Newboulds & Co double revenue per employee without hiring
How an independent estate agent in Shepperton, Surrey increased RPE from £66k to £133k and grew profits by 52% using Iceberg’s AI Operating System.
Location: Shepperton, Surrey
Branches: 1
Team size: 4
Revenue per employee: £66k → £133k
Profit growth: +52% year-on-year
Timeframe: 3.5 years
The challenge: busy, manual, and flying blind
Before working with Iceberg, Newboulds & Co were operating with a traditional estate agency setup.
They were using Alto CRM alongside a 1–31 follow-up system, supported by manual prospecting through letter drops, door knocking, touting and comp slips.
The problem wasn’t effort — it was visibility.
The team found it difficult to understand what was actually working, who was engaging with their marketing, and which activities were genuinely contributing to instructions and revenue. Time was being invested across multiple channels without clear feedback or confidence in what was driving results.
The shift: from manual effort to AI-led control
Iceberg didn’t just replace a CRM. It changed how the business operated.
By introducing automated prospecting journeys and AI-led workflows, Newboulds & Co were able to remove large amounts of wasted activity and focus their time where it mattered most.
Out-of-office prospecting such as letter drops and door knocking was eliminated. Instead, the team gained clear insight into who was engaging, what they were engaging with, and when follow-up was actually required.
Once prospecting journeys were set up, performance improved dramatically. With less admin and more clarity, the team were able to spend more time directly with clients and suitable prospects — exactly why they had built an independent business in the first place.
The results: higher profit, same team
The commercial impact was clear and measurable.
Revenue per employee doubled, increasing from £66,000 to £133,000, achieved over a 3.5-year period without employing additional staff.
Over the same period, profits increased by 52% year-on-year (2023–2024).
Greater control and efficiency also allowed the business to increase fees. Where fees had previously sat between 0.75% and 1%, they now operate at 1.25% with an upfront charge.
The team became more selective, focusing on suitable clients who value advice, listen, and pay the correct fees — resulting in less wasted time and a more efficient, profitable business.
What changed day to day
“We now operate how we want to operate — with more control and direction rather than flying by the seat of our pants.”
“We’re all front-line people. Iceberg has given us more time to deal directly with clients and potential clients, without adding headcount.”
“We identify suitable clients quicker. They listen, we advise, and we’re paid correct fees. It makes us far more efficient.”
Beyond the technology itself, the team also highlighted the value of Iceberg’s wider support — not just from the Iceberg team, but from other users sharing ideas and innovative approaches to improving performance.
The honest verdict
“Iceberg meant we didn’t have to employ more members of staff to increase profits. Profits went up 52% in a year, and we’re now in control of every aspect of our business.”
Case study summary:
Agency: Newboulds & Co
Industry: UK estate agency
Location: Shepperton, Surrey
Team size: 4
Problem: Manual prospecting, low visibility, admin-heavy CRM
Solution: Iceberg AI Operating System (Lifesycle, automated prospecting journeys)
Key outcome: Revenue per employee increased from £66k to £133k
Profit impact: 52% year-on-year growth without hiring
Strategic shift: From manual effort to AI-led control and leverage
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