On Black Friday 2011, the outdoor brand Patagonia took out a full-page advert in The New York Times telling its customers, in giant black capitals, not to buy their bestselling jacket. What happened next rewrote the rulebook on honesty in advertising — and ended up making the company hundreds of millions of pounds. This week Toby unpacks the counterintuitive story behind one of the most studied marketing moments of the century, digs into the behavioural psychology that makes reverse-psychology work, and explores why telling customers ‘no’ can be the most persuasive thing an estate agent ever does.

📚Want a free copy of the ‘Your First £100,000 Estate Agency’ book?

✅ DM me the word “BOOK” on Instagram https://www.instagram.com/estateagent.consultancy/ and I’ll send it straight over.

📥 Want FREE materials to help get you your next instruction? 
Head to: https://www.estateagentconsultancy.com/freeintro

💻 Want to launch or scale your own estate agency business?
Book a free discovery call here: https://theestateagentconsultancy.as.me/sixty-consultation

🎓 To access to our ‘Your First £100,000 Estate Agency’ video course. 
Head over to: https://www.estateagentconsultancy.com/your-first-100000-digital-course

📅 Want to join our next free webinar?
Get added to the VIP list to find out first: https://www.estateagentconsultancy.com/webinar

👥 Thinking of launching your own property coaching business?
See how to partner with us to help you: https://www.estateagentconsultancy.com/partnerwithus

Any questions? Just email: [email protected] or visit us at https://www.estateagentconsultancy.com

If you’re an estate agent trying to win more instructions, close more deals, and actually stand out… this episode is a must-watch.

I sat down with Victoria Lambden, who’s spent over 20 years in the industry, to break down what really separates average agents from the ones clients remember (and recommend).

We go deep on:
•Why most agents are still getting the basics wrong
•The simple changes that can increase property value instantly
•What great agents do differently during sales progression
•Why home staging is massively underused (and costing sellers money)
•How tech and automation can save hours every week
•The real reason clients get frustrated—and how to fix it

📚Want a free copy of the ‘Your First £100,000 Estate Agency’ book?

✅ DM me the word “BOOK” on Instagram https://www.instagram.com/estateagent.consultancy/ and I’ll send it straight over.

📥 Want FREE materials to help get you your next instruction? 
Head to: https://www.estateagentconsultancy.com/freeintro

💻 Want to launch or scale your own estate agency business?
Book a free discovery call here: https://theestateagentconsultancy.as.me/sixty-consultation

🎓 To access to our ‘Your First £100,000 Estate Agency’ video course. 
Head over to: https://www.estateagentconsultancy.com/your-first-100000-digital-course

📅 Want to join our next free webinar?
Get added to the VIP list to find out first: https://www.estateagentconsultancy.com/webinar

👥 Thinking of launching your own property coaching business?
See how to partner with us to help you: https://www.estateagentconsultancy.com/partnerwithus

Any questions? Just email: [email protected] or visit us at https://www.estateagentconsultancy.com

In this episode, I’m talking about why being a cheerleader in your lettings business isn’t fluffy, soft, or optional, it’s leadership.

As letting agents and business owners, we can get so focused on fixing mistakes, chasing standards and solving problems that we forget one of the most powerful things we can do is help people believe in themselves.

I’ll be sharing why encouragement matters, how to build confidence in your team without lowering your standards, and why the people around you often perform better when they feel seen, supported and trusted.

Because cheerleading isn’t about pretending everything is wonderful. It’s about spotting potential, holding people to a higher standard, and helping them grow into it.

And it's not just your team either, your landlords, your tenants and your community all work together to grow your business when you cheer for them too.

📚Want a free copy of the ‘Your First £100,000 Estate Agency’ book?

✅ DM me the word “BOOK” on Instagram https://www.instagram.com/estateagent.consultancy/ and I’ll send it straight over.

📥 Want FREE materials to help get you your next instruction? 
Head to: https://www.estateagentconsultancy.com/freeintro

💻 Want to launch or scale your own estate agency business?
Book a free discovery call here: https://theestateagentconsultancy.as.me/sixty-consultation

🎓 To access to our ‘Your First £100,000 Estate Agency’ video course. 
Head over to: https://www.estateagentconsultancy.com/your-first-100000-digital-course

📅 Want to join our next free webinar?
Get added to the VIP list to find out first: https://www.estateagentconsultancy.com/webinar

👥 Thinking of launching your own property coaching business?
See how to partner with us to help you: https://www.estateagentconsultancy.com/partnerwithus

Any questions? Just email: [email protected] or visit us at https://www.estateagentconsultancy.com

If your social media is growing but your business isn’t, this episode tackles why.

We explore the difference between vanity metrics and meaningful results, and why having more followers doesn’t necessarily lead to more clients. The focus is on building an audience that actually converts—people who are in a position to buy or sell—rather than chasing numbers that don’t impact your bottom line.

This episode is about using social media with intent, not just activity.

📚Want a free copy of the ‘Your First £100,000 Estate Agency’ book?

✅ DM me the word “BOOK” on Instagram https://www.instagram.com/estateagent.consultancy/ and I’ll send it straight over.

📥 Want FREE materials to help get you your next instruction? 
Head to: https://www.estateagentconsultancy.com/freeintro

💻 Want to launch or scale your own estate agency business?
Book a free discovery call here: https://theestateagentconsultancy.as.me/sixty-consultation

🎓 To access to our ‘Your First £100,000 Estate Agency’ video course. 
Head over to: https://www.estateagentconsultancy.com/your-first-100000-digital-course

📅 Want to join our next free webinar?
Get added to the VIP list to find out first: https://www.estateagentconsultancy.com/webinar

👥 Thinking of launching your own property coaching business?
See how to partner with us to help you: https://www.estateagentconsultancy.com/partnerwithus

Any questions? Just email: [email protected] or visit us at https://www.estateagentconsultancy.com

Every letting agency owner feels fear.

Fear of going self-employed. Fear of starting the business. Fear of hiring a team. Fear of rising costs, changing legislation, the Renters’ Rights Act, landlords leaving the market, or simply wondering, “What if this all goes wrong?”

In this episode, we look at fear differently.

Not as something to avoid, but as something that can push you forward, sharpen your thinking, build your confidence, and help you grow into the business owner your agency needs.

Because fear doesn’t mean stop.

Sometimes, it means you’re exactly where growth begins.

📚Want a free copy of the ‘Your First £100,000 Estate Agency’ book?

✅ DM me the word “BOOK” on Instagram https://www.instagram.com/estateagent.consultancy/ and I’ll send it straight over.

📥 Want FREE materials to help get you your next instruction? 
Head to: https://www.estateagentconsultancy.com/freeintro

💻 Want to launch or scale your own estate agency business?
Book a free discovery call here: https://theestateagentconsultancy.as.me/sixty-consultation

🎓 To access to our ‘Your First £100,000 Estate Agency’ video course. 
Head over to: https://www.estateagentconsultancy.com/your-first-100000-digital-course

📅 Want to join our next free webinar?
Get added to the VIP list to find out first: https://www.estateagentconsultancy.com/webinar

👥 Thinking of launching your own property coaching business?
See how to partner with us to help you: https://www.estateagentconsultancy.com/partnerwithus

Any questions? Just email: [email protected] or visit us at https://www.estateagentconsultancy.com

If you’re constantly creating content but not seeing enough return from it, this episode is about working smarter with what you already have.

We break down how a single video can be used across multiple parts of your business—from pre-market appraisals and re-engaging old valuations, to YouTube, short-form content, and email campaigns.

The focus is on getting more value from every piece of content you create, rather than always trying to produce something new.

📚Want a free copy of the ‘Your First £100,000 Estate Agency’ book?

✅ DM me the word “BOOK” on Instagram https://www.instagram.com/estateagent.consultancy/ and I’ll send it straight over.

📥 Want FREE materials to help get you your next instruction? 
Head to: https://www.estateagentconsultancy.com/freeintro

💻 Want to launch or scale your own estate agency business?
Book a free discovery call here: https://theestateagentconsultancy.as.me/sixty-consultation

🎓 To access to our ‘Your First £100,000 Estate Agency’ video course. 
Head over to: https://www.estateagentconsultancy.com/your-first-100000-digital-course

📅 Want to join our next free webinar?
Get added to the VIP list to find out first: https://www.estateagentconsultancy.com/webinar

👥 Thinking of launching your own property coaching business?
See how to partner with us to help you: https://www.estateagentconsultancy.com/partnerwithus

Any questions? Just email: [email protected] or visit us at https://www.estateagentconsultancy.com

In 2012, a 33-year-old improv comic with a polo shirt, a leaf blower and four and a half thousand dollars walked into an LA warehouse and made a 90-second video. Within 48 hours it had 12,000 paying customers, a crashed website, and the founders of a 110-year-old, multi-billion-dollar razor empire wondering what the hell had just happened. This week, Toby tells the full story of Dollar Shave Club versus Gillette, unpicks the principle behind it — that personality has become the only marketing moat the giants can't buy — and shows you exactly how to apply it to your estate agency. From your video content to your office window to your AI-rewritten property descriptions, here's how to be the Dollar Shave Club of your high street. 

📚Want a free copy of the ‘Your First £100,000 Estate Agency’ book?

✅ DM me the word “BOOK” on Instagram https://www.instagram.com/estateagent.consultancy/ and I’ll send it straight over.

📥 Want FREE materials to help get you your next instruction? 
Head to: https://www.estateagentconsultancy.com/freeintro

💻 Want to launch or scale your own estate agency business?
Book a free discovery call here: https://theestateagentconsultancy.as.me/sixty-consultation

🎓 To access to our ‘Your First £100,000 Estate Agency’ video course. 
Head over to: https://www.estateagentconsultancy.com/your-first-100000-digital-course

📅 Want to join our next free webinar?
Get added to the VIP list to find out first: https://www.estateagentconsultancy.com/webinar

👥 Thinking of launching your own property coaching business?
See how to partner with us to help you: https://www.estateagentconsultancy.com/partnerwithus

Any questions? Just email: [email protected] or visit us at https://www.estateagentconsultancy.com

Most estate agency websites get traffic… but very few turn that traffic into actual conversations.

In this episode, I sit down with Sam Sykes from Deploy IQ to break down why that happens — and how AI is starting to fix one of the biggest leaks in an agent’s business.

We talk about what’s really going on when someone lands on your website, why response time matters more than ever, and how agents can start capturing and qualifying leads even when they’re not working.

This isn’t theory — it’s a practical look at how self-employed estate agents can use AI to increase instructions, improve follow-up, and stop missing opportunities that are already in front of them.

If you want more valuations without relying on more time… this is worth a listen.

📚Want a free copy of the ‘Your First £100,000 Estate Agency’ book?

✅ DM me the word “BOOK” on Instagram https://www.instagram.com/estateagent.consultancy/ and I’ll send it straight over.

📥 Want FREE materials to help get you your next instruction? 
Head to: https://www.estateagentconsultancy.com/freeintro

💻 Want to launch or scale your own estate agency business?
Book a free discovery call here: https://theestateagentconsultancy.as.me/sixty-consultation

🎓 To access to our ‘Your First £100,000 Estate Agency’ video course. 
Head over to: https://www.estateagentconsultancy.com/your-first-100000-digital-course

📅 Want to join our next free webinar?
Get added to the VIP list to find out first: https://www.estateagentconsultancy.com/webinar

👥 Thinking of launching your own property coaching business?
See how to partner with us to help you: https://www.estateagentconsultancy.com/partnerwithus

Any questions? Just email: [email protected] or visit us at https://www.estateagentconsultancy.com

Running a letting agency can make you feel like you have 47 jobs before lunch.

But as the business owner, your real CEO role is much simpler than we often make it: build the team, protect the money, and set the direction.

In this episode, we unpack why so many letting agency owners get stuck as operators, why everything still runs through them, and how to start stepping into the role your business actually needs from you.

Because growth doesn’t always come from doing more.

Sometimes it comes from finally letting go of what was never meant to stay yours.

📚Want a free copy of the ‘Your First £100,000 Estate Agency’ book?

✅ DM me the word “BOOK” on Instagram https://www.instagram.com/estateagent.consultancy/ and I’ll send it straight over.

📥 Want FREE materials to help get you your next instruction? 
Head to: https://www.estateagentconsultancy.com/freeintro

💻 Want to launch or scale your own estate agency business?
Book a free discovery call here: https://theestateagentconsultancy.as.me/sixty-consultation

🎓 To access to our ‘Your First £100,000 Estate Agency’ video course. 
Head over to: https://www.estateagentconsultancy.com/your-first-100000-digital-course

📅 Want to join our next free webinar?
Get added to the VIP list to find out first: https://www.estateagentconsultancy.com/webinar

👥 Thinking of launching your own property coaching business?
See how to partner with us to help you: https://www.estateagentconsultancy.com/partnerwithus

Any questions? Just email: [email protected] or visit us at https://www.estateagentconsultancy.com

If you’ve got a £500 monthly marketing budget, this episode helps you think about how to use it wisely.

We break down the importance of maximising all the free marketing opportunities available in your business before spending a single pound. From there, we explore how to approach paid marketing in a more intentional way, ensuring your investment actually supports lead generation.

This episode is all about building a strong foundation first—so when you do spend money, it works.

📚Want a free copy of the ‘Your First £100,000 Estate Agency’ book?

✅ DM me the word “BOOK” on Instagram https://www.instagram.com/estateagent.consultancy/ and I’ll send it straight over.

📥 Want FREE materials to help get you your next instruction? 
Head to: https://www.estateagentconsultancy.com/freeintro

💻 Want to launch or scale your own estate agency business?
Book a free discovery call here: https://theestateagentconsultancy.as.me/sixty-consultation

🎓 To access to our ‘Your First £100,000 Estate Agency’ video course. 
Head over to: https://www.estateagentconsultancy.com/your-first-100000-digital-course

📅 Want to join our next free webinar?
Get added to the VIP list to find out first: https://www.estateagentconsultancy.com/webinar

👥 Thinking of launching your own property coaching business?
See how to partner with us to help you: https://www.estateagentconsultancy.com/partnerwithus

Any questions? Just email: [email protected] or visit us at https://www.estateagentconsultancy.com