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What does it take to walk away from a toxic workplace and build an estate agency entirely on your own terms? Julie Burns knows. After 15 years in property feeling “spoken down to” and controlled, she left it all behind, swapping sales for a master’s in photography, travelling to Palestine, and working on film sets. Those experiences reshaped her view of work, leadership, and freedom.

When she returned, she did it differently. Naming her agency after a Viking warrior goddess, she launched Freya North in 2021 with zero capital, funding it through property sourcing until completions came in. She posts her fees openly, personally handles every transaction from valuation to completion, and refuses to expand faster than her service can keep up. If the client experience slips, she simply stops taking on more stock.

Her strategy is just as unconventional. Instead of setting up next to other agents, she put her office beside a protein shake shop buzzing with young professionals, tomorrow’s buyers and investors. It’s a masterclass in finding an edge by ignoring industry habits.

This episode is for anyone who’s felt trapped in a culture that didn’t value them, or who dreams of building a business that truly reflects their values. Julie shares the principles that guided her: start with revenue-generating services, obsess over the client experience, and never be afraid to write your own rules.

The property world doesn’t need more copycats. It needs more innovators willing to reimagine what’s possible.

🎟 Want to attend Estate Agency X 10 – Lead Without Limits?

Join us on 3rd October 2025 at Everyman Broadgate, London for a full day of high-impact sessions on AI, branding, culture, performance and leadership. Hear from headline speakers Mark Burgess, Daniel Priestley, Mike Bates, Sapna Pieroux, and 11 other world-class estate agency guests and panel speakers.

This isn’t just a conference, it’s a catalyst for those ready to lead dif

Sponsors of this podcast, Iceberg Digital are setting the standard in a world full of PropTech noise and AI buzzwords. 

With AI prospecting that finds listings before your competitors, marketing that wins instructions by putting your brand front and centre and a CRM that transforms how your team works, this isn’t just another tool, it's what leading estate agents use to stay ahead. 

www.iceberg-digital.co.uk

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What does it take to build and sustain a thriving independent estate agency for over three decades? Mark and Jacqui from Jacksons Estate Agents reveal their extraordinary journey from the pre-internet era through to today's AI revolution.

Their story begins with Mark's humble entrance into the property world, volunteering weekends at an agency after buying his first home, eventually founding his own franchise in 1992. Jacqui, initially planning to temporarily manage the office while Mark attended university, found herself stepping into partnership for what became a 21-year (and counting) adventure.

Running a business as a married couple presents unique challenges, but their approach is refreshingly pragmatic. Operating in different departments with clear boundaries, Jacqui handling sales and team management, Mark overseeing lettings and finances, they've developed a formula that works professionally and personally. Jacqui candidly reveals their secret: "Do what Jackie says and you get an easy life," with Mark adding, "I've got the final say, but Jacqui is in charge."

The technological evolution they've navigated is staggering. From paper diaries and forms to sophisticated CRM systems and now AI, they've repeatedly transformed their business through decisive action. When implementing electronic diaries, they simply announced "there is no diary for next year" and switched off the old system. After six weeks of "tantrums and tears," their team adapted completely.

Perhaps most valuable is their unwavering stance on charging premium fees in an industry prone to discounting. "Absolutely believe you're worth it," Jacqui insists, explaining that they've trained their valuers to overcome fee objections without reducing prices. This philosophy stems from deep conviction: "I absolutely believe I am the best person in our postcode to do that job, without exception."

Looking ahead, they offer a compelling vision of how independent agencies will thrive in the AI era through faster adaptation and maintaining the human connection that technology can't replace. As Jacqui puts it, "When something goes wrong, you want to talk to somebody."

Ready to transform how you think about your estate agency's value, technology adoption, and future direction? This episode delivers wisdom that only comes from decades at the forefront of an evolving industry.

🎟 Want to attend Estate Agency X 10 – Lead Without Limits?

Join us on 3rd October 2025 at Everyman Broadgate, London for a full day of high-impact sessions on AI, branding, culture, performance and leadership. Hear from headline speakers Mark Burgess, Daniel Priestley, Mike Bates, Sapna Pieroux, and 11 other world-class estate agency guests and panel speakers.

This isn’t just a conference, it’s a catalyst for those ready to lead dif

Sponsors of this podcast, Iceberg Digital are setting the standard in a world full of PropTech noise and AI buzzwords. 

With AI prospecting that finds listings before your competitors, marketing that wins instructions by putting your brand front and centre and a CRM that transforms how your team works, this isn’t just another tool, it's what leading estate agents use to stay ahead. 

www.iceberg-digital.co.uk

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Thirty years in estate agency teaches you some hard truths. For Matt Giggs, one stands above all, you must choose between being an exceptional estate agent or building a business that works without you.

The relentless 60+ hour weeks of estate agency demand total commitment, yet many practitioners find themselves trapped in a cycle where they ARE the business. When Matt started Giggs & Co in 2012, he deliberately avoided this trap by immediately hiring a team rather than trying to do everything himself. This fundamental decision reflects a perspective gained from years in the corporate world, understanding the structural foundations needed for sustainable growth.

Matt pulls back the curtain on why so many self-employed models fail to deliver on their promise. Too often, agents jump ship from traditional agencies because they're unhappy, only to recreate the same problems in a new context. "The distractions are your downfall," Matt explains, highlighting how easily estate agents get seduced by the latest industry trend rather than solving the core problems in their existing business.

The conversation takes a profound turn when discussing personal motivation. Matt challenges listeners to ignore social comparison and truly define what success looks like for them. Is it spending more time with family? Taking regular holidays? Building passive income? This clarity becomes the compass for business decisions, preventing the chase of goals that weren't even on your radar until you saw someone else achieve them.

Currently, Matt finds himself in a transitional phase, moving from inspiration-based training to establishing concrete systems and processes. He's candid about his own struggles, the "years in the mud" where even successful business owners can lose direction after achieving their initial goals. This vulnerability offers valuable perspective for agents at any stage of their journey.

Whether you're just starting out, considering a self-employed model, or looking to scale your established agency, Matt's insights provide a roadmap for intentional growth. His coaching success stories from bedroom businesses to thriving agencies, demonstrate the power of having a clear vision and making decisions aligned with your authentic goals.

Ready to gain clarity on your estate agency journey? Subscribe now and join the conversation about building a business that serves your life, not the other way around.

🎟 Want to attend Estate Agency X 10 – Lead Without Limits?

Join us on 3rd October 2025 at Everyman Broadgate, London for a full day of high-impact sessions on AI, branding, culture, performance and leadership. Hear from headline speakers Mark Burgess, Daniel Priestley, Mike Bates, Sapna Pieroux, and 11 other world-class estate agency guests and panel speakers.

This isn’t just a conference, it’s a catalyst for those ready to lead dif

Sponsors of this podcast, Iceberg Digital are setting the standard in a world full of PropTech noise and AI buzzwords. 

With AI prospecting that finds listings before your competitors, marketing that wins instructions by putting your brand front and centre and a CRM that transforms how your team works, this isn’t just another tool, it's what leading estate agents use to stay ahead. 

www.iceberg-digital.co.uk

Send us a text

What does it take to thrive as an independent estate agency in the heart of London for over 22 years? Rob Hill, founder of Greater London Properties, reveals the surprising journey that transformed a temporary six month venture into a flourishing business with central London offices in Soho and Bloomsbury.

Rob's story begins with an unexpected twist, armed with nothing but a Sainsbury's bag full of keys and a mobile phone, he entered the industry almost accidentally after 9/11 disrupted his original career plans. That temporary solution evolved into a values driven agency competing successfully against London's property giants.

The secret? Rob likens his independent agency to a "speedboat" maneuvering nimbly around corporate "cruise liners" that struggle to change direction quickly. This agility allows his team to adapt rapidly to market shifts, new legislation, and emerging technologies, providing a distinctive advantage when servicing both individual and corporate clients.

Throughout our conversation, Rob reveals how his commitment to authentic customer experience shapes everything from how GLP handles property management to their strict stance against Airbnb rentals. His refreshing perspective on valuing professional services – "Don't be scared of charging your worth" – stands in stark contrast to the race-to-the-bottom pricing prevalent in today's market.

We explore the challenges of building a values aligned team, with Rob sharing candid insights about recruitment, training through shadowing and the courage to part ways quickly when someone isn't the right fit. His approach to technology exemplifies balanced innovation, embracing AI's potential while maintaining that "moving home is a personal journey" requiring human connection.

Whether you're running an independent agency facing corporate giants, considering a career in real estate, or simply fascinated by entrepreneurial journeys, Rob's story offers valuable lessons about staying true to your values while building a resilient business that stands the test of time.

🎟 Want to attend Estate Agency X 10 – Lead Without Limits?

Join us on 3rd October 2025 at Everyman Broadgate, London for a full day of high-impact sessions on AI, branding, culture, performance and leadership. Hear from headline speakers Mark Burgess, Daniel Priestley, Mike Bates, Sapna Pieroux, and 11 other world-class estate agency guests and panel speakers.

This isn’t just a conference, it’s a catalyst for those ready to lead dif

Sponsors of this podcast, Iceberg Digital are setting the standard in a world full of PropTech noise and AI buzzwords. 

With AI prospecting that finds listings before your competitors, marketing that wins instructions by putting your brand front and centre and a CRM that transforms how your team works, this isn’t just another tool, it's what leading estate agents use to stay ahead. 

www.iceberg-digital.co.uk

Send us a text

What happens when you dare to charge what you're truly worth? 

Laura Howey's journey from struggling estate agent to thriving business owner reveals the transformative power of mindset and vision.

Laura co-started Love Property during the 2008 recession with modest goals, earn enough to avoid returning to corporate banking and have flexibility for her young children. For nearly a decade, she operated like countless other independent agents, working long hours, charging industry standard fees and essentially owning her job rather than a business.

Everything changed when Laura confronted a limiting belief many agents share, that her rural Yorkshire market couldn't support premium fees. "Am I limiting my future by the way I'm thinking?" she asked herself. This question sparked a remarkable transformation that allowed her to create a business that now runs without her daily involvement, commands fees she once thought impossible and attracts clients who are genuinely delightful to work with.

The secret? Laura recognised that emotional connection, not transactional services, drives value in real estate. "We are emotionally marketing people's houses to enhance the value and we manage that relationship," she explains. While most agents focus on logical features (floor plans, photography), Laura estimates her approach is 90% emotionally based. She designed a customer experience that addresses clients' deepest fear, catastrophe during their property transaction, rather than simply listing services.

Perhaps most powerfully, Laura embraces complete accountability: "Every problem you have in your business is a leadership problem." This mindset shift transformed how she approached challenges, from staff alignment to client selection. By niching down to serve specific clients rather than trying to be everything to everyone, she created a business that's not only more profitable but more enjoyable.

Ready to transform your own estate agency? Listen now to hear Laura's practical insights on creating vision, building value, and leading your business to new heights.

🎟 Want to attend Estate Agency X 10 – Lead Without Limits?

Join us on 3rd October 2025 at Everyman Broadgate, London for a full day of high-impact sessions on AI, branding, culture, performance and leadership. Hear from headline speakers Mark Burgess, Daniel Priestley, Mike Bates, Sapna Pieroux, and 11 other world-class estate agency guests and panel speakers.

This isn’t just a conference, it’s a catalyst for those ready to lead dif

Sponsors of this podcast, Iceberg Digital are setting the standard in a world full of PropTech noise and AI buzzwords. 

With AI prospecting that finds listings before your competitors, marketing that wins instructions by putting your brand front and centre and a CRM that transforms how your team works, this isn’t just another tool, it's what leading estate agents use to stay ahead. 

www.iceberg-digital.co.uk

Send us a text

What happens when an estate agency owner realizes their business is controlling them instead of the other way around? Chris Ellis of Harrisons Homes shares his remarkable transformation story on this eye-opening episode of Estate Agency X.

Having fallen into estate agency in 2004 and later purchasing Harrison Homes in 2016, Chris openly reveals how he nearly reached breaking point. After experiencing a devastating exodus of staff during the pandemic when five out of seven team members left simultaneously, Chris found himself back on the frontlines, working punishing hours while his family life suffered. "I was an arsehole at home," he admits, describing how the stress affected his personal relationships.

The turning point came when Chris recognized that chasing market share and low fees was a path to burnout, not success. In a bold move, he increased his fee from 1% to 1.5% overnight, a decision that clients accepted without resistance. The result? Harrison Homes now handles fewer properties but generates £30,000 more in revenue. More impressively, they've achieved an 81% sold-to-listed ratio in an area where the average sits at just 51%.

Chris's journey illuminates the power of establishing genuine company values rather than just "words on a wall." By creating a culture booklet that clearly defined both positive behaviors and dealbreakers, he transformed his recruitment process and team dynamics. Today, team members regularly acknowledge each other for demonstrating these values, strengthening the culture from within.

Perhaps most significantly, Chris has successfully transitioned from working in the business to working on it. He now takes pride in seeing glowing client reviews that don't mention him by name, evidence of a well-functioning team that no longer depends on his constant presence. As he looks to the future, Chris believes technology will reshape estate agency, eliminating administrative roles while elevating the importance of quality client representatives.

Whether you're an established agency owner feeling trapped by your business or an entrepreneur planning your next venture, this conversation offers invaluable insights into creating a sustainable, profitable business that truly reflects your values. Ready to steer your ship in the right direction?

🎟 Want to attend Estate Agency X 10 – Lead Without Limits?

Join us on 3rd October 2025 at Everyman Broadgate, London for a full day of high-impact sessions on AI, branding, culture, performance and leadership. Hear from headline speakers Mark Burgess, Daniel Priestley, Mike Bates, Sapna Pieroux, and 11 other world-class estate agency guests and panel speakers.

This isn’t just a conference, it’s a catalyst for those ready to lead dif

Sponsors of this podcast, Iceberg Digital are setting the standard in a world full of PropTech noise and AI buzzwords. 

With AI prospecting that finds listings before your competitors, marketing that wins instructions by putting your brand front and centre and a CRM that transforms how your team works, this isn’t just another tool, it's what leading estate agents use to stay ahead. 

www.iceberg-digital.co.uk

Send us a text

What if your agency model wasn’t just outdated, it was holding you back?

In this episode, we sit down with Ian Macbeth and Mike Robson, the founders of Avocado Property, a brand now recognised across the UK for doing estate agency completely differently. No offices. No suits. No scripts. Just standout results, local leadership, and a system that lets agents earn more by being more of themselves.

Launched with borrowed time and big belief days before the UK’s first lockdown, Avocado has since grown into a network of over 30 self-employed agents, many earning six figures, some hitting £600k+ a year, with less stress and more autonomy than traditional agency ownership ever allowed.

But this isn’t a story about revenue. It’s a blueprint for relevance.

Ian and Mike didn’t tweak the rules. They broke them. From ditching corporate lingo and paper leaflets to prioritising personal brand and digital-first marketing, they built a model that reflects how modern buyers behave and what ambitious agents actually want.

You’ll hear how they:

• Built one of the UK’s most followed and respected agency brands from scratch
• Structured a business that empowers agents to lead locally with national-level strategy
• Use content, tech and storytelling to put homes in front of real buyers—not just portals
• Turned property sales into a fun, community-first experience
• Created a leadership philosophy that challenges the tired, copy-paste agency norm

If you’re a business owner and leader who knows you’re capable of more but feel held back by a system that no longer fits, you need to hear this.

This isn’t just about Avocado.
It’s about what’s next for you.

🎟 Want to attend Estate Agency X 10 – Lead Without Limits?

Join us on 3rd October 2025 at Everyman Broadgate, London for a full day of high-impact sessions on AI, branding, culture, performance and leadership. Hear from headline speakers Mark Burgess, Daniel Priestley, Mike Bates, Sapna Pieroux, and 11 other world-class estate agency guests and panel speakers.

This isn’t just a conference, it’s a catalyst for those ready to lead dif

Sponsors of this podcast, Iceberg Digital are setting the standard in a world full of PropTech noise and AI buzzwords. 

With AI prospecting that finds listings before your competitors, marketing that wins instructions by putting your brand front and centre and a CRM that transforms how your team works, this isn’t just another tool, it's what leading estate agents use to stay ahead. 

www.iceberg-digital.co.uk

Send us a text

Running a successful self-employed estate agency requires far more than just selling skills and a higher commission split. Holly Boylan, Operations Director at The Avenue, pulls back the curtain on what really makes their model work for agents earning six-figure incomes while maintaining genuine work-life balance.

After starting as an agent with Purple Bricks in 2019, Holly transitioned to The Avenue where she discovered a critical gap: "We had no systems, we had no infrastructure, we had no processes." This realisation led her to step into the vital role of integrator, the person who transforms visionary ideas into practical, executable systems.

What separates The Avenue from other self-employed models is their commitment to honesty about the challenges ahead. Holly speaks candidly about preparing agents for the inevitable "valley of despair" rather than selling an unrealistic dream. "Some really good estate agents are not good business owners," she notes, explaining how their blueprint guides agents through establishing foundational habits that prevent burnout when success arrives.

Technology implementation forms a cornerstone of their approach, with Holly sharing insights about overcoming initial resistance to create systems that now empower their agents through automation and AI capabilities. The investment in proper infrastructure pays dividends as agents can focus on high-value activities rather than administrative burdens.

Most fascinating is Holly's explanation of the integrator role, the person who takes the "first 10%" of vision, builds the middle 80%, and hands it back for the "last 10%" of execution. This balance of visionary leadership and practical implementation creates a powerful framework for sustainable growth.

For anyone considering the self-employed route or looking to improve their existing business, Holly's insights offer a refreshingly honest roadmap to success. The Avenue's mantra "never be the biggest, but always the best" encapsulates their philosophy of quality over quantity, a principle that's helping their partner agents build businesses that serve their lives, rather than consuming them.

🎟 Want to attend Estate Agency X 10 – Lead Without Limits?

Join us on 3rd October 2025 at Everyman Broadgate, London for a full day of high-impact sessions on AI, branding, culture, performance and leadership. Hear from headline speakers Mark Burgess, Daniel Priestley, Mike Bates, Sapna Pieroux, and 11 other world-class estate agency guests and panel speakers.

This isn’t just a conference, it’s a catalyst for those ready to lead dif

Sponsors of this podcast, Iceberg Digital are setting the standard in a world full of PropTech noise and AI buzzwords. 

With AI prospecting that finds listings before your competitors, marketing that wins instructions by putting your brand front and centre and a CRM that transforms how your team works, this isn’t just another tool, it's what leading estate agents use to stay ahead. 

www.iceberg-digital.co.uk

Send us a text

What happens when a non-industry entrepreneur buys an estate agency? Dave Gibbons joins Estate Agency X to share the eye opening reality of transforming a struggling estate agency into a thriving operation by completely bucking traditional industry practices.

Dave's journey began with a misconception, he purchased an agency thinking it would provide a "black book" of property opportunities for his development business. What he found instead was a business model trapped in the past, using outdated marketing strategies and undercharging for its services. Rather than conforming to industry norms, Dave applied his entrepreneurial mindset to the challenge.

The transformation was remarkable. By raising fees from £999 flat to 1.5%+VAT and dramatically enhancing service quality including professional photography and presenter-led property tours, Dave created a more profitable business requiring fewer transactions. "I don't need 10 listings a month now, only six or seven at 1.5%. I'm doing less work, more money," he explains.

But the conversation takes a provocative turn when Dave delivers his stark prediction: "The estate agency industry is on its last legs. You've got five years to become a content creator, the influencer of your town." He elaborates on how his own agency now employs more media professionals than traditional agents, creating engaging content about local family-friendly venues rather than just listing properties. This approach generates five times more engagement than traditional property marketing.

Dave shares fascinating insights into how AI will reshape estate agency operations, potentially handling administrative tasks, phone calls, and viewings better than humans within five years. Yet he emphasises that success won't come to those who resist change but to those who position themselves as trusted local property experts while leveraging technology.

Whether you're an estate agent wondering about your future, an entrepreneur considering entering the industry, or simply fascinated by business transformation, this conversation offers valuable insights into the rapidly evolving world of property sales and the critical importance of personal brand in a service-based industry.

🎟 Want to attend Estate Agency X 10 – Lead Without Limits?

Join us on 3rd October 2025 at Everyman Broadgate, London for a full day of high-impact sessions on AI, branding, culture, performance and leadership. Hear from headline speakers Mark Burgess, Daniel Priestley, Mike Bates, Sapna Pieroux, and 11 other world-class estate agency guests and panel speakers.

This isn’t just a conference, it’s a catalyst for those ready to lead dif

Sponsors of this podcast, Iceberg Digital are setting the standard in a world full of PropTech noise and AI buzzwords. 

With AI prospecting that finds listings before your competitors, marketing that wins instructions by putting your brand front and centre and a CRM that transforms how your team works, this isn’t just another tool, it's what leading estate agents use to stay ahead. 

www.iceberg-digital.co.uk

Send us a text

What happens when the summit you’ve spent years climbing isn’t where you’re meant to be? 

In this powerful episode, Dan Cohen shares his journey from Sales Director at a 15 branch agency to launching his own values driven business, You, Me and Property. After playing a pivotal role in the management buyout and growth of Paul Carr Estate Agents, Dan made the courageous decision to step away, not because he was done, but because he was ready to start again on his own terms.

This isn’t just a story about going self-employed. It’s about rediscovering purpose in estate agency. Dan takes us back to his roots, sweeping pavements, speaking to locals and falling in love with the human side of the job. Over time, that connection got lost in the noise of targets, titles and transactions. What followed was a deep internal reckoning that led to the boldest decision of his career... to walk away from the comfort of leadership and create something more aligned with who he is and how he wants to serve.

We talk openly about the emotional shift from corporate to independent life, the identity shake-up, the doubt, and the liberation of doing work that feels real again. Dan explains why his model doesn’t chase volume but instead focuses on experience, presence, and the emotional side of moving home. It’s about staying in the room from start to finish, not just to tick boxes but to leave a mark people remember.

For estate agents considering their own ‘second climb’, Dan’s story is proof that success doesn’t always mean more branches, more staff, or more deals. Sometimes, it means stripping everything back and building something that reflects your values, your pace, and your purpose.

In an industry where speed and scale are so often the focus, this episode is a timely reminder that connection is the real differentiator and that redefining success might just be the boldest move you’ll ever make.

🎟 Want to attend Estate Agency X 10 – Lead Without Limits?

Join us on 3rd October 2025 at Everyman Broadgate, London for a full day of high-impact sessions on AI, branding, culture, performance and leadership. Hear from headline speakers Mark Burgess, Daniel Priestley, Mike Bates, Sapna Pieroux, and 11 other world-class estate agency guests and panel speakers.

This isn’t just a conference, it’s a catalyst for those ready to lead dif

Sponsors of this podcast, Iceberg Digital are setting the standard in a world full of PropTech noise and AI buzzwords. 

With AI prospecting that finds listings before your competitors, marketing that wins instructions by putting your brand front and centre and a CRM that transforms how your team works, this isn’t just another tool, it's what leading estate agents use to stay ahead. 

www.iceberg-digital.co.uk