What Dixons does

Dixons is a traditional high-street estate and letting agency operating 20 branches across Staffordshire, the West Midlands, and Worcestershire in the United Kingdom. It is a trading name of Countrywide Estate Agents Limited (legal entity for sales, registered in England number 00789476) and Countrywide Residential Lettings Limited (lettings, number 02995024), both part of Connells Group — the UK's largest property services group. The firm serves individual sellers, buyers, landlords, tenants, and developers with a bundled property services stack: residential sales (60,000 active buyers in the marketing database), residential lettings across tiered service lines (Marketing Only, Let Only, Let & Rent Collection, Full Management with 24/7 landlord portal), mortgage broking (Countrywide Mortgage Services), conveyancing with fixed fees (Countrywide Home Conveyancing), insurance products, surveying, EPCs, modern-method auctions, land sales, and a Land & New Homes division selling approximately 4,000 new-build units per year.

Name

Dixons

Legal name

Dixons is a trading name of Countrywide Estate Agents Limited (Registered in England Number 00789476) and Countrywide Residential Lettings Limited (Registered in England Number 02995024)

Website

https://dixonsestateagents.co.uk

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1–10 employees

Short description

Dixons is a Midlands-based estate and letting agency operating 20 branches under Countrywide/Connells Group, serving residential buyers, sellers, landlords, tenants, and developers with bundled sales, lettings, mortgage, conveyancing, and insurance services.

Ownership category

akta.pro rank

Product category

Residential Estate and Letting Agency Services

NAICS

Offices of Real Estate Agents and Brokers (53121), Mortgage and Nonmortgage Loan Brokers (522310)

SIC

Real Estate Agents & Managers (For Others) (6531), Loan Brokers (6163)

akta.pro primary industry

Seller Representation & Listing Services (BPAJAAAK)

akta.pro secondary industries

Buyer Representation Services (BPAJAAAJ), Retail Residential Mortgage Brokers (Purchase & Refinance) (FSALABAA)

Keywords

• Residential property sales
• Residential lettings
• Property management services
• Mortgage brokering
• Property auctions

Headquarters

HQ city

Halesowen

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. Sales Commission: Commission earned on successful property sales. The company operates on a 'no sale, no sales fee' model, meaning fees are only charged upon completion of a sale.
2. Lettings Fees: Fees charged to landlords for letting services including tenant find, rent collection, and full property management. Multiple service tiers available from marketing only to full management.
3. Mortgage Services Commission: Commission from Countrywide Mortgage Services for arranging mortgage products from panel of lenders.
4. Insurance Products: Commission from insurance products including homeowner, landlord, tenant, life, income protection, and critical illness insurance through Countrywide.
5. Conveyancing Services: Legal services for property transactions through Countrywide Home Conveyancing, with transparent fixed fees.
6. New Homes Sales: Commission from developers for sales and marketing of new build properties, handling around 4000 new homes annually.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Dixons is a regional UK estate and letting agency providing residential property sales, lettings, and full property management through 20 branches across Staffordshire, West Midlands, and Worcestershire. The firm supplements its core agency services with mortgage brokering (via Countrywide Mortgage Services), conveyancing, insurance products, property auctions, land sales, and a specialist Land & New Homes division for property developers.

Product overview

Dixons is a traditional estate and letting agency operating 20 branches across Staffordshire, West Midlands and Worcestershire as part of Countrywide (a subsidiary of the Connells Group), the UK's largest property services group. Its product portfolio centres on residential property sales, lettings, and associated property services. The core offering spans property sales (with a database of 60,000 active buyers) and residential lettings (managing over 70,000 properties), supported by Countrywide Mortgage Services (mortgage brokering across thousands of lender deals), Home Conveyancing (fixed-fee legal transfer services), and Insurance Products (homeowner, landlord, and tenant policies through Countrywide). Adjacent services include Land & New Homes (selling ~4,000 new homes/year for developers), Shared Ownership, Property Auctions, Land Sales, EPCs, and Property Valuation. Landlord services are structured in tiers: Full Management Service (complete oversight with 24/7 landlord portal), Let & Rent Collection, and Let Only. Premium add-on features include the Premium Marketing Pack (professional photography, Rightmove/Zoopla/OnTheMarket premium listings, social media adverts, and property video trailers) and the Zero Deposit Guarantee for tenants. Complementary digital tools include a Mortgage Calculator, the Let's Talk Lettings Podcast, and the Dixons Property Blog offering market insight and guidance.

Differentiator

Problem solved

Functional benefit

Products and services

• Property Sales Full residential property sales service covering property search, professional valuations, marketing, viewings, and sales progression across 20 branches in Staffordshire, West Midlands, and Worcestershire, operated under a no-sale, no-fee commission model.
• Lettings Residential letting and tenant-finding service including tenant sourcing, referencing, tenancy agreements, and ongoing management options across 20 branches.
• Full Management Service Comprehensive lettings and property management service for landlords including digital and personal marketing, tenant referencing, rent collection, property maintenance coordination, and 24/7 access to the landlord web portal.
• Let & Rent Collection Lettings service for landlords who handle their own maintenance queries, with the agency sourcing tenants and collecting rent on their behalf.
• Let Only Tenant placement service for landlords who manage their own rent collection and property oversight, covering marketing, viewings, referencing, and move-in.
• Countrywide Mortgage Services Mortgage advisory and brokering service delivered through Countrywide Principal Services, comparing thousands of mortgage deals from a panel of high-street and specialist lenders, with in-branch consultants, an online mortgage calculator, and agreement-in-principle support.
• Home Conveyancing Property law and legal transfer service covering sale, purchase, and remortgage transactions through Countrywide Home Conveyancing, with transparent fixed legal fees held for the duration of the transaction and 24/7 online case tracking.
• Insurance Products Range of insurance products including homeowner, landlord, and tenant policies, plus life insurance, income protection, and critical illness cover, provided through Countrywide Mortgage and Insurance Services (FCA-regulated).
• Land & New Homes Specialist division sourcing and selling land and new-build properties for developers and buyers, handling single bespoke homes to major multi-unit schemes and approximately 4,000 new homes per year across the nationwide operating area.
• Shared Ownership Shared Ownership programme enabling buyers to purchase a share of a property and pay rent on the remaining portion, making homeownership more accessible.
• Property Auctions Property auction service selling residential, commercial, industrial, agricultural properties and land by public auction across the UK.
• Land Sales Service for buying and selling land, including site identification, valuation, and transaction support.
• Property Valuation Free property valuation service offering both instant 60-second online valuations and expert in-person valuations, covering both sales values and monthly lettings income estimates.
• Energy Performance Certificates (EPC) EPC assessment and certification service required for selling or letting properties, ensuring compliance with legal obligations.
• Property Surveying Range of property surveys provided through Countrywide Surveying Services to assess property condition and support renegotiation, budgeting, and planning decisions.
• Zero Deposit Guarantee Deposit-free renting alternative for tenants, replacing traditional security deposits with a low upfront payment and annual admin fee, providing landlords with equivalent protection to a six-week deposit through an FCA-regulated product in partnership with the Tenancy Deposit Scheme.

Quantifiable outcome

• 4,000 new homes sold annually through New Homes division
• +2 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and supporting.

• Countrywide (Parent Company)coreOthersDixons operates as a trading name of Countrywide Estate Agents Limited and Countrywide Residential Lettings Limited. As part of Countrywide, the largest estate agency group in the UK, Dixons has access to national network resources, buyer databases, and comprehensive property services.
• Connells GroupcoreOthersCountrywide is part of the Connells Group, the UK's largest property group. This relationship provides Dixons with significant scale and resources across the UK property market.
• Countrywide Mortgage ServicescoreStrategic or Co-development PartnerIn-branch mortgage consultants offering access to thousands of mortgage products from a panel of high street and specialist lenders. Services include mortgage calculator, agreement in principle, and full mortgage application support.
• Countrywide Insurance ServicescoreStrategic or Co-development PartnerInsurance products including homeowner, landlord, tenant, life insurance, income protection, and critical illness cover through Countrywide Principal Services Limited, FCA regulated.
• Countrywide Home ConveyancingcoreStrategic or Co-development PartnerLegal services for property transactions with offices open 7 days a week and 24-hour online case tracking. Fixed legal fees for the duration of the transaction.
• Zero Deposit / Global Property VenturessupportingGTM or Marketing PartnerPartnership offering Zero Deposit Guarantee service to tenants, providing FCA-regulated deposit replacement products in partnership with Tenancy Deposit Scheme (TDS).
• RightmovecoreChannel Partner/ Reseller/ DistributorPrimary property portal listing partner for property sales and lettings, including premium listing options.
• ZooplacoreChannel Partner/ Reseller/ DistributorProperty portal listing partner for property sales and lettings, including premium listing options.
• OnTheMarketsupportingChannel Partner/ Reseller/ DistributorProperty portal listing partner for property sales and lettings with premium listing options.
• RightmovecoreChannel Partner/ Reseller/ DistributorPromoting rental properties on Rightmove generates interest and choice of tenants for landlords.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Knight Frank: Global real estate advisory offering UK residential sales, lettings, and consultancy services. Comparable in integrated residential property services stack, though focused on premium UK segments rather than mid-market.
• Savills: Global real estate services firm offering residential sales, lettings, and mortgage advisory at the upper end of the UK market. Comparable in offering integrated property services, though positioned at a different price tier than Dixons.

Direct peers

• Martin & Co: UK franchised lettings and estate agency network with significant residential landlord focus. Comparable in tiered lettings service offerings (Full Management, Let Only, Rent Collection) and franchise/branch economics.
• Foxtons: UK estate and lettings agency with a branch-based model, integrated mortgage and surveying services, and premium sales/lettings positioning. Directly comparable business model though concentrated in London and the South East.
• Chancellors: Long-established UK regional estate and lettings agency network covering the South and Midlands. Comparable branch-based sales, lettings, and mortgage broking proposition with similar mid-market positioning to Dixons.
• Belvoir: UK franchised lettings and estate agency network with central mortgage and insurance services. Closely comparable in franchise/branch economics, integrated service stack, and SMB landlord focus.
• Spicerhaart: One of the largest UK estate agency groups, operating multiple branch-based trading brands offering sales, lettings, and mortgage services. Comparable in scale, branch-led model, and integrated mortgage/insurance offering.
• Hunters Property Group: UK franchised/branch-based estate agency network offering residential sales, lettings, and mortgage services. Closely comparable in geographic dispersion strategy and integrated service model.
• Your Move: UK regional estate and lettings agency network operating as part of LSL Property Services. Directly comparable to Dixons in offering branch-based sales, lettings, mortgage broking, and conveyancing services to UK consumers.

Emerging players

• Purplebricks: UK online/hybrid estate agent offering fixed-fee sales. Represents an alternative distribution model competing against branch-based agents like Dixons on price, though with lower-touch service.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/dixonsproperty
• LinkedInlinkedin.com/company/dixon-estates

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 Dixons