Last month marked 21 years since base property specialists first opened its doors, and what a journey it’s been. Co-founders Kristjan and An recently sat down for a candid podcast chat to reflect on the ups, downs, and everything in between from two decades (and then some) of running an independent agency in East London. Here’s a look back at where it all began, and what lies ahead.
From Two Laptops and a Lot of Hope…
Back in 2004, base launched with two founders, two laptops, two IKEA desks - and three months of runway. “Brutally optimistic” is how Kristjan puts it now, as they reflect on starting out in a pre-portal era of printed brochures, leaflet drops and matching branded Renault Clios (which Kristjan’s mum still drives, 21 years on).
In those early days, everything was built from the ground up - including invoices and statements painstakingly assembled in Word documents.
But what the business may have lacked in infrastructure, it more than made up for in values: a desire to do lettings differently, with better service for both landlords and tenants.
Building the Base Ethos
It took four years for base to adopt a CRM -a reminder of how long it can take to find the right tools when bootstrapping. But that decision (enter: Jupix) was a turning point, and led to the team co-creating what would become “PropertyFile” — since used by thousands of agencies across the UK.
Even back then, the goal was clear: build a highly personal, tech-enabled business that treated people like, well, people.
This ethos saw base through the 2008 financial crisis, which hit just as they were about to dive into sales. That pivot - and the tough market that followed - solidified base’s identity as a lettings and management agency, focused on consistency, service, and loyalty over volume.
Clients Who Became Family
The stories that really stand out over 21 years are the people. An emotional highlight was receiving a beautiful hamper from Philomena, a landlord who joined just weeks after the company launched in 2004 and stayed with base until this year.
Then there’s Tom, who began as a tenant, bought the property he was renting, and then asked base to manage it for 15 years before selling it with their help too. It’s a full-circle relationship that perfectly captures what base is all about.
“We always say we’re the first second choice,” says Kristjan. “Clients often come to us after a bad experience. And then they stay - sometimes for decades.”
Landmark Moments
Over the years, base has racked up numerous awards, including four consecutive Grand Prix wins at the ESTAS (2016–2019) and Zoopla’s Excellence Award in 2020, naming base as the top letting agent of the decade. But equally important are the celebrations that brought the base community together:
- 2014: A 10-year anniversary bash with landlords, suppliers and the team at the White Rabbit in Shoreditch
- 2019: A 15-year party in Hoxton Square
- 2024: A spectacular 20-year celebration at Shoreditch Arts Club - the first to include current and past residents, and friends from across the industry
Each one has been a celebration of people, connection, and the kind of business base always set out to be.
And Now - 21
Turning 21 is more than just a milestone. It’s a marker of resilience, evolution, and staying true to your roots.
In the last year alone, base has launched a new video-led website, overhauled its marketing, and stepped further into community-driven content, including guides, resources, and this very blog.
But some things haven’t changed: base still operates from the same office it started in. The same two founders still lead it. And the same commitment to doing lettings the right way continues to drive everything forward.
Here’s to 21 years - and to planning that 25-year party already.
