In this episode of The Complete Agent Podcast, James Kendall, David Warburton and Ian Storey challenge one of the industry's favourite pieces of advice: "charge more".

Because while plenty of estate agents are undercharging for the value they deliver, there is another uncomfortable question worth asking.

Are some agents already charging too much for the service they actually provide?

The conversation explores what really separates a premium estate agent from somebody who simply has premium looking marketing.

Dave shares a recent £1.4 million valuation where every competing agent was considerably cheaper, yet the seller ultimately told him she believed he could achieve more for the property and was therefore prepared to pay more. The difference was not simply photography, video or brochures. It was the entire experience, from the initial contact and personal brand through to market knowledge, questioning, strategy and confidence.

James challenges the idea that great photography automatically makes an agency premium. If your marketing is exceptional but you cannot negotiate, communicate effectively or properly qualify a buyer, are you really offering a premium service? He shares an example of a £1.75 million seller whose existing "premium" agent presented a £1.7 million offer without even knowing the buyer's position.

Ian explains why tangible evidence still matters. Stories tracks metrics including percentage of asking price achieved, reductions, sale success rates and time to exchange, allowing the team to demonstrate performance rather than simply claim to be better.

The conversation also goes deep into negotiation. The group discusses why too many agents effectively negotiate on behalf of the buyer, why asking a seller "what's the lowest you'll take?" can immediately destroy value, and how a skilled agent can often earn their entire fee simply through better negotiation.

Finally, they tackle the mindset behind charging premium fees. Can an agent genuinely be worth 2% but still lack the confidence to ask for it? And if you would not confidently instruct your own agency at the fee you are quoting, what needs to change?

A candid discussion about value, confidence, negotiation and what being a genuinely premium estate agent actually means.

What actually separates a premium estate agency from everyone else?

In this episode, James Kendall, David Warburton, Ian Storey and Michelle Smith unpack the key lessons from the latest Complete Agent Mastermind and share the practical changes agents are making to improve their positioning, fees, client experience and profitability.

The conversation starts with brand presentation and pedigree. The group explains why sellers are judging your business long before you ever sit in their living room, from your Google profile and reviews to your website, social media, stock and overall consistency. One of the central ideas from the session was simple: presentation gets you considered, pedigree makes you credible and consistency makes you trusted.

They also share some of the results TCA members are now achieving. Members who once operated around 0.75% to 1% fees are now securing 2% instructions, while others have moved to minimum fees of £10,000 plus VAT. The conversation explores how that shift comes from confidence, better positioning and actually implementing the work consistently rather than simply changing a fee sheet.

Michelle then breaks down the valuation journey and why agents should stop thinking about booking valuations and start thinking about booking instructions. The team discusses the importance of the first phone call, reducing friction, building trust early and even servicing prospective sellers as buyers before the valuation appointment so they experience the level of service first hand.

James also shares how AI is being used inside the business to create more detailed, personalised valuation reports in a fraction of the time. Work that could previously take 30 to 45 minutes can now be reduced to around five to ten minutes, while still creating a more bespoke and professional client experience.

Michael Parry of Frank Modern and Parry & Grace joins James Kendall and David Warburton to talk about what it really takes to move an estate agency upmarket.

Mike shares how Frank Modern grew from a start up launched during lockdown into a successful volume agency, but also reveals the uncomfortable reality behind the numbers. The business looked successful from the outside, yet margins were tight and being busy did not necessarily mean being profitable.

That led to a major change in mindset. Mike and the team increased their fees, invested more heavily in their marketing and became more selective about the clients they worked with. Since 2023, their average completion fee has increased by 65%. Despite completing slightly fewer sales this year, higher fees and upfront marketing charges mean the business has generated more revenue.

The conversation explores the shift from a "win at all costs" mentality to what Mike calls "with or without you energy", and why having the confidence to lose an instruction can ultimately create a stronger business.

Mike also explains why Frank Modern eventually created a completely separate premium brand, Parry & Grace. As £1 million plus instructions began coming through their direct mail campaigns, they discovered that their existing stock could sometimes undermine their positioning with premium sellers. At the same time, mainstream sellers occasionally wondered whether Frank Modern had become too expensive or exclusive for them.

The episode goes deep into the practical changes that helped drive that growth, including handwritten direct mail, better use of property market data, presenter led video, premium marketing and learning how to demonstrate value rather than simply telling sellers what their home is worth.

James and David also discuss why moving into the premium market requires genuine financial commitment, why sellers judge an agency long before the valuation appointment and why agents who want higher fees first need to create a service worth paying more for.

Ultimately, this is an episode about backing yourself, becoming comfortable with losing the wrong instructions and building an agency around profit and value rather than volume and market share.

What happens when you combine premium estate agency, cutting edge technology and honest conversations about the pressures of business ownership?

This week's episode welcomes Smart Compliance's Amy Bibiris to the podcast alongside Michelle Smith and James Kendall for a wide ranging discussion covering everything from unforgettable valuation stories to the future of estate agency.

James opens with a heartfelt reflection following the tragic loss of a long standing client and friend, leading to an important conversation about mental health, asking for support and why no business challenge is worth facing alone.

The discussion then shifts to Amy's journey from branch manager to PropTech leader, exploring how technology has transformed estate agency over the past two decades. From shared office computers and mail merges to AI and automation, Amy explains why technology should support estate agents rather than replace them.

The panel also tackles one of the industry's biggest blind spots, Anti Money Laundering compliance. They discuss the common mistakes agents still make, why many businesses are unknowingly exposing themselves to significant fines, and why outsourcing specialist tasks can free agents to focus on winning instructions and delivering exceptional service.

Finally, Amy shares practical advice on winning valuations, asking for the business with confidence, door knocking effectively and why the best agents still rely on genuine human connection rather than hiding behind technology.

A thoughtful episode full of practical advice, industry insight and a timely reminder that estate agency remains, above everything else, a people business.

What separates a busy estate agency from one that consistently delivers premium results?

In this episode, Dave Warburton and Ian Storey discuss the realities of running a high performing estate agency, from managing the emotional highs and lows of the business to handling difficult conversations with clients and keeping sales together.

Ian shares how taking time away from the office has reinforced the importance of building a business that doesn't rely on the owner being present every day. He also talks about winning back a £2 million instruction after it left for a competing agent and why consistent service always outlasts reputation alone.

Dave reflects on returning from holiday to one of the healthiest pipelines his business has ever had, despite losing £25,000 worth of fees through fall throughs. The discussion explores why resilience is essential in premium agency and why one setback should never define the direction of the business.

The pair also dive into one of the biggest misconceptions in today's property market. Is the market actually slow, or are overpriced homes creating the illusion that buyers have disappeared? Through real examples, they explain why pricing strategy remains the single biggest factor in achieving successful sales.

The conversation finishes with an insightful discussion around sales progression, client psychology and why understanding how buyers and sellers feel is often more important than simply giving them the facts.

A practical episode packed with real stories, premium agency lessons and advice for estate agents looking to build a stronger business.

What would your estate agency look like if it no longer depended on you being involved in everything?

In this episode of The Complete Agent Podcast, James Kendall, Ian Storey and Michelle Smith explore how to build a more systemised, focused and ultimately more valuable estate agency.

Ian shares the work he has started inside Storeys to understand exactly which properties generate the best combination of fee, ease of sale and profitability. Rather than simply chasing more instructions, the aim is to identify the types of homes the business actively wants to attract and then understand exactly where those clients are coming from.

That means analysing completed and agreed business, identifying the source of each instruction and working out which marketing activities genuinely produce the right clients.

The conversation moves into the 80/20 principle and why many agents could be spending significant amounts of time and money on activities that produce very little commercial return.

James explains how one premium instruction can generate several further instructions further down the chain, particularly when an agency becomes good at recognising opportunities and asking for the business. He also shares why market update campaigns have become one of the most productive sources of new instructions within his business.

Michelle brings the operational perspective, explaining why systems alone rarely solve the problem. Processes only work properly when the culture, people and expectations inside the business support them. She also explores why business owners need to identify the small number of activities producing the majority of their results and deliberately increase their focus on them.

The conversation then turns to brand positioning, service and consistency. The team discusses how becoming known for a particular standard of property and client experience can create genuine brand preference, where sellers actively want your board outside their home and specifically seek you out.

A useful episode for any estate agency owner who wants more control, better margins, stronger positioning and a business that can eventually operate without them being involved in every decision.

What does it really take to move from being a traditional estate agency competing on price to becoming a premium brand capable of commanding higher fees and attracting better instructions?

In this episode, James Kendall, Dave Warburton, Ian Storey and Michelle Smith share the very different journeys that took their businesses upmarket.

James reflects on moving from lower value stock and one per cent fees into marketing homes worth several million pounds. Ian explains why he became selective almost from day one and how saying no helped shape the Stories brand. Dave shares how his original high volume model nearly broke the business before he completely changed direction and built Burton James around service, presentation and stronger fees.

The conversation also explores why premium positioning goes much deeper than professional photography or a smart logo. Your website, social media, team, communication, confidence and the type of properties you choose to represent all influence how potential clients perceive you.

Michelle identifies four common themes behind each of their transformations: having a strong reason to change, learning from people already achieving the desired result, gaining absolute clarity on the direction of the business and maintaining belief when things do not immediately go to plan.

They also discuss why your team needs to understand the journey, why copying premium marketing without understanding the strategy behind it rarely works, and why becoming a better agent matters far more than chasing the latest software or industry trend.

A candid conversation about changing your positioning, changing your mindset and building an agency capable of attracting the clients, properties and fees you actually want.

Every estate agent knows how to win instructions.

Far fewer know how to build a successful business without sacrificing themselves or the people closest to them.

This week, James is joined by Michelle Smith and Matt Giggs for one of the most personal conversations we've ever had on the Complete Agent Podcast.

The conversation starts with business, discussing today's market, social media, pricing strategy and why great conversations are more valuable than ever. But it quickly becomes something much deeper.

Matt shares the personal journey that changed both his business and his life, explaining why improving yourself is often the first step to improving your company.

Michelle opens up about the reality of balancing a growing business with raising children, the guilt many working parents carry, and why being a positive role model sometimes means allowing your children to see you chasing your own ambitions.

James reflects on turning forty, improving his health, becoming more intentional as a father and the small moments with his children that have changed his perspective on success.

It's an honest conversation about leadership, confidence, personal growth and why the best businesses are often built by people who first invest in becoming better versions of themselves.

Whether you're an estate agent, business owner or simply trying to balance work and family, this is an episode that will stay with you long after it finishes.

In this episode of The Complete Agent Podcast, James Kendall, Dave Warburton and Ian Storey catch up on how their businesses are performing before diving into one of the biggest challenges facing estate agents today: pricing property correctly in a changing market.

The conversation begins with a look at their latest sales, listings and pipeline, discussing why they're focusing on quality over volume, the strength of the premium market, and why realistic pricing is helping new instructions sell much faster than stale stock.

They share examples of recent deals ranging from £600,000 homes to multi-million pound country properties, explaining how premium positioning and strong fees continue to drive profitability.

A major topic is the importance of pre-launch marketing. The trio explain how testing demand before a property reaches Rightmove helps establish the correct pricing strategy, creates buyer competition and often results in stronger offers. They also discuss why many sellers misunderstand how buyers search online and how simply moving into a different price bracket can dramatically increase exposure and final sale prices.

The discussion then moves into negotiation, with practical advice on agreeing sales to buyers who still need to sell, educating vendors about today's market, and using real examples to justify pricing recommendations. They argue that today's market isn't "bad", it's simply more price sensitive, and agents who communicate this effectively are winning more instructions and creating better outcomes for their clients.

Finally, they discuss the importance of robust agency agreements, managing difficult clients, the value of consistent marketing, and why estate agents must stop racing to the bottom on fees if they want to build sustainable, profitable businesses.

In this episode of The Complete Agent Podcast, Dave Warburton and Ian Storey discuss what's really happening in the property market and why many estate agents are creating unnecessary fear by describing it as a "bad market". Instead, they argue that today's market is simply more price sensitive, and that agents who educate their clients properly are continuing to achieve excellent results. They share their own recent sales figures, discuss why the mid to upper end of the market remains active, and explain why pricing strategy has never been more important.

The conversation explores how a structured pre-launch strategy is helping them secure stronger launches, generate buyer demand before hitting the portals, and remove much of the guesswork around pricing. They explain why homeowners should stop thinking of valuations as an agent's opinion and instead understand that the market determines value.

Dave and Ian also analyse the latest Rightmove House Price Index, discussing falling asking prices, increased housing supply, improving mortgage rates and why these statistics should be used proactively to educate sellers rather than simply reported. They explain how combining national data with local success stories gives agents far greater credibility during valuation appointments and pricing conversations.

Finally, they discuss the importance of consistent marketing, from quarterly market update letters to regular social media content, sharing real examples of how long-term consistency has generated high-value instructions and significantly increased fees. The episode concludes with an insight into how The Complete Agent is helping agents across the UK improve pricing conversations, marketing, and profitability.