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Looking different, being different

05.07.2016

Estate agency needed to change. Change is all the more imperative given the way the London property market has evolved.

I came to see this clearly through my own experience. When I started out in the London market some 13 years ago I was lucky enough to work in an untypical firm. I could be selling a penthouse overlooking the river in Albert Embankment in the morning, a period development in Lancaster Gate in the afternoon and a studio in Clerkenwell in the evening. I often found I was selling properties across these areas for the same vendors and to the same types of buyers or even the same individual investors.

I never understood why most London estate agents want to work in tiny patches, cutting themselves (and their clients) off from much that the capital has to offer. The internet has made this micro-focus seem even more parochial.

So when we founded Madley in 2008 we wanted to work with these realities, not in spite of them.

We’ve grown successfully since then without much explicit marketing of ourselves. Because we understand the diversity of the areas that make up Central London, but also see them as a whole, we can talk sensibly to landlords and vendors about what’s happening across the city; we can advise on what areas and boroughs offer particular value for money, and where the smart money is moving; we can find good tenants and buyers faster than our competitors. It’s given us an edge, and the word got out.

We’ve put in place IT systems and ways of working which allow us to build on these insights, and continue to deepen our relationship with our clients.

While in reality we work very differently from other London estate agents, we knew the way we presented ourselves visually didn’t immediately communicate this difference.

We wanted to put this right, and so brought in Both Associates, a very talented and experienced branding company.

The results might look like a big visual change, but this is more about being true to ourselves as we’ve always been.

If you’ve been liking what we do for the last eight years rest easy: we’ll continue to be a group of honest decent people, giving good honest advice, working  hard for great results and charging a fair price for doing so.

But with our new branding we’re setting down a marker for the future, as the launch coincides with the purchase of a second office, and the introduction of our new property management system and service. As a progressive company, this is just the start of the new ways we intend to make letting, managing, selling and investing in London simpler and more cost-effective for our clients.

 

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Jaimie Beers

Managing Director