Andy Reid launches new training to lift real estate standards

Andy Reid has launched a new coaching platform aimed at lifting standards in Australia's real estate industry by providing practical, psychology-based training for agents.

No more hype

Andy Reid, named Australian Auctioneer of the Year in 2022 and a well-known performance coach, has introduced the S.O.L.D Network for real estate professionals who are seeking more substance in training. The platform is priced at AUD $30 per month and offers a suite of resources, including video modules, live group sessions, peer support, and direct guidance from Reid himself.

Reid has voiced frustration at what he describes as empty promises and superficial advice common within the sector. He said the new platform was designed for agents tired of recycled scripts, costly seminars, and webinars offering little practical value. "There's too much theatre in this industry and not enough substance. This platform cuts the crap," Reid said. "If your coaching session feels more like a TED Talk than a tactical plan, you're in the wrong room."

Industry challenges

The Australian real estate sector is experiencing a period of transformation, partly driven by economic pressures and growing public scepticism. According to Reid, many individuals entering the profession face significant obstacles. "The fact is that 70% of new agents leave the industry within 1 year, as a result of strained profitability and the lack of time available for directors to nurture fresh talent."

Reid pointed out that new agents are often left without significant support. "Too many agents are thrown into the deep end with just a login and a script. That's a big reason why our profession ranks so low on the trust scale," he said. "This platform is about rebuilding skill and confidence – because that's what allows clients to feel & see value in the service."

Trust remains a key issue for the industry, with real estate agents regularly ranking among Australia's least trusted professions. Recent data also suggests that over AUD $318 million was lost to property-related scams in the past year, including fake listings and payment fraud. In contrast, the Australian e-learning market has grown beyond AUD $10 billion, highlighting a demand for accessible and practical upskilling. However, completion rates on digital courses are low if participants lack accountability, with one cited Harvard study indicating a completion rate of just 5.5% for such courses.

A shift in approach

Reid aims to confront the industry's reliance on scripts and performance, instead promoting skill development based on real-world interaction and customer psychology. "The truth is, most agents are too busy chasing listings instead of building a connection with clients. They are so focussed on what they do that they don't pay attention to the customer while they do it."

"You don't get better by watching more motivational videos. You get better by doing the work, getting real feedback, and being held to account."

Founder's perspective

Reid believes that advances in artificial intelligence could make many current roles redundant, especially those dependent on formulaic sales tactics. "AI will displace a large chunk of the industry – likely 80 percent of agents who just follow scripts and chase listings," Reid said. "But for the agents who want to interpret the market, manage pressure, communicate with clarity and earn greater value? This platform is built for them."

He added, "If you're just memorising scripts and winging it at open homes, you're already on borrowed time. This is about learning how to actually think and operate like a professional."

Focus on practical results

The S.O.L.D Network delivers focused training across five key areas identified by Reid: understanding client behaviour and managing anxiety in transactions; negotiating under pressure; developing ethical sales strategies; fostering resilience and accountability; and delivering information that adds value beyond the transaction.

The training, delivered via the Skool platform, is available to both newcomers and experienced real estate professionals. Members access live sessions and direct feedback from Reid, whose approach is described as practical and rooted in behavioural psychology.

Alongside his coaching work, Reid is also an author, podcast host, and charity auctioneer, having raised more than AUD $4 million for various causes throughout Australia.

Reid commented, "You don't need more motivational fluff. You need someone who's been in the trenches, knows what works, and tells it to you straight."