51 Degrees North

51 Degrees North

From navigating London's complexities to mentoring future leaders, the journey has been one of resilience, adaptability, and trust-building. Now, the founder of buying agent 51 Degrees North, with a simple approach—fewer clients, more attention - Neil Laman blends market savvy with a passion for helping clients find their dream homes.
Written By: James Blackler
On Nov 25, 2024

Armed with nothing but ambition, a countryside hopeful entered real estate in 2003, lured by London’s glamour and planning a short stay. Two decades later, that start evolved into a stellar career marked by record-breaking success, leadership roles, and a client-first ethos. From navigating London’s complexities to mentoring future leaders, the journey has been one of resilience, adaptability, and trust-building. Now, the founder of buying agent 51 Degrees North, with a simple approach—fewer clients, more attention – Neil Laman blends market savvy with a passion for helping clients find their dream homes.

 

Early Beginnings in Real Estate

My journey in the property industry began in 2003, with early memories at an office in Notting Hill. Back then, the setup felt almost mediaeval compared to today’s standards – no digital CRM, only paper-based Rolodexes, and all communication via desk phones. I remember thinking, “What have I gotten involved in?” But those were different times, and even with the challenges, I felt intrigued by the potential of this industry.

I first encountered real estate through an ad in The Times or The Guardian, advertising a glamorous life of skiing trips and impressive cars for top agents. For a boy from the countryside, that was enticing! I planned on spending a year in London to build my CV, but here I am, 23 years later, still working in property and in the heart of this vibrant city.

 

Challenges & Learning Curves

Coming from a rural village, understanding London’s geography was a challenge. But after being thrown in at the deep end, I quickly mastered the areas by immersing myself in 12-hour workdays! There were some tough lessons, too; traffic wardens and parking tickets became my nemesis! In my first few months, I accumulated parking fines, got clamped, and even had my car towed away.

Another challenge was adapting to London’s property prices, which were worlds apart from back home. For instance, I was shocked that studio flats could cost £250,000, enough to buy a five-bedroom house elsewhere!

 

Lessons in Sales & Client Relationships

One of the most valuable lessons I learned early on is that real estate isn’t just about property; it’s about people. Success in sales is about connecting with clients, building trust, and being genuine. When clients know you’re authentic and transparent, they’re more likely to work with you. This simple but powerful principle helped me develop lasting client relationships and build a reputation for integrity and professionalism.

 

Career Highlights & Achievements

During my tenure as a director of several offices in the South East Division, I led sales and lettings departments to record-breaking achievements. The sales records we set back then still remain unbeaten, a testament to the incredible team and the dedication we shared. Reaching such milestones was a rewarding experience and a memorable highlight in my career. Hitting these supercar-level sales targets was a thrill in itself—a moment that showcased the hard work and strategy we put in as a team.

 

Reflections on Industry Changes

The property industry has transformed over the years. The importance of high street presence, once essential, has dwindled with the rise of digital platforms. Another notable shift has been the market fragmentation, with London alone hosting over 7,000 estate agencies. Navigating this landscape can be overwhelming, especially for clients abroad, underscoring the value of a connected buying agent like myself to secure first-mover advantages.

 

Mentorship & Leadership

My first boss, Christian Cox, was a major influence on my career. Christian was one of the most natural salespeople I’d ever met, always exuding energy, optimism, and enthusiasm. His example taught me the importance of maintaining a positive attitude, no matter the circumstances. Even today, I emulate his approach, bringing a sense of calm and enthusiasm into every interaction. Over the years, I’ve trained and mentored many agents who have gone on to lead their own offices and divisions. It’s incredibly rewarding to see them succeed and to know I played a role in their journey.

 

The Role of a Buying Agent

As a buying agent, my role is dynamic and tailored to each client. I spend much of my time meeting agents, touring properties, and staying on top of market trends. London’s property market is a patchwork of micro-markets, each with nuances. Understanding these subtleties and knowing the right people is crucial in delivering the best results for clients. I strive to offer my clients a “Jerry Maguire effect”: fewer clients, more time, and an all-encompassing service that sees them through every step of the buying journey. I limit my client base to provide a more hands-on, dedicated service, allowing me to offer unparalleled support, from initial inquiries to handing over the keys.

 

COVID-19: A Catalyst for Change

The pandemic forced a reevaluation of work-life balance for many and I appreciated the newfound flexibility to be present for my family. Seeing my children grow up firsthand reminded me of what truly matters. COVID also accelerated the shift towards remote work, proving that certain roles don’t require a daily commute.

The experience reminded me of why I love this profession. It’s an emotionally dynamic business where every client interaction matters, and I take pride in the positive feedback I receive.

 

Legacy & Future Aspirations

Reflecting on my career, I hope my legacy is evident in the leaders I’ve mentored and my impact on those I’ve worked with. It’s humbling to see so many familiar faces in leadership roles today. The relationships I’ve built have stood the test of time, with many still calling me “boss” even years after working together.

 

The Life of a Buying Agent at 51 Degrees North

My week is structured around my clients and their schedules. If a client is in town and we have a property tour organised – it’s all hands to the pump! Normally, Mondays tend to be dedicated to admin work from home, while the rest of the week is spent touring properties or scouting new listings in London and Home Counties. I am always on my phone and meeting people to stay updated with the market. I invest my time reading reports from various research groups about the multiple micro and macroeconomic factors affecting different markets and other factors. The thing with London and the Home Counties is that there are so many different markets within those markets. Just because Mayfair might be pumping doesn’t necessarily mean Knightsbridge is, despite being neighbours, so knowing and staying in touch with the leading agents within those niche micro markets is essential.  I often meet Wealth Advisors, mortgage brokers and lawyers as we all seem to share a similar client base with significant cross over and it’s good to have these professionals within my network so i can recommend trusted 3rd parties when needed.

It’s a busy but fulfilling schedule that keeps me active, (I do 20,000 steps most days!) and engaged. To unwind, I make time for a few squash games – a small but necessary part of my week to help deal with the ups and downs of the property market!

 

Embracing the Ups and Downs of Running a Business

Owning a business has its highs and lows.  The highs are very high but lows can be really low, and the income fluctuation can be challenging especially when the business is in its infancy. Patience is essential when waiting for the right client. But it’s also gratifying. Knowing that my expertise can save clients time and normally money and help them avoid costly mistakes is worth every challenge.

I pride myself on offering personal service in an increasingly complex and competitive market. For me, it’s not just about closing deals but delivering value and building lasting relationships. And that’s a commitment I bring to every client I work with.

Written by
James Blackler

James Blackler is the founder of The Mortgage Blog
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