The Unfiltered Agent: Ben Madden on Authenticity, Leadership, and Agency Without the Fluff

In this episode of The Viking Chats, Kristjan Byfield sits down with the brilliantly unfiltered Ben Madden—Principal Director at Fine & Country, founder of Digital Sparks, and all-around champion for doing estate agency differently.

Titled “The Unfiltered Agent: Ben Madden on Authenticity, Leadership, and Agency Without the Fluff”, this episode is a straight-talking deep dive into what’s broken, what’s working, and what the future should look like in residential lettings and estate agency. Ben’s journey spans the launch (and exit) of one of London’s most awarded agencies, to helping shape strategy at Fine & Country, and now leading a digital marketing agency that’s showing agents how to stop blending in and start standing out.

If you’ve ever felt like the property industry is full of noise, ego, and “best practices” that don’t actually serve your team or your clients, Ben’s here to call it out—and offer something better. He shares candid reflections on leadership, burnout, brand building, and why the next wave of agency success will be powered by human connection, creative content, and a whole lot less BS.

Expect insights on:

• Why letting go of control (and ego) is essential for scaling with sanity.
• The real story behind launching Digital Sparks—and why most agents still don’t get digital.
• What it takes to build a team that sticks around and actually likes coming to work.
• How authenticity (not just algorithms) drives growth online and in the branch.
• The power of showing up, being visible, and talking about the stuff that actually matters—including mental health.

Kristjan and Ben also dive into the human side of leadership: the mistakes, the pivots, and the messy middle of growing a business without losing yourself. They explore what it means to be a modern agency owner in 2025—one who’s not afraid to ask for help, show vulnerability, and build a business with soul.

There’s a reason Ben’s voice cuts through in an industry full of sameness—he says what others won’t. And in this episode, he opens up like never before.

If you’re an estate or letting agent who wants to lead with heart, innovate with purpose, and build a business that’s both profitable and personal, this one’s for you.

No jargon. No fluff. Just real talk, real tools, and a reminder that the best agents today? They’re the ones willing to do it differently.

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