Simon Cohen's guide to buying prestige Sydney real estate

Since bursting onto our screens with Amazon Prime’s Luxe Listings Sydney, prestige buyer’s agent Simon Cohen has become a household name. The co-founder of agents Cohen Handler and brand ambassador for H&R Block has been selling some of Sydney’s priciest properties for more than a decade now and is now considered the highest grossing real estate agent in the country.

He spoke to Kanebridge News about the challenges and triumphs of working in the Sydney market.

What in your view is the best real estate market to invest in right now?

Without question, Sydney. It’s the market that increases the most and has the least drop when things go bad.

What is the best way to manage a luxury property portfolio in a market where both prices and interest rates are increasing?

Don’t freak out! Always know that if you’re in the right city, the right suburb and in a blue-chip location, that your property and investment will always be safe. Stay strong, stay believing in your asset and ride the wave.

Simon Cohen attends the premiere of Luxe Listings Sydney Season 2 on March 31, 2022 in Sydney, Australia. (Photo by Saverio Marfia/WireImage)

How realistic is Luxe listings? What has surprised you about working on the show?

It’s certainly a reality TV show, so it’s very realistic. All the deals and properties are real. What surprised me the most, is how much love and enjoyment people and viewers have got out of it from all around the world.

Where does an agent with your reputation and experience choose to live?

I currently live in Elizabeth Bay and I’m currently building one suburb away, in Potts Point.

What services can a buyer’s agent provide?

Sourcing every property that exists out in the marketplace, doing the due diligence and valuations and being able to help negotiate the lowest price possible for the purchaser.

Simon Cohen has specialised in selling in Sydney’s eastern suburbs

What’s your advice for people looking to make their first investment in the residential property market?

“First time property investment can be complex and overwhelming, so seeking advice from experts. (Look for) a team that can provide the guidance and work with you every step of the way to advise on what tax deductions to consider (i.e. stamp duty, capital gains, and land tax) when considering your first investment property. Don’t get emotional. Buy where (you are) going to have the best capital growth and the greatest yield. Look for properties in the best blue-chip locations as you can afford and as close to major cities as you can afford, because they are always the ones that are going to have the best return.

How can a buyer’s agent assist overseas buyers interested in the Australian market?

A buyer’s agent is especially useful for overseas buyers because we’re giving them the in-depth understanding of what’s happening in the marketplace in which they are looking to buy in. We’re able to give them access to off-market properties and also point out things that they’re not able to see such as the warts, the problems the things that the shiny, beautiful photos might not show. Investing in an overseas property can be a lucrative opportunity for many buyers, but it can also come with its own set of challenges and complexities, especially when it comes to navigating the tax implications of such a purchase. This is where partnering with a H&R Block tax experts can be extremely valuable.”

Property has always been about more than buying and selling. A home can represent a fresh start, a long-term investment, an architectural idea or a connection to a particular neighbourhood. Even when people are not planning a move, many still enjoy following the market, researching local areas and discovering the stories behind remarkable homes.

Atlas Real Estate is responding to that wider interest by creating more ways for people to engage with property. Bringing listings, market information, local perspectives and lifestyle stories together, Atlas offers a destination for anyone curious about homes and the communities surrounding them.

It reflects the reality that people approach real estate with different needs and motivations. One visitor might be actively searching for a new home, while another may want to understand recent results in their suburb. Others might be keeping an eye on changing market conditions, exploring an unfamiliar area or simply appreciating thoughtful architecture and premium residential design.

At atlas.com.au, those interests meet in one place. Visitors can browse properties for sale and recent results, while also exploring market insights, featured homes, local stories and introductions to the people behind Atlas. The result is an experience designed to remain relevant before, during and after a traditional property transaction.

“We’re reimagining real estate around how people actually engage with property today — bringing together market insight, exceptional homes, local perspective and lifestyle in a way that feels more relevant and useful,” says Michael Coombs, Director of Atlas Real Estate.

That approach recognises that an interest in property rarely begins on the day someone decides to buy or sell. A future buyer may spend months learning about suburbs, monitoring prices and refining their sense of what they want. A homeowner might follow nearby sales to understand the changing value and character of their area. An investor may be looking for broader market context, while a design enthusiast may be drawn to an exceptional renovation or a distinctive piece of architecture.

By accommodating those different forms of curiosity, Atlas aims to make engaging with real estate feel less transactional and more connected to everyday life. Property is shaped by its surroundings: the streets, businesses, landscapes and people that give a place its identity. Understanding a home therefore means looking beyond its floor plan or sales history to consider the lifestyle and community that come with it.

This broader perspective also gives local stories a meaningful role. Suburbs are constantly evolving, influenced by new businesses, changing demographics, design trends and the people who choose to make them home. Content that explores these forces can help readers build a richer understanding of an area, whether they are preparing to move there or simply want to stay informed about their own neighbourhood.

The same is true of market information. Sales results and property data are most useful when they are accessible and supported by context. Bringing recent results together with insights and local knowledge can help people follow the market on their own terms, without suggesting that every visit must lead immediately to a transaction.

For Atlas, this thinking forms part of “Real Estate, Reimagined”, its broader brand campaign focused on using brand, creativity and technology to deliver a more relevant, useful and human real estate experience. Rather than treating technology as an end in itself, the emphasis is on how it can make property easier and more engaging to explore.

That human focus matters because real estate decisions are often closely tied to significant moments in people’s lives. A move may be connected to a growing family, a new job, a change in lifestyle or a long-held ambition. Even outside those milestones, homes and neighbourhoods remain a source of interest because they reflect how people live and how communities develop.

Atlas’s approach makes room for both the practical and aspirational sides of that interest. Readers can seek out information with a clear goal in mind or browse simply because a property, place or story captures their attention. In either case, they can move easily between homes, results, market perspectives and local inspiration.

The ambition is not to redefine why people care about property, but to reflect the many reasons they already do. By combining useful information with engaging editorial content, Atlas is creating a place for buyers, sellers, homeowners, investors and the property-curious alike.

Whatever brings you to property, discover more at atlas.com.au

Simon Cohen’s guide to buying prestige Sydney real estate

The Luxe Listings star on the best way to manage a prestige real estate portfolio in uncertain times