Watch Mark Burgess explain the principles of Lifesycle

Short answer: No — and that’s the point. Full answer: Iceberg Digital is not a traditional CRM. CRMs store data and rely on people to do the work. Iceberg is an AI Operating System for estate agents. It replaces CRMs, prospecting tools, marketing platforms, and nurture systems by allowing AI to act on your data automatically, identifying opportunities, automating follow-ups, and reducing admin without increasing headcount. If you’re looking for a cheaper CRM, Iceberg isn’t for you. If you’re looking to run a more profitable agency, it might be.

Yes but you’ll need fewer people doing admin, and more people doing revenue-generating work. Iceberg doesn’t replace estate agents. It replaces: Manual chasing, repetitive admin, disconnected systems and tasks that add cost but not value. This increases revenue per employee, which is the single most important metric for long-term profitability.

Traditional setups are fragmented: One system for CRM, one for marketing, one for prospecting and another one for compliance. Iceberg replaces this entire stack with one connected ecosystem. Because everything shares the same data and intelligence, the system: Sees patterns humans can’t and acts faster than manual workflows and it improves over time. This is how enterprise businesses operate. Iceberg brings that model into estate agency.

Yes but not by telling you to work harder. Iceberg identifies valuation opportunities by analysing: Past appraisals and tracking when they are on your website or reading your content. Buyer behaviour of those with properties to sell. Market movement, competitor listings and overall database engagement. It then surfaces instruction-ready moments your team would never spot manually and even gives you the context and messaging to act on them at exactly the right time with the exact right message.

Iceberg works best for agencies that want to run smarter, not bigger. Many of our clients are single-branch independents or growing regional brands. We also have lots of new-model start-up agencies building lean from day one. Because Iceberg increases revenue per employee, smaller agencies often benefit the fastest because they have the flexibility to change, gaining an unfair advantage over larger competitors with heavier cost bases.

Some benefits are immediate, such as reduced admin, faster lead qualification and better follow-up consistency. Others compound over time, like Prospecting intelligence, nurtured valuation pipelines, AI-driven marketing momentum. Iceberg isn’t a quick hack. It’s a structural advantage that improves month after month but your new wins will happen immediately.

No. Iceberg is designed so that AI handles complexity in the background, your team works through simple, familiar workflows and automation removes friction instead of creating it. If you can run an estate agency, you can run Iceberg.

Iceberg is not for agents who want the cheapest software, are happy with low margins, prefer manual control over intelligent automation and believe estate agency doesn’t need to change. It is for agents who want to future-proof their business and build something more profitable, resilient, and valuable.