"It Felt Like Discovering Fire."

Last week, I attended the Iceberg AI Summit.

And I don't say this lightly…

It felt like discovering fire for the first time.

Not another proptech demo.
Not another "better CRM."
Not AI bolted onto old systems.

Something fundamentally different.

In this episode, I sit down with Mark Burgess, CEO of Iceberg Digital — entrepreneur, and one of the few people in this industry who genuinely sees around corners.

Mark has been in estate agency since the mid-90s.
He's built multi-million-pound businesses.
And now he's building what he calls an AI operating system for estate agents.

Not software.

An operating system.

We talk about:

• Why most agencies are just sales departments pretending to be businesses

• Why AI won't replace estate agents — but it will expose weak ones

• What Lifecycle, Neuron and Uzair actually are (and why they matter)

• Why the next three years will define who survives

• The widening gap between agents winning record months… and agents blaming the market

Here's the uncomfortable truth:

In every town right now, there are agents thriving.

And in the same towns, there are agents struggling.

Same interest rates.
Same Rightmove fees.
Same buyers.

Different operating systems.

This isn't about hype.

It's about leverage.

It's about moving from chasing and guessing…
to positioning and knowing.

If you're happy running a traditional, effort-based agency and hoping consistency carries you through — this episode might irritate you.

If you know there has to be a better way — you'll want to pay attention.

If this conversation felt big…

If it made you think differently about how your agency runs…

Then don't stop here.

Watch the full Iceberg AI Summit and see the entire breakdown of what's coming — and what serious agents are already doing differently:

👉 https://iceberg-digital.co.uk/iceberg-ai-summit-2026-estate-agency-ai

The next three years won't reward average operators.

They'll reward the ones who adapt.

Your move.

Most estate agents don't have a marketing problem.

They have a clarity problem.

They're posting regularly.

They're trying different platforms.

They're copying what seems to work for other agents.

And yet… they keep attracting the wrong sellers.

In this episode, I'm joined by Rowan Waller, and we strip estate agency marketing back to first principles — not tactics, not trends, not "post more" advice.

We get into:

• Why "my client is everyone" guarantees average results

• How to define your ideal seller properly (and why this changes everything)

• Why most agents accidentally sabotage their best stories

• How to build authority without bragging

• The 5–5–5 framework that brings structure to your content

• Why likes and views are vanity — and what actually moves the needle

• What to do if you're starting from scratch with no budget and no reputation

This episode isn't about algorithms or hacks.
It's about identity, positioning, and intent.

If you want sellers to recognise you as the right agent before you ever meet them —
this conversation will change how you think about marketing.

Less noise.

More meaning.

Better instructions.

Most sellers think they're choosing an estate agent.

What they're actually buying… is a contract.

In this episode, Paul Childs joins me for a brutally honest conversation about what really goes on behind valuations, long tie-ins, and "active buyer" promises.

We get into:

• Why sellers default to high-street brands — even when it costs them money

• How overpricing isn't optimism, it's risk avoidance by agents

• The uncomfortable truth about long contracts and who they really protect

• Why price drops aren't a strategy — they're a symptom

• How self-employed agents are exposing the cracks in the traditional model

• Why collaboration, not competition, is the future of estate agency

This isn't a recruitment pitch.

It's not anti–high street either.

It's a real conversation between two agents who actually carry the risk, do the work, and live with the consequences.

If you're a seller, this episode will change how you choose an agent.

If you're an agent, it will challenge how — and who — you're really working for.

No fluff.
No scripts.
No contracts dressed up as certainty.

Just the truth about how houses really get sold.