Slater Hogg & Howison

What Slater Hogg & Howison does

Slater Hogg & Howison is a Scottish estate and lettings agency operating as a trading name of Countrywide Estate Agents Limited (England, registered 00789476) and Countrywide Residential Lettings Limited (England, registered 02995024), both private limited companies within Countrywide, which itself sits inside the Connells Group, the UK's largest property group (Connells acquired Countrywide in 2020). The company self-describes as the largest estate and lettings agent in Scotland, running 25+ branches across West Central Scotland spanning Glasgow, Ayr, Dundee, Falkirk, Hamilton, East Kilbride, Helensburgh, Kilmarnock, and surrounding towns. Service lines cover residential property sales, lettings and property management, mortgages (via Countrywide Principal Services, FCA FRN 301684), fixed-fee conveyancing, Home Reports, new homes, land sales, insurance, and free property valuations, with the company claiming approximately 50 years of local trading history and 9 consecutive ESTAs "Best Large Estate Agent" awards.

The underlying technology is a traditional high-street agency platform augmented by a small set of digital tools: a Homeflow-powered website with online property search and a 60-second instant valuation tool, an Adfenix-powered social media advertising service (claim: 37% more viewings, 7-day faster sales), a 24/7 landlord portal, a Fixflo-integrated tenant repair-reporting system, premium listings on Rightmove, Zoopla, and OnTheMarket, and a Buzzsprout-hosted "Let's Talk Lettings" podcast. No proprietary AI, marketplace platform, or software product is offered externally; the digital layer is integration-led rather than built in-house.

The business model is predominantly transactional and commission-based for sales (no-sale-no-fee pricing) combined with recurring monthly fees for managed lettings (Full Management, Rent Collect, and Let Only tiers) and cross-sell fees from mortgages, conveyancing, and insurance. The go-to-market is sales-led and direct-to-consumer via local branches and digital channels, with a 60,000+ active-buyer database used for matching and a national-property-portal presence for listing distribution. Revenue is not publicly disclosed and the company is privately held within the Connells Group.

Name

Slater Hogg & Howison

Legal name

Slater Hogg & Howison

Website

https://slaterhogg.co.uk

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

101–250 employees

Short description

Slater Hogg & Howison is Scotland's largest estate and lettings agent, operating 25+ branches across West Central Scotland under the Countrywide/Connells Group, providing residential property sales, lettings, mortgages, conveyancing, and property management to individual buyers, sellers, landlords, and tenants.

Ownership category

akta.pro rank

Product category

Residential Real Estate Services

NAICS

Offices of Real Estate Agents and Brokers (53121)

SIC

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

akta.pro primary industry

Buyer Representation Services (BPAJAAAJ)

Keywords

• Residential estate agency
• Property lettings services
• Residential property sales
• Mortgage advisory services
• Property management

Headquarters

HQ city

Glasgow

HQ country

United Kingdom

HQ region

Europe

Offices21 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 fees for residential property sales. No sale, no fee model offered.
2. Lettings and Property Management: Full management service, rent collect, and let-only services for landlords. Service packages tailored to landlord needs.
3. Mortgage Services: Mortgage advisory services through Countrywide Mortgage Services, comparing thousands of mortgage products from lenders.
4. Conveyancing Services: Fixed-fee legal services for property transactions with no sale no legal fees guarantee.
5. Insurance Services: Homeowner, landlord, tenant insurance, life insurance, income protection, and critical illness policies.
6. Property Valuations: Free instant and expert valuations to attract clients into the sales and lettings funnel.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Slater Hogg & Howison is a full-service residential estate and lettings agency operating 25+ branches across West Central Scotland, providing property sales, lettings, property management, mortgage advisory, conveyancing, and insurance services. It serves individual home buyers, sellers, landlords, and tenants with a no sale no fee sales model and flexible landlord service packages (Full Management, Rent Collect, Let Only).

Product overview

Slater Hogg & Howison is the largest estate and lettings agent in Scotland, operating as part of the Countrywide Group (UK's largest estate agency group). The offering consists of a unified estate agency service (Slater Hogg & Howison brand) providing residential property sales and lettings, supplemented by integrated supporting services including Slater Hogg Mortgage Services for mortgage advice, conveyancing, property valuations, insurance, Home Reports, new homes, land sales, and property management. The core sales and lettings operations are supported by digital tools including a Premium Marketing Pack, Social Media Advertising, landlord portals, and the Let's Talk Lettings podcast. With over 25 branches across West Central Scotland and a database of 60,000 active buyers, the business combines local expertise with national backing.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Property Sales Full-service residential property sales service including property valuation, marketing, viewings, negotiation, and conveyancing support for individual home sellers across Scotland. Operates on a no-sale-no-fee basis with access to a 60,000+ active buyer database.
• Property Lettings Residential lettings service for landlords including tenant finding, rent collection, property management, and maintenance coordination. Properties are marketed on Rightmove, Zoopla, and OnTheMarket portals.
• Landlord Service Packages Tiered landlord services offering Full Management (comprehensive marketing, tenant sourcing, rent collection, repairs, 24/7 support), Rent Collect (for self-managing landlords), and Let Only (transactional tenant finding) options. Includes 24/7 online landlord portal access.
• Slater Hogg Mortgage Services Mortgage advisory and comparison service provided through Countrywide Mortgage Services, offering access to thousands of mortgage products from a panel of lenders, including first-time buyer, buy-to-let, and remortgage options. FCA-regulated (FRN 301684).
• Conveyancing Services Fixed-fee property legal services for buyers and sellers, including online case tracking and managed sale/purchase progression through an approved solicitor panel. No legal fees charged if the sale falls through.
• Property Valuation Free instant online 60-second property valuations and expert in-person valuations provided to potential sellers and landlords to determine market value and attract them into the sales/lettings funnel.
• Insurance Services Range of insurance products including homeowner, landlord, and tenant insurance, as well as life insurance, income protection, and critical illness cover for property buyers, sellers, landlords, and tenants.
• Home Report Scottish-specific property report required for residential property sales in Scotland, providing mortgage valuation, energy performance certificate, and property running cost information for buyers.
• New Homes New build property purchase service working with housebuilders to offer new homes with customisation options and Help to Buy (Scotland) scheme eligibility for buyers.
• Land Sales Land purchase and sales service for residential and commercial development sites throughout the UK, delivered through Countrywide's national land division.
• Property Management Comprehensive property management for residential, leasehold, estate, and commercial properties including rent collection, maintenance coordination, and arrears management.
• Premium Marketing Pack Enhanced property marketing package including professional photography, floor plans, showcase video, social media reel, and premium listings on Rightmove, Zoopla, and OnTheMarket to maximise property visibility and buyer interest.
• Social Media Advertising Targeted social media advertising service for property sellers, using demographic, postcode, and hobby-based targeting via Adfenix technology to reach potential buyers and generate 37% more viewings and 7 days faster sales than traditional social media advertising.
• 24/7 Online Repair Reporting 24/7 online repair reporting service for rental property tenants, enabled through Fixflo integration, allowing maintenance issues to be logged anytime via the Slater Hogg website.

Quantifiable outcome

• 37% more property viewings with social media advertising vs traditional social media adverts
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature4 records

Partnerships

Ten partnerships are on record, tiered core, major and supporting.

• CountrywidecoreOthersSlater Hogg & Howison is a trading name of Countrywide Estate Agents Limited and Countrywide Residential Lettings Limited. Part of the UK's largest Estate Agency group providing scale, resources, and comprehensive property services including mortgage, conveyancing, and insurance.
• Connells GroupcoreOthersCountrywide is part of the Connells Group, the UK's largest mortgage broker and estate agency group. The relationship provides access to extensive resources, training, and career development opportunities.
• Countrywide Mortgage Services (Countrywide Principal Services Ltd)coreImplementation/ SI/ Consulting PartnerSlater Hogg Mortgage Services is a trading name of Countrywide Principal Services Ltd, authorised and regulated by the FCA (FRN 301684). Provides mortgage advisory services comparing thousands of mortgage products from lenders.
• RightmovemajorTechnology or IntegrationProperties are promoted on Rightmove, the UK's largest property portal, generating additional tenant and buyer interest for landlords.
• ZooplamajorTechnology or IntegrationProperties are promoted on Zoopla to reach additional potential buyers and tenants across the UK property market.
• FixflosupportingTechnology or IntegrationOnline repair reporting service integrated into Slater Hogg website, allowing tenants to report maintenance issues 24/7.
• NAEA PropertymarksupportingOthersMember of NAEA Propertymark for sales operations, ensuring adherence to industry standards and professional practices.
• ARLA PropertymarksupportingOthersMember of ARLA Propertymark for lettings operations, with Client Money Protection Scheme coverage for client funds.
• The Property Ombudsman (TPO)supportingOthersMember of The Property Ombudsman scheme providing independent dispute resolution for customers.
• Financial Conduct Authority (FCA)coreOthersSlater Hogg Mortgage Services is authorised and regulated by the Financial Conduct Authority (Firm Reference Number 301684) for mortgage services.

Scale indicators12 records

Recent moves1 record

Expansion highlights4 records

Regional players

• DJ Alexander: Largest independent estate and lettings agency in Scotland, headquartered in Edinburgh with a similar full-service sales, lettings, and property management proposition. Directly comparable Scottish competitor to Slater Hogg & Howison, particularly in the Central Belt.

Broad incumbents

• Savills: Global real estate services firm with a substantial UK residential sales, lettings, and mortgage business. While positioned at the premium end, it overlaps with Slater Hogg on residential agency services and the integrated property services stack.
• Connells Group: Ultimate parent group and the UK's largest property services group. Connells owns Countrywide and runs a comparable high-street estate agency, lettings, and mortgage advisory franchise model that Slater Hogg benefits from and is benchmarked against.
• Countrywide: Slater Hogg & Howison is a trading name of Countrywide Estate Agents Limited. Countrywide is the direct parent and operates the wider UK estate agency network of which Slater Hogg forms the Scottish flagship, sharing products, portals, and back-office services.
• LSL Property Services: UK-listed parent of Your Move and other estate agency brands, providing mortgage advisory, surveying, and conveyancing services. Comparable group structure to Connells/Countrywide (the parent that owns Slater Hogg) with similar full-stack property services ambitions.
• Knight Frank: International real estate consultancy with a UK residential sales and lettings practice. Comparable offering on the agency and advisory side, with a similar full-service buyer/seller/landlord proposition, though more premium-priced.

Emerging players

• Purplebricks: Online-only hybrid estate agent that pioneered the lower-fixed-fee model in the UK. While its direct-to-consumer proposition is materially different from Slater Hogg's branch model, it competes for the same seller/landlord and exerts pricing pressure on commission rates.

Direct peers

• Foxtons: UK-listed estate agency with a branch-based sales and lettings model selling property on commission alongside mortgage and conveyancing services. Comparable product structure and revenue model, although more London-centric than Slater Hogg's Scottish footprint.
• Your Move: LSL Property Services' high-street estate and lettings brand with a comparable multi-branch, full-service sales/lettings/mortgage proposition. Direct competitor to Slater Hogg in the UK regional agency market with similar transactional and recurring revenue mix.
• Reeds Rains: Long-established UK high-street estate and lettings agency offering sales, lettings, and mortgage advisory. Closely comparable to Slater Hogg in branch-based service mix and target customer (residential buyers, sellers, landlords).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/SlaterHoggAndHowisonLettingsDundee

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

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 Slater Hogg & Howison