Hold onto your helmets, Vikings — in this latest voyage across the turbulent seas of property, technology and business, Kristjan Byfield welcomes a true industry legend (or should we say lovable rogue?): Simon Whale, known for his time at Reapit, his antics with Kerfuffle, and for generally causing "productive chaos" in the world of PropTech and estate agency.

In this epic chat, Kristjan and Simon dive deep into the fast-evolving landscape of property technology and what it really means for modern estate and letting agents. No corporate spin here — just honest, practical insight (and plenty of laughs) from two people who have seen the good, the bad, and the occasionally ridiculous side of agency tech.

Together, they explore:

• How "PropTech fatigue" crept into the industry — and why it’s finally turning into real, usable solutions.
• The evolution of the agent’s role: why technology should be your crew not your captain.
• The harsh truth about CRM systems, integrations, and why agencies must demand more from their suppliers.
• Why COVID was a brutal but necessary accelerator for technological change in agency operations.
• How AI is reshaping agency life — from marketing and lead gen to operational workflows — and why ignoring it could sink your business faster than you think.
• The myth of "people buy from people" — and why that phrase, while still true, needs a serious 2025 upgrade.
• Why customer experience (for clients and your staff) must now sit at the heart of agency business models.
• How small, independent agencies can (and should) outmaneuver the big corporates by being faster, smarter, and more adaptive with tech.

Simon also shares his candid (and very funny) stories about building Kerfuffle, life after selling Reapit, and why he believes the future of PropTech must focus less on flashy features and more on actual business outcomes.

In classic Viking Chats fashion, the conversation is unfiltered, irreverent and packed full of golden nuggets — whether you're a small indie agent, a growing network, or a corporate giant, you'll leave with fresh ideas (and maybe a few uncomfortable truths) about how you need to adapt your business for the years ahead.

Plus:

• Why building tech with agents, not for agents, is the only way forward.
• The importance of "getting your ship in order" before adopting new tech.
• How to turn grumpy customers and hesitant staff into your strongest advocates.
• Why many agencies fail at onboarding new systems — and the simple fixes that could save you thousands.
• A peek into the weird and wonderful world of early-stage PropTech innovation — and the dangers of buying into the hype too soon.

If you're serious about building a future-proof, profitable, and enjoyable business, this episode is your compass.
Whether you’re sailing calm waters or battling 10-foot waves, Kristjan and Simon give you the map, the mindset, and a few battle scars to help you chart your next move.

Set sail with us — this is one journey you don't want to miss.
⚓🎙️

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Are you stuck in a loop of “free valuations”, “stunning homes”, and “professional photography”? Do your marketing materials look suspiciously like your competitors’? Then buckle up, because this episode of Viking Chat might just blow the doors off your agency's entire approach to branding.

This week, Kristjan Byfield – industry troublemaker and Base Property founder – is joined by the ever-creative Tom Durrant, CEO of DCTR (formerly known as Dr. Photo). What starts as a friendly chat about creativity quickly becomes a full-throttle, no-holds-barred deep dive into why most estate agency branding is flat, forgettable, and dangerously dull—and, more importantly, how to fix it.

🔥 Key discussion points include:

• Why “blending in” is killing your margins – and your soul.
• The problem with industry homogenisation (and how to escape the sea of sameness).
• How Hat and Home, Marsh & Parsons, and Location Location are absolutely nailing branding through distinct stories and visual identities.
• Why focusing on “free valuations” and “floorplans” reduces your value proposition to price alone.
• The emotional power of storytelling and why it beats features and stats every time.
• What Snickers, Nike, and Yves Klein’s blue pee have to teach us about estate agency marketing (yes, really).

💡 “Creativity is not optional. It’s your only chance to stand out in a world where AI, templates, and tech have levelled the playing field.” – Tom Durrant

Tom shares how DCTR evolved from photo retouching and AI-driven visual enhancements to a full-blown creative agency helping property brands build bold, compelling identities. He lays out a simple but powerful framework for creativity: Originality, Emotional Engagement, and Quality Execution.

And Kristjan? He delivers some classic Viking truths. Like the tale of an agent who watched his fees plummet by a third—simply because he couldn’t articulate a single reason why a vendor should choose him over three nearly identical competitors. Ouch.

But this isn’t just about getting listings or raising fees. This episode dives into something much deeper: How to build an agency that people want to work for, buy from, and talk about.

Expect laughs, revelations, and the occasional rant (in true Viking Chat fashion). Whether you're a high street stalwart or a startup indie with big dreams, this episode is a creative reset button for your brand.

✨ BONUS TIPS:

• What to ask your kids to discover your brand’s real purpose.
• How to steal inspiration (the right way) from brands outside property.
• Why your next hire might be a storyteller, not a negotiator.

🔗 Want more?
Tom name-drops the unmissable white paper “The Extraordinary Cost of Dull” from System1, which proves—through 60,000 ad campaigns—that bland brands bleed money. Don’t say we didn’t warn you.

So… ready to stand out, speak up, and finally tell a story that matters?

Hit play. Then hit reset