The Complete Agent - The Podcast For Premium Real Estate Agents

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.