Episode 327: Unreasonable Hospitality for Estate Agents - An Evening with Rory Sutherland and Will Guidara

I booked two tickets to see Will Guidara and Rory Sutherland in conversation in London as a thank you to Toby Martin.

No agenda, nothing expected back. Before we'd even sat down, Toby handed me a book I didn't know existed, Unreasonable Hospitality: The Field Guide. That set the tone for the whole night.

Will Guidara took Eleven Madison Park from a two star brasserie to the number one restaurant in the world. Rory Sutherland is one of the sharpest minds in advertising and behavioural science.

In this solo special, I take you inside their conversation and show you how almost everything they said applies to your estate agency.

In this episode:

• Why the opposite of a good idea should also be a good idea, and why "reasonable" agents get forgotten
• The famous two dollar hot dog, and what it teaches us about listening to sellers and buyers
• Reverse benchmarking: how to find what other agents in your town are getting wrong and become famous for it
• The Popsicle Hotline, Buc-ee's toilets and what your agency should be known for
• Why valuations are won and lost before you arrive and after you leave
• Charging what you're worth, and why the second cheapest agent is in the most dangerous place
• Technology as a choice: automate the predictable, humanise the exceptional
• Hiring slowly, looking after your team and finding their superpowers
• Why 99% of your competitors will never copy you

And stay to the end for the moment that summed up the whole evening: a gentleman in the audience who never got his champagne, and what Will did about it.