The letting agents most likely to succeed in 2026 are those who recognise the true value of their time, says Sally Lawson of Agent Rainmaker.
The industry trainer highlights that time is a letting agent’s most valuable resource. She urges agents to take a hard look at how they manage, price, and protect it – especially as the sector faces evolving regulations, rising costs, and mounting operational pressures.
“The message for this year? Stop doing everything for free,” Said Lawson. “It’s time to ditch the two-service approach for fully-managed or let-only services, and charge for everything you do.
“Because time is the only thing business owners can’t replace, and most letting agency owners go into business to gain freedom. Freedom of time, choice, and control. But for many, it becomes the scarcest resource.
Lawson offers the following tips:
Treat time as a premium asset
Every service delivered requires time, expertise, and responsibility. Agencies that recognise this are better placed to protect margins and avoid burnout
Review what you charge for (and why)
Many agents still include valuable services as standard. Reviewing what can be charged separately will unlock new revenue without increasing workload
Expand beyond two service options
Agencies offering only let-only or fully managed services could be missing a trick – and a service that many would be willing to pay for. Better serve clients through flexible, clearly priced add-ons
Monetise expertise, not just transactions
Valuations, compliance checks, property preparation, premium marketing, legal coordination, and specialist services all require professional input. And can be priced accordingly
Build freedom into the business model
Charging for all available services allows owners to step back from day-to-day firefighting and focus on leadership, growth, and long-term strategy.
“Charging for services isn’t about being expensive – it’s about being sustainable,” Lawson. “When agencies value their own time, they create healthier businesses, stronger teams, and better outcomes. And anyone thinking “I can’t charge for that” – trust us, people are happy to pay what you’re worth. The ones who refuse? Are also likely the clients that take up the most time and energy.
“When your time is respected, you gain more than revenue – you gain freedom.”
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