It’s time to stop debating method of sale and listen to what consumers want

Co-Founder Jamie Cooke reflects on new consumer insights and the momentum behind the 7,000-branch milestone. 

When Ben and I founded iamproperty back in 2009, we were two young grads with a simple belief: buying and selling a home shouldn’t be this slow or this stressful. We’d both seen first-hand how often transactions stalled, fell through, or dragged on for months because key information was missing, or because one party simply wasn’t truly committed. We believed that technology and better processes could change that. We believed in consumer choice, transparency, and speed. And we believed that agents, empowered by the right blend of personal service and smart technology, could deliver real change by combining trusted human relationships with the tools that help them deliver even better outcomes. 

Last year, our Partner Agent Network recently surpassed 7,000 Estate Agency branches. It’s a milestone we’re incredibly proud of, not just because of the scale, but because of what it represents: thousands of agents who believe in the same mission we set out with 15 years ago. Thousands of people pushing for faster, more modern, more secure transactions. And thousands more individual negotiators, valuers and branch managers who are choosing to do things differently, every day. 

But this moment isn’t really about us. It’s about what today’s consumers are telling us, loudly, clearly, and consistently. 

Consumers aren’t asking for a method of sale. They’re asking for a better experience. 

In our most recent consumer data¹, gathered in late October and early November last year, only 3% of buyers said the method of sale was an important factor. Three per cent. For years, our industry has debated Private Treaty versus auction as if consumers are deeply invested in the route itself. They’re not. 

What they care about, overwhelmingly, is the experience. 

• 92% say the most important factor is knowing that both sides are genuinely committed to the sale. 

• 92% want a process that feels transparent, with communication that is consistent and clear. 

• 91% want something simple, easy to understand. 

And 68% say they feel positive about greater digitalisation, particularly if it speeds things up. 

When I look at those numbers, they confirm exactly what motivated us to start iamproperty. Consumers are asking for confidence, clarity, and speed. They’re asking for control. And they’re asking for change and agents are already championing that change. 

The reason we’ve hit the 7,000-branch milestone isn’t just down to growth. It’s down to alignment. Agents are choosing to work with us because they want to give clients more choice, whether that’s through auction, through a faster Private Treaty experience, through better onboarding or through digital tools that bring everything together. 

Fifteen years ago, the Modern Method of Auction (MMoA) was a brand-new concept. We had to prove that upfront information, fixed timelines and committed buyers and sellers could transform outcomes. Today, auction continues to grow because the evidence speaks for itself: speed, transparency, and certainty. But we knew the wider market needed those same benefits too. 

That’s why we are creating an ecosystem that supports the full transaction journey from digital onboarding with movebutler, lead generation, auction, marketing, CRM, and our Premium Conveyancing service. Together, these solutions give agents one place to manage their whole day, and one partner committed to modernising the process, regardless of the method of sale. 

The growth in multi-solution adoption this year tells me that agents aren’t standing still. They’re embracing technology not for the sake of it, but because it meets consumer’s needs. 

Reaching 7,000 branches isn’t a finish line. It’s a marker of how far the industry has moved, and how much further we can go together. 

My belief is this: Estate Agents are the champions of consumer choice. They’re the people who sit across the table, walk a seller through the options, and help them understand what’s best for their circumstances. Whether that’s auction for speed and security, or Private Treaty with upfront information to reduce delays, choice is the only way to meet the needs of today’s market. 

Consumers have already told us what they want. And now, more than ever, we need to listen. 

To every branch, every agent and every team member who has joined us on this mission so far: thank you. You are the reason this milestone matters. You are the reason our “Special Agent” campaign exists. And you are the reason we’ll keep pushing forward. 

For us, the purpose has never changed. It’s about modernising the property market, creating better experiences for buyers and sellers and empowering agents to succeed. 

Here’s to the next 7,000, and to a market where speed, clarity and choice become the norm.