Independent estate agent
NAEA 1184/22
London since 2011
/ the story
I came to estate agency from the wrong direction, which turned out to be the right one.
Before this, I spent eight years in property finance — running numbers for funds buying Mayfair freeholds, modelling rental yield, holding a line in negotiations with people who'd done it longer than I'd been alive. The thing I learned: most agents don't know what their client's property is actually worth. They know what it might sell for. There's a difference. I started this practice in 2011 with one rule — never represent a property I don't believe in, and never push a buyer into a home I wouldn't buy myself. Fourteen years later, the math has held up: 92% of my clients have either come back or sent someone else. The work is intentionally small. One agent, one practice, no junior team to upsell you to. Most of what I do is in W11, W1U, NW1, E9 and a handful of postcodes either side. Outside these I'll refer you to someone better — usually one of three colleagues I trust.
Career Milestones
2003 - 2025
2003
Started in property finance
Eight years modelling rental yield and running numbers for funds buying Mayfair freeholds. It's where the discipline comes from — knowing what a property is actually worth, not just what it might sell for.
2011
Founded George Finlord Property
Left eight years in property finance to set up on my own — one agent, one practice, no junior team to upsell you to. The rule from day one: never represent a property I don't believe in, and never push a buyer into a home I wouldn't buy myself.
2014
Registered with NAEA Propertymark
NAEA 1184/22. Your money is protected by law, and I'm bound by a professional code of conduct — meaning I can't cut corners even when it would be easier to.
2017
Elected FNAEA (Fellow)
Fellowship is awarded only to agents with a sustained track record — it's not bought or inherited. It means I've been assessed, not just enrolled.
2019
Joined The Property Ombudsman
If anything goes wrong, you have a free, independent route to resolve it — without needing a solicitor. I'm required to follow their decisions.
2025
92% of clients return or refer
Fourteen years in, the math has held up: nine in ten clients have either come back or sent someone else. Tracked every year — estimated never.
The Record
Homes sold
Since 2011
Years in London
Est. 2013, Notting Hill
FNAEA
QUALIFICATION
DIPEA, FELLOW NAEA
Client referral rate
Tracked annually
/ In Their Words
