One of the conversations I have most often with homeowners is about pricing.
It’s completely understandable. If you’re selling your home, adding “just another £10,000” to the asking price can feel like it’s worth a try. After all, you can always come down later… can’t you?
The reality is, in most cases, that approach ends up costing sellers both time and money.
As someone who lives and works here in North Devon, I spend every day speaking to buyers, carrying out viewings and seeing first-hand how people react when a new property comes to the market. What I’ve learnt over the years is that the first couple of weeks are incredibly important. That’s when your home gets the most attention, the most online views and the greatest number of enquiries.
If the price isn’t right, buyers simply move on.
Today’s buyers are well informed. Before they even book a viewing, they’ve usually compared your home with everything else that’s available locally. If they feel it’s overpriced, they’ll often wait to see if the price comes down rather than arranging a viewing.
That’s why I always encourage my clients to focus on achieving the best result, rather than simply the highest asking price.
Ironically, pricing correctly from day one is often what creates the strongest competition between buyers. More viewings usually lead to more interest, and more interest gives you a much stronger negotiating position.
I saw exactly that happen with a lovely three-bedroom link-detached home on Bramble Walk in Barnstaple. Because we positioned it realistically from the outset, it generated numerous viewings and an offer was accepted in just 20 days. Better still, the sellers were then able to secure the home they had already fallen in love with before bringing their own property to market. Having that certainty made the whole moving process far less stressful for them.
One of the things I love about working in North Devon is that demand for homes here remains incredibly healthy. Whether it’s families looking for more space, people relocating for a better lifestyle or buyers searching for a second home by the coast, there are always people wanting to make this part of the world home.
We have so much to offer – welcoming communities, fantastic schools, beautiful countryside, Exmoor National Park on our doorstep and, of course, one of the most stunning coastlines anywhere in the country.
That doesn’t mean every property will automatically achieve a premium price, though. Buyers still expect value, and they know the market better than ever.
For me, valuing a property isn’t about telling someone the highest number they want to hear. It’s about giving honest advice, backed by local knowledge and current market evidence, so you can make informed decisions and move forward with confidence.
If you’re thinking about selling in Barnstaple or anywhere across North Devon, I’d be more than happy to give you an honest opinion of what your home could achieve in today’s market – with no pressure and no sales pitch, just straightforward advice from someone who knows the local market well.
Author: adamh
How I Sold This Home on Forge Close, Fleckney in 10 Days
Selling a home quickly isn’t about luck. It’s about understanding exactly what makes a property stand out, pricing it to create genuine competition, and controlling how buyers experience it from the very first day. Here’s how that played out on a recent sale on Forge Close.
A home with a genuine point of difference
This was an attractive four-bedroom detached home, tucked away on a private drive and set on a generous plot, with a large garage attached. From the outset, it was clear that the privacy, the driveway, and the garage would be a real rarity at this price point. Homes with that combination don’t come up often, and buyers know it. The strategy from day one was to make sure the marketing led with those points rather than burying them, because they were what would genuinely set this property apart.
Pricing to create competition, not just to sell
The vendor was chain-free, which gave us flexibility, but the pricing decision was where the real strategy came in. At the time, there were homes on the market above £400,000 that simply weren’t moving, several had sat unsold or been heavily reduced after missing that crucial early interest. At the same time, a handful of smaller properties had listed around £375,000 and gone sale agreed, but it had taken as long as five months to get there.
Neither of those outcomes was right for this home. The wider market at the time was price sensitive, buyers were doing their research, comparing closely, and quick to overlook anything that felt optimistically priced. Getting the price right first time was essential, not just to avoid sitting unsold like the homes above £400,000, but to make sure the property was taken seriously from the moment it launched. Pricing it at £400,000 sat in exactly the right place to draw serious interest quickly, positioned above the stalled competition but priced to move rather than sit and wait.
Banking demand before opening the doors
We launched to the market on a Friday afternoon, and rather than opening viewings immediately, we held them back until the following Saturday, eight days later. That was a deliberate decision. Telling buyers there was interest in a property is one thing, showing them is far more effective. Holding the viewings back gave us the time to build a genuine queue, and it demonstrated to every buyer walking through the door that urgency would be needed if they wanted to secure the property.
Nine viewings, one weekend, a sale agreed
That Saturday, nine viewings took place. By Sunday, after negotiations, the property was sale agreed. As expected, the level of interest meant there were multiple offers, and inevitably some buyers missed out. The vendor received offers at 99% of the asking price, but rather than automatically taking the highest, they chose the buyer who was in the strongest position to complete quickly. It was the smartest outcome for their circumstances, not just the most obvious one on paper.
If your home compares, it’s worth a conversation
If you own a home with genuine points of difference, a private plot, a garage, chain-free status, or anything that sets it apart from the general market, it may be worth more to the right buyer, and it may move faster than you’d expect with the right approach. If that sounds like your situation and you’re considering a move, get in touch. I’d be glad to talk it through.
Working with a Fleckney Born-and-Bred Agent
If you’re thinking about buying or selling in Fleckney, there’s a question worth asking before you pick an agent: do they actually know the village, or do they just cover it?
I grew up in Fleckney. I spent the first twenty-five years of my life here, and for the past ten years I’ve built my career in estate agency focused on south Leicestershire, this village and the surrounding area. A few years ago, I moved back, and my wife and I made a deliberate choice to raise our family in the village we both know so well. That’s not a talking point I’ve picked up for marketing purposes. It’s simply where I’m from, and where I’ve chosen to stay.
The village most people get wrong
The thing that gets overlooked most often by agents who don’t know Fleckney is how well connected it actually is, while still feeling genuinely rural. Yes, it sits a little way off the bypass, but you’re looking at around a 20-minute drive to Market Harborough, Leicester city centre, and Oadby and Wigston are also within easy reach. You get all the benefits of village life, the quiet, the community, the sense of space, without the isolation that puts some buyers off villages altogether.
That combination is becoming more relevant than ever. Leicester City Council’s boundary is expanding, and Fleckney sits just outside it. I’m now seeing a noticeably wider pool of buyers considering the village, across every demographic, many of whom previously wouldn’t have looked beyond Wigston or Oadby. That boundary detail is exactly the kind of thing that only comes up if you’re speaking to people on the ground day to day, and it’s shifting how people think about the area.
A village with genuine variety
Fleckney’s property stock reflects its history. There are period homes throughout the village with real character and traditional features, alongside more contemporary properties for buyers who want something newer. Two recent developments, Freer Road and Burton Way, have also gone in, and importantly, they’ve been built in central locations rather than tucked away on the outskirts. That matters more than it might sound. It means new residents are woven into the village from day one, not living somewhere adjacent to it.
Life here, from a parent’s perspective
I’m not just telling you Fleckney is a great place to raise a family. I’m living it. My eldest daughter has just finished her foundation year at Fleckney Primary School, and my middle daughter starts in September. The school has been excellent, in the classroom, in the support it offers, and in the sense of community around it. When I talk to buyers with young families about what it’s actually like to settle here, I’m not repeating something I’ve read. I’m telling them what I see every week.
Local knowledge, put to work for you
I operate as a personal agent, which means every client I work with gets my direct, dedicated attention throughout their transaction, not a handover to someone else once the initial conversation is done. I’ll write more about exactly how that works, and why I chose to build my business this way, in a future post.
For now, if you’re weighing up a move to Fleckney, or thinking about selling here, and you’d like to know what it’s really like to work with someone who knows the village from the inside, get in touch. I’m always happy to talk it through.
Is Autumn a Good Time to Sell a House in Chester? (Autumn 2026)
If you’re thinking of selling this autumn, you’re probably asking yourself one question… Should I wait until spring?
It’s a question I’ve been asked a lot over the last few weeks. With mixed national headlines, mortgage rates edging upwards again and endless commentary about the housing market, it’s understandable that many homeowners are wondering whether autumn is the wrong time to sell.
Based on what I’m seeing across Chester and the surrounding villages, my answer is no. The market hasn’t stopped. It has simply become more selective.
Having spent more than 15 years selling homes across Chester and Cheshire, I know that national averages only ever tell half the story. Property has always been local, and what’s happening in London has very little bearing on what’s happening in Hoole, Handbridge, Tarporley or Tattenhall.
What I’m Seeing on the Ground
One phrase I keep hearing is:
“Nothing seems to be selling.”
That simply isn’t what I’m seeing.
Homes between £300,000 and £600,000 remain what I call the gold dust price bracket. These family homes continue to generate healthy viewing numbers and competitive offers, particularly when they’re presented well and priced sensibly from day one.
The biggest difference compared with a few years ago isn’t demand. It’s buyer confidence.
Today’s buyers want certainty. They are increasingly happy to pay more for a finished home than gamble on the unknown cost of renovating one.
Only a few years ago, buyers would often overlook a tired kitchen or dated bathroom because they could see the potential. Today, many won’t.
With labour costs and building materials still significantly more expensive than they were a few years ago, people are thinking much harder before taking on a project.
That doesn’t mean renovation homes won’t sell. It simply means pricing needs to reflect today’s market rather than yesterday’s.
A Chester Trend I’ve Noticed Recently
One interesting trend I’ve noticed over recent months is buyers widening their search beyond Chester itself.
Villages such as Tarvin, Farndon, Tattenhall, Christleton and Guilden Sutton continue to attract strong interest from buyers looking for more space while remaining within around 20 minutes of the city centre.
I’m also continuing to deal with enquiries from buyers relocating from London, the South East and even overseas. This week alone I spoke with a buyer returning from the United Arab Emirates who specifically wanted to buy in the Chester area.
That tells me confidence in this part of Cheshire remains remarkably strong.
One Recent Example
A good example of today’s market involved a four-bedroom family home that had been on the market with another agent for more than three months.
The owners understandably felt the market had gone quiet. In reality, the issue wasn’t the market. It was the way the property had been positioned.
After reviewing the pricing strategy, refreshing the marketing and relaunching the property with stronger photography and video, we generated renewed interest almost immediately and agreed a sale shortly afterwards.
For me, it reinforced something I tell sellers almost every week:
The right buyers are still out there – but they need a compelling reason to view your home.
Three Things I’d Tell Anyone Selling in Chester This Autumn
1. Don’t “test the market”
Your first couple of weeks are when your property receives the most attention. Launching too high rarely creates a bidding war. More often, it creates a stale listing.
2. Buyers are paying for certainty
If your home is well presented and ready to move into, don’t underestimate how much buyers value that today. The premium for a finished home is growing.
3. Ignore national headlines
The property market has never been one market. It’s thousands of local markets.
The conversations I’m having in Hoole are very different from those happening in central London. That’s why local advice always beats national averages.
My Own Business Numbers
Rather than relying on national property portals, I prefer looking at what’s happening within my own business.
Over the last 12 months, my clients have achieved an average of 98.7% of their asking price, with an average time to agree a sale of just over 33 days.
Those figures come from properties I’ve personally marketed and negotiated across Chester and the surrounding villages.
As both an estate agent and an active property investor, I also understand the decisions buyers are making because I make many of them myself.
So, Is Autumn a Good Time to Sell in Chester?
Yes.
But it isn’t the market we had two or three years ago.
Homes that are presented well, priced realistically and marketed properly continue to sell. Those relying on optimistic pricing or hoping buyers will overlook obvious shortcomings are finding the process much more difficult.
In my experience, success today isn’t about waiting for the “perfect” market. It’s about having the right strategy for the market we’re actually in.
Wondering What Your Chester Home Could Achieve This Autumn?
If you’re thinking about selling in Chester, Hoole, Handbridge, Tattenhall, Tarvin, Christleton, Farndon or any of the surrounding villages, I’d be happy to give you an honest, evidence-based opinion.
Every valuation I carry out is based on what buyers are actually doing today – not national averages or automated estimates.
Sometimes that’s exactly what people want to hear. Sometimes it isn’t.
But it’s always the advice I’d give if it were my own home.
Why Isn’t My House Selling in Chester? (Autumn 2026)
If your home has been on the market for months without an offer, you’re probably asking yourself one question…
Is it the market—or is it my house?
It’s one of the hardest conversations I have with homeowners, because after weeks or even months of viewings, it’s easy to assume buyers simply aren’t out there anymore. In reality, that’s rarely what I’m seeing.
Having spent more than 15 years selling homes across Chester and Cheshire, I can confidently say buyers are still very active. They’re just making decisions differently than they did a few years ago.
The good news?
Most homes aren’t failing to sell because they’re “bad” properties.
They’re usually suffering from one—or sometimes a combination—of a handful of issues that can often be fixed.
The market isn’t broken. Buyers have become more selective.
One of the biggest misconceptions this year is that the property market has ground to a halt. It hasn’t. I’m still agreeing sales across Chester and the surrounding villages, and I’m still speaking to buyers every day who are actively looking to move. The difference is that buyers now have more choice, they’re taking longer to make decisions, and they’re much less willing to compromise. If they walk into a property and immediately start adding up the cost of a new kitchen, bathroom, windows and flooring, many simply move on to the next viewing. That’s not because they’re lazy. It’s because renovation costs remain high, and people don’t want the uncertainty.
The first two weeks matter more than the next two months.
This is probably the biggest mistake I see. Some sellers believe they should “test the market” with a higher asking price because they can always reduce it later. Personally, I think that’s one of the most expensive mistakes you can make. Your property gets the most attention when it’s brand new to the market. That’s when every buyer who’s been waiting for something like yours receives an alert. If your home is overpriced during that period, many buyers won’t even book a viewing. By the time you reduce the price, you’ve lost the momentum that only comes once.
Marketing is no longer just putting a house on Rightmove.
The days of uploading a handful of photos and waiting for the phone to ring are long gone. Today’s buyers scroll quickly. If your photography doesn’t stop them, they’ll never read the description. If your first image isn’t strong enough, they may never click. This is exactly why I invest heavily in professional photography, cinematic video, drone footage where appropriate and tailored marketing for every home I represent. Presentation doesn’t just influence how many people enquire. It influences what they’re prepared to pay.
Every home has a buyer—but not every strategy finds them.
One recent homeowner came to me after their property had been sitting on the market for several months.
Their first reaction was understandable:
“It’s just a difficult market.”
After looking more closely, I didn’t think the market was the biggest issue. The photography wasn’t showing the home’s strongest features. The pricing strategy wasn’t attracting the right audience.
The overall presentation wasn’t reflecting the quality of the property.After refreshing the marketing, repositioning the launch and creating renewed interest, the property quickly began generating serious enquiries again.
That experience reinforced something I tell clients all the time:
The right buyer is often already out there. The challenge is making sure they don’t scroll past your home.
Three questions every seller should ask themselves.
1. Would I click on my own property?
Look honestly at your first photograph.
Does it make you stop scrolling?
Or does it look like every other listing?
2. Am I priced for today’s market?
Not last year’s.
Not what the neighbour achieved.
Today’s.
3. Have I chosen an agent—or a marketing strategy?
There’s a difference.
The person selling your home isn’t just valuing it.
They’re responsible for how it’s presented, how it’s negotiated and ultimately what you walk away with.
What I’m seeing across Chester
One trend I’ve noticed recently is that buyers are becoming increasingly location-specific. Villages such as Tarvin, Farndon, Christleton and Tattenhall continue attracting buyers looking for more space while remaining within easy reach of Chester. At the same time, homes close to sought-after schools and within walking distance of amenities continue to outperform similar properties in less convenient locations. Local knowledge matters because buyers don’t search Cheshire as one market. They search street by street. Village by village. School catchment by school catchment.
My own experience
Having spent more than 15 years selling homes across Chester and Cheshire, I’ve negotiated hundreds of property sales and transactions ranging from first homes through to properties worth well over £1 million.
Over the last 12 months, my clients have achieved an average of 98.7% of their asking price, with an average time to agree a sale of just over 33 days. Those aren’t national statistics. They’re taken directly from my own business. So, why isn’t your house selling? In my experience, it’s rarely because there are no buyers.
More often, it’s because one of four things needs to change.
- The pricing.
- The presentation.
- The marketing.
- The strategy.
Get those right, and the market often looks very different.
Wondering why your Chester home isn’t attracting offers?
If your property is in Chester, Hoole, Handbridge, Christleton, Tarvin, Tattenhall, Farndon or the surrounding villages, and you’d like an honest second opinion, I’d be happy to help.
Sometimes the answer is a price adjustment.
Sometimes it isn’t.
Either way, I’ll tell you exactly what I’d do if it were my own property.
From contemporary footwear to speciality coffee: Northern Cobbler
Northern Cobbler was established back in 2010 by Feroza & Steffan, originally as a high-quality and contemporary footwear label. The two friends then travelled the world, from Europe, to India, to the America’s, visiting manufacturers, exhibiting at international trade fairs and exploring what the world had to offer. During this period, they discovered a taste for the vast and vibrant world of speciality coffee.
“What initially started out as a hobby, soon became a bit of an obsession.”
Feroza & Steffan opened their first retail store in 2015 in the fashionable Clarendon Park area of Leicester, becoming a focal point of the city ever since. There are now a total of three Northern Cobbler stores with more in the pipeline.
Contrary to some beliefs, Northern Cobbler is a truly independent business. There are no investors and their growth has been organic, calculated and healthy. Feroza and Steffan don’t always shout about it, but they are most certainly proud to be one of the independents that form part of the business and community landscape in Leicester.
Located in Billesdon in rural Leicestershire, a beautiful converted brick barn houses both Northern Cobbler’s roastery and one of their coffee lifestyle stores. Stores such as this one showcase their own in-house blend and single origin speciality coffees, alongside noteworthy food and a selection of ethical lifestyle goods.
“Paying tribute to all things natural, our stores are designed to immerse you into our world with a simple aesthetic that feels warm and honest.”
“By roasting in-house, we are able to control the quality and freshness of the coffee in-store.”
The aim, for Northern Cobbler, is to roast each coffee in a way that enhances its unique characteristics and flavours. Along side their impressive collection of single origin coffees, it is in fact their own in-house blend that is currently their bestseller; Burbot.
At their Billesdon store, a wonderful glass partition wall allows customers to enjoy a coffee of their liking whilst watching the coffee beans being roasted right in front of them. And to take it a step further, next year Feroza & Steffan will be offering roasting and cupping (coffee tasting) sessions.
“During our travels, we saw the effects of non-ethical sourcing, and therefore we now feel the necessity to do our bit and source sustainably to help preserve our environment.”
In the words of Feroza & Steffan, speciality coffee should be defined by not only how good it tastes, but also by its ethical stance. At Northern Cobbler, they take pride in using sustainably sourced, small batch green beans from ethical farms. They also take specific measures to make sure that they operate sustainably on every level of the business. This involves using biodegradable and recyclable packaging, and also repurposing the chaff produced during the coffee roasting process as compost via the farmer that uses the land where their store is located in Billesdon. These are decisions are made not for profit, but to ensure they have as little environmental impact as possible and also to help change the industry for the better.
Having opened 2 stores over the past two years (in Oakham and Billesdon), it has meant that the business is a continuous work in progress, especially with the attention required to manage and improve their Queens Road store.
“Our intention is, and always has been, to progress the Northern Cobbler brand and for as many people as possible to enjoy our speciality coffee.”
More from Northern Cobbler
Contemporary Barn Conversion: Gill & Kevin
Hortons have been speaking with Gill & Kevin of West End Barn; a beautiful barn conversion in the heart of the south Leicestershire countryside.
“We are Gill & Kevin Masters, who between us have 3 grown-up children, and we live in a converted threshing barn in south Leicestershire.”
Gill & Kevin have lived locally since 2001 with lots of their family and friends living close-by. They decided to search for a new home around 4 years ago and were restricted in terms of location due to their local connections.
The couple have a residential property letting business and have renovated several houses over the years. They also shared a desire to either build their own home, or renovate something on a bigger scale than they had previously. After two years of searching for the right project, they decided to employ a property consultant and instructed him to find something suitable to realise their ambition.
“He worked proactively and approached several local owners with potential plots/planning permission that had yet to come to market.”
The owner of one plot that Gill & Kevin were interested in proved difficult to contact, but after 6 months their consultant managed to get an appointment to view. On arrival, they passed a beautiful threshing barn and the owner mentioned that he had been considering selling it.
“They had planning permission to convert, and had in fact started the conversion, but then had a change of heart.”
After initially viewing, they registered their interest in both the barn and one of the plots. 6 months went by before the vendor finally confirmed that he was prepared to sell the barn. It is now called West End Barn, with planning permission to convert it from agricultural to residential. It’s situated in the middle of a beautiful village that is within walking distance of the local town, which was a priority for Gill & Kevin.
As it was a private sale, the property did not go to market. The barn was located behind a farmhouse, surrounded by high hedges and trees. Some of the locals did not even know it existed, so there was a lot of interest when they began to remove the thick hedging to create access.
“We started the barn conversion in July 2019, selling our house to release funds in October that year.”
In order to have somewhere to live, they built a 3-car garage with an annex above, moving in just before Christmas 2019. The barn conversion was completed in June 2020 and so they moved out of the annexe into the main barn.
“The following 3 months was mayhem. Our daughter, husband and two grand-children moved into the annexe the following day whilst their new house was being completed!”
During the conversion, a few minor things changed from the initial plans. The garage was relocated and they moved the utility room to create an open plan kitchen/dining/snug area. After spending hours on Pinterest looking for inspiration, Gill & Kevin decided to go for the ‘industrial’ look, incorporating exposed steel beams, natural materials, and keeping everything simple with white walls and exposed brick.
“The character of the barn seemed to evolve, it really felt as though it was speaking to us, encouraging us to retain its attractive features and enhance them where we could. It feels a privilege to be looking after such a beautiful building.”
“We were also lucky to have inherited a historical report by Leicester University detailing the meaning of the carvings on some beams, which date back to sometime during the 16th/17th century. They refer to the Virgin Mary and were used to ward off witches!”
Renovating a home can present many obstacles, with Gill & Kevin’s most notable problem being their need to acquire a bat licence.
“Following our application in Feb 2019, there were 4 site surveys by 3 different ecologists throughout the summer – 2 at dawn and 2 at dusk. They also recorded the comings and goings of some pipistrelle bats and some long eared brown bats.”
Without a relevant licence, they were not permitted to work on the roof at all. After finally receiving the licence in November 2019, they ended up insulating and re-slating in December, which was not ideal weather-wise!
STJ Northants did the entire conversion for Gill & Kevin, including creating a beautiful oak/glass front which is the focal point of the barn on approach.
“They were amazing, nothing was too much trouble, they approached every hurdle with positivity and found a solution. They managed the whole project including plumbing, electrics, ground work and services. We wouldn’t hesitate to recommend them to anyone!”
Local firm Omega Kitchens supplied and fitted the industrial style kitchen, taking inspiration from a picture on pinterest of a similar barn, complete with exposed beams and brickwork.
“This is the second time we have used Omega and they are so professional, we wouldn’t dream of using anyone else.”
The couple have added many interior pieces, including furniture, art and beautiful objects from Velvet Home Interiors in Lutterworth.
“We also have quite a spacious lounge and Monika at Velvet helped us massively with the layout and seating arrangements.”
During the initial lockdown in 2020, Gill & Kevin decorated the barn themselves. The national lockdown meant that it was tricky to buy paint and decorating materials, but they managed to get what they needed using home deliveries.
“Living on-site when we were unable to leave our homes was very helpful in terms of getting jobs done. We painted daily, including all the exposed steels which were coated with a white, fire-retardant paint.”
“All in all, the renovation has been very satisfying, although I am never going up a scaffold tower again!”
The positive impact of more self-employed agents and brokerages
The rise of self-employed estate agents shows no signs of slowing down.
My company, Hortons, has been a brokerage since 2016, making us one of the very first in the country. We’ve seen the ups and downs of the market, the pros and cons of the model, and, most importantly, how to make this model work long-term – for both the brokerage and our agents.
In the past few years, there’s been a significant increase in the number of brokerages for self-employed agents, with both new dedicated brokerages and traditional agencies adopting this model to keep up with the shift.
I think it’s one of the best things to happen to the industry.
Why?
Self-employment is tough. To be a successful self-employed estate agent – and to stick with it long-term – takes real talent, hard work, and dedication. It’s a brutal meritocracy, and agents who thrive offer clients an exceptional level of service, are consistent with all aspects of their marketing and mostly importantly, have an indefatigable work ethic.
This is fundamentally different from the traditional model. While there are many excellent high street agents, the traditional model can allow for more foul play. A traditional agency acts as a machine, providing a service to the client, with each employee acting a cog. A self-employed agent, however, is completely accountable to their clients – there’s no one else to point the finger at. An agent with low morals and a poor work ethic won’t last long in this model, whereas, in a traditional employed role, those types of people can cling on to their role.
The increase in new brokerage options is also positive. Not every agent fits every brokerage. It’s essential for agents to find a ‘home’ – a brand that genuinely represents their values and priorities.
Some agents may be looking for a brand they want to be associated with; others may want straightforward access to the portals. Whatever an agent seeks, there’s likely an option that suits them.
If you’re considering going self-employed, I highly recommend researching brokerages to find the one best suited to you.
For those contemplating that move, here’s an insight into how we work at Hortons:
At Hortons, we’re actively recruiting new partners. But we’re selective – we seek agents who understand the power of branding, who want to be associated with the best agents, and who are career-focused – those who want to hone their craft and be known for being the best.
We pay a flat rate of 75% commission and provide access to a range of cutting-edge software—everything needed to run your business daily.
You’ll have the support, tools, and training to build your personal brand, with the backing of a modern, sophisticated brand that buyers and sellers love. Our unified brand and collective strength enhance brand awareness across territories, helping you build a reputation faster.
Each of our agents, known as Partners, has an exclusive postcode territory, giving peace of mind that other Hortons agents are there to support, not compete with, them.
Every new lead is picked up, qualified, and assigned to our agents, providing extra support when they’re not at their desks.
Most importantly, you’ll be part of a thriving community of agents, all on the same journey and invested in each other’s success.
It’s not just about the highlights though. A brokerage can make the administration of your own business much smoother; it has to be reliable and truly care about your success. What goes on behind the scenes really matters.
If we sound like your kind of people, and you’re considering your options, please reach out to me at adam@hortons.co.
Lessons from a self-employed estate agent
Have you considered going self-employed, but don’t feel ready to take the jump? This week, I speak to Gianfranco Paparozzi, Partner at Hortons about his journey as a self employed agent.
I’ve always admired Gianfranco’s approach to the way he’s built his business. He’s been able to create an incredible dominance in his local market and now has consistent, high quality leads. It’s an example of how his personal brand has grown to be something that works for him, 24/7, and Gianfranco is enjoying the rewards of his labour. His story shows what’s possible, and his experience in this interview contains some absolute gold that will help accelerate any new agents to success.
The interview
Prior to starting your self-employment journey, what was your experience in the estate agency industry?
I’ve always had a keen interest in the element of sales from an early age, starting with going to car-boot sales and charity shops to find designer items of clothing to sell on for a profit through eBay. Proper Delboy. This influenced my start-up business at 16 where I would source exclusive Nike branded shoes, restore them and sell them on for a profit. Gianfranco Snkr if you wanted to know. This honestly was a huge success but one day, my mum turned to me and said that I needed something with a more consistent element of money because making £300 one month and £3000 another wasn’t ideal if i’m honest. She said I should channel this sales-flare into a more lucrative industry and it was between being a car-salesman or estate agent. With little to no interest in cars, I thought that estate agency was more sensible. I joined Connells at 18 and loved it. An opportunity came up at Countrywide (next-door to where I was – bold I know) and I quickly progressed through the ranks from Sales Negotiator to Senior Manager in four years, winning various awards and learning the core principles of estate agency whilst running a very established, large city centre office. At 22, I took a call from you wanting to expand Hortons and here we are 4 years on! Never looked back.
Did you have any specific hurdles/challenges to overcome before making the decision to go self employed?
I guess the biggest hurdle was the unknown element of how it would be. It was just as the pandemic started and it was a huge risk, my mum and dad said I was “mad” to give up what I had achieved at Countrywide. Launching the business in a very localised, niche market such as Stoneygate, Clarendon Park and the Knighton area wasn’t going to be easy. This area has some very good estate agents operating in it and to say I was a little apprehensive would be an understatement but I saw where the industry was heading, focusing more on a digital perspective and it’s something I thought the large corporate agents couldn’t adapt too. I felt the given area with continuous perseverance would react really well to a modern style of marketing homes and to be honest, it was the best decision I ever made.
Can you give us an overview of how your business looks today, what you specialise in, and your USPs?
My USP is focusing on design-led modern homes with a particular architectural interest. Not necessarily based on a price bracket but more a home that suits my aesthetic. This is emphasised through a creative element of storytelling with videography and photography, focusing on the lifestyle element a house has to offer as opposed to just the brick and mortar. Fortunately, the area I cover has a great calibre of properties and I guess the people make it so interesting. It’s a super trendy area with a wicked clientele. Everybody seems to have great taste in interior design which makes selling the spaces really enjoyable.
Looking back at the initial stages of establishing your business, with the benefit of hindsight, would you do anything differently?
Hindsights a great thing. I was very concerned at the start worrying what people would think of the way I conducted myself through social media. As time has gone on, I’ve found being my natural self is so much better. Not being so rigid and formal with videography has proved a huge success and I guess makes the content more relatable to the person watching so looking back, I wish I didn’t concern myself with the thoughts of other people in the industry and acted how I do now because I’d of saved myself a lot of anxiety and stress.
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You can find an example of Gianfranco’s videos here.
As a self-employed agent, what are the main ongoing challenges?
Being self employed, the on-going challenges are the elements of consistency. Unlike a traditional set-up where you know how much you’re going to make per month with a fixed salary, being self-employed, I will have some very strong months and some not-so-strong months so budgeting is key. As well, the market is always changing. Being able to adapt to new methods of digital marketing is always something I have to react quickly because there’s now a new era of estate agents producing some really fantastic content. Ensuring my work is always innovative is something I try to maintain but it certainly comes with various hurdles.
Amidst the ups and downs of your journey, can you recall any real difficult moments, and for balance, moments where you recognised your progress or achievements?
I think the first 6-12 months of setting up was the most difficult. It was very tough entering a suburb, against a very strong calibre of local estate agents with high-street shops, and convincing people to work with me. At this point, I had very little to use as material to justify appointing me as I hadn’t sold much in the immediate area. Secondly, sales falling through. Obviously it’s never nice when a sale falls through but when it’s your own business, that could be the difference between making money in a month to not making a penny so at the start, it was nerve wracking to say the least. In contrast and tieing into the above, a key moment for me in my journey at Hortons was noticing the volume of Hortons boards popping up in a 2 mile radius. I remember at one point having 6 sold boards on the same road which for a start-up business was something very special. As well, because Clarendon Park is so small, being recognised in the street is always fun. I set up the franchise not really knowing what to expect but being a recognisable person in the immediate area after just four years is something quite amazing and certainly motivates me to work harder (and to behave myself more after a drink or two at the local pub)
From your perspective, what are the essential characteristics you need to be a successful self employed estate agent?
A key characteristic of being successful with this model is perseverance, without a shadow of a doubt. I would be lying if I said it’s easy, it’s not. It takes a lot of time, energy and positivity because you will get some days where everything feels like it’s going wrong and I’m sure you can remember Adam the amount of times I’ve called you wondering where my next sale was coming from whereas looking back on it now, all those challenging times have made me even stronger as a person so in a very weird way, I’m sort of grateful for the challenges because it’s only pushed me to work harder.
For estate agents contemplating self-employment, what factors or considerations do you believe are crucial for them to consider before making the transition?
I would say to definitely have a source of money readily available to keep you afloat for the first 3-4 months as during this time, you won’t be making anything. Secondly, I think you need to time it perfectly with a plan to do things differently. As estate agents, there’s an awful stereotype attached to us to which people don’t typically react well too so if you’re wanting to make the move into being self-employed, you need to be equipped with three or four new ideas you can’t see agents doing in the area you wish to set up in. You need to be bold, daring and willing to build a brand around you as a person, as opposed to the business. People buy off people so setting yourself up with that mentality is key.
How do you maintain a consistent client base and generate new leads as a self-employed agent?
I get a lot of business through social media and word of mouth. Don’t underestimate it. Even when you don’t think people are watching your content, they are. I’ve had countless conversations with people who don’t necessarily follow me on Instagram or Facebook but have continued to check back in with my profiles to see what I’m upto. Secondly, we are now a very well established agency so the Hortons name certainly helps with generating new-leads. People now associate us with a particular style of home and pair us as an agency to sell the best homes in the areas we cover. Not stating the obvious but testimonials are so important. It’s something I was relentless with when I first set up because when it comes to selling someone’s most valuable asset, it’s a big deal. If you have delivered good customer service, don’t be afraid to ask for a review which you can showcase at every opportunity. It goes a long way.
How do you prioritise and manage your time effectively as a self-employed professional?
I have a set routine every morning. Between 08:00AM – 10:00AM I set the day up, ensuring all the relevant admin roles are signed off before any appointments take place. Whether that be replying to emails, gathering feedback from previous viewings and reporting back to the sellers and so on. I know before I go about conducting my viewings or valuations, I am on-top of the previous day’s work. I also offer weekend and evening appointments so I am not overwhelmed throughout the working week. This makes it a lot easier to manage and because I am available out-of-hours, it means I am consistent with my communication, which is so key in this job.
What support systems or resources have been most valuable to you as a self-employed agent?
Working with Hortons is actually very difficult to describe other than being amazing. The team we have is like a little family, as cliche as that sounds. Everybody shares ideas in our Slack channel, whether that’s new ways to push content, how to manage difficult sales-chains or just day-to-day dealings. It’s very lighthearted which just makes the days more enjoyable. We have a fantastic team of estate agents, genuinely. Everybody is so good at what they do and it really motivates me to work even harder being around like minded people that share the same ethos. I’d be lying if I said I couldn’t have achieved what I have without the people behind the scenes. You, Maisie, our sales team. The list goes on. It really is something very special.
Can you discuss the importance of branding and marketing yourself as a self-employed agent, and how do you differentiate your personal brand in a competitive market?
Great question. Personal branding is key. As I mentioned above, people buy off people. It’s not what you do, it’s how you do it. I guess the way I operate is I’m myself. I don’t pretend to be something I’m not. I don’t wear the three piece suits, the shiny shoes and I don’t conduct my business with an ego-perspective. I think it’s a refreshing take on the industry to just be natural with your approach as people can see straight through it if you’re not.
5 signs you’re ready to become a self-employed estate agent
There’s no doubt that becoming a self-employed agent takes a huge leap of faith, even for the most experienced estate agents. So how do you know when you’re ready, and how can you maximise your chances of success?
I believe there are five key signs that indicate you’re ready and have a very good chance of being successful.
1. You can generate new listings
This is first on the list for a reason. If you can’t go out and find new listings to sell, you won’t be in business for long. If you’re currently employed as an estate agent, look at the business you’ve brought to the market over the past six months. How many of those listings are a result of your own prospecting efforts, and how many come from the brand awareness of the firm you work for?
If the majority come from the brand you represent, with sellers calling the office or making inquiries via the website, be cautious.
I’ve seen many agents who are great in the living room and can convert business, fool themselves into thinking they’ll have the same success when they become self-employed. The reality is, unless you can generate the opportunities to get into those living rooms, you won’t have the chance to convert leads.If you’re currently employed and generating a lot of business off your own back, that’s a HUGE positive.However, if most of your appointments come from your local office putting valuations in your diary, I recommend focusing on generating leads yourself. It’s far easier – and lower risk – to test your ability to generate leads while employed than when you’re no longer receiving a salary. You could start by tracking how many valuations you can convert from buyer leads or from door knocking.
2. You’re financially ready
At Hortons, we’ve found it takes between three to eight months for agents to see their first fee payments, with the most common time frame being around five months. This means you need to be financially prepared to go through that period. The good news is that if you’re a capable agent, you’ll be continuously building your pipeline during this time, and you’ll soon recoup the money spent during those first few months.
Before long, those early days will feel like a distant memory, and your determination to push through will unlock potentially huge financial rewards. Being financially ready really just means having a solid plan. Some agents spend time building up savings so they can ride out the lean period without needing income. Others take out a business loan or take a part-time job to help them through it.Without a plan, you could easily find yourself in financial distress – so don’t move forward until you’ve meticulously worked out how to manage that period.
3. You have no knowledge or experience black spots
While lacking knowledge in some areas doesn’t necessarily resign you to failure, having gaps in your experience or expertise can increase the risk. While still in employment, seek opportunities to learn and strengthen your foundation for self-employment. If there are areas of the process you haven’t directly experienced, speak to your manager about training or shadowing others. Agents with a 360-degree understanding of the industry tend to be more successful as self-employed agents in the long run. Choosing to delay your move until you’ve covered all your bases will pay dividends later.
4. You’ve already started building a personal brand
This ties into point 1 – your ability to generate new listings – because it’s really about people in your local community knowing YOU, not just the brand you represent. The earlier you start building your personal brand, the better. It will give you a platform to launch your self-employed journey from.You can easily start doing this using social media while still employed. You don’t necessarily have to tell your employer that your plan is to become self-employed, but letting them know you’re going to start posting listings on your own social media pages, because you know local people follow you, is difficult for them to discourage.You’ll be helping your current firm by promoting their properties, and in turn, your followers will begin to associate you with the local property market.
You could also help to establish your brand by creating content about local and national property markets, positioning yourself as an authority. When you eventually announce that you’re self-employed, your followers will already be primed. Agents with a good following often benefit from the goodwill of their followers, with people recommending them to sellers right away. Without that foundation, you’ll be starting from scratch, which can slow down your progress.
5. You’re mentally prepared
If you’ve ticked the other boxes, the final step is mental preparation. You can’t underestimate the mindset shift required when moving from employment to self-employment, where you’re suddenly completely self-sufficient. There will be ups and downs and challenges you didn’t anticipate. There WILL be days when you ask yourself is it all worth it.Like with anything in life, nothing worth having comes easy.The journey can be made so much easier with the right preparation, to minimise the number of surprises, and so you’re ready for anything – good and bad.How can you mentally prepare?
Research brokerages – find one whose environment, culture, and brand align with your values, and spend time getting to know them.
Speak to other self-employed agents about their journeys – ask them to share their bad days as much as their good ones.
Work on your business plan and be clear about what you’re going to do day to day.Consume content from other self-employed agents and read articles on the topic.
Become an expert in the journey you’re about to undertake.
Above all, circling back to my first point, much of the potential stress can be eased by seeing growth in your business. Preparing yourself by researching techniques to find new business is one of the best ways to do that, and ideally, you should be putting those techniques to the test while you’re still employed. If you’re considering self-employment, I hope this helps. These ideas are the accumulation of all the experience we’ve gained watching agents go self-employed with us at Hortons since 2016. If you have any questions, feel free to leave a comment or email me