Letting & Estate Agent Podcast Estate Agents should love their competition - Ep. 2440
Jan 6, 2026
Oli Sherlock, an executive from Goodlord with extensive experience in proptech and tenant onboarding, shares insights on competition in the estate agency sector. He argues that embracing rivals fosters innovation and improves outcomes for landlords and tenants. The discussion highlights how unhealthy rivalries can stifle growth, while successful challengers like Goodlord push the industry to evolve. They also delve into pricing strategies and the importance of perceived value, demonstrating how competition ultimately raises service standards.
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Competition Drives Better Markets
- Competition improves customer choice and drives market innovation.
- Oli Sherlock argues agency rivalry should be embraced to make businesses better.
Learn From Rivals, Don't Imitate
- Avoid obsessively copying competitors and instead learn from their strengths.
- Focus on improving your own proposition rather than emulating every rival move.
Purplebricks Prompted Industry Change
- Purplebricks caused panic despite only reaching about 4–5% market share.
- Oli uses that example to show how competitors force others to adapt business models.