The Complete Agent - The Podcast For Premium Real Estate Agents

Ian Storey, David Warburton and James Kendall

Hosted by top-performing estate agents David Warburton, Ian Storey and James Kendall. The Complete Agent Podcast is your weekly inside track on building a smarter, more profitable estate agency.... without the fluff.  With over 60 years of combined experience, your hosts bring real-world strategies, proven marketing tactics, and honest conversations from the front lines of the UK property market. Each episode delivers practical insights on winning premium listings, commanding five-figure fees, navigating market shifts, and building a brand that attracts the right clients. Whether you're an independent agent, self-employed, or scaling your own agency, this is the podcast you’ll wish you found sooner. Direct mail, social media, mindset, market insight, and the systems we actually use - all laid bare. Join the UK's most ambitious agents and start becoming a Complete Agent. Join the Private Facebook Group here! - https://www.facebook.com/groups/911153513904767/

  1. 6d ago

    140. Did the Budget Just Set the Stage for a General Election?

    The Budget Is Over. Now Estate Agents and Sellers Need to Get Real. Has the Budget changed the property market, or are estate agents and sellers using it as another excuse to delay making decisions? In this episode of The Complete Agent Podcast, James Kendall, Ian Storey and David Warburton discuss the latest Budget, mortgage rates, buyer affordability and what all of this means for estate agents trying to get properties sold in a challenging market. With viewing activity slowing, fewer sales being agreed and increasing competition between sellers, the trio explore whether the biggest problem facing the housing market is government policy or simply a growing disconnect between asking prices and what buyers can actually afford. James shares his experience attending The Spectator's post-Budget briefing in Westminster, chaired by Michael Gove, where economists, political commentators and financial experts discussed the implications of the Chancellor's announcements. The conversation explores why the absence of major changes to stamp duty and property taxation may be more significant than some of the measures that were announced, and whether the uncertainty surrounding the Budget has been holding back buyers and sellers. But the discussion quickly moves beyond the headlines. James breaks down the relationship between government borrowing, gilt yields and mortgage pricing, explaining why changes in the wider financial markets can have a significant impact on buyers' monthly repayments. The group also discuss fiscal drag, the often overlooked effect of frozen income tax thresholds, and why households can find themselves paying more tax even when their earnings haven't improved in real terms. For estate agents, understanding these pressures is essential. A seller might believe their property is worth what it was six months ago, but if the buyer's mortgage now costs hundreds or even thousands of pounds more each month, their purchasing power may have changed dramatically. Dave shares examples of transactions being affected by mortgage affordability, including a sale where an expired mortgage product triggered a last-minute renegotiation and threatened to derail the entire deal. Ian explains why, despite the challenges, there are still plenty of buyers and sellers in the market. His team continues to agree sales, secure premium fees and build a strong pipeline by concentrating on motivated clients and having honest conversations about pricing. The trio also debate whether political uncertainty and the possibility of future changes to stamp duty could encourage some homeowners to delay moving, particularly at the upper end of the market. One of the strongest messages throughout the episode is that estate agents cannot afford to become distracted by everything happening in the wider economy. Yes, you need to understand the market. Yes, you need to be able to explain mortgage rates, affordability and the implications of government policy. But ultimately, your job remains the same: find people who genuinely want to sell, find people who genuinely want to buy and bring them together. Whether you're an estate agency owner, valuer or negotiator, this episode offers a practical perspective on how to interpret economic uncertainty, advise sellers confidently and continue generating business when the market becomes more difficult. Because the best estate agents don't simply report what the market is doing. They help their clients make informed decisions and get moving. Find out more about The Complete Agent at www.thecompleteagent.co.uk

  2. Oct 24

    139. Why Your Estate Agency Is Struggling (And How To Fix It)

    When the property market gets difficult, it's easy to blame mortgage rates, buyer confidence, the economy or sellers who refuse to adjust their expectations. But how much of your success is actually determined by the market, and how much comes down to the way you think? In this episode of The Complete Agent Podcast, James Kendall and Michelle Smith explore the psychology behind successful estate agency and why mindset, language and the stories we tell ourselves can have such a powerful influence on our results. Drawing on her experience in coaching, positive psychology and Neuro-Linguistic Programming (NLP), Michelle explains why the first step is learning to control what you can actually influence. You can't control interest rates, the economy or geopolitical events. But you can control your prospecting, your conversations, your advice, your follow-up and the attitude you bring into the office every morning. James shares how he's been navigating the current market, including conversations with sellers whose expectations haven't caught up with the realities of mortgage affordability. He explains why agents need to go beyond simply telling clients that the market is difficult and instead educate them on what's happening and how it affects their ability to move. The conversation then explores the stories agents tell themselves. How often have you heard someone say that buyers aren't buying, sellers won't reduce or there's no point making that call because you already know what the answer will be? Michelle challenges these assumptions and explains how the meaning we attach to situations can limit our decisions and behaviour before we've even taken action. James also opens up about his own tendency to overthink situations and anticipate the worst, while Michelle explores how those same characteristics can be reframed into strengths, particularly when it comes to staying ahead of clients and delivering exceptional service. They discuss the importance of language, how negative generalisations can influence team culture and why leaders need to recognise the beliefs that might be holding their people back. Michelle also shares a fascinating psychological study involving hotel housekeepers, exploring how changing people's perception of their daily activity appeared to influence both their mindset and physical health. The discussion then turns to the information we consume. From negative industry conversations and social media to the people we surround ourselves with, Michelle explains why being intentional about what we focus on can make a significant difference to how we approach challenges. Finally, James brings everything back to practical estate agency. Review your existing stock, identify your most motivated buyers, refresh your marketing, have the difficult pricing conversations and find opportunities that other agents might be overlooking. Because in a challenging market, simply waiting for the phone to ring isn't enough. The agents who succeed are the ones who take responsibility, challenge their assumptions and actively create opportunities. A thought-provoking episode for estate agents, business owners and team leaders who want to develop a stronger mindset, improve their decision-making and approach challenging market conditions with greater confidence. Find out more about The Complete Agent at www.thecompleteagent.co.uk

  3. Oct 16

    138. 90 Days to Turn Your Estate Agency Around: More Instructions, More Sales, Better Results

    What would you do if your estate agency hadn't won an instruction in three weeks, sales were slowing down and your pipeline was looking worryingly thin? In this episode of The Complete Agent Podcast, James Kendall and Michelle Smith tackle a challenge facing many estate agents right now: how to rebuild momentum, generate more business and get properties sold when the market feels like it's working against you. With fewer buyers, higher mortgage costs and a growing gap between seller expectations and what buyers are prepared to pay, it's easy to blame the market. But James and Michelle argue that the agents who perform best in challenging conditions are those who take control of what they can actually influence. Together, they break down a practical 90-day approach to turning an estate agency around, starting with identifying where the business is losing opportunities. Michelle explains why the first step isn't simply telling the team to work harder. It's understanding the numbers, identifying weaknesses in the sales process and getting to the bottom of what's really holding the business back. Sometimes the problem isn't a lack of valuations. It's poor conversion, unrealistic pricing or a team that has lost confidence. The conversation then turns to one of the biggest opportunities in the current market: buyer work. Rather than waiting for the phone to ring, James and Michelle explain how agents can generate sales from their existing database, identify genuinely motivated buyers and create opportunities by matching those buyers with properties they might previously have overlooked. They also explore how to turn existing stock into sales without immediately resorting to price reductions. From reviewing presentation and marketing to proactive buyer calls, collaborating with other agents and thinking creatively about where potential buyers might come from, the message is clear: great estate agents create opportunities rather than simply wait for them. With instruction levels under pressure, the pair also discuss the importance of prospecting, targeted direct mail and door knocking. Michelle explains why approaching homeowners with genuine advice and a service-led mindset can be far more effective than simply asking whether they want a free valuation. Another major theme is conversion. Are agents losing instructions because there aren't enough opportunities, or because they're failing to secure the opportunities already in front of them? Michelle makes a compelling case for asking for the business during the valuation appointment, while James shares how to make closing feel like a natural part of a professional conversation rather than an uncomfortable sales technique. Finally, they tackle a tempting response to a difficult market: reducing your fees to win more business. Their message is simple. When transactions are harder to secure and sales are taking longer to complete, cutting your fees can leave you working harder for less money. The answer is to become more valuable, not cheaper. Whether you're running an established agency that's lost momentum, trying to improve your team's performance or simply looking for practical ways to generate more instructions and sales, this episode is packed with actionable advice you can start implementing tomorrow. Because turning your business around doesn't necessarily require a new system, a new brand or a bigger marketing budget. Sometimes it starts with better conversations, clearer priorities and consistently doing the things that actually generate business. Find out more about The Complete Agent at www.thecompleteagent.co.uk

  4. Oct 8

    137. Part 1/2: Are agents blaming the market when the real problem is how they manage their sellers?

    In this episode of The Complete Agent Podcast, James Kendall, Ian Storey, David Warburton and Michelle Smith tackle one of the biggest challenges facing agents right now: pricing, seller expectations and having the difficult conversations required to actually get properties sold. The discussion starts with a simple question. If a property has been sitting on the market without meaningful interest, is the market really to blame, or were the wrong expectations created from the very beginning? Michelle explains why the language agents use matters. Describing a market as “price sensitive” might make sense internally, but sellers and buyers need to understand what that actually means for them. The strongest agents are able to take market conditions, affordability, competition and buyer behaviour and translate them into clear advice their clients can act upon. Ian explains why the problem often begins at the valuation appointment. Rather than telling a seller “my valuation is £850,000”, the agent should position themselves as an adviser using market evidence to help the seller make an informed decision. If the agent claims ownership of the original valuation, asking for a price change later becomes considerably more difficult. Dave shares the story of a seller he originally advised at around £750,000 to £800,000. The seller chose agents suggesting figures as high as £900,000 and, two years later, is still on the market. The difficult reality is that the property is now likely worth less than it was when the original advice was given. The seller wanted to move to Spain two years ago and could potentially have already been there had the property been positioned correctly from the outset. The group also debate whether an agent should ever accept an instruction at a price they do not believe the market will support. Sometimes testing the upper end of a credible range can be part of a sensible strategy, but there is a big difference between testing the market and simply telling a seller what they want to hear. A major theme throughout the episode is that a price realignment should never come as a surprise. The work starts at the initial appointment and continues through every conversation, piece of feedback and market update that follows. By the time a change in strategy is required, the seller should already understand why. The team also challenge the way many agents use Rightmove statistics. Simply emailing a seller a report showing thousands of property views achieves very little if nobody is actually booking a viewing. Instead, those numbers should be combined with buyer feedback, comparable properties, database activity, social media performance and proactive marketing to explain what the market is really saying about the property. Finally, the conversation turns to how agents should actually deliver difficult advice.  Rather than nervously asking, “Have you thought about reducing the price?”, the strongest agents give clear professional guidance based on what has happened so far, what the seller wants to achieve and what needs to change to generate the next result. A practical discussion about pricing, positioning, communication and why the strongest estate agents in a challenging market are not simply listing homes. They are managing expectations, educating clients and confidently advising them on what needs to happen next.

  5. Oct 1

    136. If We Started Our Estate Agencies Again Tomorrow, We'd Do THIS w/ Special Guest Simon Gates

    If you had to start your estate agency again tomorrow, knowing everything you know now, what would you do differently? In this episode, James Kendall and Dave Warburton are joined by Simon Gates for a detailed conversation about how they would build an estate agency from scratch in 2026. Simon draws on conversations with hundreds of agents to explain why there is no single winning business model. High street, self-employed, brokerage, boutique and volume models can all work. The bigger mistake is trying to be everything to everyone. His advice is to decide exactly what you want to be known for and commit fully to it. The trio discuss whether they would open a high street office, how tightly they would niche their patch and why your personal brand may be more important than your company brand when starting out. They also reveal where they would spend their first marketing budget. Direct mail, video and brand come out on top, while expensive offices, unnecessary technology, multiple portals and scattergun leaflet drops are questioned. Fees inevitably come into the conversation too. Would they launch immediately at 2% with no stock or track record? The consensus is that you should never build your lead generation around being cheap, although there may be occasions early on where doing a strategic fee deal helps secure the right instruction and build credibility. Simon then answers one of the most useful questions in the episode: how would you get your first ten instructions? His answer starts with the phone. Contact everyone you know, tell them what you're doing, ask for introductions, reviews and opportunities. If he needed an instruction that day, he would then go and knock on doors. The group also discuss hiring, outsourcing and why business owners need to remove themselves from low-value administration as early as possible so they can focus on winning stock and generating revenue. Finally, Simon shares perhaps the most important lesson he would implement from day one: mindset. Skills, marketing and systems matter, but if you don't genuinely believe you are good enough to win the instruction, command the fee or compete at the premium end, that doubt will follow you into the living room. A practical episode for anyone starting an agency, going self-employed or rebuilding an existing business with the benefit of hindsight.

  6. Sep 24

    135. You Want 2%. But Are You Actually Worth It?

    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.

  7. Sep 17

    134. Presentation gets you considered. Pedigree makes you credible. Consistency makes you trusted.

    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.

  8. Sep 12

    133. The Estate Agent Who Increased His Fees By 65% And Still Grew Ft. Michael Parry

    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.

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About

Hosted by top-performing estate agents David Warburton, Ian Storey and James Kendall. The Complete Agent Podcast is your weekly inside track on building a smarter, more profitable estate agency.... without the fluff.  With over 60 years of combined experience, your hosts bring real-world strategies, proven marketing tactics, and honest conversations from the front lines of the UK property market. Each episode delivers practical insights on winning premium listings, commanding five-figure fees, navigating market shifts, and building a brand that attracts the right clients. Whether you're an independent agent, self-employed, or scaling your own agency, this is the podcast you’ll wish you found sooner. Direct mail, social media, mindset, market insight, and the systems we actually use - all laid bare. Join the UK's most ambitious agents and start becoming a Complete Agent. Join the Private Facebook Group here! - https://www.facebook.com/groups/911153513904767/

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