Voice of the Agent Live: Ben Nicholas of Experian on The Data Estate Agents Aren’t Using (Yet): Inside Experian Mosaic

What if you could understand who lives in a property before you even walk through the front door? In this special episode of the Voice of the Agent Podcast, we share a standout clip recorded live at the Voice of the Agent Conference at Bletchley Park, featuring Ben Nicholas, Head of Property and Real Estate at Experian, in conversation with Simon Leadbetter. Ben reveals how Experian Mosaic uses household-level data to build a far deeper picture of the people behind the properties — from lifestyle and behaviour, to communication preferences and likely next moves. In one jaw-dropping moment, Ben describes how Mosaic accurately predicted his own age, family setup, home type, and shopping habits… just from his address. The conversation explores why property has lagged behind other industries in adopting this kind of customer insight, how agents can move from property-led to people-led marketing, and why understanding your audience makes everything you do more relevant, more efficient, and more effective. After the clip, Toby returns to explain how Unchained has partnered with Experian to make this level of insight accessible to estate and letting agents — without the traditional corporate-level price tag — and how combining customer insight with AI can supercharge your marketing. The Voice of the Agent, full live videos: https://www.weareunchained.co.uk/tvota-2025-video Unchained CustomerDNA Reports: https://www.weareunchained.co.uk/unchained-customer-dna