🎙️ EAM Live with Simon Gates – The Power of Accountability, AI in Conveyancing & Reimagining Estate Agency Fees

In this energetic live recording of EAM Live, Simon Gates joins the stage for an honest, insightful, and at times hilarious discussion on what really drives performance and sustainability for self-employed estate agents. From the importance of having accountability, to the transformation AI is bringing to conveyancing, and the urgent need to rethink the "no sale, no fee" model — this one is packed.

🔑 What You’ll Learn in This Episode:

• Why self-employed agents often let themselves down — and how to combat that

• The critical role of mentorship vs management in building agent resilience

• How a single door knock changed Simon’s career — and why “one more door” matters

• Real talk on AI: why conveyancing may evolve faster than agency

• How to implement accountability mechanisms that actually work

• The case for upfront marketing fees — and the psychology behind “commitment fees”

• Marginal fee gains: why increasing your fee from 1% to 1.1% is a win

• How agents can stop “discounting dishonestly” and start charging with confidence

• Why consistency beats perfection in content creation

💬 Memorable Moments:

• “You never let today’s business get in the way of tomorrow.”

• “Self-employed agents fail not because of money — it’s mindset.”

• “If it weren’t for Olivia singing ‘One more door’ down the phone, I wouldn’t be sat in this chair.”

• “People don’t want to speak to someone — they want to self-serve until something goes wrong.”

🤖 AI Talk:

• How AI is poised to transform conveyancing within 6 months — faster than estate agency

• Why standardisation + automation could radically speed up the sales process

• The role of voice notes, Zaps, and automation in the future agent toolkit

💸 Rewriting the Fee Model:

• How firms like Preston Baker are using tradeables to justify higher fees

• Upfront payment success stories: 80% of clients paying at least something before listing

• The “commitment fee” approach — and how language shifts perception

🍻 Bonus Bits:

• Why Amazon sets the standard for consumer expectations

• Where to head for post-event pints (hint: it’s named perfectly for Simon and co.)

• Unfiltered banter, shoutouts, and a few roastings

🧠 Whether you’re an independent agent, team leader, or just agency-curious, this episode is loaded with tangible insights to take back into your business.

👉 Got value from this episode? Don’t forget to subscribe, share, and leave a review!

This week, we're joined by lead gen expert John Paul (JP) to tackle one of the most important (and most misunderstood) parts of any agency’s success: *lead generation*. Whether you’re in Birmingham, Belfast, or Bogna Regis, if you don’t have a consistent lead gen strategy—this episode is your wake-up call. Expect big insights on omnichannel marketing, sales psychology, and actionable ways to stop being a “busy fool” and start building real pipelines.🧠 What You'll Learn📊 The Truth About Lead GenerationLead gen is no just marketing—it’s about data, consistency, and proper sales follow-up. Marketing gets the phone ringing; sales is what happens once you pick it up.🧩 Strategy First, Tactics Later Digital ads, content, direct mail, door knocking—they all work. But without an overarching marketing strategy that links back to your goals, you’re just “throwing stuff out and hoping.🧠 Sales Psychology Is Your Secret WeaponWant more ROI from your marketing? Think like a *sales psychologist*, not an estate agent. Understand behavior. Use language that connects. Drop the industry jargon.💡 One Surprising High-ROI Tactic Handwritten letters—but with a psychological twist. Offer tips, name the current agent positively, and become the trusted backup—not the competitor.📞 Inbound vs. Outbound CallsInbound leads are motivated. Outbound needs a hook. Prioritize outbound calling daily and make it non-negotiable. "Your roof can fall down—finish your prospecting session first."☎️ Top 5 Outbound Conversation Starters What to say when calling your old database:1. Anniversary check-in: “Can you believe it’s been 3 years since we sold your house?”2. Landlord updates: “Have you seen the latest changes in rental reform? Need help?”3. Compliance tip-off: “Can I offer a quick compliance health check?”4. Market updates: “House prices in your area have shifted—want a free update?”5. Newsletter opt-in: “Can I send you our weekly update? No hard sell—just value.” 📈 Optimisation Tips- Aim for 5–6 minutes per call—the sweet spot for results.- Always end the call yourself, respectfully and confidently.- Tracktime of day, call reason, conversion type, and outcome.- Prioritise lead gen in your diary—everything else wraps around it. Mindset & Influences to Follow- Daniel G– Raw sales energy meets mindset mastery.- Andy Elliot – High-octane, no-BS training.- Underdog Sales (TikTok) – Humorous, disarming cold-call tactics.- Sun Tzu Quote (CB’s fave): *“Tactics without strategy is the noise before defeat.”* 🛠️ Tools Mentioned- ProspectorPro.co.uk – AI-enhanced prospecting platform designed for agents who want smarter, consistent outreach.🙌 Connect with JP📸 Instagram: @johnpaulbusinesscoach🌐 Website: http://prospectorpro.co.uk🎬 Final Thought👉 “Consistency beats talent. Every single day.”Make prospecting your non-negotiable daily habit, not a side task.

In this episode, Chris Buckler welcomes the renowned Stephen Brown to discuss the critical importance of building and nurturing a robust database in the estate agency business. They dive into practical strategies for new and established agents, emphasising the value of personal connections, targeted communication, and consistent engagement. Stephen shares actionable tips for growing your database, maximising referrals, and turning clients into lifelong advocates.

The Importance of a Database: Moving beyond the "spray and pray" approach of general canvassing. Building genuine relationships with potential clients.Positioning yourself as the go-to agent when clients are ready to transact.Growing Your Database as a New Agent:Leveraging your existing personal network. Asking for referrals using targeted questions ("Who in your world..."). Providing valuable local market insights.Using disruptive questions to encourage engagement.Effective Communication Strategies:Personalising interactions and avoiding generic approaches. Providing value beyond property listings (local events, business recommendations).Utilizing contact cards and follow-up messages.Sending birthday messages.

Database Management and Tagging: Categorising contacts for targeted communication.Scheduling regular engagement activities.Focusing on creating "raving fans."Providing a stay in touch policy for past buyers.Maximising Referrals and Client Loyalty: Asking for referrals using specific questions ("Who of your neighbors...").Staying in touch with past clients and celebrating anniversaries.Providing exceptional customer service to create lifelong clients. Avoiding Common Communication Mistakes: Generic valuation requests.Failing to capture contact information. Asking generic questions instead of engaging in meaningful conversation.Not scheduling time for lead generation. Prioritise building and nurturing your database.Ask targeted questions to generate referrals. Provide valuable local market insights and community information.Personalize your communication and focus on building relationships. Schedule time for lead generation and database management.Always make "one more call". Treat every client as a client for life.

Resources: Stephen J Brown Consultancy (Google, LinkedIn, Facebook, YouTube)Instagram: @StephenBrown54 Jeb Blount - Fanatical Prospecting. Tom Ferry.John McGrath. Con Kollias.

Call to Action:

Implement the strategies discussed to grow your database and enhance client relationships.Follow Stephen Brown and the recommended industry leaders for more insights.Share this episode with fellow estate agents seeking to improve their business.In this episode, Chris Buckler welcomes the renowned Stephen Brown to discuss the critical importance of building and nurturing a robust database in the estate agency business. They dive into practical strategies for new and established agents, emphasizing the value of personal connections, targeted communication, and consistent engagement. Stephen shares actionable tips for growing your database, maximising referrals, and turning clients into lifelong advocates.

In this episode, Chris is joined by the legendary Sam Ashdown—a powerhouse when it comes to direct mail strategy for estate agents. Whether you're in Birmingham, Belfast, or Bognor Regis, if you're unsure where to start with direct mail or struggling to make it work, Sam delivers a masterclass in consistency, clarity, and copywriting that converts.Expect practical advice, juicy anecdotes, and a few mic-drop moments. What You’ll Learn:- 🎯 Where to start with direct mail Hint: define your goal first!- 📬 The difference between high-value campaigns and mass-market mailings- 🧠 How to get team buy-in using Sam’s Lead Generation Planner- 📝 The *pillar letters* you should always be sending: - On the market letters - monthly, not trigger-based - Not on the market market update letters - quarterly - Withdrawn/Try Again emotional storytelling letters - Plus: buyer waiting, just listed, and valuation-in-your-street letters - 💌 Envelope secrets that dramatically boost open rates - DL size, blue pen, handwritten, stamp not franked- 📏 How to write like a pro: The "Box 5" envelope method- 💡 Why simplicity and consistency *always beat* flashy or complicated campaignsSam’s Top 5 Mistakes Agents Make with Direct Mail:1. Talking about themselves in the letter 2. Believing generic leaflets still work 3. Inconsistency in sending mail 4. Sounding too corporate - ditch the "we" and formal tone 5. Cutting costs with franking - it’s killing your open rateThe Gold Is in the Story:Sam’s winning “Try Again” letter format uses real, emotional stories to relate to withdrawn vendors without telling them how they should feel.Free Resources & Templates:Sam is sharing a treasure trove of goodies mentioned in this episode, including:- Envelope-writing guide - Direct mail planner - Letter templates - Possibly a video walk-through📥 Grab everything here: https://ajmastermind.co.uk/eam 🔁 Key Takeaway:A consistent rubbish letter beats an inconsistent great one—but aim for both: great and consistent.

In this episode of Estate Agency Mastery, we tackle one of the most debated topics in the industry: door knocking. Love it or hate it, door knocking can be a powerful tool for generating leads—if done correctly. Joining us today is a lead generation guru who has pioneered the Frozen Pea Method, a unique approach to warming up cold conversations and winning listings.

What We Cover:

- Why Most Agents Avoid Door Knocking – Overcoming the fear of rejection and understanding the psychology behind it.

- Mindset and Confidence– How to shift your perspective to embrace the challenge.

- The Drive to Five Initiative – Why securing your first five listings changes everything.

- Winning Opening Lines – Scripts that work to engage homeowners and break the ice.

- Targeting the Right Homes – Expired listings, withdrawn stock, and stale properties—how to turn these into new opportunities.

- The Frozen Pea Method – A creative approach that builds trust and positions you as the go-to agent.

- The Power of Consistency – How showing up regularly can make vendors feel obligated to engage with you.

- Unconventional Strategies – Burnt letter envelopes, eye-catching stamps, and other attention-grabbing techniques.

- Building Local Authority – How becoming a market expert sets you apart from the competition.

Key Takeaways:

✅ Fear of rejection is just an illusion—every “no” gets you closer to a “yes.”

✅ People don’t like admitting they made a wrong choice—frame your conversations wisely.

✅ A well-crafted opening line can make all the difference.

✅ Consistency and persistence are key to winning business.

✅ Creative marketing strategies, like the Frozen Pea Method, can open doors (literally!).

✅ Local property knowledge is your secret weapon—talk about what matters to your audience.

Welcome back to Season 2 of Estate Agency Mastery! After an incredible first episode, we’re diving straight into another insightful conversation. In this episode, we welcome Spencer Lawrence from Paramount to discuss the transformative power of community engagement in estate agency.Spencer shares his expertise on how being an active community member isn’t just a marketing tool but a long-term strategy for building trust, reputation, and business growth. We explore the concept of authentic engagement, the slow-burn effect of community involvement, and how agents can align their efforts with sustainable projects rather than short-lived sponsorships.From food bank initiatives to long-term local projects like the Mill Lane Bridge restoration, Spencer illustrates how estate agents can make a meaningful impact while also organically generating leads. If you’ve been wondering how to effectively integrate community engagement into your business, this episode is packed with actionable insights!Key Topics Covered:1. Why Community Engagement Matters - How community involvement humanises estate agents. - The slow-burn approach vs. instant gratification in lead generation. - Building authentic relationships beyond property transactions.2. Aligning Your Business Model with Sustainable Community Projects - Avoiding the “box-ticking” approach to sponsorships. - Long-term vs. short-term community initiatives. - The role of estate agents as facilitators of positive local change.3. Case Study: The Mill Lane Bridge Project - How Paramount helped restore an iconic local landmark. - Working with councils, schools, and local artists. - The lasting impact of projects that connect deeply with the community.4. The Power of Authentic Presence - Why simply sponsoring a football team isn’t enough. - The importance of being physically present at community events. - How personal interactions turn into brand advocacy.5. Integrating Community Engagement into Business Growth - How to use community work for recruitment and team culture. - Segmenting your database for personalised, valuable outreach. - The role of social proof and third-party endorsement in estate agency.6. Practical Ideas for Immediate Implementation - Setting up a branded Book Nook for local book exchanges. - Creating a community calendar featuring local children's artwork. - Partnering with local markets to distribute reusable, branded tote bags.Key Takeaways: - Community engagement isn’t a direct sales tool, but it builds trust and recognition over time. - Authenticity is crucial—don’t just “tick the box” with sponsorships; be present and involved. - Long-term projects leave a lasting impact and create deeper connections. - Estate agents who invest in their communities naturally attract better clients and team members. Action Steps for Listeners:1. Identify a long-term community project that aligns with your brand values. 2. Spend time physically present at local events—not just as a sponsor. 3. Segment your database to provide valuable, community-driven content. 4. Consider small, sustainable initiatives like book swaps or branded tote bags. 5. Ensure community involvement is part of your agency’s culture, not just a marketing tactic.Resources & Links:- Learn more about Paramount: https://www.paramount-properties.co.uk- Follow Spencer Lawrence on LinkedIn: https://www.linkedin.com/in/spencerlawrence/Subscribe & Review:If you enjoyed this episode, please subscribe and leave us a review! Your feedback helps us bring more insightful conversations to the estate agency community.

Season Two of Estate Agency Mastery is here, and this season is all about lead generation. We’re kicking things off with a discussion that might surprise you – digital marketing and creating *strong online presence as an independent or self-employed estate agent.Our guest, Chris K, is an expert in this space and joins us to share practical strategies for building a digital footprint**, mastering social media marketing, and making Facebook and Instagram work for your estate agency business.Key Topics Covered:✅ Why independent and self-employed estate agents struggle with digital marketing✅ The importance of **choosing one social media platform** and sticking with it✅ Daily posting strategies – what to post even if you don’t have new properties✅ The power of **personal branding** and why you should be more than just property posts✅ How to build **trust and engagement** on social media (No Like Trust model)✅ Understanding **Google Ads vs. Facebook Ads** – where should you invest?✅ Why **Google Search Ads** are a must for estate agents (and what to budget for them)✅ The importance of **remarketing** – how to stay top of mind with potential clients✅ Common mistakes agents make with digital marketing (and how to fix them!)✅ The **#1 mistake** agents make when posting properties on social mediaChris K’s Top Digital Marketing Tips for Estate Agents🚀 Post consistently – daily posts help you stay visible and build your audience🚀 Engagement first, sales second – warm up your audience before pitching🚀 Retargeting is key – don’t let potential clients slip away🚀 SEO is dead – pay to play – why Google Ads should be part of your strategy🚀 Track everything – make sure you’re collecting data and optimising results*Resources & Mentions:🔗 Follow Chris K for more digital marketing insights (Instagram: @ChrisKMarketing)🔗 Google Search Ads – Start with a small budget (£5–£10/day)🔗 Meta Ads – Use Facebook retargeting ads to stay in front of potential sellers🔗 AI Ad Launchers – Automate your ad creation for better results🔗 Follow these marketing leaders for inspiration: - Alex Hormozi - Gary Vee - Tony Robbins - Brendon Burchard

Welcome back to Estate Agency Mastery -CHRISTMAS EDITION! In this special live Christmas edition, we’re joined once again by the one and only Simon Gates, whose previous appearance was our most viewed episode. Simon shares three actionable tips to target withdrawn properties as we enter the start of 2025. Whether you’re in Birmingham, Belfast, or Bognor Regis, this episode is packed with strategies to help you connect with sellers and stand out from the competition.

What You’ll Learn in This Episode:

1. Just Do It – Why agents need to act fast and stop over-planning when targeting withdrawn properties.

- Key insight: 50-55% of properties don’t sell, and nearly half of those will return to the market within a year.

- How to use these statistics to gain a competitive edge.

2. Direct Mail That Works – Tips for writing letters that get results.

- Personalise your approach: Colored envelopes, handwritten addresses, and stamps make a huge difference.

- What to include in your letter: Highlight success stories like “We sell properties other agents can’t.”

3. Leverage Your Own Withdrawn Data – Don’t forget properties that withdrew from your agency.

- Why staying in touch matters: Sellers may still be motivated to move.

- Scripts for re-engaging past clients, even if the relationship was tricky.

*op Direct Mail Tip:

- Use a **PS (Postscript)** and a QR Code at the bottom of your letter to include a strong call-to-action.

- Example: PS: Scan the QR code to see how many buyers are registered in your area right now!”*

Key Stats Shared:

- 50-55% of properties nationally are not selling.

- Of those, 45% will return to the market within 12 months.

- In London, only 38.7% of properties sell, creating an even greater opportunity.

Golden Quote:

“Don’t archive relationships—a withdrawn property isn’t a stopped move; it’s a paused move. Stay in touch and be ready when sellers are ready to re-list.” – *Simon Gates*

Thank You:

Big thanks to Simon Gates for joining us again and sharing his expert advice. And thank you for tuning in to this special Christmas edition!

Don’t Forget: If you enjoyed this episode, subscribe to the podcast and leave a 5-star review—it helps more agents master their craft.

Welcome back to Estate Agency Mastery! This episode is packed with insights and strategies for estate agents looking to stay ahead in 2024 and beyond.

1. Reassess Your Dependency on Portals

- Mal shares why Rightmove might be more of a liability than an asset in the future.

- Learn how to future-proof your agency by exploring alternative ways to generate leads and build your brand.

- Tips to wean off portals:

- Showcase properties outside of portals (e.g., exclusive Facebook group releases). - Utilise CRM reverse matches to engage your audience directly.

2. Craft a Unique Brand Story

- Mal stresses the importance of focusing on your USP (Unique Selling Proposition) to stand out in a crowded marketplace.

- Understand your target audience: their habits, needs, and preferences.

- Practical steps to build your presence:

- Attend local events like school fairs or markets.

- Highlight unique community features in property descriptions to connect emotionally with vendors and buyers.

3. Leverage AI Virtual Assistants

- Discover how an AI assistant can transform your agency’s efficiency and client experience:

- Handles inquiries 24/7 with precise, personalized responses.

- Offers natural language search to match buyers with specific property features like “skylight kitchens” or “sea views.”

- Enhances local engagement by connecting buyers with the best nearby businesses.

- Examples include integrating the assistant with WhatsApp for seamless communication.

4. Boost Your AI Literacy- Mal’s advice: Dive into AI tools to stay ahead of the curve. - Tools to try: ChatGPT, Claude, Google Gemini, and MidJourney.

- Experiment and learn how AI can help with tasks like marketing, customer support, and market insights. Resources Mentioned in This Episode:

- Free Webinars & Newsletters: Find practical AI tips for estate agents.

- AI Assistants:** Links and recommendations for tools to get started.

- Property Marketing Tips: Strategies to build a brand that outshines competitors. Stay tuned for future episodes where we’ll dive even deeper into practical strategies to help you thrive as an agent. Did this resonate with you? Share your thoughts and tag us on socials. Don’t forget to subscribe so you never miss an episode of Estate Agency Mastery!