What Sequence UK does

Sequence UK is a national UK estate and letting agency network operated by Sequence (UK) Limited, a private limited company registered in England and Wales (company number 4268443) and part of the Connells Group of companies, which is itself backed by Skipton Building Society and described as the UK's largest estate agency group with over 1,250 branches UK wide. The business operates through 320+ owned-and-operated branches trading under a portfolio of 12+ heritage brands including Sequence, Barnard Marcus, William H Brown, Allen & Harris, Bagshaws Residential, Barnfields, Brown & Merry, Fox & Sons, Holroyds, Jones & Chapman, Knight Partnership, Manners & Harrison, Roger Platt, Shipways, Swetenhams, Tylers, and Porter Glenny. At scrape, 17,499 properties were listed for sale across the network. The company's primary customers are home sellers, buyers, landlords, and tenants across the UK residential market, with additional specialist services for new-homes developers, corporate letting clients, and property investors.

The technology platform is built on the third-party Homeflow property listings and CRM system, with a 'MyAccount' portal providing 24/7 saved-property email alerts, online valuation booking, and integrated search; 'Help to Find' as a proactive buyer-matching service; automatic syndication of every property to Rightmove, Zoopla, and OnTheMarket; and interactive media (virtual tours, floorplans, EPC charts) embedded in listings. Additional services include auctions (traditional and Modern Method of Auction in partnership with iamsold Limited, with a 4.5% min £6,600 inc. VAT reservation fee), in-branch mortgage advice (as appointed representative of Connells Limited, FCA Reg. 302221), conveyancing, surveys, insurance referral (including Allianz), wills, shared ownership, and new-homes sales. Distribution is primarily through the national branch network complemented by the Sequence website, the Big 3 property portals, and in-person home valuations.

Revenue is generated on a transaction and referral basis: sales commission on residential property sales, letting and tenant-find fees, mortgage referral commissions, conveyancing and survey fees, auction reservation fees, insurance referral income, land and new-homes development commissions, and ancillary services such as wills. Pricing is quote-based at branch level, with the free property valuation acting as the principal lead-generation entry point. Sequence is led by CEO David Plumtree, with operational leadership including Area Director Peter Ford (30+ years industry experience) and specialist partners across new homes, lettings, mortgage services, and branch management. The firm is privately held with no public listing, no disclosed funding rounds, and no cap-table detail available; financial reporting is consolidated within the Connells Group.

Name

Sequence UK

Legal name

Sequence (UK) Limited

Website

https://sequencehome.co.uk

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Sequence UK is a national UK estate and letting agency network with 320+ branches operating under 12+ heritage brands including Barnard Marcus and William H Brown, part of Connells Group. It provides residential sales, lettings, mortgages, conveyancing, and related property services to home buyers, sellers, landlords, and tenants across the UK.

Ownership category

akta.pro rank

Headquarters

HQ city

Leighton Buzzard

HQ country

United Kingdom

HQ region

Europe

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Sales commission (residential property sales): Estate agency commission earned on residential property sales transacted through Sequence and its trading-name branches; principal revenue stream tied to a network of 320+ offices listing on Rightmove, Zoopla, and OnTheMarket.
2. Letting and tenant-find fees: Revenue from residential lettings including tenant-finding, full management, and corporate letting services. Holding deposits (£323–£334) and security deposits (e.g., £1,673 on a 2-bed) plus agency fees disclosed per property.
3. Mortgage referral fees: Sequence (UK) Limited acts as an appointed representative of Connells Limited (FCA Reg. 302221) for regulated mortgage and non-investment insurance contracts, earning referral/commission on mortgage products arranged through in-branch Mortgage Consultants.
4. Conveyancing, surveys and valuation fees: Fee income from in-house and partner conveyancing, property surveys and valuations offered as part of the property-moving service bundle.
5. Auction fees (Modern Method of Auction): Non-refundable reservation fees (4.5% of purchase price, minimum £6,600 inc. VAT) plus up to £349 inc. VAT towards Buyer Information Pack preparation, collected via partner iamsold Limited.
6. Portfolio landlord and corporate letting services: Dedicated portfolio service for multi-property landlords and a corporate lettings offering, generating recurring management fee income at scale.
7. Insurance and protection referral: Sequence is an appointed representative of Connells Limited for non-investment insurance contracts, earning commission on home insurance, mortgage payment protection (e.g., Allianz products), and related covers.
8. Land, new homes and shared ownership sales: Specialist desks (e.g., Heidi Rhodes, New Homes Board of Management Partner) sell land to developers and market new-build and shared-ownership properties, earning commission and sometimes marketing fees from developer clients.
9. Wills and ancillary services: Wills, 'Select' premium marketing, and additional ancillary services offered as part of the home-moving journey, generating referral or service fees.

Pricing tiers

Go-to-market motion5 records

Distribution channels6 records

Marketing channels9 records

Core offering

Sequence UK is a national estate agency network with 320+ branches across the UK providing residential property sales, lettings, and full home-moving services. The network also delivers mortgage broking, conveyancing, surveys and valuations, auctions (traditional and Modern Method), insurance and protection, and wills services under a multi-brand model. It operates as part of the Connells Group, with sub-brands targeting distinct market segments.

Product overview

Sequence UK is a single unified service platform — operated by Sequence (UK) Limited, part of the Connells Group — that delivers residential sales, lettings, and a complete suite of home-moving services through one national network. The core brand Sequence sits alongside 12+ trading sub-brands (Allen & Harris, Bagshaws Residential, Barnard Marcus, Barnfields, Brown & Merry, Fox & Sons, Holroyds, Jones & Chapman, Knight Partnership, Manners & Harrison, Roger Platt, Shipways, Swetenhams, Tylers, William H Brown, Porter Glenny and Porter Glenny New Homes), which share the same underlying products. Layered on top are add-on modules: Auctions and Modern Method of Auction (via iamsold), Mortgage Services (through Connells Limited), Conveyancing, Survey and Valuation, Insurance and Protection, Wills, Shared Ownership, New Homes, Land, Corporate Lettings, and the premium Select and Portfolio marketing tiers. Digital layers include the myaccount online portal (24/7 access, saved properties, email alerts), the Help to Find buyer-matching service, listings syndicated to Rightmove, Zoopla and OnTheMarket, and Feefo-powered customer reviews.

Differentiator

Problem solved

Functional benefit

Brands

• Allen & Harris: Estate agency trading name within the Sequence network, providing sales, lettings and related property services.
• Bagshaws Residential
• Barnard Marcus
• Barnfields
• Brown & Merry
• Fox & Sons
• Holroyds
• Jones & Chapman
• Knight Partnership
• Manners & Harrison
• Porter Glenny
• Porter Glenny New Homes
• Roger Platt
• Shipways
• Swetenhams
• Tylers
• William H Brown

Products and services

• Residential Sales End-to-end residential property sales service including market appraisal, property marketing, accompanied viewings, offer negotiation, and sales progression through to completion, delivered through Sequence UK's 320+ branches.
• Residential Lettings Lettings service covering tenant find, full property management, rent collection, and deposit registration for individual and portfolio landlords, delivered through branch-based letting teams.
• Mortgage Services Regulated mortgage broking service providing product search, recommendation, and application support for residential, buy-to-let, and remortgage borrowers, embedded within the branch network.
• Conveyancing Property legal services covering the legal transfer of ownership for buyers and sellers, including contract preparation, searches, exchange, and completion, provided as a coordinated add-on to sales and remortgage transactions.
• Survey and Valuation Property valuation and survey service covering market appraisals for sellers, mortgage valuations for lenders, and homebuyer reports/building surveys for purchasers.
• Auctions Traditional in-room property auction service enabling sellers to dispose of property via a public auction event with completion on the fall of the hammer.
• Modern Method of Auction Online conditional auction service allowing properties to be sold via a secure online bidding process with a reservation/buyer's premium fee, providing an alternative disposal route to traditional auction.
• Insurance and Protection Insurance intermediary service arranging home, landlord, mortgage protection, and other general insurance products for buyers, sellers, and landlords using the network's services.
• Wills Will writing service for homeowners, buyers, and sellers requiring a simple will as part of their property transaction or estate planning.
• New Homes
• Shared Ownership Specialist sales service for shared ownership homes, including new-build shared ownership sales and resale of existing shared ownership properties, with associated eligibility and scheme administration.
• Land Land sales service disposing of residential and development land plots for landowners, investors, and developers, typically via private treaty or auction.
• Corporate Lettings Corporate lettings service tailored to institutional landlords, relocation agents, and corporate tenants, providing bulk tenant placement, account management, and portfolio-level reporting.

Quantifiable outcome

• 17,499 properties listed for sale across the Sequence network
• +3 more outcomes

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature6 records

Partnerships

Eleven partnerships are on record, tiered core, flagship and minor.

• RightmovecoreGTM or Marketing PartnerRightmove is one of the UK's 'Big 3' property portals on which every Sequence property is listed to maximise buyer exposure. The portal is part of the core 'we list on the Big 3 portals' value proposition shown on the Sequence homepage.
• ZooplacoreGTM or Marketing PartnerZoopla is one of the UK's 'Big 3' property portals on which Sequence lists every property. The Zoopla logo is shown in the 'We advertise on' footer section of sequencehome.co.uk.
• OnTheMarketcoreGTM or Marketing PartnerOnTheMarket is the third of the UK's 'Big 3' property portals on which Sequence lists properties for sale and to rent, completing the portal-exposure trio central to its marketing proposition.
• Connells LimitedflagshipStrategic or Co-development PartnerSequence (UK) Limited acts as an appointed representative of Connells Limited (FCA Reg. 302221) for regulated mortgages and non-investment insurance contracts. Connells is also Sequence's parent group company.
• Connells GroupflagshipStrategic or Co-development PartnerSequence (UK) Limited is part of the Connells Group of companies — described as the UK's number 1 estate agency group with over 1,250 branches UK wide and backed by the Skipton Building Society. Provides shared infrastructure and brand portfolio.
• HomeflowcoreTechnology or IntegrationSequence's website and property platform (sequencehome.co.uk, including MyAccount, search, listings CMS, branch admin, accessibility tools) is powered by Homeflow — 'Website powered by Homeflow' shown in footer.
• Dementia UKcoreGTM or Marketing PartnerSequence's named charity partner. Funds raised through staff and customer fundraising campaigns, with a JustGiving page (Connells Group & Dementia UK) supporting Admiral Nurses specialist dementia support.
• iamsold LimitedcoreChannel Partner/ Reseller/ DistributorAuctioneer partner for the Modern Method of Auction offering. Buyer data is shared with iamsold when an offer/bid is made; reservations carry a non-refundable 4.5% (min £6,600 inc. VAT) fee with a 56-day completion window.
• ARLA PropertymarkminorOthersProfessional body membership displayed in the 'trust in us' section of the About-Us page and homepage, providing lettings-compliance credibility.
• Relay UKminorOthersFree BT service used by Sequence to support deaf, hearing-impaired or speech-impaired customers via a relay assistant for phone calls.
• Sister trading-name brands (Allen & Harris, Bagshaws Residential, Barnard Marcus, Barnfields, Brown & Merry, Fox & Sons, Holroyds, Jones & Chapman, Knight Partnership, Manners & Harrison, Roger Platt, Shipways, Swetenhams, Tylers, William H Brown, Porter Glenny)flagshipOEM/ Whitelabel/ Licensing PartnerSister brands operated as trading names under Sequence (UK) Limited / Connells Group, each retaining a distinct local identity (some over 100 years old) while sharing back-office and infrastructure. Listed in the 'our estate agents' and 'Part of Sequence group' sections of the homepage.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Savills: Global real estate services firm with a UK residential sales and lettings agency business offering a comparable mix of sales, lettings, mortgage advisory and related home-moving services across the UK.
• LSL Property Services (Your Move, Reeds Rains): UK listed property services group owning multiple estate and letting agency brands with a branch network, mortgage and surveying services — directly comparable multi-brand residential agency platform.
• Knight Frank: Global property consultancy with a substantial UK residential estate agency arm offering sales, lettings and new homes services targeting similar premium and mainstream UK markets.
• Connells Group (parent): Parent group of Sequence (UK) Limited and the UK's largest estate agency group with 1,250+ branches; relevant for shared services, mortgage infrastructure and group-level strategic context.

Direct peers

• Foxtons: London-focused UK estate and letting agency operating a branch-based sales and lettings model with comparable commission-driven revenue and strong brand recognition in prime markets.
• Winkworth: UK franchised estate and letting agency network with a comparable multi-office sales and lettings model and similar reliance on portal listings for buyer exposure.
• Hunters Property Group: UK national estate agency franchise network providing residential sales, lettings and mortgage services with a comparable multi-branch distribution strategy.

Emerging players

• Yopa: UK hybrid estate agency offering fixed-fee sales packages supported by local property experts, competing for instruction volume in the same UK residential market.
• Strike: UK online estate agent providing low fixed-fee sales packages, putting downward pressure on commission rates in the entry-level segment where Sequence competes.
• Purplebricks: UK hybrid online estate agent offering lower fixed-fee sales packages, directly competing for instruction share against traditional branch-based agencies like Sequence.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/SequenceUK
• Facebookfacebook.com/SequenceUK
• LinkedInlinkedin.com/company/sequence-uk-ltd

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries17 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 Sequence UK