What Haybrook does

Haybrook is a UK residential estate and letting agency operating as a trading style of Spicerhaart Estate Agents Limited and Spicerhaart Residential Lettings Limited, part of Spicerhaart Group (described as the UK's largest independent estate agent). The company serves home buyers, home sellers, landlords, tenants, developers, and property investors through 9 physical branches across South Yorkshire (Banner Cross, Barnsley, Chapeltown, Chesterfield, Crookes, Crystal Peaks, Gleadless, Hillsborough, Rotherham, and Swinton), supported by a phone-based sales operation (0345 481 0732, 8am-10pm) and online property search functionality. At any one time, approximately 20,000 homes worth £3bn are available across the Haybrook network, and the company serves tens of thousands of customers annually.

The company's primary technology differentiator is FLINK, a proprietary social media advertising platform that creates 40 ad variants per property, uses audience data from Google, Facebook, Instagram, and Twitter to identify passive buyers not actively searching property portals, and continuously optimizes campaigns in real-time. Haybrook claims FLINK delivers 23% more clicks than Rightmove alone, 49% more viewings, 3-6% higher sale prices, and 27% shorter sales times. The platform is a registered trademark of Haybrook/Spicerhaart. Integrated service offerings include Just Mortgages (mortgage brokerage via The Openwork Partnership), Spicerhaart Part Exchange, Valunation (national valuation business), and a specialist Land and New Homes division serving developers and investors.

Haybrook's revenue model is diversified across four streams: commission-based estate agency sales fees, recurring lettings fees (Full Management, Rent Collection, and Let Only tiers), affiliate referrals to Just Mortgages for mortgage brokerage, and transaction fees from the Land and New Homes division. Distribution occurs through physical branches, online portals (Rightmove, OnTheMarket), the proprietary FLINK social media channel, email property alerts, and content marketing. The company maintains standard industry accreditations including The Property Ombudsman, ARLA, NALS, SAFEagent, and Propertymark Client Money Protection, and holds the Armed Forces Covenant Gold Award.

Name

Haybrook

Legal name

Spicerhaart Estate Agents Limited

Website

https://haybrook.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Haybrook is a South Yorkshire-based estate and letting agency and trading style of Spicerhaart Group (UK's largest independent estate agent), providing residential sales, lettings, mortgage introductions, and new homes services across 9 branches, differentiated by its proprietary FLINK social media advertising technology.

Ownership category

akta.pro rank

Headquarters

HQ city

Colchester

HQ country

United Kingdom

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Estate Agency Sales Commission: Commission-based fees earned when properties are sold through Haybrook branches. The company helps sellers achieve the best possible price through their FLINK marketing technology and local expertise.
2. Lettings and Rental Services: Fees charged to landlords for letting services including Full Management, Rent Collection, and Let Only options. Also earns fees from tenants for rental transactions.
3. Financial Services Introduction: Haybrook introduces customers to Just Mortgages for mortgage advisory services. Just Mortgages is a trading name of Just Mortgages Direct Limited, an appointed representative of The Openwork Partnership.
4. Land and New Homes: Specialist division selling new-build homes for developers and house builders, offering advisory, land sourcing, planning, and sales and marketing services.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Haybrook is a UK estate and letting agency (a trading style of Spicerhaart Estate Agents Limited and Spicerhaart Residential Lettings Limited) that sells residential property, lets and manages rental properties on behalf of landlords, and supports developers in selling new-build homes through a dedicated Land & New Homes division. It differentiates via FLINK, a proprietary social media advertising system that targets buyers outside traditional property portals.

Product overview

Haybrook operates as a multi-service property company offering estate agency (buying/selling), lettings, and financial services. The core product portfolio includes Haybrook Estate Agency for sales, Haybrook Lettings for rental management, and FLINK - a proprietary social media advertising technology that sets the company apart by targeting buyers not actively searching property portals. Associated services include Just Mortgages (mortgage brokerage), Valunation (property valuation), and a specialist Land & New Homes division. The company operates over 100 branches as part of the UK's largest independent estate agency group, Spicerhaart. Digital tools include an Instant Valuation tool and Property Alerts registration service. The FLINK technology creates 40 ad variants per property shared across social media with real-time optimization, while traditional services include Full Management, Rent Collection, and Let Only landlord options.

Differentiator

Problem solved

Functional benefit

Brands

• FLINK: Exclusive property marketing technology that shares multiple ads for properties across social media to reach potential buyers.

Products and services

• Haybrook Estate Agency (Sales) Full-service residential estate agency helping homeowners sell their property across South Yorkshire, with expert local knowledge, branch-based face-to-face consultations, and FLINK-backed social media marketing.
• Haybrook Lettings Residential lettings and property management service offering Full Management, Rent Collection, and Let Only options to landlords, with thousands of managed rental properties available to tenants across South Yorkshire.
• FLINK Social Media Advertising Technology Proprietary intelligent social media advertising technology that creates 40 ad variants per property, targets passive buyers outside property portals, and optimises ads in real time; used to market properties for sale.
• Land & New Homes Division

Quantifiable outcome

• 23% more clicks than Rightmove alone
• +4 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature3 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• Tree-NationminorStrategic or Co-development Partner · 1 January 2021Tree-Nation partnership for Spicerhaart's Carbon Positive Promise. In 2021, Spicerhaart committed to measure, report and reduce carbon footprint with Tree-Nation's help, achieving carbon positive status within five years.
• Just MortgagescoreGTM or Marketing PartnerHaybrook introduces customers to Just Mortgages for mortgage advisory 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 complete financial services for property transactions.
• ValunationcoreStrategic or Co-development PartnerNational home valuation business operated as part of the Haybrook/Spicerhaart ecosystem. Provides expert property valuations for sellers and buyers.
• Spicerhaart Part ExchangecoreStrategic or Co-development PartnerPart of the Spicerhaart Group offering part exchange services to help buyers purchase new homes by using their existing property as part payment.
• The Property Ombudsman (TPOS)coreOthersLeading member of The Property Ombudsman scheme. Haybrook subscribes to its Code of Practice and complaints procedure.
• Association of Residential Letting Agents (ARLA)coreOthersLeading member of ARLA, a professional body for letting agents in the UK.
• National Approved Letting Scheme (NALS)coreOthersMember of NALS, a client money protection scheme for lettings agents.
• SAFEagentminorOthersFounding member of SAFEagent scheme, a consumer protection scheme for letting agents.
• RightmovecoreChannel Partner/ Reseller/ DistributorPrimary property portal where Haybrook lists properties for sale and rent, reaching millions of property hunters.
• OnTheMarketcoreChannel Partner/ Reseller/ DistributorProperty portal partner where Haybrook lists properties for sale and rent.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Connells Group: One of the UK's largest estate agency and lettings groups, with a national branch network offering residential sales, lettings, mortgage and conveyancing services directly comparable to Haybrook's full-service model.
• Yopa: UK hybrid estate agent combining online platform with local property agents, competing in the same seller segment as Haybrook but with a lower-fee commission model.
• Foxtons: London-centric but nationally recognized UK estate and lettings agent with in-branch sales model and proprietary technology, comparable on service breadth if not on regional focus.
• Hunters Property Group: National UK estate agency franchise network offering residential sales, lettings, and mortgage services across regional markets, directly overlapping Haybrook's service mix and geographic profile.
• Belvoir: UK national network specializing in residential lettings and property management with franchise branches, overlapping directly with Haybrook's Full Management, Rent Collection, and Let Only services.
• Purplebricks: UK hybrid estate agent offering fixed-fee sales with online platform plus local property partners, directly competing for the same seller segment that FLINK is designed to defend for Haybrook.
• Martin & Co: UK lettings-focused franchise network offering residential property management and sales, directly comparable to Haybrook's lettings business and franchise-style branch model.

Broad incumbents

• LSL Property Services: UK-listed parent of Your Move, Reeds Rains, and Mortgage Services Bureau, operating a comparable multi-brand estate agency, lettings, and financial services model with national branch coverage.
• Savills: Global real estate services firm with UK residential sales, lettings, and new homes operations, comparable on full-service positioning though skewed to higher-value segments than Haybrook.
• Knight Frank: Global real estate consultancy with UK residential sales, lettings, and new homes services, comparable in service breadth though focused on prime and international segments relative to Haybrook's mid-market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/haybrookuk
• Facebookfacebook.com/Haybrook.Estate.Agents
• LinkedInlinkedin.com/company/haybrook-estate-agents

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries3 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 Haybrook