Let me set the scene.
Two Perth agents — Lisa Caon and Ray D’Costa (the “Perth Property Pair”) — post a photo from an open home.
It’s not a selfie. It’s not them doing a victory lap.
It’s a queue. A long one. Buyers lined up down the footpath. The kind of line that makes any seller think, “Yep… these are the people I want handling my sale.”
Their caption was basically: Market slowing down? Not a chance. We met 120 people today.
And then Perth Now (and the wider internet) did what it always does when it sees real estate agents succeeding:
It turned it into a morality play.
Cue the pile-on: “tone-deaf”, “out of touch”, “rubbing it in”, “mercenary scum”, the usual internet poetry.
Here’s my opinion, as a bloke who’s coached agents for years and actually understands the job:
If those agents did anything other than what they did… they’d be failing their legal and ethical duty to their seller.
And that’s the part the public doesn’t get… and frankly doesn’t want to get….. because it’s easier to blame the agent than it is to understand economics, supply, demand, and fiduciary duty.
The Real Problem Isn’t the Photo. It’s the Reputation of the Industry.
The real estate industry starts the game on “hard mode.”
We are, routinely, ranked among the least trusted professions. People already think we’re scumbags… before we even open our mouths.
So when the public sees a photo of demand, in a market where buyers are stressed, rents are brutal, and prices have run hot, they don’t see “successful marketing.”
They see “someone celebrating their pain.”
Even if that’s not what happened.
And this is where agents need to grow up and accept something:
You are not judged by what you meant. You are judged by what the public felt.
That’s not fair. But it’s real.
My Take: Legally, Those Agents Basically Had No Choice
Let’s be very clear:
A listing agent’s duty is to their client — the seller — and that duty is serious.
It’s not “try your best.”
It’s not “be fair to buyers.”
It’s: get the best possible outcome for your seller.
That outcome comes from four things:
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Maximum eyeballs
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Maximum foot traffic
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Multiple buyers emotionally “falling in love”
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A negotiation process that converts demand into dollars
(If you’re an agent reading this: yes, I’m talking about the real job — not “open the door and point at the granite benchtops.”)
So what does a photo of a queue actually communicate?
It communicates one thing:
“We can manufacture demand.”
And demand is the thing that gives a seller leverage.
So these agents weren’t “being tone-deaf.”
They were demonstrating competence.
And if you’re a seller looking at ten agents, you’re picking the one who can do that.
“But What About the Privacy Act?!”
This one always comes up.
No, you’re not breaking privacy laws by showing a public queue from a public footpath.
Privacy legislation is about protected personal information — names, contact details, stored data.
Not a photo of people standing in line in public.
If you’re out in public, you can be photographed. That’s how public spaces work.
Here’s What Actually Happened in the Sale (And Why It Matters)
From what was discussed in the interview:
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They had around 120 through the open
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They received 11 offers
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They ran a transparent multiple-offer process
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Buyers were told they were not leading and given an opportunity to improve their offer
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The agents communicated actively — including face-to-face with some first home buyers to explain process
That’s not “mercenary scum.”
That’s competence.
That’s professionalism.
That’s actually better than what most agents do.
Because let’s be honest, if you’ve ever bought a home, you’ve likely experienced this:
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you visit an open house
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you hear nothing
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you get ghosted
- if you demand the agent take your offer they may accept it, say nothing, no feedback
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and later you find out it sold for $20k more and you would’ve paid it if you’d known
These agents didn’t do that.
They did the exact opposite.
The Public’s Frustration Is Understandable… But It’s Mis-Directed
I actually get why people are angry.
Housing is emotional. It’s stressful. People feel powerless.
But here’s the truth that will annoy the comment section:
Real estate agents aren’t the cause of high prices.
Supply and demand is.
Government decisions, construction, migration, interest rates, zoning, and building approvals are.
If you’ve got low supply and high demand, the market will do what markets do.
And the agent’s job — legally — is to get the best deal for the person they represent.
Which is the seller.
Now… Let Me Coach the Agents Reading This (Because This Is Where the Gold Is)
If you’re an agent, you’re going to face your own version of this.
Maybe not with 1,000 comments.
But you’ll face the “agents are scum” energy. You’ll face keyboard warriors. You’ll face the moral outrage.
So here’s what you do.
1) Don’t Delete the Post (Unless It’s Truly Damaging)
Deleting makes it look like guilt.
If you’ve done nothing wrong, hold your nerve.
The internet has the attention span of a goldfish with ADHD. The outrage fades. The screenshot lives forever.
At least leave your version of the story in place.
2) Treat Engagement as a Weapon, Not a Wound
Most agents are begging for attention.
If you get attention — even angry attention — you can convert it into authority, visibility, and listings.
But you must behave like an adult while you do it.
You can’t get emotional.
You can’t spiral.
You can’t start typing like a drunk uncle in the comments.
3) Reply Like This:
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Positive comment: reply properly (match their energy)
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Supporters defending you: thank them (reward that behaviour)
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Mild criticism: short, calm response
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Abusive toxicity / threats: hide, block, ban, report — instantly
You are not “winning them over.”
You are performing for the silent observers.
You’re showing the market how you handle pressure.
4) Use the Moment to Teach Sellers What You Actually Do
This is the biggest missed opportunity in the industry.
When the public sees a queue, they think:
“Look at these arrogant agents.”
You need to flip the framing:
“This is what a proper marketing campaign looks like.
This is what gives sellers leverage.
This is why some homes sell flat and others sell at a premium.”
Don’t apologise for doing your job.
Explain your job.
5) Make Your Opens an “Experience” (So People Remember You)
If buyers visit 6 opens in a day and yours is the only one that feels organised, hosted, energetic, and professional…
Guess what?
When you follow up, you’re not “Agent #5.”
You’re the one they remember.
Practical ideas:
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signage and directionals everywhere
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bottled water on hot days (yes, it matters)
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a dedicated greeter + a dedicated “questions” person
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one-page suburb “show bag” sheet (schools, parks, cafes, transport)
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quick, clear buyer communication afterwards
You’re not just selling a house.
You’re staging proof of competence.
Final Word
If you’re an agent reading this, take this as your warning and your opportunity:
The public will misunderstand you.
The media will frame you.
The comment section will moralise you.
Your job is to stay professional, stay strategic, and keep doing the work that produces premium outcomes.
And if you create a queue of buyers at an open home?
Don’t shrink from it.
Own it.
Because at the end of the day, your seller doesn’t hire you to be liked.
They hire you to win.
