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. 3d ago

    119. Buyers Have More Data Than Ever. Now What?

    This week on The Complete Agent Podcast, the team discuss a market that remains active but increasingly price sensitive. Ian shares updates on Storey Homes’ expansion into Knutsford, the launch of a new mortgage brokerage, and the challenge of slow conveyancing times despite a strong pipeline. James talks through recent premium instructions, the impact of high quality marketing on winning listings, and why homeowners are increasingly recognising the difference between a basic Rightmove listing and a comprehensive marketing strategy. Dave reflects on a busy sales pipeline and the importance of keeping sellers informed during a market where buyers are negotiating harder than ever.   The main discussion centres around the growing use of AI by buyers during negotiations. The team explore how tools such as ChatGPT are being used to generate low offers backed by seemingly persuasive market data, and what agents can do to handle these conversations effectively. Rather than becoming defensive, they discuss the importance of understanding buyer motivations, using local market data confidently, and focusing on emotional drivers rather than simply debating statistics.   Michelle adds a coaching perspective, explaining why emotional intelligence is becoming even more valuable in an AI-driven world. The conversation covers how to diffuse difficult negotiations, build stronger relationships with buyers and sellers, and ensure teams are equipped to handle increasingly informed consumers. The episode concludes with practical advice on pricing, seller expectations, and why strong communication remains the most valuable skill an estate agent can possess.

    37 min

  2. May 29

    118. The Boundary Problem Costing Agents Their Freedom

    In this episode, James Kendall and Michelle Smith explore one of the biggest challenges facing estate agency business owners: how to genuinely switch off. The conversation starts with Michelle reflecting on a family holiday to Rhodes and the surprising creativity that emerged once she disconnected from the day-to-day demands of business and life. That sparks a wider discussion around burnout, boundaries, leadership, coaching and the importance of building a business that can operate without you constantly being present. Alongside the discussion on holidays and leadership, James also shares practical advice on dealing with slower-moving listings, managing seller expectations and understanding the difference between patience and pricing problems in today’s market.

    52 min

  3. May 28

    SPECIAL EPISODE 4/4 OTG X TCA Part 4: The £100K Mistake Agents Make When Pricing Homes

    In episode four of Open the Gates to More Listings meets The Complete Agent, the focus shifts to the full lifecycle of getting a property sold, and why top-performing agents are achieving around 80% completion rates versus a UK average closer to 55%. The conversation makes one thing clear from the outset. Selling homes is not luck. It is a structured, repeatable process built on pricing strategy, marketing quality, buyer management, and strong sales progression. It starts in the living room. Rather than “valuing” a home, the approach is to educate the seller using data. Price per square foot, market cycles, supply and demand, and affordability all remove emotion and opinion. This reframes the conversation from “what do you think it’s worth?” to “what will the market pay?” From there, everything flows into strategy. Properties are not rushed onto portals. Instead, a pre-launch phase is used to test pricing, gather real buyer feedback, and build early demand. This avoids wasting the crucial first few weeks online and reduces the need for reactive price reductions later. Marketing is treated as a key differentiator. Not just listing a property, but positioning it properly through presentation, storytelling, and targeted exposure. Done well, this creates demand. Done poorly, it forces reliance on price drops. The episode also highlights that communication is what keeps deals alive. Sellers are kept informed, expectations are managed early, and pricing conversations are framed as market-led decisions rather than agent error. This is a major factor in maintaining client trust and reducing fall-throughs. Negotiation is another defining point. Strong agents control the process, set expectations with buyers, and actively work offers rather than simply passing them on. The difference between an order taker and a negotiator often comes down to tens of thousands of pounds. Finally, the importance of sales progression is emphasised. Getting a property “under offer” is only half the job. Managing chains, working with solicitors, spotting risks early, and maintaining momentum is what ultimately turns agreements into completions. The core takeaway is simple. High completion rates are not about working harder, but working smarter across every stage of the journey. From pricing and positioning through to negotiation and progression, consistency in process is what delivers consistent results.

    56 min

  4. May 25

    117. Cracking the Flags?

    Send us Fan Mail This episode of The Complete Agent Podcast focuses on the current state of the market, premium positioning, valuation strategy, communication, and why many agents continue to lose instructions despite strong market activity. All three hosts report strong pipelines, healthy instruction levels and ongoing buyer activity, but agree that today’s market is highly price sensitive. There are still buyers, viewings and offers, however negotiations are taking longer, low offers are more common and buyers are increasingly attempting renegotiations during conveyancing. A recurring theme throughout the discussion is that many agents still fail at the fundamentals. Poor communication, weak marketing and a lack of strategic pricing continue to create opportunities for agents who deliver a higher standard of service. The conversation also explores premium market positioning, the importance of selling the right properties rather than every property, and how agents can build authority by demonstrating expertise, data and consistency rather than simply competing on fees.

    33 min

  5. May 21

    ⁠SPECIAL EPISODE 3/4 OTG X TCA Part 3: The Mindset Shift That Doubles Your Estate Agency Fees

    Send us Fan Mail In part three of Open the Gates to More Listings meets The Complete Agent, Simon Gates, James Kendall, Dave Warburton and Ian Storey unpack the journey from low-fee, high-volume estate agency to consistently commanding 2% plus fees, five-figure commissions and upfront payments. The episode explores the mindset shift required to move away from “cheap and cheerful” agency towards a premium, value-led model. The discussion highlights that higher fees are not just about confidence, but about building a brand, service, and client experience that justifies them. Key themes include learning from better operators, surrounding yourself with higher-performing agents, improving marketing quality, and creating a consistent, high-end client journey from the first phone call through to completion. They also break down how to present value properly, how to position upfront fees as a commitment rather than a cost, and why better service naturally leads to better instructions. The overall message is clear. You do not jump to premium fees overnight, but with the right belief, structure, and delivery, any agent can move upmarket and charge what they are truly worth.

    53 min

  6. May 14

    SPECIAL EPISODE Part 2/4 Opening The Gates X The Complete Agent - Part 2: Why Direct Mail Still Beats Most Estate Agent Marketing

    Send us Fan Mail In part two of Open the Gates to More Listings meets The Complete Agent, Simon Gates, James Kendall, Dave Warburton and Ian Storey break down how estate agents can use direct mail properly to win better instructions, higher fees and more trust with homeowners. The episode explores why direct mail still works, especially at the mid to higher end of the market, and why the quality of the envelope, handwriting, paper, content and consistency all shape how an agent is perceived before the homeowner ever picks up the phone. The conversation covers quarterly market updates, on-market letters, withdrawn property campaigns, VIP buyer letters, and why direct mail should educate rather than simply advertise. The key message is that prospecting works best when it feels like a service, not a sales pitch. They also discuss how direct mail links with social media, why older high-end homeowners often respond better to print, and how agents can use handwritten, highly targeted communication to separate themselves from generic leaflet drops and AI-generated content.

    50 min

  7. May 7

    SPECIAL EPISODE Part 1/4 Opening The Gates X The Complete Agent - Before You Charge More, Fix This First

    Send us Fan Mail Full video live on YouTube and Spotify.  In this episode, Simon Gates is joined by James Kendall, Dave Warburton and Ian Storey to break down exactly how estate agents can transition from low fee, high volume business into the mid to higher end of the market. The conversation centres around a core principle most agents struggle to commit to: selectivity. Rather than taking on everything, the panel explains how deliberately turning away lower quality stock early on helps shape brand perception and attract higher value homes. They explore the reality of starting out, including the pressure of cash flow, the role of confidence, and why many agents fail because they try to “ease into” the higher end rather than fully committing to it. A major theme throughout is how you look as a business. From branding and websites through to brochures, boards and even business cards, the discussion highlights how perception drives instruction at the top end of the market. Poor alignment between marketing quality and target client will immediately undermine credibility. The group also dives into: * Why branding often needs a full reset, not a tweak * The importance of consistency across every listing and touchpoint * How better quality marketing directly influences the type of client you attract * Why most agents’ marketing strategies last weeks, not months, despite properties sitting on the market for far longer * How to generate higher-end listings through direct mail, social media, and on-market prospecting * The opportunity sitting in unsold, overpriced stock * Why price, not marketing, is often the real issue when properties don’t sell * And ultimately, why you are the USP, not just your marketing The episode finishes with a clear message: breaking into the mid to higher end isn’t about one tactic. It’s about clarity of brand, consistency of execution, and the discipline to do the basics better than everyone else.

    48 min

  8. Apr 30

    116. The Anxiety Behind Showing Up Online

    Send us Fan Mail In this episode of The Complete Agent Podcast, Dave Warburton, James Kendall, Ian Storey and Michelle Smith discuss the reality of putting yourself on camera, dealing with self doubt, and why video is now non negotiable for estate agents who want to build trust and authority. Michelle shares her honest experience of stepping into a professional content day with Digital Sparks, despite not being naturally comfortable on social media or video. The conversation opens up into a deeper discussion around anxiety, overthinking, internal self talk and the practical ways agents can push through discomfort to do the things that move their business forward. The team also touch on the current property market, with valuations slightly lighter in some areas but strong buyer activity, good listings, active offers and continued demand for well presented, correctly priced homes. There is also a useful discussion around sensitive client conversations, including probate, bereavement and the importance of being human first. The main takeaway is simple. Video is not going away. Confidence comes after action, not before it. If agents want to build a stronger personal brand, create trust before the valuation and stay relevant in 2026, they need to start showing up.

    39 min
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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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