GOOD MORNING FROM ELITE AGENT 👋

Buyers decide how they feel about a property within the first 7–10 seconds of walking through the door, often before they have even clocked the kitchen. Research from the US Institute for Behavioral Economics shows this is when emotional anchoring kicks in, quietly setting the tone for the entire inspection. For agents, that makes the front door prime real estate. If the first thing a buyer meets is a pile of shoes, you may have already lost ground. Clearing the entryway is a small fix that can make a very real difference.

In today’s edition of The Brief:

• Even with AI, real estate remains a people business

• Has rental growth stalled?

• Back to Basics: How to get your real estate license

Today’s read time: 6 minutes, 58 seconds

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AI

A strategy built on trust, not automation

Protecting trust and performance in real estate

As CEO of the Barry Plant Group, Lisa Pennell believes poorly implemented AI poses a real risk in a relationship-led industry like real estate. When technology replaces, rather than supports, human judgement and personal interaction, it creates frustration, erodes trust, and weakens brands. AI has a role to play, but only when it helps agents focus on the right conversations, improves data quality, and removes friction from everyday work.

AI should sharpen focus, not flood inboxes

The real value of AI lies in quality, not scale. Mass prospecting tools built on generic messaging and automated outreach quickly disengage buyers and sellers. Used well, Lisa says AI can help agents identify who is genuinely ready for a meaningful conversation, allowing them to engage with relevance, context, and intent.

Technology must protect the agent–client relationship

Judgement, reassurance, negotiation, and trust cannot be automated. Buyers and sellers rely on agents to guide them through high-stakes decisions, and AI works best when it supports these strengths by refining priorities, improving data accuracy, and freeing agents to spend more time advising clients.

The future is human-led, not tech-led

The strongest real estate businesses will be selective about the technology they adopt. Tools should simplify work, enhance client experience, and remain largely invisible to the consumer; in a market saturated with automation, Lisa believes only genuine human interaction will become the point of difference.

Read the full story here.

ICYMI, yesterday we discussed why owner/occupiers are calling the shots in commercial real estate.

RENT REPORT

Rental growth slows as renters hit affordability ceiling

House rents rose just 2.3% over the December quarter as renters hit their limits – in many areas, tenants now need a $100k+ income to rent comfortably. Brisbane is the only capital where growth is picking up again (3.1% to $670/week), while Perth and Adelaide have gone flat. Domain says the market could start rebalancing in 2026.

BACK TO BASICS

Getting licensed: How to become a real estate agent in Australia

Breaking into real estate in Australia starts long before your first open home or appraisal. Licensing rules differ sharply by state, job titles can be misleading, and many newcomers underestimate the time, cost and supervision required to legally work in the industry. With no national licence and multiple pathways depending on where you plan to practise, understanding the basics early can save months of frustration. In our new Back to Basics series, we guide aspiring agents through the common mistakes that can derail a career before it even begins.

HOW IT SOLD

17 days to a $2.25m complex record

Megan and Andrew Jones used AI to craft listing copy specifically targeting owner-occupiers – a deliberate shift away from generic property descriptions. The approach attracted multiple offers for the Hamilton sub-penthouse and delivered the complex's highest-ever price, with a signed contract in just over two weeks.

Stories like this build your online reputation long after the sold sticker comes down. Want yours told? getailsa.com

CELEBRITY HOMES

Home behind Oscar Wilde play lists for $27M

The townhouse, believed to have inspired the setting for The Importance of Being Earnest, has hit the market at £14 million (about $27 million AUD). Oscar Wilde was a frequent visitor to 14 Half Moon St, Mayfair during its bohemian "bachelor chambers" era and the six-storey Grade II-listed property has since been refurbished with a cinema room, steam room, and rooftop terrace. There's a passenger lift now – something Algernon definitely didn't have.

MOVERS + SHAKERS

REMAX merges two Sunshine Coast offices into one.

Two established Sunshine Coast offices – Nambour and Caloundra – are coming together under one roof in Birtinya. Broker owner Tristan Brown leads a 32-strong team and says the centralised hub positions them to better service the fast-growing coastal corridor.

The Agency launches training division with Danny Grant.

Danny Grant, a former top performer at The Agency who moved into coaching and prop-tech, will head up a new dedicated sales training division launching in 2026. Grant's program, called Grantspace, focuses on what he calls "sustainable success" for agents at every career stage.

Professionals leads early AML compliance rollout.

As one of the first real estate groups in Australia to take proactive action, Professionals has partnered with AMLHUB to roll out its leading anti-money laundering (AML) software and deliver comprehensive training across its network.

Success doesn’t rest on weekends! 
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AGENTS ON SOCIAL

Writing a lowball offer you know won’t land is an exercise in optimism, professionalism, and quietly apologising in your head to the other agent while you hit send.🤞😬

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.

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