Visit Pembrokeshire X Yopa

• Who are you and what brings you to Pembrokeshire?
  I’m Matthew Elliott, originally from Penarth in Cardiff. I started my estate agency career in the city and went on to work across South Wales, building experience in a variety of markets and communities. I met my wife, Amanda, in Penarth. She’s originally from Milford Haven in Pembrokeshire, but moved away after school for university and work. In 2019, she asked if I’d consider moving back to Pembrokeshire to be closer to her family — and I jumped at the chance. For me, it wasn’t just about relocating; it was about lifestyle. Pembrokeshire is, in my opinion, one of the most beautiful places in the UK — the coastline, the sense of community, the pace of life. We absolutely love being here and feel very fortunate to call it home. I’m here because I genuinely believe in what Pembrokeshire offers — not just as a place to visit, but as a place to live, work and enjoy.

• What do you do and why do you do it?
  I’m an estate agent, and I started my career in a traditional high street agency environment. That gave me a solid foundation, but over time I began to feel there had to be a better, fairer way of doing things. When the market began shifting toward hybrid estate agency, it really resonated with me — because it puts buyers and sellers first. I work with Yopa, which offers sellers fixed, transparent fees. The fee isn’t based on how much your home is worth — it’s based on the package you choose and the service you want. For example, under a traditional percentage model, a £900,000 home at 1.5% could mean fees of over £13,000 plus VAT. Meanwhile, a £250,000 home at the same percentage would be just over £3,000. But does one seller receive four times the service? No. The process is largely the same — marketing, viewings, negotiation, and progressing the sale. That never quite sat right with me. The reason I do what I do is because I genuinely want sellers to understand that there are different options available. The market is changing, yet many people are still paying high percentage-based fees without ever questioning why. I believe in transparency, fairness and giving clients control. For me, it’s about modernising the industry and helping people make informed decisions about one of the biggest financial transactions of their lives.

• What’s your favourite thing about your job?
  For me, that’s an easy one — it’s helping people move home the right way. Moving house is one of the biggest decisions people make, and it’s often tied to major life moments — growing families, fresh starts, downsizing, new opportunities. Being part of that journey is a real privilege. I love being able to save sellers money while still delivering a high level of service. There’s a perception that you either pay high fees for good service or cut costs and sacrifice quality — and that simply shouldn’t be the case. Equally, I enjoy guiding buyers through what can sometimes feel like a complicated process. Making sure they understand every step, setting expectations properly, and being proactive rather than reactive — that only really comes with experience. Ultimately, my favourite part is giving people clarity, confidence and control in what can otherwise be a stressful process.

·How can you help prospective clients?
-I believe I bring a really well-rounded perspective to my clients. I’ve worked in busy city centre markets, across South Wales, and now within the unique and often lifestyle-driven market here in Pembrokeshire. That range of experience means I understand different types of buyers, different property styles, and different motivations behind a move. I also understand both sides of the industry — the traditional high street model and the modern hybrid approach. That gives me the ability to advise clients based on what genuinely suits them, rather than what suits an agency’s internal targets or commission structure. It’s a shifting market. There are some fantastic new agents out there, but unfortunately there are still examples of poor communication, unclear pricing, and decisions being driven by sales targets rather than client outcomes. Many buyers and sellers simply aren’t told what their options are or what they’re entitled to expect. The modern hybrid model allows for far greater transparency — from pricing discussions to how offers are handled and negotiated. Clients can see what’s happening, understand their position clearly, and feel in control. For me, it comes down to doing the right thing. Clear advice, honest conversations, proactive communication — and genuinely caring about the outcome for the client, not just the transaction.

• What’s the best way for people to get in touch with you?
  The easiest way is to contact me directly. You can email me at matthew.elliott@yopa.co.uk or call or text me on 07889 886564 — I’m always happy to have an informal chat about the market or someone’s plans, even if they’re just exploring their options. You can also find me on social media — search Yopa Pembrokeshire on Facebook, or head over to YouTube and look for Yopa West Wales, where I share property tours — whether someone prefers a phone call, text, Whatsapp, email, or social media message, I’m easy to reach.