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đ§ The Surprising Advantage of Being a Non-Selling Principal
Are you supporting your agents - or outshining them?
GOOD MORNING FROM ELITE AGENT
Remember when fun didnât need a calendar invite? Today is Be a Kid Again Day, a fun reminder for agents and PMâs to take a break from the hustle and reconnect with their playful side. Whether itâs eating an ice block or building a pillow fort with your kids (or cats), itâs about embracing a moment of lightness.
In our industry, where youâre constantly negotiating, prospecting, and juggling vendor expectations, play isnât a luxury, itâs a secret weapon. A playful mindset keeps you creative, resilient, and ready to handle whatever curveballs the day throws your way.
Todayâs read time: 6 minutes, 24 seconds
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MANAGEMENT
Leading without listings
Why stepping back from sales helped Ben Kingsberry scale a thriving real estate business
When Ben Kingsberry returned to his familyâs real estate agency in 2011, he didnât expect to hang up his sales hat so quickly. But after closing just two deals, he realised his true value wasnât in listings, it was in leadership.
Now the CEO of Harcourts Kingsberry, Ben has built a high-performing agency by doing what many principals avoid: stepping away from personal sales entirely. His decision to become a non-selling principal has redefined how his agency operates, and it might just offer a blueprint for other leaders ready to grow beyond their own production limits.
Rewriting the principalâs role
In an industry where the top biller often wears the boss hat, too, Benâs move seemed radical. But he saw the tension inherent in competing with his own team. âIf you're going to scale a business and develop a team of salespeople,â he writes, âit simply doesn't feel right to be selling against them.â
That belief, rooted in both personal conviction and lived experience, became a cornerstone of his agencyâs culture. By removing himself from the sales floor, Ben created a team-first environment where trust and collaboration could truly flourish.
Investing in the team, not the trophies
Instead of chasing GCI, Ben reinvests his time in what matters most: people. As a full-time leader, he coaches his team, drives strategic growth, and ensures cultural alignment. His role, he says, is about âworking on the business rather than constantly in it.â
That clarity has translated into better outcomes across the board, from stronger staff retention to individual agent success. Some of his team now hit 50-60 sales per year without personal assistants, backed by streamlined admin systems and clear leadership.
Scaling with purpose, not just profit
Going non-selling doesnât mean going passive. Ben stays sharp by attending opens, mentoring in strategy sessions, and staying plugged into market movements. But itâs his time freed from commission-chasing that allows him to drive innovation, from completing an MBA to overseeing an office redevelopment.
The trade-off? Short-term revenue for long-term scale. And while this model isnât for every agency, Benâs journey shows that for principals ready to grow something bigger than themselves, stepping back might be the boldest - and smartest - move of all.
Read the full story here.
ICYMI, yesterday, Michael Choi broke down how agents can achieve financial freedom.
TOGETHER WITH DOMAIN
Free social media guide from Domain helps real estate agents grow their brand online
Domain has launched a free downloadable guide, How to stay ahead on social media, to help real estate agents improve their online presence and generate more leads. As the most engaged Australian property portal on social mediaÂč, Domain leverages its insights to deliver platform-specific strategies tailored to agents. The guide includes expert tips for TikTok, Meta and LinkedIn, along with practical advice from leading real estate coach Josh Phegan.
Read more about Domainâs free guide here.
Âč Based on: 1) Hootsuite data as at 29/01/25, relating to average estimated engagement per in-feed post versus realestate.com.au on Facebook and Instagram, from December 2023 â December 2024. Average estimated engagement is calculated by Hootsuite as the sum of estimated engagement for the date range, divided by # of days in date range, and includes A) for Facebook, reactions, comments + shares, B) for Instagram, likes + comments. 2) Highest total number of profile likes on TikTok (i.e. # of times a user has liked a post) as at 29/1/2025, versus realestate.com.au and view.com.au.
URBAN PROPERTY
Apartments now outpacing house prices
Apartments are stealing the spotlight in Perth, Adelaide, and Brisbane, with unit prices now rising faster than houses. The catch? We're building far fewer of them, completions have dropped over 40% since the peak, and what's left is mostly high-end stock aimed at premium buyers.
COST OF LIVING
Cost-of-living relief for some, but renters still doing it tough
A new Finder survey shows that 44% of economists believe Australiaâs cost-of-living crisis is over, though most still see ongoing financial strain. The data reveals mortgage stress has dropped to a two-year low, and average household savings reached a record high of $932 in June. But the divide between property owners and renters is widening. While homeowners are beginning to feel some relief, many renters continue to face high costs due to persistent housing shortages.
SPOTLIGHT ON INDIA
Indiaâs property market leaves APAC neighbours in the dust
India is smashing it in the commercial property stakes, topping the Asia-Pacific charts while traditional heavyweights like Australia and China cool off. Office leasing is on fire, especially in cities like Bengaluru and Mumbai, with sentiment hitting over 70 per cent, the highest in the region. Retail is holding strong too, with no sign of store closures and retailers still expanding in high-traffic metros.
CELEBRITY HOMES
Sluggerâs Sanctuary: Yoenis CĂ©spedes lists $30M Florida ranch with big-league amenities
Former MLB slugger Yoenis CĂ©spedes is selling his 400-acre Port St. Lucie estate, complete with horse stables, a batting cage, and a wild boar backstory, for USD $30 million (approx. AUD $45 million). Known as âLa Potencia II,â the property features a 16,000 sq ft home with six bedrooms, a spa, pool, chefâs kitchen, and CĂ©spedesâ personal barbershop. Itâs also where he famously injured his ankle during a run-in with a wild boar in 2019 (true story!)
MOVERS + SHAKERS
Harcourts Unite joins forces with Harcourts Connections
Tara and Steve Hawley are stepping back from daily operations while Robbie Lofaro's team takes the helm in this strategic partnership that began in June. More here.
Catherine Dixon returns to BresicWhitney
The Eastern Suburbs agent brings team members William Hesketh and Kane Dunkley to strengthen the agency's presence in the Paddington market. More here.
Success doesnât 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
If real estate agents gave post-closing interviews like athletes...
"Yeah, look, the buyers came in strong early, but we stuck to the game plan: pre-approval, solid communication, and a killer auction day strategy. Credit to the vendor, they really trusted the process. Just happy to get the deal across the line for the team." đ đ„
Seen an Agent On Social we should include? Let us know here (email link)
Wishing you a productive day!
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