The Voice of The Agent Prime Playbook: How Prime Agents Are Quietly Redefining Estate Agency

That’s certainly true of The Voice of the Agent 2025, which draws a clear and consistent picture of how Prime agents — those working at the top end of the market and charging higher fees — are not simply surviving market pressures. They’re shaping the landscape.

These agents are reading the signs differently. While many are still navigating the turbulence of 2024, Prime agents are already looking ahead with measured confidence. Yes, the past year was quieter for them, with only 28% seeing vendor numbers rise by more than 10%, compared to 50% of agents overall. But the results were more evenly spread. A third still recorded some growth; only 3% reported a significant drop. It’s a portrait of stability rather than volatility.

Looking to 2025, Prime agents are optimistic. Three-quarters expect more vendors, and nearly a third forecast double-digit growth. That level of confidence isn’t echoed across the wider sector. They also appear more realistic about price trends. Only 5% expect house values to rise sharply, with most predicting a steady market. They’re not banking on a boom — they’re planning around continuity.

In lettings, they’ve gone against the grain. While many agents reported landlords leaving the market in 2024, Prime agents were attracting them. Forty-two per cent said they had grown their landlord client base — twice the sector average — and just 26% saw a fall. Almost half expect further growth in 2025. This shift seems to reflect landlords exiting low-margin territory in search of better service. These agents are offering something more refined and resilient. They’re not chasing sky-high rents either. Most expect rental values to hold steady, perhaps recognising affordability constraints or acknowledging that they already operate at the top of the range.

Their view of the market also shows in what keeps them up at night. While economic uncertainty still tops the list, it’s a concern for just over half of Prime agents, compared to nearly two-thirds of the wider group. Cybersecurity — a significant worry elsewhere — barely registers. Instead, they’re more focused on practical, day-to-day challenges: generating leads, managing cash flow, hiring the right people, and keeping up with regulations. They’re also more likely to mention access to funding, suggesting either rising costs or more ambitious plans that require investment.

Where Prime agents really set themselves apart is in their marketing. They use more channels in smarter combinations and with more apparent intent. Social media is near-universal, particularly Instagram, LinkedIn and — interestingly — TikTok. But it’s not about chasing clicks. They combine digital platforms with more traditional tactics like leafleting, direct mail, PR, sponsorship and even in-house magazines. Marketing, for them, isn’t about doing everything. It’s about doing what works.

This more considered approach also extends to property portals. Rightmove still dominates, but Prime agents are more open to exploring alternatives such as OnTheMarket or specialist platforms that align better with their brand and client base. They’re not rejecting the mainstream — they’re diversifying intelligently.

Despite this strong marketing presence, most Prime agents operate with relatively lean teams. Only a third have a dedicated marketing department. Many outsource or rely on non-specialist internal staff. It’s a model that offers flexibility and keeps overheads down while still allowing access to high-level expertise. A deliberate trade-off between control and efficiency.

As the data reveals, certain trends are hard to ignore. Prime agents are more likely to have gained landlords, expect growth in vendor numbers, and invest in brand development. They’re also more likely to be frustrated with technology that fails to integrate properly—a clear signal that they’re not looking for more tools, just better ones.

Prime agents placed marketing expertise and likeability above local knowledge when asked what they look for in an agent themselves. That suggests a shift away from the traditional emphasis on neighbourhood credentials towards broader performance, presentation, and rapport. It’s not about knowing every street. It’s about knowing how to tell a compelling story.

Most of these agents run sales-only businesses. Many are self-employed owner-operators who tend to be older and more experienced — a point reflected in their cautious but steady growth expectations. Just 35% reported strong growth in 2024; this year, the same number is expected. There’s ambition here, certainly, but it’s tempered with a clear sense of realism.

Their approach to technology reflects that same careful judgement. AI adoption is high - 87% use it - but they favour practical applications like automation, data analysis, and recruitment. Few use AI for writing property descriptions or marketing content. This suggests they either prefer a human touch or outsource those tasks to professionals. Their biggest gripe with PropTech is the lack of integration. There are too many systems and too little cohesion. Flashy features are no substitute for software that actually supports the daily grind.

The waters of sustainability are murkier. Prime agents are more aware of how ESG factors affect property values, but few have taken formal steps on carbon reduction. The intent seems to be there—the infrastructure, less so.

Demographically, Prime agents are more likely to be male, over 45, and working in the South East. Their views are influenced by experience and tend to prioritise substance over style.

What becomes clear is that Prime agents are playing a different game. They’re less reactive and more strategic. They’re not rushing to be everywhere but focused on being essential. For them, trust is earned not by shouting the loudest but by showing up consistently, delivering value, and staying credible.

The lesson for the rest of the market is simple: if you want to move up, watch those who are already there. Prime agents don’t just sell houses. They craft reputations, build belief, and sell value in a way others are only just beginning to understand.

You can download Part One and Part Two of The Voice of the Agent 2025 here: https://www.thevoiceoftheagent.com/