World Class Real Estate

Estate agency marketing has changed, but are most agents keeping up? 👀

In this episode of the World Class Real Estate Podcast, Ian Macbeth sits down with Mat Wilson, founder of Immortal Media, to talk about what actually works in digital marketing today and how estate agents can use paid ads, video, hooks, retargeting and smarter content to win more attention locally.
Mat shares his journey from sales and cold calling into nearly 20 years of digital marketing, helping service businesses generate better leads through platforms like Google, Facebook, Instagram, YouTube and TikTok.

This conversation is packed with practical advice for agents who want to stop relying only on portals, leaflets and old school tactics and start building a modern marketing system that gets properties, people and brands seen by the right audience. 🚀

Ian and Mat cover why video is still hugely underused in estate agency, how a simple hook can qualify your audience in the first few seconds, why storytelling beats generic “book a valuation” ads and how agents can use Meta ads to promote properties locally at a very low cost.
They also discuss how much estate agents should be thinking about spending on marketing, why you should test before scaling and how to use awareness content and lead generation together rather than treating them as separate worlds.

🎯 In this episode, you’ll hear:
✅ Why many estate agents are still behind with online marketing✅ Why video can immediately separate you from most local competitors✅ How to create stronger hooks for property and valuation ads✅ Why attention matters more than the platform itself✅ How to use Facebook and Instagram ads properly✅ Why agents should save good ads from other industries for inspiration✅ How to test ads without wasting huge budgets✅ Why awareness campaigns can be incredibly cheap and effective✅ How property walkthrough videos can build trust before a buyer ever enquires✅ Why retargeting people who watched your property videos is so powerful✅ How estate agents can use lead magnets like online valuation tools✅ Why old-school marketing still needs to be judged by real ROI

💡 One of the biggest takeaways from this episode?
Most agents are still not doing enough with video, paid social and storytelling, which means there is still a huge opportunity for agents willing to get creative, test properly and show up where the attention already is.

👤 Guest:
Mat Wilson
Founder of Immortal Media, a digital marketing agency helping service-based businesses generate better leads through paid ads, creative strategy and smarter funnels.
🔗 Connect with Mat Wilson on LinkedIn

🚀 Powered by Iceberg Digital
AI-powered prospecting, instruction-winning marketing systems, and a fully integrated CRM designed to help estate agents work smarter and win more business.
https://iceberg-digital.co.uk

📘 Get the World Class Real Estate Annual Manual

🎧 Listen on:SpotifyApple Podcasts

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🤝 Connect with the hosts:Ian MacbethMark Worrall

If you’re an estate agent, business owner or marketing lead who wants to generate better leads, improve your local visibility and stop blending in online, this episode is well worth a listen.

What should estate agents focus on when the market starts to shift?

In this episode of the World Class Real Estate Podcast, Mark Worrall and Ian Macbeth discuss missed opportunities, market realism, pricing strategy and why agents need to focus their energy on the right stock, the right clients and the right conversations.
Fresh back from Atlanta, Ian reflects on England’s World Cup campaign, before the conversation moves into a powerful sporting lesson from Josh Kerr’s record-breaking mile attempt: set the target, visualise the result, commit to the plan, and deliver when it matters.

That same mindset is then applied to estate agency, especially in a market where pricing, seller motivation and stock management are becoming more important than ever.
Ian and Mark break down the latest Rightmove and Zoopla market commentary, including the reported drop in asking prices, conflicting market narratives and why agents need to translate national data into local advice their clients can actually understand.
They also discuss why price reductions are less effective than they used to be, why getting the launch price right is critical, and why the strongest agents are having honest pricing conversations before a property goes live, not three months later when the momentum has gone.

In this episode, we cover:
Why England’s World Cup result felt like a missed opportunityWhat estate agents can learn from Josh Kerr’s record-breaking mindsetWhy bold goals need discipline, focus and public commitmentWhat the latest Rightmove and Zoopla data really means for agentsWhy national property stats need to be translated locallyWhy correct pricing is now more important than everThe danger of “trying it on” with inflated asking pricesWhy price reductions are not creating the same buyer responseHow to create buzz in week one, not month threeWhy agents should walk away from unrealistic sellersHow to value your on-market stock like a real pipelineWhy motivated clients deserve your energy and attentionHow withdrawn stock can still create future opportunitiesWhy sharing financial targets with your team can improve focus

This episode is a practical reminder that in a tougher market, agents do not always need more stock. Sometimes, they need to focus harder on the stock they already have, understand where the value sits and put their effort into the clients who are serious about moving.
Powered by Iceberg DigitalAI-powered prospecting, instruction-winning marketing systems, and a fully integrated CRM designed to help estate agents work smarter and win more business.
Visit Iceberg Digital

Get the World Class Real Estate Annual Manual
Listen on:Spotify
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Follow World Class Real Estate:Instagram
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Connect with the hosts:Ian Macbeth
Mark Worrall

If you enjoyed this episode, subscribe, share it with your team, and send it to an estate agent who needs to hear why pricing correctly from day one matters.
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What are the biggest issues estate agents can fix right now?

In this episode of the World Class Real Estate Podcast, Ian Macbeth and Mark Worrall discuss what estate agency teams can learn from high-performing sport, why culture matters and the five common complaints agents still need to solve.
Using England’s World Cup run as a starting point, Ian and Mark explore what makes a strong team: specialists in the right positions, people who work for each other and leaders who know when to step in and when to let the team perform.

They then break down five major issues that continue to damage trust in estate agency: poor communication, overvaluing, lack of transparency, clients feeling like a number, and weak sales progression.
This is a practical episode for estate agents, business owners, branch managers and self-employed agents who want to build better teams, improve service standards and create a stronger client experience.

🎯 In this episode, we cover:
Why high-performing teams need more than just star playersWhat estate agents can learn from football squad buildingWhy negotiators are like great midfieldersThe importance of pairing different skill sets in an agency teamWhy leaders should not always step in too quicklyThe top five complaints clients make about estate agentsWhy communication is still the biggest issue in the industryHow overvaluing damages trust and long-term reputationWhy buyers need better qualification and clearer explanationHow to stop clients feeling ignored or unsupportedWhy sales progression needs clearer boundaries and expectationsHow trust, transparency and care shape the client experience

💡 Key takeaway:
Most complaints in estate agency are not really about marketing, fees or even whether a house sells. They are about trust.
Clients can often forgive delays, chain issues and mortgage complications. What they struggle to forgive is feeling ignored, misled, uninformed or unsupported.

🚀 Powered by Iceberg Digital
AI-powered prospecting, instruction-winning marketing systems and a fully integrated CRM designed to help estate agents work smarter and win more business.
Visit Iceberg Digital

📘 Get the World Class Real Estate Annual Manual

🎧 Listen on:
SpotifyApple Podcasts

📲 Follow World Class Real Estate:
InstagramFacebookTikTok

🤝 Connect with the hosts:
Ian MacbethMark Worrall

If you enjoyed this episode, subscribe, share it with your team, and send it to an estate agent who wants to build a better business.

We’ve reached the halfway point of the year, so what should estate agents be focusing on now? 🏡

In this episode of the World Class Real Estate Podcast, Ian Macbeth and Mark Worrall sit down for a host-only conversation covering the property market, business planning, team structure, estate agency standards, the World Cup, property tax talk, and why the second half of the year needs clarity, discipline and focus.
Ian and Mark discuss how agents can use the halfway point of the year to reassess their goals, review what is actually working, cut out unnecessary noise and build stronger systems for the next 12 weeks.

They also dig into what a strong estate agency team really looks like, using a five-a-side football analogy to explore the roles every agency needs, from valuers and sales negotiators to sales progressors, admin support, marketing and leadership.
There is also a conversation around the importance of showing the behind-the-scenes work that estate agents do, why clients often only see the “Rightmove result” and how agents can better communicate their value before, during and after a valuation.
If you’re an estate agent, business owner, branch manager or team leader looking to improve performance in the second half of the year, this episode is packed with practical thinking and useful takeaways. 🚀

🎯 In this episode, we cover:
Why the halfway point of the year matters
How estate agents can reset for the next 12 weeks
Why annual goals are easy to lose sight of
The value of short-term planning and weekly reviews
What a strong estate agency “five-a-side team” looks like
Why support roles matter as much as front-line sales
How to decide what your team really needs
Why estate agents should show more behind-the-scenes work
How to communicate value before a valuation
Why tech, internet speed and systems are investments, not just costs
How to review your software, suppliers and business tools
Why agents should stay consistent under pressure
What football can teach estate agents about squad depth and identity

🚀 Powered by Iceberg DigitalAI-powered prospecting, instruction-winning marketing systems and a fully integrated CRM designed to help estate agents work smarter and win more business.
Visit Iceberg Digital

📘 Get the World Class Real Estate Annual Manual

🎧 Listen on:SpotifyApple Podcasts

📲 Follow World Class Real Estate:InstagramFacebookTikTok

🤝 Connect with the hosts:Ian MacbethMark Worrall

If you enjoyed this episode, subscribe, share it with your team, and use it as your reminder to review the first half of the year properly.
👉 Reset. Refocus. Build the second half with intent.

What does world-class estate agency really come down to?
For Ricky Veale, it starts with something simple: doing the basics properly, consistently. 🏡

In this episode of the World Class Real Estate Podcast, Ian Macbeth and Mark Worrall are joined by Ricky Veale from Avocado Stevenage to talk about standards, graft, client care, door knocking, self-employed estate agency and what it really takes to build a strong local business.
Ricky shares how he built his business the hard way, without relying on shortcuts, but by getting face-to-face with homeowners, following up properly, caring about the client experience and doing the work others often avoid.
From Saturday door knocking and handwritten follow-ups to WhatsApp groups, sale progression, family business life and the importance of returning phone calls, this episode is a reminder that estate agency does not always need to be complicated.
Sometimes, the agents who win are the ones who care enough to do the simple things properly. 💡

Ian, Mark and Ricky also discuss the current property market, why agents should ignore the noise and focus on what they can control, how Stevenage benefits from surrounding higher-value areas, and why seller expectations need to be handled with honesty and confidence.
If you’re an estate agent, business owner, self-employed agent or branch manager who wants to raise standards, improve client service and build a better local reputation, this episode is packed with practical insight. 🚀

🎯 In this episode, we cover:
Why world-class estate agency starts with the basics
Why returning phone calls still matters
The standards gap in estate agency
How Ricky built his business through door knocking
The “softly, softly” approach to prospecting
Why Saturday door knocking can build trust
How to stand out as a self-employed estate agent
Why care, systems and culture matter
How agents can improve sale progression
Why getting solicitors instructed early helps
Building a family-run estate agency business
The mindset needed to succeed as a self-employed agent
👤 About Ricky Veale:
Ricky Veale is the partner behind Avocado Stevenage and has built his estate agency business around local knowledge, personal service, consistency and genuine client care.
After a corporate estate agency background, Ricky moved into the self-employed model and built his business through hard work, door knocking, strong follow-up and a commitment to doing the basics properly.
Now working alongside his wife Rebecca, Ricky has created a family-run agency experience where clients know they are dealing directly with the people responsible for their move.
🔗 Connect with Ricky Veale:LinkedIn

🚀 Powered by Iceberg Digital
AI-powered prospecting, instruction-winning marketing systems and a fully integrated CRM designed to help estate agents work smarter and win more business.
Visit Iceberg Digital

📘 Get the World Class Real Estate Annual Manual

🎧 Listen on:Spotify & Apple Podcasts

📲 Follow World Class Real Estate:InstagramFacebookTikTok

🤝 Connect with the hosts:Ian Macbeth & Mark Worrall

If you enjoyed this episode, subscribe, share it with your team, and send it to an estate agent who needs a reminder that the basics still matter.
👉 Care more. Follow up. Do the basics properly.