19/06/2026
One of the biggest myths in real estate?
"The market is the problem."
Over the past 15 years, I've been involved in over 900 real estate transactions, from luxury homes through to large-scale developments.
One project in particular stands out.
The project had stalled after just 50 sales. More than 220 residences remained.
The explanation was simple:
"The market isn't buying."
I disagreed.
The issue wasn't the market.
It was the strategy.
The positioning.
The channels.
The message.
By identifying the right buyer audience and communicating a compelling vision for Brisbane Australia, the precinct and the long-term opportunity, the remaining stock was sold within six months.
Sometimes the difference between success and failure isn't the product.
It's how the story is told.
— Elisa