GOOD MORNING FROM ELITE AGENT

On April 7, 1963, 23-year-old Jack Nicklaus won his first Masters Tournament, proving that early success comes down to preparation and composure, not just time served. It’s a useful reminder for real estate agents: you don’t need to wait years to make your mark. Whether it’s winning your first listing presentation or closing a standout deal, confidence and consistency often count more than years in the role.

Just don’t forget your comfy shoes.

Today’s read time: 5 minutes, 51 seconds

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OPINION

Copy-paste doesn’t cut it anymore

What does it really take to grow a real estate brand beyond its original market?

Adam Day, CEO of eXp UK, says the answer has less to do with business models and more to do with cultural adaptability.

In his perspective piece, Adam argues that while it’s tempting to replicate what’s worked elsewhere, success in new markets often hinges on understanding what not to replicate.

Same Big Mac, different sides
Drawing inspiration from McDonald’s, Adam introduces a useful analogy: standardise your core offering, but customise to local tastes. For real estate, that means keeping fundamental structures (like commission models) while allowing for local variation.

In this approach, eXp’s UK rollout is presented as a case study. By adjusting agent requirements and language to match the local market and avoiding big ad budgets, the company reports strong growth. But the takeaway isn’t about eXp per se. It’s about flexibility as a strategic mindset.

What not to do: The Purplebricks lesson
Adam also reflects on expansion efforts that faltered, most notably Purplebricks. Their rigid rollout, paired with significant ad spend, didn’t overcome the cultural mismatch. The implication? No amount of marketing can fix a culture that doesn’t feel right in the market.

Think global, adapt hyperlocal
Even for agencies staying domestic, this insight holds weight. As Adam notes, “What works in one suburb might not resonate in another.” Culture isn’t just a national trait - it’s deeply local, and real estate operates at street level.

Adaptability is the differentiator
Ultimately, brands that succeed across borders - or just across town - are those that listen first, then tailor. Growth isn’t about imposing a winning formula everywhere. It’s about knowing which parts of that formula to question.

Read the full story here.

ICYMI, last week we discussed how to find the right tools to make data work.

TOGETHER WITH VIEW.COM.AU

Simon Cohen backs real-time market insights in new role with view.com.au 
A month into his role as Property Expert and Brand Ambassador for view.com.au, Simon Cohen is clear about his purpose: “I’m not here to simply comment on the market, I’m here to help the industry stay sharper, better informed, and more connected to what’s really going on.”

That means offering more than surface-level commentary. “They want me to give advice, insights, tips – real information,” he says.

He also points out how important it is to stay responsive in a shifting environment: “You’ve got to pivot quickly. That means understanding not just what’s selling, but why it’s selling, and how your area compares. That kind of awareness is everything.”

And, when it comes to tools of the trade, he doesn’t mince words: “I wouldn’t be selling property without it,” he says of view.resi. Read more from Simon here.

DEPT OF DATA

Brisbane’s property boom: Could it surpass Sydney by 2029?
Brisbane’s property market has been rising fast — so fast, in fact, that some are wondering if it could outpace Sydney by 2029. REIQ says it’s possible if current trends continue, but warns it’s all speculative. Olympic-fuelled infrastructure and pandemic-driven demand are behind the spike, though Sydney’s stronger income base still gives it the edge.

DEPT OF COMMERCIAL REAL ESTATE

Japanese money is reshaping Aussie office real estate
Japanese property giant Daibiru Corporation has snapped up a premium Sydney tower for $600 million. The A-grade building, located in a prime position facing Pitt Street Mall, traded on a yield of approximately 6%. Japanese investors continue to dominate Australian commercial property, making the most of their access to low-cost capital at home while securing higher yields down under.

DEPT OF AI

Can you handle the heat? Objection Game On
Think you’ve got smooth answers for every client curveball? Our authority on everything AI, Samantha McLean, has been putting this GPT-powered “Sales Objection Game” through its paces, and it’s as entertaining as it is effective.

Designed for real estate agents and property managers, it’s less about canned replies and more about mastering the art of listening, empathy and persuasive communication. Spoiler alert: she said no one’s cracked 100% yet, but it’s a great way to sharpen your skills and test your mettle.

CELEBRITY HOMES

Italy’s priciest home just sold — €160M for a seaside mansion with 35 bathrooms!
A Sardinian villa with 28 bedrooms, private beaches, three pools and yes, 35 bathrooms, has just sold for over €160 million, setting a new residential record in Italy. Tucked into Costa Smeralda’s exclusive Romazzino area, the estate once belonged to Henry Ford II and later Saudi oil minister Sheikh Ahmed Zaki Yamani.

The new owner is reportedly crypto entrepreneur Brendan Blumer. Sotheby’s handled the sale, which now officially sets the bar for Italian luxury — though Silvio Berlusconi’s €500M villa still looms in the background, quietly not for sale.

MOVERS + SHAKERS

Adrian William merges with Viewey Real Estate
The strategic partnership brings Nicholas Viewey's 20+ years of experience to the team while amalgamating Viewey's rent roll under Adrian William Property Management. More here.

Aaron Booth appointed Head of Growth at Ray White One Group
The industry veteran brings 24 years of experience to elevate performance and attract top talent while working alongside CEO Robert Green. More here.

Matt Christie joins Harcourts Property Centre
The former Mercedes-Benz executive brings over 30 years of sales experience and joins his wife Mel who's been with the company for a decade. 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

As an agent, you haven’t really lived until you’ve wandered into a listing video mid-shot talking loudly with your phone to your ear. Oscar-worthy stuff. Just waiting for the blooper reel at the next team meeting. 🗣️ 😣

Seen an Agent On Social we should include? Let us know here (email link)

Wishing you a productive day

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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