2025 saw the biggest changes we’ve ever made to the business.
Most of you know I’m an honest guy, and I don’t bullshit, so here’s what changed and why.
In the months leading up to November, our focus shifted from the Estate Agent Content Club (EACC) to the Ethical Agent Network (EAN).
We deliberately scaled back EACC and reallocated time, energy, and resources to EAN.
Since then, EAN has grown from 21 to 35 members.
In the short term, that decision is costing us around £2,000 a month. I’m comfortable with that. By this time next year, I’m confident it will be contributing far more to the business than EACC ever could on its own, given the way the world is going.
Here are the reasons behind the decision.
1. AI has changed the content landscape
Good content still takes thought and effort, even with AI. But I saw two years ago that any business relying on written content as its main income stream was heading into choppy water. The market has changed and still is changing fast, and standing still wasn’t an option.
2. Community matters more than content
Our members’ only WhatsApp groups have made one thing clear. People value being around like-minded agents who share the same outlook. That sense of community is a huge part of why the Ethical Agent Network is growing the way it is.
3. I needed to be honest about where my energy is
This isn’t easy to say, but it’s true. I’ve lost my enthusiasm for EACC. We’ve had five extraordinarily strong years, and it’s been a great experience. I appreciate everyone involved, but my energy and passion are now firmly with EAN. That’s where the future is and where the biggest opportunities sit. EACC will continue to tick over. It’s well-priced, excellent value, and still delivers for members.
4. Trust is the biggest problem agents face
Whether we like it or not, many members of the public don’t trust estate agents. EAN exists to help the right agents prove they are different. The criteria, standards and support give members a genuine way to show why they can be trusted, rather than just saying it.
5. The long-term potential is bigger
EACC is a proven product, but we’ve hit the ceiling on how far it can go. The Ethical Agent Network has far more room to grow. It can scale in members, influence, and reputation without losing what it stands for. That headroom matters. It gives us the chance to build something with long-term value, not just for the business, but for our members and the public as well.
I’ll be back with another blog on January 2nd, so all that’s left to say is I hope you all have a wonderful Christmas and a very happy and healthy new year.
Jerry
