In this incendiary episode of The Viking Chats, Kristjan Byfield sits down with the remarkable Ellie Rees - co-founder of Brickworks, creator of the viral #DearSirs campaign, and one of the most fearless voices in the UK property industry.

What follows is less of an interview and more of a manifesto. A rallying cry. A challenge to the entire real estate sector to stop making excuses and start doing better - for clients, communities, women, and the wider world.

Ellie isn’t here to play nice. She’s here to call it out: the sexism, the stagnation, the superficiality. And she’s got the track record to back it up. From reimagining what an estate agency can look, sound and feel like, to launching a movement that’s shaking boardrooms across the UK, Ellie is reshaping the rules - and inviting the rest of us to do the same.

🎙️ In This Episode:

✅ The Origins of Brickworks: A Design-Led, Values-Driven Alternative
Ellie shares how a creative background, a passion for people, and a healthy dose of fury at industry clichés led to the creation of a brand that refuses to blend in. Discover how Brickworks has grown without compromising on integrity - and why that’s more commercially powerful than any cold call script.

✅ #DearSirs: The Campaign That Hit a Nerve
What started as an off-the-cuff social post turned into a viral movement, sparking thousands of comments, hundreds of testimonials, and real conversations at the top of major firms. Ellie talks about the personal stories behind the campaign, the resistance it triggered, and why it’s time for the property industry to face up to its deeply ingrained bias.

✅ Why Estate Agency Needs More Art, More Women, and More Outrage
From the design of your pitch pack to the language in your job ads, Ellie explains why aesthetic, ethics and equity aren’t afterthoughts - they’re essentials. This episode is a must-listen for agency leaders serious about building culture, not just cash flow.

✅ Toxic Cultures, Terrible Training, and the Problem with ‘Top Performers’
We tackle the elephant in the room: why so many estate agency environments reward bad behaviour and burn out brilliant people. Ellie and Kristjan share war stories, and explore how to flip the script.

✅ Reclaiming Value: Clients, Not Commissions
Ellie talks candidly about why Brickworks refuses to chase fees at any cost, why they never say “vendor” or “stock”, and how real human-centred service builds long-term brand loyalty in a transactional world.

💥 Why This Episode Matters

The UK property sector is long overdue a reckoning. For too long, the dominant narrative has been alpha-driven, male-dominated, and profit-obsessed. Ellie Rees is part of a growing wave of founders, leaders and disruptors who are proving that you can be principled and profitable - and that actually, the future depends on it.

Whether you’re an independent agent trying to define your brand, a corporate player thinking about legacy, or simply someone who believes property should be more inclusive, ethical and emotionally intelligent - this episode delivers fuel for the fire.

It’s not about “softening” estate agency. It’s about strengthening it with substance.

👀 Who Should Tune In?

• Estate agents and founders redefining agency culture
• Female leaders (and allies) navigating a male-skewed industry
• Marketing & brand directors looking to build trust, not just leads
• HR teams aiming to fix recruitment and retention with real values
• Anyone tired of “business as usual” in the PRS, BTR or sales world

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