When we launched KnokKnok, I sent boxes of cereal to industry leaders and the press.
Gentriflakez and Cashie-O’s. Our own packaging, our own characters and a fairly unusual addition to the list of things you need when starting an estate agency.
I had spent plenty of time thinking about the business. Somehow, that also involved thinking about breakfast.
Two boxes. A few familiar characters.
Gentriflakez was for the buyer who liked the area before it was cool. Pink box, sunglasses, coffee in hand. Cashie-O’s took a different approach: black and gold, an elaborate cereal bowl and the promise of “No chain. No fuss.”
The breakfast of billionaires, apparently.
They were a gentle send-up of the characters and language you come across in property. Spend enough time talking about emerging neighbourhoods, cash buyers and the next place everyone wants to live, and you start to hear the same stories. There was plenty to work with.
Sending the boxes gave us a way to introduce KnokKnok with a bit of humour. Something people could pick up, turn over and have a look at. It also gave the name a physical presence beyond a website or an email signature.
From the breakfast table to the property pages
We sent them to people across the industry and to journalists covering the property business. PrimeResi covered the launch on 4 August 2025, with the branded breakfast cereal getting a mention alongside the agency and our plans for a social property platform.
There is something quite satisfying about seeing an idea leave your desk and appear in a publication you read. In this case, that idea happened to come in a cereal box.
The original PrimeResi article is a small piece of KnokKnok’s early history, and one I am pleased we kept.
What it says about the way we work
A home deserves that same thought about how it is introduced.
Before choosing the photographs or writing a description, I want to understand what someone might love about living there. The kitchen that opens onto the garden. The proportions of a reception room. A quiet bedroom at the back. The walk to the station, the park or a favourite local coffee shop.
Those details help shape the film, the words and the people we put the property in front of. They give a buyer something specific to respond to.
Of course, presentation is only part of the job. The asking price needs to make sense, questions need proper answers, and enquiries need following up. Getting someone’s attention gives you the opportunity to start that work.
The cereal was our introduction. It showed a little of the personality behind the business, and gave us a story we still enjoy telling.
We still have a few boxes left, too.
Apparently, I remain both an estate agent and a cereal distributor.
