Five Years From Now, Will Your Estate Agency Still Be In Business?

Hi, how are you? Now imagine the year is 2021. Maybe house prices crashed, maybe they didn’t or they continued upward, a correction happened, whatever, it doesn’t matter. What’s for sure is the business of buying and selling houses is not going away anytime soon.

The question is, are you strong enough to adapt to changes in the marketplace to ensure your business continues to grow? Before Rightmove and Zoopla and online estate agents we were kings of the high street. Now the information empowered home owner holds all the aces and you the sucker?

I speak to many estate agents about their businesses and it seems to me that the property portals, owned by a few agents have them by the balls. This is not necessarily a bad thing since property portals provide a great service.

The question is one of control. Control over your own future. If your marketing is shit and you have to depend on Zoopla and Rightmove for vendors and landlords then I think you have a problem.

If you think about it, why do people use property portals? The answer is simple. Value. Rightmove and Zoopla do not sell anything. They simply provide value. In exchange they get all the homeowner traffic and sell you leads. Which if it works well then great!

As we all know conflicts of interests exists in these arrangements. One of the immutable laws of marketing is the law of duality, which states that in the long run every market eventually becomes a two horse race.

Coke and Pepsi, Macdonalds and Burger king, Google and Bing, Windows and Macs, Labour and the Tories etc. The list goes own. How will the property industry be shaped by the law of duality and what are the far reaching consequences?

I feel a little bit sorry for estate agents like Aqeel in my area who are seeing their commissions and stock levels continue to decline and are barely surviving. I am also very frustrated that many are not willing to take strategic time out and make the investment to re-invent their businesses as property information or media companies.

Information is power. Knowledge is king. Everything else is commodity that could/will be gotten cheaper somewhere else. The question is who is making the recommendations? You, your competition or a blogger with time on their hands?

Rightmove and Zoopla do a good job but if you are an entrepreneurial estate agent, looking to thrive in the coming years and want control of your own destiny you could essentially leverage the need for human beings to connect with shared experiences and technology to create your own local, mini property portal.

By focusing on your strength, which is the local area and story telling you become a trusted, authoritative source of information for property owners in your coverage area. Rather than focusing your website on static sales information, you can curate dynamic content for the people you really care about.

Plug in portal API for data and charts and create your own content too. The result is a strategic advantage to get all the local traffic, which creates opportunities to build trust, local authority and therefore generate higher quality leads.


Not taking strategic time out to re-invent your business as a property information or media company is going to cost you in the long run. It’s like been currently addicted to doughnuts and not wanting to change habits to eat healthy. You can either have control of your own future or leave it to the likes of Connells and Countrywide to decide.

If you need help in developing a digital platform to engage local home owners rather than just another website. Please give me a call on 07450247253 for a free consultation.

You May Also Enjoy

Breaking News


Daily bite-sized proptech and property news in partnership with Proptech-X.   Renting to Students: TDS Poll Confirms Common Issues and Reasons for Disputes in Student Lets PRESS RELEASE: A recent poll by the Tenancy Deposit Scheme (TDS) asked agents and landlords about their experiences when renting to students. The TDS poll discovered common disagreements, the top causes of…
Read More
Budworth Hardcastle
Breaking News

Eddisons snap up Budworth Hardcastle for £1.8m

East Midlands based (in two separate locations) commercial property firm Budworth Hardcastle founded in the 1990’s with 18 staff members have been acquired by Eddisons. Budworth Hardcastle is a privately owned multi-disciplinary Chartered Surveying practice which is Regulated by The Royal Institution of Chartered Surveyors – Formerly Marriott Hardcastle and Budworth Brown prior to merging.…
Read More
Estate Agent Talk

How to Safely use Scaffolding Around the Home

If you have any work to be done around the outside of your home at a height you can’t easily reach, your first answer is to go for a ladder. But though they don’t look like a hazard, ladders are in fact very dangerous pieces of equipment responsible for many injuries that result in minor…
Read More
Breaking News


Daily bite-sized proptech and property news in partnership with Proptech-X.   On The Market: Housing market starts to rebalance as remarkable buyer and seller confidence prevails PRESS RELEASE: Our latest Property Sentiment Index shows confidence remained strong among serious buyers and sellers as supply and demand in the market has begun to show signs of rebalancing. –…
Read More
Breaking News

Johnny Cash’s California Home

Johnny Cash often sang about the hills and flowers and wide-open spaces, and he lived it too. In 1961, Johnny built a 4,500-square-foot home in rural Casitas Springs, California as his quiet place to escape from the rock ‘n roll lifestyle. A place he and his wife, Vivian, and their three daughters could enjoy family…
Read More
Estate Agent Talk

How do Estate Agents Need to Adapt Their Methods to Sell to Younger Generations?

The average real estate agent is 49 years old, while the median age of a prospective first-time homebuyer is 33. That’s a significant gap, and it highlights how a lot of agents may be out of touch with the best ways to connect with today’s property purchasers. The process of selling houses, apartments, and other…
Read More