A clear understanding of why traditional agency models are designed to limit your success
About The Loyalty Lie
Written by industry insider Steve Bell, The Loyalty Lie uncovers the hidden truths behind the commercial property agency model and why it often fails high-performing agents. Drawing on years of experience working across national chains and independent teams, Bell offers an insider’s perspective on the emotional and financial toll of staying loyal to a system that undervalues your contributions.
This book dives into the structural flaws of traditional agency—explaining how commission splits and outdated KPIs are designed to benefit the few at the expense of many. More than just a critique, it’s a practical guide for agents who want to break free and reclaim control over their careers.
Inside You'll Learn
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The real reasons behind unfair commission structures.
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What success looks like on your own terms, and how to achieve it.
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How to identify when loyalty becomes counterproductive.
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Strategies to transition to self-employment without risking your income or pipeline.
The Loyalty Lie is a clear, straightforward roadmap that equips agents to challenge the status quo and build a sustainable, rewarding career outside the traditional agency framework.
Who's this book for?
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The Loyalty Lie is for commercial property agents who feel frustrated, undervalued, or stuck within the traditional agency system. If any of these sound like you, this book will speak directly to your experience
Steve Bell Managing Director
Key Book Takeaways
Inspiration and clarity to redefine what success means on your own terms
A roadmap to transition confidently toward self-employment without sacrificing your pipeline or income
Actionable steps to take control of your career and build a sustainable, rewarding future
Insight into the true cost, both emotional and financial, of staying loyal to outdated systems
Practical strategies for identifying when loyalty is holding you back
Meet The Author Steve Bell
Steve Bell has spent over 25 years immersed in the world of commercial property and business sales. Starting his career in 2000, he’s worked on deals of all sizes—from a humble sandwich van on an industrial estate to major national chains. Along the way, Steve owned and successfully sold his own property brokerage, gaining firsthand insight into every aspect of the industry.
As Managing Director of The Commercial Property Experts and The Business Sale Experts, Steve is passionate about raising standards and helping agents break free from outdated models to build careers on their own terms. His innovative marketing approach and client-first mindset have earned him a reputation for consistently exceeding expectations.
Outside of work, Steve is a devoted family man. He’s married to Zoe and a proud dad to two children—one who loves theatre and another passionate about football. When he’s not coaching football, firing up the BBQ, or walking his two dogs, Steve enjoys reflecting on new ideas and keeping up with industry trends through podcasts and audiobooks. A lifelong Coventry City FC season ticket holder, he brings the same loyalty and drive to his professional and personal life.
Steve’s ultimate vision is to create an industry-leading business built on a nationwide network of expert commercial agents dedicated to delivering outstanding results for every client.