“Stop Being Boring!” Why UK Estate Agents Must Embrace Creativity or Risk Disappearing
In a world where every high street looks the same and every agent promises “free valuations” and “professional photos,” it’s no wonder that estate and letting agents often blend into one beige blur. But in the latest Viking Chats podcast, industry disruptor Kristjan Byfield sat down with Tom Durrant of DCTR (formerly Dr. Photo) to deliver a clear message to the property industry: “Stop being boring!”
“Creativity is the only way you can differentiate yourself today.” – Tom Durrant
And he’s not wrong.
The Homogenisation Problem
Kristjan kicks things off with a hard truth: “You only need to glance at your average local newspaper or property mag – 20 different agents, 12 properties each, all promising free valuations like it’s a revolutionary idea.”
And that sameness? It’s costing you.
Tom explains it brilliantly: “If you're doing the same as everyone else, there's nothing to compete on but price. And that becomes a race to the bottom.”
That “race” has real consequences. Kristjan recalls a conversation with an agent who’d seen fees drop from 2% to 1.2% over just two years. The agent couldn’t articulate what made their service any different from competitors. No story. No edge. No chance.
So What’s the Fix? Start With Creativity.
Tom, whose agency DCTR evolved from photo enhancement into a full creative studio, puts it simply: “Creativity is the only answer in today’s world if you want to stand out.”
This isn’t about gimmicks. It’s about authentic, emotional storytelling. Why do you do what you do? What do you want your clients to feel?
“Trust and creativity aren't opposites,” Tom says. “But too many agents think being creative makes you less credible. It’s the opposite. Good creativity builds trust.”
Let’s Talk Storytelling
Here’s the kicker: in an industry that deals in life-changing decisions – buying, selling, renting – the emotional journey is everything.
“Buying a home is full of emotion,” says Tom. “It’s irrational. It's complicated. But if someone can buy into a story, it will help them trust you. And they’ll remember you.”
Take inspiration from standout brands like Hat and Home, who’ve built an entire identity around a single concept – hanging your hat in your home – and let it ripple through every part of their brand.
Or look at the long-running Marsh & Parsons ad campaign, which cleverly aligns quirky, stylised portraits with property descriptions like, “Large roof terrace with far-reaching views.” There's no mention of what they do. Yet you remember it.
Because it’s not about function. It’s about feeling.
Three Pillars of Creativity
Tom outlines a framework for judging creativity – and it’s gold dust for any agent wanting to level up their marketing:
Originality – Does your brand or campaign actually look or feel different?
Engagement – Does it stir an emotional response?
Execution – Does it look good and feel professional?
A pretty floor plan or a tidy website alone won’t cut it. You need all three working in harmony.
A Wake-Up Call: The Cost of Being Dull
Tom references a white paper titled “The Extraordinary Cost of Dull”, which found that dull adverts (those evoking no emotional response) cost brands millions in extra media spend just to get noticed.
Worse still? Some property adverts were less engaging than footage of cows in a field. Yes, really.
If your ad feels like wallpaper, people will scroll past it – or worse, forget you ever existed.
So Where Should Agents Begin?
Feeling overwhelmed? Don’t be.
Kristjan suggests starting simple: “Ask yourself – why do you do what you do? Not the technical stuff – the real, human stuff.”
Tom adds, “Ask your kid what you do. If they can explain it clearly, you're halfway there.”
Then, go beyond the industry. Stop benchmarking yourself against other agents and start looking at standout brands across fashion, automotive, or retail. Whether it’s John Lewis, Nike, or even your local coffee shop – great branding is everywhere if you know where to look.
And remember, creativity doesn’t have to be bonkers. It has to be you.
Final Word: Creativity Builds Culture, Not Just Clients
Stop copying your competitors – you’re only blending in.
- Find your story. What’s your “why”?
- Redesign your website or office with personality.
- Take inspiration from outside the property world.
- Hire creative experts if you need them. Don’t DIY mediocrity.
- And for heaven’s sake… stop being boring!
Want to see creativity in action? Check out brands like Hat and Home, Marsh & Parsons, Location Location or The Modern House. And if you're still clinging to "free valuations" as your headline act, maybe it's time to hang up the blue carpet tiles and rethink your story.
