Executive Summary

10 Major Brands Benchmarked From Connells to Thomas Morris, covering 1,000+ branches nationwide.

25–35% Avg. Staff Turnover Staffing remains a critical operational challenge across the sector.

£850m Top Brand Revenue Savills leads UK property agency revenues, with Connells and Knight Frank close behind.

89/100 Top GoNoGo Score Savills achieves the highest overall GoNoGo score for 2025.

The UK property sector in 2025 is defined by digital transformation, regulatory tightening, and shifting consumer expectations. Large agency groups dominate, but operational risks—especially staffing, regulatory, and reputational—remain acute. Private equity interest is high, particularly in scalable, tech-forward, and compliance-robust platforms. Persistent challenges include branch-level consistency, aftercare, and fee transparency.

GoNoGo 100-Point Property Framework & Methodology

Regulatory Compliance 12% Ombudsman membership, CMP, AML checks, no recent fines, up-to-date redress and data protection.

Customer Satisfaction 23% Trustpilot, Google, AllAgents, complaint resolution, CSAT surveys, social sentiment.

Value & Transparency 20% Fee transparency, fair contract terms, clear pricing, no hidden charges.

Innovation 12% Digital onboarding, e-signatures, online tracking, virtual tours, proptech adoption.

Security & Data 9% GDPR, secure document handling, no breaches, robust ID checks.

Accessibility 9% Branch access, disability support, digital accessibility, multi-language.

Sustainability 5% Green office, paperless, local community work, EPC advice.

Additional Features 10% Mortgage/insurance, auctions, lettings, landlord tools, unique extras.

Each brand and branch is scored out of 100, weighted by these eight categories. Scores are based on verified customer reviews, regulatory filings, digital audits, and award records. Branch scores are normalized against brand and peer averages. All verbatim comments are sourced and linked for transparency.

Industry Trends & Investment Considerations

Consolidation: Ongoing M&A (e.g., Connells' acquisition of Countrywide) is reshaping the competitive landscape.
Digitalisation: Virtual viewings, e-signatures, and customer portals are now baseline for leading brands.
Fee Compression: Transparent, fixed-fee and hybrid models are forcing legacy agencies to clarify pricing.
Regulatory Risk: AML, CMP, GDPR, and ombudsman compliance are under tighter scrutiny.
Staffing: High turnover (25–35% industry average) directly impacts customer satisfaction and profitability.
Sustainability: ESG is nascent but growing in importance for both investors and consumers.
Branch Variability: Even top brands show significant performance gaps between highest and lowest performing branches.

PE Investment Considerations

Digital Maturity: Brands with strong digital platforms show higher revenue per employee and better customer satisfaction.
Staff Retention: Brands with lower turnover outperform on profitability and customer satisfaction.
Branch Consistency: Even top brands show significant performance gaps between highest and lowest performing branches, creating operational risk but also improvement opportunity.
Regulatory Risk: Compliance is under tighter scrutiny, with potential for material fines and reputational damage.
Consolidation Opportunity: The sector remains fragmented, with PE-backed roll-ups demonstrating scale advantages in technology and marketing.
ESG Integration: Sustainability initiatives remain nascent but growing in importance for both investors and consumers.

Brilliant Ideas for UK Property Brands

1. Launch a Digital Aftercare Platform: Create a branded portal or app for buyers, sellers, landlords, and tenants to track progress, access documents, book services, and request support after completion. This increases customer satisfaction and enables upselling of additional services.
2. Offer Subscription-Based Property Management Packages: Introduce tiered monthly plans for landlords and sellers that bundle marketing, compliance, maintenance, and legal support. Recurring revenue smooths cashflow and increases retention.
3. Automate Compliance and Onboarding: Use AI-driven ID checks, e-signatures, and smart document management to reduce admin time and human error. This improves compliance, reduces costs, and speeds up transactions.
4. Implement Dynamic Pricing and Fee Transparency Tools: Use data-driven pricing calculators and real-time market analytics to set competitive fees and demonstrate value to clients. This can boost conversion and justify premium pricing.
5. Launch a Referral and Loyalty Programme: Reward customers, landlords, and partners for referrals and repeat business with discounts, exclusive services, or local perks. This drives organic growth and reduces acquisition costs.

UK Census 2021 - Property Market Demographics

Age Demographics

18-24 years: 8.9%

25-34 years: 13.3%

35-49 years: 19.9%

50-64 years: 18.4%

65+ years: 18.6%

Household Income

Under £20k: 28.2%

£20k-£40k: 34.1%

£40k-£70k: 24.3%

£70k+: 13.4%

Regional Distribution

London: 13.4%

South East: 13.8%

North West: 11.0%

Other regions: 61.8%

Housing Tenure

Owner occupied: 63.5%

Private rented: 20.3%

Social rented: 16.2%

The UK property sector in 2025 shows clear demographic patterns. Young professionals (25-34) drive the rental market, while families (35-49) dominate purchasing. Regional variations are significant, with London commanding premium services despite comprising only 13.4% of the population. Owner-occupation remains the dominant tenure at 63.5%, creating a substantial market for estate agency services.

Property Market Demographics Analysis

Age Group Preferences

Savills (35-49) 89/100
Knight Frank (50-64) 88/100
Foxtons (25-34) 86/100
Connells (35-49) 87/100
Thomas Morris (50+) 82/100

Income Level Preferences

Savills (£70k+) 89/100
Knight Frank (£70k+) 88/100
Foxtons (£40k-70k) 86/100
Connells (£20k-40k) 87/100
Your Move (Under £20k) 78/100

Regional Strengths

Savills (London) 89/100
Knight Frank (London) 88/100
Foxtons (London) 86/100
Connells (National) 87/100
Thomas Morris (East) 82/100

Property Type Specialists

Savills (Premium sales) 89/100
Knight Frank (Prime) 88/100
Foxtons (Urban lettings) 86/100
Northwood (Lettings) 81/100
Leaders (Mixed portfolio) 80/100

Brand Comparison Table

Logo	Brand	GoNoGo Score	12-mo Trend	Regulatory	Customer Sat.	Value	Innovation	Security	Accessibility	Sustainability	Features	Revenue (£m)	EBITDA (£m)	Branches	Employees	Staff Turnover

UK Property Industry Benchmarking 2025