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

If you’re able to create a business your customers adore, you’re likely going to have great success. Tim Duggan knows all about building a cult following in the media business, having founded the pop culture site Junkee and he believes it’s something real estate agencies can do well, too. In this episode of the Elevate podcast with Elite Agent Managing Editor, Samantha McLean, Tim reveals the steps agencies need to take to grow their communities and why they are a lot more like publishers than they might think. He talks about the importance of knowing your audience, having a unique point of difference and why all the leading real estate agents have their own personal style. He also touches on how to come up with killer ideas, the importance of focusing on the impact you’re trying to have and not the money, as well as what the future of work will look like. Tim is also a keynote speaker at Elite Retreat, where he’ll dive into even more detail on how agencies can successfully build a strong community around their businesses. “If you look at some of the most successful real estate agents worldwide, they’re all their own publishing powerhouse. They create content for primarily social media, primarily their own websites and blogs and opinion pieces and that is exactly the same way of thinking that a media company would apply.” – Tim Duggan Samantha and Tim also discuss: 2:55 – How Tim’s background in advertising and journalism led him to become a publishing powerhouse. 7:40 – How Tim was able to grow his audience and become a leading publisher in Australia. 10:47 – The importance of being impact-focused, defining your niche and targeting your audience. 13:24 – Why real estate agents are actually content creators and publishers. 15:40 – How to take good ideas and turn them into brilliant ones. 17:51 – How to implement big ideas and take them into real life. 20:20 – The future of work and how you can work in more effective ways. 23:40 – The upcoming digital trends, the role of AI and how the business landscape will change. Links mentioned: Junkee Cult Status Killer Thinking

Finding and retaining great staff has never been tougher and it’s becoming a huge challenge in the property management industry. Executive Manager at Kolmeo, Brock Fisher, believes the onboarding process is critical to retaining staff and growing your rent roll, but this vital strategy is often overlooked. In this episode of the Elevate podcast with Elite Agent Managing Editor, Samantha McLean, Brock reveals what agencies can do to onboard, train, help manage and retain their property managers to get the best for their team and their clients. He talks about why value is not well defined in the property management business, what the industry can do to help attract talent and the best way to meet the needs of the customer. Brock also reveals why you should celebrate new hires, how to provide the best support to your team, and how to manage top performers and those that aren’t meeting expectations. “Create the time upfront for people to be successful when they come into your business. It’s a lot easier to solve that issue initially than to deal with the fallout of continuing churn later.” – Brock Fisher Samantha and Brock also discuss: 2:51 – Why a property manager’s value is hard to quantify. 7:31 – How to better recruit property managers that will go the distance. 11:06 – How to meet the needs of the customer better and grow your business. 18:57 – The most effective way to train staff within your team structure. 15:48 – What day one should like for a newly hired property manager. 20.18 – How often you need to check in with new and existing team members to ensure they’re on track for success. 24:36 – Dealing with ongoing staff issues. 26:21 – The best way to manage the superstars in your team. Resources LinkedinKolmeo

If you’re still sitting on your hands and talking about falling prices and the state of the market, then it might be time to shift your energy. On hand to show you how is Ray White’s Chief Strategy Officer for Real Estate, Mark McLeod, who knows the market is like the weather: different conditions require strategies and different “attire”. In this episode of the Elevate podcast with Elite Agent Managing Editor, Samantha McLean, Mark reveals exactly what agents need to focus on and why adopting the “ride it out” mentality is a huge mistake. Mark outlines what the leading agents he’s talking to are doing, how to find opportunities and why many agents are having the best year of their careers. He also discusses why most agencies have a lead nurturing problem, why more listings won’t necessarily improve profitability and how stock management is one of the keys to success for any agency. “If you have a look at everyone’s business, I will 100 per cent guarantee that their business is not a reflection of the tasks that they’re doing. Their business is a reflection of the tasks that they’re simply not doing.” – Mark McLeod Samantha and Mark also discuss: 5:11 – Why there is still enough turnover for you to have your best year ever. 7:05 – Where to find opportunities in any type of market. 9:55 – Why you’re making a huge mistake if you’re sitting on your hands and “riding out” the current market. 14:21 – How to grow your business by “chunking things down”. 18:57 – Why you might have a lead nurturing problem, not a lead generation problem. 21:41 – How better stock management can improve your clearance rates and days on market. 26:12 – The one thing all real estate agents need to succeed in this business. 28:27 – Using technology to nurture your leads. Mark McLeod is speaking at Elite Retreat – book here. Resources LinkedinRay WhiteNurture CloudElite Retreat

While everyone has an opinion on why it’s harder than ever to afford a home, almost all of them are wrong. That’s the belief of Evan Thornley, Chief Executive at LongView, who has spent many years analysing data to track down the root cause of the current housing crisis and work out why the situation continues to get worse. In this episode of the Elevate podcast with Elite Agent Managing Editor, Samantha McLean, Evan reveals the major driver behind the housing crisis that the economists and experts never mention and why things are not likely to get better anytime soon. He also takes a close look at the rental crisis and shares his thoughts on what’s going on and why blaming landlords is the wrong approach. Evan explains why more supply won’t help over the long term, the reason government intervention won’t make any difference and how we can encourage more investment into residential property. “To fix the housing crises, we need to do some big things. We need to do them as quickly as possible and the longer they take then the sooner we need to get going and stop wishing for a magic wand from government or anybody else to fix something that took decades to mess up.” – Evan Thornley Samantha and Evan also discuss: 2:17 – Evans’s journey from management consultant, to tech entrepreneur, to running a leading property management business. 5:38 – The big mistake most investors make that sees them miss out on big ticket capital growth. 6:39 – The main driver behind the housing crisis and why things are not going to get any better. 9:49 – The current market downturn and the future of property prices. 16:03 – Why supply impacts rental markets far more than property values. 17:26 – The reason it’s so tough to buy a home and the new way to enter the property market. 21:57 – What needs to happen to fix the property market in Australia. 29:33 – How the current crisis and downturn are likely to impact agents and agencies. Links mentioned LinkedInLongViewPEXA Whitepaper – What drives house prices in Australia?PEXA Whitepaper – Private Renting – A Broken System

Marty Fox does things differently. When he launched WHITEFOX in 2017, he embraced black and white photography, a clear tone of voice, social media marketing, ditched the suit and tie and turned down listings under $3 million. But he was also prepared to work hard – harder than the opposition, and it’s that drive that has forged his success. But it’s not success that has come quickly. In this episode of the Elevate podcast with Elite Agent Managing Editor, Samantha McLean, Marty reveals how he grew his career from modest beginnings, leveraging his work ethic and the power of social media to slowly build a name for himself and stand out from the crowd. He talks about how he was able to go from selling “cheap studio apartments,” to being a leader in the highly competitive luxury market across Melbourne and how his unique marketing approach helped him build his reputation. “I was an unknown name in real estate still after 10 years of working seven days a week. So in terms of building a brand, just do the frigging work. List, sell, call, follow-up, drop, network and do what you need to do as an agent to understand the craft.” – Marty Fox Samantha and Marty also discuss: 4:50 – How Marty was able to break into the highly competitive Melbourne market and the advice he has for new agents. 6:13 – The innovative real estate app Marty built and launched as a 24-year-old. 8:20 – How to be bold and stand out on social media when you’re trying to establish yourself and your brand. 13:00 – Why you might want to turn down listings if your goal is to build a brand in a particular section of the market. 14:26 – How to use niche branding to build your business and grow different parts of your operations. 18:00 – How to build a brand on social media so you can stand out from the crowd. 21:08 – The most important thing you can do when you’re trying to get established in real estate. 23:01 – Why Marty left social media when he was at the top of his game. 24:51 – Expanding to New Zealand and how Marty wants to grow the agency there. 34:03 – How to achieve success and happiness in real estate. Links mentioned WHITEFOXLinkedIn

If you’re tired of knocking on doors and making cold calls to try and generate new listings, then there might be a better way. Former real estate agent Joel Maher was fed up with the traditional ways of generating leads so he turned to social media to try and find a better system. Five years on, he is now the founder and marketing director of Scale Up Digital, a digital marketing agency that helps real estate agents generate new leads. In this episode of the Elevate podcast with Elite Agent Managing Editor Samantha McLean, Joel talks about what agents can do to start building an audience and generating listings using social media and content. He also talks about the importance of building trust and providing value first and reveals the best platforms and strategies all agents should be using in 2023. Joel emphasises the importance of staying ahead of the trends, creating videos with great hooks and consistently providing more value than your competitors which will allow you to win over time. “A lot of people don’t want to put the money and invest in building an audience first and building the trust. It’s just like if you go and door knock and say, ‘hey, list with me’, it’s probably not going to work straight away.” – Joel Maher Some key highlights of this episode hosted by Elite Agent’s Samantha McLean include: 3:45 – Building an agency aimed at helping real estate agents grow their business 6:25 – The top social media platforms that are having the best results for agents in 2023 9:40 – Thy agents shouldn’t be “marketing for leads” and the right approach to take that will generate more listings 11:01 -The biggest mistakes agents are making right now and how to avoid them 13:54 – Clever strategies to attract buyers in a slowing market 16:10 – Why you still need to focus on your email list and how to properly nurture your leads to gain maximum trust 19:55 – The most effective way to create videos with great hooks that will keep your audience engaged 26:12 – The best place to start for an agent wanting to grow a social media audience in 2023. Links LinkedInInstagramFacebookTikTokAdobeCaptions appCap CutAlex Hormozi

When Mark Kentwell bought a real estate business, he hadn’t sold a property, yet knew it was the perfect industry for him. In the space of 10 years, he’s gone on to win just about every real estate award in the book, become one of the leading principals in the country and founded multiple businesses. In this episode of the Elevate podcast with Elite Agent Managing Editor Samantha McLean, Mark explains the most effective way to grow your business is through “investing ahead of the curve” to emulate the person you want to become. He discusses the changing role of the real estate principal in 2023, and the best way to help your entire team – from new agents to your top performers – when they’re looking to branch out on their own. Mark also talks about how to get buyers on board with the auction process, how to spend your marketing budget so you’re on track to hit your long-term goals and the importance of collaborating with other leaders in the industry. “Invest like you’ve already got the success. Whether it’s marketing or people or systems or coaches, they needed to be deploying their excess income that they’re earning into things that are going to generate more revenue and build that 10 to 15-year goal.” – Mark Kentwell Samantha and Mark also discuss: 10:11 – Why the top agents all use auctions and how to get buyers and sellers on board with the auction process in any market.16:17 – What the leading agents are doing in 2023 and why your team is more important than ever.24:17 – How to establish yourself as an agent in the current market and the most important habit you need to master.27:28 – Why principals can play a big part in building the careers of new agents and what they should be doing.30:07 – The most effective way to become a leading agent by investing in yourself.32:06 – How much marketing budget you should be spending and why you need to be “living lean” and thinking long-term.35:09 – The conversation all principals and agents need to have right now, which could change your life. Links mentioned PRDLinkedInElite Agent – Gaining Acceptance of Auctions in Any MarketplaceGary VaynerchukTom Panos

John Foong has plenty of insights into how great leaders operate, having held senior positions at some of the world’s most high-profile companies including Uber and Google. Now focused on real estate as Domain’s Chief Revenue Officer, John has set about building a team that will drive the company forward. In this Leadership Diaries episode of the Elevate podcast with Elite Agent Managing Director Samantha McLean, John reveals how he’s been able to step into a C-level position and how he’s learning to be a “hands-off leader”. John discusses how he empowers his team to make decisions and why he wants people around him who “want his job”, as well as the key thing he’s waiting for that will give the property market a boost. He also talks about managing family life while working in a senior position and the way he structures his work day for optimal performance and to make sure he’s concentrating his attention in the right places. “There comes a point where great folks need to have the space to grow because they’re pushing, they want to become you, they want to become the CEO and that’s exactly the kind of people I need to work for me.” – John Foong Samantha and John also discuss: 3:28 – The key thing John is waiting for that should bring back transaction volumes and what 2023 will has in store for real estate. 7:18 – How to solve the rental crisis and the two measures that can be put in place that would immediately help increase supply. 11:57 – The impact of ChatGPT and how it could increase top agents’ GCI. 21:01 – Why the most valuable commodity is attention and why multitasking is a myth. 21:21 – The two things John does every day to hone his focus and become more productive. 25:52 – The best way to lead a team of high performers and how to give them the space and opportunity to bring their skills to the forefront. 28:34 – The criteria John uses to hire elite talent that also enables interviewees to determine if they are a good fit for the job. 31:19 – The most effective way of managing your work/life balance and how to use a spreadsheet to make your life easier. Resources: LinkedInChat GPTWork RulesReal Base

The property market has kicked into gear at a much slower pace in 2023 than in recent years, but things aren’t as bad as they appear on the surface. In this episode, podcast regular Matt Lahood sits down with Elite Agent Managing Editor Samantha McLean for a look at how 2023 has started and the important things the media isn’t talking about that suggest the market is holding up well. They also discuss how rising interest rates are impacting buyers and sellers, what to do if you’re talking to a “nervous vendor” who is sitting on the fence when it comes to listing their property, and the best way to run a marketing campaign at the moment. Matt also highlights the importance of styling and staging in the current market and why sales agents need to build relationships with buyers’ agents. “You’ve got to be open to new ideas all the time. The market changes so rapidly so if you’re not growing, you’re dying, unfortunately.” – Matt Lahood. Samantha and Matt also discuss: 1:59 – How The Agency planned for a cooling market in 2023 and what you need to do now to get on track for the year5:53 – How rising interest rates are impacting different markets across the country and the potential impact of the approaching fixed-rate mortgage cliff13:22 – What’s behind market ‘trial campaigns’ and how that fits with a regular marketing campaign18:50 – Talking to vendors who are “on the fence” and the best way to launch a new listing in a slower market20:37 – The benefits of staging and why the curbside appeal is more important than ever27:00 – How stamp duty might impact the outcome of the NSW election33:00 – Awards season – how big an impact can it have on an agent’s career? LinksLinkedIn

Over his 35-year career in real estate, Andrew Coronis has seen the industry evolve at a rapid rate but he thinks AI might just take things to a whole new level. As CEO of the property services business Coronis Group, Andrew is at the forefront of keeping pace with changes in the industry and finding ways to make them work for his business. In this Leadership Diaries episode of the Elevate podcast with Elite Agent Managing Director Samantha McLean, Andrew discusses the AI frontier and how platforms such as ChatGPT will have a profound impact on the real estate sector. They also talk about how to manage a team of leaders, what it means to be a good manager and how first-time leaders can find their feet and gain traction in the role. Andrew also reveals how he thinks changing market conditions will impact agents in 2023 and what it takes to succeed if you’re getting started in the industry. “I’ve learned that the outcome can be delivered in many ways. So it may not be the way that I would do it. But as long as the outcomes are achieved, it doesn’t matter how you get there.” – Andrew Coronis Samantha and Andrew also discuss: 5:25 – How technology has changed over the years and how agents can ride the technology wave and come out on top. 7:31 – The role of ChatGPT and how it’s going to shake up the customer service side of business like we’ve never seen before. 10:19 – What it truly means to be a leader and the best way to manage a team of leaders. 15:20 – What you need to focus on as a leader and how to structure your day so that you’re focused on the most important tasks. 19:35 – How to stay on top of business trends and develop ideas that will take your business to another level. 22:39 – The most effective way to hire a great leader and the one question you always need to ask before you take on any new team member. 24:10 – The best way for leaders to start in a new management position and why you need to trust your own judgement. 27:31 – The key things leaders are going to need to do in 2023 to get the best out of their teams and their business. Resources LinkedInCoronis GroupChat GPTEarl Nightingale SeriesDon’t fire them, fire them up