Sally Lawson

Business Optimisation Expert
Real Estate, Letting Agency and Marketing Specialist
Former ARLA President (2017-2018)
Best Selling Author
Award Winning International Speaker
Founder of the Agent Rainmaker Movement

Sally Lawson

Business Optimisation Expert
Real Estate, Letting Agency and Marketing Specialist
Former ARLA President (2017-2018)
Best Selling Author
Award Winning International Speaker
Founder of the Agent Rainmaker Movement

National Franchise Operation

Letting Agency Branches

Years Lettings & Business Experience

Current Reach on Social Media


The property management function of any letting agency is challenging, and requires huge knowledge and skill, our lettings and management experts can take Property Management and Client Accounting off your shoulders, so you can focus on generating new clients and building your business.


Formed in 2016 with a purpose of tackling head-on challenges in the industry, Agent Rainmaker is responsible for helping agents add hundreds of thousands in revenue to their businesses, and generating masses of leads every month, all achieved through coaching and events.


Sally has spoken on some of the biggest industry, business and property stages in the UK and abroad, talking about business growth, professional marketing and real estate. Sally is known for her highly natural and engaging style and motivational stories of success over challenges!

“Sally is someone I feel very privileged to know as friend and as leading industry expert in residential lettings. She is constantly innovating & improving her business, striving to be the best in her niche. A person of high integrity and great passion.”

Rob Moore

Progressive Property

“If you are a landlord you need to buy this book and learn from Sally, the most experienced person I know in this era”.

Simon Zutshi

Experienced Investor | Entrepreneur | Best Selling Author, FNAEA

Recommending Sally seems ridiculous as I feel like surely everyone knows how brilliant she is! However, Sally manages to not reignite old drive but spark new enthusiasm in her field with all who come into contact with her through her public speaking, YouTube videos and various courses. She is also supportive, fair, provides easy to follow (and then to implement) training and more importantly, holds us to account to make sure we go back and do the things we have learned from her in our businesses. 

Angharad Trueman

Managing Director CGT Lettings Ltd & CGT Sales Ltd | Current ARLA President

“Sally Lawson is a very well-respected letting agent, business owner, and franchisor. A  prolific commentator through social and traditional media on the issues affecting the private rented sector, she is was vice president of the Association of Residential Letting Agents (ARLA), was appointed to on the ARLA board and represented the industry on several high-profile working groups. With her fundamental knowledge and understanding of the sector, this work will ensure that landlords fully understand their rights and responsibilities towards their properties, tenants and public at large”.

David Cox

Legal & Compliance Director at Rightmove, EX CEO Of ARLA

“Sally really does connect her passion and zeal for the subject together with an informative and authoritative approach is not only stimulating but refreshing, highly commended”.

Mark Hayward

Managing Director of the NAEA, FNAEA

“Sally and her team are one of the friendliest and most connected teams I have met. As an organisation they really focus on working together and getting the most from collective up-to-the-minute knowledge, and it has been a great pleasure to work with them. Sally is an authority in the property world, and her book is based on 25 years of experience in the industry and is not to be missed.”

Nigel Risner

Creating World Class Communication. Business Speaker Of the Year From All Three CEO Groups. Motivational Speaker.

Sally is awesome! I could leave it there, but let me explain why. Over the past few years, I have gotten to know Sally well “professionally” working together for ARLA, and “personally” by attending her elite room courses. Her presence across social and mainstream media has raised our industry profile considerably, and as our current ARLA president she is raising the bar an the highest standards as an industry ambassador. I’m truly proud to work with sally and honoured to call her a friend.

Mat Weiland

Property Professional

Sally is dynamic and driven. She is one of the very best industry experts, and an inspirational and passionate speaker. I would highly recommend anyone within the Lettings Industry to spend at least a few hours with Sally!


Managing Director at Swindon Home Finders

“Sally is one of those super- energized people who loves to keep landlords and agents up to date with key issues which can occur when renting a property.
Sally is passionate about raising standards in the private rental sector, and helping landlords, agents and tenants have a positive and safe experience”

Valerie Bannister

Former President of the Association of Residential Letting Agents, ARLA

Sally Lawson is the founder of Agent Rainmaker, an organisation focusing on Letting Agency business optimisation, aiding agents to add more revenue, PROFIT and Leads to their business, whilst being able to work less (and get their life back).

This comes after being an agent for 30 years, (since 1990), a franchisor for 10 of those years, the owner of a white label property management centre and former ARLA president.

As a result of these 3 decades of experience, in 2015 Sally discovered a HUGE problem in the Lettings industry…

The problem was that Letting agents were just NOT earning enough money, were working TOO HARD, and were losing the love for their businesses. This had to change.

The national average profitability for letting agents is currently around 11%, and sits at around 97th as the most profitable industry in the UK (compared to the top 5 in the US).

This is why Agent Rainmaker was formed, with a mission for changing the industry, increasing the productivity, growth and profitability and to bring the industry together to help facilitate that change.

Sally went on a mission (and still is) learning from some of the WORLDS top businesses, on how THEY operate their businesses and make high levels of profit.

Discoveries and tests were carried out for new automated marketing strategies, tech, outsourcing, additional services, higher service levels, staff structure, team structures, business management and financial management.

After thorough testing and proving, these techniques were shared with the community, this was done via social media, Facebook groups, meetings, courses, workshops, conferences, speeches, downloads, videos, and podcasts.

The result in just a few years has been phenomenal. Thousands of agents have been helped to grow their business and increase profitability, hundreds have achieved over 100k, 250k and even 1,000,000 level of turnover growth in their businesses.

The goal was always to get the industry to be a 50% profitability model… and that is now being achieved by more and more agents.

Now that we know the model is proven and that it can be done, the word is being spread…

Want to learn how? Hop over to and see how you can join our community.

You can also connect to sally on Linkedin, Facebook or Instagram 

As a speaker, Sally has been called to speak on some of the top stages in the UK, including Wembley, Chelsea Football club, the Excel Arena amongst others and has spoken alongside some leading business speakers. Sally has covered topics including marketing and property agency, providing motivation and inspiration to those in business by sharing her experiences with great stage presence. Sally was honored to be awarded International Female Speaker of the Year through the PSA in 2015.

Sally has built up an expert team around her which includes professionals from property lettings and management, compliance and training, business operations, finance and event management, to ensure all of her businesses run like clockwork.

 Sally’s Property Support Earns The People Award Shortlist

You may have seen the ESTAS 2023 shortlist was recently announced and – if you have – you’ll know that our founder is up for an award! Sally Lawson, who launched Agent Rainmaker seven years ago, has been named among the 60 property industry experts in the People...

Letting Agency Coach Sally Lawson Receives SECOND Highly Coveted “2 Comma Club” Award From An Marketing Organisation In USA

Sally Lawson has been a coach in the Letting Agency space for over 12 years, an industry practitioner for over 3 decades, and has just gone on to win her second 2 comma club award. It’s not often that people can tick off being experts in two completely different...

Switch On To Digital Content Possibilities

Sally is a letting agent turned industry mentor who has amassed thousands of online followers and almost 500,000 YouTube views and has shared her advice on creating digital content. Sally Lawson has been harnessing the power of social media for a number of years now,...

ROPA Is Being Delayed And What Does That Mean For Us?

It appears that ROPA has once again been pushed onto the back burner, and we still do not have an outline of exactly how this will look or what it means for the lettings industry as a whole… but what does this delay mean for agents? Well firstly, there has been a very...

Letting Agent adds £200k Revenue To His Business After Attending One-Day course

Like most business owners, Jack Reid once hesitated to take the next step. He knew it was the right thing to do, but he had trouble thinking beyond the “what ifs.” If he was going to take his letting agency to the next level, he was going to need some support behind...