What Felicity J. Lord does

Felicity J. Lord is a London-focused estate and letting agency operating as a trading brand of Spicerhaart Estate Agents Limited and Spicerhaart Residential Lettings Limited, both part of the Spicerhaart Group, which describes itself as the UK's largest independently-owned property services group. The company was founded in 1989, is headquartered in Colchester, and runs 18 branches across London neighbourhoods including Shad Thames, Blackheath, Bow, Brixton, Canary Wharf, Clerkenwell, Greenwich, Hackney, Islington, Stoke Newington, Tooting, Wandsworth and Wapping. Branches operate with extended hours, including evenings until 10pm and weekends, and the firm holds memberships across The Property Ombudsman, ARLA, NALS, SAFEagent (founding member), TDS and Client Money Protection.

The core product set covers residential sales, lettings and full property management, alongside a dedicated Land & New Homes division and a Shared Ownership sales capability. Differentiated technology is centred on FLINK, a proprietary social-media advertising system launched in 2021 that generates 40 targeted ad variants per property, retargets website visitors and claims 23% more clicks than Rightmove alone and 49% more viewings for advertised properties. The stack also integrates Rightmove, OnTheMarket, Docusign, Google Analytics, LiveChat and Meta for distribution and operations.

Felicity J. Lord makes money through three streams: (1) commission on residential property sales across London, (2) recurring lettings and property management fees under Full Management, Rent Collection and Let Only service tiers, and (3) affiliate/referral revenue from introducing customers to Just Mortgages, an FCA-authorised mortgage adviser within the Spicerhaart group. Customer segments comprise individual home buyers, sellers, landlords and renters, supplemented by a developer / new-build channel served through the Land & New Homes division; go-to-market combines the 18-branch physical network with property-portal listings, email property alerts, area-guide content and FLINK-driven paid social.

Name

Felicity J. Lord

Legal name

Spicerhaart Estate Agents Limited

Website

http://www.fjlord.co.uk

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Felicity J Lord is a real estate company that offers comprehensive real estate services for buying and selling properties.

Ownership category

akta.pro rank

Product category

Residential Estate Agency

NAICS

Offices of Real Estate Agents and Brokers (5312), Residential Property Managers (531311), Offices of Real Estate Agents and Brokers (53121)

SIC

Real Estate Agents & Managers (For Others) (6531), Real Estate (6500)

akta.pro primary industry

Residential Real Estate Brokerage (Buy/Sell) (FSAEAJAA)

Keywords

• Residential estate agency
• Property lettings services
• Property sales services
• Property management services
• New homes marketing

Headquarters

HQ city

Colchester

HQ country

United Kingdom

HQ region

Europe

Offices18 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Property Sales Commission: Commission-based revenue from residential property sales across London, with specialized services for selling, buying, and new build properties.
2. Lettings and Property Management: Revenue from landlord services including Full Management Service, Rent Collection Service, and Let Only Service. Fees are charged for tenant placement and ongoing property management.
3. Mortgage Referrals: Referral revenue from introducing customers to Just Mortgages, a trading name of Just Mortgages Direct Limited, authorized and regulated by the Financial Conduct Authority.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Felicity J. Lord is a London-focused residential estate and lettings agency delivering property sales, lettings, and full property management services across 18 London branches. The firm serves individual buyers, sellers, landlords, tenants, and new-build developers through traditional estate agency services enhanced by its proprietary FLINK social media marketing technology and mortgage referral partnerships.

Product overview

Felicity J. Lord is a London-focused estate and letting agency operating across multiple branches. The company offers a unified service platform combining core property sales and lettings services with proprietary technology FLINK for social media marketing. Supporting services include Just Mortgages (financial services), a Land & New Homes division, and add-on modules for property management, valuations, and enhanced marketing. The portfolio is structured as a platform-plus-modules architecture with FLINK as the differentiating technology layer across both sales and lettings services.

Differentiator

Problem solved

Functional benefit

Products and services

• Estate Agency Services (Sales) Full-service residential property sales assistance for individual home sellers in London, including free property valuations, property marketing across FLINK, Rightmove, OnTheMarket and the company website, accompanied viewings, offer negotiation, and sales progression through to completion.
• Full Management Service Full landlord service covering tenant finding, referencing, lease agreements, rent collection, maintenance coordination, compliance, and ongoing property management for residential landlords in London.
• Rent Collection Service Rent collection and financial management service for landlords who manage their own properties but outsource the rent collection and tenant payment handling.
• Let Only Service Tenant-finding only service for landlords who manage their own properties, including tenant sourcing, referencing, and lease agreement setup.
• Land & New Homes Specialized division handling new-build residential developments, conversions, and land sales across London, including land sourcing, planning consultation, and targeted sales and marketing for developer clients.
• Just Mortgages (Referral) Referral service introducing Felicity J. Lord customers to Just Mortgages for mortgage advice, mortgage calculations, and lending solutions, supporting buyers financing their property purchase.

Quantifiable outcome

• 23% more clicks than Rightmove alone for FLINK advertised properties
• +2 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability5 records

Feature1 record

Partnerships

Eight partnerships are on record, tiered minor and core.

• Tree-NationminorStrategic or Co-development Partner · 1 January 2021Spicerhaart (parent company) partners with Tree-Nation to measure, report and reduce carbon footprint with the goal of becoming carbon positive within five years.
• Sulu Energy Bridge (Tenant Shop)minorStrategic or Co-development Partner · 1 January 2017Innovative energy provision service launched to benefit landlords and tenants, offering seamless and cost-effective energy provision through Green Star with 100% sustainable electricity sources.
• Just MortgagescoreGTM or Marketing PartnerFelicity J. Lord introduces customers to Just Mortgages for mortgage advice and financial services. Just Mortgages is a trading name of Just Mortgages Direct Limited, an appointed representative of The Openwork Partnership, authorized and regulated by the Financial Conduct Authority. This partnership provides financing solutions for property buyers.
• ValunationminorStrategic or Co-development PartnerPart of the network of legal services available to customers, providing property valuation and related legal services.
• Spicerhaart Part ExchangeminorStrategic or Co-development PartnerPart exchange service offered through the Spicerhaart network, enabling customers to part-exchange their existing property when buying a new one.
• Magic Moments CharityminorOthersMagic Moments Charity Fund is dedicated to helping children with life limiting illnesses and their families, supporting children's hospices across the UK. Supported by Felicity J. Lord through fundraising activities.
• RightmovecoreChannel Partner/ Reseller/ DistributorPrimary property portal listing partner. Properties are marketed on Rightmove for maximum exposure to property seekers.
• OnTheMarketcoreChannel Partner/ Reseller/ DistributorProperty portal listing partner. Properties are also marketed on OnTheMarket alongside Rightmove.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Foxtons: Foxtons is London's most recognized high-street estate agency brand with a dense branch network across prime London postcodes. It is the closest direct competitor to FJL in terms of branch-led residential sales and lettings in London.
• Chestertons: Chestertons is a long-established London-focused estate and letting agency operating across prime central London neighborhoods. Overlaps directly with FJL on residential sales, lettings, and property management in the same London geography.
• Winkworth: Winkworth is a London-focused estate and letting agency with a strong franchise network in London and the South East. Comparable to FJL on residential sales and lettings with neighborhood-focused local expertise.
• haart: haart is a sister brand within the Spicerhaart Group, offering residential sales and lettings across the UK. Operates under the same parent group infrastructure as FJL with overlapping service offerings and shared technologies like FLINK-style marketing.

Broad incumbents

• Savills: Savills is a global real estate services firm with a substantial London prime residential sales and lettings practice. Larger and broader than FJL, but directly comparable on London prime residential brokerage and new homes marketing.
• Knight Frank: Knight Frank is a global real estate consultancy with strong London prime residential sales, lettings, and new homes teams. Comparable to FJL in prime London residential brokerage but operates at much larger scale and broader international footprint.
• Hamptons: Hamptons is a UK-wide estate agency owned by Countrywide with a strong London and South East presence. Directly comparable on residential sales and lettings but operates as part of a much larger national group.

Emerging players

• Purplebricks: Purplebricks pioneered the UK online/hybrid estate agency model with lower fixed fees. Represents the disruptive model that competes with FJL's traditional branch-based commission approach on price and convenience.
• Yopa: Yopa is a UK online/hybrid estate agency offering fixed-fee services with local agents. Competes with FJL on price-sensitive seller segments and represents a tech-enabled alternative to traditional branch-based models.

Others

• Rightmove: Rightmove is the dominant UK property portal where FJL lists the majority of its inventory. It is an ecosystem participant rather than a competitor, but its fee structure and audience reach directly shape FJL's distribution economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/FelicityJLord
• Facebookfacebook.com/FelicityJLord

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Felicity J. Lord