GOOD MORNING FROM ELITE AGENT 👋

The Octagon House in Fond du Lac, Wisconsin, built in 1856, was designed like a mini fortress. Trader Isaac Brown was worried about attacks, so he added nine hidden passageways and a secret chamber where his family could hide. Years later, those same secret rooms became a stop on the Underground Railroad, helping runaway slaves find safety. Lesson for agents: every quirky nook or hidden door in a home has a story - sometimes more surprising than you’d expect.

In today’s edition of The Brief

• Top agents leverage local insight, tech, and trust to outperform traditional models

• Elite Agent Thought Leaders: standouts and highlights

• Check out Eileen Bond’s fabulous harbourside apartment

Today’s read time: 6 minutes, 55 seconds

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OPINION

Why trust is the new currency in real estate

The public perception of real estate agents has long sat "uncomfortably close to used car salespeople." But according to Harcourts Australia CEO Adrian Knowles, the transactional model that created this reputation is not just outdated – it's dead.

Adrian outlines why agents who define their value by opening doors or listing properties are already obsolete – and what the most successful agents are doing instead.

The algorithm fallacy

PropTech and automated valuations have democratised data. Homeowners can get property estimates in seconds. But here's what most agents miss: data is not wisdom.

"An algorithm can tell you what a house sold for down the street, but it cannot tell you why," Adrian writes.

The question isn't whether to embrace technology – it's how to use it strategically while doubling down on what machines can't replicate.

The hyper-local advantage

The most successful agents today aren't generalists. They're specialists who know far more than market stats – they know the barista, the school principal, and the urban planning decisions that will affect the high street in five years.

Adrian reveals why this shift in mindset changes everything about client retention and referrals. But the real insight is in how these agents position themselves differently from day one.

Trust demonstrated, not claimed

"They are no longer an outsider extracting value from a suburb; they are a neighbour contributing value to it."

Adrian explains why social impact isn't a "nice to have" – it's a strategic imperative. The full article reveals how this creates a cycle of trust that no marketing campaign can buy.

What you'll learn in the full article:

• The obsolescence test: How to know if your value proposition is already outdated

• High-touch advocacy: The specific role technology should play (and what it should never replace)

• The community-integrated agent model: Why these agents achieve significantly higher retention and referral rates

• The trust demonstration framework: How to shift from outsider to neighbour in your clients' eyes

The bar has been raised. Adrian's full piece outlines exactly what it takes to meet it.

Read the full story here.

ICYMI, yesterday: the difference between problem-solving and rumination.

TOGETHER WITH DOMAIN

Domain records strongest January ever under CoStar ownership

Domain, part of CoStar Group, has recorded its strongest January since joining CoStar, reaching 7.8 million Australians across domain.com.au and allhomes.com.au, with its exclusive audience growing by 213,000 year-on-year to 1.2 million. Listing views jumped 30%, enquiries rose 13%, app downloads surged 148%, and average pageviews per person climbed 47%.

Jason Pellegrino, President of Domain, said: “More people are engaging with listings and turning that attention into outcomes for agents and vendors. Joining CoStar has given us tools to improve speed, visuals, and the overall user experience, and it’s paying off.”

Domain’s commercial platform, CRE, also recorded strong gains, with audience up 164%, time on site up 57%, and time per page up 119%, signalling strong engagement as the first major selling season of 2026 gets underway.

Read Domain’s company update in full here.

HOUSING MARKET

While Australia’s housing affordability metrics are at historic lows - with the national dwelling value to income ratio hitting 8.2, well above the 20-year average of 6.8 - first home buyers and downsizers are finding ways to navigate the market. According to Ray White Group Chief Economist Nerida Conisbee, traditional measures like price-to-income ratios don’t capture the full story: buyers are shifting to lower-priced homes, substituting units for houses, smaller plots for location, and leveraging government schemes such as the 5 per cent Deposit Scheme and shared equity programs. Family support, longer loan terms, and high loan-to-valuation borrowing further ease entry despite record-high costs.

At the same time, South Australia’s Labor government is introducing measures that amplify these options locally, offering downsizers up to $103,000 in stamp duty savings and a $500 million revolving land fund to curb land banking. Together, these trends show that while headline affordability figures appear dire, market participants are actively adapting, and targeted policies are shaping how Australians can still enter and move within the housing market.

THOUGHT LEADERS

Thought Leaders series wraps with our Best Of recommendations

A year of AI conversations, industry debates, and yes – bloopers. Elite Agent's Thought Leaders series is closing out with a guide to the standouts, from Serhant's CXO on 144% GCI growth to the episode where they made an entire podcast with AI in under eight hours. A few gems there that are worth a watch if you've missed any along the way.

HOW IT SOLD

70 inspections, five contracts, sold before auction

Kirsty Freyer's 30-day Cremorne campaign generated 70 inspections and five issued contracts. The $6m result came the day before auction.

Agents across Australia and New Zealand are turning sales into stories. getailsa.com

CELEBRITY HOMES

Harbour views and history: Eileen Bond’s apartment goes on the auction block

Step inside the iconic Double Bay apartment of socialite Eileen “Red” Bond, a harbourfront gem with sweeping views, colourful interiors, and a 40-year history of glamour.

MOVERS + SHAKERS

DiJones Lindfield named Office of the Year after record quarter

The North Shore office secured the 2025 award after transacting 45 properties worth more than $130 million in its strongest quarter on record. More here.

Harcourts NSW teams up with Porsche Centre Willoughby

The group hosted its inaugural Industry Track Night, bringing real estate leaders together for a high-performance networking event focused on connection and strategic growth. More here.

Michael Lezaja teams up with buyeragents.com.au

After purchasing 14 properties in 12 months as an investor, his buyer's agency brings an experienced and data-driven methodology to the platform's growing network. 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

FACT! What 24/7 actually looks like to a real estate agent 😂🏡

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, Iris Rebello 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.

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