The 400% Listing Advantage Nobody's Using

The data-driven truth about what actually moves the needle

Author

Elite Agent Editor
November 08, 2025

THOUGHT LEADERS
REAL ESTATE REIMAGINED

This week: Samantha McLean sits down with Mark McLeod, Chief Strategy Officer at Ray White, who oversees strategic direction for 1,000+ offices across Australia and New Zealand. With 15 years of proprietary data tracking buyer behaviour, seller psychology and agent performance, Mark's not guessing. He's reading the scoreboard. And what the numbers reveal about coaching effectiveness might make you rethink everything.

If you suddenly found yourself in a role where your job was to lead a team… what would you rely on?

Instinct and experience? Or something else….

Mark McLeod is Chief Strategy Officer at Ray White, overseeing 1,000+ offices. His team tracks 2.5 million interactions every month – calls, texts, appraisals, the lot. Fifteen years of data on what actually moves the needle.

But here's why you should listen to this conversation – Ray White’s data reveals a massive gap between what leaders think matters and what actually drives real results.

"Most agents' financial ambitions are completely incompatible with their appraisal numbers," Mark says.

The numbers tell the story: agents who meet vendors on the property have a 400% higher listing win rate. Desktop appraisals? Maybe not exactly your best move.

Then, there may be an uncomfortable truth for leaders: most think they're coaching when they're actually just managing. Mark's framework strips away instinct and replaces it with facts. But the real issue? "Nothing becomes important to a team until it becomes ultra important to the leader."

You can check out the full conversation here 😀 

Why hit play (40< min):

  • The exact data point that predicts listing success

  • Mark's "hierarchy of communication" framework and why only certain levels build relationships

  • Why appraisals aren't about listings (they are about something else!)

Plus, much more.
– Samantha McLean

Thought Leaders Podcast

PS. Interested to learn more about the performance coaching sprint, or becoming a performance coach? Sign up at coachlab.eliteagent.education.

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Elite Agent is the definitive platform for ambitious agents and industry players. Thought Leaders is the weekly show where top operators reveal how they’re reinventing real estate. AI-Powered Agents is your playbook for deploying AI that sells homes and scales teams.

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