Are you stuck in a loop of “free valuations”, “stunning homes”, and “professional photography”? Do your marketing materials look suspiciously like your competitors’? Then buckle up, because this episode of Viking Chat might just blow the doors off your agency's entire approach to branding.

This week, Kristjan Byfield – industry troublemaker and Base Property founder – is joined by the ever-creative Tom Durrant, CEO of DCTR (formerly known as Dr. Photo). What starts as a friendly chat about creativity quickly becomes a full-throttle, no-holds-barred deep dive into why most estate agency branding is flat, forgettable, and dangerously dull—and, more importantly, how to fix it.

🔥 Key discussion points include:

• Why “blending in” is killing your margins – and your soul.
• The problem with industry homogenisation (and how to escape the sea of sameness).
• How Hat and Home, Marsh & Parsons, and Location Location are absolutely nailing branding through distinct stories and visual identities.
• Why focusing on “free valuations” and “floorplans” reduces your value proposition to price alone.
• The emotional power of storytelling and why it beats features and stats every time.
• What Snickers, Nike, and Yves Klein’s blue pee have to teach us about estate agency marketing (yes, really).

💡 “Creativity is not optional. It’s your only chance to stand out in a world where AI, templates, and tech have levelled the playing field.” – Tom Durrant

Tom shares how DCTR evolved from photo retouching and AI-driven visual enhancements to a full-blown creative agency helping property brands build bold, compelling identities. He lays out a simple but powerful framework for creativity: Originality, Emotional Engagement, and Quality Execution.

And Kristjan? He delivers some classic Viking truths. Like the tale of an agent who watched his fees plummet by a third—simply because he couldn’t articulate a single reason why a vendor should choose him over three nearly identical competitors. Ouch.

But this isn’t just about getting listings or raising fees. This episode dives into something much deeper: How to build an agency that people want to work for, buy from, and talk about.

“If your brand story is authentic, your people will live and breathe it. If it's generic, they’ll just quote floorplans and hope for the best.” – Kristjan Byfield

Expect laughs, revelations, and the occasional rant (in true Viking Chat fashion). Whether you're a high street stalwart or a startup indie with big dreams, this episode is a creative reset button for your brand.

✨ BONUS TIPS:

• What to ask your kids to discover your brand’s real purpose.
• How to steal inspiration (the right way) from brands outside property.
• Why your next hire might be a storyteller, not a negotiator.

🔗 Want more?
Tom name-drops the unmissable white paper “The Extraordinary Cost of Dull” from System1, which proves—through 60,000 ad campaigns—that bland brands bleed money. Don’t say we didn’t warn you.

So… ready to stand out, speak up, and finally tell a story that matters?

Hit play. Then hit reset

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