What is the profit margin on estate agencies like?

Business Decision

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Oct 31, 2019
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Hello, for the past year or so my ambition has been to start my own estate agency. I will find one to work in for a few years first so that I can learn the ins and outs of it, but the only reason I want to do that is to start one up - if it was just a matter of getting a job, I'd choose a different area.


In my mind, there must be quite large profit margins, however a lot of the people around me, some of whom work in property, believe that once you account for all the overheads, you're not left with much.


The average house around me is about £500,000. If you charged 1.8% which is a common amount of commission, you would make £9,000 on commission. Plenty of independent estate agencies around me make over 50 sales a year, and a lot of those are in the 1-1.5m+ range, where the commission becomes huge, potentially £20,000+ per house.



The price to rent an appropriate retail premises to set up in is no more than £2,000 per month (£24,000 per year). To kit it out in branding, and with computers etc, say £10,000. Rightmove charge £1,750 per month per office to advertise, so that's £21,000 a year. Assuming Zoopla charge a similar amount, that adds up to £42,000 a year.

That's £66,000 per year in costs (not including the one time £10,000 office kit out).

Advertising may take up another £1,000 or so a month, to round that off to £80,000 a year. Finally, bringing in two members of staff on low basic salaries made up for by commission (the industry standard) would add about £15,000 each on wages, to be £110,000 a year. Any pension contributions etc would be on top, so just make it £120,000 a year for simplicity.



Back to the average property around me being £500,000 - selling 13 average priced properties in a year would make us break even with costs, not accounting for what could be written off as business expenses for tax etc. This does not account for me taking a salary, but fortunately I'd be in a position where I don't have to for the first couple of years.


The agencies around me as I previously mentioned can regularly sell 50+ properties a year, averaging out to one per week. If I could build up to around half that in 2-3 years, that would mean on average 13 sales, or 13 commissions, should in theory be profit - around £117,000 if the houses were all average priced, significantly more if I sold some of the more expensive properties in the area (a huge huge percentage of homes around me are over 1m, some up to 4m).



Therefore, it seems to me if I can build it up and can afford to put down the costs for the first couple of years as things get rolling, the potential for big profit is huge. I'm wondering if anyone can spot where I've gone wrong with this, or if I have? Are the numbers as huge as I'm seeing them in my mind?


All input is vastly appreciated, thank you.
 
C

ComPropSolicitor

I think there's money in them - but, highly competitive and for the most point unregulated area where its basically dog eat dog. Would find a niche if you can and go with that - why not try and focus of bankruptcy or repossessions (then you are dealing with trustees in bankruptcy as opposed to the general public)
 
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Hello, for the past year or so my ambition has been to start my own estate agency.
We are living in an online world now and even the niche boys who have whole-heartedly embraced the Interweb like Knight-Frank are finding things hard.

The first two pages of a Google-search for properties in any one area give me 20 different 'gateway' websites, all listing the same damn properties + a few ads of course!

I would think about having a different ambition - or altering that one to suit the way things are right now and how they are going to be in a few year's time!
 
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C

ComPropSolicitor

btw just to put things into context and not to be negative but there's 18 year olds buying and selling sneakers on StockX turning over 500k a year. I say that because its the modern version of 'having a business' save for there's no risk to them whatsoever... no rent, no liability, etc. The point being that the future of business is very different.
 
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Business Decision

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Oct 31, 2019
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We are living in an online world now and even the niche boys who have whole-heartedly embraced the Interweb like Knight-Frank are finding things hard.

The first two pages of a Google-search for properties in any one area give me 20 different 'gateway' websites, all listing the same damn properties + a few ads of course!

I would think about having a different ambition - or altering that one to suit the way things are right now and how they are going to be in a few year's time!


Hi, I've done some research and I think that brick and mortar estate agencies will be the ones which make the majority of sales for at least the next decade. I don't think the older generation are as keen on online estate agencies, and online estate agencies don't do as well when selling very high value properties, they are aimed more towards average priced homes. For this reason I think there is still a good amount of opportunity in this area of the sector.


Thanks for your response :)
 
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Done well there is still good money to be made - usually by creating a good specilism.

Key questions would revolve around

- Why are vendors going to use you, rather than an established brand?
- Do you have the skills to value property? (Or the deviousness to over-value it like some known brands do?)
- Why are minimum-wage agents going to work for you rather than a known brand with a training scheme?
-what's to stop them leaving & setting up in competition?

Your costing aren't bad for thumbnails, thought there are some omissions and some conservative estimates - this should come out with a detailed cashflow projection
 
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mattk

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Dec 5, 2005
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A few costs you've overlooked:

Rates
Utilities
Cleaning/Maintenance

Employer's NI
Sales commission
Admin staff

Once you hit 20-ish properties sold per year you fall over the VAT threshold, so then need to increase your fees or swallow a 20% deduction in income.

As others have said, there is definitely money to be made, particularly if you can find a niche. Where I live, estate agents have located themselves within "village" centres and effectively cornered for market for a particular housing estate. This gives you a ready market, but you are also limited in your scope.

I would also be very weary of entering a market which is rife for disruption by the internet. Most people look for houses on Rightmove, so people are rightly asking themselves why they are paying 2% to get an advert on a website.
 
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Mr D

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Feb 12, 2017
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Costs include business rates. Marketing.
Vehicles?
Not sure 2 staff is enough, the estate agents advertising the house down the road that's just sold has 8 staff, 5 of which are in the office at any one time.
And showing houses daytime, evening and weekends.

There may well be money to be made. If you can afford to start it up.
Of course you spend a lot of money before you get any in.
 
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Hi, I've done some research and I think that brick and mortar estate agencies will be the ones which make the majority of sales for at least the next decade.
Research? Really?

Every successful estate agent I have seen in the past few years is primarily an online agency and their advertising budget comes to significantly more than £1k a month. The largest in our area (a typical solicitor-property outfit) has three people (via an agency) who work on their website full-time.

Most of these are indeed B&M, but only just! Most have High Street storefronts but the bulk of their inquiries come from the websites.

As for
I don't think the older generation are as keen on online estate agencies,
older people move less often and right now I am looking for properties for a couple of friends in our area and I am looking on-line ONLY. There is no other way - if I didn't look online, there'd be nowhere else to look! I shall be 70 next year - old enough for you?

online estate agencies don't do as well when selling very high value properties
Knight-Frank specialise in high-value properties and they are ONLINE ONLY! They have just one place for sale in our area - for £2.35m and very nice it is too. They sold two properties on our little one-mile-long lane over the past 30 years. One for £4m in 1995 and another for £7m in 2014. Expensive enough for you?
 
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RobinBHM

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Apr 14, 2012
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There are one man band EAs they operate from home and pay right move.

Everybody uses right move now - its like amazon, all the info in 1 place.

I bet every bricks n mortar EA gets the bulk of their leads from their right move ads.

Its a horrible sales driven, cut throat business....not my cuppa.

Estate agents dont act for the vendor, they act for themselves.
 
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Financial-Modeller

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Jul 3, 2012
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As mentioned by others, its a competitive market, so aim to become the 'go-to' agent for your specialism - equestrian properties, properties with farmland, forestry, etc to earn your profit, rather than competing with many others selling generic 3-bedroom semi-detached houses on estates.

Not yet mentioned above, many estate agents have a lettings business, and use the recurring income from tenancies to cover fixed costs as income from sales of high-end properties may be less certain / reliable.

Quick thoughts on your numbers:
  • Sellers of valuable properties are more likely to negotiate your commission downwards, so 1.8% looks optimistic today and is more likely to reduce than increase in the next few years
  • assume business rates will be about 50% of rent
  • your staff costs are too low. Loaded staff costs will be c.£20k each for minimum wage, and you will need to pay more if your staff will do viewings when its convenient for buyers and sellers (which might not be M-F 9-5) Good staff will need commission/bonus etc to keep selling high-end properties for you, rather than your competitors.
 
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Chris Ashdown

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  • Dec 7, 2003
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    You must ask yourself if in this fast changing world, will estate agencies actually still be around in a few years time, with the internet advertising your property at ever decreasing prices

    With the ever increasing house prices , what was your 1.8% in 1970 when i sold my first hours i had brought 3 years earlier brand new a 3 bed semi brought for £9975 and sold at £16995 the 1.8% was not a deal breaker, but to pay someone nowadays 1.8% for say a £300,000 house hurts a lot and is not a unsubstantial amount

    Advertising is not rocket science nowadays,

    What will still be required probably even more as risk assessments will be required by lenders is house surveying which whilst traditionally a part of estate agents, will most likely be independent RICS companies
     
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    tony84

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    Apr 14, 2008
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    1.8% seems high.
    Are you sure that is what they charge or is that their "standard fee"?

    2 of the estate agents I know locally to us charge 1.5% but I have known some to charge a flat £1,000-£1,500. I cant see many people paying £8,000 for someone to put their house on rightmove, they must have more money than sense.
     
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    Stas Lawicki

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    Nov 14, 2017
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    @Joshua Boast has come up with a good idea. Try a franchise. You'll get an instant brand, central support and resource and pay somewhere in the region of 10% of turnover.

    Online agency is falling faster than the Labour Party. Purple bricks are losing millions a month and their share price down 70% in 2 years. Yopa (next biggest) made a loss of around £40m last year - backed by the likes of savils. They also failed to raise the amount of money they wanted. Why are they failing? Numerous arguments and excuses but you could cite upfront fees and lack of salemanship once signed up, the pitiful rates charged means you need volume. A shed load of volume. With volume you need shed loads of people. There comes the huge cost.

    Dimonte man wanting to be the next John Hunt will want a car, a phone, laptop, training, all the usual pay and beneifts, NI etc, expenses paid - the costs are not to mention the desk space, landline, your crm (good ones feeding into portals are a lot), tinternet, tout material and print spam, online promotion. You'll need a good photographer, floor planner, epc person.

    It is also regulated. Various guises but TPO is the main one - NAEA and ARLA membership (requires training and testing). More fees.

    Rightmove is twice the price of zoopla. On the market is becoming more popular with agents as they rebel against Rightmove - you'll need to be on all of them.

    The key to this business isn't just Rightmove. It's not just online. It is fundamentally about people. You need deal makers, instruction winners and folk that understand the conveyancing process. You can't rely on surveyors, mortgage brokers or solicitors, but find good ones for clients to use and you will lessen your fall through rate. Bad ones will kill your pipeline.

    Your problem will be resisting the urge to go cheap - the lowest possible demoninator poor agents are happy to stoop to. If you can't justify a decent fee, you shouldn't be in the business. Then you have to find staff good enough to help you as above, but who will want to stick with you. It normally means pay either through good commission or though constant promotions - which most sales people will want and which will be used against you when they go to a competitor (which they will, and often).

    Your 1.8% might be reasonable in your area. But you'll have to fight like mad to justify this as your brand gets established. If you are lucky and get it right, you'll have more leverage and credibility. You'll need those good people to sing the same song as you.

    Other costs:
    Insurance
    Boards
    Local event sponsorship
    Website
    Office cost you don't know about like window cleaning/pest control/tables and chairs
    Display equipment - £10k nowhere near to fit out a nice office.
    Property details and print media/local Magazine advertising.
    Recruitment costs.
    Legal for terms etc
    Accountancy


    I've probably said enough but don't fall into the trap of 'you only need online'. You don't necessarily need a high street shop front, but a hub would be a must. You need good people.

    The problem with estate agency is that is is 1piece of the jigsaw. The conveyancing process is outdated, opaque (especially with leases and some language), it's not rocket science but solicitors will have you think it is and most eas won't have a clue about the process or how they can effect it. Then you have the surveyors and mortgage providers - just as variable in opinion as any person.

    Getting stock is key. Selling it quickly (exchange, not just under offer which means nothing). Repeat.

    50 sales a year in this market is pretty damn good. Don't expect anywhere near that in your first year.

    Finally. When you start, go big, launch at 0% commission for x number of clients for x period, buy your marketshare and bust you proverbials to win and sell more.

    Happy to share more if you pm me!

    Good luck!
     
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    A.Friend

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    Oct 20, 2019
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    Above, you have a multitude of great advice.

    IMO being a person looking for a couple of houses for several months, I dont trust Zoopla or RightMove, or many of the agencies on it...

    For many years, many people hate EAs and lawyers and many other professions, but sadly, at some point we all need one, and we just hope they know what they are doing & are not thieving scum bags etc

    I dont trust the EAs or those sites, as many false advertise & waste peoples time, its very stressful & tiring going through advert after advert,

    For example click 4 bed house, start reading, viewing the pics, and in the middle it states, its a house share, when that should have been in the topic... 4 bed house i click, house share no, some sites you can change the settings, but if its not listed right in the first place you still get fakes.

    You then already have no trust for that agency.

    If i find an Estate Agency that advertises multiple properties in different areas and the small print then states its just a room, or something else is bull, i will report the advert, and never use that agency, if i was vindictive like most people, id do a barney on them, but im not & i dont want to waste anymore time,

    Just want to find the right property, only a rental for now, as the business my boss is launching already has customers & were not even in the office yet, over 60% of the product is sold for the next year, so then we will be buying 2 little houses, but many EA ads they also hide other things, some properties have mold & damp, or faults, and sometimes the photos show it or when you view it, the house is rank or the area is not as advertised, or the photos are circa 200 years old and the house is like that movie the money pit.

    Basically i no longer trust any EA and i dont know anyone who does, and zoopla, rightmove, are full of fakes, gumtree does it as well, its quite annoying, there are other examples i could give, but im too tired.

    Even my current landlords are thieves, fraudsters, money laundering, slavery, blood money, and much more that these scum do, like beating up disabled people, robbing elderly people, abuse of children on site, scum past anything ive ever known, but now they are in liquidation & under investigation in multiple countries, and they will probably flee this country like their scum con merchant families did before, and their staff will need jobs, preferably at McDonalds. But right now even they false advertise, using bull crap writing & photos.

    From your post, you have done a lot of research, and the other people here, have given invaluable advice

    All i can say, is please be one of the best & honest EAs, become a company of trust & value, your brand will bring in more than you know, if you can gain trust & sell or rent to those thousands that have been lied to & defrauded by EAs before, then you will become very successful indeed.
     
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    Chris Ashdown

    Free Member
  • Dec 7, 2003
    13,389
    3,006
    Norfolk
    Above, you have a multitude of great advice.

    IMO being a person looking for a couple of houses for several months, I dont trust Zoopla or RightMove, or many of the agencies on it...

    For many years, many people hate EAs and lawyers and many other professions, but sadly, at some point we all need one, and we just hope they know what they are doing & are not thieving scum bags etc

    I dont trust the EAs or those sites, as many false advertise & waste peoples time, its very stressful & tiring going through advert after advert,

    For example click 4 bed house, start reading, viewing the pics, and in the middle it states, its a house share, when that should have been in the topic... 4 bed house i click, house share no, some sites you can change the settings, but if its not listed right in the first place you still get fakes.

    You then already have no trust for that agency.

    If i find an Estate Agency that advertises multiple properties in different areas and the small print then states its just a room, or something else is bull, i will report the advert, and never use that agency, if i was vindictive like most people, id do a barney on them, but im not & i dont want to waste anymore time,

    Just want to find the right property, only a rental for now, as the business my boss is launching already has customers & were not even in the office yet, over 60% of the product is sold for the next year, so then we will be buying 2 little houses, but many EA ads they also hide other things, some properties have mold & damp, or faults, and sometimes the photos show it or when you view it, the house is rank or the area is not as advertised, or the photos are circa 200 years old and the house is like that movie the money pit.

    Basically i no longer trust any EA and i dont know anyone who does, and zoopla, rightmove, are full of fakes, gumtree does it as well, its quite annoying, there are other examples i could give, but im too tired.

    Even my current landlords are thieves, fraudsters, money laundering, slavery, blood money, and much more that these scum do, like beating up disabled people, robbing elderly people, abuse of children on site, scum past anything ive ever known, but now they are in liquidation & under investigation in multiple countries, and they will probably flee this country like their scum con merchant families did before, and their staff will need jobs, preferably at McDonalds. But right now even they false advertise, using bull crap writing & photos.

    From your post, you have done a lot of research, and the other people here, have given invaluable advice

    All i can say, is please be one of the best & honest EAs, become a company of trust & value, your brand will bring in more than you know, if you can gain trust & sell or rent to those thousands that have been lied to & defrauded by EAs before, then you will become very successful indeed.

    Feel a bit better now do we, having got that off your chest
     
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    Nathanto

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  • Mar 18, 2009
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    If you charged 1.8% which is a common amount of commission

    I think an average of 1.8% is very optimistic, most sellers aim for 1% these days.

    Within the last few years I've sold two properties; one in the sticks and one inside the M25.

    The rural property was miles from where I lived so I needed the EA to do absolutely everything and therefore begrudgingly agreed to 1.5%.

    The suburban home was in a very desirable area and I knew it would sell with ease; I paid an online EA just under £1,000 and sold within a few weeks for £420,000 so effectively 0.23% "commission."
     
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