We need to talk about Daniel

Daniel started his property career back in 1997 at just 17, working for a small agency in central London selling studio flats. A decade later, Knight Frank came calling, and Daniel soon became a Partner in The Private Office, advising ultra-wealthy clients on major deals in London and overseas. He went on to manage almost $4 billion in sales, selling homes from £117,000 to £95 million. In just one year, 2018-19, he sold £246 million in property and introduced £1 billion in assets to the market.

Daniel took up an unusual path for prime real estate at the time – a fanatical obsession with social media. While some at Knight Frank's 55 Baker Street HQ didn't quite understand it, Daniel's approach helped him amass a following that has since surpassed 100,000. His influence in the property world grew from that obsession.

Knight Frank's head office was as hierarchical as you'd expect. The 6th floor was for reception, the senior partner, and residential, the 5th for commercial teams, and the 4th for below-stairs 'non-fee earners' like IT, HR, and marketing. Rarely did you see a fee-earner in the depths of the 4th floor - except for one Mr Daniel Daggers. Always humble and curious, he spent time with the marketing team, learning and contributing.

Then he left Knight Frank. Then I left Knight Frank. Then Covid hit. And, with impeccable timing, we both launched businesses. 

I had the privilege of working with Daniel three times, at Knight Frank, when he first set up DDRE and then when he needed a marketing department. It's been fantastic watching it boom ever since. DDRE now consistently ranks 6th or 7th in listings of over £5 million in prime central London, with an average listing of nearly £10 million—and all that in just four years.

And then there was that Netflix series…

Daniel's journey underscores the reality of the modern prime estate agent: personal branding and social media are no longer optional but essential. His success shows that building personal trust and a global following can be as powerful as traditional networks and that prime real estate has truly entered the digital age. As the industry evolves, those who understand this shift, like Daniel, are the ones setting the pace.

Come and hear Daniel in his own words at PropX on the 20th of September, where I'll be interviewing him in a very frank conversation about the prime market and the future of real estate.