The AI Operating System

In this bonus episode of Estate Agency X, we’re releasing the audio from Mark’s talk at Iceberg’s AI Summit. It is a direct look at one of the biggest pressures facing modern estate agency: after years of CRMs, portals, social media and endless proptech add-ons, has technology made the job easier, or simply made the work feel endless?

This episode explores why the real issue is not people, but capacity, attention and the architecture behind the business. Mark unpacks why the next competitive advantage will not come from another dashboard or disconnected AI tool, but from an AI operating system that can coordinate priorities across one central ecosystem. If you want a clearer view of where the industry is going, and what will become possible over the next 12 months for agencies willing to adapt, this is one to hear.

Make sure you’re subscribed on your podcast platform of choice. It helps us grow the channel, bring you better guests, and keep raising the level of the conversations we share with the industry.

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This episode is sponsored by Iceberg Digital, the AI Operating System for Estate Agents. They replace outdated CRMs, disconnected marketing tools, and manual prospecting with one intelligent, AI-driven ecosystem, built to increase revenue per employee and future-proof your agency. https://iceberg-digital.co.uk/

Transcript

Intro And Why AI Matters

Speaker 1 0:00

Estate Agency X, the UK's number one Estate and C podcast discussing the future of Estatency. Entrepreneurship and Business. Host Smart Purchase and Welcome to this episode of Estate Agency X. This is the episode whereby we go over what I spoke about at the Iceberg AI Summit. It's a transcription of the event. If you want to watch the whole event, you can do so on the iceberg digital website. Hope you enjoy it. I on? Yep. Okay. Can everyone hear me okay? Awesome. Right. Excuse me a second. I see no one sat in the front because they thought I was going to pick on them. I have to pick on someone at the back. Okay. Today is a massive event for me personally. It's a culmination of about a decade's work. And I know for many of you, you're probably a bit sick of hearing about all the how AI is going to change everything nonsense. But what I want to try and do today is break down for you exactly where this is going and how it's going to go there. And more importantly, what comes next. So for those of you that um have never I've never met before. Not sure where to stand here, so you can see that it doesn't really matter. For those of you that don't know me, um I give you a quick bit of background on myself. Um in the past, I've been pretty good at predicting the future. I built one of the very first ever property portals that existed in the UK. Um I started the UK's biggest publisher of digital magazines just after the iPhone was very first released. Um I launched the UK's uh first ever digital market appraisal side of things, um, even though people are still hand delivering them sometimes. Uh and I built the UK's uh only, in fact, the the world's only big data platform for estate agents or real estate agents. I'm the author of three best-selling books uh around AI, marketing, and big data. I've been recognized by Forbes.com as one of the entrepreneurs in the world making a difference. Uh I'm a regular keynote speaker on this sort of stuff. I've built seven-figure, eight-figure businesses, and I was an estate agent as well, which is probably the top of the pile of things that I've done, right? Um so whilst this talk is obviously focused on the future, I want to start somewhere that's a little bit more familiar, not with technology or or AI, but with how this job used to be. In fact, it's it's funny actually, because like I've got so old now that there's a lot of people in the room that when I say how this job used to be, we'll not be able to relate with this in any way whatsoever. And on a completely separate note to that, I've got to tell you this funny story as well. Um for those of you that know me, I I'm always in pretty much in black. Yesterday, for some reason, I decided to wear a white t-shirt with these light blue jeans, and my daughter, who's fifteen, uh came in and she was like, You look like if I if I just started a computer game and uh got you as a character, you're in like the default clothes. Like, haven't yet been able to upgrade to anything at all. Anyway, that's totally irrelevant. So um so when I started this job in a state agency, the world looked something like this. Um there was not really much technology. Uh when the phone rang, you spoke to people, or they walked in the office and you spoke to them, and you wrote things down on an applicant card or on a property file, and that was about it, really. Um I don't know why that went back to that. Hopefully that doesn't keep happening. Um at some point the day finished, you shut the office and you went home, and the job stayed there. And that was pretty much how the whole thing worked. If we fast forward through the fax machines turning into email and applicant cards to CRM, newspapers to property portals, landlines to mobile phones, privacy to social media, every single wave of that come with the same promise that it would make life easier. It will save you time. And in a way, some of that stuff did make life easier and save you time, but it also made more work. So paper didn't completely disappear when computers arrived. CRMs meant keeping notes on more applicants than I used to have just in my uh precious little applicant box. The portals suddenly meant more photos and floor plans and videos than what we used to have to do when there was just newspapers. Social media's multiplied all the marketing work, uh, and email and mobile phones have just blurred the lines between where the end of the working day is. So each layer uh did make life easier, but also created extra work. And we've built ourselves an industry now where speed is just mandatory. Responsiveness is just assumed by people, and availability is just an expectation. So, along with all of that, the profits got smaller. We go back to that time that I was looking at before, the profits were actually bigger then than they are now. There's something about that's not right. You think about how many times in a day an agent is expected to change the hats on what it is that they're doing, from like booking viewings to chasing solicitors to doing sales progression to compliance to qualifying portal leads? The list just goes on and on and on and on and on. Each switch costs attention and each interruption fragments people's focus. So is it really easier with all this tech than it was before? Most of the stress in a state agency doesn't come from difficult clients, it comes from the capacity to finish the work and the always-on expectation. And this is where the story really starts because once you see that, you can see that the the real problem that we're dealing with today can't be solved with a CRM. It doesn't matter how many tools you try to bolt onto it. That might sound a bit weird uh for me to say, being uh a prop tech person. In fact, recently I was on a podcast with Russell Quirk, uh who uh is here somewhere, uh I think, um, and he made the point that one of the biggest issues in a state agency is all of the pointless prop tech. And to be honest, I couldn't really agree more. So that's the end of the conference. We're going back to pen and paper. Um, but seriously, like the overload on human capacity is literally at breaking point. Currently, we're hoping that our teams have got a perfect memory, make uh instant responses, do flawless follow-ups, uh complete every single task. It's just not normal for human beings. So here's what I see when I walk into most estate agencies. I see good people, genuinely good people, finishing the day feeling like they failed. Not because they didn't work hard, but because their work isn't finishable. There's no order to their work. That's not a performance problem, it's a structural problem. The way a state agency works is broken, it's no longer sustainable. The technology is there, but the manpower to use it isn't. And I'm not just pointing the finger at other companies here. I we're culprits of this too. We build uh incredible tools, tools that lots of people in this room actually asked for, and then they don't get used. Why does that happen? I I've asked that question more than anybody. And the truth is that the capacity has already been exceeded. And when capacity is exceeded, our industry reaches for the same three levers. The first one is uh let's hire more people. And yes, capacity increases, obviously. You've just hired more a new person. But margins shrink. You didn't fix the problem, you just diluted it. The second lever is let's get another dashboard, another piece of software. Maybe we can get an AI that does it. And now your staff aren't just doing the job, they're managing the fucking tools that are supposed to be helping them do the job. And the third lever is let's just push people harder, longer hours, more pressure, higher expectations, and that's where the burnout starts and the mistakes start to creep in. So, yes, you can split the roles up in your business. You could uh make departments whereby this department just does sales progression, this department just does prospecting. I've seen it all before. Like I've worked with hundreds, maybe even thousands of agents. It can be done, but the margins are just not big enough in a state agency to do that. You can't hire enough people. So you can hire more people to do the job, you can get a new bit of software that looks really cool, you can shout at the team, but none of that will solve the root problem that we're talking about. And that's why the real fight in this industry is not around turnover or market share. That's that that will just send you round and round in circles. It's not getting a new CRM. The real fight is revenue per employee. And you work out your revenue per employee by taking your turnover and dividing it by the number of staff that work full-time in inside the business. So, as an example, uh, if you turn over 500,000, you've got seven staff, you've got a revenue per employee of around about 71,000. Uh it's it's so important because revenue per employee tells you how much value one person can create from the sort of salaries that you have to pay people. It's not an instant idea as to how profitable the business is, but it's it's a very, very good, clear indicator as to how difficult it is in your business to turn effort into profit. So if you're thinking to yourself, I probably on average we have to pay people 40 grand, 50 grand, and your revenue per employee is 71, not a great deal left over to pay all the other costs and then live the kind of life that you were hoping to live when you started the business. So high revenue per employee doesn't come from harder working people, it comes from a better architecture in the business. So traditional estate agency using a CRM based on this model that's burning out might add another person to the mix to help with the admin and all of the things that are going on inside the company. But when they do that, the revenue per employee drops by nearly 10 grand. That's for all eight people. All eight people are now 10,000 pounds less productive for your company. If we go back to the beginning of that, this is where we were, and alternatively, we find a way to focus more on revenue generation tasks using technology without increasing the headcount, we get our revenue up to 700,000, then all of a sudden, revenue per employee goes up by about 30 grand for all seven people. You don't need a maths degree to be able to figure out that's going to have a massive impact on your company if all seven people start bringing in an extra 30 grand. So if the problem can't be solved with more people or more effort or more commitment, and we accept that the problem is the capacity of how much a person can do, what is the solution? The best example is actually already in your pocket. It's an operating system. If you think about it, your phone doesn't work because you've got 150 apps installed on it. It works because there's an operating system underneath it all. Something that decides what gets priority, what can interrupt you, what runs in the background, what's going to stop your music, uh, what talks to what. You don't see the operating system, you feel it. Now compare that to the way CRM software works today, and the other tools that you might use, they're just disconnected tools. Each one shouting for attention, each one assuming that it's the most important thing in the room. No wonder it starts to feel overwhelming. Who decides the priority? Everyone's busy, but most importantly, are the things that are getting done the most important things that should be getting done? Or are we just busy? So tools, they're either passive until a human remembers to act, or they're jumping up and down, demanding attention. An AI operating system is active, it coordinates things, it orchestrates, it decides what matters and when does it matter. So an operating system can look across all of your centralized tools and say, this one matters today, this one can wait, this one's becoming a bit of a risk, this one will make you more money. And this is the shift we're talking about. Not a new CRM, not some extra features, not a redesigned dashboard. We're talking about a different operating system for our industry. Because the bottleneck is no longer information, it's attention. This is why so many agencies feel busy but not productive. They're not short of data, they're short of the clarity on which tasks to do next and which ones are going to have the biggest impact. So an AI operating system flips the model. Instead of humans managing data, the system manages data for humans. Instead of humans monitoring everything, the system monitors and acts. A CRM tells you what happened, an operating system decides what should happen next. And that's why context matters when it comes to artificial intelligence. But not in the way that most people think. So AI isn't powerful because it can answer phone calls, it's powerful if it's inside of one ecosystem so it can understand the context. Context is what humans are brilliant at until they get overloaded. So context is what comes out of the morning meeting? Where are all our sales and why are the sales there? How happy are all of our vendors or unhappy, and why are they unhappy or happy? Who hasn't been paid their rent and why? Which of our old valuations is likely to convert and why? That's the context. That's the bit that humans do where they go, oh, there's this computer, just can't do that sort of stuff. An entire ecosystem can give that context to AI. So humans don't have to carry it all around inside their heads. Now, this is important because it sounds like I'm talking about humanless estate agency, and I'm a hundred percent not talking about humanless estate agency. This is not about replacing good people, it's about respecting human limits and empowering good people to do what they do best. So spreadsheets didn't that automatically add things up, didn't uh suddenly make account accountants pointless. They just allowed them to use their time better. Some accountants back then wouldn't have embraced the spreadsheets, they would have just gone, that's my job. That's what I do. I'm here to add things up. That's what I'm really good at. And they disappeared. So technology removes friction and increases capacity. Actually, I remember doing a podcast with David Lindley. Where are you, David? India? Yeah? At some point. Do you remember I was talking about technology should cause deflation? The human skills of interaction, when it matters, they're still needed, probably more than ever. In this age whereby, you know, everybody's just on a phone. Um those human interactions, I think people want them more than any at any other time. So when I talk about an AI operating system, I'm not talking about technology just for technology's sake. I'm talking about a system that allows one good agent to perform like five that are just using a CRM without burning out. In regards to AI, it's big, big old AI. In regards to AI, I need to break another myth. And this is this is really important. This is so important for you to take away from today if you take nothing else away from today. Uh this is what AI, this is what businesses want AI to do for them. Right? They would like AI to solve everything. Uh link in with their existing software so that that's not a hassle. Uh they want it to write the emails, do the marketing, make the phone calls. They don't even want us to figure it out. It's AI, surely it can figure it out for itself. But it just doesn't work like that. The reason it won't is because AI is not as magical as you think it is. The only thing it really understands is words and numbers. I realize I'm an AI geek and I spend 24 7 in that world and I listen to loads of fucking shit about it. And Haley knows that too, right? Phil for Haley, like she's had to listen to this talk already like three or four times. So forgive her if she is. The back of the room you hear someone blow their brains out, right? Um, but so I I realize that I live in that world and it and it all makes sense to me. But I want to flip this into something more relatable for so that anyone could start to understand it. And once you understand it, then it might become easier to be able to see the wood for the trees when it comes to AI, so that you can start to clearly see the shitstorm that's coming your way. So if we go back to AI, it's just a technology that understands words and numbers. It's only a tiny step on from the way predictive text works. Now you don't really find that magical anymore, predictive text, but it's still pretty magical that the phone finishes your sentences for you, it knows what word is supposed to come after the word you just typed. Um, but it's essentially the same as a school leaver with an A in English, or nine, whatever the fuck it is now, um with a photographic memory, and they've got access to Google, but no other skills at all. So just think about that for a minute. They they didn't study anything else ever. They're perfect at English, they have a photographic memory, and they've got access to Google. No other skills, nothing else, nothing more. What probably wouldn't work out well would be if you got 10 people like that and just let them loose in your company. Said, go for it. And anything you need to know, just fucking Google it. Right? They could have conversations from day one because they can speak English, but they're they would just be talking gibberish to people. Sounds a bit like countrywide, right? Um, but it is possible that that school leaver with just an A in English and a photographic memory could become your best member of staff if you gave them detailed company training, documents on everything for their photographic memory to read. They don't have to read it once and they'd know it inside out. And access to your centralized ecosystem to read the context on everybody. They could actually be really good from day one if you did that. But the two problems that we've got with getting this to work are that one, your training is probably a bit shit. Uh my experience of this from dealing with lots of companies over many years, not just the state agencies, is that uh you probably haven't got brilliant training and company documents around everything that happens inside your business. How your USPs work, how the jobs inside your company work, how the marketing works, how the brand works, how the sales work, how the valuations work. It's probably mostly in your head. If you're anything like a lot of the companies that I've ever worked with, which I would consider to be pretty good companies, like there's nothing wrong with what I'm saying, but it's someone starts in the business and they just sort of follow you around or follow someone around for a bit, right? So that's one problem. And then but that's a problem because there's nothing for this person to read and learn with their photographic memory. The second problem is that even if you get around to teaching all 10 of these new people one by one, when something changed, you'd have to remember to go back to each one of them one by one and tell them all. After every conversation where something new comes up, you'd have to go, oh, don't forget, go around and tell all ten of these fucking morons, like what's going on in the company now. So that is exactly how AI works. Because of that, there's a very, very, very big problem coming the way of all businesses, not just the stat agents. Uh, as instead of it looking like this, it's more likely to look like this. Do any of you remember having to do with all of this shit before you found iceberg? Right? There's a tool for this, there's a tool for that. And if I can drag this wire from over here to over there, and that'll work. It's gonna be a nightmare, right? Imagine how many great sounding AI tools are gonna come your way in the next 12 to 24 months. Everywhere you look, there's a new AI tool. There's an AI for calls, there's an AI for emails, there's an AI for doing your portal leads, there's an AI for valuations, there's an AI for making your fucking lunch, right? It's everywhere. Each one looks really clever, each one demos really well, but each one is delivered by a different company, built to their specific rules in their own way, and none of them are bad in isolation, but all of them will be a bad idea without a central operating system. And remember, a central operating system is not in any way whatsoever a CRM. Just to be clear on that, this is here, right? An AI operator will need managing and monitoring individually. When I say an AI operator, an AI operator is an AI that does just one of those functions, it will qualify your portal leads. That's it. That one AI operator is like the student with the A in English and a photographic memory, and they will need managing. So it's going to be impossible to manage time-wise when you've got loads of them. And then when you do have a problem that comes up, trying to find out where that problem is in all of the training documents that you have in the company that you've given to all of the 10 people and all the different bits of information that you shared is just going to be an absolute nightmare. Here's a real-world example of this problem from one of the world's leading companies in terms of using AI. They're already two or three, maybe even four years ahead of the most cutting-edge estate agents. This is going to be a huge fucking problem in 2026 and 2027, and it will cause most businesses and agents to just give up on AI. So this is a problem that no one in our industry is talking about yet. Because despite the fact that there seems to be AI experts popping up everywhere on panels every week, none of them understand AI. I haven't heard one person in our industry talk anything other than utter bollocks about AI. The truth is that AI without constant training and deep context is almost always worse than no AI at all. It's well documented that back in 2019, I said a split had begun. Uh, not just in our industry, but in all businesses. Wrote about it in one of my books, um, between those companies that are building big data centralized ecosystems and those that are left on CRMs. And that gap has been quietly widening, but it's about to crack wide open. On one side, companies will keep stacking tools, CRM, more dashboards, more logins, more AI tools, more random companies, more training, more work, more people. And on the other side, agents and businesses will be using a completely different architecture. And I predict that in this new world of AI, by 2029, all of the businesses on the wrong side of that divide will die. Not some of them, all of them. It's that big. Because the mess that they will accidentally create for themselves will be just too great for them to recover from. Leading to them to just give up on AI. And the distance between them and the people on the other side of the divide will just be too great for them to make up. It's just like those that got it right or wrong at the start of the internet. Once you fall behind with this sort of technology, you just you're not catching up. It's not that new competitors won't come along, but all of the current ones that get it wrong will just die. Exactly like all of these did. And in hindsight, it'll be so fucking obvious. Just like this, you look at that now and go, it's so obvious. How did Friends Reunite fuck that up? Or Smyspace or Yahoo, Netscape, Nokia. That how did they manage to screw that up? It's so obvious in hindsight. You know, you know, Kodak invented the first ever digital camera. That's how mad's that. They had an engineer who invented the first ever digital camera in something like 1978, and they he showed them and they went, bury that, because that will ruin what we're doing. Just get rid of that. Fucking crazy. Um, I know for many of you, you might find this all a bit hard to get your head around. You know, like I said, I know I live in that world, and I was asking Haley about this. I was like, you know, you're not obviously quite as into this as I am. Like, what do you think about it? She was like, it's just hard for some people to get their head around how much this might change. Um, so if you were around when the world looked like this, just think back to this time for a minute. You would never have been able to get your head around the world we live in now. Like, what did we have? Like three or four channels on the tell, and then came along Sky, where it was like, whoa, like 150 channels. Now, just watch whatever you want, whenever you want. Like, you just you couldn't have got your head around that, that you would carry around this television in your pocket, like just mad, right? So, this change that we're talking about or that we're going to experience is bigger and faster, and it will happen in just a matter of a few years. The reason it will happen in a matter of just a few years is because companies have been building towards this since I was discussing it 10 years ago. It feels like an overnight change, but many of you in this room are already experiencing it. Your businesses have transformed more than you could ever imagine. Whilst other for other agents, things are going into decline. I've spoken about one centre of truth with the data for so long now, I've predicted everything that we're seeing today, and I don't feel like I'm gonna suddenly be wrong. So, what does this new world look like for estate agents? One where the problem of what to action has gone away, along with the problem of staff just having too many things to handle. Uh, one where one where RPE in a state agency could mean that estate agents had a an RPE as good as some of the best businesses in the world. How could that change be possible so fast from where we are today? For this, uh I want you to forget me as Mark, the CEO of Iceberg Digital, and imagine me as my son Fraser, who's just about to turn 18 and enter the workforce. Um actually, he's probably not about to enter the workforce, he's probably gonna spend a few more few more years just fucking about, right? But let's for the sake of this, let's pretend that he's got some uh some like drive, right? Um I want you to imagine he's opened an estate agency near you and has creatively called it Fraser Estates. Um I'm gonna walk you through what a day in his estate agency looks like, and I want you to mentally compare it with yours and just think about how this might start to play out. So Fraser's driving into work, actually, probably his car's just driving him to work or something, right? Um he taps his phone and he says, uh, morning, Azair. Before I get into work, can you just talk me through what happened yesterday?

Speaker 37:36

Yesterday was busy but controlled. Across the business there were 18 new inquiries. I managed to speak to eleven of them directly. I have arranged eight viewings that are now booked for this week. I've confirmed access with six owners and coordinated diaries with three different negotiators. Seven inquiries still need contact. I'll continue trying them today.

Speaker 1 37:57

Okay, that was that's like three people's jobs all done before nine o'clock. Okay, what does today look like, is there?

Speaker 38:07

You've got four valuations today. The first one is at 10 a.m. at 7 the Broadwalk. I have planned the route and looked at the traffic, and you need to leave the office at 9:30 a.m. to get there five minutes early. There are six live sales approaching key milestones. I've highlighted the critical ones to Haley in the office. I've also picked up strong online engagement across four properties, including 16 Miller's Road. So I'm already reaching out to those buyers to try and generate viewings. I've also identified 12 properties in your area that are clearly struggling with other agents, as they are either a long time on the market or have had price reductions. So I have drafted 12 personalized WhatsApps about how we can specifically help those sellers by explaining which buyers we have that match and what we have sold nearby, and given the messages to the team to sense check and send. But so far, none have been approved or sent. Would you like me to remind the team to do this?

Speaker 1 39:03

Yes, I would like you to fucking remind the team to do this. That's working at scal without burning anyone out. Okay, out of all of that, what needs me today?

Speaker 39:16

One valuation at two Highcliffe Gardens from last month has re-engaged overnight. They've read your pricing content and revisited your case studies. I recommend a short personal follow-up from you. And looking at previous engagement, this client seems to respond best to phone calls, and usually at around 3 30 p.m. Would you like me to book you out for 20 minutes at that time for you to make that call?

Speaker 1 39:39

So that's as looking across my whole ecosystem and just watching the data. Right? I don't even have to need to know, I don't even need to know where to look in the software to find it, let alone uh have the time to do it. So it books me out the time at 3.30 for me to make that call. So anyway, 9.30. Off Fraser goes for his uh valuation and uh sorry, not 9.30, 90 o'clock, wasn't it? So off he goes to do his valuation. And before uh he heads into his valuation, he says, uh before I go into this valuation at Seven the Broadwalk, can you tell me a bit about the owner?

Speaker 40:24

Yes, no problem. The owner is called Mark Burgess. He came into the system from a right move inquiry back in November, and he's been on a few viewings with us. He's very well informed and very confident that he already knows the answer to most questions. So I'd keep the conversation calm, structured, and let him feel like he's winning, even when he isn't.

Speaker 1 40:46

Okay, perfect. So uh I do my vows because that's what humans are good at. Um, and I head back to the office. I've just walked back in from my valuations. I've been out doing these three, four valuations, and historically, this is where everything starts to fall apart for me. I've got to write up the valuations, I've got to catch up with what's going on in the office, I start putting out fires that other people have lit. So I can just turn to Azair, Fraser turns to Azair, and he says, uh, since I've been out of the office, what's changed?

Speaker 41:19

Quite a bit. Across the business, I've chased 23 sets of viewing feedback. Five buyers responded positively. One of them, Kelly Brown on 98 Black Horse Road, has made an offer of 490,000 pounds. So I've flagged it for you to review and get involved.

Speaker 1 41:36

Chase 23 viewings of feedback with no person involved, and then flag the part that needs the human touch. Okay, what else is there?

Speaker 41:46

I've also taken the transcripts from the valuations you completed today and written four personalized presentations to be sent out. Each one includes pricing rationale, marketing plan, and a recap email in your tone of voice. Would you like to review them now?

Speaker 1 42:02

That's just giving you your evening back, right? Writing up four personalized presentations along with the follow-up emails. So 3 30 rolls around. As promised, Jose's blocked the time out of my diary. Because this is human work again. Right? So before I make that prospecting call, before Fraser makes the pros get prospecting call, he says, uh, okay, Jose, I'm gonna make this call. Anything I need to know before I call them?

Speaker 42:32

Yes, they previously hesitated on fee. They've just read your case study about how you achieve more for sellers than other agents. So I suggest reassurance, not numbers. They are clearly buying into you, but just need to be reassured. Perfect.

Speaker 1 42:49

So we roll through the rest of the day, and then it gets to six o'clock. Uh, just after six, Fraser gets to shut his laptop and picks up his phone and says to his uh, is there anything unresolved before I go home?

Speaker 43:09

Everything important is moving. There is nothing critical you need to know currently. One thing to flag, though, you haven't posted a new blog article for nine days. Consistency matters here. Last month, four valuation requests came directly from your blog pages. So I've written a new article for you to review. It's in your tone of voice, uses the SEO keywords that have historically performed best, and builds on the topics that generated the most engagement previously. If you'd find it useful, I can just take care of this for you every week.

Brain Mode And Building Operators

Neuron Sites SEO Without The Grind

One Inbox Drafts And Human Oversight

Scouts Matching Journeys And Automation

Insight Mode And The CRM End

Final Warning And Subscribe

Speaker 1 43:49

You're not keeping up with this manually. Like just like that, Fraser's day's over. Jose's got him covered while he goes home and gets his evening back. Calm, controlled, and an incredible revenue per employee. So can you see this isn't about AI replacing humans, it's about finally replacing the parts of the job that you weren't supposed to be doing. Allowing you to give the human service to the right people at the right time. That's what an AI operating system feels like. So at Fraser Estates, they miss nothing. They prospect everything personally, they reply to everyone personally, they reach out to generate new listings and viewings constantly. They produce regular marketing content relentlessly, they have a super high revenue per employee, which means huge profits and they spend even more on marketing. And no, they don't use a fucking CRM. Can you see what happens when Fraser opens opposite your branch? I know this sounds like the future, but it's not a case of if we bring this technology to a state agency, it's when. And that when is today. So this is all possible. Because Usaire is part of one central ecosystem. That means there's one tone of voice, one understanding of your business, one central source of data. No matter if that's prospecting, marketing, communication, compliance, transactions, online activity, one superhuman with an A in English and a photographic memory to teach about your company that then has the capacity to do everything. This is what it looks like. You don't train ten AIs, you train one brain, and then that brain teaches individual operators down here. Okay? And the operators use the context, which is all of your data that sits inside lifecycle. Will it make mistakes? Yeah, it will make mistakes. Who doesn't make mistakes? But that's an important point because when something does need correcting, and one of these operators is doing something that's not right, you just change it in the same in one place. You change the information in one brain, and then all of your operators learn at the same time. You don't have to go looking around to see where to fix it. Now, here's the bit that will flip you out. Because of the centralized data around prospecting, marketing, transactions, communication, etc., Uzair knows where is a contact in their journey? What's already been said to them? What shouldn't be repeated? How engaged are they on your website? What viewings have they done? When was their property last valued? What blog articles have they read? And then it uses this third layer down here, the operators of the of the uh operating system, to do the functions that human could do inside lifecycle. Sending emails, writing blogs, finding new listings, finding new viewings, anything that could be or is possible in life cycle, an operator could do. But with each new function added, you're not adding risk, you're just extending the same brain. So instead of complexity increasing as you scale, it actually decreases. So just to be clear, most systems get harder to manage as they grow. Our AI operating system becomes easier because everything is governed from the one central place. You change something as simple as your opening hours, you tell one central brain, and it doesn't matter how many AI operators we've built for you, could be thousands in the future. They all learn together. In just the last two days, I've seen two articles in the industry press about AI tools that will answer inbound calls for estate agents. Can you see now what a shit show this is gonna be? When you read those articles, or maybe you didn't, but if you did have read those articles before you came to this event, there's no reason that you wouldn't have thought, that sounds fucking great. I mean, why wouldn't I want an AI to take phone calls for me? But it has no context. How does it know who's already registered with you? How does it know the last conversation that you had with this person? How does it know if they're already on the market with you? How does it know if they were out on a viewing with you yesterday? You'll have to train it independently of any other AI that you get. And you train another AI for the next thing when we realise this one's got limited capacity. Is it starting to make sense? So before you came here, like I say, that that that would have sounded those things would have sounded great. Hopefully, now you can see why the people making these tools have no fucking idea of what they're doing. It's just going to lead you into a big mess and it's not going to turn out well for you. So we're stepping into this new era today. Sorry, Sam, I know you don't like the white slides. I had to put this one in. Uh, after nearly 10 years in the making, where your software doesn't just store the work, it does the fucking work. So now I've explained all of that. Let me walk you through the changes to our system that will arrive through 2026 that will make all of this possible. So it starts with Azaire's new brain mode. This is so important for the future of how AI is used because of everything I've spoken about so far. This is a revolutionary user interface that lets estate agencies train Uzer just by looking at what they're doing. I know some of you will look at this and be really excited by it, and some of you might look at that and think it's a bit scary or not even know where to start. But trust me, it's brilliantly simple. Users can train air on every aspect of their business and visually see which of the cortexes in the brain are being filled so that they can then measure how much of its capacity they're using. There is no AI company anywhere in the world that's doing this. We're literally taking UK state agency and putting them at the very forefront of technology globally with this. For those of you that do feel a bit intimidated by looking at it, you can literally sit and have a voice chat with us there, and it will just coach you through it. Just chat to you about that section of your brain and get the information out of you that it needs. How fucking mad is that? Chat to your software. So now you've got the brain and you've got the data or the context, as it's called here. From here, you need AI operators. Each one does a different task. Uh it's an in it's another important point for me to make because what happens sometimes is you hear about how incredible is or an AI, and you go and ask it something simple, like, um, I don't know, tell me what we sold last week. And then and it can't do it. And so you think, it's not that clever, is it? But remember what I was saying, it just doesn't work like that. You have to build an operator for every function you want. So all that means is that we just probably haven't built an operator that will go and look at what you sold last week. It knows the information, the data is there, it's in the context. You've taught the brain, we just haven't built an operator for it yet. So an actual operator has to be built to search and then bring back the results. So whilst we can build any operators, that doesn't mean that we have built every operator. Right? So it's a critical thing to understand when you're wondering why Ozaire can't do this thing that you think is so simple that it should be able to do. It's not that it can't do it, it's just that it probably hasn't built an operator for it yet. Hopefully that makes sense. So, what will you get access to in our new AI operating system that makes Fraser Estates Day possible? Okay, the brain of Azir will know all of your SEO keywords and all of the conversations that you want to show up for in ChatGPT. Those two things work quite differently. I won't bother getting into the full ins and outs of it, but just as an example, you someone might go to Google and say, best estate agents in Chelmsford. Nobody goes to ChatGPT and just writes best estate agents in Chelmsford. You go, you might go to ChatGPT and the conversation might start somewhere else. Probably doesn't even start with who's the best estate agent in Chelmsford. It probably starts with, I'm thinking about selling my house, but I never know which estate agents to trust, and I don't really want to talk to any of them. What should I do? Something like that, right? So how do you show up in GPT and how do you show up in Google? Your brain will know what you want to get found for in those two things because you'll have taught it, either by having a chat with it or by putting the information in yourself. And then, like, your neuron website suddenly starts to become a superpower for you. Because at the moment, videos that you have on a website are invisible to SEO and and chat GPT. They can't watch videos. Yeah. You could put a video on YouTube and YouTube does a transcription. This is kind of useful, not that useful. Um, but that'll take someone to YouTube, it doesn't take them to your website. Um, and the transcriptions are not that useful anyway, because often in a video, you're not jamming it full of the keywords that you might want to get found for. You know, it might just simply be talking about when you started the business. So, what Neuron does is it grabs any video that's on your website and it makes the transcript of the video so it can understand what's happening in the video, and then it gives the transcript to Uzer, and Uzer looks in the brain as to what you want to get found for in SEO and ChatGPT, and it rewrites it all back up, covering a mixture of what the video is about and your keywords and all the things that you want to get found for in ChatGPT. It gives it back to Neuron, and Neuron hides it behind the videos in a very specific file that is made for when Google and ChatGPT come crawling across your website. So it it gives your SEO and your large language model discoverability a huge boost with no human involvement. Part two of this is that when you ask Guzier to write you a blog, again, it knows to take all of the SEO keywords and the LLM stuff that you want to get fan for into account. So you don't have to. So it becomes the best fucking SEO blog writer on the planet. But just like Fraser, we haven't got time to be doing that. Right? We thought originally that estate agents needed a place to be able to write blogs going back 10 years. It then turned out no one's got time to write blogs. So we created a tool of like Azaire whereby you could just talk to it and it'd make the blog for you. No one's even got time to be doing that. We've already established that everybody has already got too much to do, right? So, no problem. In the operating system, there's also a part of Azaire's brain dedicated to your content strategy. You teach Azair what you're looking to achieve with your content, the frequency, the type of articles. You can even give it links to sites like BBC News or other things that you like. Not those kind of sites, right? Um executes it with the keywords, with the large language model text, on time, on brand, never forgets, giving it to your team to approve. Now, because on a neuron website your blogs are inside your own domain, it's like a fucking SEO superpower that no human can keep up with. No one could write this much stuff this accurately for it's such good articles with all of those keywords, all of the things you want to get found for in ChatGPT so regularly and put it all up inside your domain that that frequently for the bots to crawl your site so regularly. Again, there's nothing anywhere on the planet currently doing this for websites. Not only are neuron websites already rebuilding themselves based on the person who visits the site, but when someone hits the site, they change based on whether they're a vendor or buyer, landlord, that sort of stuff. They're now about to start pressing the accelerator on your discoverability. But from this one example, you can see how the brain side of thing's working in one ecosystem, as opposed to having maybe a website provider with some sort of AI in it, uh a blog with a bit of AI in the back of it, uh a video transcriber that's got AI, some SEO AI stuff. Because imagine what happens with all of that when something changes in your company. Let's say you open a new branch. So instead of your keywords just being Colchester and Chumsford, I now need my keywords to also involve another area. Whoa, what a fucking nightmare all of a sudden that would become. But not with an AI operating system. You change it in the brain, that's it, and it propagates across your entire AI operating system. I said Osaire will now write personalized on-brand regular content for you without lifting a finger. But on top of that, this year uh we will give Uzaire access to look at market intelligence for the entire property market in your area. It also will look at the intelligence from your own data. Uh, it also knows that it works for you to make you sound great. It also knows your keywords for Google and Chat GPT, it knows what your USPs are, it knows your brand's tone of voice. Uh, it knows every blog that you've ever written, it knows all the pages of your neuron website, including the videos and what they're about. It knows all of the call-to-action URLs on your website, and it writes you the full market update every month, totally unique to your business, taking all of that into account. On brand, data backed, ready to publish. When I looked at how this worked, I just said two words. Fuck off. It's I I know I know you guys are all more interested in listings than content, but honestly, it is insane. And can you see that this is possible because of context? That word is so important with that with AI. No off-the-shelf AI system could ever do this. Does it start to make sense now? The work required to have a content strategy like this, in terms of the blogs, the market reports, the SEO, the large language models, done on time, regularly, every month, is only done by £100 million companies. The impact that this could have on your business is significant. So whilst there's currently a waiting list for neuron websites at 22.5 grand, it's not something that has previously been possible cash flow-wise for all of our clients. Uh, which is why I'm excited to announce that we have a new leasing option with the neuron websites that will make them accessible to everybody. Up until now, the upfront costs are 22.5 grand, and then you have to pay £150 a month for the ongoing costs, the hosting, that sort of stuff. With our new leasing option, you can get a site up and running from as little as £599 a month. Uh we do still have limited capacity to build them. We're currently sold out on getting sites live until the end of July. But if you do want to get one of these sites up and running before the end of 2026, uh grab someone in an iceberg t-shirt. Probably Emray is your best bet. Where's Emray? There he is. Right? He's the one you want. Find Emray or anyone in an iceberg t-shirt and just let them know. Um, because believe me, you need one of these as we head into the new era. And today is your best chance because obviously not all of our clients are here. So, what else do we bring that will make Fraser Estate so successful with revenue per employee? Over the coming months, when you log into Life Cycle, you'll find some changes to the user interface or the way that you use the system to make things easier. One of these changes is a new stats uh reporting section and some brand new property and contact timelines. But these have been rebuilt from the ground up so that Uzaire knows all of the stats accurately and can give you summaries on any contact or property. So remember when Fraser asked how the day was going, how yesterday went, and also to give him info about the contact he was about to meet. One brain, one data platform, endless AI operators. But Ozaire also told Fraser that it'd been chasing for viewing feedback, it'd been following up to generate viewings, it had been arranging viewings, and more. How was it doing that? Well, communication steals more time from agents than anything, probably other than maybe admin. It kills revenue per employee. All the WhatsApps, emails, phone calls, chases, uh, and importantly, most staff just probably don't do it that great because of the capacity problem. Things get missed, leads get forgotten, valuations don't get chased. So we reinvented it. 2026, we'll see the release of our communication center. Uh AI summarized phone calls, no more typing notes, two-way SMS, two-way WhatsApp, two-way email, every channel, one inbox, everything tracked. Just having all of this in one place will save hours. But you still have the problem of finding the priorities when everybody's busy. So let me show you what your future organizational charts look like. As we build out the communications center for you, we'll start it slowly, just with phone calls and then WhatsApp, email, SMS, all for human use. But what will follow this year is for AI operators in each department to write the best communication to the best people at the best time. The human line manager will check it and send it. So if you imagine Sarah Mitchell is maybe looking after, I don't know, leads and scouts, let's say. When she comes in, the AI will have already uh uh spoken to a lot of these leads by drafting the emails, sorry, not spoken to already drafted the emails for all of these people. She just needs to check them and send them. In priority order. The same with the scouts, the same maybe with market analysis, the same with maybe sales progression or whatever else it might be. So when the staff come in each day, they don't firstly have to make a cup of tea and then decide what it is they're going to do and then log into the system and do it, uh, or get swept away by some new crisis that's just happened. They come into 20 or 30 pre-written drafts from the AI in their departments. They check them, they edit them, they send them. Not only does it make them incredibly productive in terms of revenue per employee, but this is how you stay on top of what your AI is saying and constantly train it. If you remember back, I said every AI needs constant monitoring and training. This is how you do it in one in one central ecosystem without it getting in the Way. You just look at the you just look at the email and go, that's follocks. Just edit that and you send it. And as your team edit the messages, the brain in the system learns what it did wrong and it makes adjustments. Just like you'd hope a human would, right? If you had a trainee and you said, no, don't say that. That's that's not the right thing to be saying at this point. Say it this way. You've heard people talk about how AI is not here to replace humans, it's here to make them better, but this is what it looks like. However, what I can tell you from having a company that works this way already is that it will replace the need for any below average humans. The ones that you're fed up of saying the same fucking thing to. You all know that one, right? The ones that are lazy, the ones that are full of excuses. You'll never need them again. Your A team and you some of your B team will be the line managers, and your AIs won't be better than them. So it's not a case of trying to get the AI to be the best member of staff you've got. The real wins that I've seen from my own business are that the AI will do things that you weren't doing. Just it's just doing things that you weren't even doing. You weren't even following up with those leads. You weren't even chasing that sales progression. So don't get annoyed with the fact that you maybe had to edit the word in in some way. You'll never need C or below players in your team again. And your output will be ridiculous. You saw that from Fraser Estates. One teenager just driving about, doing the work of what, 10 people, prospecting, lead qualifying, generating viewings, gathering feedback, communication with sellers, landlords, marketing, chasing vows, a small human team with an AI operating system will be ten times more productive than a human-only team with a hundred people. Because of this, our AI operators will redefine the way property matching works and alerts in a nutshell rather than having to have strict rules around matching, the AI will work more like a human would if they were dedicating time to trying to find a property for just one person using the context to try to predict the future. So, for instance, what has the buyer or tenant said is important to them versus what have we got that might work? How serious is this person based on how active they've been, both online and offline with viewings? What's their previous viewing feedback been? Have they got a property to sell that's in our patch where we might get a listing? These are all the things that you would take into account if you had the capacity to do that, right? But from there, it will send personalized messages as to why it thinks this property would work for them. Just like you would do if you worked for that person one-to-one. But it also monitors who's looking at what properties online on a neuron website, and then like the most observant human that's got all the time in the world, it reaches out to try to generate more viewings with a normal human back and forth conversation, something that's indistinguishable from a human. So remember, this is all possible because there's one ecosystem. So the AI isn't solely trying to book a viewing. Because it knows more context than that. So it knows if there are other opportunities with this person. Yeah, you could get an off-the-shelf AI, and I'm sure at some point there will be one that comes along that says, this will try and book viewings for you. But where's the rest of the context? This brain knows there's a mortgage opportunity with this person. Or they're on the market with another agent. They've been on the market six weeks. I should talk to them about that while I'm talking to them about this viewing. So it knows all the people that have got properties to sell. It knows if we've valued their property in the past, it knows if they've done an instant valuation, it knows what they've been reading on our website. When it comes to booking the viewing, there are various parties that need to get involved in that chain, right? Is the agent available? Is the owner available? The AI will do all of that too. It will just do the normal conversation that a human would have done, that round-robbing conversation. It has got the rules in the brain, it's got the context from the data, and it has an AI operator. It has access to things like the diary or the communications center. So, of course, because of the ecosystem, it's got access to your portal inquiries as well. So in 2026, we'll reinvent the way that they're dealt with. Qualifying leads has already been something that's been fully automated for years with us now. But Azare can respond like the best human in the team with a perfectly natural and human-sounding message, asking qualifying questions in a back and forth conversation to reach the desired outcome. It will then type all of that information for you into your software, filling out all of the required fields, but it won't stop there. It'll arrange the viewing with the buyers and the tenants, speaking to all the parties required, just like a human does at the moment in a round-robbing conversation. It will book it all into the diary, it'll remind everybody before the appointment, it will then collect the viewing feedback like a human would after. It will handle the objections, qualify offers, push all the data into the timelines, and alert the team when human intervention is needed. Right? It's also it's got the context to jump on other opportunities, like booking a valuation if it's possible, or a mortgage appointment. It's just fucking outrageous. What else? The emergence of our AI scouts at the end of last year has just been phenomenal. Anyone not using it, you've got to get involved. It's just it's just crazy. But as with most other things, agents are just too busy to be using them properly. The data is just flowing through like a busy train station, and agents are occasionally peeking in and grabbing a listing out of it. But what if they were getting everyone? Or at least all of the good ones? So in 2026, we'll we'll introduce AI Scouts Ultra Mode. Not only will the Scouts find the full addresses of all the properties that are on the market, match them up with contact details, the scouts will now start ordering those prospects based on the context, such as how long have they been on the market? Have they had a sal that's fallen through? Have they reduced the price? Are they registered with us? Uh have they done any viewings with us? Have we been out on a market appraisal with these people? Have they been active on our website? What blogs have they read? And once it's ordered it and put them all in the right order, right priority, it will look at more context and go, okay, hmm, how do I start a conversation with this person, not just about their listing, but about their needs by looking at uh how did how did Sarah come into the system? What's her engagement history with us? She'd been out on any viewings. What feedback did she give on those viewings? How can I help Sarah? And then once it figures that out, it can then move smoothly over from being helpful into talking about the buyers that we've got that are registered, that match against her property, the properties that we've sold nearby, all the time staying focused on that objective of winning a new market appraisal or a listing. And remember, they're just it's just drafts for your team to check. But it's the right people at the right time, nothing ever missed. Now, 20 of our agents tested our AI scouts for six weeks. They won 178 instructions at an average fee of four grand. That's just over 700,000 pounds in six weeks at a combined cost to those agents of six grand. They also generated a further 216 new valuations, which is another 864 grand in potential business. So assuming a 33% conversion rate of those valuations, that would make a million pounds worth of new listings in six weeks from a six grand investment, and they're not even fucking using it properly. It's actually scary to think what this will do. So by now the penny should be starting to drop. No estate agent with a CRM and some bolt-on AI is keeping up with this. Even though they think they are using AI, it's worlds apart. So what else will come this year? Our AI operating system will allow a total rethink on audiences and journeys. The biggest automation leap since nurture journeys were introduced to the industry by us nine years ago with our old Fragra platform. Anyone in here remember Fragra? Yay. Good old Fragra. Um you know that was a combination of my children's name, Fraser and Grace. That's how the name came about. Um, most people in this room already understand how audiences and journeys work. In a nutshell, uh, you decide the type of people that make up an audience, and then life cycle keeps it up to date. So maybe people that have a property to sell that's not yet on the market, uh, and then you design a sequence of emails to go to them over a period of time. Uh but with an AI operating system, it has access to the full context. So, what does that mean for audiences and journeys? It means they don't exist. At least not as you know them now. For those of you that have worked really hard getting your nurture journeys and audiences set up, Cindy, if she's in here somewhere, uh don't worry, I'm not taking anything away. Uh, nothing's gonna change in that regard. Um, I'm talking about the future of what it looks like. Right? So think about, just think about this. It never gets tired, it never forgets to do it, and it's looking at whether they look like a seller or a landlord or a buyer or a tenant. What stage are they at? What are the opportunities with this contact? How engaged are they? What articles have they read? And then it sends them content tailored to their situation, pulling from all the blogs that you've ever published, ensuring no contact ever gets irrelevant or repeated information. They never get too much, they never get too little. It'll even let you know when new blogs need writing about what subjects, and fucking write them for you. Nothing else to set up. It knows all the prospects from across the entire ecosystem. Registered buyers, instant valuations, old valuations, other agent stock. It has all of the content from your blogs, it knows all about your company from the brain, it knows how many bars or tenants you've got looking for properties and in which areas, it knows what you've sold, where you sold it. It knows what the contactors read. So it knows that it could send them similar stuff to that because they're obviously interested in this. It knows not to send them that article because they've already read it once before. It knows all the notes about them, all the communication. It's personal and it can do it for millions of people at once. Your monthly newsletters will work the same way, meaning every contact receives a unique version. It will exclude content they've already read, it will include content similar to what they have been reading, it will add articles that move them closer to a strategic objective, tailor the call to actions. Every contact will feel like the agency wrote the newsletter specifically for them because you did. It's not just personalization, it's individualization at scale. During Fraser's day, you also heard Uzair tell Fraser that it had sorted his valuation presentations and his follow-ups for him. Remember? So there's two parts to the new market appraisals. Uh, the first part is the creation of a full presentation that you can go through with a seller while you're sitting with them in their living room just from the address. Azair will build this for you to check, and it will include things like comparables, uh, an estimated price, the demand from buyers for their property, USPs, the lot. But also, Azaire will take the full transcription of your market appraisal appointment using a band like the one that's on my wrist. Before the valuer is even back at the office, it will create the notes for the timeline about the appointment, uh, evaluate the value's performance against how you said that vow should go when you're at when you were training the brain, and it will present them with training advice. And then what the system will do is build full web-based proposals completely tailored from the conversation. The client's concerns, their timeline, their objections, their property, their goals, anything else that comes up. It will then write the follow-up email with a link to the proposal, all ready for the valuer to check, edit, and approve. That's fucking mad, right? But remember, as explained before, Uzaire is then running the totally personalized nurture journey specific to that client as it knows even more context about them now. It starts to closely monitor their engagement. And if the client opens the proposal, revisits the website, starts reading blogs, Uzer not only nudges the valuer, it provides a drafted, personalized message for the valuer to send, to close the deal. And of course, it works hand in hand with the AI Scouts. So if they put it on the market with another agent, it knows to change the context immediately. Can you see how all of this only works in one ecosystem? There's no one tool. Anyone could come along with that one AI presentation tool, but what about the rest of the context? Who's deciding the nurturing here? Which one of these tools, every one of them, is gonna say it can do some sort of nurturing? Who's aligning it? Who will know if they've booked a viewing or what content they've read? You might be wondering what what is it that my valuers are gonna do all day? Believe me, they're gonna be busy. Their biggest uh new challenge will be keeping up with the AI, not what to do next. How your brain's doing so far? It's mental. Are you ready for a bit more? Yes, okay. Let's move from marketing into transactions. So, what else have we got in transactions that kills revenue per employee? About photo editing uh and descriptions. So, not only will uh users be able to tell Uzera simple instructions such as remove the bins or make the sky blue, and Uzaire will carry out the edit automatically on your photos. But going back to the brain concept, we will give Uzre a section whereby you can create a specific photo style. So users upload some of their best photographs, and AI analyses these photographs and automatically learns the company style. So then you can apply it to any new property photographs if asked. It's a Harrison Wood thing, right? Um, but whilst on the subject of photos, we've also given Uzaire the power of sight. So that allows it to create property descriptions from the photos, floor plans, or videos, even while right there at the property. Usaire will take all the information, write up the description to match the company's style that they taught the brain, property description style, read it back to the valuer, asking if they want any edits, you have a back and forth conversation. It's like we're living in the fucking future. Okay. I just need to pause for a moment here, just to let that sink in. But do you see this now? Right? We won't be the only people to ever come up with these features. But without the central ecosystem, it's just gonna end up as a disaster. I know your minds are already blown on the possibilities of it, and it's getting a little bit silly now, but I'm not I'm not quite done yet. So my next one, sales progression. Right? It's a long, tiresome process, it's so critical, but it's so hard to do consistently for every single case. There's always someone that's not been chased. Now Azaire will perform sales progression and never miss a thing. Once a sal is agreed, Azaire understands the full conveyancing journey for both parties. It knows what should happen next, it knows who's responsible for each step, and when, it knows when something's taking longer than it reasonably should. Each morning, the team comes in to drafted emails for all outstanding cases, whether that's a solicitor chase, a buyer nudge, seller reminder, a broker update. The AI manager simply reviews, tweaks, sends all the right messages, but all at the right time. It's easier to manage, even at scale. This feature alone could save 40 hours a week, but more importantly, reduce the time it takes for some of your sales to go through. It's like adding multiple full-time sales progressors who never sleep, never forget, and never slow down. This is also a good moment for me to talk about property management. At this event last year, I announced we would start building the property management side of our platform, and our new property management platform is ready to start rolling out over 2026 in three steps. Stages. Stage one will be the onboarding of a tenant, where you take them from offer accepted to actually moving them into the property. Stage two is the tenancy period itself where we're dealing with maintenance and that sort of stuff. And stage three is the offboarding of a tenant, which I guess might happen more regularly after the renters reform. The offboarding where the tenant moves out. Stage one is finished, ready to be released imminently for testing with a few of our agents. Stages two and three will follow over 2026. But from the things that I've shown you today, uh once those foundations are there, we can quickly progress to using the AI making operators start making a significant difference to the way that your property management business runs. From what I've explained, you can already imagine the type of AI operators that will be possible in property management. More doors per property manager, reduced stress, uh reduced stress, stress, reduced reduced stress and reduced risk. So who will qualify tenants? Who's there? Who will call tenants about maintenance jobs? Who's there? Who's gonna chase rent? Who's there? Who's gonna communicate with landlords? Who's gonna uh book property inspections? Who's there? There's so much more for me to talk about, but I I can't keep going all day. Uh so I want to talk to you about a couple more things and then we're done. Before I jump onto my next big feature, I want to let you know that we've also rebuilt the social media side of our platform. So in the second half of 2026, you'll find new functionality around that. Uh also want to uh also the general user interface when it comes to navigating around contacts and properties and what they look like. All of that's uh coming new new versions of that coming in 2026. But the next AI feature that I want to talk about is a big one. So for the last decade, instant valuations have been used as a lead magnet to draw people in to try and convert them over into a full market appraisal. Really quite useful in a in a system like Life Cycle because you want lots of contact details, even if those people are not necessarily ready to transact yet. Not so useful in a CRM, maybe. But what is a market appraisal or what is an instant valuation? Like, what's the point of it? The best answer that I could come up with really was to engage a member of the public at an early stage in order to maybe capture their contact details so you can spam them. Uh it's a hard one to answer. It's certainly one that needs rethinking in the age of AI. So we did. Uh, in 2026, we will see the death of the instant valuation and the birth of Is there Engage? A conversational AI that sits on your neuron website. But it's much more than just a chatbot. Because you could probably just go and get one of those off the shelf. Remember, it's got the same brain that we taught everything else that I spoke about today. Because of the context, it knows instant valuation prices. So they might but might want to know an instant valuation, right? But it knows exact buyer demand on properties. It knows what you've sold nearby, it knows what you have for sale. It also now remembers detailed market report analysis on your area. It knows your unique selling points. It knows all of your blog content and it can reference it. It knows comparables from the AI Scouts. It knows how to book market appraisals, it knows how to book viewings, it knows how to register someone for heads-up property alerts. It knows how to run a property search, it knows how to gather viewing feedback, it knows how to take offers, it's got a voice so they can speak to it if they want to. And yes, if you really wanted it to, it could take phone calls. It's a fucking company genius. Okay, my last one. And if I'm honest, this one is a bit of a tall order. Um, but from everything we've spoken about, you should now be able to see how this is possible. I know Haley's saying hurry up because she told me I only had an hour and a half, and I'm at an hour and thirty two. Um, so to explain it, I'll start with the problem. What is a state agency? How does it work? What's the difference between being successful in a state agency and being unsuccessful? One that wins versus one that struggles. The answers that you're coming up with in your head, they don't matter too much. The point that I want to make is that, as I said at the start, how would anyone know some of the important things that you need to do? How would that a grade English student just know that stuff? There's so much money being left on the table in every estate agency because of their inability to see the wood for the trees. Even you guys, that maybe some of you are some of the most advanced lifecycle users that we've got, I'm sure that we could go into your system and probably still find opportunities that are being missed. So, how do we solve that? How do you create something that a teenager like Fraser could follow in order to have a really successful estate agency? I believe the answer is actually staring us all right in the face. Uh, in fact, it's not just teenagers, but children that are all around us working incredibly complicated processes every day. And it's done through games. Children from a very young age playing incredibly complicated games that were explained to them in very specific ways. They complete tasks, quests, missions, they gain points, badges, and levels. Actually, that ties in quite nice, doesn't it? With Grace Anne, my default was just the white t-shirt and jeans, right? That's how she sees the world. It's almost like I planned that, right? But if those points, badges, and levels were real money, then what if your entire marketplace just became a game? A place where you could see the entire town, see certain properties glowing that require attention due to them being in danger of withdrawing, or another one glowing that's ready to be stolen from another agent. Remember, remember everything that you've heard already because of the brain, the context, and the operators, the AI will know all of these tasks that need doing. It's even written the messaging. It's literally just like a game. Complete your tasks by sending the messages that you've been prompted to do. In return, you win listings, you get viewings, you make sales, you complete sales progression. The result? Real money and lots of it. If you're winning the game, you're quite literally winning the game. So we will introduce insight mode, uh, your entire marketplace visualized. Hotspots, seller intelligence, engagement behavior. You don't have to guess it anymore. You're seeing it. You don't have to look at a list and figure it out. Imagine playing a game about becoming the most successful estate agent in an area, but the money you earn is real. All made possible because of everything else that I spoke about. This is a real 3D area of an agent's patch and see what they've got on the market. They can see what they could get on the market, they can see what's struggling in sales progression, they can see what's got potential view-ins, they can see where the vendors are getting a little bit frustrated. They can zoom out and they can just start to see where all of the quests and the tasks are. Complete that and you fucking win. So simple. And that brings us back full circle to here. The CRM war is over, it's not ending, it's not slowing down, it's over. I know it doesn't feel that way because if you look around the industry right now, it doesn't look like it's over. There's still companies redesigning dashboards, adding features, shouting about workflows, bolting on AI, integrating with other tools. But the truth is they're fighting for a place on a ship that is already sinking. And as I said before, everybody on that ship is going down with them. CRM solved the problem for a different era. It started in the 90s and it's been fought for two and a half decades. And they assumed that the human was the operating system. It doesn't matter how you look at it, there is no, there is no CRM, not just in our industry, in any industry that will be able to deal with this. The longer you drag that out, the more dangerous it's going to be. Today, the problem CRMs were designed to solve has been overtaken by a bigger issue. It's not where do I store information, it's how do I decide what matters next in a time whereby everything's happening at once. CRMs can't answer that. Not because they're badly built, just because they were never designed to. I know it feels like I just spoke about releasing a lot of things, but it's possible because we started building this a decade ago. This is just the culmination of it. Some of you in this room have been with me on this journey since all the way back then, and you've seen amazing shifts in your company, in your turnover, in your profit, numbers that if you're honest, you never believed would be possible when we first met. But you you took a leap of faith and look at you now. So just believe me when I tell you this is going to be like nothing any of us have ever fucking seen before. State agents outside of this room are walking towards a bloodbath with their CRMs. They're adding features while capacity is collapsing. They're competing on interfaces while the real problem is orchestration. They can't even see it coming. The new battleground is not CRM, it's the AI operating system of our industry. So when I say AI operating system, just to be clear, I don't mean CRM plus AI. I mean a different foundation entirely. So don't forget this future that you've seen today. There's maybe a hundred, 150 people in this room, but there are hundreds of thousands of estate agents working in a state agency all over the UK that don't, they know nothing about this problem that's coming. Or indeed any of that mental stuff that I've shown you today, AI will make more millionaires than the birth of the internet did. And I feel pretty sure some of them are in this room today. It's not playtime anymore, right? Messing about with ChatGPT is not using AI. Bolting a call recording software onto your CRM is not going to help you keep up with this. We're literally now standing on the brink of an entirely new industry. And you're the first 150 people to know about it. The rest is up to you. So this is the real promise of AI in a state agency. It's not writing emails faster, it's not answering the phone, it's turning data into judgment and sending your revenue per employee through the fucking roof. Thanks for listening to this Estate Agency X podcast. Can you make sure that you're actually subscribed to this podcast channel if you liked the content? Uh, it helps us massively to get better guests, and it just helps us generally. So you might think you're subscribed, but just have a double check, whatever your um podcast platform of preference is, that you're actually subscribed, and then that way we can continue to grow the channel and get better and better guests for you.