The A to Z Guide to Ethical Estate Agency

Hello Folks,

I think it’s too late to say Happy New Year – I think there should be a law/rule/agreement where we stop wishing people HNY on January 3rd.

But anyway, I’ve started working intently on our big new project for this year and where I see the future of estate agency.

It’s called the Ethical Agent Network.

I’ve committed to 90 minutes a day working on it without interruption.

Phones are off, emails are shut down, and distraction-inducing websites are blocked.

And I’m using this focused time to expand on the A to Z Guide to Ethical Estate Agency we created last year.

Yesterday, I put more meat on the bones on the letters A to C.

Here’s a sneak peek for you lovely people.


A – Accountability

Accountability is the cornerstone of ethical practice in estate agency. It’s not just about being responsible for your actions and decisions; it’s about building a culture of transparency and integrity that resonates through every aspect of your business.

Understanding Accountability:

Accountability means owning your decisions, both good and bad. In the context of an estate agency, this can involve:

Honest Communication: Always communicate truthfully with clients, whether it’s about property valuations, market conditions, or transaction processes.

Transparent Processes: Be open about how your agency operates. This includes clear explanations of fees, commissions, and any other charges. Transparency builds trust, which is the foundation of a lasting client relationship.

Implementing Accountability:

To embed accountability in your agency, consider these steps:

1. Regular Training: Ensure your team understands the importance of accountability. Regular training sessions on ethical practices and transparent communication can be invaluable.

2. Clear Policies: Develop and enforce clear policies that promote accountability. This could include guidelines on handling client queries, managing disputes, and maintaining professional conduct at all times – especially when under pressure.

3. Feedback Mechanisms: Encourage feedback from clients and staff. This not only helps in improving services but also reinforces a culture of continuous learning and responsibility.

Being a Role Model:

Leadership plays a crucial role in fostering accountability. Lead by example: leaders who demonstrate accountable behaviour set a benchmark for the entire team.

Quick Tip:

Create a ‘Transparency Checklist’ for every client interaction. This could include key points like full disclosure of fees, clear timelines, and straightforward answers to client queries. Regularly reviewing this checklist can ensure you maintain high ethical standards in all dealings.

Final Thought:

Accountability is not just a policy; it’s a mindset that elevates your service, fosters client trust, and builds a reputable, ethical brand in the estate agency sector.

B – B Corps

In today’s fast-moving world, aligning your business with social and environmental responsibility isn’t just admirable; it’s essential and savvy.

Becoming a certified B Corporation (B Corp) can significantly showcase your agency’s commitment to these values.

What is a B Corporation?

B Corps are businesses that meet the highest standards of verified social and environmental performance, public transparency, and legal accountability. They aim to balance profit and purpose, ensuring they contribute positively to society and the planet.

Why Consider B Corp Certification?

1. Enhanced Reputation: Certification demonstrates to clients, staff, and the community that your agency is committed to more than just profits. It’s about making a positive impact.

2. Operational Improvement: The certification process helps identify areas for improvement in your practices, potentially leading to more efficient, sustainable, and ethical operations.

3. Community of Leaders: Join a global community of businesses dedicated to redefining success in business. This network can be a valuable resource for sharing best practices and fostering collaborations.

Becoming a B Corp involves:

Assessment: Completing the B Impact Assessment to measure your company’s current impact on workers, customers, community, and environment.

Verification: Undergoing a verification process by B Lab, the non-profit behind the B Corp certification.

Continuous Improvement: Once certified, B Corps must update their assessment every three years to retain their certification and demonstrate ongoing commitment.

Quick Tip:

Start with a self-assessment using the free B Impact Assessment tool. This will give you a clear idea of where your agency stands and what areas to focus on to align with B Corp standards.

Final Thought:

B Corp certification is not just about obtaining a badge; it’s about being part of a movement that uses business as a force for good. It’s a commitment that can transform your operations, influence the community, and leave a lasting positive impact. – Plus, hardly any estate agencies have made the move, so you can be a trailblazer.

C – Community

Community involvement is a pivotal aspect of an ethical and successful estate agency. Building strong relationships within your local community and supporting local causes enhances your agency’s reputation and contributes to the well-being of the area you serve. What’s not to love about that?

The Importance of Community Involvement:

Community engagement goes beyond business transactions; it’s about establishing a presence and a connection with the people and places where you operate. The best agents understand their success is intertwined with the health and vibrancy of their communities.

Ways to Engage with Your Community:

1. Local Partnerships: Collaborate with local businesses, schools, and organizations. This could include joint events, sponsorships, or promotional partnerships.

2. Community Events: Participate in or sponsor local events. Whether it’s a charity run, a school fair, or a local festival, these activities are great opportunities to show your support and meet residents.

3. Support Local Causes: Identify causes that resonate with your values and community. This could involve fundraising, volunteering, or providing resources. National causes are good to support, local ones are great.

Benefits of Community Engagement:

Trust and Recognition: Community involvement builds trust and recognition. People are likelier to do business with agencies they know and see as actively contributing to the community.

Networking Opportunities: Engaging with the community provides numerous networking opportunities, leading to potential business growth and collaborations.

Local Insights: Being active in the community gives you deeper insights into the area’s needs and preferences, valuable information that can inform your business strategies.

Quick Tip:

Create a ‘Community Calendar’ to keep track of local events, causes, and opportunities for involvement. Review and update this calendar regularly and encourage your team to participate actively.

Final Thought:

Remember, community engagement is a two-way street. It’s not just about enhancing your agency’s profile; it’s about genuinely contributing to and caring for the community where you work and live. This sincere approach benefits the community and builds a strong, positive brand for your agency.

And that’s all for now, folks. Next week, I’ll follow up with our D to E sections from the new-improved guide.

If you’d like a copy of the existing A to Z Guide to Ethical Estate Agency, visit – It’s towards the bottom of the page.

Thanks for reading,