There are only three things that decide whether a house sale succeeds or quietly goes wrong:

The agent.
The pricing strategy.
And the marketing.

Get any one of them wrong and the seller loses — often tens of thousands — without ever realising why.

This episode digs into a truth most people only understand after a failed sale:
buyers don't just judge the house — they judge who is selling it.

Weak agents, weak questioning, weak positioning and weak marketing send the wrong signals to buyers.

Strong agents do the opposite — they control perception, pricing psychology, and the narrative of the deal from day one.

Samantha Cerrone is a real-world example of what happens when all three pillars are done properly.

Not theory.

Not branding fluff.

Results.

If you're a seller, this episode could save you from making a very expensive mistake.

If you're an agent, it will force you to confront whether you're adding value — or quietly destroying it.

Most estate agents don't lose instructions because of fees, price, or the market.

They lose because they don't know how to tell the truth — or don't have the skill to make that truth land without losing the deal.

In this episode, John Savage is joined by Geoff Ketterer, an elite-level remote closer who has delivered tens of millions of dollars in high-ticket sales, to expose why most agents struggle to win instructions and why "I need to think about it" is usually self-inflicted.

They break down why weak soft skills, poor discovery, and scripted conversations kill deals before they ever start — and how elite salespeople use structure, honesty, and pre-sale frameworks to sell homes long before a buyer ever walks through the door.

This is not an episode about scripts, closing tricks, or sounding clever.

It's about understanding the game, running the conversation properly, and winning by being the agent who can tell the truth — and still get paid.

If you want to stop discounting, stop chasing, and start winning instructions on your terms, this episode is required listening.

In this episode of the Zero BS Estate Agency Podcast, John Savage speaks with Ian Macbeth, founder of Avocado Property, about what truly maximises a seller's result — and why most estate agents get it wrong.

Ian explains why homes don't sell because they're marketed harder, listed longer, or pushed across more portals. They sell when an agent identifies the one defining factor that matters to the right buyer and builds the strategy around it.

This conversation covers:

• The difference between marketing a property and actually selling it

• Why portals like Rightmove are over-credited for results

• The shift from traditional estate agency to a consultancy-led model

• Why understanding the ideal buyer matters more than exposure

• How AI is changing estate agency — and where it genuinely adds value

• Why the real job is facilitating the move, not just agreeing a price

Ian also shares how ultra-endurance running shaped his mindset around pressure, leadership, and long-term decision-making in business.

This episode is essential listening for estate agents who want clearer thinking, better decisions, and accountability for results — and for sellers who want to understand what really makes the difference when selling a home.

Ian Macbeth – Founder, Avocado Property
🌐 Website: https://avocadopropertyagents.co.uk
🔗 LinkedIn: https://www.linkedin.com/in/ian-macbeth-5190a926
📧 Email: ian@avocadopropertyagents.co.uk