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Esale, a UK business hits its funding target on the Crowd for Angels platform by raising just over £38,000 from 27 investors. Esale is an online estate agency based in Harrogate which enables homeowners to sell their property from as little as £495. We spoke to their Founder and Managing Director, David Rook and asked him questions to better support your fundraising journey.

Why did you choose crowdfunding over other traditional sources of funding?

With Esale going from strength to strength, as the online sales sector of the industry increases, the directors made the decision earlier this year to raise finance in order to take the business to the next level. I’ve always liked the idea of crowdfunding and I know a lot of our customers were interested in backing us, so this was the obvious choice. We decided to go through the crowdfunding route as we also wanted to open up the opportunity to the wider investor market.

What do you hope to achieve and what will the funds allow you to do?

The money raised from crowdfunding will help us service the increase in business. We are investing in staff (taking on apprentices) and a larger office. The money will also help to increase our growth over the next 12 months and we will be investing in advertising and marketing to attract new sales leads. In the long-term we want to be a viable alternative to the big online estate agents and these funds will put us on the road to achieving that ambition.

What did you think of the investors’ response to your pitch?

On the whole, we had a very positive campaign. As mentioned above, a lot of customers who we had dealt with in the past were interested in getting involved in the business. This was reflected by external investors too.

What was the most difficult part about the crowdfunding process?

It was difficult to get some investors who had shown interest to eventually commit the funds. Just like with our online approach in the early days of the business, I think some people were reluctant to give it a go, at first. However, working with Crowd for Angels we managed to raise our target amount. I think this was helped by our personal approach to customers, as reflected in our reviews on the Trustpilot ratings site – currently a 9.8 out of 10 rating, with 97% 5 star ratings.

Finally, what advice you would give to another start-up in your position?

Before thinking of raising funds from crowdfunding, entrepreneurs should get a solid understanding of the target market, their wants and need. Try to take a step back from your business and look at it from an outsider’s point of view - “take the lid off it and peer in”. Don’t miss an opportunity to get a recommendation or review.

For more information on how you can raise money for your business on Crowd for Angels, contact us here:

Tel: +44 (0)20 7437 2413
Email: [email protected]
Crowd for Angels (UK) Limited
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2nd Floor
London EC4V 2AN


Risk Warning

Investment Risks

Investing in small public listed or private companies involves many risks, including illiquidity, lack of dividends, loss of investment and equity dilution. It should be done only as part of a diversified portfolio. Investing in debt pitches through Crowd for Angels (UK) Limited involves lending to companies and therefore your capital is at risk and interest payments are not guaranteed if the borrower defaults. Please click here to read the full Risk Warning.

Investor Suitability

Investments on this website are targeted exclusively at investors who are sufficiently sophisticated to understand the risks involved and make their own investment decisions. You will only be able to invest in pitches on this website once you are fully authorised and the investment is deemed appropriate for you.

Basis of Investment

Investments can only be made on the basis of information provided in pitches by the investee companies concerned. Crowd for Angels takes no responsibility for information provided by external sources, including investee company websites.

Forward Looking Statements & Forecasts

Pitches may contain forward looking statements and financial forecasts or projections. Forecasts are not a reliable indicator of future performance. Crowd for Angels makes no judgement or opinion of the likelihood of targets being achieved. 

Lack of FSCS Protection

Investments made in companies listed on the Crowd for Angels platform are not covered by the Financial Services Compensation Scheme (FSCS).

Tax Relief

The availability of any tax relief, including EIS and SEIS, depends on the individual circumstances of each investor and of the company concerned, and may be subject to change in the future. If you are in any doubt about the availability of any tax reliefs, or the tax treatment of your investment, you should obtain independent tax advice before proceeding with your investment.

Innovative Finance ISA

Holding an investment within an innovative finance ISA does not reduce the risks associated with an investment or guarantee returns and it is possible to lose all of the money invested.

This page has been approved as a Financial Promotion by Crowd for Angels (UK) Limited (Company number: 03064807), which is authorised and regulated by the Financial Conduct Authority (Reference number: 176508).