On September 15, 2014, I nervously hit refresh on my Facebook feed every minute or so as the first print issue of Elite Agent landed on desks across the country.

I felt like a Masterchef contestant on the long walk to the judges for feedback on a dish I had lovingly created, and this was like a moment of truth.

Little did I know that moment would mark the beginning of a decade-long journey that would completely change my corporate career.

Thankfully, after many refreshes on my Facebook feed, a number of posts and comments came in saying the dish was good.

I was relieved (OK, that is an understatement!)

But it’s been a while since I sat down to write an editor’s note for a print magazine, and I have to tell you that it feels a little weird.

Good, weird, but weird.

Time has a funny way of playing tricks on us.

As I sit here now, it’s as if I once again can still feel the weight of the first few keystrokes of that first Editor’s note, which was all about post-it notes.

Now, as we hit the milestone of 10 years, that same mix of emotions is bubbling up again—but this time, it’s tempered by a decade of experience, challenges overcome, and countless connections made with all of you.

First, let me say this: thank you.

Thank you for being part of this incredible journey. Whether you’ve been with us since the words Elite Agent first appeared on a fledgling newsletter called The Brief in 2013, the first print issue in September 2014, or if you joined us somewhere else along the way, you’ve played a role in shaping Elite Agent into what it is today.

From our humble beginnings as a fresh-faced startup in my laundry to becoming an award-winning platform, it’s safe to say we’ve grown alongside you.

We’ve celebrated victories, like winning Mumbrella awards, and faced challenges, such as the bittersweet farewell to our print magazine in March 2023 (I’m not ruling out a comeback!)…

We’ve definitely had some challenging times (like navigating a global pandemic)—and there was once when we actually yelled, “Stop the Presses!”

But through it all, we’ve remained committed to our core mission: providing real estate professionals with a positive start to the day and doing the right thing by an industry that has embraced us as part of it.

We’re excited to announce some changes as we look to the future. The first one is a review of our mission, which we are expanding beyond our foundational pillars of elevate, educate, entertain.

We’re not just evolving; we’re reimagining our potential—and yours.

You can read our new mission statement below.

What’s New on the Horizon

1. Quarterly Digital Covers: We’re introducing themed digital covers each quarter, starting with a theme of “re-invention” and a new digital cover – to be announced tomorrow. Having a quarterly theme and cover is our new way of setting a proactive agenda that aligns with our expanded mission and values.

2. Your Voice, Amplified: We’re creating more opportunities for you to contribute and shape the conversation. After all, who knows the industry better than those who live and breathe it every day? Stay tuned and subscribe to The Brief for updates on how to amplify your brand through ours.

3. AI-Powered Innovations: Remember when we launched “AI-Powered Agents”, and some of you looked at me like I’d gone mad… Well, buckle up, because AI is not going anywhere, so we will be diving even deeper into how AI can revolutionise your businesses and careers.

What Will Stay the Same

Some things have been incredibly important to us right from the beginning:

• We will still champion a more compassionate and optimistic real estate industry in which human connections are valued as highly as business transactions.
• We will still be looking forward to the future instead of facing backwards. The windscreen is bigger than the rearview mirror, and there is a reason for that.
• We will still say “no thanks” to clickbait stories or narratives that unfairly tarnish the reputations of our hardworking industry members.

Again, thank you for being part of our story so far.

As I tell everyone in my AI Powered Agents Workshops, now is an incredible time to be alive.

Together, we’re not just adapting to real estate’s future—we’re reimagining its potential and making it a reality.

Here’s to the next chapter,

Samantha McLean – Editor, Elite Agent

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Elite Agent: Imagine Potential

Elite Agent is where real estate professionals meet with positivity, possibilities, and potential.

Our mission is

…to empower real estate professionals with forward-thinking insights, unbiased news, and innovative learning opportunities that expand knowledge, inspire growth, and connect across borders.

We exist for our readers to

…champion a more compassionate and optimistic real estate industry, where human connections are valued as highly as business transactions.

We’re here to

…inspire the industry to transcend limiting stereotypes and outdated expectations—whether self-imposed, industry-imposed, or market-imposed—while upholding the ethics and laws of the industry globally.

Our Guiding Principles:

1. Elevate: Provide advanced insights and tools to help real estate professionals thrive in a rapidly evolving market.
2. Educate: Promote continuous learning and adaptability in emerging technologies and market trends such as artificial intelligence.
3. Entertain: Besides our core focus on knowledge, we’ll also provide light-hearted content and humour to help real estate professionals recharge and maintain a healthy work-life balance.
4. Connect: Create a dynamic, borderless network that empowers real estate professionals to exchange ideas, overcome challenges, and celebrate collective growth.
5. Nurture: We’ll work with and support partners with similar values to ours to help mentor the next generation and ensure a bright future for real estate as a career.
6. Innovate: Create a global network of passionate property professionals who learn from and support each other.
7. Inspire: Use our platform to promote sustainable property initiatives as well as business practices that benefit clients, communities and the planet.

Our challenges

Elite Agent welcomes all real estate professionals committed to growth and excellence. To achieve our mission, we champion positive change and oppose forces that hinder our industry’s progress:

These forces include:

• Complacency that stifles innovation, including statements like, “We’ve always done it this way.”
• Short-term thinking that prioritises transactions over lasting relationships.
• Avoiding clickbait stories or narratives that unfairly tarnish the reputation of hardworking industry members.

Our community is built on mutual respect, shared knowledge, and a commitment to elevating the real estate profession. We believe in every agent’s potential to make a positive impact, and we’re here to support that journey.

Together, we’re not just adapting to real estate’s future—we’re reimagining its potential and making it a reality.