GOOD MORNING FROM ELITE AGENT 👋

TRUE OR FALSE?

In real estate, “chattel” comes from the same root as “cattle,” and historically anything that could move (like livestock or furniture) was considered chattel, while anything fixed to the ground was real property.
(Scroll to the bottom for the answer!)

In today’s edition of The Brief

• Are you ringing the ‘bell of relevance’?

• AREC26 reveals industry speaker line-up

• Back to Basics: What is an investment yield?

Today’s read time: 5 minutes, 30 seconds

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FEATURE SECTION

Why your sales problem is actually something else

Andy Reid has a provocative theory: most agents are solving the wrong problem. The auctioneer, high-performance coach and author believes that what looks like a sales issue is actually something far more fundamental - relevance.

“Until you ring the bell of relevance, you ain't going to get heard by anyone.”

The trouble, according to Andy, is that most agents have been trained to make customers fit into their systems, scripts and processes - instead of shaping those systems around the customer. The result? An industry packed with activity but starved of genuine connection.

For decades, agents held one major advantage: they knew more than the customer. That knowledge gap is evaporating - first through the internet, now through AI. But instead of fearing the shift, Andy argues it presents a major opportunity.

“The value gap is shrinking. People think that's a problem. But actually, it's where we can make more money if we know how to operate inside it.”

And that, he says, starts with being relevant.

What you'll learn in the full article:

• The bell of relevance: What it actually means and why most agents struggle to ring it

• Operating in the value gap: How to make more money as information becomes commoditised

• Attention engineering: The direct connection between eyeballs, enquiries and price

• The hairdresser principle: Why listening beats technology every time

After 25 years, Andy’s belief is that the tools will always change, but the agents who succeed will still be those who connect, communicate, and build trust.

Read the full article

ICYMI, yesterday: Lessons from a leader with 25 years’ experience.

TOGETHER WITH DOMAIN

Domain launches national 3D property overhaul with immersive spatial listings rollout

Domain is rolling out a nationwide upgrade to property listings with Matterport-powered 3D experiences, combining drone capture, spatial mapping and high-resolution photography into a single immersive workflow.

The initiative, backed by a newly formed in-house imaging and drone team, aims to give buyers a true-to-scale digital view of homes before they step inside. Domain’s President Jason Pellegrino said the investment marks a major shift in listing standards, designed to lift engagement and better identify high-intent buyers.

“Overall, this is a significant investment by Domain, probably the first material visible investment at scale under CoStar ownership,” he said. “It is an effort to really raise the standards in the industry, the depth of detail and information we are providing to property seekers.”

Read more about Matterport here.

EVENTS

AREC 2026 unveils Aussie star-studded agent line-up

AREC 2026 will bring together some of the country’s biggest names in real estate, headlined by Perth luxury leader Vivien Yap alongside Brisbane’s top-performing agent Alex Jordan and Gold Coast prestige specialist Michael Kollosche. Sydney’s high-performing Alexander Phillips will also feature, alongside South Australia’s powerhouse duo Alex Ouwens and Nathan Casserly.

Across two days on the Gold Coast, the program blends elite performers and rising stars to deliver practical, real-world insights into high performance, growth and market strategy. Organisers say the line-up reflects the depth and diversity of Australia’s real estate industry, positioning AREC 2026 as a key event for agents aiming to sharpen their competitive edge. Read more about the AREC lineup here.

PROPERTY MANAGEMENT

Rental market tightens to 1%

Australia’s rental market has tightened further, with national vacancy falling to 1.0% as demand continues to absorb available stock across most capitals. Conditions remain especially acute in Perth, Darwin and Hobart, where vacancy rates sit at or below 0.5%, signalling severe supply constraints. Rents continue to edge higher year-on-year despite some short-term pauses in growth across select cities.

BACK TO BASICS

Why ‘investment yield’ is the real language of commercial property

For new agents entering commercial real estate, investment yield is the key metric that explains how properties actually perform. REA Group Senior Economist Anne Flaherty explains it simply as rent divided by property value, with yields shifting as markets move, interest rates change, and risk levels differ across asset types. Ultimately, yield is not just about return, it’s the lens investors use to judge value, demand and risk all at once.

CELEBRITY HOMES

From dance hall to oceanfront icon: David Elfick lists Palm Beach Palladium

The historic 1930s Art Deco former dance hall known as the Palladium in Palm Beach has hit the market, listed through LJ Hooker Palm Beach. Now a coastal residence and creative retreat, the landmark property is owned by Australian film producer and writer David Elfick, known for Blackrock and Rabbit-Proof Fence.

MOVERS + SHAKERS

Thomas McGlynn joins Ray White in new national role

The REINSW president will serve as CEO of Performance and Value, focusing on leadership development across the network's Australian and New Zealand operations. More here.

Michael Wu and Janssen Xiang launch Harcourts Box Hill

The duo brings 35 years combined experience to the eastern suburbs office with a focus on multicultural communities. More here.

Nicholas Armstrong-Smith keeps on growing in Bondi Junction

The Century 21 principal operates the agency with wife Shona, and has been named in the top 2% of salespeople worldwide for the sixth time across 47,000 agents. 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

I went back in time to warn myself about a time-waster buyer… Future me said, “Already knew. Still showing them at 4pm.” 🕰️😎

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

TRUE OR FALSE:

In real estate, “chattel” comes from the same root as “cattle,” and historically anything that could move (like livestock or furniture) was considered chattel, while anything fixed to the ground was real property.

And the answer is …

TRUE. The word chattel does share its roots with cattle, back when “wealth” often literally meant livestock. The old rule of thumb was simple: if it could wander off on its own (or be carried away), it was chattel. If it was nailed down, it belonged to the land. So yes, cows and couches once had something very important in common: they both “moved the needle” in property law.

Wishing you a productive day!

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