As market conditions reshape buyer and seller behaviour, it’s more important than ever for agents to be ahead of the game and win listings, with data being the key to beating competition.
In a shifting market where buyers have become more cautious as a result of high interest rates and recent tax reforms, sellers have been seeking experienced and knowledgeable agents who can guide them through uncertainty.
PRD chief economist, Diaswati Mardiasmo, said that by knowing how to leverage data, agents can set themselves up as trusted experts to earn the trust of sellers and win more listings.
In a recent episode of the REB Podcast, Mardiasmo told deputy editor Emilie Lauer that the market had been "steamrolled" in 2026, amid three cash rate hikes, ongoing conflicts in the Middle East, and investor tax reforms.
She said that data samples from Queensland, NSW, and Victoria showed a massive decline in sales numbers across the board, between Q1 2025 and Q1 2026, alongside a decrease in agents in those areas.
According to Mardiasmo, the same trend was usually seen when the market became slightly tighter or softer, with buyers becoming increasingly cautious, and agents winning listings.
In softer conditions, Mardiasmo said it was pivotal for agents to understand their role was not simply selling properties, but acting as a trusted adviser.
“Agents need to be that person who can cut through the noise, that person who can advise and actually translate that data of everything that’s going on to what is actually happening locally,” she said.
To establish themselves as the go-to expert in the current market, Mardiasmo said it was essential for agents to leverage their own data and knowledge.
“How many have they sold in the past 12 months in comparison? You know, how have they done in the market?”
“So actually having their own specific knowledge of their own agency, or themselves as an agent, that’s what actually helps win listings.”
Mardiasmo said agents should inform the sellers about comparable properties they had sold recently, and what price they sold for compared to the suburbs’ median price.
“Knowing your data is knowing exactly how you perform in comparison to the suburb or other people,” she said.
Similarly, she said agents can use a property’s days on the market to convince sellers about a fast result, also comparing the results to the median days on market and other agents’ outcomes.
Mardiasmo also said agents shouldn’t underestimate the impact of simplifying data in a physical format, such as a DL card, and putting it into people’s letterboxes.
Regarding lead generation, Mardiasmo said that agents can also stand out to prospective clients by going beyond their customer relationship management (CRM) system and going to people’s doors directly.
“I’ve had an increase in the number of people calling my phone saying, ‘Hey, are you thinking of selling anytime soon?’ I’ve had a lot of agents rely on their CRMs, but you can never underestimate the power of door knocking.”
Mardiasmo said when an agent had to act as an adviser, their listing presentation needed to be refined, as their role wasn’t simply about what their house was worth.
“It’s also saying to them, ‘your house might be worth $1,400, $1,500, this is why you need to be selling with me’. And you’re actually advising them on what’s happening in the market,” Mardiasmo concluded.
Listen to the full episode here.
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