How high-street estate agents can beat the rise of the broker-model

It’s not online-only agents you need to worry about. The real competition for today’s high street independents comes from other independents. Broker-style networks like eXp, Keller Williams, and ReMax have exploded across the UK, bringing swarms of self-employed agents into your patch. They’re leaner, louder, and often undercutting on fees.

You already know they don’t have what you have. And with the right strategy, you can make sure vendors and landlords see it.

Are you concerned about the rise of broker-model agents?

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The rise of broker-model agents

In recent years, thousands of agents have joined networks like eXp, attracted by low overheads and generous commissions. Unlike traditional high street offices, these agents often work entirely remotely, building their businesses around personal branding and social media visibility rather than a shopfront.

For established independents, this has created a surge of new competitors in their own backyards. Agile operators fighting for the same instructions on the same streets.

💡 Did you know? The number of estate agency businesses has risen 24% since 2017, driven largely by broker-style models.

Why vendors are listening to them

Vendors are often swayed by the fresh, polished image broker-model agents project. They pitch themselves as hyper-local, plaster social media with glossy content, and win attention with the promise of lower fees. To many homeowners, they look modern, approachable, and cost-effective.

• With minimal overheads, they can afford to charge less, which may often see you going up again sub 1% fees.

• They position themselves as the “go-to local agent” with slick social feeds that help digital viewers trust them before they’ve even met. They make their brand personal.

• Without offices or big teams, they move fast and tailor their pitch with ease.

But here’s the catch…what they lack is scale, infrastructure, and the full-service professionalism that traditional independents bring.

The advantage traditional estate agents already have

It’s easy to feel overshadowed by the noise of self-employed agents, but most independents already hold powerful advantages their rivals can’t replicate. Years of trading, local visibility, and proper infrastructure mean you’re playing a different game altogether.

Brand recognition

A visible, established name, alongside signage, shopfronts, and a track record that reassures vendors you’re here to stay. Larger independent estate agents with multiple offices can boast wider coverage and, usually, a larger database of potential buyers follows.

Community trust

Long-standing relationships with buyers, sellers, and landlords that newer agents can’t manufacture overnight. If you are already active in the community, well done. If not, get on board with local schools, sports clubs, charities and community days to secure your footing in your local community.

Database & infrastructure

Traditional agencies often manage thousands of contacts through CRM systems. If these agencies utilise this data to employ marketing automation, keeping leads warm and instructions flowing at scale, they're already winning.

Take a look at how we utilised Sims Williams database to bring in over £95,000 in instructions.

Full-service support

From sales progression to lettings management and compliance, your team provides the wraparound service solo operators simply can’t sustain.

These aren’t just “nice to haves”. They translate into tangible marketing and revenue opportunities. When packaged into a compelling brand story and marketed consistently, they don’t just keep you competitive, they set you apart.

How to compete, and win

Beating broker-model rivals isn’t about shouting louder. It’s about being sharper, more consistent, and more credible in the eyes of your market. You already have the assets they don’t. The challenge is making sure vendors and landlords can see the difference.

1. Double down on visibility Be the brand people notice everywhere, not just on Rightmove. Social content, local PR, events, and sponsorships should make your agency own its patch.
   

2. Tell your story with proof Don’t just claim you’re worth the fee. Prove it with data, testimonials, and case studies that show measurable results, in a way that resonates with your target market (i.e. avoid simply posting stats and Rightmove charts - the only people that care about these is you).
   

3. Leverage your database While broker-model agents rely on followers, you have thousands of contacts at your fingertips. With the right CRM and automation, you can nurture past clients, re-engage warm leads, and generate steady instructions.
   

4. Market smarter, not louder: Broker-model agents flood feeds with generic posts and Canva templates. Cut through by being more creative. Campaigns that highlight value, showcase local expertise, and build authority beyond listings.

From surviving to thriving

Competition has never been fiercer, but the new wave of independent rivals aren’t unbeatable. With the right marketing strategy, you can take back control, remind your market why you’re worth the fee, and win instructions consistently.

This is where we help.

At Magenta MAD, we specialise in helping independent estate agents build standout brands, dominate their local market, and compete effectively against broker-model rivals.

Ready to thrive? Book a strategy call with us today.