Turning Material Information Into Your Competitive Edge: Five Expert Tips
With the conversation around material information heating up, estate agents are rightly asking: what should we actually be doing right now? We asked a panel of industry experts to share their single most important tip—and the answers weren’t just about ticking compliance boxes. They were about using this moment to sharpen your operation, elevate your service, and stand out in a crowded market.
Who are the experts:
- Toby Martin – Estate Agency Consultant
- Matt Baldock – Owner of Charles David Casson
- Sophie Lang – Director of Lang Llewellyn
- Ann Durrell – Managing Director of Maddox Noel Estate Agents
- Rowan Waller – Chief Scribe at the The Property Pen and ex estate agency owner
1. Fix the foundation—your processes and your people.
Sophie urged agents to take a hard look at internal workflows. Most business owners aren’t on the tools day-to-day, which means you’re relying on your team to get it right. The best way to protect your business? Tighten your processes so that compliance becomes second nature. Build the audit trail, train your people, and use tech to fill the gaps.
2. Ask yourself: why does this process exist?
Rowan challenged agents to shift their mindset. Don’t just implement a checklist to stay out of trouble—build systems that make your business better. If material information feels like a burden, you’re missing the point. This is about serving your clients better. Start the internal conversation about how you want to work going forward.
3. Design the agency you’d run if time and money weren’t an issue.
Matt reframed the issue with a powerful mental exercise: if you only had to sell one house a year to pay your bills, how would you do it? What experience would you deliver? Then go and find the systems, software, and people that let you do that at scale. In today’s world, speed and quality don’t have to be trade-offs—cutting corners is just lazy.
4. Don’t just do it—talk about it.
Ann reminded us that material information isn’t just a legal requirement—it’s a marketing opportunity. Explain the value to sellers, showcase it in your content, and help your team take pride in offering a more informed, transparent service. A quick explainer video or simple factsheet can go a long way toward building trust and winning instructions.
5. See compliance as a commercial advantage.
Toby wrapped it up perfectly: if you treat this as a burden, that’s all it will ever be. But if you treat it as a way to win clients, protect deals, and build a better business, it becomes something far more powerful. Train your team, educate your clients, and start acting like this is just how professional agents do business.
The message from the panel was clear: this isn’t about fear—it’s about focus. Nail your processes, communicate your value, and embrace the shift. The agents who get ahead of this will win faster, more confident buyers and sellers—and they’ll leave their competition scrambling to catch up.
