Charlie Ince-Green, a well-known agent within the SW London property sector and a former Dexters senior, has launched an estate agency called Beaufort Green with a branch due to follow on the New King’s Road in December.

The former Dexters sales director (main image, left), who started at the estate agency in 2017 as a negotiator, says the aim for his new firm is to become a market leader in this part of London, with a plan to eventually operate several offices in sought-after locations.

Initially the business will be run by him as MD alongside childhood friend and former colleague Sam Tomlinson, (main image, right) who until recently was the sales manager of Chard in Parsons Green.

Ince-Green says he is extensively refurbishing the retail unit with ‘no expensive spared’ but is happy that it won’t be ready for today’s launch, saying that this will give the firm time to build market share and a presence before opening the doors, he tells The Neg.

Traditional agency

Asked whether he thinks estate agencies can exist ‘just online’, he says: “A high street presence is the key way to establish a traditional agency which in my view is the only kind that makes money, despite what people say about other models.”

Ince-Green says he is launching Beaufort Green because he wants to both establish his own brand but also have some more skin in the game and therefore later, financial reward.

Beaufort Green will very much focus on traditional estate agency, whilst implementing modern marketing and building a culture that we hope will suit aspiring agents.

He also says the industry is changing and that the successful agents are increasingly the ones who focus on marketing, and that he wants to offer an internal culture to employees different to the one most property firms do at the moment.

Culture

“We want our teams to have increased flexibility, and create a culture better suited to the demand of young professionals in London” he adds.

“For agencies like Foxtons and Dexters, the most important thing after instructions for them is and remains culture and so it will be for us.”

Ince-Green says he already has 20 instructions within his pipeline. Visit the Beaufort Green website for more information.