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Case Study

£150k pipeline.
7 months.
Zero experience.

How two industry newcomers built a thriving estate agency with only valuations provided by Home.

425
Leads
23
Listings
£150k
Pipeline
£833k
Avg. Value
×
The Problem

We were sending leads. Agents weren't working them.

Home.co.uk has been generating quality vendor leads for 30 years. But time and again, we saw the same issue: agents simply weren't actioning them.

So instead of trying to fix someone else's process, we decided to prove our own model. We created Harmony Estate Agents - a fully operational agency powered exclusively by Home.co.uk leads.

The mission was simple: work every lead like it's your last, and see what happens.

02 / 11
The Founders

Two complete industry newcomers.

Lauren Baines

Lauren Baines

Managing Director

Ex-JC Decaux Marketing Director
Zero estate agency experience
15 properties listed
Lia Parouti

Lia Parouti

Sales Negotiator

Fresh real estate graduate
First job in the industry
8 properties listed

Based in Wandsworth, covering London-wide.

The Numbers

7 months. From zero to pipeline.

The Conversion Funnel

425
Leads
76
Valuations
17.9%
23
Listings
30.3%

Overall lead-to-listing conversion: 5.4% — in a competitive London market

£833k
Avg. London Value
57% above market
£725k
Avg. Overall Value
£150k
Pipeline Value
1%
Commission Rate
The Method

AI does the work. Humans close the deal.

Lead to Listing: The Journey

AI-Powered Human Touch
8:02am

AI Lead arrives

8:04am

HUMAN SMS + email

8:07am

HUMAN First call

8:15am

BOTH WhatsApp + AI data

10:30am

HUMAN Valuation booked

Same week

AI Valuation + comps

Same week

HUMAN In-person valuation

Day 10

Listed on Home.co.uk

<5min
Response
4-6
Touches
4
Channels
24/7
Available
Human + AI

"Home.co.uk's AI handles the data — valuations, comps, insights. That frees us to do what matters: building relationships and closing deals."

Lauren Baines — MD, Harmony
In Their Words

I'd never sold a house in my life. I came from marketing, not property. But Home.co.uk's AI tools and valuation leads gave me everything I needed — market data, comparable sales, instant valuations. The tech levelled the playing field.

In 7 months, with only valuations provided by Home, we've built a £150k pipeline. The leads are there — you just have to work them.

Lauren Baines
Lauren Baines
Managing Director

I graduated and went straight into Harmony. No corporate training, no shadowing senior agents for years. Just Home's tools and real leads from day one.

I've now listed 8 properties and learned more in 7 months than I would have in 2 years at a traditional agency. This is the future of estate agency.

Lia Parouti
Lia Parouti
Sales Negotiator
Their Portfolio

Properties Listed by Harmony

From zero experience to £833k average listings. Here's what 7 months of Home.co.uk leads looks like.

View all Harmony listings
Why Home

Rightmove gets you buyers. Home gets you vendors.

Rightmove / Zoopla Home.co.uk
Gets you Buyers Vendors
Problem solved "Find buyers for listings" "Win new instructions"
Cost £1,000+/month Free forever
Focus Quantity (traffic) Quality (homemovers)
Track record Since 2000 Since 1996
2M

Visitors/year

2M

UK homemovers

30+

Years of data

We're not chasing vanity traffic. We're reaching people who are actually moving.

Straight Talk

"But I've never heard of Home.co.uk..."

"I've never heard of you."

You've never heard of us, but we've quietly been sending you leads for 30 years — via On The Market, or by letting customers call and email you directly.

"What's the catch if it's free?"

No catch. We monetise outcomes — valuation introducer fees, premium placement — not listings. You only pay when you win.

"I don't have time for another portal."

Harmony runs with 2 people. The AI tools do the heavy lifting — valuations, market data, comps.

"The leads are probably tyre-kickers."

17.9% of leads convert to valuations. Average value: £833k in London — 57% above market.

"I already pay for lead gen."

And how's your conversion rate? Harmony converts 5.4% of leads to listings with zero experience.

If Harmony can do it with zero experience, imagine what you could do.

Your profile already exists on Home.co.uk. Claim it, start receiving leads, and prove what's possible.

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