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

Can AI Replace Real Estate Relationships?What if the secret to thriving with AI isn't learning to be more like a machine – but discovering how to be more authentically human?That's the counterintuitive insight from Tara Christianson, who's spent over a decade helping agents navigate the intersection of technology and genuine connection. After delivering over 45 presentations across five Australian states, Tara has discovered something remarkable: the agents winning with AI aren't the ones replacing human touch with automation – they're the ones using technology to amplify their humanity.What you’ll learn in this episodeThe "doorman fallacy" – why efficient doesn't always mean effective in client relationshipsHow to use AI to analyse your Google reviews and craft a unique value proposition that actually resonatesThe three-pillar framework for digital presence: Talk, Listen, Engage (and why AI changes everything about execution)ChaptersResources Mentioned:ChatGPT - AI assistant for content creation and analysis (http://openai.com/chatgpt)Perplexity - AI search and research tool (http://perplexity.ai)Claude - AI assistant for writing and analysis (http://claude.ai)Notion - AI-powered workspace for organisation (http://notion.so)HeyGen - Create AI avatar videos (http://heygen.com)Loom - Video messaging and AI features (http://loom.com)Signull on Substack - AI and tech insights (https://substack.com/)Connect with Tara ChristiansonLinkedIn: https://www.linkedin.com/in/tchristianson/Discover More From Elite Agent & Samantha McLeanJoin the Spark Community for Innovation in Real Estate: https://spark.eliteagent.comSign up for The Brief for Daily Real Estate News: https://thebrief.eliteagent.comExplore AI Tools, Prompts and Workflows for Real Estate: https://aipoweredagents.comConnect with Elite Agent on SocialsInstagram: @eliteagentmagTwitter/X: https://x.com/eliteagentmagLinkedIn: https://www.linkedin.com/company/eliteagentmag/#RealEstateAI #PropertyTech #AgentTraining #DigitalTransformation #RealEstateInnovation #AustralianRealEstate #AgentLeadership #PropTech2025 #RealEstateStrategy #AIForAgents #EliteAgent #ThoughtLeaders #TaraChristianson #REAGroup #RealEstateCoaching

How do you bring AI into your agency — without losing the personal touch that made you successful in the first place?Kirstin Dunn started Semple Property Group from her dining room table back in 2013. Since then, she’s grown the business to over $54 million, all through strong relationships and exceptional service.Now, she’s taking things to the next level — integrating AI tools across every part of her operation. In this episode, Kirstin shares how she’s saving hundreds of hours for her team while still delivering the standout service her clients love.In this episode, you’ll learn:How one AI tool helped save 17+ hours per weekThe moment Kirstin realised AI could transform her workflowsHow to spot the right workflows for automationWhich AI tools are powering her business todayHer team-friendly for easy adoptionWhy she uses a one-in, one-out rule for AI subscriptionsHow she trains her team to get the most out of each new toolChapters:Chapters00:00:00 Introduction & AI in Business00:00:33 Meet Kirsten Dunn00:02:13 Early Adoption: Embracing AI & Overcoming Fears00:04:49 AI Tools in Action: From Reviews to Inbox Management00:08:46 Building an AI-Ready Team00:10:49 Experimenting with AI Tools00:12:53 Deep Dive: Using Go List & RiTA00:18:30 Training, Quality Control & AI Ethics00:23:02 Client Reactions & The Human Touch00:26:31 Advice for AI Adoption in Real Estate00:29:08 Final Reflections & Kirstin’s Recommendation To Take ActionResources Mentioned:ChatGPT: https://openai.com/Fyxer AI: https://www.fyxer.com/Go List: https://www.golist.com.au/RiTA: https://www.cotality.com/au/products/ritaConnect with Kirstin DunnLinkedIn: https://www.linkedin.com/in/kirstin-dunn-7a92a631/Semple Property Group: https://www.semplepg.com.au/Discover More From Elite Agent & Samantha McLeanJoin the Spark Community for Innovation in Real Estate: https://spark.eliteagent.comSign up for The Brief for Daily Real Estate News: https://thebrief.eliteagent.comExplore AI Tools, Prompts and Workflows for Real Estate: https://aipoweredagents.comConnect with Elite Agent on SocialsInstagram: @eliteagentmagTwitter/X: https://x.com/eliteagentmagLinkedIn: https://www.linkedin.com/company/eliteagentmag/#PropertyManagement #RealEstateAustralia #PropTech #RealEstateInvesting #PropertyManagers

What if everything you've been taught about property management is fundamentally wrong?In this game-changing episode of Thought Leaders, Ben White, co-founder and CEO of Ailo (processing transactions for 250,000+ users nationwide), reveals why the traditional "production line" approach to property management is undermining profits and driving away talent.As the co-founder and CEO of Ailo, Ben is now leading the charge toward what he calls "The Third Wave", – where superior investor experience, powered by technology, decides who wins.In this episode, you'll discover:Why property managers could earn 50% more (and the pay structure holding them back)How to transform regulatory compliance from cost centre to profit centreThe big profit opportunity hiding in all new legislationWhy treating property management like McDonald's is your biggest mistakeHow AI will expand services, not replace property managersThe mindset shift from "collecting rent" to "community relationships"Ready to implement The Third Wave in your agency?Access the FREE "Investor 3.0" course: https://thirdwavepm.eliteagent.education/Connect with Samantha McLean on LinkedInConnect with Ben White on LinkedInInstagram/X: @eliteagentmagResources Mentioned:Ailo Platform: https://ailo.io/Third Wave Property Management Course: https://thirdwavepm.eliteagent.education/#PropertyManagement #RealEstateAustralia #PropTech #RealEstateInvesting #PropertyManagers

What happens when your clients (or their parents) start fact-checking every recommendation you make with ChatGPT?This desperate comment from a Reddit post reveals what's happening when clients start trusting ChatGPT more than their agents.So, in this episode, Samantha McLean reveals the four strategies for protecting your deals from AI hijacking while turning this "threat" into your biggest competitive advantage.What You'll Learn:• How to handle the real estate ChatGPT expert• The “Above the Line” framework that makes clients value you above the technology• 4 proven scripts for dealing with AI-informed clients• Why being defensive (or offensive) kills deals (and what to do instead!)Resources Mentioned:📧 Free 5-Day AI Course: aicourse.eliteagent.com📰 Latest AI News and resources for real estate professionals: aipoweredagents.com💎 Premium AI Community for real estate with Tools, Prompts and Checklists: spark.eliteagent.com📖 "Exactly What to Say for Real Estate Agents" by Phil M Jones on AmazonRemember: Whether the consumer trusts you or the AI is entirely in your hands.Connect with Sam:📧 samantha@eliteagent.com💬 Got an AI question? Drop it in the comments!#RealEstate #ChatGPT #AIForAgents #RealEstateTraining #PropertySales #RealEstateMarketing

TL;DR: Today we’re releasing a new episode of our Thought Leaders podcast that unpacks the practical side of growing a values-led agency. Dion Besser explains how he stabilised a team that tripled overnight, balanced culture with accountability, and kept clients loyal through volatile markets. Listen on YouTube, Apple Podcasts or Spotify—and sign up to get it in your inbox each week. Dion Besser has spent more than two decades living what keeps a real estate business steady when markets, regulations, and staffing levels change simultaneously. After gaining experience in London, he returned to Melbourne to found Besser & Co., where a 2022 acquisition saw his staff list jump from eight to 24 in a single day. Instead of patching problems on the fly, he doubled down on a simple playbook: start with clear values, document the right way to work, and let those guardrails drive performance. Today, that 20-strong crew runs on transparency, honest feedback, and a habit of celebrating small wins. In this conversation, Dion explains how he hires, trains, and motivates people so that the next growth spurt feels orderly, not chaotic. “Most of the skills in real estate can be taught. What I look for is trust, loyalty, openness, accountability, drive.” Values come first—hire for character, train for skill Dion screens candidates with personality tests to see how they handle feedback before they even start. If they push back, they won’t suit an environment built on constructive candour. With values aligned, new hires step straight into detailed playbooks—everything from rent reviews to auction campaigns—so expectations never feel fuzzy. Culture is a journey—celebrate wins before cracks widen “It really is a journey for our clients and it’s a journey for our staff.” When an acquisition stretched the team, morale dipped until Dion formed a “Culture Collective” that meets monthly to spotlight quick victories—five-star reviews, seamless VCAT cases, record rent per square metre—and flag tension early. Regular recognition reset the mood and curbed turnover. Intrinsic meets extrinsic—design rewards beyond the paycheck “Find out what motivates them, and help them achieve that.” Commission still matters, but Dion ties KPIs to personal goals like clearing tasks daily or making 80 calls a week. When agents hit targets they set themselves, the reward lands deeper than trophies—and retention climbs because progress feels personal. Patience and persistence—guide clients through choppy markets “If you can’t take your clients on a longer journey, you’ll find yourself losing business.” With Melbourne prices wobbling and tenancy laws changing, Besser coaches his team to prep vendors and landlords for longer campaigns. Clear timelines, frequent check-ins and upfront reality checks convert possible frustration into trust—even when the news isn’t great. Own your agency choice—interview the interviewer “Ask a potential employer: What path to success do you have for me?” For newcomers eyeing 2025, Dion flips the script: treat job interviews like due diligence. If an office can’t outline a documented growth track—training, database strategy, social-media playbook—move on. The right environment, he says, is half the battle. Listen or watch → YouTube | Apple Podcasts | Spotify What’s one cultural tweak you’ve made that instantly lifted team performance? Jump into the comments or tag us on LinkedIn.

Curtis Thomson is something of a systems whisperer for industries bogged down by manual processes. Having cut his teeth in the construction world and then co-founding and scaling the field service management software Simpro across the globe, he witnessed firsthand how disjointed systems and repetitive tasks can drain businesses and the people within them. He saw friends in the trades working grueling hours only to face business failure and personal hardship, sparking a passion to solve these efficiency problems with technology. Now, Curtis brings his outsider perspective and deep experience in streamlining complex operations to the property management sector with Our Property. Property management, as he notes, is rife with accepted pain points—manual trust accounting, compliance burdens, endless maintenance cycles, and the thankless task of arrears management. Thomson sees a future where technology handles the “donkey work”, allowing property managers to escape mediocrity and focus on high-value activities like building relationships and growing portfolios. The conversation dives into the practical application of automation and AI to solve core property management challenges. It’s not just about surface-level fixes, but fundamentally rethinking processes like trust accounting, maintenance coordination, and even arrears collection to build more resilient, efficient, and ultimately more human-centric property management businesses. Breaking Free from “How It’s Always Been Done”—The Inertia Problem A recurring theme is the industry’s tendency to stick with outdated processes simply because “that’s the way we’ve always done it”. Curtis argues this isn’t unique to property management but a common human trait. He shared an anecdote about a customer acknowledging their agency hadn’t changed in 20 years and was actively trying to reconfigure. Escaping this inertia requires honestly evaluating which tasks add value versus which are just “busy work”. Curtis notes, “A lot of the time it’s just, we just keep doing it this way because it’s just the way we’ve always done it”. He stresses the importance of questioning processes: “Are you adding value to the conversation with the landlord right now? Are you adding value to the tenancy right now? Like, is it, is this good for the customer? Is this good for the business? If not, Why are you doing that?”. Trust Accounting Reimagined—Automating Compliance and Reducing Risk Trust accounting has always been a major compliance headache. Thomson explains how Our Property integrates the trust account differently, automating many manual reconciliation and disbursement tasks. This approach aims to eliminate human error and the associated risks, effectively outsourcing the compliance burden. Untangling Maintenance—Coordination Through Automation Maintenance is another area plagued by inefficiency. It involves numerous moving parts: capturing requests, coordinating trades, getting approvals, managing quotes, and handling keys. Thomson highlights the potential for automation to manage these complex workflows based on predefined rules and landlord preferences. He points out the absurdity of manual follow-ups: “Why am I having to chase the trade to bring the keys back? Can’t the systems just do that for me?”. Technology can handle routing emergency jobs, managing quote requirements, and even suggesting trades based on performance data, freeing property managers from constant chasing. Personalised Arrears Management—AI as the ‘Bad Cop’ Nobody enjoys chasing arrears. Curtis sees AI as perfectly suited to handle this often unpleasant task, moving beyond generic templates to personalised communication campaigns based on tenant behaviour and communication history. The system can determine each individual’s best messaging style (soft or firm) and channel (email or SMS). When a human intervention is needed, AI can apply guidance. This approach has demonstrably reduced arrears rates for agencies using the platform. Embracing Change—Focus on the Goal, Not Just the Pain Point Implementing change is challenging and often met with resistance. Curtis advises focusing on specific, tangible outcomes rather than just fixing isolated pain points while considering the overall picture. He emphasises the importance of involving the team and communicating the “why” behind the change to win hearts and minds. “You need to have specific goals”. When considering change, “What is it you’re trying to actually achieve? And then go about setting, you know, for that outcome”. Ultimately, Thomson urges leaders to reconnect with their original motivations: “I would like to have people remember why they’re here in the first place… A lot of us have lost sight of why we’re here”. Listen/Watch: YouTube Spotify Apple Podcast What’s your agency’s biggest “busy work” task that you wish you could automate away? Let us know in the comments!

Today we’re proud to release the first episode of our brand new podcast “Thought Leaders”. In this episode, Samantha McLean goes in depth with Andrew McCulloch, former CEO of Ray White NSW/ACT turned business owner of Ray White Shore Group. Andrew McCulloch is a master of real estate transformation. He’s spent his career understanding what makes high-performing agencies tick—first as a top salesperson, then as a corporate leader who helped double New South Wales’s market share. Now, as the owner of Ray White Shore Group on the Gold Coast, Andrew is applying every lesson he’s learned about recruitment, leadership, and technology to build his dream agency from the ground up. In this episode, Samantha McLean talks to Andrew about what he learned from examining hundreds of real estate businesses over decades. They discuss why the most valuable approach to leadership is about relationships, not recruitment; how studying Sydney’s top performers like Gavin Rubinstein show the power of high performing cultures; Andrew’s belief that commission splits matter far less than providing value and support; and why he’s betting on AI to transform everything from admin tasks to customer relationships. You can check out their full conversation here: If you want a quick summary, here are some of the themes they touch on: Leadership is everything—pick the right leader, not just the right brand Andrew spent years recruiting top performers like Vivian Yap and Josh Tesolin to Ray White. His secret? He never tried to recruit them at all. Instead, he built genuine relationships. “Don’t focus on them joining the business, focus on building a good relationship with them,” he explains. He’d go to family dinners with Vivian, meet her in Bali on holiday, and simply care about the person first. This philosophy extends to his advice for agents: “The number one thing that you should be considering is pick the right leader…because that’s so important in your success or failure.” Don’t underestimate the power of competitive culture to break performance ceilings When Ray White introduced leaderboards through their Pulse app, Andrew watched something extraordinary happen. Top performers like Josh Tesolin, Vivian Yap, and Gavin Rubinstein began pushing each other to new heights—from writing $3 million to eventually $10 million in commissions. “I don’t believe that any one of them would be writing those levels if it wasn’t for the other,” Andrew observes. He calls this the end of self-limiting beliefs: “Until people have seen that it can be done, they can’t do it.” Value trumps cost every time—whether it’s franchise fees or commission splits Having worked under different models throughout his career, Andrew learned a painful lesson early on. At 20, he left Ray White’s 60% split for an independent offering 90% with no franchise fee—and made less money than ever before. “I didn’t have all of the bells and whistles and all the stuff that I thought I didn’t need,” he recalls. His advice? “Stop looking at costs. The cost is irrelevant. Look at value.” He now pays substantial franchise fees but gets his money’s worth, knowing that support systems enable agents to focus on what matters: building relationships and making sales. Customer service doesn’t end at settlement—and that’s where the opportunity lies Seventy percent of property sellers don’t return to their original agent—a statistic that horrifies Andrew. Taking inspiration from the car industry’s after-sales service, he’s created a dedicated role at Shore Group focused purely on post-settlement care. “The automotive industry does this so much better than us,” he notes, describing how dealerships maintain relationships long after the sale. His customer service team handles everything from anniversary letters to market updates, an investment he believes was costing his business $2-3 million annually in lost repeat business. AI isn’t just coming—it’s here, and it’s transforming everything Andrew is betting heavily on artificial intelligence, currently building a six-figure administrative AI system that will handle everything from contract generation to form requests in seconds. His vision is radical: “If we use AI, we can concentrate purely on interacting with other human beings only…Imagine if we just spent all of our time building relationships and AI looked after everything else.” His advice is urgent: “If you’re not bringing AI into your business, you’ve got your head in the sand and you are going to get left behind.” You can check out the episode on X, Spotify, Apple Podcasts, or YouTube. Links are below: Watch on X Watch on YouTube Listen on Spotify (make sure to follow to help us rank!) Listen on Apple Podcasts What’s your approach to building a high-performance culture? Have you found ways to break through performance ceilings in your industry? We want to hear from you—and we might even interview you.

What’s inside (2 min): Why Elevate is evolving into Thought Leaders Sneak peek of tomorrow’s debut guest How to watch the new video show on YouTube Links & Resources 🔗 Subscribe on YouTube ➜ 🔗 Follow us on LinkedIn ➜ Connect Host: Samantha McLean – @samanthamclean on Linkedin, Instagram and X

There’s a buzz of anticipation this week as Elite Agent rides yet another wave of change, refreshing the Elevate podcast format for today’s dynamic landscape. We’re not standing still – we’re stepping confidently into an exciting new phase with an enhanced experience coming your way. But its only fitting that we throw a party to farewell Elevate in style with a two part special that will bring together some of the very best insights from the last 9 years. This week its practical advice from some of our most popular episodes, from Netflix Star Daniel Daggers breaking down why your digital presence will make or break your future, to Gavin Rubinstein explaining how treating his personal brand like a business plan paid off big time, this episode is packed with real, usable insights. You’ll also hear from Jimmy Mackin, who reveals the one question that helped an agent save a $1.2M listing, and Steve Schull, who explains why trust, not value, is what really wins listings. And finally, Thomas McGlynn brings it all together with current-day tactics that are helping agents win right now in a tougher market. If you’ve ever wanted to know what top agents are thinking, saying, and doing, this episode is a masterclass in just that. “If you are not producing any content, you are gonna be in trouble in five years time, ’cause no one’s gonna know who you are,” warns Daniel Daggers, while Gavin Rubinstein reminds us that “the best way to build profile is to do a good job for your client.” 10 things you’ll learn in this episode: Why being present on the “digital High Street” is just as important as being known in your physical neighbourhoodTimestamp: 05:00-minutes How AI will enable top agents to do 300% more work, taking business from competitorsTimestamp: 07:30-minutes Why treating your profile like a business plan from day one is crucial for long-term successTimestamp: 09:00-minutes The truth about building a social media following in today’s saturated marketTimestamp: 10:45-minutes How to use “magic words” that speak to your client’s subconscious during negotiationsTimestamp: 13:30-minutes The technique of asking “what makes you say that?” to uncover the real objection behind fee resistanceTimestamp: 18:45-minutes Why trust, not value proposition, is the real reason clients will pay your full feeTimestamp: 21:45-minutes How to determine if you’re “the favourite or the fool” in a listing opportunityTimestamp: 25:30-minutes The power of “no-oriented questions” in gaining client commitmentTimestamp: 27:45-minutes Why knowing your active buyers intimately is critical in today’s marketTimestamp: 40:15-minutes Links Daniel Daggers – LinkedInPodcast: Daniel Daggers: Digital Success Blueprint Gavin Rubinstein – LinkedInPodcast: Gavin Rubinstein: 10 lessons in building empires, mastering resilience, and maintaining the passion Jimmy Mackin – LinkedInPodcast: Exactly what to say to progress the deal: Jimmy Mackin Steve Schull – LinkedInPodcast: The Full Fee Agent: Steve Shull’s playbook for getting paid what you’re worth Thomas McGlynn – LinkedInPodcast: Creating Your Own Momentum: Thomas McGlynn on What’s Really Working Now Detailed Episode Guide This special retrospective episode is hosted by Samantha McLean, who introduces us to a compilation of the most valuable insights from Elevate’s 466-episode journey. As the podcast prepares to evolve from its current format, this episode serves as both a celebration of its legacy and a practical toolkit for agents looking to elevate their business. The Digital High Street: Building Your Online PresenceDaniel Daggers, known as “Mr Super Prime,” shares how he built the fourth most influential real estate business in the UK without spending money on paid media or offices. His secret? Investing in social media channels and personal brand building. Daggers emphasises the importance of being present on what he calls the “digital High Street”: “If you are not producing any content, you are gonna be in trouble in five years time, ’cause no one’s gonna know who you are.” He explains that while traditional agents might be known in their local neighbourhood, the digital landscape offers a much larger audience. “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 they are that physical High Street.” Looking ahead to the impact of AI, Daggers predicts it won’t replace agents but will make the best ones more efficient: “AI is going to enable Daniel Daggers to do 300% more work. And if Daniel Daggers can do 300% more work, I’m taking that business from other people.” Profile as a Business Plan: The Rubinstein ApproachGavin Rubinstein, founder of The Rubinstein Group and star of Luxe Listing Sydney, shares how he’s treated his profile as a business asset from day one of his now 18-year career. “I always treated profile like a business plan,” Rubinstein explains. “One of my bad mentors early on in my first office said, ‘profile doesn’t pay the bills,’ but it’s always paid mine because I’ve treated it as a business plan.” Rubinstein reveals that from his very first day in real estate, his name was on signboards and listings. While acknowledging that social media has helped build his profile, he emphasises that digital presence is just one layer of a comprehensive strategy. “Make no mistake. The best way to build profile is to do a good job for your client, is to make a phone call, is to get a really good listing and it’s to sell a property for a great outcome where the client is extremely happy and they tell people about it.” The Magic Words: Communication Strategies That WorkJimmy Mackin, co-author of “Exactly What to Say for Real Estate Agents,” introduces the concept of “magic words” – phrases designed to speak to a client’s subconscious and help navigate tough conversations. Mackin explains that one of the biggest mistakes salespeople make is accepting objections at face value rather than digging deeper to understand the real issue. He illustrates this with an example of an agent who saved a $1.2 million listing by simply asking: “Help me understand, what do you think another agent’s going to do that I’m not going to do?” When faced with fee objections, Mackin suggests responding with “What makes you say that?” This simple question helps uncover the true context behind the objection, allowing agents to address the real concern rather than immediately defending their commission. The Favourite or the Fool: Understanding Client PsychologySteve Schull, a former NFL linebacker turned real estate coach, brings a fascinating perspective on client relationships based on his work with former FBI hostage negotiator Chris Voss. Schull challenges the industry’s focus on value propositions: “It’s really not about value, it’s about trust, and people will pay more for trust.” He introduces the concept of “the favourite and the fool” – the idea that most clients already know who they want to work with before the first meeting. Rather than spending hours on traditional listing presentations, Schull advocates for a 15-minute qualification call to determine if you’re “the favourite or the fool” in a listing opportunity. His framework includes asking “no-oriented questions” (like “Would you be opposed?” or “Would it be a bad idea?”) which make clients feel safe and in control. The ultimate “proof of life” question, according to Schull: “I’m curious, of all the agents you could have reached out to, why me?” The answer reveals whether you’re truly the client’s preferred agent or just someone they’re using for free information. Current Market Tactics: Compelling Presentations and Buyer RelationshipsThomas McGlynn, CEO of BresicWhitney and president of REI New South Wales, shares strategies that are working in today’s market conditions. McGlynn emphasises the importance of being compelling in listing presentations: “If you’re going into a listing presentation and not sounding compelling and just sounding like everyone else, it then comes down to likability, fee and marketing. And as soon as you go into that, realistically, it’s a race to the bottom.” He advocates for developing unique approaches, such as creating editorial articles around properties and demonstrating deep knowledge of active buyers in the market. McGlynn challenges agents to articulate their unique value proposition in five minutes or less: “Why you? Why should they use you over someone else?” SummaryThis special retrospective episode offers a masterclass in real estate excellence, drawing on the wisdom of five industry leaders who have consistently demonstrated their ability to adapt and thrive in changing market conditions. From Daniel Daggers’ emphasis on digital presence to Gavin Rubinstein’s strategic approach to profile building, from Jimmy Mackin’s communication techniques to Steve Schull’s psychological insights and Thomas McGlynn’s current market tactics – each expert provides actionable strategies that agents can implement immediately. As the Elevate Podcast prepares to transition to a new format, this episode serves as both a celebration of its legacy and a reminder of the timeless principles that drive success in real estate: building trust, communicating effectively, staying ahead of market trends, and consistently delivering exceptional results for clients. Stay tuned for part two next week, where Samantha will share more memorable Elevate moments and reveal what’s next for Elite Agent’s podcast journey. FAQ 1. What is this episode about?This is a special retrospective episode (part 1 of 2) featuring insights from five real estate industry leaders: Daniel Daggers, Gavin Rubinstein, Jimmy Mackin, Steve Schull, and Thomas McGlynn. 2. What does Daniel Daggers say about digital presence?Daggers emphasises that agents who aren’t producing content will be in trouble in five years because no one will know who they are. He stresses the importance of being present on the “digital High Street” where more potential clients are. 3. How does Gavin Rubinstein approach profile building?Rubinstein treats profile like a business plan, ensuring his name was on signboards and listings from day one. While he leverages social media, he emphasises that the best way to build profile is to do a good job for clients. 4. What are “magic words” according to Jimmy Mackin?Magic words are phrases that speak to a client’s subconscious and help navigate tough conversations. One example is asking “What makes you say that?” when faced with objections to dig deeper into the real concern. 5. What does Steve Schull mean by “the favourite or the fool”?Schull explains that in most listing opportunities, clients already know who they want to work with. Agents need to determine if they’re the favourite (the agent the client wants to work with) or the fool (just being used for free information). 6. Why does Schull recommend “no-oriented questions”?According to Schull, humans love to say no because it makes them feel safe and in control. Asking questions like “Would you be opposed?” or “Would it be a bad idea?” creates less resistance than trying to get to yes. 7. What is Thomas McGlynn’s advice for listing presentations?McGlynn emphasises the importance of being compelling and different in listing presentations. Agents should be able to clearly articulate why a seller should choose them over competitors in five minutes or less. 8. How important is buyer management in today’s market according to McGlynn?McGlynn stresses that agents should know who their top five buyers are in each market, including what they’ve bid on previously, their budgets, and their ideal properties. This reduces reliance on property portals. 9. Will there be a second part to this episode?Yes, part two will air next week, featuring more memorable Elevate moments and an announcement about a new podcast project that will bring the Elevate Podcast “full circle in a new and exciting way.”

Has real estate gone too far with tech? Ben Kingsberry CEO of Harcourts Kingsberry in Townsville thinks so and believes agents are leaving money on the table but not putting human relationships first. In this episode of Elevate, Steve Carroll sits down with Ben, who shares his thoughts on the state of the industry and where he thinks it’s headed. From building one of the most forward-thinking offices in the country to tackling industry-wide pressure points like staff engagement and investor turnover, Ben shares what’s working and what’s not. Ben also talks about the hidden dangers of over-automating the client experience and why deep human connection might just be the industry’s biggest untapped advantage. “The transaction can be quite simple these days—and sometimes that comes at the cost of the relationship. We’ve got to find the balance between efficiency and real human connection if we want to build trust and longevity in this industry.” – Ben Kingsberry 10 things you’ll learn in this episode: How Ben transformed his business with a Silicon Valley-inspired office spaceTimestamp: 6-minutes Why creating a workplace people want to be in drives better results than enforcing rulesTimestamp: 7-minutes The importance of open-plan design in fostering team connectionTimestamp: 8-minutes How regional real estate businesses develop unique efficiency modelsTimestamp: 14-minutes Why Ben maintains a non-selling principal approachTimestamp: 17-minutes Strategies for managing high investor turnover in regional marketsTimestamp: 18-minutes The industry’s current state of flux regarding technology adoptionTimestamp: 21-minutes The opportunity to deepen client relationships in an increasingly digital worldTimestamp: 22-minutes How poor communication, not misconduct, drives most industry complaintsTimestamp: 23-minutes Why staff engagement is Ben’s primary measure of business successTimestamp: 25-minutes Links Harcourts Kingsberry TownsvilleLinkedIn Detailed Episode GuideSteve Carroll sits down with Ben Kingsberry, CEO of Harcourts Kingsberry in Townsville, a leader known for his curiosity about technology and his commitment to continuous learning. Technology Evolution in Regional Real EstateBen shares how his approach to technology has evolved over the years, moving from adopting multiple “best in market” solutions to a more streamlined approach focused on simplicity and actual value. He notes that the most significant technological change during his tenure has been the shift to fully online platforms like Dropbox, Agentbox, and Console Cloud, which have enabled true mobility for his team. While acknowledging that artificial intelligence may represent the next major shift, Ben maintains a thoughtful approach, carefully evaluating how new technologies can best serve his business rather than adopting them simply because they’re available. Creating a Workplace People Want to Be InDespite embracing mobile technology, Ben has recently invested in a remarkable office space that Steve describes as “Silicon Valley-worthy.” This apparent contradiction reveals Ben’s nuanced understanding of workplace dynamics. While he values mobility, he believes deeply in the power of team connection and office culture. The new office features an open-plan design where the only closed door (besides meeting rooms) is the storeroom. Even Ben and the management team work in the open space, reinforcing a culture of transparency and accessibility. The office includes innovative “acoustic meeting pods” that have proven so popular they’re often fully booked. Ben explains that this investment wasn’t just about aesthetics but about creating an environment where people genuinely want to be, rather than using rules to force attendance. The strategy has paid off with noticeable business growth since moving into the new space in July. The Importance of Continuous LearningBen’s commitment to personal growth is evident in his pursuit of an MBA through Melbourne Business School’s senior executive program. Initially motivated by a desire to keep pace with his growing business, he’s found the greatest value in exposure to diverse perspectives from different industries and regions. This outside perspective has already yielded practical benefits, including more detailed attention to financial drivers and a heightened awareness of the importance of speed in addressing both opportunities and challenges. Regional Insights and Efficiency ModelsBen offers valuable insights into the unique aspects of operating a real estate business in regional Queensland. He notes that the lower average commission in regional areas necessitates greater efficiency, with some of his agents handling 50-60 sales annually without personal assistants—a volume that might seem unachievable in metropolitan markets. This efficiency mindset extends to how the business approaches technology and market cycles. Ben points out that regional markets often operate on different timelines than major cities, creating a disconnect that technology providers and industry leaders should consider when developing solutions. The Non-Selling Principal ApproachWhen asked about his role as a non-selling principal, Ben explains that this was initially a default position but has become a core belief. He feels it would be inappropriate to compete with his own team members for listings and sales. Instead, Ben focuses on supporting and developing his team, believing that business success should flow from their individual successes rather than his personal sales performance. Managing Interstate Investment and Rental TurnoverA significant challenge for Ben’s business is the high proportion of properties owned by interstate investors—up to 40% in some areas. This has shaped their approach to marketing and client relationships, particularly in managing their substantial rent roll of approximately 3,000 properties. With an annual turnover rate exceeding 20%, the business must constantly work to replace properties that are sold by investors. Their strategy includes providing comprehensive services to interstate buyers, such as pre-purchase and pre-settlement inspections, with the goal of securing property management opportunities. Industry Challenges and OpportunitiesFresh from a Harcourts conference on Hamilton Island, Ben shares insights about the current state of the real estate industry. The primary concern among business owners is the shrinking talent pool, particularly in property management. However, he sees a significant opportunity in reconnecting with clients on a more personal level. Ben believes the industry has sometimes sacrificed relationship depth for transaction simplicity, creating an opportunity for agents who can balance technological efficiency with meaningful human connection. Improving Industry Reputation Through Better CommunicationAs an active member of the Real Estate Institute of Queensland (REIQ), Ben is passionate about industry professionalism. He notes that most complaints against agents stem not from misconduct but from poor communication and assumptions about client knowledge. He illustrates this with the story of a highly educated professional friend who still had basic questions about the property buying process, highlighting the importance of clear communication regardless of a client’s apparent sophistication. Measuring Success Through Staff EngagementLooking to the future, Ben identifies staff engagement as the key metric for measuring the success of his office investment. Rather than focusing solely on traditional business metrics, he believes that a team that is satisfied and engaged will naturally drive business success. SummaryBen Kingsberry’s approach to real estate leadership exemplifies a thoughtful balance between embracing technology and nurturing human connections. His investment in both a state-of-the-art office environment and his own continuing education demonstrates a commitment to growth that extends beyond simple profit metrics. By prioritising team culture, efficient systems, and meaningful client relationships, Ben has created a regional real estate business that thrives on engagement and connection. His insights offer valuable lessons for real estate professionals everywhere, particularly in navigating the industry’s current technological transition while maintaining the personal touch that defines exceptional service. FAQ with Ben Kingsberry 1. Who is Ben Kingsberry?Ben Kingsberry is the CEO of Harcourts Kingsberry in Townsville, Queensland. He has been running the business since 2011, having taken over what was previously a family business. Ben is known for his forward-thinking approach to technology and workplace culture. 2. What makes Ben Kingsberry’s office unique?Ben’s office has been described as “Silicon Valley-worthy” with a modern, open-plan design where the only closed door (besides meeting rooms) is the storeroom. The space features innovative acoustic meeting pods and a kitchen/meeting area designed to foster team connection and collaboration. 3. Why did Ben invest in a high-end office space when technology allows remote work?While Ben values the mobility that technology provides, he believes deeply in the power of team connection and office culture. He created a space where people genuinely want to be, rather than using rules to force attendance, which has resulted in business growth and improved team dynamics. 4. What educational path is Ben currently pursuing?Ben is studying for an MBA through Melbourne Business School’s senior executive program. He values the exposure to diverse business perspectives from different industries and regions, which helps him see beyond his “veggie jar” of the real estate industry. 5. Why does Ben operate as a non-selling principal?Ben believes it would be inappropriate to compete with his own team members for listings and sales. Instead, he focuses on supporting and developing his team, believing that business success should flow from their individual successes rather than his personal sales performance. 6. How does Ben’s business handle the high proportion of interstate investors?With up to 40% of properties in some areas owned by interstate investors, Ben’s team provides comprehensive services such as pre-purchase and pre-settlement inspections to make transactions easier for remote buyers, with the goal of securing property management opportunities. 7. What is the size of Ben’s property management portfolio?Ben’s business manages approximately 3,000 rental properties, with an annual turnover rate exceeding 20%, requiring constant work to replace properties that are sold by investors. 8. What does Ben see as the biggest opportunity for the real estate industry?Ben believes there’s a significant opportunity in reconnecting with clients on a more personal level, finding the right balance between using technology for efficiency and maintaining meaningful human connections. 9. What does Ben identify as the source of most complaints against real estate agents?According to Ben, most complaints stem not from misconduct but from poor communication and assumptions about client knowledge. He emphasises the importance of clear communication regardless of a client’s apparent sophistication. 10. How does Ben measure the success of his business?Rather than focusing solely on traditional business metrics, Ben identifies staff engagement as the key measure of success, believing that a satisfied and engaged team will naturally drive business success.