Ellie isn’t your typical estate agent - and Brickworks isn’t your typical agency. Founded on design principles, transparency, and a relentless commitment to values, it’s a business built on doing things differently. And that’s exactly what resonated.
Why Landlords Should Care About Agency Culture
It might seem like agency culture is an internal matter - something that only affects the staff behind the scenes. But in reality, it directly impacts landlord outcomes: from how tenants are treated, to how deals are done, to the long-term success of your investment.
As Ellie pointed out, when agencies chase commission at any cost, or tolerate toxic performance cultures, it’s landlords who pay the price. Tenancies break down. Service slips. Void periods grow. In contrast, when agents are supported, trained, and aligned with clear values, everything improves - from compliance and communication to retention and returns.
Values Are More Than Just a Brand Position
What Ellie makes clear is that values - things like fairness, inclusion, and honesty - aren’t soft. They’re strategic. Brickworks has built its brand and its bottom line around values-led decision making, and the results speak for themselves: high client retention, quality instructions, and a business that grows by reputation, not gimmicks.
For landlords, this matters. The agency you work with is your frontline. If their culture is outdated, aggressive or inconsistent, it affects how your tenants experience the property - and how they treat it. A values-driven agency protects your asset by creating a foundation of trust, accountability and transparency.
The ‘Dear Sirs’ Effect: Challenging the Old Guard
Ellie’s viral ‘Dear Sirs’ campaign struck a chord not just with women in property, but with clients across the board. It highlighted how stale, exclusive and out of touch large parts of the industry still are. For landlords, it’s a wake-up call. Are your agents still relying on old-school tactics and stale communication? Or are they representing you in a way that’s modern, inclusive and aligned with your values?
This matters more than ever in a world where tenants expect better communication, fairer treatment, and clearer service delivery. If your agency isn’t evolving, your investment might be suffering silently.
The Business Case for Better
Ellie made it clear: ethical doesn’t mean uncommercial. Quite the opposite. When agencies invest in people, culture and communication, they reduce voids, increase satisfaction, and retain more tenancies. That means lower churn, better ROI, and stronger long-term performance for landlords.
At base, we’ve built our business on many of the same foundations: transparency, proactivity, and human-first service. Hearing Ellie’s journey was both energising and affirming. It’s proof that landlords don’t have to choose between performance and principles - you can have both.
A Legacy of Inclusion That’s Always Been Our Standard
Long before DEI (Diversity, Equity and Inclusion) became a boardroom buzzword, base was already living it. Founded nearly 21 years ago by a man and a woman - still a rarity in the property sector - equality has been baked into our business from day one. But our approach didn’t stop at gender. Our team and our client base have consistently reflected - and celebrated - the diversity of London and beyond.
There have been times throughout our company’s history when women and LGBTQIA+ professionals made up more than 50% of our team. But we didn’t shout about it in the early years. Not because we weren’t proud - but because we assumed it was obvious. That, of course, our industry should reflect the society it serves. That, of course, diverse businesses perform better - on engagement, innovation, empathy, retention, and profitability.
Now, as the sector wakes up to the importance of true inclusivity, we realise that perhaps more of us should have spoken up sooner. Because the evidence is clear: businesses that prioritise diversity and fairness don’t just “do the right thing.” They do better business.
At base, we don’t see inclusion as an initiative. We see it as an advantage.
Final Thoughts: Choose Agents Who Reflect Your Values
As a landlord, the agency you choose says a lot - not just about your strategy, but your standards. If you want sustainable income, reliable tenants, and properties that perform over time, then working with agencies who care - about people, process and progress - isn’t optional. It’s essential.
Ellie Rees and Brickworks are helping shift the industry forward. At base, we’re proud to be part of that same evolution. Because in the long run, better culture means better business.
If you’re a landlord who values integrity as much as income, we’d love to talk.
