How Agents Should Prospect Using Buyer Briefs

There’s a side of the property market most Australians never see — where listings don’t make headlines, and deals happen behind closed doors.

In this episode, we step into that world of discretion and discovery with William Laing, Co-Founder and CEO of Quiet List, to explore how off-market sales are quietly reshaping the real estate landscape.

With nearly one in five Sydney homes now trading off-market, William reveals how private listings are redefining demand and changing how agents, buyers, and sellers connect. From price-testing vendors and privacy-driven sellers to the rise of buyer’s agents and agent-only platforms, this hidden layer of the market is rewriting the rules of access and advantage.

Together, we unpack what truly counts as an off-market listing, why so many sellers are choosing to go quiet, and what this shift means for transparency in Australian property. It’s a conversation that cuts through the hype to reveal the data, dynamics, and ethics shaping the industry’s most exclusive corner.

If you’ve ever wondered what happens before a listing goes live, or why some of the best opportunities never make it online, this episode gives you a rare glimpse into the quiet art of deal-making in today’s property market.

Episode Highlights

00:00 – Introduction

01:16 – Guest Introduction: William Lang of Quiet List

01:48 – Understanding Off-Market Listings

03:40 – Challenges in Off-Market Transactions

08:27 – Quiet List: The Business Model

08:40 – Appreciating the Role of Buyer's Agents

18:03 – Privacy and Transparency Issues of Off-Market Deals

26:18 – Real Estate Platforms

28:05 – Challenges and Changes in Agent Processes

28:45 – Advantages of Centralized Briefs

31:03 – Off-Market Deals and Relationships

32:23 – Platform Features and Future Directions

41:53 – Real Estate Market Dynamics and AI

42:33 – Property Dumbo

About the Guest

William Laing is the Co-Founder and CEO of Quiet List, Australia’s first agent-only property platform transforming how real estate professionals connect qualified demand with quiet supply.

With more than a decade in luxury residential real estate — including roles with Kay & Burton, Knight Frank, Savills, and The Agency — William built his career around discretion, trust, and deal-making. His experience handling high-end, off-market transactions inspired Quiet List: a platform that helps agents capture the 20% of property deals that happen behind closed doors.

Today, William is helping agents nationwide turn “quiet listings” into smarter, more transparent transactions — bringing structure, security, and speed to a part of the market that’s always operated in whispers.

Connect with William

• LinkedIn

Resources

• Visit our website: https://www.theelephantintheroom.com.au
• If you have any questions or would like to be featured on our show, contact us at:
• The Elephant in the Room Property Podcast - questions@theelephantintheroom.com.au
• Looking for a Sydney Buyers Agent? https://www.gooddeeds.com.au
• Work with Veronica: https://www.veronicamorgan.com.au
• Looking for a Mortgage Broker? alcove.com.au
• Work with Chris: chrisbates@alcove.com.au 

Enjoyed the podcast? Don't miss out on what's yet to come! Hit that subscription button, spread the word, and join us for more insightful discussions in real estate. Your journey starts now!

• Subscribe on YouTube: https://www.youtube.com/@theelephantintheroom-podcast
• Subscribe on Apple Podcasts: https://podcasts.apple.com/ph/podcast/the-elephant-in-the-room-property-podcast/id1384822719
• Subscribe on Spotify: https://open.spotify.com/show/3Ge1626dgnmK0RyKPcXWilliam0?si=26cde394fa854765

If you enjoyed today’s podcast, don’t forget to subscribe, rate, and share the show! There’s more to come, so we hope to have you along with us on this journey!

See you on the inside,

Veronica & Chris