The Complete Agent - The Podcast For Premium Real Estate Agents

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.  

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.

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.

Send us Fan MailThis 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.

Send us Fan MailIn 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.