I did not train as an estate agent. I trained as an engineer, and I spent my first career on international infrastructure projects, where a number that is wrong by five per cent is not an opinion you defend. It is a failure you explain.

So I do not start a listing by guessing a figure. I start by measuring four things, and the launch price, the timing and the campaign all come out of them.

That analysis decides three things at once: where the home launches, how long it should take, and where the campaign goes. Registered buyers first, collaborating agencies second, portals third. Sequenced, not simultaneous, because the first weeks are the only weeks with a real audience.