+21% sales agreed in a falling market, with one fewer negotiator.
Ian FraserDirector, Winkworth five officesCustomer Stories
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xHow Winkworth grew 21% while the market shrank
Money was leaking every day. Nobody had time to chase it.
Ian Fraser runs five Winkworth offices across London. He had an instinct most directors share but few act on: money was leaking out every day. The enquiry that landed at 7pm Friday sat until Tuesday. The cross-sell living in a negotiator’s phone. The valuation no one chased. He’d tried plenty of tools, but never one his team would actually use. He knew AI was the answer. He just didn’t know where to start.
That’s where we came in. We sat in Ian’s branches, watched how his team worked, mapped where the money leaked, then shaped cinnamon around what we found.
Ian FraserDirector, Winkworth five officesResults: First 25 weeks of 2025 vs. 2026
sales agreed
+21%
sales agreed
with one fewer negotiator
more lets
+52%
more lets per negotiator
with no new hires
The challenge
The 7pm Friday enquiry that sat until Tuesday. The cross-sell stuck in a negotiator’s phone. The valuation no one chased. Ian had previously tried tools his team would not use.
What cinnamon did
We sat in the branches, mapped where money leaked, shaped cinnamon around the team and trained every member of staff, then kept tuning at months 1, 3, 6 and 12.
The approach
We do the same for every agency: learn how your office runs first, then tailor the platform and train every staff member.
more sales
+37%
more sales per negotiator in a falling market
offers uncovered
42%
offers on other properties the buyer never enquired
more instructions
+18%
new instructions won
Ian Fraser, Director @ Winkworth
“With one less negotiator, in a market where demand was down 15%, we increased sales agreed by 21%.”
The impact
Sales grew 21% while the wider London market fell. Lettings absorbed the extra demand without a single new hire: Nancy (our AI persona) fielded the enquiries and booked the viewings, cross-sold the portfolio, worked the database, so the team spent their hours in front of clients instead of at their desks.
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