Every year, The Negotiator Awards judges read hundreds of submissions from estate and letting agents, suppliers, property managers and proptech businesses across the UK.

Some entries instantly stand out. Others show promise but lack proof. And some make bold claims without the evidence to support them.

Across all categories, the same themes repeatedly appeared in judges’ comments – measurable results, client testimonials, strong culture, innovation with purpose, and above all, evidence.

The strongest entries didn’t just say they were good. They proved it.

Here’s what the judges consistently praised in 2025, and the common weaknesses that prevented otherwise strong businesses from progressing further.

LETTINGS & PROPERTY MANAGEMENT

Structure, service and substantiated success

The property and block management categories generated some of the most detailed feedback from judges.

Again and again, successful entries demonstrated a clear operational structure, strong communication processes and measurable customer satisfaction.

Judges repeatedly praised businesses that combined technology with a people-first approach.

One judge highlighted a company’s “Comprehensive tech and combined people approach.” Another praised “an engaging customer portal… and policies geared to growth.”

Strong metrics made a significant difference.

Entries featuring measurable performance indicators such as growth percentages, unit numbers, Net Promoter Scores and retention rates immediately strengthened credibility.

One standout submission impressed judges with: “NPS 87… something firms would die for.”

Meanwhile, another gained praise for: “38% growth in units.”

The most compelling submissions also included anecdotal evidence and examples of how teams handled difficult situations.

One block management business was praised for demonstrating professionalism through its handling of a major fire incident and complex cladding issues.

Common weaknesses

Where entries fell short, judges often pointed to a lack of evidence or depth.

Some businesses spoke generally about great service or strong growth without including supporting figures, testimonials or examples.

Others focused heavily on company history rather than outcomes.

The lesson?

Judges want specifics. How many units? What growth? What satisfaction scores? What operational improvements? What impact did your initiatives actually have?”

ESTATE & LETTING AGENCY CATEGORIES

Strong culture, leadership and numbers

Across the agency categories, judges consistently responded positively to entries that balanced commercial performance with people and culture.

Businesses that demonstrated investment in staff development, training and wellbeing scored highly.

Judges repeatedly referenced, team development, staff retention, internal progression, community culture and long-term vision.

But culture alone wasn’t enough and the strongest entries backed up claims with hard evidence. Submissions featuring year-on-year growth, market share improvements, instruction increases and client satisfaction metrics carried greater weight.

Entries that also included client testimonials and reviews helped bring the story to life.

Judges frequently praised businesses that showed they weren’t complacent and where innovation with purpose was prioritised.”

Technology, AI, automation and new processes needed to demonstrate measurable business improvement, rather than be adopted just for the sake of it.

SUPPLIER & PROPTECH CATEGORIES

ROI matters more than hype

In supplier categories, judges were particularly focused on measurable client impact.

The strongest suppliers clearly demonstrated return on investment, client retention, time saved, revenue generated, user adoption, scalability and customer support.

Entries that relied heavily on marketing language without evidence tended to weaken quickly.

Judges consistently responded best when suppliers showed exactly how their products or services improved agency performance.”

Testimonials played a huge role here and not generic praise, but specific examples.

The strongest entries included client feedback explaining what problem was solved, what measurable improvement occurred and why the supplier stood out versus competitors.

Simple, well-structured entries generally performed better than overly complicated submissions packed with jargon.

COMMUNITY & PEOPLE CATEGORIES

Passion is great – but proof is powerful

The emotional categories often generated some of the warmest judge feedback.

Community Champion entries, in particular, demonstrated the incredible charitable and community work taking place across the property industry.

Judges praised long-term commitment, team involvement, local partnerships, fundraising creativity and those who had achieved ongoing momentum.

One business was commended for “A great, wide-ranging array of long-term schemes,” and another impressed through “Novel ideas… and rolling up their sleeves.”

But even here, evidence remained important.

One judge noted that:

While a business had raised over £100,000, the entry lacked detail on exactly how the money was raised.”

That small omission mattered. Even in emotionally driven categories, judges still wanted clarity, detail and context.

The biggest mistake?

One theme that appeared repeatedly throughout the judging process and meant the difference between average entries and outstanding entries, was lack of evidence.

The best submissions didn’t just describe success, no matter how good the storytelling was – they demonstrated it.

Winning entries typically included:

– Clear metrics and KPIs
– Client testimonials
– Staff feedback
– Screenshots and visuals
– Before-and-after examples
– Case studies
– Operational detail
– Real-world examples

The weaker entries relied too heavily on unsupported statements. Claims of excellent customer service, innovative system and strong growth without proof rarely carried enough weight.

The strongest entries feel authentic

The best entries didn’t read like marketing brochures and instead felt honest, evidence-based and specific.

Judges responded positively to businesses that acknowledged challenges, demonstrated learning and clearly explained how improvements had been made.

Ultimately, the most successful submissions combined authenticity with strong storytelling, commercial performance, client feedback, team culture and clear evidence and metrics.

Register and start your entry to The Negotiator Awards 2026 here.