We Decoded What Really Drives Agency Growth - at Bletchley Park

Last Friday, more than 160 of the brightest minds in estate agency - from founders and directors to proptech pioneers and marketing leaders - joined us at Bletchley Park for The Voice of the Agent 2025.

And what a day it was.

The home of British codebreaking proved the perfect backdrop for an event dedicated to cracking the formula behind consistent agency growth. Across keynote sessions, data briefings and lively debates, one message came through loud and clear:

Growth isn’t luck. It’s a system.

Our founder Simon Leadbetter unveiled the result of nine years of industry experience and three years of data-led research - a framework identifying six key components that correlate most strongly with growth: a focused market strategy, professional maturity, meaningful investment in marketing, omnichannel consistency, confidence in fees, and operational efficiency powered by technology.

As Simon put it on the day:

“Estate agency has long been portrayed as an art driven by instinct. Our research shows that the most successful agents treat it as a discipline. Growth isn’t a mystery - it’s a system built on insight, investment and execution.”

Host Toby Martin tied the day’s theme beautifully to its setting, drawing analogies with the Bletchley Park heroes’ approach to cracking the Enigma code - noting that their success relied on "large quantities of data, the technology and people to translate that into intelligence, and the strategy to turn intelligence into action." It was a fitting metaphor for a conference dedicated to decoding what truly drives agency success.

The speaker lineup brought that idea to life from every angle. Heather Staff from Street Group opened with a powerful argument for pairing high skill with high tech - creating modern customer experiences driven by data and systemised marketing. Ben Marley reminded us of the enduring power of locality, while Victoria Lambden demonstrated how simplicity and clarity, not complexity, drive real organisational change.

Mal McCallion sparked debate around whether the major portals are truly ready to harness AI, before the prime market experts - Ross D’Aniello, Maria Santillana, Steve Eakins, Elaine Penhaul and Alexandra Wood - reminded us that even in the most competitive markets, relationships and presentation still set exceptional agents apart.

There were data masterclasses too: Kate Faulkner OBE dissected the current economic landscape with trademark precision; Ben Nicholasfrom Experian showcased the predictive potential of postcode data; and William Ullstein from YouGov offered evidence-based insight into the evolving expectations of tomorrow’s consumers. Phill Agnew brought behavioural science into focus, unpacking the biases that shape agency marketing and decision-making.

In one of the day’s most practical discussions, David Opie, Clare Yates, Simon Thomas and Matt Baldock tackled the long-standing friction between agents and conveyancers, demonstrating how real collaboration can materially reduce transaction delays.

Beyond the stage, the networking lounge buzzed with conversation and innovation. Representatives from Street Group, ESTAS, GeoCale, The Depositary, Jitty, TwentyEA, Lumon and ModelProp showcased how technology continues to transform the industry. PVS Media captured the day with cinematic precision, while the We Are Unchained team ensured the event ran with the same discipline and creativity we champion in our work.

A full research summary and selected session recordings will be released over the coming weeks. Stay tuned - the decoding has only just begun.