Only 3% anticipate a further decline.

Yeah.

So I mean, this basically, it tries to measure what they th- what's happened to their business and what's going to happen going forward.

Despite a lot of the doom mongers out there, the, the market feels okay.

And I know they'll be out there, some people screaming at their iPhone at the moment going, "But it's terrible at the moment." The reality is a good chunk of people, the majority in reality, are in the middle of expecting some sort of growth, some sort of decline, with a middle bit.

So yeah, you can take the top two, but you could take the middle three, and the middle three is by far the majority.

It's, you know, 83% are in those middle three positions.

[laughs]

Yeah.

You know, everyone is comparing their experience to Amazon, to EasyJet, to Ryanair, whichever one you prefer to use as a cheap flight.

We live in a convenience economy, and we're not interested in the weird kind of peculiarities of any industry now.

We want it and we want it now, and we want immediate satisfaction, and we are intolerant of anyone who puts delays in our way.

And in a world of, um, you know, the portal verse, and we'll talk about it for the next chapter, but the portal verse, the big po- property portals, Rightmove, Zoopla, OnTheMarket, Prime Location, and the others, made access to the information really easy.

We're moving beyond that in the world of prop tech and AI.

But the industry, I think there's a line at the beginning, I'm gonna scroll back to say it 'cause I think it was a really good in the very beginning summary stage, and I really liked it when we wrote it, was...

Yeah.

Yeah.

And it gives you broad reach, and credibility of being on the local BBC.

Forget the word local when you mention, as ma- as seen on the BBC, as seen on ITV News, as seen on whatever it is, is a huge credibility thing.

Remember this point about trust? This thing about, you know, credibility and qualification we talked about last time, but also trust this time.

You know, TV really, really kind of is up there for the maximum reach, and it has a huge amount of credibility.

So don't neglect it.

And the other advantage of TV is you're not necessarily gonna do a Sky Adsmart advert, but if you can get one piece of media coverage on TV talking about the local property market, it'll be worth thousands to you.

Is that...?

Yeah

... she's done, she's done some amazing TED Talks, and I strongly recommend anyone who's interested in this should go and listen to her TED Talks.

She, she's, she's genuinely someone who's interested in addressing this, rather than virtue signaling or browbeating or making enemies of anyone.

She's like, "Look, this is a, this is a problem we all have, so how do we solve it?" So she mentioned the gender jaws.

We did them at Knight Frank.

They were horrific.

Um, so I've been tracking them across various industries ever since, 'cause it's just a fascinating illustration of this gender jaw thing's really easy to wo- really easy to understand.

Yeah, yeah

Good.

Um, it was a question from you about the data when we first did the Voice of the Agent about, well, what about the prime section of the market, like the upper quartile and beyond? So that's a really good point.

So basically we have a, the sample across the whole of the industry, all the agents.

We know where they operate based on house price, and we're able to take out the slice that is what we'd call the upper quartile, the top 25%.

The only challenge with the up- top 25% is the top 25% starts about £420,000 nationally, and obviously in parts of London, that's a very straightforward house.

So we, in this edition, actually cut it a bit further and said, you know, there's prime, th- well, there's upper quartile, there's prime, and there's super prime, and they're quite different markets.

So we tend to start dealing with the prime around more like 700,000, 750,000.

[laughs] Yeah, I was gonna say it's, surely his answer's gonna be something like that.