GOOD MORNING FROM ELITE AGENT

In real estate, much like the Periodic Table, we deal with a mix of solid investments, reactive buyers, and sellers who change states under pressure. Some listings are as rare as platinum, while others sit on the market longer than ununpentium (yes, that’s a real element).

So, on National Periodic Table Day, let’s celebrate the agents who keep deals from combusting, negotiate like noble gases (aka, calm under pressure), and balance the unpredictable chemistry of property transactions. Because unlike the elements, real estate doesn’t always follow a formula.

Today’s read time: 4 minutes, 30 seconds.

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OPINION

Why human connection matters

While digital advancements, including AI, are reshaping real estate, human connection remains the foundation of success. 

While metrics and automation improve efficiency, sales success still hinges on blending technology with human emotion.

Mark Carter, an international keynote speaker, TEDx speaker, and author, has spent over 28 years specialising in human behaviour, leadership, culture, innovation, and strategy.

His insights into people and performance make it clear that, while technology is a powerful tool, “the most successful salespersons are the ones who blend sales acumen, including your achievements of measured successes, with the older and more sought-after appeal and sales hook: human connection, human touch.”

Human connection still drives sales success

Despite the rise of AI and automation, real estate remains a people-first industry. “The language of metrics, including money, whilst super important, pales in significance against that of human emotion,” Mark explains. While sales figures and record-breaking prices impress, they alone don’t secure clients. “It is not the be all and end all when it comes to sales success.”

AI thrives on the right data

AI’s potential in real estate depends on data quality and relevance, not just speed. “If we’ve undertaken an average job in capturing data previously, it may well be that improving or being more strategic about the type of data you capture becomes a strong foundation for an AI strategy addressing both pragmatic scalability and customer personalisation.”

He highlights two key types of data defined by Qualtrics: O Data (operational data), which includes CRM records, sales figures, and marketing responses, and X Data (experience data), which “is more about capturing moods and emotions through such strategies as feedback loops and listening to customers”.

Personalisation over efficiency alone

Mark warns against rushing toward “efficiency, efficiency, efficiency” at the cost of personalisation: “Speeding things up too much may prove detrimental to the perception or impact of emotional, relationship or personal value.”

Instead, he urges agents to prioritise "personalisation, personalisation, personalisation.” He believes a smart AI approach should enhance efficiencies and add value to strategies, digital and in person, that may create a greater sense of demonstrable human effort.

ICYMI, yesterday we discussed breaking traditional norms in property management

SMART SNIPPETS

QLD real estate industry responds to flood crisis
The REIQ is supporting North Queensland communities as severe flooding impacts homes and businesses. CEO Antonia Mercorella warned of pressure on the already tight 1.2% rental market, while Andrew Acton noted that demand for property remains strong despite challenging conditions.

Office market stays steady despite construction boom
Australia's CBD office market is showing plenty of resilience, with vacancy rates holding steady at 13.7% despite a wave of new construction. Sydney led the charge with 164,552sq m of new office space added, more than double its historical average. There’s even more supply on the way, with another 333,000sq m set to hit the market across major cities in the next six months, suggesting businesses still see CBDs as their future home.

Ray White’s Launch 2025 puts leadership in the spotlight
Ray White's largest-ever annual kickstarter event focused on leadership excellence, featuring insights from Collingwood Football Club head coach Craig McRae who says winning is a series of behaviours. “Find your motivation - everyone has a different purpose." The network gathered 1,200 members in Melbourne, highlighting their commitment to leadership development across their 853-strong business network.

CELEBRITY HOMES

Hollywood glamour for sale
A historic English Revival-style mansion in Beverly Hills, famously known as "The Gloria Vanderbilt Estate," has hit the market for $16.495 million USD (approx. $25 million AUD). Originally leased by fashion icon and heiress Gloria Vanderbilt in 1941, the home was later owned for 70 years by B-movie star Noreen Nash, who passed away in 2023.

MOVERS + SHAKERS

REA Group CEO Owen Wilson announces retirement
After a decade with the company, including six years as CEO, he'll step down in the second half of 2025 while the board searches for his successor. More here.

Ray Ellis takes the reins at CENTURY 21 Australia
The former REIA director steps into the CEO role to drive strategic growth alongside Chairman Charles Tarbey. 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.

SOUNDWAVES

TikTok vs traditional ads: are real estate agents rethinking property marketing?

With Australia ranking among the most expensive countries to advertise property, agents are turning to free social media platforms like TikTok and Instagram. … which they say they’re getting impressive results.

Dive straight into the listen below or the deeper dive here.

Read the article from API Magazine here

AGENTS ON SOCIAL

When that low-ball offer rolls in, just smile and nod. Don’t worry, we’re too cute to be stressed… but not too cute to negotiate! 😏🏡

@kristamashore_

Lowball offer? Here’s how to handle it like a pro ⤵️ ✨ Stay calm: It’s a common tactic buyers use to start negotiations. Remain calm and f... See more

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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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