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In this episode, James Kendall and Ian Storey share their weekly market updates and what they are seeing on the ground. They break down current sales performance, shifting market sentiment, and how pricing strategy needs to match reality if you want traction from buyers. A big focus is placed on direct mail and why quality matters more than volume, as well as how premium marketing influences perception, enquiry levels, and ultimately fees. The conversation also touches on mortgage rate sentiment, buyer behaviour, and why modern estate agents need to think like media businesses to stay relevant and win the right instructions.