Thought Leaders – Real Estate Re-imagined (formerly The Elevate Podcast)

As a driving force behind eXp’s remarkable growth across the UK, Europe and India, Adam Day has been reshaping the property industry since 2006 when he founded one of the original online agencies, Hatched.

In this episode of The Elevate Podcast hosted by Elite Agent Editor Samantha McLean and Digital Live’s Steve Carroll, Adam shares candid insights about leveraging technology, building influence, and scaling without traditional marketing budgets – including why agents need to “put themselves out there more…”

Key insights:

Building Without Big Budgets Adam explains how eXp achieved massive growth without traditional marketing spend, instead focusing on content creation and authentic storytelling: “I guess I was fortunate that I had a story to tell, but everyone has stories to tell.“

Technology Evolution From being an early internet adopter to embracing AI tools for business planning and communication, Adam discusses how technology continues transforming the industry. He details eXp’s pioneering virtual world platform where agents collaborate globally.

Leadership and Personal Brand Adam emphasises the importance of visible leadership in building trust: “People follow people. They don’t follow brands.” He shares practical approaches to developing influence through content and social media.

Cultural Adaptation Rather than forcing a one-size-fits-all approach, Adam reveals how eXp succeeds by adapting its core model to each market’s nuances: “We’ve kept the cap, the split, the revenue share and the equity, but we’ve layered in the nuances within that country.“

Embracing Change With artificial intelligence rapidly evolving, Adam urges traditional agencies to adapt: “Spend half a day a week just learning and playing with stuff…talk to the youngsters or talk to people like Glenn [Sanford].“

eXp World (Virtual Platform)
Adam Day’s LinkedIn
eXp UK Website
Dancing Guy: First Follower: Leadership Lessons from Dancing Guy.
How to Start a Movement: Ted Talk

The Digital Evolution of Real Estate
Adam Day’s journey mirrors the digital transformation of the real estate industry. Starting in 1997, he witnessed the transition from traditional pen-and-paper operations to the internet era. His foresight in recognising the potential for online real estate services led to the creation of Hatched.co.uk in 2006, one of the UK’s first online agencies.

Building Success Without Traditional Marketing
One of the most remarkable aspects of Adam’s success with eXp has been achieving significant growth without traditional marketing budgets. Instead, he focused on content marketing, particularly through LinkedIn, sharing authentic stories and experiences. His approach centred on creating genuine connections and leveraging the power of personal narratives.

The Virtual World Revolution
eXp’s virtual world platform has transformed how real estate professionals collaborate and conduct business. Adam describes it as a game-changing technology that enables global connectivity while maintaining the personal touch of office interactions. From casual corridor conversations to formal board meetings, the virtual world has recreated the office experience in a digital space.

Embracing AI and Future Technologies
Adam shares exciting insights into how eXp is leveraging artificial intelligence and new technologies. From creating business plans in minutes to using translation tools for international communication, the company is at the forefront of technological adoption in real estate.

“People follow people. They don’t follow brands,” Adam says, highlighting the importance of personal leadership in building successful real estate businesses.

Summary
Adam Day’s journey exemplifies how embracing technology and innovation can transform traditional industries. His success with eXp demonstrates that combining personal authenticity with technological innovation creates a powerful formula for growth in modern real estate.

“The minute you sign an agency agreement, you should already know who’s going to buy it.”

As CEO of BresicWhitney and now REINSW president, Thomas McGlynn is known for challenging conventional thinking about real estate.

In this episode of The Elevate Podcast hosted by Elite Agent Editor Samantha McLean, Thomas shares candid insights about his industry vision and offers practical advice for agents navigating current market conditions – including why agents should “stop waiting for the portals to save them…”

Thomas explains how current market conditions provide opportunities to demonstrate value: “The only reason why a property won’t sell at the moment… is operator error.”

He outlines specific approaches to presentation, buyer management, and addressing price expectations early.

Thomas presents a practical view on maintaining longevity in real estate. His guidance on approaching your career methodically rather than rushing is especially relevant for high-performing agents.

Thomas explains how agents can develop their individual presence while maintaining agency loyalty. He shares his experience of building his profile alongside BresicWhitney’s growth.

Thomas notes: “If you can’t explain why [sellers should choose] you within five minutes, simply, then it means that you probably don’t really understand why you enough.” He provides practical methods to distinguish yourself beyond fees and marketing.

With market challenges expected in early 2025, Thomas discusses his team’s approach to buyer management and the importance of not depending on Domain or realestate.com for enquiries.

00:00 Opening Quote on Bounce Back Factor
01:00 Introduction & Welcome
02:00 REI NSW Presidency Discussion
03:00 Getting Involved with the Institute
04:00 First 100 Days Strategy
05:00 Housing Affordability Discussion
09:00 Professional Standards Debate
11:00 Consumer Expectations & AI
14:00 Future Industry Trends
16:00 Holiday Period Work-Life Balance
20:00 Current Market Strategies
26:00 Training & Upskilling Teams
29:00 Top Agent Insights
32:00 Personal & Business Branding

LinkedIn: Thomas McGlynn on LinkedIn
BresicWhitney Profile: Thomas McGlynn at BresicWhitney

Introduction to Leadership
As the new President of REINSW, Thomas McGlynn brings a fresh perspective on industry engagement, policy development, and technological adaptation. His appointment comes at a significant time as the industry faces evolving market conditions and increasing regulatory changes.

Housing Affordability and Industry Solutions
He emphasises the importance of working together to address housing affordability issues. He supports an approach that includes perspectives from tenants, owners, investors, developers, and government bodies.

Professional Standards and Industry Evolution
The discussion examines the balance between raising professional standards while maintaining accessibility to the industry. Thomas suggests an approach that combines high standards for leadership positions while preserving entry-level opportunities.

Technology and Consumer Expectations
With the growth of AI and changing consumer needs, Thomas discusses how technology can improve personal service rather than replace it. He emphasises the value of maintaining genuine relationships while using technology for efficiency.

Market Strategy and Success
He shares his approach to obtaining listings and completing sales in challenging markets. He highlights the importance of strong property presentation, strategic marketing, and effective buyer relationship management. He also emphasises the need for a clear value proposition to help agents stand out.

Training and Development
He discusses agent development, focusing on essential skills like buyer management, market knowledge, and product expertise. He also emphasises the importance of maintaining consistent performance in changing markets.

Personal Branding and Corporate Leadership
He explains how he manages to build his personal brand while leading BresicWhitney. He highlights the importance of aligning with business values, strategic personal growth, and clear communication. Above all, he believes genuine leadership is essential for long-term success.

Summary
This episode provides valuable insights into the future of real estate, combining practical business advice with strategic industry vision. His leadership philosophy emphasises consistency, ongoing improvement, and the importance of balancing personal and professional growth.

What is his top advice for real estate professionals in 2025? He encourages agents to focus on consistency, avoid distractions, and maintain a long-term perspective to manage industry challenges successfully.

Who is Thomas McGlynn? Thomas McGlynn is the President of the Real Estate Institute of New South Wales (REINSW) and CEO of BresicWhitney, a leading real estate agency in Sydney.

What are his key priorities as REINSW President? His focus includes industry engagement, shaping policy for government, and keeping the real estate sector ahead of technological and regulatory changes.

How does Thomas believe the housing affordability crisis should be addressed? To create balanced and effective policies, he supports a cooperative approach involving all stakeholders, including tenants, investors, developers, and government.

What does Thomas say about raising professional standards in real estate? He supports higher industry standards but believes accessibility should be maintained to attract diverse talent rather than creating unnecessary barriers to entry.

How can real estate agents adapt to changing consumer expectations? Thomas highlights the increasing demand for personalised service and emphasises the role of AI and technology in improving client engagement.

What impact will new regulations have on real estate businesses? Thomas notes that increasing legislation could affect smaller agencies, making it essential for businesses to stay informed and adaptable.

What about work life balance? Thomas believes the best approach depends on personal goals but emphasises the importance of structured downtime to maintain long-term performance.

What strategies does Thomas recommend for winning listings in a tough market? He emphasises strong property presentation, strategic marketing, and buyer relationship management alongside a clear value proposition.

How has Thomas built his personal brand while leading BresicWhitney? He focuses on aligning his personal brand with business values, clear communication, and genuine leadership to inspire his team and industry peers.

AI is rapidly transforming the real estate industry and it could soon handle 80 per cent of an agent’s daily tasks.

According to Mark Cohen, Vice President of Product for Asia Pacific at MRI Software, artificial intelligence and emerging technologies are fast revolutionising real estate operations.

In this episode of the Elevate Podcast, with host Samantha McLean, Mark talks about how real estate professionals can use technology to boost their business operations and set themselves apart from the competition.

From AI tools that can draft property descriptions to systems that simplify workflows and save time, Mark discusses how technology is empowering agents to focus on what matters most – building relationships and delivering exceptional service.

He also dives into sustainability trends, the growing demand for unified systems, and why data insights are key to staying competitive in a rapidly evolving market.

“We’re at this point now where the real automation is going to start kicking in. We’re going to see the number of units that a person can manage exponentially increasing.” – Mark Cohen

Working Smarter, Not Harder

Connected Systems, Better Service

Future-Proofing Your Business

Essential Agent Skills for 2025

Technology Integration and Automation
Mark Cohen emphasises that we’re at a crucial turning point in real estate technology. Rather than replacing humans, automation will dramatically increase operational efficiency, allowing property managers to handle more units and agents to focus on relationship-building activities.

The Power of Platform Integration
Cohen discusses MRI’s Agora platform, which serves as a foundation for connecting various property technology solutions. This integration addresses a common industry challenge where professionals are using seven or more different systems, with one-third manually double-entering data.

Digital Twin Technology and Future Applications
A fascinating development discussed is the implementation of digital twin technology, particularly in commercial real estate. This technology enables real-time monitoring of building systems and predictive maintenance, with potential applications in residential real estate on the horizon.

Sustainability and Energy Efficiency
The conversation touches on the growing importance of sustainability in real estate, with Cohen noting increased demand for energy tracking and reporting, particularly in the commercial sector. This trend is expected to gain significant momentum in 2025.

The Future of AI in Real Estate
The discussion concludes with insights into how generative AI will transform property technology, creating new possibilities for problem-solving and operational efficiency.

Summary
This episode provides a comprehensive look at how technology is reshaping real estate operations while emphasising that these advancements should enhance, rather than replace, the human element of the industry. Mark Cohen’s insights offer valuable guidance for real estate professionals looking to leverage technology effectively in their businesses.

1. What is MRI’s Agora platform?
Agora is MRI’s foundational platform that connects various property technology solutions, enabling seamless integration between different systems and reducing manual data entry.

2. How will AI impact property management?
AI will primarily automate routine tasks, allowing property managers to handle more units efficiently while focusing on meaningful client interactions.

3. What are the essential technology skills for modern real estate agents?
The three key skills are data analysis understanding, cloud-based operations proficiency, and mobile-first capability.

4. How is digital twin technology being used in real estate
Currently implemented mainly in commercial real estate, digital twin technology enables real-time monitoring and predictive maintenance of building systems.

5. What is the future of sustainability tracking in real estate?
Sustainability tracking is becoming increasingly important, with a growing demand for energy efficiency reporting and monitoring, particularly in commercial real estate.

6. How will generative AI impact the real estate industry?
Generative AI will create new possibilities for problem-solving and operational efficiency, fundamentally changing how real estate professionals work.

7. What is the main benefit of platform integration in real estate?
Platform integration reduces manual data entry, streamlines operations, and allows professionals to focus more on client relationships rather than administrative tasks.

8. How will automation affect property management?
Automation will increase the number of units a property manager can handle efficiently while maintaining service quality.

9. What role will human interaction play in the future of real estate?
Human interaction will remain crucial, with technology serving to enhance rather than replace personal relationships in real estate transactions.

10. How can real estate professionals prepare for technological changes?
Professionals should focus on developing data analysis skills, embracing cloud-based solutions, and maintaining a mobile-first approach to their operations.

Speaking on the Elevate Podcast with Samantha McLean and Steve Carroll, the star of Netflix’s “Buying London”, reveals why your social media presence is now more valuable than your shop front – and how AI won’t replace agents but will make the best ones unstoppable.

The council estate kid turned super-prime property specialist, who built DDRE Global into the UK’s fourth most influential real estate brand without spending a cent on traditional advertising, delivers a wake-up call about the future of real estate: the corporate brand is dead, and personal brand is everything.

“The corporate brand doesn’t really mean much to the eventual customer,” Daggers explains, having sold over £250 million worth of property annually. “I want to live on the high street, but I also want to live on the digital high street because there are more people walking up and down that digital high street than the physical high street.”

Personal brand trumps corporate identity – “The corporate brand doesn’t really mean much to the eventual customer.”

Social media presence is non-negotiable – DDRE became the fourth most influential UK real estate brand in just four years through social media alon.e

AI will amplify top performers – “AI is going to enable agents to do 300% more work” – taking business from those who aren’t adapting.

Digital networking is replacing traditional corporate structures – “We’ve gone from six degrees of separation to three…”

“I want to live on the high street, but I also want to live on the digital high street because there are more people walking up and down that digital high street than the physical high street.”

Building Your Foundation

Digital Domination

Global Opportunities

“Most people that I know want to do business with the best person they can do business with… and if you don’t have a digital presence and you’re building your brand, then people can’t fall in love with you.”

This episode was brought to you by Connect Now.

Visit connectnow.com.au to help make moving easier for your clients. Want new episodes of Elevate delivered to your inbox? Subscribe at eliteagent.com/subscribe.

Links and Resources Mentioned

1. Who is Daniel Daggers?

Daniel Daggers is a renowned figure in luxury real estate, recognised for his innovative marketing strategies and influential presence in the industry. With a career spanning top roles at Knight Frank and the creation of his own brand, DDRE Global, Daniel has become a key voice in shaping the future of luxury property.

2. What is DDRE Global?

DDRE Global is Daniel Daggers’ independent real estate brand, established during the global pandemic. The company focuses on redefining luxury real estate through innovative content creation, personal branding, and technology-driven solutions.

3. What key takeaways did Daniel share about his career journey?

4. What role does technology play in luxury real estate, according to Daniel?

Daniel emphasised the transformative role of technology and AI in the industry. His platform, ADVSR, facilitates global collaboration among real estate professionals. He highlighted that AI can amplify the performance of top agents, helping them work more efficiently.

5. How do geopolitical events impact the real estate market?

Daniel discussed how events like Brexit and global unrest influence property investment trends, with cities like London often viewed as safe havens. Adapting to these shifts is key to maintaining success in a volatile market.

6. What advice does Daniel give to aspiring real estate professionals?

Daniel encourages a focus on self-belief, positivity, and a strategic mindset. He believes consistency and adaptability are vital for success in real estate and beyond.

7. What makes DDRE Global different from traditional real estate agencies?

DDRE Global stands out due to its emphasis on personal branding and innovative content creation, which Daniel views as more impactful than traditional corporate branding in today’s market.

8. How does this episode benefit real estate professionals?

Listeners will gain insights into:

Speaking on the Elevate Podcast with Samantha McLean, Jacob shares invaluable insights about emerging industry trends that will create competitive advantages for forward-thinking agents.

Most notably, in this episode, they kick off 2025 with a discussion about banks starting to factor energy efficiency into lending decisions, creating new opportunities for agents who can anticipate this shift.

“There’s a massive opportunity within the real estate space to be part of the change and to profit from it,” Caine explains, drawing on fresh insights from his time at COP29.

Drawing on his unique background in opera, international relations, and real estate leadership, Jake offers a fresh and frank perspective on how agents can position themselves as trusted advisors in a changing market.

“The volume of data and the precision with which that data can be condensed into something immediately digestible… will transform how we work,” he says, highlighting how technology will enhance rather than replace the vital human elements of real estate.

Revenue Opportunities

Rental Market Mastery

Build a Better Business

Leadership Journey

Finally, don’t miss the game-changing tech discussion at 35:00.

This episode was brought to you by Connect Now.

Visit connectnow.com.au to help make moving easier for your clients. Want new episodes of Elevate delivered to your inbox? Subscribe at eliteagent.com/subscribe.

The Victorian Real Estate Landscape

Mr Caine provides a comprehensive overview of Victoria’s current real estate market, noting the challenges of subdued sales activity and price stagnation. He emphasises how increased supply and regulatory changes have impacted both the sales and rental markets, particularly highlighting the unintended consequences of well-intentioned rental reforms.

Environmental Leadership in Real Estate

Fresh from COP 29, Mr Caine discusses the critical role real estate must play in sustainability. He emphasizes that beyond environmental and social imperatives, there’s a clear economic case for sustainable practices in real estate. “Put aside the environmental and social imperatives of improved sustainability, the economic imperative is so clear now,” Mr Caine said.

Technology and the Future of Real Estate

Mr Caine envisions a future where AI and technology transform traditional real estate practices. He suggests that while AI will revolutionise many aspects of the industry, human emotion in property decisions will remain a crucial factor that technology cannot fully replicate.

Ethics and Industry Standards

A significant portion of the discussion focuses on industry ethics, particularly addressing underquoting and the need for registered bidders at auctions. Mr Caine advocates for transparency and professionalism, arguing that ethical practices are not just moral imperatives but business advantages.

The Path Forward

Looking to the future, Mr Caine emphasises the importance of embracing technology while maintaining ethical standards. He suggests that success in real estate will increasingly depend on the ability to integrate AI, sustainability practices, and strong ethical frameworks.

1. Who is Jacob Caine, and why is his perspective important?

Jacob Caine is the President of the Real Estate Institute of Victoria (REIV) and a leading voice in shaping the future of the real estate industry. With a diverse background in music, international relations, and business, Jacob brings a unique perspective on tackling challenges such as sustainability, ethics, and technology adoption in real estate.

2. What are the major challenges facing the Victorian real estate market?

Jacob highlighted the subdued property market, stagnant prices, and a rental crisis driven by regulatory and taxation policies that have discouraged landlords. He emphasised the need for government incentives to retain landlords and improve conditions for renters.

3. Why is sustainability important in real estate?

Jacob shared insights from COP29, underscoring the economic, social, and environmental imperatives of improving energy efficiency in properties. Sustainable upgrades not only increase property value but also position the real estate industry as a leader in addressing climate challenges.

4. What role will AI play in the future of real estate?

Jacob believes AI will revolutionise the industry by streamlining processes, enhancing data-driven decision-making, and enabling agents to provide better services with fewer resources. He predicts a future where property management could become largely automated.

5. How can agents differentiate themselves in a competitive market?

Jacob stressed the importance of building trust through ethical practices, such as transparency in pricing and eliminating underquoting. He also recommended focusing on sustainability and adopting cutting-edge technology to stay ahead in the industry.

6. What’s Jacob Caine’s biggest wish for the real estate industry?

Jacob wishes for real estate professionals to receive the respect they deserve for their role in helping people find homes, start businesses, and realise their dreams. He hopes the industry can rebuild trust through professionalism and a commitment to ethical practices.

A former NFL linebacker who played under legendary coach Don Shula and served as tri-captain in Super Bowl 17, Shull has spent the last 32 years coaching over 60,000 hours of one-on-one sessions with real estate agents. And he’s reached a startling conclusion: most agents could be earning more than they currently are.

In this compelling episode of the Elevate Podcast, Steve reveals why your listing presentations, value propositions, and endless free consultations might actually be hurting your business. Instead, he shares a revolutionary approach crafted in partnership with FBI hostage negotiator Chris Voss that can help you:

Speaking with host Samantha McLean, Steve explains why real estate isn’t about facts, logic, and reason—it’s about emotion. He also provides a concrete framework for using this understanding to transform your business.

Whether you’re struggling with fee pressure, worried about building a sustainable business, or simply tired of giving away free value only to lose listings, this episode offers a masterclass in modern real estate success.

The Evolution of Real Estate Coaching
Steve shares his journey from NFL line backer to Wall Street and finally to real estate coaching. His approach has evolved from purely linear, fact-based coaching to understanding the emotional core of real estate transactions. This shift came after reading Chris Voss’s work and realising that “you can’t overcome emotion with fact, logic, and reason.”

The CRM Revolution
One of the most striking aspects of Steve’s coaching philosophy is his emphasis on CRM management. He advocates for a minimum one-hour daily commitment to CRM work, breaking it down into three essential components:

The “Favourite or Fool” Framework
Steve introduces a revolutionary concept in real estate sales – understanding whether you’re the favourite or the fool in any transaction. This framework helps agents avoid wasting time on unwinnable listings and focuses energy where it matters most.

The Power of Tactical Empathy
Drawing from his collaboration with former FBI hostage negotiator Chris Voss, Steve explains how tactical empathy can transform client interactions. The key is making people feel understood before attempting to influence their decisions.

Delivering Bad News Effectively
One of the most valuable tools shared is the “accusations audit” technique for delivering bad news:

“I’ve got some really bad news. You’re going to hate me…”

This approach helps cushion the impact of negative information and maintains professional relationships.

Summary
Steve Shull’s approach to real estate success combines the discipline of professional sports with a nuanced understanding of human psychology. His message is clear: stop chasing deals and start building a sustainable business based on trust and authentic relationships.

1. Who is Steve Shull?
Steve Shull is a former NFL line backer turned elite real estate coach with over 32 years of experience. He pioneered real estate coaching in 1993, has coached thousands of agents, and co-authored the book The Full Fee Agent with Chris Voss.

2. What is Steve’s philosophy on commission fees?
Steve is a strong advocate for agents charging a full commission fee. He believes agents should focus on building trust rather than constantly trying to articulate value. When clients trust you, they are more likely to pay your full fee without negotiation.

3. What’s the biggest mistake real estate agents make?
According to Steve, many agents operate on “hope” by giving away too much for free in the hope of landing a deal. Instead, agents should focus on relationship-building and cultivating a repeat-and-referral business model rather than chasing new leads relentlessly.

4. What is the ‘Favourite or Fool’ approach?
This concept, adapted from hostage negotiation tactics by co-author Chris Voss, helps agents identify whether they are the client’s top choice (“the favourite”) or being used for comparison purposes (“the fool”). Steve teaches agents to determine this quickly via a structured 15-minute phone or Zoom call, saving time and effort.

5. Why does Steve focus on relationships over transactions?
Steve believes real estate is a relationship-driven business. Cultivating trust and maintaining regular contact with a curated database of clients through consistent outreach is key to long-term success. He advises spending at least one-hour daily working on a CRM system to nurture these relationships.

6. How does Steve handle unrealistic seller expectations?
Steve advises agents to avoid making sellers feel “wrong” about their price expectations. Instead, he encourages guiding them to think critically about the market through open-ended questions like, “What happens if the best buyer isn’t willing to pay your price?”

7. What does Steve recommend for delivering bad news?
Steve suggests using an “accusations audit” to deliver bad news effectively. For example, starting with, “I have some really bad news—you’re going to hate me,” disarms clients and prepares them emotionally for what follows. This approach reduces stress for both the agent and the client.

8. How can agents build trust quickly with new clients?
Steve teaches agents to focus on listening and making clients feel understood through a process called “tactical empathy.” This involves articulating the client’s thoughts and feelings, which builds trust and creates a collaborative environment.

9. What’s Steve’s advice for thriving in today’s competitive market?
Steve’s key advice is to stop chasing deals and start building a business. Focus on processes within your control, such as relationship-building and consistent communication, rather than obsessing over results you can’t control.

10. How can I learn more from Steve Shull?
You can explore Steve’s coaching programmes, workshops, and books at performancecoaching.com.

In this episode of the Elevate Podcast with Samantha McLean, Matt Lahood, co-founder and CEO of The Agency, shares his thoughts on the current market conditions and his vision for what’s in store for agents in 2025.

Together, they explore market bottlenecks, changing buyer behaviour, and strategies for navigating the challenges of today’s high-interest-rate environment.

Matt shares his insights on leveraging technology, preparing for the election year’s impact on sales cycles and why timing is critical for sellers.

With sustainability initiatives and AI front and centre, Matt outlines how agents can embrace the future while keeping the human touch.

“The real question for next year is whether the market will shift before or after the election and how agents can prepare now. If you’re waiting for interest rates to drop before buying, you might end up paying more when competition heats up.” – Matt Lahood

Current Market Analysis
Matt provides a comprehensive overview of the current market conditions, noting significant regional variations and the importance of understanding local market dynamics. He emphasises how different regions operate on different “property clocks,” requiring tailored approaches for each market.

Strategic Planning for 2025
Looking ahead to 2025, Matt discusses the importance of strategic timing, particularly considering the election year and major holiday periods. He advocates for early market entry and careful planning around significant calendar events.

Technology and Innovation Focus
The Agency’s approach to technology integration reflects a forward-thinking mindset, with Matt sharing insights about their sustainability initiatives and views on AI implementation in real estate operations.

Business Growth and Integration
Matt details The Agency’s expansion plans and the challenges of maintaining cultural cohesion while growing rapidly, approaching 900 team members after eight years of operation.

Summary
Matt Lahood’s insights reveal a pragmatic yet optimistic outlook for the real estate industry in 2025. His emphasis on strategic planning, technological adoption, and maintaining strong business fundamentals provides valuable guidance for industry professionals.

1. What were the major trends in real estate in 2024?
2024 saw a shift in buyer behaviour, with more cautious buyers leading to bottlenecks in the market. Sellers who hadn’t bought yet were more hesitant to list, creating mismatches in supply and demand.

2. How does Matt Lahood advise agents to handle slow-moving stock?
Matt recommends focusing efforts on motivated sellers rather than those testing the market. He advises agents to prioritise listings where sellers genuinely need to move, ensuring better outcomes for both parties.

3. What are Matt Lahood’s key predictions for 2025?
Matt anticipates that the market will stabilise further, with a focus on low unemployment driving steady performance. He also predicts that technology, including AI, will play a significant role in improving efficiency for agents, buyers, and sellers alike.

4. How will the 2025 election impact the real estate market?
With a late Easter and an election year, Matt believes the first quarter of 2025 will be marked by uncertainty, which may delay some market activity. Agents and sellers should plan ahead to avoid getting caught in these disruptions.

5. How is The Agency preparing for the future?
The Agency is focusing on sustainability initiatives, digital transformation, and the integration of cultures as it continues to grow. They are leveraging AI and tech tools to streamline processes while maintaining a strong human connection.

6. What’s Matt’s advice for sellers in 2025?
Matt encourages sellers to list early in the year to avoid delays caused by events like Easter and the election. He also suggests being prepared to negotiate, as a cash buyer-friendly market could provide advantages for those selling and re-buying.

As Head of Growth and Performance at Ray White Ascot, Katie Cotton knows how to bring people together and get the most out of herself and her team, all while juggling the day-to-day challenges of family and work life.

In this episode of the Elevate Podcast, guest host Steve Carroll sits down with Katie Cotton to explore her journey in real estate, from single motherhood to becoming a key leader at one of Australia’s largest Ray White offices.

She talks about insights on female leadership in real estate, balancing family life and creating positive workplace cultures that drive success.

Katie brings a fresh perspective on leadership, challenging traditional paradigms while staying focused on the importance of hard work, routine and relationship-building to achieve success.

“You have to work hard. So many people come in trying to manage the mum life versus the working life. And there is absolutely no easy answer, but you have to work hard. You have to be passionate.” – Katie Cotton

Instagram
LinkedIn
Ray White Ascot
Hands Across the Water Charity

From Single Mom to Industry Leader
Katie’s journey began as a young single mother at 19, facing the challenges of balancing parenthood with career aspirations. Her experience demonstrates that with determination and the right support systems, it’s possible to achieve significant professional success while maintaining strong family bonds.

The Power of Routine
One of Katie’s key insights is the importance of establishing strong routines. Rising at 5 AM daily isn’t just about discipline, it’s about creating a structure that enables both professional excellence and quality family time. This approach has allowed her to manage multiple roles effectively, from leading at Ray White to raising three children.

Challenging Traditional Paradigms
While acknowledging the male-dominated nature of real estate, Katie emphasises focusing on merit rather than gender. Her approach centres on creating opportunities for all while maintaining high standards of performance and professionalism.

Building Effective Teams
Katie shares valuable insights about identifying potential in new team members: “I can teach you skill, I can’t teach you energy.” This philosophy has helped her develop successful teams and nurture new talent in the industry.

The Future of Brisbane Real Estate
Looking ahead to the 2032 Olympics, Katie anticipates significant growth and transformation in Brisbane’s real estate market. She discusses the emergence of new developments and the revitalisation of established areas, painting an optimistic picture of the region’s future.

Lessons in Resilience
A powerful story about completing a 535-kilometre charity bike ride despite injury demonstrates Katie’s resilience and determination. This experience mirrors her approach to business challenges: “Tomorrow’s a new day” becomes both a mantra and a method for overcoming obstacles.

Summary
Katie Cotton’s story shows how modern leadership in real estate combines professional excellence with personal authenticity. Her approach to balancing family life with career success while fostering inclusive and high-performing teams offers valuable lessons for industry professionals at all levels.

In this episode of Elevate, host Samantha McLean sits down with Andrew Acton, founder of Explore Property and second-generation real estate leader, to uncover the mindset and strategies that fuel successful agency growth.

With over a decade of experience, Andrew has built award-winning agencies and mentored countless agents, bringing a unique mix of resilience, ambition, and market insight to the conversation.

Andrew shares his personal journey and the hard-earned lessons that shaped his approach to real estate.

From expanding Explore Property into Southeast Queensland to his perspective on the “law of undulation” in business, Andrew offers practical yet profound advice on building a business with both strength and heart.

You’ll also get an inside look into his experiences with big decisions, brand building, and maintaining balance in the volatile world of real estate.

What drives Andrew’s commitment to growth and leadership in an industry known for its ups and downs?

Tune in to discover his unique methods for staying grounded, inspiring his team, and building a legacy in real estate.

“I honestly believe that I’m a better leader and a better human now than I’ve ever been. And that’s kind of the law of life,” – Andrew Acton

From Construction to Real Estate Leadership
Andrew shares his journey from civil construction in Western Australia to becoming a real estate leader, crediting his father’s guidance for his career change. His father’s advice about persistence in real estate has shaped his approach to leadership and success.

The Making of Explore Property
Born from a desire to create something different in the real estate space, Explore Property has grown to 13 offices across regional Queensland. Andrew emphasises the importance of building a brand that resonates with both agents and clients.

Training and Development Philosophy
Andrew’s approach to training new agents focuses on four key areas:

The Future of Real Estate
Despite technological advances, Andrew maintains that successful real estate businesses will continue to be built on strong personal relationships and exceptional service. He cautions against over-engineering businesses with too many tools and subscriptions.

Leadership Insights
Andrew emphasises the importance of being an observer rather than always being reactive. He encourages leaders to let go of what they can’t control and focus on making measured, thoughtful decisions.

Summary
Andrew Acton’s journey and insights reveal that success in real estate comes from a combination of strong leadership, genuine human connection, and the ability to maintain perspective through market cycles. His emphasis on developing people while building sustainable businesses offers valuable lessons for both new and experienced real estate professionals.

1. Who is Andrew Acton, and why is he significant in the real estate industry?
Andrew Acton is the founder of Explore Property, a successful real estate brand known for its unique approach to combining the benefits of a franchise model with the independence of small business. With a reputation for mentoring agents and agency leaders, he’s widely respected for building award-winning agencies, particularly across Queensland. Andrew’s latest venture involves expanding Explore Property into Southeast Queensland, which he discusses in this episode.

2. What is Andrew’s approach to building a successful real estate business?
Andrew emphasises the importance of building meaningful relationships, focusing on service, and cultivating resilience. He advocates for a balanced approach to business growth—one that leverages clever branding, supports agents at every stage, and adapts to the needs of regional markets. He also highlights that agency success is often about managing personal ambition, maintaining a strong work ethic, and nurturing a supportive culture within the team.

3. What is the ‘law of undulation’ that Andrew mentions?
The ‘law of undulation’ refers to the natural highs and lows that come with working in real estate. Andrew uses this concept to help agents understand that the fluctuations in the market—and even in their day-to-day performance—are normal. He advises agents to keep an even keel, focusing on long-term goals rather than getting caught up in daily wins and losses.

4. What are Andrew’s key recommendations for new agents?
Andrew offers a four-step approach for agents starting out:

5. How does Andrew handle market shifts and help agents stay resilient?
Andrew encourages agents to focus on what they can control: exceptional service and strong relationships with clients. Instead of getting too caught up in market conditions, he advises agents to work on being resourceful and reliable, as those qualities often lead to more stable success in changing markets.

6. What advice does Andrew give about leadership?
Andrew believes leadership is about guiding others calmly and consistently, especially through tough times. He encourages leaders to let go of unnecessary stresses and not to jump into every situation. Instead, he advises being an ‘observer’ who can make balanced decisions and support the team without adding to the chaos.

7. What’s Andrew’s take on work-life balance, especially in such a demanding industry?
While he’s passionate about real estate, Andrew values having a life outside of work. He shares that having time away from the business, such as an annual camping trip with his son, helps him stay grounded and prevents burnout. He encourages agents and leaders alike to take breaks and prioritise their personal lives, especially over the Christmas period, when the industry naturally slows down.

8. How does Andrew see the future of real estate evolving over the next few years?
Andrew believes the industry will continue to focus on strong customer service, despite advancements in technology. While new tools and platforms are useful, he stresses that personal connections and genuine service will always be at the heart of a successful real estate business. He encourages agents to embrace necessary tech but not to get distracted by trends that take away from the core work of serving people.

9. What does Andrew hope to achieve with Explore Property in the coming years?
Andrew aims to grow Explore Property with a focus on quality over quantity. His goal is to expand to around 20 offices and continue working with talented agents who align with the company’s values. Rather than scaling rapidly, Andrew wants to build a network of agents who support each other, develop strong local connections, and deliver exceptional service.

In this debut episode, the husband-and-wife team sit down together to tackle real estate’s spiciest conundrums (with actionable takeaways you can use immediately): Do nice guys really finish last? Is reality TV helping or hurting the industry? And should AI be making your phone calls?

When Andy Reid’s article suggested being too nice in real estate might be leaving money on the table, it sparked a discussion about finding the sweet spot between people-pleasing and pure profit-chasing. Have you ever wondered where the line is between being too nice and too assertive? Sam and Mark unpack the concept of the “line of confidence” and what it really means.

With “Listing Melbourne” hitting screens, Sam and Mark dissect whether these shows help or hurt the perception of the real estate industry. The show has the industry buzzing (and some agents fuming). Are these shows making agents all look like glamorous deal-closing machines or reinforcing every stereotype most people try to shake…

From unrealistic expectations to personal branding opportunities, this conversation gets real about reality TV’s impact on the profession. Plus, learn why being your area’s “Lady Whistledown” might be more valuable than any TV appearance.

The future is knocking, but should we let the robots answer? Sam and Mark tackle the provocative question of whether AI could enable the first billion-dollar solo agent and, more importantly – what that means for the human touch in real estate.

That awkward moment when Sam got invited to the “Listing Melbourne” premiere… and missed it because she didn’t check the time on the invite! 🤦‍♀️ (Don’t worry, Sam, we’ve all been there!)

[00:04:00] “So a lot of people say, ‘how do you work with the person that you actually live with?’ My immediate response is, I just couldn’t imagine any other way of doing it.”

[00:11:00] “If you don’t know who you are and you’re not sending clients to your competition, then you haven’t niched enough!”

[00:22:00] “Look at that void. And I thought that’s a metaphor for so many things.”

[00:25:00] “Yes, be the local expert. Remember that mainstream media is always gonna take the attitude: If it bleeds, it leads.”

[00:23:00] “Smart agents don’t copy the drama – they copy the attention to detail”

[00:34:00] “The ‘human in the loop’ factor is so important… real estate will always be about trust…”

Want to catch the next episode of “On Closer Inspection”? Subscribe to the Elite Agent podcast wherever you get your podcasts. And if you’ve got topics you’d like Sam and Mark to put under the microscope, drop them a line! samandmark

Got thoughts on these topics? We’d love to hear them in the comments below! 👇

Andy Reid’s Article – “Do Nice Guys Finish Last?”
Read the article on Elite Agent

Book – Never Split the Difference by Chris Voss
Find it on Amazon

Tom Ferry’s Real Estate Scripts and Dialogues
Explore scripts on Tom Ferry’s site

GPT’s mentioned

Listing Melbourne – Real Estate Reality Show
Watch on 9Now

Luxe Listings Sydney – Real Estate Reality Show
Watch on 9Now

AI-Powered Tools and Virtual Assistants like “Lucy”
Explore Lucy Virtual Assistant

The Nice Guy Conundrum
The episode begins with an analysis of whether nice guys truly finish last in real estate. Drawing from Andy Reid’s insights, the hosts discuss how success comes from balancing empathy with assertiveness and maintaining clear professional standards.

Reality TV’s Industry Impact
Examining the debut of “Listing Melbourne,” the conversation explores how reality shows affect the public perception of real estate professionals. While acknowledging the entertainment value, the hosts discuss both the benefits and drawbacks for the industry.

AI and The Future of Real Estate
The final segment tackles the revolutionary potential of AI in real estate, including the possibility of a billion-dollar solo agent. The hosts emphasise the importance of transparent AI use while maintaining authentic human connections.

Summary
This episode provides a comprehensive look at current industry challenges and opportunities, offering practical advice for agents navigating the balance between authenticity, entertainment, and technology.

1. What’s the key takeaway on balancing kindness with assertiveness in real estate?
The episode explores Andy Reid’s article, which suggests that success in real estate often comes from setting clear standards and having the confidence to maintain them. Being kind and approachable can help build trust, but confidence in setting boundaries—like sticking to fees—is essential. Striking a balance allows agents to avoid being overlooked without compromising values.

2. How does reality TV impact the real estate industry?
The hosts discuss how shows like Listing Melbourne and Luxe Listings create a dual impact: they raise public interest in real estate but may also reinforce stereotypes about agents. While polished presentations can elevate industry standards, the drama may lead to unrealistic expectations from clients. However, agents can leverage the increased visibility to enhance their personal brand and emphasise professionalism.

3. Can AI help real estate agents become more efficient without losing the personal touch?
Yes! Samantha and Mark highlight that AI tools can be valuable for automating repetitive tasks, like organising content calendars or responding to frequently asked questions. Tools like ChatGPT can also help agents develop marketing materials and handle inbound inquiries. However, they emphasise that agents should disclose AI’s use, maintain direct client relationships, and use the time saved for personal interactions to build trust.

4. Is it possible for a real estate agent to run a ‘billion-dollar’ business solo with AI?
While it’s theoretically possible to scale a solo business using AI tools, the hosts argue that real estate still relies heavily on human connection and trust. AI can support agents with administrative tasks and virtual assistant capabilities, but maintaining a personal, hands-on approach with clients remains essential for lasting success.

5. How can agents use AI responsibly in their business?
The hosts recommend that agents clearly identify AI assistants or avatars to clients (e.g., “Hi, I’m Lucy, Sam’s AI assistant”) to maintain transparency. They also suggest using AI to support tasks like content creation and lead management while focusing agent-client interactions on building trust and relationships.

6. How can real estate agents create a personal brand without being on TV?
Agents can use social media and AI tools to develop their brand, even without TV exposure. AI can help with scripting, video production, and content creation to deliver high-quality, professional materials. The hosts encourage agents to focus on local expertise and build their reputation as trusted resources in their communities by offering valuable, tailored insights.

7. How can agents create valuable, hyperlocal content?
Samantha and Mark suggest using newsletters and local market updates to share unique insights that resonate with the community. Agents can position themselves as “local experts” by using AI to streamline content creation and focus on hyper-relevant information that mainstream media may overlook.