Estate agency group Spicerhaart has introduced a sales process designed to shift away from traditional portal-led property listings, marking a potential change in how homes are marketed in the UK.
The approach, called ‘Showcase’, involves a pre-market period of seven to 14 days during which properties are marketed to pre-qualified buyers before being listed on property portals. The system aims to gather pricing feedback and align seller expectations before wider public exposure.
Founder Paul Smith said: “We’ve looked hard at how homes are sold and asked a simple question: are we really getting the best outcome for the customer? Showcase is about slowing the process down at the start so we can achieve a quicker sale and, in many cases, a higher price.”
Smith criticised what he described as over-reliance on portals within the industry, stating: “Too much of our industry has become ‘lazy estate agency’ – put it on a portal and hope for the best. This is about taking back control, qualifying buyers properly and presenting homes in their very best light.”
Market implications
The model prioritises database-driven marketing, direct mail and accompanied viewings before properties appear on major portals. Viewings are coordinated as planned events designed to create urgency among buyers.
Antony Lark, joint group CEO of Spicerhaart, said the initiative addresses agent differentiation in competitive markets: “In markets where sellers can choose from dozens of agents, standing out has never been more important. Showcase gives our teams a clear, compelling story to win instructions and, more importantly, a better way to deliver results.”
The approach comes as estate agents face ongoing market challenges and pressure to justify fees. Lark suggested the model raises questions about portal-dependent business structures at a time when agents need to demonstrate value.
Early pilots have shown higher engagement levels and seller interest, according to the company. Spicerhaart expects the approach to increase sole agency instructions, though specific performance data was not disclosed.
Industry context
The announcement follows broader discussions within the UK property sector about sales processes and fee structures. While market forecasters have adjusted predictions amid economic uncertainty, agents continue to explore methods to differentiate their services.
Lark added: “Every seller wants the same thing – the best price. If we can deliver that more consistently, then we’re not just improving our business, we’re raising the standard of estate agency.”
The success of the model will depend on whether it delivers measurably better outcomes for sellers compared to traditional portal-first approaches. Spicerhaart has not indicated whether the system will become mandatory across its network or remain optional for individual branches.
