Since 2010, I’ve worked exclusively with estate agents.
During that time, I’ve seen the good, the bad and the downright ugly of the industry. But I’ve also been lucky enough to work with some of the very best agents in the UK: Agency of the Year winners, market share leaders, community champions, serious operators who consistently outperform their competitors year after year.
And despite their different locations, personalities and business models, the best agents tend to share the same qualities.
Here are the six that stand out most to me.
1) Curious Minds
One thing about the very best agents is that they rarely behave like know-it-alls.
A good example came at an event we hosted a while back. Four of the best agency owners I know were sitting around one table, and every single one of them was taking notes throughout the day. Across from them was another agent I knew was struggling badly at the time. He spent most of the event on his phone, barely listened to the speakers and blamed everyone else for his lack of progress.
The best agents stay curious. Even after years in the industry, they still want to learn. They ask questions, they listen carefully, and they’re always looking for ideas they can take away and improve on. Over time, that kind of mindset quietly separates them from people who think they’ve already got it figured out.
2) Rave Reviews
The best agencies nearly always have strong Google reviews. Some elite operators now have hundreds (sometimes thousands) of reviews and maintain averages between 4.6 and 4.9.
That doesn’t happen by accident.
In 2026, reviews matter more than ever because sellers and landlords now research agents far more thoroughly than they did a few years ago. Many will compare review scores before they’ve even visited a website or picked up the phone. For the best agents, those scores are simply a reflection of doing things consistently well over a long period of time.
Little side note: I asked the question in our Daily Ideas Group last week: Which review platform do you think the public trusts most? Google came top with 96 votes, and surprisingly (to me anyway), family and friend recommendations came second with 75.*
3) They Think (and) Act Fast
The best agents tend to adopt good ideas earlier than most.
Years ago, it was websites, then video, then content marketing. More recently, it’s been AI tools, automation and smarter communication methods like WhatsApp groups. While some agents spend months debating whether something is worth trying, the best are already testing it. And importantly, they’re also willing to stop doing things that no longer work. There’s no ego attached to moving on.
4) Attention to Detail + A Long-Term View
One of the best letting agencies we’ve worked with is obsessed with detail. And I mean obsessed.
They’ll spend a serious amount of time discussing the wording of a single email, how a property description reads, or the tone used in landlord communication. At first glance, it can seem excessive. But those small details, maintained consistently over the years, build real trust and professionalism in ways that are difficult for competitors to replicate.
I’ve also lost count of how many times elite agency owners have said things like “it’ll be worth it in the long run” or “it’s just the right thing to do.” They think in years rather than weeks, which changes almost every decision they make.
5) Community Counts
The best agents understand they’re not just businesses operating in a town. They’re part of the town.
In my experience, the strongest agencies are usually heavily involved in their communities: supporting local charities, sponsoring clubs, helping schools, backing events, raising money and giving their time. And it tends to be genuine rather than performative, which people notice.
There’s another side to this, too. The best agents also surround themselves with ambitious, positive people. Whether through networks, masterminds, WhatsApp groups or informal friendships, they stay connected to others who push them forward rather than drag them backwards.
6) Good People
When I think about the very best agents I’ve worked with over the years, none of them stands out as unpleasant people. In fact, quite the opposite.
They tend to treat people well, keep their word and are generous with their time. Some of the weakest agents I’ve encountered have been the exact opposite: self-centred, short-term thinkers, quick to make promises they can’t keep.
Talent matters in estate agency, of course, it does. But so does character, and the two don’t always come as a pair.
Final Thoughts
The best estate agents I’ve met are curious, adaptable and detail-focused. They understand the importance of reputation; they embrace change earlier than most; they care about their communities; and they think long term.
But above all else, they’re simply good people trying to do good business properly. I’ve been lucky to learn from many of them.
Thanks for reading.
Jerry
