GOOD MORNING FROM ELITE AGENT 👋

As the year draws to a close, this edition marks our final one for the year. It has been a significant year for the real estate industry, and we are grateful to our readers, contributors and partners who have shared their insights, opinions and experience with us throughout 2025. From market shifts and leadership stories to business strategy and industry debate, your voices continue to shape the conversations that matter.

We are proud to work alongside an industry that remains focused on professionalism, adaptability and relationships, even amid changing conditions, and we thank you for trusting Elite Agent as part of your daily reading. We will now take a short break over the Christmas and New Year period and return on January 12 with our first edition for 2026, refreshed and ready to continue bringing you considered, relevant and practical content.

MARKETING

How property marketing is shifting towards meaning

Doing things differently in 2026: why listening will matter more than loudness

As the industry looks ahead to 2026, a campaign for a property on Sydney’s Lower North Shore offers a clear signal of where meaningful property marketing is heading. Rather than relying on spectacle or overt creative devices, a listing by BresicWhitney’s Nicholas McEvoy showed how listening closely to vendors, applying creativity with restraint and respecting a home’s history can lead to deeper buyer engagement. It is a reminder that attention is no longer won by noise, but by authenticity.

Listening as the foundation of creativity

For Nicholas, the creative direction did not come from a campaign concept, but from owner consultation. “It starts with owner consultation and understanding their connection to the property,” he says.

When the vendor shared the story of his aunt and her lifelong relationship with the home, and her fondness for donkeys, it provided a detail that could be quietly integrated without altering the integrity of the presentation. As buyer expectations continue to evolve, campaigns grounded in genuine vendor insight are likely to feel more credible than those driven by invention.

Subtlety as a way to deepen engagement

The decision to keep the donkey figurines unannounced was deliberate. “Any creative element must enhance property presentation, not compete with it,” Nicholas says. Most viewers never noticed the figurines at all, but those who did spent longer with the photography, revisiting images and engaging more deeply with the listing. Looking ahead, this kind of subtle creativity suggests that encouraging buyers to slow down may be more effective than trying to capture their attention instantly.

Narrative that builds trust without losing clarity

Nicholas rejects the idea that storytelling weakens transparency. “Narrative enhances clarity. It doesn’t replace it,” he says, emphasising that accurate photography, clear floor plans and full disclosure remain essential. The home was presented honestly in its current condition, with the narrative providing additional emotional and historical context. As 2026 approaches, this layered approach is likely to play a growing role in building buyer trust and reshaping how agents communicate value

Read the full story here. (and see if you can spot the donkey)

ICYMI, yesterday Mark McLeod broke down why not all communication is equal.

TOGETHER WITH REA GROUP

Kul Singh on what defined 2025 for REA Group and its customers

Kul Singh, REA Group Chief Customer and Commercial Officer, describes 2025 as a year that altered how property technology shows up for agents on the ground. Drawing on closer customer engagement, he explains how feedback reshaped REA’s roadmap, service model and investment priorities. He outlines a shift towards greater choice and flexibility, supported by new tools across listings, audience targeting, prospecting and AI-driven insights.

Record buyer engagement and rising seller activity underscore the commercial impact of REA’s audience and personalised owner experiences. Kul also reflects on the growing expectation that technology providers play a broader role in community and social outcomes, marked by the launch of The Home for All Foundation. Looking ahead, he positions the next phase as one where AI, data and partnership will continue to redefine how agents transact and compete.

Read Kul Singh’s full editorial here.

2026 PREDICTION

Housing market set for slower growth as prices reach new highs

Home prices are set to rise to a record high in 2026, though at a more modest pace than in 2025, according to the realestate.com.au Property Market Outlook. Prices across the combined capital cities are forecast to increase by 6 to 8 per cent over the year, broadly in line with the long-term average and demand is expected to remain supported by population growth, rising incomes and improved borrowing capacity following interest rate cuts in 2025.

However, stretched affordability, high deposit requirements, and an extended pause in interest rates are likely to limit momentum. Low housing supply and historically tight listings are expected to continue underpinning prices. Brisbane, Adelaide and Perth are forecast to outperform the larger capitals again, though the gap is expected to narrow as growth moderates nationally.

COMMERCIAL

Property confidence creates a tale of two markets

Australia's commercial property market is showing a big regional divide, with South Australia emerging as the nation's star performer with a confidence index of 151 points. Meanwhile, Victoria languishes as the clear under-performer with the only decline in forward work schedules and deeply negative economic growth expectations (-40 points). Investors are following the trend, with capital flowing to states demonstrating policy competence and growth-friendly settings.

FIRST HOME BUYERS

First-home buyers dominate property market

First-time buyers in New Zealand are seizing their moment, maintaining a record 28.2% market share in late 2025. With national property values sitting 17.4% below peak levels and mortgage rates declining, affordability has significantly improved. Around half of all first-home purchases are now completed with less than a 20% deposit, with particular strength in Hamilton, Wellington, and Dunedin. Experts predict continued gradual improvement through 2026.

CELEBRITY HOMES

Kaia Gerber's renovated Soho loft hits the market

Supermodel Kaia Gerber has listed her meticulously renovated Soho apartment for US$5.79M after relocating to Los Angeles. The two-bedroom luxury loft features 11-foot ceilings, floor-to-ceiling windows, and high-end upgrades, including new white oak floors and a completely revamped kitchen with premium appliances. Despite the extensive renovations personally overseen by Crawford's daughter, the apartment has seen minimal use since the updates were completed.

MOVERS + SHAKERS

REMAX Australia adds two key team members.

Kristy Smith joins as Professional Development Manager, and Lauren Brewer as Marketing and Innovations Manager, to strengthen network support. More here.

Harcourts Solutions smashes Orange Sky fundraising goal.

The team raised $22,529.91 to support mobile laundry services for those experiencing homelessness, far exceeding their initial $20,000 target. 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

No wine, no hampers, no mugs. Referrals will do nicely. 🎄🎅🏻

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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