Waterfords

What Waterfords does

Waterfords is an independent UK estate agency founded in 1995 and headquartered in Camberley, operating across Surrey and Hampshire through a network of six branch offices (Camberley, Fleet, Yateley, Chobham, Englefield Green and Ashford). The company provides residential property sales, lettings and property management services, plus a dedicated Land & New Homes desk targeting developers, and offers free property valuations as the primary customer acquisition channel. Its customer base comprises four core segments: home sellers, home buyers, landlords and tenants, all served through a hybrid model combining traditional high-street agency with digital marketing (professional photography, virtual tours and listings on Zoopla, Rightmove and OnTheMarket).

The underlying technology is conventional estate agency infrastructure: a website built on the AgentKit platform, listings syndicated to the three major UK property portals, and a CRM-driven enquiry pipeline. No proprietary AI, machine-learning or data products are described. Ancillary revenue is generated through structured referral partnerships with mortgage brokers, conveyancers, surveyors and EPC providers, generating commissions in the £50–£400 per case range.

The business model blends transaction-fee sales commission with a tiered subscription-style lettings offering (Tenant Find at 120% of monthly rent, Rent Collection at 14.4%, Fully Managed at 18%) and ancillary compliance fees (Set-Up £360, Referencing £70, Inventory from £216). Revenue is split across transactional and recurring streams, with the lettings segment providing a degree of monthly cash-flow visibility against the inherently cyclical sales business. The company is privately held with no disclosed institutional investors, no funding history and no parent entity.

Name

Waterfords

Legal name

Waterfords (Estate Agents) Limited

Website

https://waterfords.co.uk

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Waterfords is an independent UK estate agency founded in 1995, operating six branch offices across Surrey and Hampshire to provide residential sales, tiered lettings management, and Land & New Homes services to homeowners, buyers, landlords and tenants.

Ownership category

akta.pro rank

Product category

Residential Real Estate Services

NAICS

Offices of Real Estate Agents and Brokers (531210), Real Estate Property Managers (53131)

SIC

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

akta.pro industry

PRIMARYBPAJAAAE

Residential Investment Property Brokerage (SFR/Small Multifamily)

Business & Public Services/Real Estate Services (Brokerage, Property Management)/Residential Real Estate Brokerage

SECONDARYFSAEAJAN

Property Management Advisory & Leasing Administration

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Real Estate Advisory & Brokerage

SECONDARYFSAEAJAI

Real Estate Valuation & Appraisal Advisory

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Real Estate Advisory & Brokerage

SECONDARYBPAJAMAK

Real Estate Investment Management (Acquisitions & Dispositions)

Business & Public Services/Real Estate Services (Brokerage, Property Management)/Real Estate Asset & Portfolio Management

Keywords

• Residential property sales
• Lettings management services
• Property valuations
• Land and new homes
• Estate agency services

Headquarters

HQ city

Camberley

HQ country

United Kingdom

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Residential Property Sales Commission: Commission-based revenue from residential property sales, charging sellers a percentage of the sale price for marketing, negotiation, and transaction management services
2. Lettings Management Fees: Ongoing management fees from landlords including Tenant Find (120% of monthly rent), Rent Collection (14.4%), and Fully Managed Service (18%), plus additional compliance and administrative fees
3. Referral Fees: Commission from third-party services including conveyancing, mortgages, surveys, insurance, and EPCs referred to connected partners

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Waterfords is an independent estate agency providing residential property sales, residential lettings and property management, land and new homes marketing, and professional property valuations across six locations in Surrey and Hampshire. The firm combines traditional high-street estate agency service with digital marketing tools including professional photography, virtual tours, and listings on major UK property portals. It operates since 1995 and serves home sellers, buyers, landlords, and tenants in the Camberley, Fleet, and Yateley catchment areas.

Product overview

Waterfords is a traditional independent estate agent offering a unified service portfolio comprising three core offerings: The Sales Service for property sales, The Lettings Service for rental management, and Land & New Homes for new build transactions. These are supported by Property Valuations and a Property Search platform. The company operates across six locations in Surrey and Hampshire (Camberley, Fleet, Yateley, Chobham, Englefield Green, and Ashford), combining traditional estate agency values with digital marketing tools including professional photography, virtual tours, and online property listings.

Differentiator

Problem solved

Functional benefit

Products and services

• The Sales Service Full residential property sales service covering marketing, valuations, negotiations, and transaction management for homeowners selling properties in Surrey and Hampshire.
• The Lettings Service Residential lettings service including tenant find, rent collection, and fully managed services for landlords in the local area, with tiered pricing options.
• Land & New Homes Specialist service for land sales and new build property transactions, assisting developers and buyers in the new homes market.
• Property Valuations Professional property valuation services to help homeowners determine market value for sales or lettings purposes, based on local market knowledge and comparable sales data.
• Property Search Online property listing portal enabling buyers and tenants to search available residential properties in Camberley, Fleet, Yateley and surrounding areas.

Quantifiable outcome

• Thousands of 5 star reviews from homeowners, buyers, landlords and tenants
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• ZooplacoreTechnology or IntegrationMajor UK property portal providing online property listings distribution, reaching extensive buyer and tenant audience across the UK
• RightmovecoreTechnology or IntegrationUK's largest property portal for residential and commercial property listings, providing significant marketing reach
• NAEA PropertymarkcoreStrategic or Co-development PartnerProfessional body membership ensuring regulatory compliance, professional standards, and industry recognition
• The Property OmbudsmancoreStrategic or Co-development PartnerDispute resolution service providing customer protection and regulatory compliance for property transactions
• Mortgage Brokers (Third Party)minorChannel Partner/ Reseller/ DistributorReferral partnerships with mortgage brokers for buyer financing services, earning average commission of £151.21 per case
• Conveyancing ServicesminorChannel Partner/ Reseller/ DistributorReferral partnerships with conveyancing providers for property legal services, earning average commission of £399.90 per case
• SurveyorsminorChannel Partner/ Reseller/ DistributorReferral partnerships with surveyors for property surveys and valuations, earning average commission of £51.25 per case

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Romans Estate Agents: Regional independent estate agency with multi-branch footprint across Surrey, Berkshire, and Hampshire, offering residential sales, lettings, and mortgage services. Highly comparable to Waterfords in size, geographic profile, service mix, and target customer base.
• Clarke Gammon: Independent Surrey-based estate agency with multi-branch presence offering residential sales, lettings, and professional services. Directly comparable to Waterfords as a similarly sized, similarly structured regional independent in overlapping geography.
• Hamptons International: Premium regional estate agency operating across the South East including Surrey and Hampshire, offering residential sales, lettings, and property management. Closely matches Waterfords' service mix and affluent South East focus, though Hamptons is larger.
• Charters Estate Agents: Independent regional estate agency covering Hampshire, Surrey, and Berkshire with residential sales and lettings services. Closely comparable to Waterfords in geographic focus, service mix, and independent ownership profile.

Broad incumbents

• Knight Frank: Global real estate advisory and agency firm with strong UK residential presence in Surrey and Hampshire markets. Comparable for premium-segment residential sales and lettings, though substantially larger and broader in scope.
• Savills: International real estate services firm with significant UK residential agency business in the same affluent South East markets as Waterfords. Comparable for premium residential sales and lettings activity, with much broader portfolio.
• Connells Group: Largest UK estate agency group operating multiple regional and national brands across residential sales and lettings. Comparable as a competing regional brand operator with shared service offerings and a similar mass-market agency approach.
• Foxtons: Large London-centric estate agency chain with branch network and prominent high-street presence. Operates the same transaction-plus-letting model as Waterfords but at greater scale and predominantly in Greater London commuter belt; relevant comparable for fee structure and operating model.

Emerging players

• Strike (formerly Housesimple): UK online-first estate agency offering fixed-fee sales and lettings services. Comparable as a digital alternative competing for the same customers in the same Surrey/Hampshire geography with a lower-cost, tech-led proposition.
• Purplebricks: UK hybrid/online estate agency offering a fixed-fee alternative to traditional high-street agents. Comparable as a direct competitive alternative in the same residential sales and lettings market, but operating with a fundamentally different cost and distribution model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/Waterfords
• Facebookfacebook.com/waterfordsestateagents
• LinkedInlinkedin.com/company/waterfords-estate-agents

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Waterfords