Simon Cohen is the Founder and CEO of Cohen Handler, one of Australia’s largest and most respected buyer’s agencies.

In this conversation, Simon shares with Matt Purcell the hard truth behind the buyer’s agent industry, and the negotiation strategies that have helped his clients secure billions of dollars in property.

Key Topics00:00 Intro

02:00 Why Simon Started Cohen Handler During the GFC

05:13 Is Being a Buyer’s Agent the New “Get Rich Quick” Trend?

08:44 How To Tell If A Buyer’s Agent Is Good Or Bad

11:19 Are Most Buyer’s Agents Overpaid?

14:04 Why Simon Thinks 85–90% Shouldn’t Be In The Industry

16:46 The Real Meaning Of Brand In Business

20:25 Why Marketing Doesn’t Build A Brand

22:35 Simon’s Negotiation Masterclass

27:03 Why Most Deals Happen Off-Market

28:42 The Reality Of Building A Business From Scratch

30:28 The Pressure That Drove Simon To Succeed

33:39 Why Financial Freedom Was His Real Goal

35:35 The Truth About Running A Buyer’s Agency

38:26 What Makes An Elite Buyer’s Agent

40:28 What Destroys Agencies As They Scale

42:21 The Future Of Buyer’s Agents In Australia

43:24 The Myth Of Property Portfolio Flexing

45:42 What’s Next For Cohen Handler

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