Simon Gates on becoming the most useful person to follow for UK agents, closing the gap between idea and execution, doubling down on what works, and his controversial view that most agents charge too much.

Personal DevelopmentSales and NegotiationMarketing and Brand

EP 5 · Simon Leadbetter

Marketing, Then Sales

Simon Leadbetter on the difference between marketing and sales, the Voice of the Agent survey, why the prime market is insulated, and his controversial view that estate agents are a fantastically incurious industry.

Marketing and BrandPropertyPersonal Development

EP 10 · Toby Martin

Content Is Not Marketing

Toby Martin on his leap from agency into training, why getting on camera is non-negotiable, using AI with intention, and his clarified view that not everyone who does marketing is a marketer.

Marketing and BrandTechnology and AIPersonal brand

Quotes

82 percent of all internet traffic is people watching video. It's what we do.

Toby Martin · 32:50

Ross: The audience has already chosen video. The only question is whether you appear in it.

Make sure ChatGPT sounds like you, and that you don't start sounding like ChatGPT.

Toby Martin · 48:20

Ross: Use the tools. Keep the voice. The voice is the asset.

A daily social media post is not marketing. It's content for the sake of content.

Toby Martin · 59:52

Ross: A post without a purpose is just activity. Give every piece a job.

The highest performers might not have the best ideas, but the gap between idea and execution is minuscule.

Simon Gates · 09:42

Ross: Ideas are abundant. Execution is the scarce asset. Shrink the gap.

Consistency is a form of marketing.

Simon Gates · 22:12

Ross: Showing up on schedule is a promise kept in public. That builds trust faster than any advert.

Controversial opinion: most estate agents charge too much.

Simon Gates · 36:32

Ross: Simon and I are making the same point here. A fee is only too high when the worth beneath it has not been built or sold.

It's not sales and marketing. It's marketing then sales. If your marketing's right, sales gets easier.

Simon Leadbetter · 07:11

Ross: Build belief before the appointment and the appointment changes character.

It always surprises me how fantastically incurious estate agents are.

Simon Leadbetter · 26:08

Ross: Harsh, and mostly fair. Curiosity is free and almost nobody spends it.

The best agents are doing more marketing, on more channels, more frequently, more consistently.

Simon Leadbetter · 35:04

Ross: The prime agents do not market occasionally. Frequency is part of the message.