A success story on going solo, in the midst of a pandemic, and using Alto to make sure all the plates James was spinning, didn’t drop.
Taking the Leap into Independence
We spoke with James Bailey, who launched his own estate agency in June 2021 during the height of uncertainty in the property market. Despite the challenges of the pandemic, James turned his vision into reality through determination, extensive industry experience, and strategic use of technology.
“When I decided to take the leap and start my own agency, people thought I was mad. The pandemic was still affecting the market, and it was a massive risk. But I knew if I didn’t try, I’d always wonder what could have been,” James reflects.
What makes James’s achievement remarkable is that he accomplished everything single-handedly – from conducting viewings and valuations to managing back-office operations and marketing. This case study explores how Alto’s platform became the backbone of his successful independent venture.
The Solo Agent’s Challenge: Doing It All
Starting a new estate agency in a competitive market presented James with formidable obstacles. As the new name in Sutton, he needed to build recognition quickly to win those crucial first instructions. Without a team to delegate to, James personally handled every aspect of the business, from client meetings to administrative tasks.
“Those first few months were incredibly challenging. I was doing everything myself – the viewings, the valuations, the admin, the marketing. There were times I’d be up at midnight just trying to catch up. Having the right technology wasn’t a luxury, it was essential to making it work,” James explains.
The emotional dimension of starting a business added another layer of complexity. When every instruction matters to your survival, losing out on opportunities can feel deeply personal. James needed not only practical solutions but also the resilience to weather the inevitable ups and downs of entrepreneurship.
Despite these challenges, James achieved remarkable success in his first year. “I’ve sold 31 properties in 35 weeks, which I think is a fantastic result. I’m so thankful for the people who gave me the chance.”
“Alto is the best software I’ve ever used. It’s user-friendly and does exactly what you want as an estate agent.”
Technology as a Business Partner
From day one, James recognised that the right software would be crucial to operating efficiently as a solo agent. After evaluating his options, he chose Alto as the technological foundation for his new business.
“I’d used different systems in my previous roles, but Alto just made sense for how I wanted to run my business. The flexibility to manage everything from my iPad while I’m out meeting clients has been invaluable. I don’t need to rush back to an office to update details or send information – it’s all there at my fingertips,” James adds.
Alto’s cloud-based platform gave James the mobility he needed, allowing him to manage his entire business from his iPad whether at a viewing, valuation, or on the move. The system’s automated processes, such as appointment reminders and progression notes, helped keep everything on track without requiring additional administrative time.
“Alto is the best software I’ve ever used. It’s user-friendly and does exactly what you want as an estate agent.”
Perhaps most valuable for a new business was Alto’s performance tracking capabilities. The built-in stats bar allowed James to monitor his activity at a glance, tracking applicants, appraisals, offers, and sales – crucial data for making informed business decisions when every resource counts.
Cloud-based access
With Alto on his iPad, James can manage his business anywhere, whether at a viewing, valuation, or on the move
Automated processes
Features like appointment reminders and progression notes help keep everything on track without extra admin
Performance insights
The built-in stats bar allows James to monitor his activity at a glance, tracking applicants, appraisals, offers, and sales
Reliable support
The Alto Help Centre provides fast responses, helping resolve queries quickly
Alto’s cloud-based platform gave James the mobility he needed, allowing him to manage his entire business from his iPad whether at a viewing, valuation, or on the move. The system’s automated processes, such as appointment reminders and progression notes, helped keep everything on track without requiring additional administrative time.
Perhaps most valuable for a new business was Alto’s performance tracking capabilities. The built-in stats bar allowed James to monitor his activity at a glance, tracking applicants, appraisals, offers, and sales – crucial data for making informed business decisions when every resource counts.
Creating Efficiencies That Drive Growth
For a solo agent, time is the most precious commodity. Alto’s integrated platform has helped James maximise his productive hours by keeping everything organised in one place and automating repetitive tasks. This efficiency allowed him to focus on revenue-generating activities rather than paperwork.
The cloud-based nature of the system provided the flexibility James needed to work when and where his clients required, without being tied to a traditional office. This adaptability became a competitive advantage, allowing him to offer more responsive service than larger agencies with more rigid processes.
“The stats bar has been particularly helpful. When you’re just starting out, every number matters – how many valuations you’ve done, conversion rates, sales progression. Being able to see those figures clearly helps me understand where I am and where I need to focus next,” James says.
The system’s sales progression tools ensured no opportunity slipped through the cracks – critical for a new business where each sale directly impacts survival and growth. By automating follow-ups and providing clear visibility into the status of each transaction, Alto helped James maintain momentum across his growing portfolio.
“There have been times when I’ve been able to update details for a client during a viewing, or send information immediately after a valuation. Those little touches make a huge difference to how professional you appear, especially when you’re building your reputation from scratch.”
Insights for Aspiring Independents
James’s journey offers valuable lessons for other agents considering the independent path. His experience highlights the importance of choosing technology based on how it will support business growth, not just its cost. The right system becomes an investment that pays dividends through time saved and opportunities captured.
Embracing automation has been another key to James’s success. By letting his CRM handle administrative tasks, he freed up valuable hours to focus on winning instructions and delivering exceptional client service – the activities that truly drive business growth.
“My advice to anyone starting their own agency would be to invest in the right tools from day one,” James recommends. “I’ve seen agents try to save money with basic systems or spreadsheets, but they end up working twice as hard and missing opportunities. Alto pays for itself in the time it saves me and the professional image it helps me present.”
Perhaps most importantly, James recognised the need for flexibility in today’s changing market. Property buyers and sellers increasingly expect agents to adapt to their schedules and preferences, rather than the other way around. Technology that enables this adaptability becomes a competitive advantage.
A Foundation for Long-Term Success
For James, Alto has been more than just software – it’s been an essential partner in building his agency. The ability to stay organised, automate key processes, and track performance has made the difference in a competitive market. With these tools in place, James can focus on what matters most: delivering a personal, high-quality service that keeps his business growing.
“Looking back on my first year, I can honestly say I wouldn’t have achieved what I have without the right technology behind me,” James concludes. “When you’re competing against established agencies with teams of people, you need every advantage you can get. Alto has helped level the playing field and allowed me to punch above my weight from day one.”
James’s story demonstrates that with determination, industry expertise, and the right technological foundation, independent agents can not only survive but thrive in today’s competitive property market.
About James Bailey Estate Agent
James Bailey is an independent estate agent offering sales and lettings in Sutton and surrounding areas, where he grew up. Founded in 2021, his agency reflects the values developed over his 15 years of industry experience across independent and corporate agencies. James focuses on delivering a personal, flexible service that puts clients first, combining local knowledge with professional expertise. He has been an Alto customer since launching his business.
