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What Is My Seville Grove Property Worth?

If you have typed your Seville Grove address into one of those free online valuation tools, the number it gave you was probably not miles off. And that is exactly why it can cost you.

Seville Grove is not like the hills. It is a suburb of mostly standard homes on standard blocks, a lot of them built in the last couple of decades, with plenty of similar properties selling nearby. That is the kind of suburb where an automated estimate has the best chance of landing somewhere near the mark. So people trust it here more than they should anywhere else. Then they price off it, and they leave money on the table, because the one thing that number can never see is the thing that actually sets your final price.

Let me show you what I mean, with a home I sold right here in Seville Grove.

Why the estimate looks reliable here, and why that is the trap

An automated valuation works by looking at recent sales of similar homes nearby and doing the maths. In a suburb full of near identical homes on near identical blocks, it has plenty to work with, so it can get reasonably close on the bricks and mortar. That is fair enough.

But here is what it is really telling you. It is giving you an average. It is saying your home is worth about what the last few similar ones sold for. What it cannot tell you is what happens when you take an ordinary home and put it in front of the right buyers, presented properly, with a campaign built to make them compete for it. That depends on who turns up and how badly they want it, and no model can predict that.

The estimate prices the house. Buyers price the competition. Those are not the same thing, and the gap between them is where sellers in Seville Grove either win or lose.

A real Seville Grove example

I sold a home here in Seville Grove not long ago. A completely standard property, a one-storey home, three bedrooms, two bathrooms, on a block just under 500 square metres. Nothing unusual about it at all. It was the kind of home an online tool should get close to, because there are plenty like it in the area.

The automated valuation put it between $712,000 and $810,000, with a midpoint around $750,000. Honestly, that was not a silly range for the house on paper. I thought around $800,000 would likely be the top of it, and I told the owners that if we got to $850,000 we would be doing very well.

We guided it from $800,000 and ran it through our Select Date Sale® system. The owners did a terrific job getting it ready. They decluttered exactly the way I suggested, presented it beautifully, and the marketing we put together made it stand out from the other homes for sale in Seville Grove at the time.

We held the first home open and had 22 groups of buyers walk through. By the end of that day we had five offers, all of them in the mid $800,000s, already past the figure I thought would top it out. Then that evening a buyer who had asked to go and speak to their broker came back to me. By the time the dust settled, the owners had signed off on a sale of $907,700.

That is nearly $100,000 above the very top of the automated range, and more than $150,000 above its midpoint. On a standard suburban home that the computer should have had every chance of getting right.

Was that just a lucky day? No, and here is why

It is a fair question. One big result can look like a good day and two keen buyers. So let me be straight about what did and did not happen here.

What happened was not luck. It was a method. More than 730 sellers across the Perth Hills and Foothills have sold their homes using our Select Date Sale® method, and the whole point of it is to do deliberately what a private negotiation leaves to chance: bring the interested buyers to a set point at the same time, then let them put their best foot forward without knowing what anyone else has offered. One buyer on their own negotiates you down. Several buyers who each want the home, and each know they might miss it, compete you up. That is not a fluke you hope for. It is a process you can run on purpose.

What I will not tell you is that every home leaps a hundred thousand dollars past its estimate. That one did. Plenty do not, and I would be lying if I said otherwise. What the method does reliably is make sure that if the buyers are there, they compete, so you capture the top of what the market actually holds rather than settling with the first person through the door.

Wondering what a proper campaign could do for your home? A free appraisal will tell you both what it is worth today and what it could reach with real competition. Book yours here.

What actually moves the number on a standard Seville Grove home

Even in a suburb of similar homes, two places that look alike on a website rarely sell for the same figure. When I appraise a home here, the things I am weighing are:

  • Condition and presentation, because in a market of comparable homes this is often what separates the top result from the average one.
  • The floorplan and how it actually lives, not just the bed and bath count a website reads.
  • Block size, orientation and whether the outdoor space is genuinely useable. Side access, parking, and shed or workshop space, which buyers out this way do pay for.
  • Where in Seville Grove you are, because the better pockets, and proximity to schools, parks and transport, move the number.

An online estimate flattens all of that into an average. A local appraisal reads it on your specific home, which is where the real number comes from.

So how do you actually find out what your Seville Grove home is worth?

You get someone who sells here to look at it properly, and to be honest with you about two different things.

First, what your home is genuinely worth on the day, based on real local knowledge, not an average off a website. Second, and this is the part most sellers never get told, what it could reach if the campaign is run to create real competition rather than just to find a buyer. Those can be very different numbers, as that standard three by two showed. That is not something a computer can do, and it is not something an agent can do from behind a desk either.

Frequently asked questions

What is my Seville Grove house worth?
There is no reliable single answer from a website. In a suburb of standard homes an online estimate can price the bricks and mortar reasonably well, but it cannot account for presentation, the specific pocket you are in, or the competition a proper campaign creates, which is often where the real result comes from. The only accurate way to know is a local appraisal of your specific home.

Are online property estimates accurate in Seville Grove?
More accurate here than in the hills, because there are plenty of similar sales to compare against, which is exactly why sellers over-trust them. The estimate gives you an average of past sales. It cannot see what buyers will do when they compete for your home, and in a recent local sale that gap was more than $150,000 above the midpoint estimate.

How does competition increase the sale price?
A single buyer negotiating on their own has every reason to offer less. Several buyers who each want the home, and each know they could miss it, have every reason to put their strongest offer forward. Our Select Date Sale® method is built to bring those buyers to the same point at the same time so that competition can happen. More than 730 sellers across the Perth Hills and Foothills have now used it.

How much does a property appraisal cost?
Our appraisals in Seville Grove are free and come with no obligation. You get an honest figure for what your home is worth today, and an honest view of what it could reach with the right strategy, with no pressure to list.

Find out what your home is really worth

If you want to know what your Seville Grove property is genuinely worth in today’s market, not what a website guessed, get a proper appraisal before you make any decisions. You can also read more about the area in our Seville Grove suburb guide.

We are based right here in the area, we have sold across Seville Grove and the wider Foothills since 2002, with more than 1,500 sales, and we hold a 4.9 star rating on Google across more than 160 reviews and 4.9 on RateMyAgent. We will give you an honest figure and an honest strategy, not the number that sounds nicest to win your listing.

It is free, and there is no pressure. It is backed by our Best Service Guarantee.

Call the office on 08 6254 6333, or get in touch with me directly. Book your free appraisal today.

Truth. Strategy. Sold.

This article is general information based on more than two decades of selling property across the Perth Hills and Foothills. It is not formal valuation or financial advice. Every property and every market is different, and the figures in the example above relate to one specific sale. For a figure you can rely on, get an appraisal of your own home.

What Is My Kelmscott Property Worth?

What is your Kelmscott property worth? It sounds like a simple question, and in plenty of suburbs it is. In Kelmscott it almost never is.

Unlike suburbs where the homes are much of a muchness, Kelmscott has an enormous range of property. You can have a modest brick-and-tile home on a standard block, a character home on half an acre, a redevelopment site with subdivision potential, or a lifestyle property tucked up in the hills. Two homes only a few streets apart can differ in value by hundreds of thousands of dollars.

That is exactly why an online estimate can lead you badly astray here. Since 2002, across more than 1,500 sales in the Hills and Foothills, the most expensive mistakes I see come from people assuming every Kelmscott property is valued the same way. This article explains what really determines value in Kelmscott, where the online number is roughly okay and where it falls apart, and how to find out what your home is genuinely worth before you make any decisions.

Where online estimates are okay, and where they fall apart

Let me be straight with you. An online property valuation can be genuinely useful on a standard suburban block, but in parts of Kelmscott it can also be seriously misleading.

If you are in central Kelmscott on a standard block, surrounded by similar homes that have sold recently, an automated estimate can land somewhere in the ballpark. The model works by comparing recent nearby sales of similar properties, and where there are genuinely similar properties, it has something to work with.

The trouble is that even in central Kelmscott the estimate misses the thing that often matters most, which is potential. And the moment you move off a standard block, into the hills, onto acreage, or onto anything with development upside, it stops being a guide at all. There are simply too many variations for a model to read, and it has nothing genuinely comparable to measure your property against. That is when it can be out by hundreds of thousands of dollars. Let me show you exactly that.

A real Kelmscott example

I sold a home up in the Kelmscott hills, on about three acres. The automated valuation system put it at $885,000.

The reason the model was so far out is simple. Going along that street, the other properties are ordinary residential homes on blocks of around 700 to 800 square metres, and that is what the system compared it to. But this was nothing like those homes. It sat on three acres with 180-degree uninterrupted valley views, high raked ceilings, a genuine character feel, finished beautifully throughout, and it had mains water connected, which is not a given on a hills block.

We put it on the market from $1,100,000 using our exclusive Select Date Sale® system. We held the first home open four days later, and around 48 groups of buyers came through by the Sunday night. The driveway alone winds for around 200 metres, and we had a traffic jam in it and out onto the street. By the end of that weekend we had five offers, and it sold for $1,300,000.

That is roughly $415,000 above the automated number, and $200,000 above our own starting figure, on the same street the algorithm was comparing it to. There is no automated system on earth that gets that property right, in any market, because everything that made it valuable was invisible to the model.

And here is the distinction that matters most. A valuation, automated or otherwise, only estimates value. Competition between buyers is what determines where the final price actually lands. Five buyers all wanting the same one-of-a-kind home is what carried it to $1.3 million, and no model can predict that.

Valley views from a Kelmscott hills home. Outlook is one of the many things an automated valuation cannot properly measure.
Character, natural light and connection to the landscape are difficult for an automated valuation to measure accurately
Lifestyle features like this can significantly influence buyer demand but are difficult for online estimates to value accurately

If you are wondering whether your property is one of the ones online estimates get wrong, you can request a free appraisal and we will explain exactly why, with no obligation.

Kelmscott is several markets, not one

The big valuation mistake is treating Kelmscott as if it has a single median value. It does not. It is really a few distinct markets, and which one you are in changes both your buyer and your number.

Central Kelmscott, close to the station, schools and shops, draws families, first-home buyers and investors, and this is where an estimate is most likely to be roughly right, with the big exception of development potential.

The hills-side around Clifton Hills draws lifestyle buyers who pay a premium for elevation, outlook, trees and quiet. Here estimates are weak, because no two blocks present the same way.

The larger hill blocks further out, on the southern side of Canning Mills Road and around Buckingham Road and the Canning River, run from around half an acre up to some of about ten acres. These are lifestyle purchases as much as homes, and they are the hardest of all for a model to value.

And the redevelopment and investment pockets are where the zoning, not the house, is the story. A site with the right zoning can be worth well beyond its value as a place to live.

The part the estimate never sees: development potential

Even on an ordinary central Kelmscott block, the question that can move your value the most is whether the block can be subdivided, and an online estimate has no idea.

As a rough rule of thumb, the things I look at are whether there is side access of around four metres, whether there is enough useable land at the rear, in the order of 350 to 380 square metres including the driveway, and how close the property sits to the train station, because being within around 800 metres of the station can matter. None of those are hard-and-fast rules, they are simply the kind of things that flag a block worth investigating. The actual subdivision rules depend on the zoning and the current planning requirements, and they must be confirmed with the City of Armadale before you rely on them.

These are only indicators that tell me a property deserves a closer look. Some properties that do not meet every one of them can still have development potential, and others that tick every box may not. Every property has to be assessed individually, which is exactly why an online estimate, which assesses nothing, cannot tell you whether yours has any upside at all.

I have seen what this is worth. Two neighbouring blocks I sold had been valued by three other agents at $500,000 to $550,000 combined. They had all valued the houses. A zoning change meant the land could be redeveloped, and the two sold together for $1.2 million. The houses were exactly the same. The zoning had changed. If you do not know what your block is zoned and what it could become, you do not yet know what it is worth.

What buyers are really paying for

In much of Kelmscott the house is only part of the value. Depending on where you are, buyers are paying for the block size, the zoning and any subdivision or development potential, the hills position and the views, useable land, sheds and workshops, privacy, mains water, the character and feel of the home, and proximity to schools, transport and shopping.

Every property is a different combination of those things, which is precisely why no calculator can weigh them, and why two homes that look similar on paper sell for very different prices. The three-acre home did not reach $1.3 million by chance either. It got there because enough of the right buyers were brought together at once that they had to compete for it, and an algorithm cannot see that competition coming. A local agent who knows the buyer pool can.

If your question is whether to spend money improving any of this before you sell, that is its own decision, and our guide on renovating before selling walks through how to tell the improvements that pay from the ones that do not.

So what is your Kelmscott property worth?

The honest answer is that it depends, and not because agents like dodging the question. It depends because every Kelmscott property is a different mix of house, land, zoning,  position and buyer demand, and those are the things that decide the final price. The only way to know your number is to have someone assess the home, the land, the zoning and the current market together, in person.

Frequently asked questions

What is my Kelmscott house worth?

There is no single answer from a website, because Kelmscott is several markets in one suburb. A central block, a hills home, a lifestyle acreage and a development site are all valued differently, and the same suburb median can be wildly wrong for any one of them. The only reliable way to know is a property appraisal in Kelmscott that looks at your specific home, land, zoning and current buyer demand.

Are online property estimates accurate?

Sometimes roughly, sometimes badly wrong. On a standard central Kelmscott block surrounded by similar recent sales, an online estimate can land in the ballpark. In the hills, on acreage, or on anything with development potential, it has nothing comparable to measure against and can be out by hundreds of tthousands of dollars, as the three-acre example in this article shows.

Does subdivision potential increase value?

It can, significantly, because a developer or investor may pay well beyond a property’s value as a home. But potential has to be real and confirmed. Whether a block can actually be subdivided depends on its zoning and the current City of Armadale planning rules, so it should always be checked before you rely on it.

How much does a property appraisal cost?

Our property appraisals in Kelmscott are free and come with no obligation. You get an honest assessment of what your home is worth and why, including any potential in the block, with no pressure to list.

Find out before you assume

If you are even thinking about selling, the most valuable thing you can do first is get the block assessed properly, before you assume your home is just another Kelmscott house, and before you set a price off a website.

We are based right here in Kelmscott, we have sold across this suburb and the Foothills since 2002, and we hold a 4.9 star rating on Google across more than 160 reviews and 4.9 on RateMyAgent. We will tell you what your property is genuinely worth, including any potential in the block you may not know is there, and we will be honest about it.

It is free, there is no pressure, and it is backed by our Best Service Guarantee.

Call the office on 08 6254 6333, or get in touch with me directly. Book your free Kelmscott property appraisal today.

Truth. Strategy. Sold.

This article is general information based on more than two decades of selling property in the Perth Hills and Foothills. It is not formal valuation, planning or financial advice. Subdivision and development potential depend on zoning and current planning rules and must be confirmed with the City of Armadale. The figures in the example relate to one specific sale. For a figure you can rely on, get an appraisal of your own property.

What Is My Roleystone Property Worth in 2026?

If you have typed your address into one of those free online valuation tools, you have probably already noticed the problem. The number it gave you for your Roleystone home either felt far too low, or suspiciously high, and either way it did not feel right.

There is a reason for that. Roleystone is one of the worst places in Perth to trust an automated valuation, and I can prove it with a home I sold here.

After more than two decades selling across the Hills, and more than 1,500 sales since 2002, I have watched these online estimates get Roleystone wrong over and over again. Not by a little. Sometimes by hundreds of thousands of dollars. Here is why, and here is how you actually find out what your home is worth.

Why the online number is almost always wrong in Roleystone

An automated valuation works by looking at recent sales of similar homes nearby and doing the maths. In a suburb full of near identical brick and tile houses on near identical blocks, that can get reasonably close, because there are plenty of genuine comparable sales to work from.

Roleystone is the complete opposite of that.

Almost no two properties here are the same. One block is steep and treed, the next is flatand cleared. One home is on scheme water, the next runs off a bore and rainwater tanks. One has a valley view that buyers will pay a fortune for, the one next door looks straight into the hill behind it. There are sheds with three phase power, workshops, studios, and homes built in ways you simply do not see down on the flats.

An algorithm cannot see any of that. It does not know the land is useable rather than a cliff. It does not know there is a forty foot shed with power. It cannot stand on the veranda and see the sunset. So in a suburb like ours, where the value lives almost entirely in the things a computer cannot measure, the online number is little more than a guess dressed up as a figure.

A real Roleystone example

Here is the one that shows it best.

I sold a home here in Roleystone, just off the Brookton Highway. The automated valuation system put it at $380,000.

It was nothing like a standard home. It was a pole log build, sitting in amongst the trees, with wonderful views and a beautiful veranda you could sit out on and watch the sunsets. The closest thing I can compare it to is something out of Margaret River. It was absolutely
stunning, and it was completely unlike the brick and tile homes the computer was comparing it against.

We put it on the market from $550,000. The marketing campaign pulled so much inquiry in the first 24 hours that we lifted the starting figure to $600,000. It sold for $670,000.

That is $290,000 above what the automated system said the home was worth. Not because anyone got lucky, but because the value of that property lived entirely in the things no database will ever hold: the build, the setting, the trees, the views, the feel of the place when a buyer walked in. A computer was never going to get within a bull’s roar of it.

What an algorithm cannot see, and what Roleystone buyers actually pay for

The cruel irony is that the things online tools miss are the exact things Roleystone buyers care most about. When I appraise a home here, these are the value drivers I am weighing up, and not one of them is in any automated model:

  • The land itself: how big it is, how much of it is genuinely useable, steep against flat,
    cleared against treed.
  • Water: scheme water, a bore, rainwater tanks, or some combination.
  • Views and aspect, and what the home does with them.
  • Sheds, workshops, studios and outbuildings, and crucially whether they have power and what they are actually good for.
  • Access: sealed or unsealed, the driveway, how far the home sits back.
  • The build itself. Non standard homes like pole, log, mud brick or rammed earth confuse an algorithm completely, because it has nothing to compare them to.
  • The bushfire rating, the privacy, and the simple feel of standing on the block.

Two homes on the same street, on paper almost identical, can sell hundreds of thousands of dollars apart because of these things. That is the Roleystone market. It rewards properties that are special, and it punishes any attempt to value them off a spreadsheet.

Why getting the number wrong costs you either way

Trusting the online figure is not a harmless shortcut. It costs you in both directions.

Price off a low estimate, and you can hand away tens or even hundreds of thousands of dollars, the way that pole log home would have if the owner had believed the $380,000. Price off an inflated one, and your home sits on the market, goes stale, and buyers start to wonder what is wrong with it. By the time you correct it, you often end up taking less than you would have if you had priced it properly from day one.

Either way, the cause is the same: someone was not honest about the number. A real valuation is not the highest figure you can be told to win your business. It is the right one, from someone who has actually stood on blocks like yours and sold them.

So how do you actually find out what your Roleystone home is worth?

You get someone to come and stand on it.

A proper appraisal means walking the land, looking at the shed, checking the water, seeing the views, understanding the access and the build, and knowing from real experience what Roleystone buyers will pay for all of it. That is not something that can be done from a desk,
and it certainly cannot be done by a website.

It is also where the right strategy earns its money. That pole log home did not reach $670,000 by accident. You get your best price by creating genuine competition between buyers who want the property, which is exactly what our Select Date Sale® method is built to do. The starting figure is not the finishing figure when the campaign is run properly.

We have sold across Roleystone and the wider Hills for more than two decades, we hold a 4.9 star rating on Google across more than 160 reviews and 4.9 on RateMyAgent, and we will give you an honest figure rather than the one that sounds nicest.

Find out what your home is really worth

If you want to know what your Roleystone property is genuinely worth in today’s market, not what a website guessed, get a proper appraisal before you make any decisions.

It is free, there is no pressure, and you can cancel at any time and only pay for the marketing actually spent if you ever do list with us. Just a straight, experienced opinion on what your home is worth and what it would take to get you there.

Call the office on 08 6254 6333, or get in touch with me directly.

Truth. Strategy. Sold.

Book your free appraisal today.

This article is general information based on more than two decades of selling property in the Perth Hills. It is not formal valuation or financial advice. Every property is different, and the figures in the example above relate to one specific sale. For a figure you can rely on, get an appraisal of your own home.

Anti-Money Laundering Laws for Real Estate: What Sellers and Buyers Need to Know Before 1 July 2026

Important Disclaimer
Brendan Leahy and Naked Real Estate are not lawyers, accountants, or financial advisors. This article is general information based on industry training and publicly available guidance from AUSTRAC and the Anti-Money Laundering and Counter-Terrorism Financing
Amendment Act 2024. It is not legal, financial, or compliance advice. If you have specific questions about how the new laws apply to your circumstances, please speak to a qualified lawyer, accountant, conveyancer, or licensed AML/CTF specialist.

What’s actually happening on 1 July 2026

From 1 July 2026, anti-money laundering and counter-terrorism financing (AML/CTF) obligations will apply to real estate agents, buyer’s agents, property developers and several other professional service providers across Australia. These are commonly known as the Tranche 2 reforms.

Until now, banks, casinos and other financial institutions have been operating under these laws since 2006. Real estate sat outside the system. From 1 July 2026, that changes. The Anti-Money Laundering and Counter-Terrorism Financing Amendment Act 2024 was passed by Parliament in November 2024 and received Royal Assent on 10 December 2024.It brings around 70,000 to 100,000 newly regulated Australian businesses under AUSTRAC’s oversight, including every real estate agency in the country.

This article explains what that means in plain English for you as a seller or buyer — and what Naked Real Estate has done to be ready.

What Naked Real Estate has already done

I’ll get to what the law requires shortly. But because this is an article about trust, transparency, and being prepared, you should know what we’ve already done at Naked Real Estate:

  • All agents and staff have completed the mandatory three-hour training course
    covering all aspects of the new legislation
  • We have already enrolled with AUSTRAC

Enrolment for new Tranche 2 entities opened on 31 March 2026, with a deadline of 29 July
2026. We didn’t wait until the last minute. We’re ready now.

If you’re working with another agency, it’s worth asking them the same two questions: have your team completed AML/CTF training, and are you enrolled with AUSTRAC? If they can’t answer cleanly, that tells you something about how seriously they’re taking your transaction.

Why is this happening at all?

For years, Australian banks, casinos, and remittance providers have had to verify customer identities, track suspicious transactions, and report concerns to AUSTRAC. Real estate did not.

The reason is straightforward: property is one of the most attractive vehicles for laundering money anywhere in the world. Large transaction values. Capital growth. The ability to use companies and trusts. The ability to disguise who really owns what. The ability to transform illicit cash into a legitimate asset.

The Australian Federal Police and AUSTRAC have been saying this for years. Until now, a criminal could potentially move millions of dollars through Australian property without the same level of scrutiny applied by the professionals facilitating the transaction. The Financial Action Task Force — the international body that sets global standards for AML/CTF — had been recommending for years that Australia bring real estate, legal practitioners, accountants and certain other professions under its regime. Australia was genuinely an outlier internationally. From 1 July 2026, that gap closes.

So the laws aren’t government overreach for the sake of it. There was a real problem. The question is whether the solution is well-designed — and that’s where it gets more interesting, but I’ll come back to my honest opinion on that at the end of this article.

When does the AML obligation actually start?

This is the question that confuses most people, because the legislation is dense.

In plain English: at Naked Real Estate, the obligation begins when a client formally engages our services — typically at the appraisal-to-list stage or when a listing agreement is being signed.

We’re not running AML checks on someone who rings the office to ask a general question about market conditions. We’re not checking ID on someone browsing a home open. The obligation kicks in when a client genuinely engages our services for a property transaction.

For sellers: at the point you’re moving from “thinking about it” to “let’s list.”

For buyers: when an offer is being put together and accepted on a property.

Once that point is reached, the identity check process begins.

What the new process will look like for you

The law tells agents what outcome is required — identify and verify the customer, understand the risk, report suspicious matters — but it does not force every agency to use exactly the same process or technology. What I’m describing below is what a typical Naked Real Estate transaction will look like in practice, based on AUSTRAC’s requirements and the systems being adopted across the industry.

For sellers — what to expect

When you sit down for your listing appointment, we’ll collect the things we’ve always collected — authority to sell, property information, marketing approvals. From 1 July 2026, we’ll also need to verify your identity.

You’ll likely hear me say something close to this:

“Before we can act for you, we’re required under federal AML laws to verify your identity. You’ll receive a text in a moment. It takes about two minutes.”

The reality is that for the vast majority of sellers, this will be a smartphone-based process. We’ll send a secure link to your phone. You’ll:

  • Photograph your driver’s licence or passport
  • Take a quick selfie (called a “liveness check”)
  • Submit it

The system verifies your identity in real time. The whole thing typically takes two to five minutes. No office visit required. No paper forms. No photocopying licences. You can do it while we’re still sitting at your kitchen table talking about marketing.

For most owner-occupier sellers, that’s the entire AML process. Done. Move on with selling the home.

For buyers — yes, you get checked too

A lot of people assume only sellers will be checked. That’s not how the reforms work.

From 1 July 2026, agencies are expected to conduct customer due diligence on both sellers and buyers. So when an offer is accepted, you (the buyer) will receive a similar secure link. Same process — driver’s licence or passport, selfie, two to five minutes.

This is usually completed before the contract progresses further.

What about companies, trusts, and more complex situations?

This is where it gets more involved.

If you’re buying or selling as an individual, the process is simple — verify identity, done.

If a company is buying — say “Smith Holdings Pty Ltd” — we’ll need to identify the company itself, the directors, and what AUSTRAC calls the ultimate beneficial owners (the real people who control the company). This may involve providing an ASIC extract and verifying the identities of those individuals.

Trusts add another layer — we may need to see the trust deed, identify the trustees, and understand the beneficiaries depending on the structure.

This part of the law is targeted at one of the most exploited vulnerabilities in property — criminals hiding behind complex layered ownership structures to obscure who really owns an asset. If you’re a legitimate company or trust, the documentation will be straightforward. If you’re not, it won’t be.

Source of funds and source of wealth

For higher-risk transactions, agents may also need to ask about where the money is coming from. This isn’t to be nosy. It’s because the law requires us to understand the transaction enough to spot something that doesn’t add up.

For most buyers — finance approved through a bank, deposit from a savings account, normal Australian transaction — this won’t involve much beyond what your bank or broker has already documented.

For more unusual situations — overseas transfers, third-party funding, large cash components — more questions may be asked.

What about privacy and your data?

This is one of the most important parts of the new system, and one most articles on this topic don’t talk about honestly.

Every time identity is verified, data is collected. Photo IDs. Selfies. Personal information. Records of who bought what, when, from whom. Under AML/CTF obligations, this data must be retained for record-keeping purposes — many industry guides reference a seven-year retention framework.

That data has to live somewhere. The risk isn’t the law itself. The risk is poor implementation. A large franchise with enterprise-grade cybersecurity is one thing. A small agency with weak security is another.

In my view, data security is going to become a much bigger conversation over the next five years than AML/CTF itself. Every agency now holds significantly more sensitive personal data than they did before — and that data becomes a potential target.

When choosing an agent, it’s worth asking them how they store and protect the data they collect. Not as a hostile question, but as a reasonable one. A well-prepared agent will have a clear answer.

What if something doesn’t look right?

This is where the law becomes very different from how most real estate agents think.

We are not detectives. We are not required to prove a crime has occurred. The legal test under AUSTRAC’s guidance is something close to:

Would a reasonable person with my training and knowledge think this transaction may involve money laundering, proceeds of crime, identity fraud, tax evasion, terrorism financing, or another serious offence?

If the answer is yes, an obligation to consider what’s called a Suspicious Matter Report (SMR) is triggered. So what kinds of things might trigger that obligation? Here are some general examples — not based on any specific Naked Real Estate client.

Example 1: The buyer wanting to pay in cash

A buyer offers $1.8 million for a home. Nothing unusual there. Then during discussions they say: “I can pay the whole thing in cash. Actual cash. Can we split the payments into smaller amounts?”

Two separate issues arise. The cash itself is unusual in a modern property transaction. The attempt to split payments may indicate an effort to avoid reporting thresholds (sometimes called “structuring”). Either issue on its own warrants further questions. Both together would justify careful review.

Example 2: The mysterious third party

The contract is in John Smith’s name. Then John says: “My cousin in another country will send the money.” You ask why. The explanation is vague. Funds arrive from a different name, a different country, with no obvious connection.

This is a classic red flag because the person controlling the property and the person providing the funds are different people — and there’s no clear reason why.

Example 3: The company nobody can explain

A property is being purchased by “Blue Horizon Investments Pty Ltd.” You ask who owns the company. The representative cannot explain. ASIC records lead to another company. That company is owned by a trust. The trust has overseas beneficiaries. Nobody seems able to identify the ultimate controller.

Complex ownership structures are not illegal. Unnecessarily complex ownership structures are a recognised money-laundering risk indicator.

Example 4: The overseas buyer who never sees the property

Important caveat first: being overseas is not suspicious. Buying sight-unseen is not suspicious. Perth agents handle these transactions regularly with completely legitimate buyers — expats, FIFO workers, investors.

The concern arises when multiple unusual factors combine on the same transaction. Overseas buyer, never sees property, pays well above market, uses multiple intermediaries, refuses to explain source of funds, pushes for unusually fast completion. Individually those may all be explainable. Together they may justify a closer look.

Example 5: The seller who wants no questions asked

The agent asks for standard ID verification. The response is something like: “Why do you
need that? Just list it. I don’t want my information recorded. Can’t we skip that part?” Most genuine clients are mildly annoyed by extra paperwork but comply. Active resistance to basic identification can itself become a warning sign.

What does “reporting to AUSTRAC” actually involve?

For most agencies it isn’t a phone call. It’s an electronic Suspicious Matter Report (SMR) lodged through AUSTRAC’s reporting system.

The report generally covers:

  • Who’s involved
  • What’s being transacted
  • When it’s happening
  • Why the agent considers it unusual
  • How the behaviour is presenting

It’s closer to an intelligence report than a criminal complaint. AUSTRAC receives it and
decides whether further investigation is warranted.

Does the deal stop?

This surprises a lot of people. Usually, no.

Lodging an SMR does not automatically stop a transaction. AUSTRAC receives the intelligence and decides what to do with it. In many cases the property transaction continues to settlement. The AML obligation runs in parallel with the transaction, not on top of it.

Is the client told?

Generally, no — and this is critical.

It is an offence under AML laws for an agent to tell a client they’ve been reported to AUSTRAC. This is called “tipping off” and exists to prevent investigations being compromised. So an agent cannot say: “We’ve reported you to AUSTRAC” or “We’re delaying because AUSTRAC is looking at you.”

If you’re a genuine seller or buyer reading this, none of that is relevant to you. But it’s worth understanding why your agent might not be able to explain certain delays or process
changes in certain rare scenarios.

My honest opinion on the new laws

I’ll give you the politically careful answer and the honest one. The honest one is more useful.

The good

Australia was genuinely behind international standards. Property has long been a known vehicle for laundering money — large values, capital growth, ability to use companies and trusts, ability to disguise who really owns what. The Australian Federal Police and AUSTRAC have been saying this for years. Bringing real estate, legal practitioners and accountants under the same framework as banks is a reasonable policy objective.

If someone tells you “there was no problem, this is just government overreach,” I don’t think that’s accurate. There was a problem.

The reality check

The people most affected day to day will not be organised crime groups. It will be ordinary
buyers, sellers, agents, lawyers and conveyancers.

That’s almost always how AML systems work. The sophisticated criminal rarely walks into a real estate office saying “I’d like to launder $5 million.” The sophisticated criminal hires lawyers, accountants, nominees, trust structures, intermediaries. The more sophisticated the criminal, the more likely they are to adapt around the rules.

Meanwhile, every legitimate seller and buyer now goes through more identity checks, more data collection, more compliance screening. The burden is spread across 100% of
transactions to catch a small percentage of bad actors.

Will it catch real money launderers?

Yes — but not all of them, and probably not the smartest ones.

I think these laws will reliably catch careless launderers — the ones who use obvious third-
party funds, can’t explain ownership structures, produce inconsistent ID. Those people become much easier to identify.

I think they’ll catch mid-level criminals — the ones who previously relied on weak verification and poor record keeping. Those people are now operating in a much less friendly environment.

I don’t think they’ll consistently catch sophisticated organised crime — people moving serious money already employ professionals and structures specifically designed to obscure ownership and funds. These laws make it harder, more expensive, and riskier. Sometimes that’s enough. Sometimes it isn’t.

The better question isn’t “will this stop money laundering?” It’s “will this reduce money laundering?” I think the answer is probably yes.

My biggest concern: data security

This is the thing I think most people are missing.

Every additional database storing passports, driver’s licences, selfies and personal financial information becomes a potential target for cybercriminals. The risk isn’t the law itself. It’s poor implementation by under-prepared agencies.

I suspect data security will become the bigger story over the next five years.

What was necessary, what may have gone too far

If I were rewriting the law, I’d absolutely keep:

  • Beneficial ownership transparency (knowing who really controls a property)
  • Sanctions screening
  • Basic identity verification

What I’d watch carefully is whether government has shifted too much investigative responsibility onto private businesses. There’s a real difference between “verify identity and report concerns” and “become a quasi-financial-crime investigator.” If compliance becomes so complex that small independent agencies need dedicated AML staff, then I think policymakers have probably overshot.

So if you’re a seller or buyer reading this — how should you feel?

In my view, mildly annoyed.

Not angry. Not grateful. Just mildly annoyed at the extra friction.

Here’s your licence. Here’s your passport. Three minutes later, get on with selling or buying the house.

Looking at the system as a whole, I’m cautiously supportive. Not because I think the laws will eliminate money laundering — they won’t. Not because I think criminals can’t adapt — they can. But because property was one of the last major gaps where Australia was behind comparable countries internationally. Closing that gap is defensible policy.

The one-sentence summary:

These laws are likely to catch some criminals, inconvenience almost everyone, stop very few sophisticated operators completely, but still leave Australia with a stronger property-
transactions framework than it had before.

What you should actually do as a seller or buyer

Practical, in priority order:
1. Have your ID ready.
A current Australian driver’s licence or passport will cover the vast majority of cases. If you’re selling or buying through a company or trust, have your ASIC extract, trust deed or relevant ownership documents ready as well.
2. Ask your agent two questions before you sign anything.
Have your team completed AML/CTF training? Are you enrolled with AUSTRAC? Any agent that can’t answer cleanly hasn’t taken this seriously.
3. Ask your conveyancer or lawyer the same questions.
The Tranche 2 reforms apply to them too. They have the same obligations to verify identity and report concerns. A coordinated, professional team across agent and conveyancer is what you want.
4. Push back if anything seems excessive.
The law requires identity verification, beneficial ownership transparency, and reporting of suspicious matters. It does NOT require agents to demand information that goes well beyond what’s necessary. If something feels disproportionate, ask why it’s being requested.
5. Take data security seriously.
Ask how your information is stored and protected. A reputable agent should have a clear answer about which compliance platform they use and how data is secured.
6. If anyone tells you there’s a way around the rules — be very worried.
There isn’t. The fines for non-compliance reach into the millions for businesses, and individuals can face significant penalties personally. Any agent suggesting shortcuts is putting both themselves and you at serious risk.

The bottom line

We’re here now. Most of the world has been doing this for years. We don’t have a choice in the matter — it’s federal legislation, and the penalties for getting it wrong are heavy. So have your ID ready. Be prepared for it. There’s no way around it. And if somebody tells you there is, be very worried.

At Naked Real Estate, we’ve completed the training. We’re enrolled with AUSTRAC. We’ve prepared properly so that for our clients, the new process will be as quick and as painless as the law allows.

If you have questions about how this affects your specific situation, give us a call. If we’re not the right people to answer it — and for some specific legal, accounting, or financial questions we won’t be — we’ll point you toward someone who is.

Truth. Strategy. Sold.

Final Disclaimer
Brendan Leahy and Naked Real Estate are not lawyers, accountants, or financial advisors. This article is general information based on industry training and publicly available guidance from AUSTRAC and the Anti-Money Laundering and Counter-Terrorism Financing Amendment Act 2024. The law in this area is new, complex, and subject to ongoing guidance updates from AUSTRAC. If you have specific questions about how the new laws apply to your circumstances — particularly involving companies, trusts, foreign ownership, complex funding arrangements, or any matter where compliance is unclear — please seek advice from a qualified lawyer, accountant, conveyancer or licensed AML/CTF specialist.

Brendan Leahy Director and Licensee, Naked Real Estate Selling in the Perth Hills since
2002
Office: Unit 1/198 Brookton Highway, Kelmscott WA 6111
Phone: 08 6254 6333
Mobile: 0439 998 867
Email: brendan@nakedrealestate.com.au
Truth. Strategy. Sold.

How Accurate Are Online Property Valuations?

Every week, sellers in the Perth Hills contact me with a number in their head. Sometimes the number is from realestate.com.au. Sometimes it’s from Domain, Cotality, or a link their bank sent them. Sometimes it’s from all of them — and the numbers are $100,000 apart from each other.

So how accurate are online property valuations, really? After more than two decades selling homes across Bedfordale, Roleystone, Kelmscott, Mount Nasura, Mount Richon and Seville Grove, the honest answer is: it depends entirely on the property, the suburb, and what the algorithm can and can’t see.

In some cases, the online estimate is close enough to use as a rough starting point. In other cases, it’s out by hundreds of thousands of dollars. And the difference between those two outcomes is almost never something the seller can predict from looking at the website.

Let me show you three real examples from properties I’ve sold.


Three Properties Where the Algorithm Got It Badly Wrong

Churchman Brook Road, Bedfordale

Both realestate.com.au and Cotality valued this property at around $1.2 million.

We listed it from $2.5 million. It sold for $3.1 million — almost $1.9 million above the automated estimate.

What did the algorithm miss? Three things that completely changed the value of the property:

– The block had mains water connected, which is rare on acreage in this area
– It was subdivisible into three separate blocks
– The blocks were dead flat — meaning the earthworks cost for any future subdivision was a fraction of what it would be on a sloping block

No algorithm can read a contract of sale, walk the land, check a deposited plan, or assess subdivision potential. It can only see what’s in the public record about square metres and recent sales. So it valued a near-million-dollar opportunity at the price of a standard residential block.

Urch Road, Roleystone

The automated valuation systems had this property at around $800,000. We listed from $900,000. It sold for $1.1 million.

The algorithm missed two things that any buyer noticed within ten seconds of walking through:

Stunning views down the valley
An exceptional internal finish — the kind of presentation and detail that makes a buyer want to write a cheque on the spot

You cannot put a price on the feeling a buyer gets when they walk into a beautifully finished home with a view they fall in love with. No algorithm can see views. No algorithm can see craftsmanship. They see square metres.

Blackwood Drive, Mount Nasura

Automated valuation: $750,000. We listed from $800,000. Sold for $926,000.

This property was:

Fully renovated — exceptional presentation
– Had outstanding views
Walking distance to local primary schools
– On the main bus route

Walkable schools, transport convenience, and a fully refreshed home are all factors that drive premium buyer demand. Algorithms don’t measure school catchments by walking distance. They don’t grade renovation quality. They average everything out.

How These Algorithms Actually Work

To understand why the algorithm gets it wrong, it helps to know what it’s actually doing under the hood.

Most automated valuation models (AVMs) work on a fairly simple formula. They take:

– The square metreage of the home’s living area
– The block size
Land valuations of comparable blocks that have sold nearby

Some systems also use a build-cost-per-square-metre approach minus a depreciation figure, similar to what a licensed valuer might do.

Where this works reasonably well: cookie-cutter suburbs where the homes are nearly identical. A 220-240sqm four-bedroom-two-bathroom home on a 500sqm block in an estate where the only real differences between properties are paint colour, floor coverings and furniture — the algorithm can get within a workable range.

Where it falls apart: the Perth Hills, and any suburb where the homes are genuinely different from each other.

Here’s a partial list of what the algorithm cannot see on a Hills property:

– Whether the block is level or sloping — and how steep that slope is
Side access — yes or no
Views — and crucially, whether they face west into the afternoon sun or north toward the city
Water connection — mains, tank, or bore
– Whether the property allows you to keep pets, horses, or livestock
– Whether you can store trucks or run a business from the property
– The presentation and finish of the home
– The quality of the street and the surrounding area
– Whether there’s a workshop — and if so, whether it has power, and whether that’s three-phase or single-phase
– Pool, established gardens, usable outdoor space
– Proximity to schools, hospitals, transport
– Which buyer group the home actually suits — first home buyer, upsizer, downsizer, or renovator

None of these factors appear in any AVM. Yet in the Hills, every single one of them can shift the sale price by tens of thousands — sometimes hundreds of thousands — of dollars.

There’s one more critical limitation worth understanding. AVMs rely on comparable past sales as the backbone of their estimate. But the algorithm can’t see what those “comparable” properties were actually like inside, in condition, in view, or in any of the factors above. So it’s comparing a flattened version of your home to a flattened version of someone else’s. Two unrelated properties are forced into a comparison they were never actually similar in.

Which AVMs Are Best — and Which Are Worst?

Honest answer: they’re all unreliable, but some are worse than others.

In my experience selling Perth Hills properties, the more useful ones tend to be Cotality (formerly CoreLogic) and realestate.com.au. They’re not accurate enough to base a pricing decision on, but they at least sit closer to reality more often than the alternatives.

The worst ones are usually the in-house systems some banks have built. These often produce numbers that bear no relationship to the actual market — and worryingly, banks then use those numbers for finance and bridging loan decisions.

There’s another problem worth knowing about. Run the same property through the same AVM on two consecutive days and you can get completely different numbers. I’ve seen properties where one day the AVM says $900,000 and the next day it says $1.2 million. That’s not a small error — that’s a $300,000 swing on a property that hasn’t physically changed.

I know one property in our area that recently sold for $3.5 million. The AVM for that property today, AFTER the sale has been recorded in the public register, still says $1.5 million. The algorithm can’t even self-correct from publicly available sale data.

The Algorithm Doesn’t Even Agree With Itself

Here’s something easy for you to test on your own property right now. Look up your home on any of the major AVM sites, and you’ll see they don’t give you one number — they give you a low estimate, a high estimate, and an “expected” price in the middle.

That range is often 10% to 20% wide.

On a $900,000 property, that’s a spread of $90,000 to $180,000 between the algorithm’s own low and high figures — for the same property, on the same day, from the same system.

Think about what that tells you. The algorithm itself isn’t confident in its own answer. It’s giving you a band so wide that you could drive a truck through it, and somewhere inside that band is supposedly the value of your home.

If the system that built the number isn’t sure to within $100,000-plus, why would you make a six- or seven-figure decision based on it?

Even the AVM Companies Tell You Not to Rely on the Number

This is the part most sellers never read.

I’ve called these AVM providers directly when I’ve seen valuations that were significantly out. The standard response, every time, is essentially the same:

It’s only an algorithm working on the square metreage of the house and the block. Our terms and conditions clearly state that the valuation should not be relied on for the value of the house, or as a market value for a bank.

Read that again, because it’s important.

The companies that produce these AVMs explicitly disclaim, in their own terms and conditions, that the figure should not be relied on to value your home — and not relied on by banks as a market value.

It’s in writing. You can go and read it yourself on any of these sites. Look for the fine print at the bottom of the valuation, or in their terms of use. The disclaimers are there.

If the people who built the tool are telling you not to trust the number, that should be the end of the conversation.

The Real-World Consequences of Trusting an AVM

This is where it stops being theoretical.

Underpricing — costing you tens of thousands. Some agents will use a low AVM as cover for listing your property cheap so they can sell it quickly. Convenient for them. Expensive for you.

Overpricing — costing you the sale. It’s not always that AVMs come in low. Sometimes they come in exceptionally high. A weak agent will see your inflated AVM and say “well, let’s try that price and see how it goes” — without explaining what happens when a home sits on the market too long. Your home goes stale, buyers wonder what’s wrong with it, and you end up below where you should have been.

Insurance underinsurance. If you insure your home at the AVM figure and your home needs to be replaced after fire or flood, you could be $200,000-$300,000 short of what you need. In the Hills, site works alone can range from $100,000 to $250,000 depending on slope and access to services — before you’ve even laid a brick.

Tax consequences. This one catches sellers regularly, particularly on acreage properties. Here’s a typical example, and please remember this is general information only — not tax advice — and you must speak to your accountant before making any decisions.

If you have a 10-acre property and it’s your principal place of residence, the first 5 acres are tax-free, and capital gains tax applies to the other 5 acres. The AVM gives you one number for the whole property. But a skilled agent can break that down properly: the house block might genuinely be worth $750,000-$850,000 on its own, and the back block (especially if landlocked) might be worth significantly less than half the total. Splitting the AVM number in two evenly — which is what many people do — can mean paying tax on money you didn’t need to.

Family disputes and divorce. AVMs hold no weight in court. If your property is part of a settlement, the court will require a licensed valuation, and often will ask for three real estate agent appraisals as well. The AVM is irrelevant to the actual legal outcome — but I’ve seen sellers and their families make poor decisions in the meantime based on those numbers.

A Cautionary Tale from Roleystone

A while back I appraised a property for a woman in Roleystone who was downsizing.

Her daughter was helping her with the sale. The daughter had already taken out bridging finance on a property in another suburb based on the bank’s valuation system, which had the Roleystone home at $1.1 million to $1.2 million. The agent they were leaning toward had appraised it at $1.25 million.

I appraised it at $850,000 to $900,000 — which is genuinely where the market sat for that property.

The daughter would not accept my appraisal. She trusted the bank’s valuation system. They went with the agent who matched the AVM.

The property went on the market at $1.25 million. Four months and multiple price drops later, it sold for $875,000.

That’s below the bottom of my original appraisal range. The home went stale chasing a number that was never real. Meanwhile the family had four months of bridging finance interest stacking up on the daughter’s other property.

Everyone in that family was acting in good faith. The daughter was trying to protect her mum. But the AVM and the agent who matched it caused real, expensive damage.

So What Should You Actually Do?

If you’re thinking about selling, here’s the honest path forward.

Use AVMs only for very early curiosity — say you’re 12 to 18 months out from selling and you just want a rough sense of where the market sits. Even agents look at AVMs to see what buyers will see when they search your property online. So they’re not useless. They’re just not the basis for a decision.

When you’re getting serious — typically around six months out, sometimes sooner — get at least two, ideally three real estate agent appraisals. Free, no obligation, takes 15-30 minutes per agent.

Do not pick the agent who quotes the highest number. This is the single most important point in this entire article.

Many agents are trained in a technique called conditioning. They tell you what you want to hear to get you to sign up for 90 or 120 days. Around week six, they tell you the market has changed and you need a “price adjustment.” Now your home has been on the market for six weeks with the wrong price, it’s gone stale, and you’ve lost negotiating leverage.

A well-priced home in the Perth Hills should sell within three to four weeks. If it’s not selling in that window, the price was wrong from the start — and the agent who told you the high number knew it.

The right pricing strategy is to meet the market — or, even better, to price slightly below the market to create genuine buyer competition.

I’ll be blunt about something most agents won’t say out loud:*you and the agent don’t set the price of your home. The buyers do. There’s no retail price on a property. There’s no manufacturer’s recommended figure. If an agent guarantees you a specific price, they’re either lying to win your listing or they don’t understand the market.

What you can do is set up a process that lets buyers reveal what they’re actually willing to pay.

Why the Select Date Sale® Method Solves This Problem

Buyers buy on feeling. They walk in the door, and they either fall in love with the home or they don’t. No algorithm captures that. No fixed asking price captures it either.

Our Select Date Sale® method is built specifically to solve this. It lets buyers compete with each other to pay what THEY are willing to pay — without knowing what other buyers are offering.

That last part is the critical mechanism. In a normal sale process, if a buyer knows what other buyers have offered, they only need to bid slightly higher. You never find out what they were actually willing to pay. The gap between “slightly higher” and “their genuine top price” can be $10,000, $20,000, $30,000 — sometimes $100,000 or more.

The competition should be between the buyers. Not between you and the buyers.

In a traditional sale, the buyer offers low, the agent suggests meeting halfway, the seller agrees, the buyer pushes again, halfway again — and three rounds of “halfway” later, you’ve quietly given away 10-15% of your home’s value. You weren’t negotiating with the market. You were negotiating against yourself.

Select Date Sale® takes the seller out of that fight. The buyers compete blind. The market reveals the real number — which is almost always significantly higher than the AVM, and often higher than even the most optimistic agent appraisal.

The Bottom Line

Online property valuations are okay for a very rough idea. They’re built on data and algorithms that can’t see most of what makes a home valuable — and in the Perth Hills, that’s almost everything. They can be 10%, 20%, or even 50% out from the actual sale price.

So why wouldn’t you make a phone call?

A real appraisal from an experienced local agent takes **15 to 30 minutes**. It costs you nothing. You get a properly considered figure based on what your specific home is actually worth in today’s market — including all the factors no algorithm will ever see.

Get a Real Answer from a Real Agent

If you’ve got a number in your head from an online valuation and you’re not sure whether to trust it — give us a call, send an email, or drop a text.

We’ll come out, have a look, and give you an honest read on what your property is genuinely worth in today’s market. No pressure, no obligation. It doesn’t matter if you’re thinking of selling next month, next year, or just curious for now — that’s what we’re here for.

Brendan Leahy, Naked Real Estate

📞 08 6254 6333
📧 brendan@nakedrealestate.com.au
📍 Unit 1/198 Brookton Highway, Kelmscott WA 6111

Truth. Strategy. Sold.

How To Spot A Dud Agent

The wrong choice of agent can cost you thousands. In a softer market, tens of thousands. In a strong market, you’ll never know how much you left on the table — because the agent won’t tell you, and you won’t ask.

Here are the warning signs to watch for before you sign anything.

 1. They overvalue your home to win the listing

Some agents tell you what you want to hear. They quote a higher figure than the market will support, win the listing, and then “condition” you down once the campaign starts and the offers don’t come in.

By that point, your home has been sitting on the market for weeks. Buyers notice. Days on market kills price.

What to ask: “Can you show me three recent comparable sales — last 90 days, same suburb, same style — that justify this price?” If they can’t show you, the price is fiction.

 2. They quote a fee but not a method

A fee with no method is a transaction. A method is a strategy. If your agent can’t explain HOW they’ll get you the best price — the marketing schedule, the buyer pipeline, the negotiation framework, the date strategy — they’re winging it.

Brendan has been in real estate since 2002 and developed the trademarked Select Date Sale® method specifically because winging it costs sellers money.

3. They can’t speak fluently about your suburb

Test them. Ask street-level questions.

In Mount Nasura, can they explain the difference between Lower Mount Nasura and the Blackwood Drive hillside? In Bedfordale, do they know which streets attract families versus lifestyle buyers? In Kelmscott, can they walk you through the difference between Clifton Hills, central, and the redevelopment pockets?

If they’re vague, they don’t sell there often enough. Suburb medians are not local knowledge. Streets are.

4. Their reviews don’t stack up

Check Google reviews AND RateMyAgent. Both. Plenty of agents game one platform — fewer can sustain both.

A solid baseline I’d recommend looking for: 50+ Google reviews, 100+ RateMyAgent reviews, star rating 4.7 or higher. If the volume is thin or the rating is patchy, ask why.

For reference: Naked Real Estate® currently sits at 4.9★ on Google with 166 reviews and 4.9★ on RateMyAgent with 380 reviews.

5. They’re easy to reach during the courtship, hard to reach after you sign

This is the most common complaint sellers have AFTER they’ve signed. Calls go unreturned. Emails take 48 hours. Open homes happen without a debrief.

Ask their previous clients directly: “How quickly did they get back to you during your campaign?” If they won’t give you references, that’s a flag in itself.

6. They get defensive when asked hard questions

Watch what happens when you push back. A good agent welcomes the challenge — it shows you’re serious. A dud agent gets twitchy, deflects, or starts selling harder.

You’re hiring someone to negotiate hundreds of thousands of dollars on your behalf. If they wilt under questions from you, what happens when a sharp buyer pushes them?

7. They don’t qualify buyers

A dud agent brings every buyer through your home. A good agent qualifies first — finance approved, genuine intent, suburb-locked, realistic about price.

Walking unqualified buyers through your home isn’t service. It’s lazy. It wastes your time and signals desperation when offers don’t follow inspections.

What to ask: “How do you qualify buyers before bringing them through?”

8. They lead with discounts and gimmicks

Free appraisals are standard. But if the pitch is “we’re the cheapest” or “we’ll throw in X for free,” that’s a sign they have nothing else to offer.

Cheap commission usually buys cheap service. And cheap service usually costs you on the sale price.

The maths: a 1% fee saving on a $900,000 home is $9,000. A 2% price gain from a sharper agent is $18,000. The fee isn’t the number that matters.

What good looks like

A good agent:

– Justifies their price with recent comparable sales, not optimism
– Explains their method, not just their fee
– Knows your suburb at street level
– Has stacks of reviews on multiple platforms
– Returns calls and runs proper debriefs
– Welcomes hard questions
– Qualifies buyers before walking them through your home
– Charges what their service is worth and proves the value



The Naked Real Estate difference

Naked Real Estate® has been operating since 2012, founded as Brendan Leahy Real Estate in 2006. We use a defined methodology — the trademarked Select Date Sale® — and across 79 settled sales in 2025, we averaged 14.01% above list price.

Industry recognition:

REB Top 50 Agents WA — every year 2022 to 2025, peaking at #14 in 2022
RateMyAgent Agent of the Year for Bedfordale, Mount Nasura, Roleystone and Kelmscott across multiple years — client-reviewed
2023 REIWA Agency of the Year — Bedfordale, Kelmscott and Mount Nasura
REIWA Grand Master and Master Salesperson recognition
REIA National Finalist for Innovation, 2008

Reviews: 4.9★ on Google (166 reviews) and 4.9★ on RateMyAgent (380 reviews).

We’re not the cheapest. We’re not the loudest. We’re the ones who can show you the method, the data, and the receipts.

Truth. Strategy. Sold.


Thinking of selling in the Perth Hills? Book an appraisal with Brendan Leahy at Naked Real Estate® for a direct, no-fluff conversation about what your home is worth and how to get the most for it.

Do I Really Need a Property Appraisal Before Selling? The Truth From 24 Years in Perth Hills By Brendan Leahy, Naked Real Estate

Short answer: yes. Absolutely. The longer answer? One appraisal isn’t enough — and the agent who tells you it is probably isn’t the agent you want selling your biggest asset. I’ve been in real estate since 2002. I founded my own agency in 2006 and rebranded it as Naked Real Estate in 2012. Across that time, I’ve personally settled over 1,500 sales in the Perth Hills. And I’ve watched seller after seller leave hundreds of thousands of dollars on the table because they either skipped the appraisal process or trusted the wrong agent to do it. This isn’t a sales pitch. It’s a warning.

Why one appraisal isn’t enough

The journey from “we’re thinking about selling” to the SOLD sticker going up usually takes about six months. In our Perth Hills suburbs — Bedfordale, Kelmscott, Roleystone, Mount Nasura, Mount Richon and Seville Grove — the market has moved roughly 13.2% in the past six months. If you took an appraisal six months ago and list at that number today, you’re listing at yesterday’s price. You’re leaving money on the table before the first buyer walks through the door. Here’s the process I recommend to every seller: 1. Get an appraisal as soon as you start thinking about selling — even if you’re six months out. 1. Ask the agent for a list of improvements that could lift your final sale price. 1. Do the work (or pay someone to do it). 1. Get an updated appraisal before going to market. The first appraisal sets your baseline and your to-do list. The second appraisal captures what the market — and your improvements — have done since. Both are completely free. That’s the part most sellers don’t realise. You’re getting professional advice on your largest financial asset at no cost. Why wouldn’t you take it?

A real example — Bedfordale, six months ago

A few months back I appraised a deceased estate in Bedfordale. The kids were cleaning the place out and planning to take it to market as-is. My initial appraisal: $1.2 to $1.25 million I told them: get a skip bin in to declutter, throw on a fresh coat of paint, and if you can stretch to it, put new carpet in the bedrooms. None of those costs are fixed — a small skip bin and a single touch-up coat is a very different bill to a large skip and a full two-coat repaint right through the home — but for their place, the total came in modestly. They did the work. Honestly, I was surprised at how well they pulled it off. When I came back for the second appraisal, I revised my expectation up to $1.35 to $1.4 million. We listed it from $1.4 million. Three weeks later it sold for $1,515,000. Run the numbers. Top of the original “as-is” appraisal: $1.25 million. Final sale: $1.515 million. That’s a $265,000 difference — and it sold $115,000 above the asking price as well. That’s the case for getting an appraisal. That’s the case for actually listening to the recommendations.

What happens when you skip it

The flip side is just as real, and I see it constantly. A nearby property recently went to market with another agent. With a skip bin and some basic decluttering — maybe a weekend’s work — that home should have sold for $700,000 to $750,000. The other agent listed it at $600,000. It sold for $585,000. That’s a $115,000 to $165,000 hit because nobody took the appraisal process seriously. Here’s why this happens. When a buyer walks into a property and sees clutter, dated paint, worn carpet — they start a mental list. “I need to do this. I need to fix that. I need to take this off the price.” Every item on that list comes off your sale price. And once a buyer starts that calculation, you’ve lost negotiating power before the offer is even written. A good agent sees that list before the buyer does. A proper appraisal accounts for it and tells you what to fix — before it costs you tens of thousands.

Agent resistance — and why some sellers ignore the advice

Not every seller follows through on the improvement list. The pushback usually comes in three flavours: – “It’s not worth spending the money.” It almost always is. Look at the Bedfordale numbers again. – “Another agent told us we don’t need to bother.” That agent wants the easy listing. They’re not thinking about your wallet. – “There’s no one to do the work.” Sometimes that’s genuine — elderly owners, deceased estates, interstate sellers. In those cases, hire someone. It still pays for itself many times over. I get it. Spending money before you’ve made any feels backwards. But the math is the math. A modest investment in presentation often returns ten, twenty, fifty times that in sale price.

Agent appraisal vs bank valuation — know the difference

Here’s a confusion I want to clear up, because it trips sellers up constantly. A real estate agent’s appraisal is not a legal valuation. Real estate agents are registered or licensed real estate professionals — we’re not licensed valuers. We give you a market opinion based on comparable sales, current buyer demand and local knowledge. That’s powerful — it’s what actually gets your home sold for the highest price. But we cannot legally provide a written valuation for a bank, a court, or a legal proceeding. I see this come up in divorce cases. Solicitors will sometimes ask three agents in to provide appraisals to help establish a property value. More often than not the judge will look at them and say, “I want a licensed valuation from a licensed valuer” — and that’s a separate person, a separate process, and it costs money. So: – Need a number for a mortgage, a court matter, or a settlement? You need a licensed valuer. – Want to sell your home for the best possible price? You need a sharp real estate agent who knows your suburb cold. Two different jobs. Two different professionals.

Short timeline? You can still make it work

Sometimes life doesn’t give you six months. You need to sell in eight weeks, not half a year. The appraisal process is still essential — you just compress it. Focus on the fixes that move the dial fastest for the least money: – Declutter. A skip bin and a weekend. – Fresh mulch in the front garden. Sounds almost too simple, but it’s one of the most effective kerb-appeal upgrades there is. – Swap old lights for LEDs. Most are plug-in. A few need a quick electrician. The difference between a dim, dated room and a bright modern one is enormous — and buyers feel it the second they walk in. Even with a tight timeline, you can lift a home’s presentation significantly. A proper appraisal tells you exactly where to spend that limited time and money.

The industry problem nobody wants to discuss

Here’s the part of this industry I’ll say out loud when most agents won’t. Agents are trained — from day one — that the listing is what matters. To survive in real estate, you need to get the contract signed. That pressure leads to a practice we call conditioning. It works like this. An agent comes to your appraisal and tells you what you want to hear — a big number. Bigger than the next agent. Big enough to win the listing. You sign the contract, and then over the next five or six weeks the story slowly changes. > “The market’s softened.” > “Buyer feedback hasn’t been great.” > “We’re not getting the offers we hoped for.” > “You’ll need to drop the price.” That’s conditioning. The agent never believed in the price they quoted. They needed your signature. Now they need a sale — at any price — to get paid. And here’s the trap. Most agents will push you to sign on for 90 to 120 days. There’s no hard rule on listing length — you can technically agree to seven days if you want — but most sellers don’t realise that, and most agents won’t volunteer it. Once you’ve signed for the longer term, switching agents mid-contract risks you paying two lots of commission. The internet has made this worse, not better. Sellers come to appraisals armed with information they’ve pulled off Google — and a lot of it is dead wrong. That makes them easier to mislead with a flashy number from an agent who’s quoting to win, not to sell. At Naked Real Estate, we put a guarantee in writing in every appraisal pack. If you’re not happy at any stage, you can pull the pin. No commission trap. If we’re not doing the job, you’re not stuck with us. That guarantee exists because the industry needs it.

The bottom line

Do you really need a property appraisal before selling? Yes. You probably need two. And you definitely need an agent who’ll give you: – The honest number — not the inflated one designed to win the listing. – The honest improvement list — even if it means delaying the sale a few weeks. – The honest follow-through — backed by something more than a handshake. The appraisal is free. The conditioning game costs Perth Hills sellers tens of thousands of dollars every single week. If you’re thinking about selling in the next six months in Bedfordale, Kelmscott, Roleystone, Mount Nasura, Mount Richon or Seville Grove, get an appraisal now. Whether you call us or someone else, get one in writing, get a list of value-adding improvements, and ask the agent to back their number with something more than a smile and a signature. The wrong choice of agent can cost you tens of thousands. So why risk your biggest asset

Truth. Strategy. Sold.

Brendan Leahy is the founder and CEO of Naked Real Estate, specialising in the Perth Hills since 2006. In 2025 the team settled 79 sales at an average of 14.01% above list price. To book a free appraisal, call (08) 6254 6333 or visit nakedrealestate.com.au.

The six buyer segments in the property market

Our demographic shape is changing; there are six distinct buyer segments in our Australian property market:

  1. young renters;
  2. first home buyers;
  3. upgraders;
  4. downsizers;
  5. retirees; and
  6. the aged care market.

Looking ahead, the demand from young renters and upgraders is set to decline; while that from aged care will likely remain steady.

The stand out groups (those set to be the main drivers of Australia’s housing demand over the next ten years) are first home buyers; those downsizing and retirees.

It may surprise some, but first home owners are generally aged 35 to 44 years.

This group is projected to take up 20 per cent of our total new housing demand over the next decade.

What first home buyers are looking for in a property is the room to grow and the opportunity for property improvement. And naturally, affordability is a big consideration.

Preferred housing options for first home buyers vary, depending upon the location.

Some first home buyers opt for inner city apartments; some look to townhouses/duplexes and small houses in middle suburbs; and some prefer larger detached and dual-income homes in outer suburbs.

The downsizer demographic refers to those aged 60 to 74 years.

Almost all of this group (92 per cent) have no children living at home; while just on three-quarters are couples or live alone.

Downsizers are projected to take up 32 per cent of total new housing demand over the next decade.

Their preference is to remain in the same neighbourhood, close to friends, family and established ties.

What they are looking for is low maintenance; convenience; like-minded residents; and small projects.

Some from this group are looking to experience inner city living – their preference is for spacious, well-priced, quality apartments.

This group also prefers compact housing like townhouses; villas and dual-income homes in both middle ring and outer ring suburbs.

Understanding Australia’s real underlying housing need is more than just a matter of calculating population growth and average number of people per household.

Demographics will determine our future:

It’s our demographic profile – the change in our household formation – that will best determine future housing need.

But the right housing will need to be built; and importantly, at the right prices, in order to encourage key buyer groups to purchase.

At issue is lack of diversity in Australia’s housing stock, and the ability for most to afford their housing preference.

How to become a real estate agent guide

Why pursue a career in real estate?

Real estate professionals come from many different walks of life. Many people today choose to take courses to allow them to pursue a career in real estate. Some choose this fulfilling career at a young age, while others discover it as a second career.

Not only is real estate rewarding, it can enable you to make a decent living. Real estate agents generally help people buy or sell a home.

Leading market analysts at IBISWorld report that Australian real estate industry expectations are high. They suggest there will be an increase in high-density housing and the population growth will expand the existing real estate industry.

They also predict that real estate industry revenue will increase by 1.6 percent each year, reaching $9.8 billion between 2016 and 2017.

Are you interested in joining the growing industry? Here are some of the main reasons for becoming a real estate agent:

Work for and with people

As a real estate agent, the major part of your job is interacting with a variety of clients on a daily basis. You can help people make their home ownership dreams come true or help them move onto the next stage of their lives, be it a bigger house to accommodate children, their first investment property, or downsizing once the kids leave the nest.

As a real estate agent, you also have the opportunity to work with a team of like-minded real estate agents and other associated professionals such as settlement agents, mortgage brokers, etc.

Degree of flexibility

If you like having more flexibility than the common office job, you will enjoy being a real estate agent. You get to control your own business hours, and are not always stuck in an office.

Most of your time will be spent “on the road” showing properties and meeting with clients. You can specialise in the sale of residential, business or commercial sales, depending on your skills and interests.

Enjoy limitless income possibilities

For many workers, raises are rare; however, as a real estate agent your income potential has no limits.

All you need is a strong work ethic and the proper sales, marketing and customer service training. It takes some patience and effort in the beginning, but once you are an established agent, sales leads will come.

What it takes to be a successful real estate professional

There is a high degree of competition in today’s property market and as a real estate professional, you will need to be dedicated to serving your clients. Although real estate agents have the opportunity to set their own working schedules, they still have to be available when their clients need to contact them. A successful career in real estate generally means working 24/7.

Real estate professionals should possess certain qualities

Training is crucial for success in this field; however, some personal attributes for real estate success include:

  • A great working knowledge of the local sales area
  • Effective communication and mediation skills
  • A pleasant and caring demeanour
  • The ability to network effectively
  • Being able to work independently without supervision
  • Great attention to detail and strong organisational skills

Real estate salespeople perform a diverse variety of tasks. It is hard to get bored in the field of real estate sales, because you get to perform many interesting duties, including:

  • Generating leads with various marketing campaigns, emails, phone conversations, and Internet and local advertising
  • Discussing how to present the property with sellers, as well as:
    • The method of sale
    • The various costs
  • Staying updated on the local areas and estimating current market prices and property trends
  • Listing and advertising the details of land or home for sale
  • Holding home opens for buyers
  • Assessing the needs of buyers
  • Locating properties for buyer consideration
  • Taking prospective buyers to inspect properties
  • Presenting the merits of each property and the terms of sale
  • Negotiating the terms of the contract between a buyer and a seller

Real estate training: where to go and what to expect

The exact requirements to obtain a real estate registration vary from state to state, so it is best to check the Australian Government’s Department of Education and Training Job Guide. In fact, the exact titles and job responsibilities can differ greatly by state, as well.

It is important to understand exactly which license you plan to apply for before beginning your training; however, all states require that you complete a basic real estate training course.

The first step towards starting your career in real estate is checking the real estate licensing and registration specifications for your state beyond the short courses or traineeships. In order to work as a real estate agent, you will need to complete the following general regulations:

  • Be at least 18 years of age
  • Be a person of good character and repute and a fit and proper person to hold a certificate of registration;
  • Understand duties and obligations outlined in the Real Estate and business Agents Act on persons  involved in negotiating real estate transactions and business transactions.

Prerequisites and subjects vary from institution to institution, so contact your institution of choice for more detailed information on requirements, courses and licensing. Registration dates will also differ with each institution, so be sure you don’t miss any course enrolment deadlines. You may be able to study locally or through distance education.

Cover letter and resume advice for real estate professionals

Real Estate agents need to know how to sell, and that starts with selling their own qualifications, skills and talents to job recruiters and potential employers. Think of yourself as a valuable product when creating your cover letter and resume. Focus on your special strengths and use techniques to sell them to the real estate agency to which you are applying.

Creating effective real estate sales cover letters and communications

When seeking a position with a real estate agency, the cover letter is of optimal importance. It is a great opportunity to showcase your strengths and stand out from the crowd.

The guidelines for cover letters are a bit less strict than with resumes; however, whether you use bullet points or concise paragraphs to outline your skills and experience, be certain to use numerically quantifiable data to grab the attention of potential employers.

Create a clear and concise cover letter

A cover letter is a one-page document to send along with your resume when applying for a job. The four main purposes of a cover letter are to:

  1. Introduce yourself to the employer or hiring manager
  2. Explain the reasons you are a good fit for the job
  3. Fill any gaps your resume may leave – tell your story
  4. Detail important aspects of your resume

Creating a powerful cover letter

Here are some effective ways to make your cover letter the one that gets read and responded to promptly:

Learn about the recipient of your cover letter.

Do your research or call the company to find out the name of the hiring manager or person within the business whom accepts cover letters and applications. Learning this information will allow you to address the correct person in your letter.

You can go to their website, Facebook page, or even check on LinkedIn to find this contact information.

Explain why you are communicating with them.

After the initial address and introduction, make a bold start and jump right in. State the position you are interested in to get your reader’s attention immediately. Personnel managers and employers are busy people and will not waste time sifting through your article to understand your intentions.

Encourage them to request an interview with you by being clear and direct from the start.

Example of a good beginning:

“My name is John Doe and I would like to formally apply for the position of salesperson for your real estate agency. Please review my qualifications, below, which I feel make me the perfect candidate for XYZ Real Estate.”

Target your cover letter.

Include these three basic paragraphs in your cover letter:

Paragraph One

This first paragraph should include a short introduction that includes:

  • Who you are
  • Where you saw the job posting
  • Why you are interested in the job
  • What your skills are related to the job
Paragraph Two

This second paragraph should serve to show you took the time to read the job posting and learn about the agency before applying:

  • Research the company to learn about them, so you can explain why you are a good fit for them.
  • Highlight specific words and phrases used in the job description
  • Describe your previous job experiences, training, skills and talents that will enable you to meet the agency’s needs, according to the job posting
Paragraph Three

This is the final paragraph where you include a call to action.

  • Let the reader know you are available for an interview and provide your contact information
  • Inform the recipient that you will be in touch with them after a week if you haven’t heard from them.
  • Lastly, thank them for taking the time to read your cover letter.

Set yourself apart from everyone else.

In order to catch the attention of the company  you are applying to, avoid the following common mistakes:

Being vague and generic –

Too many people write vague cover letters, like this:

“To whom it concern, I would like to work at your company. I am a people person and strong candidate.”

This start to a cover letter sounds like every other one that hiring managers receive. Hiring managers most likely will not make it to the end of this generic letter, but will instead put it to the bottom of the pile.

Use facts and statistics, and be direct and concise. Hiring managers are paid to be efficient. They have to screen dozens, hundreds, perhaps thousands of applicants to find the best individual for the job.

Neglecting to review your writing –

A cover letter with mistakes will not get a response. Ever. Mistakes show that the applicant did not take the time to check their work and careless. Keep in mind that spellcheck does not catch errors like their, there, and they’re.

This is a negative first impression, so have someone check your cover letter for you. Most people will not notice their own mistakes, so having a second set of eyes to check your work is priceless.

Ignoring the use of an applicant tracking system (ATS) –

Applicant tracking systems can read resumes, and then use keywords and key-phrases to determine whether to send you to the next stage. Some ATS software can search through cover letters for specific job posting keywords and phrases, so after you proofread your cover letter, check to make sure you have included keywords from the job posting, or any other keywords related to the real estate field.

Large real estate companies that receive a large volume of applications use applicant-tracking systems, so if you are seeking a job at a smaller agency, you may not need to worry about these systems.

Regardless if the company is using an ATS, you should still use any important words from the job posting at least once per document to show that you are detail-oriented.

Here are some resources for creating cover letters and other job search related communications:

Real estate resume resources and guidelines

Obtaining employment within the real estate field starts with a strong resume. Here are six steps to make yours stronger.

Start with a powerful professional profile.

Instead of listing your career objectives, dive right into your professional profile. Most real estate agents understand the reasons why you are applying for work.

What they need to know is why they should want to add you to their real estate team. By providing a professional profile, rather than a career objective, you can quickly demonstrate to your potential employer why they need to continue reading your resume by doing the following:

1. Be specific

In the first line of your professional profile, provide the most important information, such as your qualifications, licensing and experience.

Example: Licensed Real Estate Agent with 3+ years of residential sales experience.

This shows the employer that you have experience, and are committed to keeping jobs. By telling them what kind of real estate sales you are experienced in helps to determine if you are a good fit for their team.

2. Seek out a good fit when sending out resumes

Avoid wasting time and only send your resume to agencies who are a good fit for your interests and experience. You do not want to apply for a commercial real estate job if your main experience lies within the residential property market.

3. Leverage the power of numbers

Include some specific details on your personal skills and talents, such as achievements, awards and related skills and talents.

Instead of adding fluff to your resume use raw, factual data to back you up. Add some numerical statistics to support your information. This adds strength to your resume and removes doubt from your potential employer’s’ mind. Here are some helpful examples to follow:

  • Sold an average of 30 home sales per year.
  • Conducted monthly training sessions for new sales agents, decreasing onboarding time by 10 days.
  • Expert in creating and implementing customer marketing campaigns, increasing the agency’s acquisition rate by an average of 32% year-to-year.
  • Advise sellers on how to make homes more appealing to potential buyers increasing average selling prices by 16% from initial appraisals.

4. Prove you are a people person

Many real estate professionals mention that they are “a people person” or that they are “people-oriented,” which is fine, but in order to stand out above all the other applicants, you need to mention activities that prove it.

List any organizations, societies or clubs you participate in or have participated in that demonstrate your skills working with people.

5. Understand the relevant skills to mention on your resume

Aside from the usual words like trustworthy, flexible, resourceful and ability to network proficiently, you should include any details you have on all of the related skills you are proficient in, including:

  • Computers and Technology
  • Marketing and Research
  • Negotiation and Interpersonal Communication
  • Business Training
  • Math and Market Analysis
  • Customer Service
  • Federal and Local Real Estate Laws

The real estate industry in Australia

The real estate sector brings in 2.9 per cent of GDP, which is higher than support services and business administration, support services, hospitality and agriculture. Here is an overview of the current real estate industry in Australia, according to careerfaqs.com.au:

Demand

The demand for skillful real estate sales professionals continues to increase in Australia.

According to Brendan Leahy, CEO at Naked Real Estate, in Perth alone, the increase in properties listed in September 2015 increased to over 4,000 from the same time last year.

Employment

According to the Department of Employment’s Australian Jobs 2015 report, approximately 2% per cent of Australians are employed in the industry, which is the same as in financial and insurance services, as well as arts and recreation services..

In the five years leading up to November 2014, employment increased by 23.1 per cent. Employment for real estate agents is expected to increase within the next 5 years at a higher than average rate.

Real estate agent employment is expected to increase at an above average rate until November 2019, by 27,800 jobs, or 12.6 percent. The vast majority of those jobs are expected to be in the areas of real estate services and property managers.

Median Income

The median income for real estate agents varies greatly. A small proportion of real estate agents earn large salaries, while many who sell fewer properties earn more modest wages.  It is important to consider that the earning potential for successful real estate agents is far higher when you factor in commissions.

Commission rates are dependent on the market you work in and vary from agency to agency as well.

Strategies for a highly-successful real estate career

For those new to the real estate industry, it helps to find a mentor in the form of an established agent, sales broker or consultant. Ask if you can shadow them for a time, and offer your help in any way you can. You can offer to research the market, make sales lead phone calls or complete many other real estate tasks. Naked Real Estate provides ongoing agent support and training from leading agents around Australian.

Align yourself with an agency with a good reputation that provides ongoing training mentoring and market-leading marketing initiatives for its agents. This provides extra tools and motivation when you are first starting out.

John McGrath, author of The Ultimate Guide to Real Estate; You, Inc.; and You Don’t Have to Be Born Brilliant is one of Australia’s most successful real estate agents. His agency business has grown over the past 25 years to control 20 per cent of Australia’s property market. He recommends the following key tips for optimal real estate success:

1. Determine your goals & make a vision

Planning is an important part of starting your career as a real estate agent. By identifying your strengths, you can determine the key areas in which you will provide your customers with value. McGrath identifies the following things needed to succeed in your career:

  • Operate with integrity
  • Have a systematic approach
  • Be disciplined
  • Execute in an orderly manner

2. Stick to your vision

Finding the right agency to start your career can be the key to your success or failure in real estate. Select a company with similar values,  that is willing to help you grow your skills in real estate. McGrath says handpicking a team that shared his vision is one of the reasons his agency has had 25 years of widespread success.

3. Adapt for continued growth

Adapting to environmental and global advances is crucial for getting ahead in the property industry. Technology is a powerful tool that can help agents market themselves and their services, as well as the properties they are selling.

In addition to technological changes, real estate agents will need to adapt to working with a variety of new clients, programs, and tasks.

Ask your more-experienced colleagues for constructive criticism, too. By working hard and being honest with yourself, you will get the sales you deserve.

Helping people find the home or property of their dreams is a privilege that no other field can offer. There has never been a better time to be a real estate agent in Australia. If you are interested in joining the real estate industry speak to the team at Naked Real Estate about how to enter the vibrant, people-centric field of real estate and they can point you in the right direction.


Naked Real Estate are always looking for our next shining star. If you are looking for a career in real estate, contact our office on 08 6254 6333, or email myfuture@nakedrealestate.com.au today!

Housing prices over the last 25 years what’s happened

Over the past 25 years, the median house value nationally has risen by 412%, or $459,900.

Twenty five years ago, the median house value across Australia was just $111,524 and units showed a slightly higher median value, at $123,840.

Since 1993, median house and unit values have increased by 412% and 316% respectively, providing home-owners with a significant wealth boost.

The capital gain over the past 25 years equates to an annual growth rate of 6.8% for houses and 5.9% for units and in dollar value terms.

The median value of the typical Australian house has risen by $459,900 since 1993 and unit values are $392,000 higher.

But, as always…long term annual capital gains have been reasonably diverse across the capital cities, with growth in house values ranging from 5.9% per annum in Adelaide and Brisbane to 8.1% in the Melbourne property market.

Across the capital city unit markets, annual growth rates have ranged from 4.1% in Darwin to 6.6% in Melbourne.

In dollar terms, the Sydney property market stands out, with the average annual increase in house and unit values equating to $34,426 and $23,594 per annum respectively over the past twenty five years.

The diversity in growth rates over a long period of time highlights the cyclical nature of the housing market, with dwelling values rising at different speeds from region to region and period to period.

For example, despite the Brisbane housing market recorded one of the lowest rates of annual capital gains, the period between 2001 and 2004 saw Brisbane house values rising at more than 10% per annum; the lower rate of long term growth is largely attributable to softer conditions since 2010.

Demonstrating the difference in values between now and 25 years ago, in 1993, 98% of all house sales nationally transacted at a value under $400,000 and only 0.2% sold for more than $1 million.

Over the past twelve months, only 29% of houses nationally sold for less than $400,000 and 16% sold for at least $1 million.

Across Australia’s highest priced capital city, Sydney, twenty five years ago only 0.8% of houses sold above the $1 million mark, whereas over the past year 50% of all house sales had a price tag of at least $1 million.

What could the future hold?

If property prices were to rise at the same rate as the past twenty five years, Australia’s median house value would reach $2.9 million by 2043.

While the past isn’t always the best predictor of the future, it’s a worthwhile benchmark to consider where housing values may be twenty five years from now.

Based on national house values rising at the annual rate of 6.8% per annum over the past quarter of a century, in 2043, the national median house value would be approaching the $3 million mark ($2.93) and the median unit value would be just over $2.1 million ($2.15).

While it’s hard to fathom, if we saw the same rate of capital gains as what was recorded over the past twenty five years, Sydney’s median house value would be $6.35 million in 2043 and the typical unit would be worth $3.47 million.

Melbourne’s median house value would be approaching $6 million ($5.82) while the median house value in Brisbane would be $2.24 million.

Obviously these simple extrapolations don’t take into account how economic and demographic conditions might play out over the next twenty five years or how housing demand and supply may evolve; so there is a real possibility that housing trends and growth rates could look remarkably different to what we’ve seen over the past twenty five years.

Some more interesting findings from the Aussie Homes Loans Report:

Strong housing market conditions have boosted household wealth over the past quarter of a century.

The housing market has shown some extraordinary changes over the past twenty five years, with conditions moving through five distinct growth cycles which have pushed national median house values 412% higher.

Over the same period, the ASX All Ordinaries index has risen by a substantially lower 261%.

While value growth has been remarkably diverse across the country, over such a long period of time, the cyclical differences in value growth and turnover have washed their way through the statistics.

Each of the capital cities have recorded annual growth in house values ranging from 5.9% to 8.1% over the past 25 years, while regional markets have generally shown a slightly softer outcome.

Twenty five years ago the typical house value nationally was just $111,500 and since that time values have risen by an average of 6.8% per annum to the current level of $571,400.

The typical Australian property owner who has held their house for the past 25 years would have seen an average dollar value increase of almost $18,400 per annum.

Of course, different regions have seen housing conditions track at different speeds.

The largest annual increase in housing values within a capital city over the past twenty five years has been in Melbourne where values have increased at the annual rate of 8.1% per annum.

Over the past twenty five years Melbourne house values have moved through seven periods where annual capital gains exceeded 10% per annum.

More recently, the Melbourne housing market has been in a mild downturn, highlighting that property values don’t always rise, but over a long term the cyclical nature of housing markets will typically provide a wealth boost.

Conversely, the lowest long term capital gains have been in Adelaide and Brisbane, where house values have risen at the annual rate of 5.9%.

The diversity in growth rates over a long period of time highlights the cyclical nature of the housing market, with dwelling values rising at different speeds from region to region and period to period.

For example, despite Brisbane recording one of the lowest rates of annual capital gains, the period between 2001 and 2004 saw Brisbane house values rising at more than 10% per annum; the lower rate of long term growth is largely attributable to softer conditions since 2010.

 

The average mortgage size has grown roughly at the same rate as housing values

With dwelling values moving higher, the average loan size has also shown a substantial increase.

In 1993 the average owner occupier loan size nationally was $81,500 and the figure has since risen to $388,100; an increase of 376%.

Twenty five years ago, borrowers in the ACT were holding the largest loans, averaging almost $97,000, however in today’s market the largest average loan sizes can be found in New South Wales ($445,500) and Victoria ($400,200).

Mortgage rates have reduced significantly since 1993.

Twenty five years ago mortgage rates were moving lower from their record highs.

Variable mortgage rates peaked at 17.0% in March of 1990 and by first quarter of 1993 they had reduced to 10.0%.

Today, the standard variable mortgage rate sits at 5.2%, the lowest rate since the 1960’s.

Mortgage serviceability rates have improved thanks to historically low interest rates, however affordability challenges remain.

The proportion of annual household income required to service a mortgage (based on a 20% deposit, a 25 year principal and interest mortgage and the average discounted variable mortgage rate) is currently tracking at approximately 36% compared with a recent peak of 51% of annual household income being dedicated to servicing a mortgage in June of 2008.

Although CoreLogic serviceability measures don’t extend back twenty five years, sixteen years ago, serviceability measures were lower despite mortgage rates being approximately 130 basis points higher.

With dwelling values rising most substantially in Sydney and Melbourne over the past two growth cycles, households are dedicating a larger portion of their annual incomes to servicing their mortgage repayments.

Households in Sydney are generally dedicating the largest proportion of their annual incomes to service a mortgage (49.3%) with Melbourne close behind at 42.6%.

Affordability is still a significant issue

The dwelling price to income ratio rose to new record highs in 2017 due to housing prices rising at a faster pace than household incomes.

This worsening trend in affordability was largely driven by the largest capital cities, Sydney and Melbourne, where housing values have shown the most significant increase.

Sydney’s dwelling price to income ratio is now tracking at 9.3, which means the typical Sydney dwelling now costs 9.3 times more than the median annual household income.

Affordability pressures are likely to be most pronounced across those segments of the market who have tighter budgetary constraints such as first time buyers who haven’t had the benefit of accruing equity in the housing market, and low income households.

Nationally, in order to raise a 20% deposit to buy a dwelling, households would need to dedicate an average of 134.5% of their annual gross income.

The proportion of household income required for a 20% deposit is substantially higher in those markets where value growth has been strongest over the past five years.

In Sydney, households would need to dedicate an average of 185.1% of their annual household income to raise a 20% deposit, while in Melbourne the figure is slightly lower at 159.7%.

Based on these numbers, households will generally require several years to raise a 20% deposit.

Anecdotally, more first time buyers are seeking assistance from benefactors such as their parents or siblings in order to enter the housing market with as large a deposit as possible.

First homebuyers make up a smaller component of housing demand

As dwelling values have shifted higher and affordability has become more challenging, first home buyers have found it harder to participate in the market.

Twenty five years ago, first time buyers accounted for approximately 22% of all owner occupier housing finance commitments.

While that proportion remained reasonably consistent until the year 2000, first home buyer participation in the market has generally been in decline since that time.

The exception has been periods of first home buyer stimulus, where grants and stamp duty concessions have been generous, first time buyer numbers have surged.

The current statistics indicate that first home buyers represent 17.4% of all owner occupier housing finance commitments, rising from a recent low point of 12.9% in late 2015.

Recent stamp duty concessions in New South Wales and Victoria have been a key driver of the rebound in first home buyer participation, while every state and territory has some form of incentive available for first home buyers, typically with greater incentives available for those building or purchasing a new property or those purchasing outside of the capital city.

Investors have become a larger component to housing demand

Investment trends have generally moved in the opposite direction of first home buyers, with investors becoming a larger component of housing demand over the past twenty five years.

In 1993, housing finance commitments for investment purposes accounted for only 20% of the market.

Fast forward to 2015, and investors as a proportion of housing finance reached an historic high, comprising 55% of the value of all new housing finance commitments.

Since that time there have been regulatory changes imposed by the prudential regulator, APRA, which has slowed investor participation in the market.

The latest data to March 2018 shows investors still comprise 42.8% of mortgage demand, more than double the proportion from twenty five years ago.

Urban density has increased as our population grows

The growth in property values over the past twenty five years has happened against a backdrop of ongoing densification across the capital cities, with higher density housing stock rising in prominence due to changes in town planning policies, changing consumer preferences and affordability factors.

Twenty five years ago, only 22.7% of all dwelling sales nationally were for units.

In today’s market units comprise 29.6% of all sales and in some cities where the densification trend has been more pronounced, higher density dwellings account for more than 40% of all sales.

Another example of the densifying urban landscape over the past twenty five years has been the reduction in vacant land block sizes.

In 1993 the average block size based on vacant lands sales nationally was 816sqm.

Developers have progressively reduced the typical block size over time to reach 541sqm in 2015 before land areas started edging higher to the current average size of 610sqm.

Across the capital cities, block sizes are generally smaller than the national average due to the scarcity of land and zoning regulations which allow for higher densities.

Adelaide and Perth show the smallest lot sizes, averaging approximately 379sqm and 375sqm respectively.

It’s still hard to imagine what property values in our future cities will look like.

If home values increase at the same annual rate as they have over the past twenty five years we will see a median dwelling value nationally of $2.9 million by the year 2043.

While that value looks astronomically high in today’s money, if the historic averages play out over the next twenty five years, Sydney values would be breaking the $6.3 million mark and Melbourne would be over $5.8 million.

One thing that is certain is that housing markets will continue to move through their cycles, with periods of growth, decline and steady values conditions.

History has shown that over time these cycles tend to smooth out the year to year volatility in growth rates.

A good example of this is the Melbourne housing market, which has shown the highest long term rate of capital gain, however house values in this city have been through five separate periods where values were declining on an annual basis over the past twenty five years.

Cities will continue to densify as the population grows and urban planning strategies seek to maximize the use of strategically located land and transport corridors, which means more Australians are likely to be living in higher density housing.

Innovative housing design is likely to increase in importance, with small living areas becoming more acceptable thanks to smarter design principles and better use of space.

With technology progressing at a rapid pace, there are likely to be more households taking advantage of flexible working arrangements where they can work remotely with rapid and reliable internet speeds, affordable telecommunications and less requirement to commute into a centrally located place of work.

This may see some housing demand deflected to the markets outside of the capital city boundaries where housing tends to be more affordable.

Additionally, with the eventual advent of driverless cars and rapid transit systems, commuting times from areas that were once considered to be outside of a comfortable travel range may become more popular with home-owners, thereby reducing demand to live close to the major working centres of the city.

There are likely to be a plethora of other evolutions in the housing market and housing demand that remain beyond the imagination.

It was less than ten years ago that the first iPhone was released and roughly twenty five years ago dial-up internet was only just becoming popular.

The likelihood is that advances in technology will continue to accelerate, promoting innovation in how we live and work.

Only time will tell, but the next twenty five years will certainly be an interesting ride.

But what we can be sure of is that the best investment locations will be in close proximity (say 10 – 20 km) to our 3 big east coast capital cities as the more affluent new generation of home buyers push up the values of well located properties, while the less affluent will be pushed further and further out from the main centres.