Launching your first self-employed estate agent in the right location can make the difference between early success and prolonged struggle. Many get this decision wrong by focusing on the wrong factors—assuming that the busiest market is the best, or that all locations will perform equally well with the right person.

The reality is that location strategy matters. The right launch area provides your agent with immediate traction, a defined market, and the best possible chance to build a sustainable business.

Here are four key principles to guide your decision when choosing where to launch your first agent:

1. Adjacency – Leverage Your Brand Where You’re Known

One of the quickest ways to give a new agent momentum is by placing them in an area where your brand already has some level of recognition. People buy from agents they trust, and trust is built over time through presence, familiarity, and results.

Instead of launching in an entirely new and unknown territory, consider expanding into areas adjacent to where your agency already has a strong reputation. A neighbouring market will have homeowners who have seen your branding, heard about your successes, or even had previous interactions with your business.

A trusted name reduces the resistance when an agent starts marketing themselves. If potential clients already associate your brand with results, they are much more likely to engage with your agent from day one.

2. How Many People Do You Know in the Area?

Estate agency is built on relationships. A great way to measure the viability of a location is to analyse how many homeowners you already have some connection with.

Before selecting a location, take a deep dive into your data from the last three years:

• Look at past valuations and sales

• Identify buyers who still have a home to sell locally

• Check your CRM for contacts with properties in the area

Ideally, you should be launching in a patch where you have a direct or indirect connection to at least 1,000 to 2,000 property owners. If your agent starts with an existing pool of potential contacts, their initial prospecting efforts will be much more productive.

At the same time, consider the size of the market. A location that’s too big can dilute their efforts, making them just another name in a crowded space. A smaller, more defined territory gives them a better chance of becoming the ‘go-to’ agent.

3. Talent – The Right Person is More Important Than the Right Place

Even in the best locations, success depends on execution. The most important factor in launching a self-employed agent is the person themselves. A great agent will find ways to build business in an average market, while a weak agent will struggle even in a prime location.

When selecting your first location, start by looking at the person rather than the map. If you have an outstanding candidate, it may be better to place them in a slightly less obvious area rather than waiting for a ‘perfect’ location but with an average agent.

What Makes a Self-Employed Agent Successful?

• Resilience – The ability to push through slow starts and build momentum

• Self-Motivation – They must be proactive in lead generation

• Existing Network – Personal connections in the area help them get early traction

• Commercial Awareness – Understanding how to turn effort into results

The best self-employed models focus on getting the right person first, then designing the plan around them.

4. Competition – Can You Carve Out a Niche?

Not all competitive markets are equal. Some locations are packed with well-established, high-performing agents who dominate market share. Placing a new agent into a saturated area with no clear way to differentiate themselves is setting them up for a hard battle.

Instead, look for gaps in the market:

• Areas where estate agency competition is fragmented rather than dominated by one or two brands

• Postcodes or villages that lack a dedicated local agent

• Locations where your agent can establish a clear point of difference

The best locations often aren’t the biggest, but the ones where there’s a natural opening for someone to own the space. If there’s no dominant player, your agent can establish themselves as the go-to expert much faster.

The Process – How I Analyse Locations and Design a Launch Plan

Picking a location isn’t about guesswork. It requires data-driven analysis and a clear strategy. This is why I’ve developed an established process for working out the best launch locations for self-employed agents.

Step 1: Data-Driven Location Analysis

I take a cut of your agency’s data and spend half a day analysing all potential patches around your existing branch network. This includes:

• Reviewing three years of valuations, sales, and contacts

• Mapping out where you already have strong relationships

• Identifying market gaps and areas with untapped potential

This process helps us create a shortlist of high-potential locations before making any decisions.

Step 2: In-Business Planning & Commercial Design

Once the shortlist is ready, I spend a full day in the business:

• Agreeing on the final launch locations

• Designing the commercial terms that will work best for the agent and the business

• Structuring contracts and financial arrangements to align incentives

The most important part of this process is that location strategy comes first. Only after we have a clear plan for the market do we design the commercials and contracts. This ensures that every launch has the best possible chance of success.

Final Thoughts – Get Your Location Strategy Right from Day One

Choosing where to launch your first self-employed agent isn’t just about picking a postcode—it’s about strategically positioning them for success.

By leveraging brand adjacency, analysing data-driven connections, prioritising talent, and identifying market gaps, you can significantly increase their chances of thriving.

If you’re serious about launching a self-employed model, let’s make sure you’re choosing the right locations, the right agents, and the right commercial setup from day one.

I’ve worked with estate agencies to develop a proven process for selecting the best patches. If you want to discuss how to analyse and structure your self-employed model, get in touch. Let’s ensure your first agent launch is set up for long-term success.

If you would like to have a free one hour consultation to find out how I can assist you in designing your own self employed model, then you can book a Google meet with me below.