How To Build A High-Performing Estate Agency Sales Team Structure

If your team isn’t consistently generating, converting, and closing instructions…
…it’s probably not a people problem.
It’s a structure problem.

A high-performing agency isn’t built on hustle alone.
It’s built on clarity, focus, and ownership.

Here’s how to restructure your estate agency sales team so every role drives growth — and every person knows exactly how to win.

The Mistake Most Agents Make

They expect one person to do everything.

One minute they’re chasing sales progression, the next they’re handling Rightmove enquiries, then trying to prospect landlords in between.

No clear role. No clear mission.
And worst of all? No time to master anything.

You wouldn’t ask a goalkeeper to play striker. So why are you asking negotiators to prospect?

Your Team Needs Two Clear Lanes

From working with hundreds of agencies, I’ve found the most effective sales structure splits into two core roles:

1. The BDM (Business Development Manager)

• Focus: New landlord lead conversion

• Tools: Funnels, webinars, landlord guides, follow-ups

• KPIs: Calls made, appointments booked, conversions to valuation

• CRM: Works inside the marketing platform (not property CRM)

2. The Negotiator / Sales Exec

• Focus: Buyer/vendor communication, listings, viewings, offers

• Tools: Property CRM, progression trackers

• KPIs: Offers agreed, completions, vendor contact

• CRM: Works inside your agency system

These two roles should not overlap. One hunts, the other handles.

Add One Admin/Compliance Role to Hold It Together

Every great team needs someone to:

• Chase AML docs

• Ensure listings go live with everything correct

• Handle onboarding paperwork

• Communicate between departments

• Liaise with solicitors and VA partners

They’re not “just admin.”
They’re the glue that lets your sales team stay focused on revenue.

What Changes When You Restructure

• Prospects stop being neglected

• Viewings get followed up properly

• Admin doesn’t slow deals down

• Managers stop being firefighters

• The business runs like a business

Don’t Let Staff “Wear Too Many Hats”

If one person is handling:

• Valuations

• Viewings

• Progression

• Prospecting

• Marketing content
  …it’s only a matter of time before everything gets done badly.

And the number one excuse you’ll hear?

“I didn’t have time.”

Your structure should eliminate excuses.

What to Do if You’re a Small Team

Even if it’s just you and one other:

• Split time: Mornings = prospecting. Afternoons = deal handling.

• Use virtual support: Outsource admin to a VA.

• Be honest: “Who’s better at people?” They should be the BDM.

Start with lanes, and grow from there.

Want Help Mapping Your Sales Team?

Schedule a call with our team to get started!