His background is in building, he started out in 'Property services', began converting properties and then grew from there. I know of an ex-footballer who has a property academy too very similar. I'm inclined to think someone somewhere is coaching people to coach in property or selling the programme.
I've noticed so many similarities to how people use sites such as those you can make at MailChimp. The idea that you hook someone in with something free (a free download or course perhaps!) in order to get them to join your mailing list which they then enter your sales funnel.
In MLM it is called a pipeline but it's the same idea, that you learn your stats and know how many people to speak to in order to recruit I.e.
Contact 100 people
60 will agree to look at your opportunity
Out of that sixty, 3 will join
Of that 3, one will be successful
So all he has to do is know his stats, that if he has a room full of 100 people he will sell his first course to ten people perhaps and maybe 2 will do the full course.
I know from speaking with someone who attended one of his free courses he uses herd mentality and phrases such as
"Ok everyone stand up. Stay standing if you are willing to commit to changing your life. Stay standing if you are willing to commit to that change NOW!"
In a room full of people who wants to be the one who doesn't want to change their life? Who wants to be the first to sit down?
Naturally most people stay standing and commit themselves. They are then put in a position to pay a deposit. At this point pride takes over and few people will want to admit they don't want to pay or cannot afford it.
I know from speaking to an attendee that his programme spends a large portion of time with him telling his rags to riches story and getting people working on their mindset to believe that they can do it too.
His strategy boasts that he can show you how to start with none of your own money. These strategies include bank loans, releasing equiry from your own house and investors. If you have a poor credit score and cannot get a bank loan, I hardly imagine an investor is willing to hand over 1000s of pounds however well you may know them. Putting your home at risk is also a terrible strategy.
I have no doubt the skills and knowledge he has are valuable as a mentor but these courses are padded out with mindset which is his real product. As far as I know, everything he teaches is already out there for free.