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.

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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In this powerhouse episode of Viking Chat, industry trailblazer Kristjan Byfield sits down with Tim Frome, legal and compliance heavyweight from Hamilton Fraser, for a deep dive into the ever-evolving landscape of the private rented sector (PRS). Buckle up for a fast-paced, insight-rich ride through the trends, tensions, and tectonic shifts affecting agents, landlords, and tenants alike.

Tim unpacks Hamilton Fraser’s 2024 annual report—a digital-first, data-driven, interactive document that’s setting new standards for how compliance can be communicated. From the increasing importance of alternative deposits to the dramatic rise in complaints (up 20% year-on-year and 44% over two years), this chat doesn’t shy away from the sector’s growing pains. But the headlines aren’t just alarm bells—they’re rich with opportunity and lessons for the proactive agent.

⚖️ Key Talking Points Include:

• The true drivers behind the 68.5% of agents worried about Section 21 abolishment—and why Kristjan thinks it might be the least significant part of the Renters Reform Bill.
• The alarming 15% of agents unaware of the Renters Reform Bill’s contents and the urgent call to action for industry professionals to educate themselves before change hits.
• An insider look at the surge in sourcing-related complaints, where “property experts” promise riches but deliver disputes.
• The communication crisis: Why poor documentation and broken information chains—not just bad service—lie at the heart of many complaints.

💥 Firecracker Stats from the Report:

• Over 19,000 individual agents now registered with Hamilton Fraser’s schemes, including CMP, MyDeposits, and PRS.
• Expelled agent numbers up 40%, but it’s not all doom—context is everything.
• Just 2.4% of tenants are using deposit alternatives, despite affordability challenges being cited by 30% of renters.
• Nearly 33% of surveyed tenants consider Section 21’s removal the most important part of the bill—a stat Kristjan challenges head-on with nuance and realism.

🤝 Why You Should Listen: This episode is more than a data dump. It’s a passionate, pragmatic exploration of what’s changing and how agents and landlords can adapt with purpose. Kristjan and Tim don’t just talk compliance—they talk strategy. Expect honest reflections, industry anecdotes, myth-busting insights, and even a chuckle over MPs claiming "pet rent" on expenses.

Whether you’re a seasoned letting agent, a landlord trying to navigate reform, or a newcomer seeking clarity in chaos, this episode delivers the clarity, caution, and calls to action you didn’t know you needed.

🔗 Pro Tip: Stick around to the end for sharp soundbites on rent review tribunals, indefinite tenancies, and how AI is about to change tenant awareness forever. Plus, get Kristjan’s no-nonsense advice on the tenant-landlord relationship in a post-reform PRS.

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In this engaging episode of The Viking Chats, Kristjan Byfield—co-founder of The Depositary and self-proclaimed industry innovator—sits down with the brilliant Vicky Bibiris, Managing Director at award-winning agency Location Location, to explore one of the most underappreciated yet transformative elements of running a successful agency: process.

Let’s face it—“process” doesn’t always sound exciting. But as Kristjan and Vicky reveal in this thought-provoking conversation, getting your processes right is the bedrock of consistent, scalable, and exceptional service in the property sector.

🧩 Why Process Matters
Vicky passionately unpacks why having clearly defined, well-documented processes is non-negotiable in today’s competitive market. From onboarding landlords and progressing tenancies, to handling viewings and managing maintenance, the agency's success hinges on replicable, trackable systems. It’s not about robots—it’s about delivering a reliable, high-quality experience for every single client, every single time.

📏 From Instinct to Insight
Kristjan and Vicky discuss how strong processes enable data-driven decisions. Once your workflows are mapped and measured, you can identify bottlenecks, inefficiencies, or gaps—and improve them. It’s about evolving your agency from relying on gut instinct to building on measurable insights.

👩‍💼 Culture, Accountability & Empowerment
Process isn't just about operations—it’s about people. Vicky shares how empowering her team with clear processes creates a culture of accountability, ownership, and confidence. Staff know what’s expected, how to deliver it, and where they can go above and beyond. That clarity reduces stress, boosts morale, and supports professional development across the board.

🛠️ Tech as a Process Partner
Naturally, technology plays a starring role in this conversation. The duo explore how PropTech can underpin and streamline processes—without stripping away the human touch. It’s not about doing less; it’s about doing more of what matters. Automating the admin frees agents to focus on relationships, results, and reputation.

🌟 Why This Episode is a Must-Listen
Whether you're a seasoned agency leader, a start-up entrepreneur, or part of a growing lettings or sales team, this episode is packed with practical insights and “aha” moments. Vicky’s clear-eyed approach to operational excellence will inspire you to look at your own agency processes not as a chore—but as your biggest opportunity.

👂 Tune in now to hear how one of London’s most respected agents built a reputation for five-star service, not by doing everything—but by doing the right things, the right way, every time.

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In this powerful first episode of our new conversation series, Kristjan Byfield—co-founder of The Depositary & base property specilaists—sits down with Sian Metcalfe, Operations Director at Inventory Base, to unpack a fascinating and timely question: Can property technology (PropTech) actually help estate agents become more human?

Too often, PropTech is dismissed as cold or impersonal—seen as a digital wedge between agents and their clients. But what if the opposite were true?

💡 Reframing PropTech
Sian flips the script on the traditional narrative, arguing that PropTech isn’t about replacing people—it’s about freeing them. When tech takes care of the repetitive, time-consuming admin (like chasing paperwork or managing maintenance tickets), agents can focus on what really matters: empathy, connection, and delivering truly personal service.

👥 From Transactions to Relationships
The episode explores how the lettings and estate agency world can shift its mindset—from one focused purely on process, to one built around relationships. Signing a tenancy agreement or completing a sale shouldn’t be the end of the journey—it should be the start of a lasting, trust-based relationship. Kristjan and Sian discuss how tech can create space for deeper human moments throughout the property lifecycle.

🏡 Rethinking the High Street Agency
With online platforms dominating property searches, is the traditional agency storefront still relevant? Sian suggests bold new ideas—like transforming agencies into inviting, experience-led spaces that foster community and trust. Imagine dropping into your local agent for a coffee and a chat, not just to sign a form.

🤖 Tech as an Enabler, Not a Threat
Far from being a job stealer, AI and automation are reframed as tools that empower agents. The more tech can streamline operations behind the scenes, the more time agents have to do what humans do best—listen, advise, empathize, and connect.

🔥 Why This Episode Matters
This conversation is essential listening for anyone in the property world looking to reimagine their role in a rapidly evolving industry. Whether you're an agent, a tech provider, or simply curious about the future of property, this episode offers a fresh, hopeful perspective on how we can make real estate more personal, not less.

Tune in for an honest, inspiring, and forward-thinking discussion about how PropTech can unlock the most human version of agency work.

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