A BUSY Phil Spencer is running late when a taxi picks him up from Swansea's high street station where he has just arrived from London Paddington.

Ever since becoming the laid-back screen partner to Kirstie Allsopp's high-maintenance princess on Channel 4's Location, Location, Location a dozen or so years ago, Phil's been very hot property himself.

Their bickering double-act on the home-finding show (and its sequel Relocation, Relocation) is a sweetly teasing relationship in which Kirstie sends up his sex-symbol status while he treats her like a bossy sister with too much (sartorial) baggage.

"She does love her shoes and scarves," he says.

The duo's most recent C4 wheeze — Vacation, Vacation, Vacation, for which 42-year-old Phil went snorkelling and scuba diving in the Maldives and snowmobiling in Iceland — was another big hit for them.

"We spotted a gap in the market — TV travel shows had been crowded out by, er, too many property programmes. The cameras followed us around from the moment we got up — it was a bit like Big Brother, with God knows how many shots of me cleaning my teeth."

But now it is a Saturday morning, and he finds himself in the rather colder climes of Swansea helping to promote a new Taylor Wimpey development on the old Emmanuel School site at Bryn Newydd in Derwen Fawr.

It has been a longish three-hour train journey from his family home in London and yes, he jokingly admits, it wasn't one he was particularly relishing when he woke at 6 that morning.

Maybe not. But his fans certainly were. As he draws up to the development, there is a sizeable army of them waiting to press-the-flesh with television's undisputed property king.

Both he and sidekick Kirstie Allsop were accidental TV stars. "We were advising on TV property programmes behind the scenes and Channel 4 decided to screen-test us to see what we were like together," says Phil.

"Although she's as mad as a bucket of snakes, it's a functioning relationship — we are friends. Finding a home for someone is very satisfying — there are so many hopes and dreams tied up in it."

He has just finished filming a second series of his Channel 4 Relocation spin-off Secret Agent with two of the shows based in Swansea. So yes, he knows a thing or two about the state of the local property market here as well.

His tips on buying and selling in a sluggish market?

Make sure the exterior of your home is looking its very best. And see how it compares with that of your neighbours.

"If it doesn't you won't even get people over the front door," he says.

"And in this kind of market, that is unforgivable."

Then there is the issue of price. During the housing boom, many families were able to cash in on huge rises in their property's value in order to buy bigger, more luxurious homes. That's all changed. Now, price is key. Getting it absolutely spot on from the off is vital.

"Next, check your property details with your agent. Look at how it is being described. Does it need new photographs to freshen it up a little?

"If it does, ask for them to be done."

"You cannot rely on the market helping you to move in the future," he adds.

"It's not enough to buy a property and think, I'll own it for two or three years, it'll go up in value, and I'll be able to trade up the ladder. That doesn't cut it any more. You've got to be more strategic. This is a long-term decision.

"Look for opportunities to add value; and look for properties that can be adapted to meet your requirements as they change."

The advice paints a realistic picture for both current buyers and sellers. Those who bought at the height of the market, and are now in negative equity, are in the worst position as they can see little prospect of trading up. But if you do manage it, now is a great time to do exactly that. If you have to take, say ,a 10 per cent drop in your selling price ask for the same percentage to be knocked from the one you are trading up to will. It is you who will be the winner as the figure will be higher.

"If you want to move home in 2012, be prepared to be flexible on your own asking price and to do some serious negotiating work getting the seller of the home you hope to buy to act accordingly. And don't forget, estate agents don't get paid for homes that don't sell, so make them work hard for you when either buying or selling."

He admits to not taking himself too seriously, but tells me: "I could talk about the state of the market for hours.

"I hope this doesn't sound too worthy, but finding a home for someone is a very satisfying and fulfilling thing — there are so many hopes and dreams tied up in it, and to go through that with someone is a real journey."

I'm dying to ask Mr Property to value my own house. It's only down the road.

Des Res or shabby pile? I need to know!

Tragically, there isn't time for a viewing. But he's used to such requests. People do come up to me at parties for advice, and I'm usually happy to help," he adds.

"It's part of what I do and I like what I do — I'm not precious!"