reveals – Real Estate Master https://realestate.vmondeika.com Breaking News & headline Sun, 23 Aug 2026 19:00:26 +0000 en-US hourly 1 https://wordpress.org/?v=7.1 Shopper stampede reveals how Glassons became a Gen Z cult favourite https://realestate.vmondeika.com/shopper-stampede-reveals-how-glassons-became-a-gen-z-cult-favourite/ https://realestate.vmondeika.com/shopper-stampede-reveals-how-glassons-became-a-gen-z-cult-favourite/#respond Sun, 23 Aug 2026 19:00:26 +0000 https://realestate.vmondeika.com/shopper-stampede-reveals-how-glassons-became-a-gen-z-cult-favourite/

The Glassons store launch mobilised a cult following. Picture: TikTok

OPINION

Reports of a “stampede” at the opening of a Glassons store at Westfield Miranda sounded like a potential scene from Kath and Kim.

I was shocked to see the pictures of hundreds of young women, donning White Fox tracksuits and Ugg boots, storming their way up the escalators, after gathering en masse, pre-dawn, in a horde of hoodies, to muscle their way to the bargains inside.

It was like a physical, real life version of a website crashing during an online sale.

Completely bewildered by this, I showed my wife, asking if we had “reached peak stupid.”

Her response?

“What is this? Is this something I need to be stampeding for?”

And then it hit me, this was a stroke of marketing genius.

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The horde in hoodies mounts an escalator charge towards the new store. Picture: TikTok

Creating a stampede was a brilliant way to create brand awareness for a retailer.

We’ve all seen stories about 3am queues for those god awful Labubu dolls (up to $50 for a horrific soft toy); or the long lines outside cult pearl tea stores; or pop-ups of the latest fad burger store from the US.

I’m pretty sure even my GP likes to let the waiting room fill up at her practice just to create a sort of Studio 54 vibe, where if you’re not sick, you’re missing out on something super cool.

But a stampede? Outside of the annual Boxing Day sales, or the seasonal migration of bison across the North American plains, you rarely see them.

Perhaps the closest we’ve seen is the drop-in stock sales at Aldi, where all of a sudden, they might sell discount ski jackets for a weekend. I know my mother in law has put her elbows to work in a few of those sales.

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Why rely on a queue to show how in demand your products are? People waiting patiently in line does not scream urgency. But a stampede is a display of pure desperation!

Young women, with their whole lives ahead of them, prepared to risk life and limb to be first into a shopping centre retail outlet.

Labubus … horrendous. Instagram

One TikTok vlogger described being “literally bullied” in the rush, women screaming as they sprinted for the front, people falling over on the stairs and a potential broken wrist. She claimed police should have been present to stop people fighting and getting injured.

Of all the events that could attract calls for a police presence, could you ever imagine it would be this?

It’s like one of those ironic fashion T-shirts that say ‘Paris, London, Milan … Broken Hill’.

Imagine: ‘Political rally, visiting diplomat, Pope touring … opening of suburban Glassons outlet’.

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Glassons must have some pretty cool stuff, right?

Years ago I lived near a major shopping centre, which contained a Glassons. It was rare to see more than two or three people in that store at a time. My limited understanding was that Glassons sold pretty basic clothes that weren’t overly expensive. They weren’t popular enough to fill all their fitting rooms at once, let alone spark a stampede.

So what are they doing differently these days?

Engaging influencers such as Sophia Begg has helped boost Glassons’ following.

A look at their website shows … some pretty basic clothes that aren’t overly expensive. Though the models look edgy and everything links to a social media presence.

Some further digging revealed that a rebrand a little over a decade ago saw Glassons pivot towards fast fashion aimed at Gen Z shoppers. That affordable pricing, along with successful social media marketing using influencers (they have someone called Sophia Begg, who appears to be popular) and rapid inventory updates seems to have gained Glassons a cult following.

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To create a stampede, they merely needed a small tweak to mobilise that following. On this occasion, it was simply opening a store with the promise of gift vouchers and curated gift boxes for the first through the doors.

And, hey presto! A new trail of influence has been blazed.

People who knew about Glassons already are probably not surprised. People who thought they knew about Glassons now know that something has changed to make it stampede-worthy. People who had never heard of Glassons now know all about it. A retail masterclass.



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Rev­o­lu­tion next: What ICNY 2026 re­veals about real estate’s future https://realestate.vmondeika.com/revolution-next-what-icny-2026-reveals-about-real-estates-future/ https://realestate.vmondeika.com/revolution-next-what-icny-2026-reveals-about-real-estates-future/#respond Thu, 12 Mar 2026 22:00:02 +0000 https://realestate.vmondeika.com/revolution-next-what-icny-2026-reveals-about-real-estates-future/

As tech tools change, Roland Kampmeyer writes, the real estate professional must double down on the things that only humans can do with service and sensitivity.

I start every year by attending Inman Connect in New York. I’ve been attending since 2011. This year, the conference celebrated its 30th anniversary. I’ve personally witnessed roughly half of that history.

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What has drawn me to New York for 15 years is the chance to broaden my perspective. The exchange with international colleagues, the direct contact with the tech industry, the impulses from speakers in entirely different fields — all of this helps me recognize trends earlier and see things differently.

Back in 2017, I called the experience “double exhilarating” on these pages — and that hasn’t changed. Inman Connect isn’t an obligation for me; it’s a deliberate way to start the year. And this year, the message was clearer than ever.

AI is no longer a tool. It’s a ques­tion of mind­set  

Brad Inman presented a thesis in his keynote that has stayed with me. He positions artificial intelligence as the fifth industrial revolution — after steam power, electricity, computers and the internet.

Inman’s core message is surprisingly sober: AI amplifies what’s already there. Those who work responsibly and with substance will get better. Those who don’t will become irrelevant faster.

He drew a parallel to the first Inman Connect in 1996, when just 1 percent of all listings were online. Back then, there was the same mix of skepticism and excitement that we’re seeing with AI today. Inman called it “joyful intelligence” — the ability to meet technological change with curiosity rather than fear.

It’s not about whether we use AI. Most of us already do. It’s about the mindset with which we use it. AI doesn’t save broken business models. But it can elevate solid work, genuine market expertise and strong client relationships to a new level. That’s the mindset question our industry needs to ask itself.

From text ma­chine to digi­tal team mem­ber  

The dominant technology theme of the conference was the next concrete step: agentic AI. Until now, most of us have used AI as a single-purpose tool — give ChatGPT a task, get a result, refine it. This first wave of generative AI remains reactive.

The second wave works fundamentally differently: autonomous, goal-oriented systems that independently execute multi-step tasks, adapt to context and deliver results with minimal human oversight. The pace is staggering:

  • OpenClaw, a personal AI agent that went from a solo developer’s side project to 195,000 GitHub stars in weeks, was just acquired by OpenAI.
  • Anthropic’s Claude Code lets developers delegate entire coding workflows from the command line.

These aren’t prototypes, they’re products.

What that means in practice: Instead of generating individual texts, an AI could soon orchestrate an entire acquisition process from data matching to initial outreach to structured follow-up. Several proptechs showcased first platforms at the expo that promise exactly this. The industry in the U.S. is visibly moving from individual AI tools toward AI-powered operating systems for real estate firms.

At KAMPMEYER Immobilien, we’re working on similar approaches: an AI-powered acquisition coach for our advisors, an intelligent database that learns from 30 years of client and transaction history, and AI-driven processes for listing creation and property search.

The challenge isn’t the technology itself but how to integrate it without losing what defines our work at its core: personal, substantive consulting.

When AI search­es in­stead of Google  

Jeff Lobb of SparkTank Media presented a startling finding: 37 percent of U.S. consumers already use AI-powered search instead of traditional search engines when looking for services. Instead of typing “Best real estate agent in my area” into Google, clients ask ChatGPT — and get a curated recommendation. If you don’t appear in that answer, you lose potential clients without even knowing it.

AI scans everything digitally available about a company: websites, blog articles, social media profiles, reviews. A single negative phrase can appear more prominently in the AI-generated summary than a hundred positive entries.

Lobb’s warning was unmistakable: Those who don’t adapt risk the same fate as BlackBerry. This shift hasn’t hit every market with the same intensity yet. But the question isn’t whether, but when.

The more AI, the more im­por­tant the hu­man  

Amid the technology enthusiasm, the conference had a clear counterpoint. The marketing leaders of eXp Realty, Keller Williams, and Compass International Holdings agreed: AI is a good starting point, but no substitute for the human advisor. Ryan Serhant put it in a memorable formula: AI should multiply agents, not replace them.

The insight that ran through the entire conference was this: The more powerful the technology becomes, the more valuable what it cannot do becomes. Building trust, understanding complex life situations, striking the right tone in difficult negotiations — these remain core human competencies.

The best real estate professionals of the future won’t just be executors. They’ll be orchestrators who deploy AI strategically to focus on what truly matters: the relationship with the client.

AI doesn’t make the advisor obsolete. It makes the mediocre advisor obsolete. Those with substance will become stronger through AI.

And now?

When I first attended Inman Connect in 2011, David Carr of The New York Times gave a keynote called “When the Future Moves in Next Door.” His core message: The tools change, but the craft and its values remain. Nobody talked about artificial intelligence back then. Fifteen years later, Carr’s message is more relevant than ever.

This transformation is an opportunity for those willing to combine technology with substance. As I wrote in my AI manifesto last fall: doing nothing is not an option, but blindly chasing every technological trend isn’t either. Inman Connect 2026 confirmed that conviction.

Brad Inman’s message for the fifth revolution is simple: Technology rewards those who use it with responsibility and substance. That’s true in New York. That’s true everywhere. And it’s true right now.

Roland Kampmeyer founded KAMPMEYER Immobilien in 1995 and has since built one of his region’s leading residential brokerages with offices in Cologne, Bonn and Düsseldorf, Germany. Connect with him on LinkedIn.

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