Sam and Emma reflect on the recent Summer Mastermind and unpack the key topics like effective lead generation, using AI tools for productivity, and practical accounting.

Emma shares her recruitment and team-building practices, Sam discusses a framework for leveraging ChatGPT and explains why the right resources, support, and systems can provide a foundation that not only grows your agency but transforms your work-life balance.

Take away practical advice on improving recruitment, optimizing operations, and getting the most from the resources available to independent estate agency leaders. Listen in and see how the Mastermind experience can unlock new growth opportunities for your own agency.

Here are the links to the resources mentioned in this episode:

Andy Crestodina LinkedIn

https://www.linkedin.com/in/andycrestodina/

https://www.amazon.co.uk/Content-Chemistry-Illustrated-Handbook-Marketing/dp/0988336499

The AI Driven Leader by Geoff Woods https://www.amazon.co.uk/AI-Driven-Leader-Harnessing-Smarter-Decisions/dp/B0DB8QL3ZK

Confessions of the Pricing Man by Hermann Simon

https://www.amazon.co.uk/Confessions-Pricing-Man-Affects-Everything/dp/3319203991

The Mortgage Mum

https://themortgagemum.co.uk/

Listen again to Episode 9 of the Ignite Podcast - LEGEND: Our Legendary Conversion Formula to Turn Valuations Into Instructions

Some key takeaways:

➡️ Secondary income streams, systemized lead gen, and creative accounting keep agencies agile and future-proof.
➡️ AI, when used with strong frameworks, can boost productivity for agency owners at any stage.
➡️ Recruitment and retention demand process, structure, and a focus on culture.

Some great moments:

✅ “If you’re going to do a job application on ChatGPT, remove your prompt and remove the footings.”
✅ “When you value a unique home, even if you don’t think you could get the price… you could be wrong. You just need one buyer a

Want to grow your agency with confidence?

Book a free strategy call with Sam
Get clear on what’s holding your agency back — and what to do about it.
https://www.samashdown.co.uk/call

Catch up on more episodes of Ignite Your Estate Agency
Smart, straight-talking strategies from the front line.
https://www.ajmastermind.co.uk/ignite-podcast

Request an AJ Mastermind brochure
Call 015394 40892 or email emma@ajmastermind.co.uk

Join our private Facebook group
Connect with growth-minded agency owners like you.
https://www.facebook.com/groups/ajmmforagencygrowth

Have a question?
Email Sam: sam@ajmastermind.co.uk
Email Phil: phil@ashdownjones.co.uk

Don’t miss our next live event
Find out what’s coming up:
https://www.ajmastermind.co.uk/events

While Phil was out of the office, the Ignite Podcast was taken over by two of his kids, Rosie and Noah Jones! What do they want to be when they grow up? What do they think Phil actually does? And why wasn’t Noah allowed any pudding last night?

You do not want to miss this episode (unless you’re Phil of course)...

And if you want to see more of Noah and Rosie, check out ‘Trips with the Joneses’ on YouTube https://www.youtube.com/@TripsWithTheJoneses

Some key takeaways:

➡️ Children have their own views on business and often provide surprising wisdom.

➡️ Running an independent estate agency has a unique impact on family life and routines.

➡️ Clear boundaries and communication are essential for balancing business and home life.

Some notable moments:

✅ “Your fun shouldn’t impact anybody else’s fun.”

✅ “They're not our houses. We’re selling them for the owners.”

✅ “Daddy does the best cuddles… Except for Mummy’s cuddles.”

Want to grow your agency with confidence?

Book a free strategy call with Sam
Get clear on what’s holding your agency back — and what to do about it.
https://www.samashdown.co.uk/call

Catch up on more episodes of Ignite Your Estate Agency
Smart, straight-talking strategies from the front line.
https://www.ajmastermind.co.uk/ignite-podcast

Request an AJ Mastermind brochure
Call 015394 40892 or email emma@ajmastermind.co.uk

Join our private Facebook group
Connect with growth-minded agency owners like you.
https://www.facebook.com/groups/ajmmforagencygrowth

Have a question?
Email Sam: sam@ajmastermind.co.uk
Email Phil: phil@ashdownjones.co.uk

Don’t miss our next live event
Find out what’s coming up:
https://www.ajmastermind.co.uk/events

Sam and Phil examine some of the most common myths holding back estate agencies. Is misinformation costing you time and money?

Why do expensive websites and software packages rarely translate into more business? How can a simple shopfront outperform a glitzy online presence?

Sam and Phil talk through their approach to lead generation and where agency owners should focus resources for genuine business growth.

Discover the numbers that drive instructions and sales, and find out why prioritising new listings over chasing individual sales is the route to scaling your agency.

During this podcast Sam mentions a previous episode with guest Paul Avins. You can scroll back in your feed to episode 148 if you want to listen to that episode.

Some key takeaways:

➡️ Investment in fancy websites and excessive tools does not guarantee instructions or market presence.
➡️ The majority of time and spend should focus on lead generation, not cosmetics.
➡️ Prioritising consistent new listings is essential for sustainable estate agency growth.

Some great moments:

✅ “Unless they’re a ridiculously good marketer, you just need something simple, something that sets your brand and can funnel people into the right place.”

✅ “The long term play is always to focus on listings.”

✅ “Clients aren’t instructing you for 360 tours, they want results and the right buyer.”

Want to grow your agency with confidence?

Book a free strategy call with Sam
Get clear on what’s holding your agency back — and what to do about it.
https://www.samashdown.co.uk/call

Catch up on more episodes of Ignite Your Estate Agency
Smart, straight-talking strategies from the front line.
https://www.ajmastermind.co.uk/ignite-podcast

Request an AJ Mastermind brochure
Call 015394 40892 or email emma@ajmastermind.co.uk

Join our private Facebook group
Connect with growth-minded agency owners like you.
https://www.facebook.com/groups/ajmmforagencygrowth

Have a question?
Email Sam: sam@ajmastermind.co.uk
Email Phil: phil@ashdownjones.co.uk

Don’t miss our next live event
Find out what’s coming up:
https://www.ajmastermind.co.uk/events

Sam and Phil continue to look back over 100 months of AshdownJones, reflecting on the evolution of the agency and what has or hasn’t changed since their journey began. You’ll hear about their early misconceptions, strategies that worked, marketing lessons they learned and why focusing on high-value homes was their key differentiator.

They discuss risk, leadership, and the challenges of scaling a team while maintaining a distinct brand voice. Hiring decisions, market conditions, and relentless listing strategies have all shaped the path of AshdownJones and Sam and Phil are now building long-term security for the business with a property portfolio.

What does it take to step back from day-to-day operations and how do the team maintain motivation and focus whilst planning for a sustainable business?

Key takeaways:

➡️ Clear communication and quick action are crucial for leadership and growth.

➡️ Building a property portfolio can provide future financial security beyond your agency’s regular income.

➡️ Consistency in listings and not cutting corners on marketing can pave the way for long-term agency success even in uncertain markets.

Notable moments:

✅ “We actually did feel that our biggest competitors were going to be more difficult to overcome than they have been.”

✅ “Whenever we've been short of money, the answer is usually to list more homes.”

✅ “Nobody's ever going to care about your business as much as you do. And therefore, when the rubber hits the road, sometimes we have to get back in again.”

Want to grow your agency with confidence?

Book a free strategy call with Sam
Get clear on what’s holding your agency back — and what to do about it.
https://www.samashdown.co.uk/call

Catch up on more episodes of Ignite Your Estate Agency
Smart, straight-talking strategies from the front line.
https://www.ajmastermind.co.uk/ignite-podcast

Request an AJ Mastermind brochure
Call 015394 40892 or email emma@ajmastermind.co.uk

Join our private Facebook group
Connect with growth-minded agency owners like you.
https://www.facebook.com/groups/ajmmforagencygrowth

Have a question?
Email Sam: sam@ajmastermind.co.uk
Email Phil: phil@ashdownjones.co.uk

Don’t miss our next live event
Find out what’s coming up:
https://www.ajmastermind.co.uk/events

Sam and Phil reflect on 100 months of AshdownJones, sharing the decisions that shaped their estate agency as they scaled from an idea with “a couple of laptops and a lot of confidence” to a thriving team.

In eight years, they’ve moved from doing the work to leading and managing operations, making tough calls about market focus, growth principles, walking away from tempting deals, and coping through Covid.

Some key takeaways:

➡️ Growth requires letting go of daily tasks and focusing on team leadership and strategy.

➡️ Making decisions based on principle, not fear or urgency, drives long-term agency health.

➡️ Being selective in your market and investing in proven lead generation methods creates reliable results.

Notable moments:

✅ “We’ve gone from starting with an idea… to today, where we’ve got a staff of 12, turnover over a million. It’s completely different.”

✅ “The more bridges you have, the less hard you work… burning your bridges is the best possible thing you can do when you first start.”

✅ “Staff is always stress. So you have to have a mental mind shift as you grow.” ✅ “To have principles that guide you is a really important thing to have, especially when the chips are down.”

Want to grow your agency with confidence?

Book a free strategy call with Sam
Get clear on what’s holding your agency back — and what to do about it.
https://www.samashdown.co.uk/call

Catch up on more episodes of Ignite Your Estate Agency
Smart, straight-talking strategies from the front line.
https://www.ajmastermind.co.uk/ignite-podcast

Request an AJ Mastermind brochure
Call 015394 40892 or email emma@ajmastermind.co.uk

Join our private Facebook group
Connect with growth-minded agency owners like you.
https://www.facebook.com/groups/ajmmforagencygrowth

Have a question?
Email Sam: sam@ajmastermind.co.uk
Email Phil: phil@ashdownjones.co.uk

Don’t miss our next live event
Find out what’s coming up:
https://www.ajmastermind.co.uk/events

Sam sits down with Tom, Hannah, and Edward from the Ashdown Jones team to discuss current conditions in the property market and what trends they’re seeing. What has changed for estate agencies lately? Reduced viewing numbers? Lower response rates from marketing campaigns? Challenges in getting homes sold?

Tom shares insight into changing valuation patterns and why more homeowners are seeking advice without real plans to sell. Hannah covers practical retention strategies for keeping clients informed and positive and talks through shifts in buyer demand at different market levels. Edward brings the numbers to the table, highlighting patterns over the last three years and how unpredictable external factors are influencing outcomes for the industry.

Some key takeaways:

➡️ Shifts in buyer and seller motivation are changing response and conversion rates for independent agencies.

➡️ Transparent follow-up and proactive retention can protect client relationships in slower markets.

➡️ Tracking expenses and making regular financial audits are essential practices for estate agency owners navigating uncertainty.

Some great moments:

✅ “A lot of people are scoping out the value, they’re not intentional, whereas when the market was more buoyant, we were seeing more serious sellers.”

✅ “Over-communicate. Get all those different touch points in with clients because they’re getting frustrated.”

✅ “You need to bank these instructions for the future, to make sure that you carry on talking to them.”

Want to grow your agency with confidence?

Book a free strategy call with Sam
Get clear on what’s holding your agency back — and what to do about it.
https://www.samashdown.co.uk/call

Catch up on more episodes of Ignite Your Estate Agency
Smart, straight-talking strategies from the front line.
https://www.ajmastermind.co.uk/ignite-podcast

Request an AJ Mastermind brochure
Call 015394 40892 or email emma@ajmastermind.co.uk

Join our private Facebook group
Connect with growth-minded agency owners like you.
https://www.facebook.com/groups/ajmmforagencygrowth

Have a question?
Email Sam: sam@ajmastermind.co.uk
Email Phil: phil@ashdownjones.co.uk

Don’t miss our next live event
Find out what’s coming up:
https://www.ajmastermind.co.uk/events

Sam and Phil break down when and why agency owners should consider hiring an Operations Manager, challenging misconceptions around the cost and value, and examining what an Ops Manager actually does day-to-day.

The right operational structure can support you to focus on growth and strategy and this podcast addresses common mistakes and practical solutions.

Some key takeaways:

➡️ The right operations support increases efficiency and lets estate agency owners focus on growth.
➡️ Hiring an ops manager too early or too late are both common pitfalls.
➡️ Defining roles, responsibilities, and expectations is essential for successful agency scaling.

Some great moments:

✅ “If you don’t have an operations manager, you are the operations manager. While you're managing operations, you're looking down, not looking ahead.”
✅ “Your operations manager is like the tactician who keeps the team working together, so you can actually score the goals.”
✅ “They should be able to increase everyone else's output by 10, 20, 30% in the company as a whole.”

Want to grow your agency with confidence?

Book a free strategy call with Sam
Get clear on what’s holding your agency back — and what to do about it.
https://www.samashdown.co.uk/call

Catch up on more episodes of Ignite Your Estate Agency
Smart, straight-talking strategies from the front line.
https://www.ajmastermind.co.uk/ignite-podcast

Request an AJ Mastermind brochure
Call 015394 40892 or email emma@ajmastermind.co.uk

Join our private Facebook group
Connect with growth-minded agency owners like you.
https://www.facebook.com/groups/ajmmforagencygrowth

Have a question?
Email Sam: sam@ajmastermind.co.uk
Email Phil: phil@ashdownjones.co.uk

Don’t miss our next live event
Find out what’s coming up:
https://www.ajmastermind.co.uk/events

Sam and Phil break down the recent Panorama documentary "Undercover Estate Agents," offering an insider's take on how estate agency practices were presented on TV. What was really uncovered? And what was missed?

If you haven’t seen it yet, you can watch it here:

https://www.bbc.co.uk/iplayer/episode/m002fygs/panorama-undercover-estate-agent

How are industry perceptions shaped by documentaries like this, why is upselling commonplace and what is the difference between business reality and media expectation?

and reflect on the practicalities of compliance, commission, and serving both sellers and buyers.

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

BOOK A CALL WITH SAM to find out how to scale your agency

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:

➡️ Media exposes rarely tell the whole story, understanding how your agency is perceived still matters.
➡️ Clear boundaries between ancillary services and sales advice protect clients and your brand.
➡️ Coaching and peer exchange can open doors to bigger, better instructions and build resilience.

Some standout moments:

✅ "If they go looking for dirt, in any industry, they’re gonna find it.”
✅ “You get what you pay for. You get what you don’t pay for.”
✅ “If you’re not paying for a service and then expecting amazing communication, well, there’s something not quite right on both sides.”

Want to grow your agency with confidence?

Book a free strategy call with Sam
Get clear on what’s holding your agency back — and what to do about it.
https://www.samashdown.co.uk/call

Catch up on more episodes of Ignite Your Estate Agency
Smart, straight-talking strategies from the front line.
https://www.ajmastermind.co.uk/ignite-podcast

Request an AJ Mastermind brochure
Call 015394 40892 or email emma@ajmastermind.co.uk

Join our private Facebook group
Connect with growth-minded agency owners like you.
https://www.facebook.com/groups/ajmmforagencygrowth

Have a question?
Email Sam: sam@ajmastermind.co.uk
Email Phil: phil@ashdownjones.co.uk

Don’t miss our next live event
Find out what’s coming up:
https://www.ajmastermind.co.uk/events