OnTheRecord: The importance of maintaining estate agency fundamentals

Some of the most successful estate agency brands have established a very clear purpose that transcends their commercial aspirations. Creating lasting brand loyalty amongst customers, who may only transact once or twice in their lifetimes, requires a clear purpose and identity. What the agency actually stands for will have as much, if not more, influence in the choices consumers make over shiny new processes, frameworks, tools, and concepts. But are agencies now pursuing innovation at the expense of cultural tenets and what are the dangers of abandoning identity in pursuit of the next cool idea? We speak to industry stalwart Peter Rollings, former managing director of Foxtons and Chief Executive of Marsh & Parsons, about how agencies can move with the times whilst retaining their ‘core fundamentals’.