After working with hundreds of estate agents, one thing is clear:
Growth doesn’t come from doing more… it comes from fixing what’s broken.
When you improve conversion, protect your fees and capture missed opportunities, the impact is immediate.
For most agencies, that’s worth £100K+ in additional revenue, without adding more workload.
A few years ago, we noticed something that didn’t make sense…
The world had moved on.
Digital marketing had taken over. AI was emerging. Consumer behaviour had changed.
But estate agency hadn’t.
Across the UK, agents were still:
Waiting for refferals
Guessing their numbers
Missing obvious opportunities
Operating the same way they did 20 years ago
Still knocking doors. Still relying on leaflets. Still accepting declining results… year after year.
And worse, it had become normal.
“It’s the market.” / “There’s too much competition.” / “That’s just how it is.”
Meanwhile, across Europe, agents were achieving fees of 3–5%… while many in the UK had accepted 1% as standard.
That’s when we asked the question: What’s really going on here?
And more importantly… What would happen if estate agents started running their businesses properly?
Not harder. Not busier. But smarter.

Tony Morris, Sally Lawson, Ali Durrant
So, we brought together three different areas of expertise:
Tony Morris - International sales coach, focused on performance and results
Sally Lawson - the UK’s leading agency optimisation expert, known for transforming agency profitability
Ali Durrant - 20+ years running estate agency businesses and a specialist in lead conversion
The result was Agency Titans.
A completely different approach to growing an estate agency, focused on fixing what’s broken, increasing profitability, and unlocking the revenue already sitting inside the business.
Since then, we’ve helped agents:
Add up to £356,000 in additional revenue in just ONE year
Increase fees by up to 50% across the board as an AVERAGE
Improve conversion rates dramatically
And finally get the results their businesses should have been delivering all along
This isn’t about doing more. It’s about doing it properly.
Build a clear 4-year growth plan to add 6–7 figures in revenue and profit
Identify exactly where your business is leaking money and how to stop it
Increase conversion rates, fee levels and completed deals
Add new revenue streams, upsells and down sells
Tap into markets most agents are completely ignoring
Implement lead generation strategies that actually convert
Learn the sales language and team structure to drive performance
Reduce fall-throughs and missed opportunities
And most importantly, remove the reliance on you
Right now, your agency is leaking revenue:
Your agency depends on you more than it should
Your team isn’t converting at the level they need to
You and your team are losing up to 33% of your agreed deals
Lead generation is inconsistent and time-consuming
Fee pressure is now forcing you to compromise
And it feels like you’re working harder for less return
These agents didn’t work harder, they fixed the right things and saw results fast:
Claire Kendall - Richard Kendall Estate Agent
Added £354,000 in 12 months through increased fees.
Sean Porter - Porters Estate Agents Balham
Increased his average fee by £3,000 per property to add £150,000.
Russell Griffin - Samuel Wood Estate Agents
Increased his average fee by 0.35% across 2 areas.
A complete step-by-step playbook to implement exactly what we build
A fully mapped 4-stage growth plan for your agency’s next phase
A community of high-performing agents to maintain momentum and accountability
A renewed level of clarity, confidence and control over your business
How to increase revenue and reduce workload
How to generate consistent, high-quality leads into your business
How to structure your sales process to increase completions
How to win more instructions by improving conversion rates
How to build a high-performing sales and closing team
How to introduce additional fees, upsells and revenue streams
How to tap into untapped, high-value markets most agents ignore




