The Coming AI Divide In Estate Agency

In this episode of The AI Operating System Diaries, Mark Burgess shares the full recording of a live webinar delivered to more than 200 estate agents exploring why the industry is entering one of the biggest structural shifts it has ever faced.

While most conversations around AI focus on chatbots, content creation and disconnected automation tools, Mark explains why the real transformation is happening at a much deeper operational level — and why many of the AI concepts currently being promoted to estate agents may actually increase complexity rather than reduce it.

Drawing on over 15 years of experience building seven and eight figure businesses, writing best-selling books on marketing, data and AI, and years spent studying how technology reshapes industries, Mark breaks down:

• why traditional CRM models are becoming structurally flawed,
• why disconnected AI systems create operational fragmentation,
• what Revenue Per Employee reveals about the future of estate agency,
• and why AI Operating Systems — not isolated AI tools — will define the next generation of high-performing agencies.

This episode is designed specifically for non-technical estate agents and business owners wanting practical clarity about where AI is really heading and what actually matters over the next few years.

Because the future will not belong to the agencies with the most AI tools.

It will belong to the agencies with the clearest operational architecture.

Transcript

SPEAKER_02 0:32

Okay, this episode is going to be a bit different. This episode, I want to play you the audio recording from a webinar that I did this morning for over 200 estate agents. Most estate agents still think AI is about chat GPT prompts and writing social posts, but it isn't. The real shift is far bigger than that. So in this webinar, I explored how an AI operating system will redefine a state agency over the next few years and why the divide between agencies is already beginning. The webinar covered why traditional CRMs are becoming structurally flawed, the real problem AI solves inside a state agency, how AI operating systems differ from disconnected tools, and the future of prospecting, nurturing, and marketing. It wasn't a generic AI webinar, it was a strategic look at what happens next. I hope you enjoy it. Okay, um, so today's session, um I want to talk about the dream of AI. I want to talk about all the things that you're being bombarded with, all the jobs that you don't want to have to do anymore. AI is gonna do for you, right? It's gonna answer the phones, it's gonna book people in for viewings and valuations. If you're feeling techy enough, you can even go to Claude or other tools and build your own AI operators. Unfortunately, that's all total bollocks, and today I will attempt to unravel it all for you so that you are no longer fooled by any of this hype. I actually wrote a book about this back in 2023-24, but rather than having to read the whole book, today's webinar is a shorter version, and although it's about a technical subject, I want to make it relatable for everyone, no matter how techie or non-techy you might be. So that's my promise to you. I'll try to squeeze in a bit about myself, uh, what qualifies me to give you advice about this, the problem with the state agency in 2026, the problem with the state agency coming down the tracks that you can't currently see in the age of AI, and what the real future of successful estate agency looks like in the age of AI, and how you need to think about AI personally to succeed with it. That's a lot to cram in, so let's jump straight into it. A bit about myself. My name is Mark Burgess, as you probably know by now. I'm the founder and the CEO of Iceberg Digital. I was raised in East London. Um, as you can see from this photograph, I was troubled from the start sneaking in that little V sign in the picture. I grew up in an area that wasn't the best. This was my local school. Uh, that's it's not the best advert for a school, right? Uh, this was the college that I went to. Uh, what you can't see in that picture is that between those black entrance doors, each one has metal detectors. Uh the plus side of that college is that surprisingly, it didn't require any qualifications whatsoever to get into it. I grew up in one of the worst parts of East London. Uh, according to recent stats on the area, it has the highest volume of knife crime offences anywhere in London, has a theft rate of just over 1,000% of the national average. It's ranked in the top five most dangerous boroughs in London and number one for the most deprived borough in London, with nearly half of all the children there growing up in poverty. I was raised there by a very hard-working single mum. At 13, I got into drugs. At 14, I stopped going to school. I ended up addicted to drugs for the next 15 years of my life. I had multiple dead-end jobs from working in a kebab shop as a delivery driver to working in ice cream shops. But in 2004 I quit drugs, and since then I realized that despite what I thought at school, I do actually love learning. Just not learning how to work out the circumference of a cone or any other pointless fucking shit like that. But I I love learning how business marketing and data works. And since I've figured that out, I've built several award-winning multi-million pound businesses. My current business is a technology business for estate agents based on over four different continents that I've scaled from my spare bedroom into a £20 million business with no outside investment at all. I've been named on Forbes.com as one of the entrepreneurs in the world making a difference. I've written three best-selling books now around marketing, data, and artificial intelligence. I've had my own business TV show on Sky. My podcast is now regularly an Apple Top 100 business podcast, and I now get invited to speak at business events around the world to thousands of people about AI and growing businesses. But most importantly, my company has given over 2,000 of the world's most underprivileged children an education they otherwise would not have had. But what why am I telling you all of this on an AI workshop? A couple of reasons, really. The first is from a non-business perspective, I've overcome multiple addictions in my life and my fair share of difficulties and tragedy, and I've rewritten my script many times over. My life was not meant to be this way. I was 47 when I last decided to rewrite my script, and you can choose to rewrite yours any fucking time you want, and never let anyone tell you otherwise, no matter your circumstances. And this will be important to remember as we get to the end of this workshop. Number two, I have been an estate agent. I've also seen how you build multi-million pound businesses, and I am a respected voice at the forefront of AI globally. So I hope to be able to combine all the knowledge I have to share something relatable for you in your work lives today, even if you're not technical. Because let's face it, the idea of listening to someone talk to you about AI for an hour sounds fucking awful, right? So let's jump into that side of things. Whilst today's talk is about the future, I want to start somewhere familiar, not with technology or artificial intelligence, but with how this job used to be and how we actually got where we are today. Because I lived through it and it might shine some things that many of you just consider to be normal, just the way we do things. If you're old like me, some of you might have been in a state agency when we had these. But I'll explain what they are to those people that weren't. So the boxes are applicant boxes, and obviously there's a filing cabinet there as well. But how did they work? Well, obviously there was no internet back then. The phone rang, people walked into the office, and you wrote things down on applicant cards. The front of the card is where you wrote their contact details and the criteria of what it is that they were looking for, any notes, and then the back of the card is where you would write any viewing feedback that they've left you before. And you had to keep your applicant box trimmed. That was one of your jobs as an estate agent, was not to let your applicant box get too out of control. Your manager would always be saying, like, you know, it's time to cleanse the applicant box because the only system of memory as to what was in the applicant box was in your head. So if you had too many applicants in there, you couldn't remember when they when a new listing came on the market as to who might like that. So sometimes people would walk in the office and register and you'd throw their card in the bin before they even close finished closing the door on the way out. Crazy, right? The filing cabinet had two main drawers, one of them all the properties that are on the market, one of them all the properties that are under sales progression. You've probably also got like a 1 to 31 system in there for calling back old valuations that no one ever does. And and then you've got the property details and the newspaper ads. So this is how property details looked. I mean, that looks like something from the 1800s, but genuinely, like that's how things were in the 90s. We didn't even have colour photocopiers. So there was no point in taking lots of photos. There was nowhere to put them. Just think about that for a minute. Imagine not talking about your professional photos, videos, floor plans, virtual tours, socials, on all of that stuff on evaluation and still winning the listing. How? Anyway, that's a subject for another webinar, but you get the picture. The work was simple. You could close the office door at 6 p.m. go home and the job stayed there. Sorry. Slowly, from around the year 2000, the tech got involved to give you an advantage over the competition and make things easier. The portals allowed you to do faster advertising to more people with more photos. Social media pushed this even further. Content marketing allowed people to try and get noticed and trusted by sellers and landlords. The CRMs allowed you to now keep an unlimited amount of buyers and tenants and send out matches via email for free. No more stamps and postage, no more phone calls and mail outs. But what we didn't see coming at the time was that it also created more work because humans have to manage all of the data for the computers, and that's a really important point. Let me say that again. Humans manage the data for computers, and because these tools were easy and the same for everyone, once everyone had them, the advantage of them just disappeared. CRMs meant more applicants, but humans have to keep the details updated. Portals meant more photos, floor plans, and videos, and humans have to deal with all the inquiries. Social media increased reach, but humans have to put together all the marketing content and the ads. And email and WhatsApp and mobiles have meant the working day never really ends. Add to this the explosion of small or self-employed estate agents that charge low fees in the last 25 years, and you've got the perfect storm of too much work and not enough profit. This can be summarized by a really simple metric called RPE, which stands for revenue per employee. It's a metric I learned that transformed my business life, and it's so simple. You take the total revenue of the company and you divide it by the number of full-time staff you have. So if your turnover is 350,000 and you have six staff, 350,000 divided by six is just over 53,000 per employee. And once you take their salaries into account and other fixed costs, you can instantly start to see that the RPE is too low. If you've got 500k turnover and five staff, RPE is a hundred grand. So you can see at a very quick glance, this is going to be a much better business and allow some reinvestment into more marketing. To put it into context, crazy companies like Google, Facebook, and Amazon have a 2 million per employee revenue. So revenue per employee is two million. Basically, when that happens, you run the fucking planet. So instead of looking at how to raise revenue per employee, we as an industry have been building one whereby speed has just become mandatory, responsiveness has become assumed, the volume has increased due to low fees, but profit got smaller. Why? Because all of the gold you are trying to find is hidden in a sea of disconnected systems. It's spread across thousands of data points, and you have to try and find it. The truth is the next good listing at a good fee, serious buyer, good landlord, good tenant is probably already sitting somewhere in your huge database. But finding the gold in the business is now like trying to find a needle in a haystack. The job has switched from a simple one to the equivalent of having to play Where's Wally a hundred times a day. For anyone who's not familiar with Where's Wally, you've got this map that you can see here. It's for children to keep them occupied, right? You've got this map whereby you've got to find this guy in a red stripy top. Every page there's a different map. And that's what estate agencies become like. Somewhere in your database, there's somebody who's got some useful viewing feedback for you, and you have to leave 98 voicemails in order to have one decent conversation. It's like the trying to find where's Wally. The same if you're trying to find a listing, it's in there somewhere, fuck knows where. Make enough phone calls, leave enough voicemails, send enough emails, maybe you'll find it. This is where the real story starts. Because once you see that, you can see the real problem we're dealing with today. It cannot be solved with a CRM, no matter how many tools, AI or otherwise, try to bolt into it. Because each tool be another game of where's Wally. The thought of AI qualifying your leads might seem appealing. But what is that information connected to? How will the team even know what's going on? It'll be another thing to manage, another tool that everyone will get, another disconnected system, another haystack to make the gold even harder to find. The problem we as an industry face is the capacity of how much a person can do and how to determine which order to do them in. Currently, that's an impossible task. The work is both unfinishable and unfindable. Where is the next good listing in your database? No one knows. So, what's the solution and how is it different from traditional CRMs and the current wave of AI tools being offered out endlessly from all these people that are suddenly become experts on it? CRMs have sat at the center of your business for the last two to three decades, and they do not want to give that position up. So they announce themselves as the center of your data, the single point of truth, and then they throw AI ideas at you that on the face of it sound useful, but they have no strategy whatsoever on this. So here's the reality: a CRM holds contact details, addresses, and manually added notes. End. It's not a data system. It was born out of the applicant boxes and the filing cabinet. It's just a digital version of them. What is a data system? Google, Apple, Facebook, Amazon, Netflix, etc. Yes, they have your contact details, but they know when you're on their website. They know what you do there. They know if you look at their ads or their products. Their system learns from your behavior and it puts more of the right things in front of you when you browse, by email, by WhatsApp. They don't make random calls to sell you things. Their data system centralizes all the info and spits out the right actions. And this is what we do at Iceberg with Estate Agents and why their revenue per employee goes up so much. It's because we give them an operating system, not a CRM. We have an endless stream of case studies that show that, but the impact with AI will 10x this. The best example of what I mean by an operating system for you is actually already in your pocket. Think about it. Your phone doesn't work because you've got all these apps installed. It works because there's an operating system that sits underneath it all. Something that decides what gets priority, something that decides what can interrupt you, what runs in the background, what will stop your music, what talks to what. You don't see it, you just feel it. An operating system can look across all your centralized tools and says, this one matters today. This one can wait. This is becoming a risk. This one will make you money. And this is the shift we're talking about. Not a new CRM with lots of other disconnected tools, not some extra AI features you've bought or cooked up yourself. We're talking about a different operating system for our industry. Because the bottleneck is no longer leads and tasks, it's being able to see what matters. Remember when I emphasized that currently humans manage data for the computer? An AI operating system flips that model. Instead of humans managing data for the computer, the computer manages data for humans. So when I talk about an AI operating system, I'm talking about a system that allows one good agent to perform like five that just have a CRM without burning out. We're not talking about more tasks faster. We're talking about less tasks and going straight to the gold. And that brings us full circle back to this where's wally map. This is your current callbacks. Just random, scheduled calls hoping to find the gold. Everybody has a next contact date. It's impossible to stay on top of. But this is how it works with an AI operating system. It cuts away all of the noise. It looks through thousands of data points fast, and then it points you in the right direction to do the human bit. Says, here you go, here's the person to talk to. Less voicemails, more pounds. The technology should remove friction and increase capacity. The human skills of interaction, when it matters, are still needed, probably more than ever. We don't need AI to make those calls for us. Why would we want that? We want the humans to do the human bit. At the moment, they're just bogged down doing stuff that stops them from doing the human bit. So use this way. AI won't put you out of a job, it would just change it from admin to revenue generating. Spreadsheets that automatically add things up didn't make accountants worse. But some accountants continued to do that job manually. They just felt like that was what they did, that was their job. And they disappeared because they got lost between doing a job versus helping people. Once upon a time, an accountant just did the numbers for you because that was a huge amount of maths work, and that really was helpful to people. And when it changed, they were lost. What does an accountant do now? They help you stay compliant, they minimize your tax and your risk. We don't even need them to be able to add up. So we don't want AI to have the conversations for us, we want it to remove the part. Of the job stopping us from having the conversations with the right people. For that, you need a new way of working, a new operating system, not a new AI tool. Here's a simple to understand example of this with the contact and property intelligence that sits inside our lifecycle platform. You might be used to a stream of notes and emails to read through to get insight on a contact. But this allows you to see the wood from the trees. So you can see the summary of what's going on with this person. If a person came into the system from right move eight months ago, it would say that. Everything's connected. So this person came into the system from right move eight months ago. They went quiet, they've been out on four viewings recently. This was the viewing feedback that they left, they've got a house to sell, it hasn't been valued yet. You could see all of that in a summary. You can see the next best actions, you can see the risks, you can see the opportunities, you can see the recommended thing to do. It allows you to see the wood from the trees. But think about the next stage of this. The next stage of this, if my software knows that about everybody, then it could analyse all of that information and just bring you this the most important bits to the surface. The bits we spoke about before. What needs looking at today? Where's the biggest opportunity? Where's the biggest risk? Which vendors worried? Which vendor might withdraw? What in sales progression is a problem? The job is no longer admin. So is this it? We get AI to do everything and we get made redundant. Actually, thinking that way is what will lead a company right off a cliff when it comes to AI. So let's look at how that plays out. We have seen all this before. If you were paying attention, remember all the tools that arrived to give you an advantage over the competition in the 2000s. Well, here they come again. I'm seeing AI that will have telephone calls for you, AI that will write content for you, AI that will do vendor care for you, and what has to be one of the best ones, AI where you can make your very own operators to do whatever you like. As I said before, if you were paying attention, we've been here before. Simple to plug-in tools that somehow will make you stand out and make your life easier, even though they're the same for everyone. A mishmash of different suppliers, meaning the opposite to a centralized data system like Google, but instead a random concoction of interesting data that never comes together anywhere to create any meaningful insight. An AI that has telephone calls with people, but that isn't connected with the data that tells it if you've already spoken to that person, or if they're already even a client. The ability to create a mess of your own AI operators that no one can support and where you have forgotten what each one even does. And at the end of all this, the haystacks that you're going to have to look through in different places in order to find the gold you want will be ten times more time consuming than what you have to do now. You'll need more people, not less. You'll make less profit, not more. All because of the fear of missing out on AI. All because the tools sounded great at face value. Here's a real-world example that everyone will be able to relate with as to why getting AI to do tasks right now is destined for disaster. Think about your CRM. Think about all the valuations and viewings that have taken place in the last six months. How confident are you that every single email, WhatsApp, and phone conversation ever had with anyone has been logged in that system? The reality is that the chances of that are zero. There will be valuations that took place just last month that have had no notes added since the valuation, even though the valuer is having a back and forth conversation with the owners on WhatsApp. So what happens if I unleash AI on your database to start doing the legwork? It thinks that there's a valuation that's had no follow-up for the last month, and that would be wrong. It thinks that there's this lead that just came from Right Move that should be booked in for a valuation. But it turns out they're already on the market with you. So it would be wrong. It thinks that one of your vendors has had no communication in the last eight weeks, wrong. It thinks someone needs chasing for viewing feedback, even though you spoke to them 15 minutes ago, wrong. All this happening without you even knowing. All happening in different softwares, and that's just the beginning. Times that by a hundred, and that's where estate agents will be in 12 to 24 months' time. Not only will they say AI doesn't work and turn it all off, they'll be making less money, and another set of agents will be stealing their lunch and becoming almost uncatchable. How and what does the right way look like? The foundation of this AI era is not AI to complete tasks you already do. That will come in the future. I'm still unsure if it's required or even wanted, but it's possible. The foundation, the very foundation, is to have centralized data so that AI can find you the gold. And in regards to that, there's something about the AI era, the AI era that allows us to do something never before possible. So whilst a data system should connect with your website, should show you behavior of people, should be connected with your marketing, your sales, your compliance, your prospecting, all of that should be connected. The AI era allows us to put on top of the centralized data we already provide the communication, the key layer. All phone conversations, regardless of if you have five staff or 500 staff, regardless of if they use the office phone or their mobile, all conversations, all linked back to a central AI operating system, all linked back to the right contacts and the right properties. All conversations stored in the software and analyzed. So you've got the transcription, but you've got the summary of the call, you've got the risks, the opportunities, and everything else, all stored from every conversation that takes place. Again, you can do that with a standalone provider. There's people out there that give just that product to analyze your phone calls and transcribe them. It's quite nice for the purpose of analysing your calls. But this is something different. This can analyze your calls, but going back to the contact and property intelligence, the information is sitting alongside all the other data of what their situation is. Do they have a property to sell? Is it on the market? How long has it been on the market? When were they last on the website? What were they reading on the website? What emails have they read? What other conversations have taken place? And so on and so on. Next to that are the WhatsApp conversations. Same thing. Five staff or five hundred staff, all conversations, all linked to the centralized source, all on the right contacts, all on the right properties. Next to that is emails. The same thing happens with that. But then the next problem that people will face is that all of these different AI tools all require training one by one. The one that does your phone calls needs to know your brand tone, your fees, your opening hours, your branches, and so on. And so does the AI tool you bought from another company that summarizes your calls. So does the one that you have that writes content and so on a hundred times for all of these different operators and different tools. But then one day, in the future, when you have lots of these set up and have even been making your own AIs, something changes at your company. Perhaps you've got a new method you introduce for sellers, or you open a new branch in a new location. Someone has to update all the different AI tools. And if that's not bad enough, as soon as you finish, something else will need updating or changing. The mess is just gonna be huge. So, what's the solution for this? One centralized AI brain at the very center of your entire ecosystem. Iceberg Digital are the first company globally to do this. Before OpenAI, before Google, before Claude, before anyone. And here's how it works: the centralized brain currently has around about a hundred different sections that make up its full capacity of knowledge about your business. You can talk to it about things like your tone of voice and the brand, but you also talk to it about how you analyze phone calls and how you overcome fees, all everything that you can think of about your company. You just sit and chat to it. It might look complicated, but it's brilliantly simple. You chat to it, it coaches you through what it needs to know for each section. Here's a quick video example of me talking to the iceberg AI brain so you can see exactly what I mean.

SPEAKER_00 32:38

Your company is all about providing an AI operating system for estate agents with a mission to enhance productivity, support, streamline operations, and drive revenue per employee. They focus on a national market presence and aim to be thought leaders in AI for the property sector. A key part of their strategy involves structured client engagement, detailed CRM notes, and a coaching culture for call evaluations. They emphasize efficient task management with a universal 24-hour response target for all leads. Their marketing and content approach is national, focusing on thought leadership and driving awareness of their OI solutions. They track performance by revenue per employee and administrative time saved, and use OI for re-engaging dormant contacts and analyzing timelines for next best actions. They have a strong brand identity with specific colors, fonts, and logo usage guidelines. There's a potential gap noted, a viewing orchestration field that doesn't align with the current strategy focused on AI, rather than direct property sales, which may need updating or removal. So that's the big picture. Does that match your expectations? Or do you see any areas we should adjust or update together? We can start a coaching session for a specific brain input, and I'll guide you with focused questions to fill it in. Just let me know the area you'd like to tackle first, and we can dive in.

SPEAKER_02 34:20

So you see, like you you don't even have to be technical. You just have a conversation with the brain. The beauty of this is that it does not matter how many AI operators we build for you. They are all taught from the same brain. You open a new branch, no problem. You just get into a conversation with the brain about it, it will find the places in its intelligence that need updating, and suddenly all of your AI bots will know. You want to change your SEO keywords. It's instant across your whole AI army. So you've got the brain that sits at the top, you've got the context of all of your data, right? If you're using a standard CRM, don't fall into the trap of saying, like, oh no, we've got the data system. No, you haven't got a data system. You've got names and email addresses. The data system that looks across everything, the brain sits on top of it, and under it, then we can build operators because they have all the information. So now finally the magic begins. AI can now not only do the admin tasks for you because it has the full context of everything the contact has ever done in relation to your company, every inquiry from the portals, every conversation, every bit of viewing feedback, every property they've ever had a viewing on, or even looked at online, all linked to one central place, but it can now act as the operating system, looking across hundreds of thousands of data points and information, bringing that gold to the surface. You want a listing? What about if it just tells you the owner of 27 Bury Road, whose house you valued 11 months ago and has been ghosting you ever since, has just been reading how to get your home ready for sale last week. They're currently active on your website running a property search, so now could be a good time to give them a call, send them a WhatsApp. And here's the message for you to edit and send. Or how about John Smith, whose house you valued 15 months ago, went on the market with ABC Estates eight weeks ago. And we know that because the AI monitors the market for you. They reduced the price last week, they're currently reading an automated email we sent them about what to do if you're not happy with your agent. It couldn't be any more on a fucking plate for you. Even if you want to know the most dangerous thing that needs taken care of in sales progression, or which seller needs saving before they withdraw, which member of staff are saying the right things or the wrong things on calls. The AI operating system can tell you all of it. And you don't even need to be techie, you just talk to it. So now you can see that AI is not just about plugging something in to do tasks. If you do that, you will end up in a mess. And you understand there must be a centralized brain and a centralized data and centralized communication to give the right context. Then once you have that, what does this new world look like for estate agents? One where the problem of what's action and what has gone away, like one where revenue per employee is as high as it would be in a technology company. How could such a change be possible from where we are today? For this, I want you to forget me as Mark, the CEO of Iceberg, and imagine me as my son Fraser, who has just turned 18, just about to enter the workforce. I want you to imagine he has opened an estate agency near you. I'm going to walk you through what a day in his estate agency looks like when using an AI operating system. And I want you to mentally compare it with yours and think about how this might play out. So Fraser's driving into work. He taps his hands free on his phone and he says, Morning, Nazir. Before I get to the office, can you talk me through what happened yesterday?

SPEAKER_00 38:33

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_02 38:56

All right, what does today look like?

SPEAKER_00 38:59

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_02 39:55

Yes, I would like you to remind the fucking team to do this. That's working at Scal without burning anybody out. Okay, is there out of all of that? What actually needs me today?

SPEAKER_00 40:08

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_02 40:31

So that's who's there watching all the activity in the ecosystem and making sure I'm always in the right place at the right time to do the human bit. I don't even have to know where to look in the software to find this anymore, let alone find the time to do it. So at 9 30, off I go for my valuation. While I'm in the car, before I head into the valuation, I say to Azare, uh, before I go in on this valuation, can you tell me a bit about the owners of Seven the Broadwalk?

SPEAKER_00 40:59

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_02 41:19

Okay, perfect. So I do my vows because that's what humans are good at, and I head back to the office. I've just walked back in from my valuations, and historically, this is where things start to fall apart. I don't know what's been going on while I've been out. I've got valuations to write up. I turn around to Azera and I say, What's changed since I left earlier?

SPEAKER_00 41:40

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 flagged it for you to review and get involved.

SPEAKER_02 41:58

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

SPEAKER_00 42:08

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_02 42:24

That's just giving you your evening back, right? Writing up four personalized web-based proposals along with the follow-up emails. So half three rolls around. As promised, Osaire's blocked that time out of the diary for me to call the prospect again, because this is the human work. So I say, hi Ozaire, is there anything I should know before I call them?

SPEAKER_00 42:48

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.

SPEAKER_02 43:02

Perfect. End of the day rolls around. Just after six o'clock, Fraser shuts his laptop, picks up his phone, says to Azair, is there anything unresolved before I head home?

SPEAKER_00 43:16

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.

SPEAKER_02 43:49

Well, that's pretty cool. You are not keeping up with this manually. And it's not possible because there's just a random blog writing tool. Possible because it's part of one big centralized ecosystem that can see what's going on everywhere. Just like that, Fraser's day is over, and User's got him covered while he goes home. Calm, controlled, and importantly, an incredible revenue per employee. Can you see this isn't about AI replacing humans? It's about finally replacing the parts of the job that never should have been yours in the first place. They came along by accident in the last 25 years. And allowing you to give back the human service to the right people at the right time. That is 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, meaning huge profits and even more money for marketing. And no, they don't use a 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 already here. This is happening around you with agents using iceberg. I know for many of you, you you might find this hard to get your head around. It's like the future. But if you were around when the world looked like this, just think back to this time. You would never have been able to get your head around the way our world works today. This change that we're about to experience is bigger and faster, and it will happen in just a matter of a few years. Is it scary? Yeah, scarier than you can ever possibly imagine. You cannot even comprehend how split wide open your industry and jobs are about to become. And the bad news is that there is no blueprint for this. This is a moment in time that has never happened before and no one knows how it will work. Just like those that got it right or wrong at the start of the internet. Once you fall behind with this technology shift, you ain't catching up. It's not that new competitors won't come along, but all of the current ones that get it wrong will die. Just like the ones here that did. And in hindsight, it'll be so obvious. So, what about your jobs? And what about your team's jobs? If you are truly worried about your jobs, evolve. The guy who leaves some voicemails occasionally to try to win business or get viewings, yeah, he's getting fired soon. That sort of stuff is not needed. What is needed is people who figure stuff out in this new world, people who are excited to rewrite the entire industry and their own script to actually be the people that write the books on how this new world works. And if you dedicate yourself to thinking that way, you'll become more valuable than you can ever imagine. It's a once-in-a-lifetime opportunity to be the most valuable person in your company, or beyond that, because the field is even. We're all starting in the same place. It doesn't matter your education, it doesn't matter your background. No one has ever done this before. So do you see it now? It's not about a new CRM, it's not about getting AI to do tasks for you. The endless fucking emails you're getting about how AI can do this and do that. No, it can't. It doesn't have a centralized system. You don't have a centralized system of information. Although that's useful short term and it all sounds great, it will lead to a big mess without the infrastructure. It's about a new way of working. That is the promise of AI. CRMs assumed that the human was the operating system. It doesn't matter how you look at it, there is no CRM that will be able to deal with this. Not one. And the longer you drag that out, the more dangerous it will become. Today the problem CRMs were designed to solve has been overtaken by a bigger one. It's not where do I store information? It's how do I decide what matters next when everything is happening at once. And until you have the foundations right, you will never be able to answer that question. So I hope listening to me talk about AI was not as bad as you might have imagined and that somehow I made it relatable. Iceberg Digital was not built to be a CRM or a software provider to estate agents. I built this company to bring the technology that only billion-pound businesses have access to, to small, medium-sized estate agents, in order to stop them going extinct and to send their profits through the roof. We are privileged to have now done that with so many agents nationwide. Listening to all of this will probably have left you in one of two camps. One camp you might think, I don't even know what the fuck this bloke has been going on about for the last half hour, and that's fine. And on the other is where you might think, wow, I want to be on that journey with those agents, not watching from the sidelines. If that's you, then you can either scan the QR code that's on the screen using your phone, or you can book him for a call with us to discuss it further. If you just go to our website, icebergdigital.co.uk, use the book a call button there. The last thing I want to say is that I and we as a company have worked with startup estate agents right through to 10 to 40 branches, and the key factor is not their size or their finances. The key factor is always how open to change they are. If you are open to change, I can guarantee 100% that this will go well for you. If you are not, my advice would be to look to cash in ASAP as things are only going to get worse from here. I hope you enjoy the session. I'm not going to take questions here as it will descend into some form of 2020 madness. But jump onto socials, LinkedIn or Facebook Messenger and drop me a message right now, and I will make sure I reply to you as I've blocked some time out straight after this webinar to answer to answer questions and do just that. So thank you for staying to the end. I hope you have a better understanding of where AI is and is not now going. And hopefully, I'll get to work with some of you together as we navigate this. Thank you.