CEO Insights: Why Relationship Building Still Beats AI in 2026

Tony Morrison has facilitated one in every four property transactions in Tasmania for years. The CEO of Harcourts Tasmania built a BRW Fast 100 company in his early 20s, then made the counterintuitive decision to join a franchise network – and hasn't looked back.

In this conversation with Samantha McLean, Tony shares his "Home Ground Advantage" approach to listing presentations – a method that goes against standard training but dramatically improves conversion rates. He explains why doing your pitch in the office (not the vendor's kitchen) gives you control, brings your whole team into the equation, and helps less confident closers win business they'd otherwise lose.

The episode delivers practical advice for agents at every stage: how to rebuild momentum after a dry spell by focusing on buyers, how to have price adjustment conversations without damaging the relationship, and what Tony looks for when hiring. His final message is simple – the agents who build the most relationships earn the most money. If you've been hiding behind emails and social posts, this is your prompt to get face to face.

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