GOOD MORNING FROM ELITE AGENT

Reddit turns 20 today, and yes, it’s got something for agents too. Launched on June 23, 2005, Reddit isn’t just for memes and hot takes; dive a little deeper and you'll find buyers swapping auction strategies, tenants unpacking rental dramas, and everyday Aussies discussing their property dreams (and nightmares).

It's unfiltered, unpredictable, and surprisingly useful for agents wanting a raw glimpse into what real people are thinking. Worth a scroll between inspections.

Today’s read time: 5 minutes, 50 seconds

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DIGITAL BRAND

Own the platform, own the future

How BresicWhitney is rewriting the digital rulebook for real estate

In a portal-dominated industry, Sydney agency BresicWhitney is proving there's a smarter, more sustainable way to play the digital game. With over 200,000 monthly visits to their own site and 300+ properties sold annually without touching a major portal, the agency has spent more than a decade building bw.com.au into a brand destination, not just a listings site.

This isn’t about ditching portals on principle, it’s about owning your brand, controlling the narrative, and creating real value beyond transactions. CEO Thomas McGlynn puts it simply: “Every year we sell over 300 homes that never appear on the major property portals.”

Think destination, not just listings

BresicWhitney’s platform blends listings, editorial storytelling, and local culture to keep visitors engaged even when they’re not in market. Their philosophy? Real estate may be transactional, but brand shouldn’t be. From profiling Sydney creatives to publishing behind-the-scenes sale stories, bw.com.au is more lifestyle mag than search engine. It’s this editorial-first approach that turns passive readers into future clients and fosters brand partnerships along the way.

Build traffic, organically

In May 2025 alone, bw.com.au received “nearly 200,000 visits.” Thomas credits this performance to a “content strategy and our direct client communications” working together. The site also “uses best practice SEO and provides an intuitive experience,” helping to attract and retain visitors, many of whom are not active buyers but part of what the agency calls a “passive clientele.”

Creative control is a competitive advantage

Unlike many agencies, BresicWhitney has gone all-in on its in-house creative team. Photography, copywriting, design, and content planning are handled internally, ensuring consistent quality across every listing, no matter the price point. “Every home is worthy of the BW creative treatment,” Thomas says.

Editorial content is “planned quarterly, balancing long-term strategy with nimble execution.”

Read the full story here.

ICYMI, last week we discovered why you need to be recommended by ChatGPT to win more listings.

TOGETHER WITH VIEW

Stop renting leads: How to own your customer data

As privacy laws tighten and consumer trust shifts, real estate agents relying heavily on portals for leads face a shrinking pool of opportunity. According to Barrie Bowles, Digital and Data Director at View Media Group, the future belongs to agents who control their own permission-based databases. Platforms like VMG’s Acquire help agents use first-party data, target smarter, and direct traffic back to their own sites - where the leads (and consent) are theirs to manage. With a wave of new regulations coming and third-party data drying up, building and nurturing your own database isn’t just smart marketing, it’s the only way to future-proof your business.

Read more about owning your own data here.

SUBURB WATCH

Perth leads million-dollar suburb boom

Australia's property landscape is shifting, with Perth emerging as the star of the nation's housing boom. The city is contributing 22 of just 78 suburbs expected to cross the million-dollar threshold by 2026, showing annual growth rates between 11-14%. While Sydney still dominates with 322 million-dollar suburbs, Australia's exclusive million-dollar club (currently at 923 suburbs) is projected to exceed 1,000 members within the next 12 months.

FINANCE

Brokers in demand as mortgage stress meets market movement

With one in three Aussie borrowers feeling the pinch, agents are navigating more mortgage-stressed buyers than ever. But here's the upside: broker trust is booming, sitting at 82%, and that opens the door for savvy partnerships. As more clients roll off fixed rates this year, now’s the time to align with great brokers who can guide nervous first-home buyers and keep deals on track.

EU RISK RADAR

Not all property is prime

The European Central Bank is urging caution on loans tied to small businesses and commercial properties in less-than-prime areas. While that’s happening overseas, it’s a timely heads-up for Aussie agents too. Credit quality is back under the microscope, and lenders here may start tightening up, especially on riskier assets. When the global tide shifts, local conditions often follow.

CELEBRITY HOMES

Own a piece of Australian art history

Bouddi Farm, the former estate of celebrated artist Sir Russell Drysdale has hit the market. Located just 70 minutes from Sydney, this 4.617-hectare property features a mid-century modern masterpiece designed by architect Guildford Bell in 1966. The State Heritage-listed estate includes three distinct pavilions connected by a 50-meter hallway, Sir Russell’s former painting studio, and panoramic views through bushland to Brisbane Water.

MOVERS + SHAKERS

Kobe Rae named Auction Growth Manager at Harcourts Queensland

The award-winning auctioneer brings his expertise after winning National Auctioneer of the Year at the 2025 Harcourts International Awards. More here.

Ray White raises $75,000+ for homelessness

Multiple executives participated in the Vinnies CEO Sleepout with NSW/ACT CEO Tim Snell leading fundraising efforts at over $20,000. 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

A neighbour makes eye contact for half a second too long… and just like that, you're mentally checking your calendar for a free spot to book their appraisal.

Eye contact: the soft launch of every listing. 👀📅

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.

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