At first glance, most estate agents appear to offer the same thing. The differences can seem cosmetic: branding, tone, commission.
The real difference lies much deeper.
Traditional estate agency relies on exposure and time. A home is listed, placed on the portals, and allowed to sit until the right buyer arrives. The agent’s role is largely reactive, responding to enquiries when they happen.
Portfolio works from a different premise.
Instead of assuming buyers will come, it asks how buyers actually behave — and builds the route to market around that reality. Multiple entry points replace a single listing. Engagement replaces assumption.
And then there is Race to Sold.
Where traditional selling relies on patience, Race to Sold relies on management. Buyer engagement is not just observed; it is acted upon. Data is not collected for reporting’s sake, but used to guide decisions and adjustments as the campaign unfolds.
Portfolio expands access.
Race to Sold converts access into momentum.
Together, they create a selling environment that is proactive rather than hopeful, and informed rather than reactive.
How the Two Approaches Compare
| Area | Traditional Estate Agency | Portfolio by Tortoise Property |
|---|---|---|
| Starting point | List the property and wait for buyers to find it | Start with a performance marketing strategy |
| Buyer acquisition | Buyers search portals | Buyers are actively targeted |
| Marketing style | Passive exposure | Proactive, targeted campaigns |
| Use of portals | Core route to market | Optional: standalone or bolt-on |
| Understanding demand | Based on time on market and viewings | Measured through real buyer behaviour |
| Feedback quality | Anecdotal and subjective | Data-led and measurable |
| Explaining lack of interest | Often unclear | Clearly diagnosed (popularity, value or action) |
| Response when interest stalls | Wait longer or reduce the price | Adjust targeting, presentation or pricing based on data |
| Buyer experience | Static listings, office hours | Virtual tours, AI-assisted enquiries, instant booking |
| Engagement tracking | Limited | Tracked at every stage |
| Flexibility | One fixed approach | Standalone or bolt-on |
| Transparency | Limited insight | Clear reporting and diagnostics |
| Pricing alignment | Fixed percentage | Performance-aligned and risk-aware |
| Best suited for | Standard homes in strong markets | Sellers wanting clarity, control and evidence |
What This Means for Sellers
Traditional estate agency works well when:
* demand is strong
* the property is easy to compare
* sellers are happy to take a passive approach
Portfolio is better suited when:
* you want to understand why buyers behave the way they do
* your home doesn’t fit neatly into portal filters
* you want a proactive strategy from day one
* you don’t want to rely on guesswork or repeated price reductions
Standalone or Used Alongside Another Agent
Portfolio can be used:
* as a complete alternative to traditional selling, or
* alongside another estate agent, maintaining portal exposure while adding targeted marketing and performance insight
This flexibility allows you to choose the strategy that best suits your circumstances.
Which Approach Is Right for You?There’s no single “right” way to sell a home — but there is a right way for your situation.
Portfolio by Tortoise Property gives sellers the ability to choose a smarter, more informed approach based on evidence rather than assumption.👉 Request a Portfolio consultation
👉 Discuss your options before you list