringing local expertise, strong client ties, and a commitment to long-term growth. More here

Acton | Belle Property opens in Albany

Chris Wallace, a multiple REIWA Award winner with deep local connections, will lead the new office as part of the brand's Western Australia expansion. More here.

Biasetto family opens third Ray White office

They've expanded into Fairfield with 300+ property managements and top local agent Patrick Jerji joining their team with 37 years of experience behind them. More here.

Success doesn’t rest on weekends! 
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AGENTS ON SOCIAL

The only thing blooming faster than flowers in spring? A real estate agent’s schedule. 🌸📅

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

Wishing you a productive day!

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