Spicerhaart has introduced Forge – Empowered by Spicerhaart, a new employment model that will operate alongside its existing roles.
The model allows agents to manage their business areas with a self-employed style of autonomy while remaining part of the national organisation.
It provides access to mobile technology, AI-supported digital and social marketing, a management structure, and lead generation from branch networks and a central contact centre operating from 8am to 10pm.
Spicerhaart’s managing director of FORGE, Giles Hart, who is leading the launch, said: “Agents are often forced to choose between a salaried branch role or going fully self-employed with limited backing. Forge – Empowered by Spicerhaart aims to offer the best of both worlds. Partners will still operate as part of our brands, working remotely or in-branch, while supported by Spicerhaart’s infrastructure, tools and culture.
“This move differentiates us from other agency groups offering franchise or associate-style self-employed models, many of which have struggled to deliver consistent productivity or meaningful scale.
“I’m excited to be given the opportunity to build something that’s going to help so many people grow their careers. We’ve identified partnership opportunities in more than 112 new locations, transforming our reach, our service and our productivity as a group.”
Partners will receive a basic salary supported by commission, holiday and sick pay, a car allowance or company car, and pension – alongside the benefit of tech, marketing and sales tools typically reserved for branch-based roles.
The business already operates a partnership scheme, but this new rollout represents a step change. Rather than being managed by a branch, Partners will now be able to build their own local presence and territory, with the full backing of the Spicerhaart group. They will still be part of one of its seven UK brands – haart, Haybrook. Butters John Bee, Chewton Rose, Howards, Felicity J Lord and Darlows.
Spicerhaart Group CEO Antony Lark added: “We know people are attracted to the idea of working independently, but many miss the support, fun and structure of a branch environment. Forge – Empowered by Spicerhaart will address all this.
“The name sums up our ethos, forging partnerships and empowering our people to deliver great results. It gives them the opportunity to build something they can be proud of – with a clear career path and the support to grow.”
In 2013 (EAT) and again in 2014/15 (EYE), I wrote that self-employed models would inevitably face pushback from traditional agents who figured out how to retain talent by offering similar autonomy within their existing structures. (It was a chat with ‘Hound’ just before he went folk singing in Dorset.)
Today, Spicerhaart launched Forge – exactly that. Self-employed style autonomy, but you stay part of the organisation with full infrastructure support.
Not because self-employed models don’t work. Because the market fragments to serve different needs, and smart operators don’t pick sides – they offer multiple structures.
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
Good point, Robert.
I agree this isn’t about self-employed models “winning” or traditional structures failing. The market is clearly fragmenting to meet different needs, and it makes sense for larger groups like Spicerhaart to offer multiple pathways rather than force a binary choice.
Where Forge will be interesting to watch is over the medium to long term. Hybrid models can be very attractive to agents who want autonomy but still value salary, benefits and a central support structure. The question is whether that becomes a long-term destination, or a stepping stone once agents start comparing the economics with fully self-employed platforms such as Moveli, where experienced agents can earn up to 90% commission while building their own businesses.
Either way, it’s a sign of a maturing industry, and a positive shift that agents now have genuine choice in how they operate.
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
As Robert_May says, it was always going to be the case that a large, more traditional model, would offer something to provide flexibility and choice. There are many people who want that option but simply can’t afford to take the very realistic chance that the productivity levels many achieve in a SE model simply will not pay the bills let alone provide for a decent lifestyle. This approach is a very viable solution. It’s great to see the industry evolve like this. There is plenty of room for everyone and we should never forget that competition is needed if we are to keep improving.
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
The partnership model doesn’t seem to have worked well for Spicerhaart and yet here they are, launching another scheme that will be poorly executed, poorly supported and quietly morphed into something else that will rebrand as being innovative and exciting.
Who would want to hitch their wagon to this brand when agents can join a proven model such as eXp which have a better network, ample support and a far better reputation? There’s simply no reason to go half-hearted at a self-employed model.
A dying brand just trying to stay relevant.
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
I don’t think you are right here at all. Let’s watch and see what happens.
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
Lots of reasons that may not have considered…the model you have highlighted is very different, and I’m sure the difference in data held and levels of lead generation are considerably different.
However, basic salary, clear career path, pension contributions, holiday and sick pay, admin, telephony and after sales support are a few differentiators.
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
This is not new from SH. This was launched in 2017 I think it was under RJ called Hub and Spoke. That failed! Then in 2020 it was rebranded “Partnerships” and guess what, it failed again! Now it’s the same again but called Forge! It will continue to fail because there is no support whatsoever for the individuals and the marketing is limited. Giles Hart, the elusive Giles, who no one seems to know what he does or where he is, pops up fronting this rebadged failed project! It’s been nearly 10 years Paul, give it up! Focus on the very tired branches. Invest in the business you do have before trying to create another mess.
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
In fairness it doesn’t say it’s new but does position it as a step change. It’s also wildly inaccurate to say the current approach has failed as I am aware that they have many successful and profitable locations as well as some long serving happy partners. I am sure many lessons have been learned along the way as well- I would expect any business implementing new strategies will experience that, you keep evolving and improving all of the time. Why would you have such a negative view on a business looking for ways to grow and create opportunities for success? Sounds like you have an axe to grind.
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
‘Elusive’ is surprising feedback, happy to listen to and discuss your concerns on this and the launch the article describes – 07979 757700.
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register
Can we have Giles back please? 🙂
You must be logged in to like or dislike this comments.
Click to login
Don't have an account? Click here to register