GOOD MORNING FROM ELITE AGENT 👋

There’s compact living, and then there’s this. In Warsaw, the Keret House measures just 92cm wide at its narrowest point, wedged neatly between two existing buildings. Built in 2012, it still manages to squeeze in a bedroom, kitchen and bathroom, with a ladder doing the heavy lifting where stairs would normally go. For real estate agents, it’s proof that someone, somewhere, is brave enough to list absolutely anything. Also proof that with the right spin, even a leftover gap can become a fully fledged listing.

Minimalism, but make it zoning-approved.

In today’s edition of The Brief

• Four truths for 2026: outcomes over fees, visibility over likes, AI with humanity, personal brand converts

• Two smart AI shortcuts: turn big economic news into local market insight, and test which AI actually works for you

• Experts tips stronger-than-expected price growth, with Perth leading the pace

Today’s read time: 7 minutes, 0 seconds

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REAL ESTATE COACHING

Four pillars that will define 2026 success

After countless episodes of Estate Agent Showdown and nearly three decades in the industry, coach and agency owner Matt Giggs has identified what he believes is the biggest threat to real estate agents today. It's not competition, technology, or the market. It's something far more insidious – and most agents don't even realise it's happening.

The fee conversation most agents get wrong

Matt sees agents consistently charging below what they're worth. But the issue isn't market pressure – it's a fundamental mistake in how value gets communicated. "If a client is pushing for a discount, it usually means the value hasn't been demonstrated," Matt says. The full article reveals exactly when this conversation needs to happen – and the shift in framing that changes everything.

Why your marketing metrics are lying to you

Likes and comments are increasingly poor indicators of real influence, Matt argues. Most of his clients have never engaged with his content – yet they still came to him. "They came because I was visible, consistent and relevant over time," he says. The gold standard now is what Matt calls "targeted intention marketing." The full article reveals exactly what that looks like in practice.

The human-AI balance no one talks about

AI has moved from novelty to necessity. But Matt cautions against the approach most agencies are taking. "AI cannot feel," he says. "It cannot build trust or read emotional nuance." He's developed what he calls a "human AI operating system" – and the implementation details change how you think about technology entirely.

What you'll learn in the full article:

• The outcome reframe: How to shift from "winning listings" to a conversation that justifies premium fees

• Targeted intention marketing: The specific focus areas that matter more than social media vanity metrics

• The human AI operating system: Which tasks to systemise and which to protect

• Personal brand conversion: Why "the company brand attracts, but the personal brand converts"

Matt's four pillars aren't optional tactics – they're foundational requirements for what's coming next.

Read the full article

ICYMI, last week: why hours at a desk don’t prove value.

TOGETHER WITH THE ONE CONFERENCE

Avi Khan unites industry leaders at The One Conference

Now in its fourth year, The One Conference arrived at a telling point for real estate, bringing together leaders intent on lifting standards through behaviour rather than regulation. Founder Avi Khan framed the event as a response to heightened public scrutiny, waning trust and the growing need for careers built on ethical, sustainable foundations. Throughout the day, one idea cut through consistently: performance still matters, but the way it is achieved matters more.

Speakers returned repeatedly to themes of discipline, integrity, mindset and long-term thinking as the real markers of success. Jason Daniel’s purpose-driven growth story at LSKD and Vivien Yap’s emphasis on emotional alignment in luxury both reinforced the human side of high performance. Josh Phegan and Sam Guo pointed to structure, belief and daily decisions as the quiet forces behind mastery, while Thomas McGlynn and Gavin Rubinstein sharpened the message further, positioning integrity, discipline and responsiveness as non-negotiables. Taken together, the sessions outlined an industry being challenged to lead with accountability.

Read more about The One Conference here.

DATA

House prices tipped to rise 7.7% this year

Perth is tipped to jump nearly 13% this year – well ahead of the 7.7% national forecast in KPMG's latest outlook. Market momentum actually accelerated in the second half, catching forecasters off guard. KPMG's chief economist says buyers in overheated cities are paying premiums beyond what supply shortages alone would justify.

AI

Turn national headlines into local market updates

CPI hit 3.8% this week – but your clients don't live in "national." They live in a suburb. This prompt template combines the macro headlines with your local observations (auction clearances, days on market, what buyers are saying at opens) to draft a market update in about 15 minutes. You bring the local intel; AI handles the structure.

Plus… A Pepsi Challenge for your AI stack

Asking "What's the best AI?" is like asking "What's the best car" – it depends what you need it for. LM Arena is a free tool that lets you test AI models side by side without knowing which is which. Samantha McLean has put together five real estate-specific prompts to help you find the AI that actually suits your work style – no sign-up, takes two minutes.

HOW IT SOLD

Missed-out buyers become $2.82m purchasers

Nick Papas sold a Chifley duplex for $2.82 million prior to auction, with just 11 days on market, by reactivating buyers from his database who'd missed out in pricier neighbouring suburbs. He positioned the property's lifestyle credentials – pool, parkland frontage, architectural quality – as matching premium postcodes at a more accessible price.

This story started with a 10-minute phone call. Imagine boosting this on socials to your farm area. getailsa.com

CELEBRITY HOMES

Maria Bello lists Hollywood Hills home for $4.7M

The actress behind A History of Violence and The Cooler is selling her three-bedroom retreat above the Sunset Strip. The home cascades down three levels into its hillside lot, with floor-to-ceiling glass framing canyon and city views. The plunge pool at the bottom doesn't hurt either.

AGENTS ON SOCIAL

Your real estate agent might be good, but a great one knows to pull out a humble kitchen grater mid-conversation to prove a point. (Boom, tish)🤷🏻‍♂️🧑🏻‍🍳

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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