Sam is joined by Clare Hughes whose career journey went from London’s high street agencies to founding her own business with eXp. She shares how the landscape in East London has changed since the 2012 Olympic regeneration.

Clare is the co-founder (with Liana Loporto-Browne) of Women in Estate Agency, which aims to create a safe space for sharing challenges unique to women in the industry. Clare and Sam discuss the impact of leadership programs, the value of mentorship, and strategies for long-term relationship marketing.

Other topics include gender dynamics in recruitment, unconscious bias in job specs, and what agency owners can do to promote equality in their teams.

Here’s how we can help you to IGNITE your agency:

Find out more about COSMO and take advantage of our exclusive podcast offer!

LISTEN to another episode

Request an AJ Mastermind brochure by calling 015394 40892 or emailing emma@ajmastermind.co.uk

Connect with a community of ambitious agency owners on our private AJ Mastermind FACEBOOK PAGE

For your questions, reach out to Sam Or Phil: sam@ajmastermind.co.uk OR phil@ashdownjones.co.uk

Stay updated on our upcoming EVENTS

If you missed it, you can watch Liam’s viral video on…

TikTok: https://vm.tiktok.com/ZNdjjNGGL/

Instagram: https://www.instagram.com/reel/DI9aS-sNRM9/?igsh=MTJiem9xdmxoZjhsZg==

Some key takeaways:

➡️ Leveraging local networks and referrals can underpin agency growth.
➡️ Building a personal brand often means overcoming self-doubt and prioritising authenticity.
➡️ Addressing equality and bias in recruitment is essential for future-ready estate agencies.

Some notable moments:

✅ “Have you, have you read the let them theory?... You can't change what somebody's thinking about you... You can only change yourself.”
✅ “It's me that gets me through the door. EXP is a platform to run the business how I want to.”
✅ “If women don't meet at least seven out of ten (criteria), they won't apply. Whereas men, it's about three and they'll apply.”

Women in Estate Agency: https://womeninestateagency.co.uk/

Cosmo: https://www.ajmastermind.co.uk/cosmoignite

Listen: https://www.ajmastermind.co.uk/ignite-podcast

Facebook Page: https://www.facebook.com/groups/ajmmforagencygrowth

Upcoming Events: https://www.ajmastermind.co.uk/events/

How can you manage your team effectively without slipping into micromanagement? This week Sam and Phil explore the difference between leadership and management and discuss how the right structure for your estate agency can support growth and empower your team, rather than causing confusion or frustration.

Are the best salespeople always the best managers or could promoting people based on skillset create a healthier office dynamic.

Sam recommends reading THE ANSWER IS A QUESTION by Laura and Dominic Ashley-Timms for advice on handling mistakes, encouraging staff accountability and not becoming a parent to your employees by trying to solve all of their issues for them.

Here’s how we can help you to IGNITE your agency:

Find out more about COSMO and take advantage of our exclusive podcast offer!

LISTEN to another episode

Request an AJ Mastermind brochure by calling 015394 40892 or emailing emma@ajmastermind.co.uk

Connect with a community of ambitious agency owners on our private AJ Mastermind FACEBOOK PAGE

For your questions, reach out to Sam Or Phil: sam@ajmastermind.co.uk OR phil@ashdownjones.co.uk

Stay updated on our upcoming EVENTS

Key takeaways:

➡️ Clarity on the difference between management and leadership is essential for healthy agency growth.
➡️ Building strong processes lets your team manage themselves, freeing you up to focus on big-picture leadership.
➡️ Effective management means asking better questions, not just giving orders.

Memorable moments:

✅ “Leadership is all about setting the direction… Management is making sure all parts are working like a machine.”
✅ “You should be looking for who’s the best person to manage the team—not just the best at the job.”
✅ “If you treat someone as an adult, not always but usually, they respond as an adult.”

Tune in now to unlock ways to empower your team, structure your agency for success, and ignite the next phase of your estate agency’s journey.

The Answer is a Question: https://theanswerisaquestion.com/

Cosmo: https://www.ajmastermind.co.uk/cosmoignite

Listen: https://www.ajmastermind.co.uk/ignite-podcast

Facebook Page: https://www.facebook.com/groups/ajmmforagencygrowth

Upcoming Events: https://www.ajmastermind.co.uk/events/

Have you seen the video? It even made the national news…

“London Marathon runner gets tube back home and something special happens” (The Mirror)

Watch it on TIKTOK or INSTAGRAM

AJ’s Marketing and Content Creator (and Sam’s future son-in-law) Liam Hussell went viral as he was making his way home after running the London Marathon.

Liam joins Sam to explore what makes a video go viral and why it matters for independent estate agency owners. The video has been viewed by millions across TIKTOK and INSTAGRAM, but how could it help your agency’s content strategy?

Authenticity, timing, emotion, and knowing your audience, these are all elements seen in almost all viral videos. Do you have a content plan that leverages current events, involves your community and always focuses on value for your followers. We’ve got tips to help you to spot viral opportunities to drive brand growth.

Check out the Viral HUSSELLUP Recipe to find out how they did it!

Here’s how we can help you to IGNITE your agency:

Find out more about COSMO and take advantage of our exclusive podcast offer!

LISTEN to another episode

Request an AJ Mastermind brochure by calling 015394 40892 or emailing emma@ajmastermind.co.uk

Connect with a community of ambitious agency owners on our private AJ Mastermind FACEBOOK PAGE

For your questions, reach out to Sam Or Phil: sam@ajmastermind.co.uk OR phil@ashdownjones.co.uk

Stay updated on our upcoming EVENTS

Key takeaways:

➡️ A mix of timing, relevance and authentic emotion can dramatically extend your reach on social media.

➡️ Making your community the focus of your content helps build loyalty and interest in your agency’s brand.

➡️ Estate agency owners can achieve more consistent content growth by understanding the principles behind viral success.

Notable moments:

✅ “It became viral in such a short space of time. It kind of dominated all the feeds.”

✅ “Tess got straight on it. It was a pretty much perfect video. It could have gone wrong in so many different ways.”

✅ “Making the audience the hero... that also helped people just feel really good about sharing that video.”

Watch the viral video on…

TikTok: https://vm.tiktok.com/ZNdjjNGGL/

Instagram: https://www.instagram.com/reel/DI9aS-sNRM9/?igsh=MTJiem9xdmxoZjhsZg==

Follow HussellUp on…

TikTok:https://www.tiktok.com/@hussellupsocial

Instagram: https://www.instag

Cosmo: https://www.ajmastermind.co.uk/cosmoignite

Listen: https://www.ajmastermind.co.uk/ignite-podcast

Facebook Page: https://www.facebook.com/groups/ajmmforagencygrowth

Upcoming Events: https://www.ajmastermind.co.uk/events/

This week, Sam and Phil take you through a hands-on agency audit, to highlight how regular check-ins on your website, social channels, lead generation, numbers, and processes can unlock consistent progress.

There are practical steps on refining your website and Google presence, building an effective content strategy for sellers, and tracking financials throughout the year. Find out where many agencies slip up when it comes to growth and saleability.

You need to have your systems ready, whether you plan to sell or simply want to operate at the top of your game. Task-sheets, regular numbers reviews, and a simple lead generation funnel can make all the difference.

Here’s how we can help you to IGNITE your agency:

Find out more about COSMO and take advantage of our exclusive podcast offer!

LISTEN to another episode

Request an AJ Mastermind brochure by calling 015394 40892 or emailing emma@ajmastermind.co.uk

Connect with a community of ambitious agency owners on our private AJ Mastermind FACEBOOK PAGE

For your questions, reach out to Sam Or Phil: sam@ajmastermind.co.uk OR phil@ashdownjones.co.uk

Stay updated on our upcoming EVENTS

Some key takeaways:

➡️ Auditing your agency each quarter highlights small changes that add up to big results.

➡️ Clear website content and consistent social strategies enable easier seller conversions.

➡️ Saleable, systemised agencies don’t rely on one person—they’re easy to step back from or scale.

Some great moments:

✅ “You can literally go knock on someone's door and add a hundred thousand to your turnover in a week. In any other industry, that's quite hard to do.”

✅ “If you're going to rely on organic only, you are strangling your business all the time.”

✅ “The answer to every problem is list. Every problem I’ve ever heard of—that’s to do with sales, marketing, financials, fees... the answer is always list.”

Cosmo: https://www.ajmastermind.co.uk/cosmoignite

Listen: https://www.ajmastermind.co.uk/ignite-podcast

Facebook Page: https://www.facebook.com/groups/ajmmforagencygrowth

Upcoming Events: https://www.ajmastermind.co.uk/events/

Cosmo: https://www.ajmastermind.co.uk/cosmoignite

Listen: https://www.ajmastermind.co.uk/ignite-podcast

Facebook Page: https://www.facebook.com/groups/ajmmforagencygrowth

Upcoming Events: https://www.ajmastermind.co.uk/events/

In this episode, Sam and Phil share recent experiments with ChatGPT and Perplexity, testing how these tools answer the question, “Who is the best estate agent in Windermere?” and what that means for your agency’s online profile. How is AI already impacting consumer journeys and estate agency marketing, both behind the scenes and in public perception?

Find out how to use your information to get better AI visibility and why giving AI a specific persona in your prompts can create more tailored results, but don’t forget to fact-check the generated content before using it!

You can adopt AI without losing the personal touch, by utilising it for low-level tasks which will help you stay ahead of the game as technology continues to move quickly.

Here’s how we can help you to IGNITE your agency:

Find out more about COSMO and take advantage of our exclusive podcast offer!

LISTEN to another episode

Request an AJ Mastermind brochure by calling 015394 40892 or emailing emma@ajmastermind.co.uk

Connect with a community of ambitious agency owners on our private AJ Mastermind FACEBOOK PAGE

For your questions, reach out to Sam Or Phil: sam@ajmastermind.co.uk OR phil@ashdownjones.co.uk

Stay updated on our upcoming EVENTS

Some key takeaways:

➡️ Consistent branding across all digital platforms boosts your agency’s standing in AI-generated search results.

➡️ Your agency’s narrative is shaped by both your own content and external third-party sources, both of which should reinforce your position in the market.

➡️ Leveraging AI for research, copy ideas, and workflow automation can create a competitive advantage, but accuracy must always be fact-checked.

Some great moments:

✅ “We’re trying to make sure we’re manipulating AI searches to make sure they come to us, but actually they’re going to third parties. So we have to make sure the third-party data is also singing our praises.”

✅ “Whatever we think the reasons are that we should be considered to be somebody’s first choice of estate agent in the Lake District for selling a high value home, Perplexity are one step ahead of us—they’ve decided those four reasons are reasons we should be chosen.”

✅ “AI does something called hallucinating. So it makes up a fact because otherwise it’s got a gap in its copy or its narrative or its point. So you’ve got to be really careful.”

Cosmo: https://www.ajmastermind.co.uk/cosmoignite

Listen: https://www.ajmastermind.co.uk/ignite-podcast

Facebook Page: https://www.facebook.com/groups/ajmmforagencygrowth

Upcoming Events: https://www.ajmastermind.co.uk/events/

Cosmo: https://www.ajmastermind.co.uk/cosmoignite

Listen: https://www.ajmastermind.co.uk/ignite-podcast

Facebook Page: https://www.facebook.com/groups/ajmmforagencygrowth

Upcoming Events: https://www.ajmastermind.co.uk/events/

In this episode, we address one of the least exciting yet critically essential topics in the property sector - Anti-Money Laundering (AML).

Phil highlights the steps estate agency owners should take to ensure compliance and avoid hefty fines, which can range from £1,500 to as much as £52,000!

Find out the common pitfalls and the solutions that can prevent financial penalties, including regular training, and risk analyses which are necessary for protecting your agency’s future.

Learn the importance of identification checks and how to effectively implement SARs (Suspicious Activity Reports), ensuring your agency stays on the right side of the law in a landscape that can often feel like a minefield.

Here’s how we can help you to IGNITE your agency:

Find out more about COSMO and take advantage of our exclusive podcast offer!

LISTEN to another episode

Request an AJ Mastermind brochure by calling 015394 40892 or emailing emma@ajmastermind.co.uk

Connect with a community of ambitious agency owners on our private AJ Mastermind FACEBOOK PAGE

For your questions, reach out to Sam Or Phil: sam@ajmastermind.co.uk OR phil@ashdownjones.co.uk

Stay updated on our upcoming EVENTS

Some key takeaways:

➡️ Registration and updated AML policy are vital to avoiding fines.

➡️ Regular training and well-documented risk assessments support compliance.

➡️ Identifying suspicious activities early can protect your agency from future legal troubles.

Some great moments:

✅ “If you’re registered and have a clear AML policy, you’re already a step ahead.”

✅ “We try and do two or three suspicious activity reports a year; if any red flag arises, it's sure to be followed.”

✅ “Half the agents aren’t downloading titles on land registry; without this, you’re partly flying blind on ownership checks.”

Cosmo: https://www.ajmastermind.co.uk/cosmoignite

Listen: https://www.ajmastermind.co.uk/ignite-podcast

Facebook Page: https://www.facebook.com/groups/ajmmforagencygrowth

Upcoming Events: https://www.ajmastermind.co.uk/events/

Cosmo: https://www.ajmastermind.co.uk/cosmoignite

Listen: https://www.ajmastermind.co.uk/ignite-podcast

Facebook Page: https://www.facebook.com/groups/ajmmforagencygrowth

Upcoming Events: https://www.ajmastermind.co.uk/events/

Find out what it’s really like to live with Phil Jones, as he is joined by his wife Molly (who also happens to be Sam’s daughter) on the Ignite Podcast this week!

No topic is off limits as Molly talks about how Phil running an estate agency impacts their family life! How has Phil balanced his professional ambitions with family responsibilities, and how does entrepreneurship ripple through their personal lives.

Molly shares the sacrifices that come with being married to an estate agency owner and highlights the importance of communication in managing both business pressures and home life, while Phil reflects on how to maintain a harmonious work-life balance.

As a huge Disney fan, Molly also suggests some unexpected ways that you could bring a bit of Walt Disney magic to your estate agency!

“All our dreams can come true, if we have the courage to pursue them” Walt Disney

Here’s how we can help you to IGNITE your agency:

• Find out more about COSMO and take advantage of our exclusive podcast offer!
• LISTEN to another episode
• Request an AJ Mastermind brochure by calling 015394 40892 or emailing emma@ajmastermind.co.uk
• Connect with a community of ambitious agency owners on our private AJ Mastermind FACEBOOK PAGE
• For your questions, reach out to Sam Or Phil: sam@ajmastermind.co.uk OR phil@ashdownjones.co.uk
• Stay updated on our upcoming EVENTS

Some key takeaways:

➡️ Strong communication and understanding are vital in balancing business demands with family life.

➡️ Estate agency success requires not just professional effort, but also emotional investment and resilience.

➡️ Balance in home and professional life is crucial for sustainable business growth.

Some great moments:

✅ “It feels worth it, the positives outweigh the negatives. And I think it is because I see the results of all the hard work.”

✅ “You're always thinking ahead, it's one of the traits contributing to your success, but sometimes you need to be present in the moment.”

✅ “Remember, it's not about juggling everything perfectly, but knowing what to prioritise when it matters most.”

Cosmo: https://www.ajmastermind.co.uk/cosmoignite

Listen: https://www.ajmastermind.co.uk/ignite-podcast

Facebook Page: https://www.facebook.com/groups/ajmmforagencygrowth

Upcoming Events: https://www.ajmastermind.co.uk/events/

Cosmo: https://www.ajmastermind.co.uk/cosmoignite

Listen: https://www.ajmastermind.co.uk/ignite-podcast

Facebook Page: https://www.facebook.com/groups/ajmmforagencygrowth

Upcoming Events: https://www.ajmastermind.co.uk/events/

How do you cultivate loyalty from your clients past and present? By creating a sense of belonging and maintaining consistent touchpoints to enhance your relationships.

Sam and Phil discuss the familiar touch in the client journey which has helped Ashdown Jones maintain a loyal client base over the years.

Are you making clients feel like they are part of the journey? Is your agency staying connected to clients through innovative communication and how does this approach impact agency performance?

If you want to listen to the Michael Price episode mentioned in this podcast, scroll back to episode 102

Here’s how we can help you to IGNITE your agency:

• Find out more about COSMO and take advantage of our exclusive podcast offer!
• LISTEN to another episode
• Request an AJ Mastermind brochure by calling 015394 40892 or emailing emma@ajmastermind.co.uk
• Connect with a community of ambitious agency owners on our private AJ Mastermind FACEBOOK PAGE
• For your questions, reach out to Sam Or Phil: sam@ajmastermind.co.uk OR phil@ashdownjones.co.uk
• Stay updated on our upcoming EVENTS

Essential insights include:

➡️ Building client loyalty through consistent branding and touchpoints enhances your agency’s reputation.

➡️ Perception and personal engagement are crucial for fostering a mutually beneficial client journey.

➡️ Differentiating your estate agency through personalized communication strategies can amplify market presence.

Memorable insights:

✅ “Our early clients felt they discovered us, and they’re part of our journey, not just customers.”

✅ “Recognition and genuine connection are key to reinforcing client loyalty.”

✅ “You don’t need to be physically present at all times, as long as the perception maintains that you are involved.”

Episode Links:

Cosmo: https://www.ajmastermind.co.uk/cosmoignite

Listen: https://www.ajmastermind.co.uk/ignite-podcast

Facebook Page: https://www.facebook.com/groups/ajmmforagencygrowth

Upcoming Events: https://www.ajmastermind.co.uk/events/

Cosmo: https://www.ajmastermind.co.uk/cosmoignite

Listen: https://www.ajmastermind.co.uk/ignite-podcast

Facebook Page: https://www.facebook.com/groups/ajmmforagencygrowth

Upcoming Events: https://www.ajmastermind.co.uk/events/