GOOD MORNING FROM ELITE AGENT

On May 5, 1961, Alan Shepard became the first American in space, spending just over 15 minutes on a suborbital flight aboard Freedom 7. It wasn’t long, but it was a pivotal moment that helped shape the future of space exploration. In real estate, it’s a good reminder that sometimes the smallest steps, making a call, following up, shooting a quick video, can lead to the biggest shifts. Momentum doesn’t always come from grand gestures; it often starts with something simple, done with purpose.

Today’s read time: 5 minutes, 44 seconds

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SOCIAL MEDIA

The 3-minute content rule

When you’re managing a growing rent roll, social media is rarely top of the to-do list.

Between tenant dramas, tradie delays, and landlord texts pinging your phone, carving out time for Instagram feels like a luxury. But according to PM content coach Ellen Bathgate, the key to staying consistent online isn’t scheduling time, it’s building smarter habits.

Enter the 3-Minute Content Rule.

You’re already creating content, you just don’t know it yet

Every conversation, every hiccup, every “can you believe they asked that again?” moment in your week is a potential post. Ellen’s framework is deceptively simple: set a timer for three minutes, and brain-dump as many content ideas as you can. You don’t need a ring light, a Canva template, or a clever hook, just a scribbled list in a notepad or on your phone.

Start by asking:

• What did a landlord ask that made you internally sigh?

• What did you explain to your team that more people should understand?

• What lesson did you learn the hard way this week?

If it made you think, it’s probably content. If it made you laugh or swear (even better), it’s definitely content.

Need a creative nudge? Try these prompts

Still, feeling stuck? Ellen suggests a few “brain-first” prompts, not AI ones, to spark ideas:

• “The question I got asked three times this week was…”

• “I used to think [X], but now I know…”

• “Here’s what no one tells you about routine inspections…”

These prompts tap into your lived experience, what’s second nature to you might be gold for your audience. Don’t overthink it. As Ellen reminds us, “What’s basic to you is brand-new to them.”

Turning ideas into shareable gold

Once you’ve got a list, your only job is to turn one idea into something simple and shareable:

• A 60-second video talking to camera

• A photo with a caption that tells the story

• A myth-busting text post about a common misconception

And yes, AI tools like ChatGPT or Claude can help you polish your post, but they’re there to assist, not replace your voice. “Make sure it still sounds like you, not a robot who’s read too many marketing blogs,” she says. You don’t need to post every day, just consistently enough that your future clients feel like they already know you. So, grab your phone, set a timer for three minutes, and start dumping those content gems. Done is better than perfect.

Read the full story here.

ICYMI, last week we discussed why personal branding and professional property marketing aren’t just for city agents.

TOGETHER WITH HOMELY

Agents see big gains as Gumtree and Homely join forces

Six months into their partnership, Gumtree and Homely have delivered serious results for real estate agents, without adding to their costs. The collaboration has generated over 3 million extra engagements and 113,000 direct enquiries for property listings across Australia. Gumtree’s listings have jumped from 11,000 to over 180,000, with hotspots like Melbourne CBD and West End QLD seeing major growth.

Read more about the Homely and Gumtree partnership here.

DEPT OF INTEREST RATES

Rate cuts back on the table

For the first time in more than three years, inflation’s back within the Reserve Bank’s target range - trimmed mean inflation has dropped to 2.9%. Off the back of this, all four big banks are now tipping a cash rate cut on May 20, though it’s not locked in just yet. If it happens, a standard 0.25% cut would knock around $91 off the monthly repayments on a $600,000 mortgage.

DEPT OF PODCASTING

Samantha McLean on real estate media, resilience and redefining success

In a wide-ranging chat on the Call Me Successful podcast with Avi Khan, Elite Agent co-founder Samantha McLean shares her career journey from her early days in corporate tech to a left-field challenge to sell a "$9 rent card," that sparked an unexpected shift into real estate media.

As she built Elite Agent, her purpose became clear: “If we’re going to make a living in this industry, then we’d better leave it in a better place.”

Asked how she defines success after a decade in media, Samantha said, “Success is much more of a state of mind … the good times might be temporary and the times that are not so good also pass.”

Check out the Media, Mindset & the Future of Real Estate with Samantha McLean episode here.

DEPT OF AI

Smarter negotiations: How AI Prompts are changing the game for agents

With plug-and-play prompt packs for both buyer and seller situations, agents can walk into tough conversations a lot more prepared. In this story, we unpack real-world examples, like how to build urgency or navigate a vendor who’s digging in, and show you how AI can help shape the right response in the moment. Let’s face it, a bit of backup never hurts when the stakes are high.

CELEBRITY HOMES

Churchill's first bachelor pad hits the market

Winston Churchill’s former Mayfair apartment has just hit the market for £3.75 million (AUD $7.13 million), offering buyers a rare slice of British history. The two-bedroom home at 105 Mount Street spans 1,087 square feet and was Churchill’s base from 1900 to 1905, right as he entered Parliament and met Clementine. It’s been tastefully updated but still holds plenty of character, with nine soaring windows looking out over one of London’s most prestigious streets.

MOVERS + SHAKERS

Jellis Craig expands with Surrey Hills, Vic office

The leading real estate group has strengthened its Boroondara presence, welcoming Toby Parker and Maurice Di Marzio's team while acquiring a 1,100-property rent roll. 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

When the script says “charming double-brick federation-style with contemporary flair” and your mouth says “chubble-brick fedflair.” Wait, what? Real estate lingo: 1, Agent: 0 🎤😅

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.

Stories marked with * are sponsored, including 'Together With' and the weekday 'Movers & Shakers' sections. Interested in promoting your brand to Elite Agent’s audience? Learn more at eliteagent.com/advertise.

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