Elite Agent

What Elite Agent does

Elite Agent is an independent Australian B2B media and intelligence platform serving real estate professionals, founded in 2013 and headquartered in North Sydney. The company publishes industry news, feature articles, leadership interviews, AI-strategy coverage, property-management insights, and agent stories through its flagship website (eliteagent.com) and the daily "The Brief" email newsletter, and operates as the editorial and organizational authority behind major industry events including the BDM Summit, PM/ONE, and the Elite Retreat (scheduled for 2027 in Bali).

The product portfolio combines a content management and digital publishing core with a suite of AI-adjacent tools and community surfaces. Proprietary or co-developed features include AILSA, an AI-powered PR tool that transcribes agents' sales calls and converts them into publishable editorial stories on the Elite Agent platform; the AI Headshot Generator for professional imagery; the AI First Accelerator, a six-week AI training program; and the AI Insiders community. Supporting marketplace assets comprise a real estate job board, a supplier directory, an events calendar, and a story-submission portal (Scoop). The platform delivers content across web, email (The Brief and Movers newsletters), Substack, YouTube (Elite Agent TV), and in-person events.

Revenue is generated through a hybrid media-and-tools stack: advertising and sponsorships (with REA Group/Domain as the flagship Headline Partner for AREC26), ticket and sponsorship revenue from owned events, subscription newsletters and courses, freemium AI tools, and job-board and directory listings. The audience is segmented across real estate agents, property managers, agency leaders, PropTech vendors (including Rex Software), and major franchise networks (Harcourts, Ray White, LJ Hooker, Belle Property, McGrath). Editorial leadership rests with Managing Editor Samantha McLean and co-founder Mark Edwards, with the company operating as a founder-owned, bootstrapped private business with no disclosed institutional backing.

Name

Elite Agent

Legal name

Elite Agent

Website

https://eliteagent.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Elite Agent is an independent Australian B2B media platform serving real estate professionals with industry news, AI-powered tools, events, and professional development content since 2013. Its audience spans agents, property managers, agency leaders, and PropTech vendors across Australia.

Ownership category

akta.pro rank

Product category

Trade Media & Professional Services

SIC

Services-Advertising Agencies (7311)

akta.pro industry

PRIMARYBPAJANAD

Real Estate Market Research & Economic Advisory (Demand/Supply, Location Analytics)

Business & Public Services/Real Estate Services (Brokerage, Property Management)/Real Estate Advisory & Consulting (Investment, Strategy)

Keywords

• Real estate media
• Industry news
• Professional education
• Marketing technology
• Trade publishing

Headquarters

HQ city

Southport

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Advertising & Sponsorships: The platform generates revenue through advertising to real estate professionals and industry suppliers. This includes display advertising, sponsored content, and partner branding across the website and newsletters.
2. Events & Conferences: Elite Agent organizes and promotes industry events including The BDM Summit, PM/ONE, Elite Retreat, and supports partner events like AREC and The One Conference, generating revenue through ticket sales and sponsorships.
3. Subscription Newsletters: Daily industry intelligence newsletter 'The Brief' sent to subscribers, along with specialized newsletters like 'Movers' for industry personnel moves and Samantha McLean's AI & strategy essays on Substack.
4. Products & Tools: Revenue from supplementary products including AI Headshot Generator (freemium model), AI First Accelerator course, and Ailsa PR service for agents.
5. Job Board & Directory: Real estate careers job board and supplier directory services for industry businesses to list openings and find service providers.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Elite Agent is an Australian real estate media business that publishes daily news, editorial content, newsletters, and educational resources for real estate professionals. It operates a digital platform covering the Australian property industry, supplements editorial with events, training programs, AI-powered marketing tools, a jobs board, and a supplier directory serving agents, agencies, and ancillary service providers.

Product overview

Elite Agent operates as a digital media platform and content network for real estate professionals, combining editorial content, AI-powered tools, and industry community services. The core offering includes a news and feature publication covering real estate industry news, leadership, and PropTech, distributed through the Elite Agent website and The Brief daily newsletter. Supporting the content platform are AI-powered tools including Ailsa (AI-powered PR tool that converts sales calls into published stories), the AI Headshot Generator (free AI-powered professional headshot creation), and AI Insiders community. Educational offerings include the AI First Accelerator six-week course. Additional services encompass job marketplace (Elite Agent Jobs), supplier directory, events calendar, and Scoop story submission portal.

Differentiator

Problem solved

Functional benefit

Brands

• The Brief: Daily industry newsletter providing real estate news summaries
• AI Insiders
• Ailsa
• AI Headshot Generator
• AI First Accelerator

Products and services

• Elite Agent Digital Publication
• The Brief Newsletter
• Ailsa (AI PR Tool) Artificial intelligence-powered PR and media-generation tool that helps real estate agents create press releases, marketing copy, and PR-related content for their businesses.
• AI Headshot Generator AI-based tool that generates professional headshots for real estate agents to use in marketing and listings.
• AI First Accelerator Training program that teaches real estate professionals how to adopt and integrate AI tools into their agencies and workflows.
• AI Insiders Membership-based community offering real estate agents access to AI-focused insights, resources, and training content.
• What's On (Events) Industry events, conferences, and gatherings run by Elite Agent for the Australian real estate community, covering education, networking, and trends.
• Scoop (Jobs Board) Job board where real estate agencies can post vacancies and candidates can find roles across the Australian property industry.
• Supplier Directory Online directory listing suppliers, service providers, and vendors that serve Australian real estate agencies and professionals.

Quantifiable outcome

• Elite Retreat 2027 scheduled in Bali with Elite Agent as organizer
• +1 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature4 records

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• REA GroupflagshipStrategic or Co-development Partner · 22 April 2026Domain, part of REA Group/CoStar Group, serves as Headline Partner for AREC26 conference. REA Group opens its Hackdays innovation event to customers and features PropTrack Buyer Impact Model coverage. Elite Agent provides coverage of REA's product launches and industry initiatives.
• Rex SoftwarecoreStrategic or Co-development PartnerRex Software partnered with Elite Agent for PropTech AI Advisory Board research publication. The advisory board examined the relationship between estate agencies and artificial intelligence, with findings published as partner content. Rex AI launching May 2026.
• @realtycoreChannel Partner/ Reseller/ Distributor@realty publishes extensive sponsored content through Elite Agent including CRM automation guides, OASIS boutique brand packages, and AML compliance solutions. Content focuses on agent productivity, brand building, and regulatory compliance.
• EBM RentCoverminorChannel Partner/ Reseller/ DistributorEBM RentCover publishes landlord insurance content through Elite Agent covering insurance gaps, claims management, and property manager education.
• The Summit EventscoreStrategic or Co-development PartnerElite Agent promotes The Summit 2026 (BDM Summit), the largest rent roll growth event in the Southern Hemisphere, featuring co-founders Sarah Cincotta and Hermione Gardiner.
• AILSAcoreTechnology or IntegrationAILSA is an AI-powered PR tool for real estate agents that integrates with Elite Agent's content platform. It converts sales calls into published stories, helping agents build professional reputation through Elite Agent's publishing infrastructure.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Inman: Inman is a US-based B2B real estate news, events, and intelligence platform. It is the closest international analogue to Elite Agent — same audience (real estate agents), same model (daily news + flagship events + premium subscriptions), and same content-led GTM motion, just at larger scale and in a different geography.
• Smart Property Investment: Smart Property Investment is an Australian media brand covering property investment, agents, and market trends. It competes with Elite Agent for Australian agent and property professional audiences, advertiser dollars, and event sponsorships.
• Real Estate Business (REB): REB is an Australian trade publication covering real estate agents, franchise networks, and property market news. It competes directly with Elite Agent for the same Australian agent audience, advertiser base, and event sponsorships.
• PropertyUpdate: PropertyUpdate is an Australian property news and education platform targeting investors and agents. It shares Elite Agent's content-led, B2B-adjacent model and competes for similar advertising and newsletter audiences.
• The Urban Developer: The Urban Developer is an Australian news and events platform focused on property development, planning, and real estate. It overlaps with Elite Agent in Australian property coverage, B2B advertising, and industry event monetization, with a slightly more development-led editorial slant.
• API Magazine (Australian Property Institute): API Magazine is the publication of the Australian Property Institute, serving valuation, property, and real estate professionals. It overlaps with Elite Agent in serving Australian property professionals with news, education, and professional development content.

Others

• CoreLogic: CoreLogic is a property data and analytics provider in Australia whose research reports and market commentary compete with Elite Agent's news and economic-adjacent content for agent mindshare and PropTech sponsorship dollars.

Broad incumbents

• JLL Australia: JLL is a global commercial real estate services firm with a substantial Australian research and thought-leadership practice. It competes with Elite Agent in producing property market intelligence consumed by agents and overlaps for advertiser and event audiences.
• REA Group: REA Group is Australia's largest property portal (realestate.com.au) and Elite Agent's flagship advertising partner. As a broad incumbent it operates its own news, research, and event properties, making it both a key customer and a potential disintermediator of independent trade media.
• Domain Group: Domain is a major Australian property portal owned by CoStar Group and REA Group, and Elite Agent's Headline Partner for AREC26. As a broad incumbent it publishes market research, news, and thought leadership that competes with Elite Agent's editorial for agent attention.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCxr0dHxlXkLr-cLhV3A1pUQ

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Elite Agent