The Set and Forget Marketing System That’s Changing Modern Estate Agency

In this episode of the Elite Agent Masterclass, we’re diving deep into the future of estate agency with special guest Kieran Slinger, founder of PropAlt—a cutting-edge platform revolutionising how estate agents generate leads, automate direct mail campaigns, and leverage data. Whether you're employed or self-employed, this episode is packed with actionable insights to help you save time, reduce admin, and dominate your local market.

Kieran shares the inspiring story behind PropAlt's creation, from its beginnings during lockdown to its evolution into a powerful tool for estate agents. Discover how PropAlt combines advanced automation with personalised marketing strategies to create consistent touchpoints with clients—helping agents stand out in today’s competitive landscape.

We explore:

• The “Set and Forget” Marketing System: How PropAlt automates lead generation while remaining personal.
• Hyperlocal Strategies: How agents can use PropAlt’s data to dominate specific postcodes.
• Efficiency Gains: Free up your time to focus on what matters—building relationships and closing deals.
• Innovative Campaigns: Learn how targeted direct mail combined with digital journeys is transforming agent success.
• Adding Value for Clients: Help buyers find off-market properties and deliver a concierge-level service.

Whether you're new to estate agency or looking to elevate your established business, this episode offers a roadmap to creating consistent results with less effort. We discuss how PropAlt empowers agents to double down on high-quality marketing, turning time-consuming tasks into seamless processes that yield measurable returns.

If you’re tired of the traditional “spray and pray” marketing approach and want to focus on tools and tactics that genuinely work, this episode is for you. Learn how agents are using PropAlt to build sustainable pipelines, connect with more vendors, and provide exceptional value to clients.

Don’t miss this game-changing conversation! Connect with Kieran Slinger and explore how PropAlt can transform your estate agency business. Listen now and take the first step toward becoming an Elite Agent.

Engage With Us
Have questions or topics you'd like us to cover in future episodes? Send us your thoughts and stay engaged with the Elite Agent Masterclass for more expert insights on transforming your career.

Connect with James on Socials:

Instagram | Facebook | LinkedIn


Connect with Jack on Socials:

Instagram | Facebook | LinkedIn


Connect with TEAM on Socials:

Instagram | Facebook | LinkedIn

Transcript

Welcome to another episode of the Elite Agent Masterclass. Today, Jack and I have the great pleasure of being joined by Mr. Kieran Slinger from Propult, an absolutely fantastic piece of tech, amazing for data, amazing for direct mail campaigns, and a whole host of other things. So if you're listening in and you want to expand your reach through really well-orchestrated direct mail campaigns and using really intricate data sources, then this man is is a good man to know secure and welcome to the elite agent masterclass how are you I'm very well thanks and thank you very much for the introduction it was awesome a really good start now you gotta live up to it right which I'm sure you will So obviously we only came into contact with you very recently. It was by intro of a mutual connection who I've got great respect for, who's also featured on this pod. And he said, look, if you like your data and you like your tech and you like your direct mail campaigns, then you need to be looking at Propout. I did a demo with you and here we are now. So tell us, where did it all begin? How did Propout come about? So it's a great question. So it's been in the works for about five years. And just to give you the full history. So my background is, well, I worked for Rightmove. And then I went to, in no particular order, find a property, prime location, digital property group and ended up at Zoopla. So I've worked with property data for more or less my entire adult life. And then we got taken over by Silverlake. and everyone kind of left, if you're being honest. So Alex Chesterman was the boss of Zoople at the time. And when he leaves, you leave. So I kind of decided to take a different direction. And we started looking into property data, myself and a couple of other guys from the team. And the initial thing we were looking at is why so many property chains collapse in this marketplace. So it was, what can we do to help the data side of things into that. And then that was about six months before someone ate a bath in China and we all went into lockdown. So that was a fantastic timing of a new business. And we kind of had to Adjust the same as every other business. And at the time, there's a mutual friend who had worked with us at Zoopla who said you should speak to this guy I know called Dan, who is a property developer. general all around nice guy and property guru and we got chatting and he needed a way to be able to invest in property in the middle of a lockdown without being able to see anything about the property visit the place do anything of any note go around and all the rest of it so we over several bottles of red wine we got chatting and eventually PropPult was formed out of that. So it was quite a long journey, but it was incredible to, at that time in my life, start a business with someone I'd never met on the other side of the world. Yeah, it was interesting. Many a business formed over a glass of vino. That is true. Well, it's the usual down the pub story, but his pub was warmer than mine significantly. So yeah, it was... It was good. And then we got together to kind of really look at the problems that exist within the serving of data into the property world. So we kind of had the view of In an ideal world, if you came to Earth on a spaceship and said, how does your housing market work? You go, well, you put it for sale and then someone buys it and then you tell everyone about the property itself and you order a load of reports and that takes eight weeks and then you find this out and they'd go, Why do you do that? So we started to organize data sets in such a way that we could see anything about any property in the UK. And we've spent about three years putting together Ordnance survey, land reg data and all of the other stuff that you're probably used to, but weaving in proprietary data sets on AVM, valuation, likelihood to move and various other bits. So, yeah, it's been quite an interesting journey. exciting journey by the sands as well though and kieran we've obviously only only recently came into contact as james said earlier um and we've I thought we've only really just started to scratch the surface with with proper one of the big things that I would love for us to get out of this this podcast and episode to share with the the viewers and the listeners the benefits to self-employed or agents using the system, the platform, but also how that is going to have a positive effect for their clients as well. So I can see behind you, for those that aren't watching, five reasons to use Propult. Do you want to share those and give us some of the, I suppose, key points or key differentiators that Propult offer? Thank you for the question. Great question. So I'll give the answer in two ways. So the differential, there's a lot of people in the marketplace who do what we do. And there's various different derivations of property data when targeting people in different ways. For the agents themselves, the main difference between us and all the other competitors set out there is we do not charge any fees for platforms for postcodes, for admin fees, for different tools and this, that and the other. When we listened to our clients, on their problems and what they saw as the barriers to entry to use this kind of technology. And when you look at some of the systems out there, so some of our customers were being charged, you know, ninety pounds for the data and then an extra one hundred and sixty pounds for all the postcards. And it was like, well, you paid you paid two hundred and fifty quid before you've even spoken to a customer. So my mantra is for agents Data's pretty boring for you guys. You sell houses, right? That's what you do. You sell houses. You're very good at it. So making someone work through the data, click a list, select all of the bits on a map that you want to send properties to, and then spending your time on a Friday doing that is not really a good use of your time. What we try to do is, in effect, come up with a marketing strategy for you and then activate that on your behalf. So everything's automated from start to finish and you only pay us for the letters. That's it. It's a very, very simple and straightforward deal. So I did this with an agent not too long ago and we had a look at, quite a large agent, we had a look at their outgoings and they were paying for three different data platforms. They were paying them a different... They're paying for some reporting technology, some technology that did sort of, you know, off market property and some that did on market property. And I kind of said, well, we do all of that. So, you know, and how much are you paying for all of that? And the branch bill per branch was three hundred and forty quid just to look at very samey data. And I said for that, we'll contact seven hundred and fifty vendors because that's what you want, right? Your message in front of a vendor. so that that's one of the major differences the second major difference is that um and I think you guys know but you're you're so we're the only portal out there that does uh lettings we've got a letting solution so we're constantly monitoring the property portfolios of about three hundred and two thousand landlords who own two point one million properties and the reason we do it is that it presents a larger opportunity for agents it reduces the cost of acquisition if you If you look at what you're doing with sort of the average sale, so someone might move once every ten years and you've got ninety days if you've lost the instruction first time round to win that and persuade them to go with yourselves. We can point out people within your batches who might buy and sell five properties a month. So it creates more opportunity for you. I think that there's a change coming in the marketplace where Agents who connect in with those is Pareto's law, right? So there's eighty percent of the properties within your marketplace will be controlled by twenty percent of the people, those building flats and selling them, those applying for planning permission, doing HMOs. These are good people to know for estate agents because they need your help and advice and your access to market. And in return for that, they will give you a good, steady source of fees when you market the properties, help them with the advice, etc. So that's the two major differentials for our business. And the second part of the question is how do we help them? We're trying to free up your time. So everyone, I don't know whose quote it was, but it's a great quote that I live by is everyone charges by the hour. So imagine how much money you earn in a year, divide that by the amount of money, divide that by the amount of hours that you work, and that is your worth, basically. So if, for example, you... Give or take for the average employee, it's two thousand hours a year, give or take. Two thousand hours a year. So if you're on, just make the maths easier, it's a hundred thousand pounds, right? So you're earning two hundred pounds an hour, for example. If you, on a Friday afternoon, have to spend an hour clicking buttons for a report to determine which properties you want to pick or doing a twenty twenty or organizing your campaign on social media or all of the other tasks that agents do these days. If that takes you three hours, it's just cost you six hundred quid. Because you should be spending those hours talking to vendors, chasing up sales, making sure that the contacts that you have have some kind of touch point with you personally. Because agency, and I'm a big believer of this, is a people business. And that will never change. So if we can free up an agent's time... and give you back three or four hours. Going back to this, the case study I did with a large agent, when we looked at what they actually did and how they operated, I'm not gonna tell you the amount of branches, because it's probably give some idea of kind of who these guys were, but we did a time and motion study for them in terms of how much time they spent on platforms doing things. They employ eleven people a year to press buttons. So when you look at the branch managers and all of the other people who are involved in the system and you go, how much time do you spend doing this? And we're going, well, I do three hours on a Friday evening, on a Friday afternoon. And it was like, well, that's one twentieth of your entire week. And you times that over a branch network, anything that can be centralized and automated is exactly what we're after at Propulse. So we're trying to give you guys back the time needed, every agent is busy. I've never met an agent who said, I've got loads of spare time that I'm doing nothing with, right? The more time you have, the more you can use the better tools, the tools that we provide to be able to find out who's next to rent, have a look at properties that you sold to someone that are now on the market with other people. So that's the idea. I must admit, one of the big things, and you've touched on it as a time efficiency, is that, and by the way, I'm not saying that you should charge for the platform, but I'm very much a believer in if something is worth the value that it's giving you back, then the money then becomes second fiddle to the value or the efficiency. And I must say that the one thing that I've always wanted to try and explore is how can we automate but still remain personal? And that's the one thing that we've been able to find within Propult with what we've come to know as the set and forget campaigns. I think you might have shared that with me when we very first spoke. Now I say set and forget loosely because I'm very much, if it doesn't get measured, it can't be improved. So the agents that are using the system in the way that I see it at the minute developing and evolving for us is having various campaigns that go out that are very, very, customized to the audience that they're going to be sent to. So they're automated yet personal. So that's a tick. But then within that, what we're then trying to do is take them on a bit of a journey. So it isn't just a letter and that's the end of the journey. We're trying to then steer them either via a QR code into a digital journey. So we want to be able to measure those steps. And the one thing that I've already noticed is how much easier it is to reach target audience through two or three clicks of a button, and then just it's done on autopilot. So anyone that's listening in, and I think this is a big thing. This is why the Elite Agent Masterclass exists in the way it does. We don't want to bring basic education to basic estate agency. We want to kind of say, well, you're already doing it at this level. What can you implement that's going to take you to the elite level? It's like you say, a really, really good agent generally that operates at an elite level, they're busy. So anything that gives them time back, and equally, also people look at it and go, how can I make my money work for me? They aren't watching. They aren't looking at it and going, oh, how can I scrimp in November? Because it gets a bit quieter in the market. They're looking at it going, OK, now's the time I ramp it up because now I'm laying my foundations ready for January, February, March. Because what people start seeing now is my brand, my face, my message, my voice. They're starting to see everything that we represent. And then when they're ready to make a decision, there's only one way they're going. I think the way the market is right now as well, that agents should be doubling down because of the time we're in the market. Stamp duty goes up in April. So if homeowners aren't moving now, we're finding in our local area that the market's still very, very busy for a November period. Because people know that if they don't look at moving before Christmas, they're going to miss the stamp duty. Well, I say miss it. The stamp duty is going to go up on the first of April. So they need to start making their move now to... be able to complete before the stamp duty does rise, and they're going to have to pay thousands more in their view. So I think that's a big factor as well, isn't it? That's the one thing we love, though, about Propulse. We previously worked with other tech businesses prior to working with yourself here at Propulse. And we really love the automation side of it, the fact that you can just click, set everything up, and allow it to run in the background. But also, like James said, you can start to see patterns. You can start to tweak stuff. We can start to play around with different letter types and focus our energy there as opposed to spending time. I suppose admin time is very time consuming, getting letters and preparing them and sending them out. Whereas now you can kind of tweak stuff. So what advice would you give to agents that were looking to Building automation, do you think that is something that we're going to need to start looking at in the future? Because AI is very, very big at the moment and you guys are obviously very advanced when it comes to the automation. Is that something you think agents are going to need to start considering moving forward? I think if I'm going to give one piece of advice to any agent, listen to this, be consistent. So there's countless times where we've set, and for our own client base, and this rolls over a couple of years worth of experimentation. And we've, we've, We've kind of tried every single derivation of everything to get more response for you guys, because that's our business, right? We need as many vendors as possible to come into our client set. And we've done some fantastic campaigns where we've gone, right, let's try this with you. And there's people who've given us... testimonials and gone I did this and it was the most incredible piece of marketing I've ever done in my entire life I got thirty valuations I listed five properties I did this I earned this much from it and then you go that's fantastic let's let's see how we can scale that and they'll go well actually I can't because I'm busy now And you're like, well, but you've just got to a point where you've found something that works for you. It's scalable and you can do it by pressing this button here, just this button, one button. And they'll say, well, I'm not sure if the office can cope with that. And you're kind of like, well, if you were going fishing, right, and you had a day to fish and you go, well, I've caught a fish, I'm going to fry that now and I'll remove the rod from the lake. why it's crazy the the more that you can estate agency for me is about touch points and constant and being constantly on brand I heard a great story um And I'll give her a mention. Heather on Simon Gates' podcast, she was talking about her own house move from London. And it kind of resonated with me because she said to her husband, I believe, that when she was selling, she said, who should we get in to value the house? And he said, well, we always have to invite hunters. And he said, well, why do we invite hunters? Well, we bought our hunters, didn't we? And she went, no, no, we didn't. So even though she owns a fantastic business, piece of software within the agency market her husband who's not that bothered about you know the moving market forgot which agent sold them the house right so so brand recognition over time is something that you guys have to think about because when someone makes that decision it's a moment in time it'll be over a sunday dinner a you know down the pub when you realize you haven't got enough room for your three kids or you want that aspirational move right it's that moment where the cementing of all of the work that you've done to get in the ears, the eyes of your audience comes to bear. And if you've turned off for two months before that thinking I'm all right for work, then you're not going to be all right in three or four or five months time because it's a constant lifetime. It's an interesting one. It's an interesting one because we've certainly noticed it, whether it be within our brand, full disclosure, or whether we've noticed it in other brands, estate agency businesses, self-employed models, whatever. But it's quite common for people to kind of go on this roller coaster. And I don't know whether Simon Gates coined the phrase. This is his second mention within twenty minutes of us being on the pod. um I don't know if he coined the phrase but it's the prospect while you prosper um and that's the other thing you know I'm I'm pitching prop out to anyone out there right now I know that but it's hard not to when you believe that a product can have such an impact on your business um and the reason why I feel that the prospect while you prosper is valuable is in regard to how prop out feeds into that is prop out while you prosper there you go um like a job there you go marketing marketing one on one right uh so the reason why I believe that's then beneficial is for those people that do find this tendency to be on this roller coaster you know they go out they secure five new listings they serve those listings because they're serving them doing viewings negotiating offers progressing deals they end up turning down the prospecting and so prop out for me just then sets all that on autopilot you don't you can set and forget what I would say for anyone listening in you don't forget to measure because what gets measured gets improved if you don't continually measure what you're doing then you're just going to be doing something doing it but dropout does give you the capability to kind of go right I've got these clients who want to serve right now and if everything else gets turned down at least that's still happening absolutely I think if you if you look at it um and we've done a lot of measurements on what what level of activity you need within the marketplace to be relevant right that there are agency brands who pump hundreds of thousands of pounds into their marketing campaigns so if they've got the economies of scale of a nationwide brand right they are going to outspend you in your area in fact They'll do TV, they'll do radio, they'll be at the top of the Google search. You won't be able to compete with them in the same way that you can compete in your local marketplace. The advantage that you've got that they haven't is that you're hyperlocal. So if you are a self-employed agent or an agent that has a town, a brand, a thing. Most agents we ask will say, where do you do business? They'll rattle off four postcodes. So they'll go, I work in LS seven, eight, nine and ten. And that's it. That's the world, right? No matter how much they're going to get outspent on the TV and the radio campaigns, there's one thing that you can do, and that's to reach the locality of where you serve. doing different things, doing new ideas. So we had an agent, so it's on the site, you've got planning applications. So we had an agent set and forget planning applications up. So when it was granted, they automatically get a letter in their locale going, as a local agent, I'd love to help advise you on the value of your property before and after the planning application you've got. And he said, he's been doing that about six months and he's had, he said, Although he hasn't any sales from the planning applications, he's been around to value the houses, given them a valuation, and they've gone, do you know what, this is a great service. Actually, my mate Jeff's selling a house. I think I'll recommend him to you. So being able to lay that foundation for future, when that guy goes to the pub, he's done his new conservatory and all the rest of it and then all of a sudden you know something hits his world and he has to has to sell his house who do you think he's going to call first is it the guy just down the street or the guy who came around and helped him with that you know you should do this this is what the local market wants it's a it's a you know family market and they like big kitchens and all the rest that kind of stuff if you lay your foundation with your marketplace it'll serve you well longer term love that question for you then kieran Propult is doing what it's doing. Originally started out as a data platform, migrated and transferred and pivoted into direct mail. That's obviously going very, very well. And I know from the early conversations that you and I had that you are, it's not very much a, this is just the way we do it. You are receptive to feedback. You are open to the idea of integrating new ideas based on feedback you're given. What's next? What's down the line that you can share with an audience? Bear in mind, twenty twenty five is around the corner. Businesses like yours always have new concepts that they're about to roll out at the turn of the year. So what can people look forward to coming out in the next few months? What a question. I'm not sure I'm allowed to tell you. I'd be shot. I can give you a flavour of what we're planning over the next six months. So there is a launch next week of our on-market and off-market lead magnets. And what these are is a way of connecting an online and offline journey. So imagine if you send a letter to a home and it says, I see that you haven't sold your house for quite some time. Get an up-to-date valuation of what your home is worth. It's a QR code that takes them straight into the seller magnet that is connected to your site. So it's your traffic, your brand, your ownership. It's our data and we produce the data behind it for you. So you don't need to do anything, lift a finger, etc. From there, the seller can either have a look at a marketplace or the sales market or how long on average time to sell is. And then when they use that QR code off the letter, they will be directed into your digital journey to connect from there. from there you can then connect that up to social so everyone's everyone who interacts with your brand should be entered into a funnel and what we're trying to do behind the scenes is to connect that all up for you again with the set and forget mentality so that you don't have to actually do anything it just falls in place and as soon as uh james comes into the avenue website um he has a look at the value of his own home, he gives you his email address and his telephone number, etc. That's entered into your CRM, but also it starts a digital journey of connection so that you can piece out his next his next planned move, if that makes sense. The other thing we're gonna start doing is looking at, there's a product called Market Watch. And what it will do for you is it will allow you to enter your property details and we'll keep an eye on it for you. so anything you particularly fancy uh valuations you've lost uh things that you went to value that didn't come to market any any piece of of real estate in the uk you want to keep an eye on you'll get a ping when something happens and what that means is that we'll be able to start journeys for you without you knowing it so if uh if you have a valuation um and you can write a rule that says okay if I valued in the last six months and it comes to market with someone else start this funnel So you're also enrolling people into journeys while we free up that time for you to go and sell properties. It's exciting stuff. I think it sounds it's going to be a huge benefit to any agents out there that want to save time, especially and also continuing to make sure their businesses are turning over. They don't turn the tap off. They don't keep going on this roller coaster. What about for their prospective clients as well? How could Propol benefit their clients? We've started using the platform in a way. of being able to, I suppose, give more value to our clients by offering them some support with the onward search. So do you want to explain a little bit about that and anything else that really could help the agents clients? It's a great question. So one of the things we're looking into is tools that help you guys connect with your marketplace. So I mentioned before agencies are people business, right? And you guys are trying to help someone move from A to B. The world of data, and the reason we're having this conversation is the world of data is changing at such a pace that it used to be, going back to sort of, nineteen eighty or whatever, the estate agent would be, if you compare it to cabbies, right? Cabbies used to do the knowledge. They don't anymore, because they've all got Google Maps. They're all connected to Uber. They're all a touch of a button. But the reason you use who you use is because that's the person that you trust within that journey. So some people use black cabs because they love black cabs. Some people use Uber because of the convenience. No one is the same, right? So people start their journeys based on what they believe will be the best outcome. Estate agents is no different. So if you can offer one of the services that we offer is the ability to go in and find properties off market for your clients, right? So it's how we aid you to do that journey and that search. So offer something a bit more than just, you know, here's some stuff I've got on the market. Will one of these suit you? It's really crafting the experience People are changing their expectation level. And a great example of that was the fast food services, right? They did a study on what people order. So it used to be that I'd have to know the number for my local takeaway and be able to memorize the menu and all the rest of it. Now people are down to the stage where they will order the food that will arrive the fastest. Because instead of going what you're going to eat tonight, they'll make their choice based on who can get a pizza or a curry to your house the quickest. In terms of estate agency, it's a knowledge business and being able to help a vendor on that onward transaction or save some cash or tell them something about the property that they're about to buy. I believe that there is a market for most agents connecting with property developers who want to find opportunities within their marketplace, right? The advantage that you've got that they haven't is that you are an overarching view of everything that happening for you guys in the Midlands, right? being able to present a site to them or a house that might be able to be converted into a HMO or something that's just had a planning application fall through or one of those scenarios which is all available through PropAlt is adding that extra service to that person and when he goes who would you recommend? I'm not going to mention his name again, but someone mentioned twice on this podcast because they give very good advice, right? So that's when you go, do you know it's that guy? He's the expert at that. And if agents can do that rather than... rather than, you know, I can offer you a no obligation valuation, right? It's separating yourself from the rest of that herd. If that's all you do, everyone else does that too. Yeah, there's no added value to being the person that offers a free valuation, is there? Kieran, it's been really interesting getting inside the world of Propult through your mind. If somebody wants to do a demo, it was thirty minutes of my time well invested. And this is the other thing I'd share with anyone listening in that's kind of on the fence of Should I explore this? Should I not? I would say do it. And forgive me for this, Kieran, because I do believe that when they hear what you have to share, coupled with when you demonstrate the screen, what I'm about to say is you might initially think, well, I could jump on that thirty minute demo and I'm going to get probably five or six things that I could take away without needing to use Propult and I could implement in my business. It's going to help. the evolution of my business is going to advance my business um so if for nothing else they get minutes of your time for free one-on-one just seeing the system but what I do genuinely believe is for anyone out there that wants to elevate their business they want to add these set and forget campaigns they want to create that consistency and get off the hamster wheel of lead generation um and wants to do it through a medium that seemingly a lot of people are now turned off by in a lot of agents like ah don't do direct mail everyone's digital and I'm like well my attitude is I want to zig when everyone else is zagging so I'm not saying we don't do digital we're very heavy digital but why not have a little blend of the two why not have a marketing mix that covers all the excuse me all the bases um so how can they book a demo with you If you go to proppult.co.uk, my diary is online and I'd be delighted to chat to anyone who wants to have a look at their own local marketplace, what we can do and how we can help. The differential we try to make is that we're not here just to sell you direct mail. That's how we make money, but we're here to make sure it works for you. We have a success centre which tells you how much you're earning through... the letters that you sent. I hope you don't mind me sharing, James, when we did our first twenty twenty campaign and we used PropAlt AI and you did a campaign of forty odd letters, something like that, and you got two responses from it. And the reason being is that we're very good at what we do. Right. In terms of and just to share as an example. So when you're doing twenty twenty, if you're doing them at the moment, If you're not, sorry, if you're not doing at the moment, it's the one thing that can make a major change to your marketing mix. I would recommend to anyone to do twenty-twenties is the biggest social proof of, of you as an agent, being able to demonstrate the value of what you bring to the market. If you are doing them, if you do them through us, we save you money simply because we remove all council titles, all housing association titles. You've seen this, James. Anything that's owned by a landlord is going to literally arrive at a rented property and get thrown in the bin. We're able to very accurately bring a model in that says these are the people most likely to move next and get your responses from Forty Letters like James. I also want to share, I want to share the story connected to that particular twenty twenty as well. So obviously I did the demo with you and came off the demo, set everything up with you. And I then said to Ella, who works with me, Ella, we've just sold that house. Can you do the twenty twenty? This is how you do it. But I gave her a very brief, loose overview because as far as I'm concerned, I quite like text. I was like, I get it. It's pretty, pretty plug and play. Can you do that? So next, next day, she's like, I've done it. great you did it without my help that's really cool that tells me the system's easy to use but then I looked at the where she'd sent them because you know curiosity gets the better of me I'm like have you sent them to that specific location that we talked about she was like yeah yeah I did exactly as you told me to do so I've looked through the list I'm like there's addresses on there that aren't on that it's a particular estate a very popular estate called Dampster Park and I only wanted the letters to go to Dampster Park so I'm like that's not on that estate that's not on that estate that's not on that estate I was like hello You've sent it to places I didn't want it to go. She's like, I just did as you told me to do. So do you know what then happened? Go on. One of the MAs that we went to was on the estate. We got that on the market and we're in the process of negotiating an offer on that at the moment. So that's one. The second one was not on the estate I wanted it to go to. And we're about to get that on the market as well. So the moral of the story is trust the computer. Trust the AI. The AI told us that these people have got the highest propensity to move. Send them the damn letter. Don't exclude them. So that's my lesson learned. Ella, you do what you need to do. We're trying to get to a world where we don't know as much as you about estate agents. But what we do very, very well is predict. likelihood scenarios of things happening right we put together these tools for you to try and free up that time ella will have done that within four minutes then that's the reason yeah it's because because of that she she has to press one button and then the ira takes over and says send it to all of these and you've ended up with two market appraisals which is fantastic right which different on the market so the The point being is the data that we then used and combined with the copy, because I will argue, and this is probably a bit of a tangent, but I will argue that the campaigns are only as good as the copy that captures the attention as well. So I think that's also the next step that's really important. And I would argue that I'll back ourselves here. We're actually pretty good at creating some of that copy now. So we've kind of learned what people want to see and how they want to consume it. So blending our style of delivery with your data for us is a massive win. I think it's quite interesting going back to that point. You guys are really, really, really good at taking an idea or a thing and saying this is something you should do and then you'll come back with killer letters with just the right content and that people need to see at the right time. quite a lot of agents won't put the time and effort needed into crafting their own story right if you think about what you if you said what does an estate agent do for a living it's marketing you're marketing someone's house right and if you go I'm just going to send out a letter that looks like this Well, that's their first impression of you as a marketer. So it has to be right, right? We do a load of stuff to try and help. We've got suggested templates and wording and styles. I think we're up to about five hundred templates now, so they all look a bit different. But the major stories and the wording are all kind of similar to a point. But if I can give you guys some kudos, you've got some of the best letters I've ever seen. I think it's really helped with the return on investment for us as well. But prior to working with Propel and seeing the data and giving us a steer as to who's most likely to be looking at selling right now, I think we were probably about one instructional conversion per hundred letters. So to have two per forty is a massive improvement on what we were doing previously and a much better return for us on our investment as well. And long may it continue. Absolutely. Absolutely. Kieran, it's been brilliant. As I say, so people can do the demo via propile.co.uk. Is that right? Yep, indeed. So they can book that in your diary. Make sure, obviously, if you book a meeting with Kieran, you give us a mention, because if you do that, you get some benefit, as do we. And equally, I'd say for anyone listening in, if they wanted to pick mine or Jack's brains around how we have used the system, because ultimately these types of things are only as good as the way you use them, aren't they? So you're putting some fantastic stuff in play, but if it's not used in the right way, it's... almost redundant, right? So if anyone wants to pick our brains on how we've used it or any of the content that we've created within it and some of the journeys, the set and forgets that we've created that have been able to be personalized, then we're an open book. So by all means, reach out. Kieran, it's been an absolute pleasure having you on the Elite Agent Masterclass. Until next time, thank you very much. Thank you. Thanks for your time.