Here at Thinqi, our learning experts are committed to helping our clients get the very best out of technology and proven learning science. Whether it’s creating innovative peer-to-peer learning experiences like iamsold, building social learning networks like Bantani Education or driving effective learning transfer like Police Pass, we love seeing the results when they happen.
In our latest success story, we caught up with Dan Milne, L&D lead at iamsold, to find out how the UK’s largest residential auctioneer is using Thinqi to deepen agent engagement, embrace user-generated content, and deliver learning with real impact.
Improving learner engagement with peer-to-peer learning
Part of the iamproperty Group, iamsold works with a network of 3,000 estate agents across the UK. Their challenge? To deepen understanding of the modern method of auction and the full range of services they offer.
Dan recognised that traditional, top-down learning alone wasn’t enough. “We'd been doing that, but we wanted to boost engagement and, ultimately, our customers' sales performance,” he says. The team made a strategic pivot to peer-to-peer learning and user-generated content (UGC).
One standout initiative was a short video competition for estate agent partners. With a one-minute limit inspired by Instagram and TikTok trends, agents responded to five key questions covering topics like service positioning, objection handling, pricing, and sales coordination.
The results were impressive: around 50 pieces of customer-created content – making up roughly 40% of all platform content. Early results show engagement is already three times higher than before, with agents valuing the opportunity to hear directly from their peers.
Reimagining learning through experimentation
For Dan, innovation isn’t just a buzzword – it’s an ongoing mindset. “We could’ve just stuck with what we had, and I could’ve just kept creating content, but people would’ve got bored of my voice... You want to be innovating all the time and trying new things.”
Moving to a peer-led model raised initial concerns about agents sharing what might be considered “trade secrets.” These quickly faded as participants embraced the chance to showcase their expertise and learn from others.
Dan sourced contributors strategically, working closely with field-based teams and using LinkedIn to identify confident, credible agents already producing video content. This targeted approach ensured content was relevant, engaging and firmly rooted in agents’ real-world challenges.
Using data for a targeted approach to learning
A major evolution in iamsold’s learning strategy has been closing the loop between customer feedback and tailored learning interventions. By capturing real-time insights on the end-user experience, the L&D team identifies pain points and responds with targeted, one-minute videos from high-performing agents.
This creates a powerful cycle of continuous improvement, with real-world feedback driving relevant, timely content. “I’ve tried to boil the ocean – it doesn’t work,” says Dan. “Targeting everyone is a waste of time. The more targeted you can be in your approach, the more successful you’ll be.”
High-impact moments, such as onboarding new customers or addressing dips in team performance, are prioritised to ensure every learning touchpoint delivers maximum value.
Applying marketing tactics to boost learner engagement
For Dan, great content is only part of the equation – promoting it effectively is just as important. In the early days, the team used newsletters, internal comms updates and meeting reminders to spotlight the benefits of the new peer-led content.
“The more educated your customers are, the more they’re going to talk about our products – the more money you’re going to make,” he explains. Embedding the L&D function within iamsold’s marketing team was a deliberate move, enabling campaign-style rollouts and brand-aligned messaging.
As Thinqi’s Brand Ambassador Steve puts it: “L&D managers, go and sit with your marketing team and buddy up with them.”
Working closely with “customer experience champions” across the organisation, Dan ensures the Success Hub continues to evolve based on feedback, testing and collaboration – aligning learning directly with customer success.
A partnership built on innovation
At Thinqi, we’re proud to work with forward-thinking teams like iamsold – those willing to challenge the status quo, try new formats, and keep learners at the heart of strategy. The Success Hub is more than a platform – it’s a collaborative space for agents and L&D professionals to share expertise, solve problems and continuously improve.
The results so far have been exceptional, but we’re most excited about what’s next. With the right tools and mindset, the possibilities are endless – and we can’t wait to see where iamsold goes from here.
