A new interview series
The people who built the independents.
Conversations with the people running property businesses. What they built, what it cost them, and what they’d do differently.
Episodes
Episode 1
Daniel McGowran, Daniel James Residential
The video that reached 1.1 million views and what it actually did for the business, the listing that came from a sixth letter after five went unanswered, and why the way you speak to a seller matters more than anything else on the valuation.
Episode 2
Adrian Johnston, EweMove Wapping & Bow
A family agency in East London with no shop front, the highest fee percentage in its network four years running, and why a post about a bridge did 40,000 views when his listings do 500.
The next conversation goes up about a week after it is recorded.
What it is
Not a panel, not a webinar, and nothing to prepare. The questions it keeps coming back to:
- How do you win against a franchise with ten times your budget?
- What did you do that nobody else would?
- What does everyone outside the industry get wrong about agents?
- What would you tell someone opening their doors tomorrow?
How it works
- A recorded conversation.Not a performance. No slides, no prep, and no fee of any kind in either direction.
- It goes up here about a week later.You agree to publication on the recording itself, before we finish. If you would rather it did not go out, it does not go out.
- You see the full edit before anyone else does.Nothing is published until you have watched it and said you are happy with it.
Who is behind it
Private Treaty is made by Daedalus Atelier, a one-person automation and web build studio. The tools I build are aimed at property businesses, and I had to admit I do not understand the day to day of the job well enough to build anything worth having. Asking the people who do it seemed a better idea than guessing. That is the honest reason this series exists, and I would rather say so on the page than have you wonder.
Lawrence Sundar
Daedalus Atelier · London
Being a guest
If you run an independent agency or brokerage and fancy talking about it, say hello. It is a conversation about your trade, not a sales call, and there is no fee in either direction.