I recently read an article by Richard Halpin, a brilliant businessman who created Homeserve and turned it into a £4bn company. His words about “influencers” struck a chord and made me think about, not only the plethora of such people who seem to dominate LinkedIn, TikTok, Instagram and the like, but, more importantly, about what is really important to your business in achieving sustainable growth.
In his article, Richard talked about Synergym, a fast growing fitness chain he has backed in Spain.
Synergym doesn’t chase big-name influencers when they launch in a new town. In his words, they don’t need the ones hungry for attention or a cheque! Instead they look for the people who already love their fitness product – the members, the loyal customers, the ones who post about them unprompted.
These people are not famous but they are trusted. The results are speaking for themselves; they are growing their business with an incredibly low acquisition cost per client.
In the residential property sector, trust is our currency.
Whether you’re selling homes, letting apartments, managing portfolios or, like me, providing services to businesses, reputation precedes everything. That’s why ambassadors, disciples, and advocates offer far more enduring value than influencers. While influencers might create a momentary buzz around a development or a lettings campaign, it’s the depth of relationship and authenticity that drives sustained growth in the property world.
A brand ambassador in property might be a long-time client who’s had a seamless transaction experience — someone who genuinely recommends your firm at dinner parties or via social media posts, not because they’re paid, but because they believe in your ethos and operation. They represent your values with consistency, often becoming informal extensions of your business development team. In a referral-driven industry, their influence has huge measurable impact.
Disciples, meanwhile, are emotionally aligned with your business purpose. Think of those landlords who engage with your community events, attend webinars, or contribute testimonials unprompted. They treat your success as their own, championing innovation and reinforcing credibility. Their belief spreads organically, and their endorsement carries the ring of truth that cuts through market fatigue and marketing overload.
Advocates tend to emerge from professional relationships — solicitors, surveyors, brokers, developers, or local tradespeople — who’ve seen your processes in action and choose to vouch for them. Their first-hand experience makes their voice powerful, especially in tightly networked local markets where a good word can secure a listing for your business on sensible terms. Unlike influencers, who may know little of EPC ratings, material information and conveyancing issues, advocates speak the language your clients and potential clients trust.
By contrast, influencers in property might be able to amplify a new listing or development, but the relationship is often transactional. Their audience may not actually be actively looking to buy or rent, and the message can lack relevance or authenticity. The danger lies in style over substance — especially in a market where decisions are of high financial value and emotionally charged.
Success in residential property thrives on relationships, reputation, and repeat business. That’s where ambassadors, disciples, and advocates offer unmatched long-term value. They don’t just promote — they validate. They don’t just amplify — they anchor.
In your business, who are your ambassadors, disciples and advocates and what are you doing to engage and resonate with them?
In the residential property industry, that kind of resonance is gold dust. Time to start mining it!
Michael Day, MD of Integra Property Services, is a business trainer, coach and mentor with 50 years of experience in the residential property sector.
