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In this episode of The Complete Agent Podcast, James Kendall of James Kendall & Co is joined by Ian Storey of Storeys of Cheshire for a practical, no-nonsense discussion about the realities of estate agency right now and how agents should be positioning themselves for the year ahead.

The conversation begins with a review of the past week in the market, looking at sales activity, new instructions and the importance of maintaining a strong pipeline. James and Ian explain why pipeline health is the single biggest indicator of future success and how many agents only realise there is a problem once it is already too late.

They go on to unpack the challenges currently facing estate agents, including pricing sensitivity, interest rate uncertainty and changing buyer behaviour. Rather than blaming market conditions, the focus stays firmly on what agents can control. Proactive marketing, clear communication and confident advice are highlighted as the difference between agencies that are struggling and those that are still moving stock.

Marketing strategy plays a central role in the discussion. The hosts talk about the power of staging and presentation, why first impressions still drive value, and how many agents underestimate the impact of getting a property properly prepared before launch. Choosing the right properties to market and being selective about instructions is framed as a business decision, not arrogance.

Client engagement is another recurring theme. James and Ian stress the importance of asking for the business, asking for price adjustments when necessary, and handling objections face to face rather than hiding behind messages or emails. They argue that many agents are sitting on “low hanging fruit” simply because they are not confident enough to have direct conversations.

Interest rates and wider market trends are also covered, with a realistic assessment of how sentiment affects buyers and sellers. The episode reinforces the need for agents to stay informed, communicate clearly with clients and provide reassurance grounded in data rather than headlines.

As the episode closes, the focus turns to growth. James and Ian share their goals for the coming year and discuss the mindset required to improve results in a competitive market. Continuous training, better execution, and charging appropriately for the service delivered are essential foundations for long-term success.

This episode is ideal listening for estate agents who want a realistic view of the market, practical sales strategies they can apply immediately, and clarity on how to enter next year with confidence and control.

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his week on The Complete Agent Podcast, we recorded in person live from Ian Storey’s house for a proper, unfiltered market chat. No studio polish, no scripted segments, just three agents comparing notes on what this year has really felt like on the ground and what we believe is coming next.

James Kendall, Ian Storey and David Warburton talk candidly about the challenges we have all had to navigate. Sellers still anchored to pricing from a different market, buyers more cautious and more selective, and the constant tension between keeping instructions moving and protecting your fee and brand position. We get into where deals have been falling down, what has helped keep momentum, and what we have changed in our own businesses to stay proactive when the market is not doing you any favours.

We also look ahead to next year. What will matter most for agents who want to grow, especially in the mid to upper end of the market. How to keep your pipeline strong, how to communicate with clients when sentiment is fragile, and why the agents who win are the ones who focus on the basics and execute consistently. There is plenty of practical takeaways, but it is also a reminder that you are not the only one dealing with the madness. This is the job, and we can get better at it together.

If you have had a challenging year, or you are determined to enter next year with more clarity and control, this episode will feel like a conversation you needed to hear.

Key topics covered

This year’s market challenges and what they have looked like in real time

Seller expectations, buyer behaviour and how to handle the gap

How we have stayed consistent with communication and pricing strategy

What we think will matter most next year for growth and stability

Practical mindset shifts for agents who want to perform at a higher level

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Fresh off the back of the TCA Mastermind in Manchester, the lads are back (eventually... Dave had some connection issues!) to dissect the reality of the current market.

This week, Ian shares a horror story involving a high-value property and a lazy agent that nearly collapsed a chain, proving once again that "cheap" fees often cost the most. JK battles the "Mancunian Cough" to drop truth bombs about conversion rates, and the team debates the age-old question: Should you launch new listings now or wait for the January rush?

If you are an agency owner feeling the burnout, or you're obsessed with high conversion rates, this episode will challenge your thinking. It’s time to stop looking at vanity metrics and start looking at your profit.

In this episode, we cover:

• The Chain from Hell: Ian exposes a shocking failure in source of funds checks on a high-value property and why doing it properly is worth the premium fee.
• The December Dilemma: With the holidays approaching, is it better to launch stock now or hold fire for the New Year? The guys share their strategy.
• The Conversion Rate Myth: Why a 60-70% conversion rate might actually be a warning sign that your fees are too low.
• Defining Your "North Star": Why the goal isn't always a supercar—sometimes it's just being able to do the school run.
• Scaling Up: The specific first hires you need to make to transition from an overworked owner-operator to a business owner.
• Mastermind Takeaways: Exclusive insights from the Manchester event, including the power of daily data tracking.

Killer Quotes from the Episode:

"That is what you get for less than 1%... You remember when you were choosing between 2% and 0.75%? This is what you chose. And now we're having to pick up the pieces." — James Kendall

"If your gross conversion rate is 60-70%, the fact of the matter is you're too cheap. Put your fees up, you'll convert less, but you'll make more money." — James Kendall

"You're not going to look back on your deathbed and think, 'God, I wish I'd done one more valuation.' You're going to think, 'I'm really glad I took the kids to school.'" — Ian Storey

Key Resources & Mentions:

• TCA Mastermind: Insights from the recent Manchester event.
• Street.co.uk: Mentioned regarding AI call handling.
• Book Recommendation: Exactly What to Say by Phil M. Jones (referenced in previous context but relevant to the scripts discussed).

Next Week: Get ready for a special milestone! Next week we celebrate Episode 100 with a video special.

About The Complete Agent: The Complete Agent is dedicated to helping estate agents move away from the high-volume, low-fee hamster wheel and build a business based on quality, high fees, and exceptional service.