EAX Podcast | Not Everyone’s Your Client

What happens when you dare to charge what you're truly worth?

Laura Howey's journey from struggling estate agent to thriving business owner reveals the transformative power of mindset and vision.

Laura co-started Love Property during the 2008 recession with modest goals, earn enough to avoid returning to corporate banking and have flexibility for her young children. For nearly a decade, she operated like countless other independent agents, working long hours, charging industry standard fees and essentially owning her job rather than a business.

Everything changed when Laura confronted a limiting belief many agents share, that her rural Yorkshire market couldn't support premium fees. "Am I limiting my future by the way I'm thinking?" she asked herself. This question sparked a remarkable transformation that allowed her to create a business that now runs without her daily involvement, commands fees she once thought impossible and attracts clients who are genuinely delightful to work with.

The secret? Laura recognised that emotional connection, not transactional services, drives value in real estate. "We are emotionally marketing people's houses to enhance the value and we manage that relationship," she explains. While most agents focus on logical features (floor plans, photography), Laura estimates her approach is 90% emotionally based. She designed a customer experience that addresses clients' deepest fear, catastrophe during their property transaction, rather than simply listing services.

Perhaps most powerfully, Laura embraces complete accountability: "Every problem you have in your business is a leadership problem." This mindset shift transformed how she approached challenges, from staff alignment to client selection. By niching down to serve specific clients rather than trying to be everything to everyone, she created a business that's not only more profitable but more enjoyable.

Ready to transform your own estate agency? Listen now to hear Laura's practical insights on creating vision, building value, and leading your business to new heights.