“Don’t worry, I’ve not forgotten you,” he says, producing a bottle of water from his coat pocket after serving his team.
Moments later, the coat is off and the agent is in full flow, pacing through the six-storey terrace and reeling off ceiling heights, layouts and square footage. Daggers, 46, moves through the house with barely contained energy.
“You have to be theatrical,” he says. “This might be the 18th time I’ve been here, but it could be the first and only time you ever see it.”
Daggers is one of London’s most recognisable estate agents, propelled into the spotlight by a short-lived Netflix series, Buying London, and a large Instagram following where he shares glossy images of multimillion-pound homes. The billionaire clients and celebrity buyers he now works with are a far cry from his childhood in a council house in north London.
“I wanted to be a professional footballer,” says Daggers, an Arsenal supporter. “I grew up in local authority housing and didn’t really understand big houses until I went to a friend’s place when I was seven or eight. I asked my mum why we didn’t have a bigger house.”
He describes himself as not particularly academic as a child and suspects undiagnosed dyslexia. After failing to secure university grades, he completed a business GNVQ, which included a short placement at a local estate agency. It turned into a full-time job.
“I was desperate to earn money,” he says. “I remember wanting to put a subwoofer in my bright blue Vauxhall Corsa because I loved rap music.”
Money and financial security still matter deeply to him. Daggers says he had a happy upbringing and remains close to his parents, but recalls that finances were often tight. While friends left university in the late 1990s earning £20,000 a year or more, he was earning £7,000 plus commission.
“That really hit me,” he says. “When you’re young, you benchmark yourself. I told myself I had to be brilliant, because if people knew I was brilliant, I could sell more expensive homes and earn more money.”
He was recruited into Knight Frank’s super prime division in November 2007, just before the financial crisis devastated the property market. Colleagues were laid off in quick succession, but Daggers survived and thrived.
“It took me six months to understand what I was doing,” he says. “Then I became the highest fee earner and stayed that way for 12 years.”
Among his deals was the £95 million sale of a Georgian home near Buckingham Palace to US hedge fund billionaire Kenneth Griffin.
Daggers is open about his success, but rejects the idea that he is an arrogant salesman. His departure from Knight Frank at the end of 2019, however, made headlines. He will not discuss the details, citing a non-disclosure agreement, though reports at the time suggested complaints from clients about social media posts featuring their homes.
“I built my career on trust,” he says. “At the top end of the market, discretion and privacy are everything.”
Daggers insists that being highly visible on social media does not undermine credibility. On the contrary, he believes it reassures wealthy clients.
“The ultra-high-net-worth world avoids strangers,” he says. “I want people to see how serious I am, how passionate I am, and a little bit of my personal life. That builds trust. Some of the most successful people in the world message me on Instagram. Deals start in the DMs.”
On the eve of the first Covid lockdown in March 2020, he launched DDRE Global, his own agency built around a concierge-style model. There are no high street branches. Clients meet wherever suits them, including gyms and private homes. The firm now employs more than 50 people and recently completed a £15 million sale finalised during a workout.
“We work for clients, not properties,” Daggers says. His role often extends beyond buying and selling, connecting clients with architects, security firms, lawyers and international agents in cities such as Dubai, Los Angeles and Miami.
He also insists that personal branding is essential. New recruits are encouraged to build their online presence. “Your personal brand is your gateway to success,” he says.
The super prime housing market has struggled in recent years, hit by tax changes, higher stamp duty and the departure of some wealthy residents. According to Savills, prices remain about 20 per cent below their 2014 peak.
While many of Daggers’ clients have moved to cities such as Dubai or Milan, he remains optimistic about London’s appeal, particularly among Americans.
“People love London,” he says. “They love the green space, the culture, the connections, the rule of law. It’s safe, clean and familiar. I think it’s the best city in the world. We just need to get our act together.”
