Some 1,400 offices covering some 150 companies have already quietly signed up to a new agents’ buying collective called Kerfuffle.

Kerfuffle, launched by Simon Whale, will use its buying power to leverage deals that normally only the corporates would be able to negotiate.

It is being formally launched this week, but details about Whale’s new venture have been released exclusively to EYE.

As well as a buying collective sourcing and offering best deals, it will feature a Which? style guide to products and services based on feedback from agents.

Whale, whose departure from software firm Reapit last year came as a surprise to many, has until now said nothing about his next step in the industry.

He told EYE: “I have spent time looking at some of the issues in this sector, and was struck by how many agents described their relationship with suppliers as a wild west.

“They did not know what they should be paying, but felt that their competitor in the same high street might be getting a better deal – and there’s a real hatred of that lack of transparency.

“In the consumer world, charges do differ, but not to anywhere near the same extent as in our industry.

“There has also been an explosion of proptech, some good and some bad, with a lot of funding, meaning that some have stayed in business longer than they should.

“Kerfuffle won’t be doing a hatchet job on any, but will be constructively critical where it needs to be. We will also be looking at all suppliers to the industry, including the traditional ones and the likes of Rightmove.”

Whale said that one problem is that agents are getting inundated with approaches from proptech suppliers: “The result is that they have gatekeepers to try and impose some kind of order, but the danger is that agents could be overlooking some very good products.”

Whale will be sourcing suppliers, and asking agents to trial them and give feedback. Group buying power will be used to secure the most favourable deals, in a ‘price match promise’ from Kerfuffle suppliers.

Suppliers will not have to release rate cards, but agents will be encouraged to share what they are paying – and what they are getting. Whale says: “It may not just be about money but about tangible and intangible benefits.”

Whale says he will also be releasing a quarterly A to Z ‘black book’ of contacts, available to everyone in the industry, but with more information supplied to Kerfuffle members.

Members will not have to pay anything for Kerfuffle. Whale said: “I researched what agents regard as their best price – and it’s free. I’d be foolish to ignore such feedback.”

Kerfuffle will also not be limiting member agents per postcode, with Whale saying that this goes against his natural instinct to be as popular as possible with everyone.

Kerfuffle’s launch comes as another buying club, Graham Lock’s Federation of Independent Agents, also gears up for launch. There are differences between the two.

The FIA is recruiting one agent per postcode and won’t be free, with Lock planning to charge a likely £250 to £300 per month.

Whale said he does not see the FIA as a competitor: “In fact, we will be working collaboratively where possible in approaching certain suppliers for the best deals.”

Kerfuffle is launching at nightclub Tiger Tiger in central London this coming Thursday evening, with a mixture of suppliers and agents. So far a number of invitees may be a bit baffled as to who is behind Kerfuffle as the invitations give no clues – merely stating ‘unknown organiser’.

Formal launch is the following day at the ESTAS.

A ‘golden ticket’ competition is launching and EYE readers can enter, with the first ten to register also getting invitations to this Thursday night’s party.

http://www.kerfuffle.it/