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Simon Leadbetter, founder of We Are Unchained and creator of The Voice of the Agent, has unveiled a framework built on nine years in the industry and three years of research into agency performance that he says pinpoints six key drivers that separate top-performing agencies from the rest.
The model identifies six components that correlate strongest with growth:
+ Hyperlocal or hypertargeted market focus
+ Professional maturity beyond transactional selling
+ Meaningful investment in marketing
+ Omnichannel execution across brand and sales
+ Confidence in fee structures
+ Operational efficiency through proptech and intelligent automation
Speaking after We Are Unchained’s The Voice of the Agent 2025 conference at Bletchley Park last Friday, which attracted more than 160 senior estate agency leaders, founders, PropTech innovators and industry specialists, Leadbetter said: “Estate agency has long been portrayed as an art driven by instinct. Our research shows that the most successful agents treat it as a discipline.”
“When you understand the market, the strategy becomes obvious,” he continued. “Growth is not a mystery. It is a system built on insight, investment and execution.”
Other speakers added their own perspectives on the growth equation.
Heather Staff, Street Group, framed success as the fusion of high skill and high technology, supported by a modern customer experience and a systemised marketing engine.
Geocale’s Ben Marley demonstrated how locality remains one of the most powerful levers for winning instructions.
Victoria Lambden of GlueDog used a simple traffic light model to show how clarity, not complexity, drives change.
ModelProp and MyPorta’s Mal McCallion challenged the room to consider whether major portals are equipped to harness artificial intelligence.
Prime market specialists Ross D’Aniello, Maria Santillana, Steve Eakins, Elaine Penhaul and Alexandra Wood highlighted that relationships and presentation continue to differentiate quality agents from their competitors.
Kate Faulkner delivered a data led masterclass on economic realities of the housing market.
David Opie, Clare Yates MNAEA, Simon Thomas and Matt Baldock dissected the long-standing estate agency and conveyancing friction, demonstrating how collaboration can materially reduce transaction delays.
Ben Nicholas (of Experian) showcased the predictive power of postcode data.
William Ullstein (CEO of YouGov UK) offered an evidence-based view of the emerging consumer whose expectations are radically different from those agents have traditionally served.
Leadbetter added: “Estate agency succeeds when insight shapes strategy and when strategy is executed with discipline. What matters now is not what was said in the room at Bletchley Park. It is what happens next.”
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