Ignite Your Estate Agency

Hosted by Sam Ashdown & Phil Jones

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241

Latest episode

Oct 2025

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About the show

Welcome to the Ignite Podcast, specifically designed to help estate agents ignite the growth of their agency, hosted by Sam Ashdown and Phil Jones. We'll share original content on all things marketing and agency related - from growth and lead generation, to creating and developing your personal brand and building a dream team. You'll hear from the biggest and best marketers, experts and agency coaches from around the world in exclusive interviews. And discover our top level tips, tricks and tactics that are designed to help YOU accelerate the growth of your business. About Sam and Phil: Sam and Phil are mother-in-law and son-in-lawn and co-directors of AshdownJones (the Lake District estate agency), AJ Mastermind (the home of world-class independent estate agency growth) and several other companies. Collectively they have a couple of decades of industry experience between them. We hope you enjoy the Ignite podcast. Let us know what you think by leaving a review. If you want to find out more about AJ Mastermind and what we can do for your agency go to: https://www.ajmastermind.co.uk

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60 recent

October 30, 2025Episode 23656 min

"A banana skin around every corner" - and other agency wisdoms from Malcolm Prescott of Webbers

Sam sits down with Malcolm Prescott, Managing Director of Webbers Estate Agents, to talk about the shifting landscape of estate agencies, discussing what it takes to maintain market leadership across a wide geographical area and explore challenges around team training, client service, and adapting to changing market conditions.Hear Malcolm’s take on what the relentless Rightmove price increases mean for estate agency owners, and the impact technology and AI will have on the future of property marketing. Sam and Malcolm also discuss the fine balance between tradition and innovation, sharing practical steps for boosting brand recognition, improving client touchpoints, and enhancing your agency’s reputation with simple, memorable customer experiences.Keeping your team focused is crucial to navigating today’s “banana-skin” market, and spotting those hidden pitfalls.Find out more about Malcolm and Webbers at https://www.webbers.co.uk/Some key takeaways:➡️ Strategic communication and team morale are essential during uncertain market periods.➡️ Blending traditional service with targeted innovation sets your brand apart from the competition.➡️ Proactive planning and attention to client experience give independent estate agencies the edge.Some insightful quotes:✅ “The oldest forms of promotion in agency are still some of the most important... your boards say a lot about your brand.”✅ “You can't change the economy, but you can change what happens within your four walls.”✅ “A good business looks itself in the mirror and asks: how do we make sure we get this right?”Want to grow your agency with confidence? Book a free strategy call with SamGet 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 AgencySmart, straight-talking strategies from the front line.https://www.ajmastermind.co.uk/ignite-podcast Request an AJ Mastermind brochureCall 015394 40892 or email emma@ajmastermind.co.uk Join our private Facebook groupConnect with growth-minded agency owners like you.https://www.facebook.com/groups/ajmmforagencygrowth Have a question?Email Sam: sam@ajmastermind.co.ukEmail Phil: phil@ashdownjones.co.uk Don’t miss our next live eventFind out what’s coming up:https://www.ajmastermind.co.uk/events

October 23, 2025Episode 23520 min

Estate Agents: You’re Doing Social Media Wrong (and How to Fix It)

Sam is joined by Liam and Tess from Hussell Up Social for part two of their interview about social media for estate agents. Why are most estate agents approaching digital platforms the wrong way? Liam and Tess reveal how to build an effective strategy that delivers results.Find out the optimum frequency for posting, why you should prioritise quality over quantity, learn about campaign planning, and what practical steps to take to nurture engagement. After roasting the AshdownJones Instagram page, Sam challenges Hussell Up to take over their account for a week. Have a look at what it looks like now https://www.instagram.com/ashdownjones/Plus, Liam and Tess reveal their approach to social media audits and how estate agents can benefit from personalised feedback without obligation.Check out Hussell Up on Instagram: https://www.instagram.com/hussellupsocial/Or email Liam directly to find out how they can boost your profile: liam@hussellup.co.uk Some key takeaways:➡️ Social media success relies on consistent, quality content, not just posting more often.➡️ Collaboration features and engagement tactics can multiply your reach and impact.➡️ Analysing your account and responding to engagement helps cement relationships and build momentum online.Some great moments:✅ “It doesn’t matter how many times you post, it’s what you’re posting.”✅ “If someone’s interacting with you, interact with them”✅ “We can audit exactly what you’re doing... and give you two to three easy, actionable things that you can do there and then.”Want to grow your agency with confidence? Book a free strategy call with SamGet 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 AgencySmart, straight-talking strategies from the front line.https://www.ajmastermind.co.uk/ignite-podcast Request an AJ Mastermind brochureCall 015394 40892 or email emma@ajmastermind.co.uk Join our private Facebook groupConnect with growth-minded agency owners like you.https://www.facebook.com/groups/ajmmforagencygrowth Have a question?Email Sam: sam@ajmastermind.co.ukEmail Phil: phil@ashdownjones.co.uk Don’t miss our next live eventFind out what’s coming up:https://www.ajmastermind.co.uk/events

October 16, 2025Episode 23443 min

The Truth About Why Most Estate Agents Flop on Social Media

Sam is joined by Tess and Liam from Hussell Up Social on this week’s episode to discuss why most estate agencies struggle on social media, and what to do about it. The common pitfalls of estate agency content range from over-posting listings to neglecting team stories and engagement.Tess and Liam share practical steps for owners looking to improve their online presence, by auditing current content, defining strategy and empowering a dedicated team member to look after the social side of the business. Sam reflects on the challenges of balancing social media with everyday operations.If you want to see genuine results without falling into social ‘noise’, this episode breaks down the importance of relatable, educational and motivational content. Find out how to boost reach, avoid common blockers, and maintain consistency.Check out Hussell Up on Instagram: https://www.instagram.com/hussellupsocial/Or email Liam directly to find out how they can boost your profile: liam@hussellup.co.uk Some key takeaways:➡️ Relying on property listings alone will limit social engagement and visibility for your agency. ➡️ Assigning social media responsibility leads to better consistency and higher quality output. ➡️ Educational, entertaining, relatable and motivational content can set your agency apart.Some great moments:✅ “If it's nobody's job, it becomes nobody's job. Everybody’s supposed to pitch in, but it just doesn’t get done.” ✅ “People want to see the people, the personalities behind the business. That’s what builds trust with your audience.” ✅ “The quality of content jumps if one person owns it—they know the voice, the look, and how to keep it on track.”Want to grow your agency with confidence? Book a free strategy call with SamGet 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 AgencySmart, straight-talking strategies from the front line.https://www.ajmastermind.co.uk/ignite-podcast Request an AJ Mastermind brochureCall 015394 40892 or email emma@ajmastermind.co.uk Join our private Facebook groupConnect with growth-minded agency owners like you.https://www.facebook.com/groups/ajmmforagencygrowth Have a question?Email Sam: sam@ajmastermind.co.ukEmail Phil: phil@ashdownjones.co.uk Don’t miss our next live eventFind out what’s coming up:https://www.ajmastermind.co.uk/events

October 9, 202537 min

The Autumn Budget - what’s in it for us?

Sam and Phil look at what might be coming up in the autumn budget, breaking down the rumours and how they might impact buyers, sellers, renters, landlords and estate agency owners. Get insights on proposed capital gains tax changes and applying national insurance to rental income, and how these changes could influence seller and landlord behaviour.How are AshodownJones anticipating market shifts, and keeping the agency team resilient? Sam and Phil walk through practical considerations for estate agents, and owners navigating the weeks to come.Key takeaways:➡️ Staying informed about tax and property market changes is crucial for estate agency owners to confidently advise clients and team members.➡️ Uncertainty in legislation can shift market activity and seller decision-making, especially in the high-value segment.➡️ Proactive, clear communication with your agency team helps maintain morale and keeps everyone focused during periods of change.Notable quotes:✅ “What kind of questions are clients asking? Is there any point in being on the market now, especially right at the top end?” ✅ “If they made rents really affordable and they incentivised landlords to buy more properties, then the general working public would have more money in their pockets.”✅ “If all of a sudden you were having to pay huge Capital Gains Tax, you may as well just rent somewhere and keep it.”Want to grow your agency with confidence? Book a free strategy call with SamGet 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 AgencySmart, straight-talking strategies from the front line.https://www.ajmastermind.co.uk/ignite-podcast Request an AJ Mastermind brochureCall 015394 40892 or email emma@ajmastermind.co.uk Join our private Facebook groupConnect with growth-minded agency owners like you.https://www.facebook.com/groups/ajmmforagencygrowth Have a question?Email Sam: sam@ajmastermind.co.ukEmail Phil: phil@ashdownjones.co.uk Don’t miss our next live eventFind out what’s coming up:https://www.ajmastermind.co.uk/events

October 2, 202532 min

Carrots and Sticks - Keeping your team motivated in a flat market

Sam shares her strategies for keeping your team engaged in a flat market, discussing the challenges of fragmented market conditions and why motivating teams is more crucial than ever for estate agency owners.What is the difference between “carrots” and “sticks” when leading a team? Learn why accountability systems, structured reviews, and recognition schemes matter for coaching performance. Get practical examples you can apply right away.Tools like the ‘Action Impact Report” can address mistakes while building self-awareness, why regular check-ins and sharing small wins help keep spirits high, and the benefits of creating a culture that values both development and responsibility. Download the Action Impact Report form here:https://www.dropbox.com/scl/fi/bvltnyvajg75z4rkjmdpd/Action-Impact-Report-Document.pdf?rlkey=jf4nedwelnksy77dwm6i5arj3&e=1&dl=0Download the Summer 2025 Market Response Plan here:https://ajmastermind.co.uk/market-response-summer-2025/Some key takeaways:➡️ Flat markets call for clear structure, regular reassurance, and visible wins within your estate agency team.➡️ Balancing “carrots” like recognition and wellness with “sticks” like accountability is fundamental for estate agency coaching and leadership.➡️ Building the right systems for reviews and personal development keeps morale high and drives better results, even during slow periods.Some great moments:✅ “It’s not just clients who get nervous. Your team needs reassurance too. When the phones stop ringing, it can feel like you’re failing.”✅ “To me it’s a balance of carrots and sticks. And what I was explaining… was we do have consequences for what I would call poorly chosen behaviour.”✅ “The reason I’m not doing any more than three is because there are no consequences.”If you’re ready to motivate your team and spark progress in your agency, tune in and IGNITE your growth!Want to grow your agency with confidence? Book a free strategy call with SamGet 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 AgencySmart, straight-talking strategies from the front line.https://www.ajmastermind.co.uk/ignite-podcast Request an AJ Mastermind brochureCall 015394 40892 or email emma@ajmastermind.co.uk Join our private Facebook groupConnect with growth-minded agency owners like you.https://www.facebook.com/groups/ajmmforagencygrowth Have a question?Email Sam: sam@ajmastermind.co.ukEmail Phil: phil@ashdownjones.co.uk Don’t miss our next live eventFind out what’s coming up:https://www.ajmastermind.co.uk/events

September 25, 2025Episode 23127 min

Your First Year in Agency What No One Tells You (But Should)

This week Sam shares what goes unnoticed during your first year as an estate agency owner, why the early months can test your resolve, and how to manage the emotional roller coaster that comes with launching your own business.Sending letters consistently, focusing on valuations, and tracking numbers, have been the foundations of sustainable growth for Ashdown Jones, so do you need to shift your focus too? How do you fight imposter syndrome, why should advice from well-meaning outsiders (including accountants) be taken with caution?Some key takeaways:➡️ The first year in agency is often more challenging than expected and requires a focus on building habits for the long game.➡️ Consistent marketing activities build pipeline value and brand standing, even before sales start landing.➡️ Picking your ideal market from day one sets the path for future growth and reputation.Some great moments:✅ “It’s an emotional roller coaster. The highs are really high and the lows are incredibly low.”✅ “Without valuations, you don’t have a business. It’s about the listings, it’s about valuations and instructions, it’s not about sales.”✅ “Consistency beats talent. Doesn’t matter how good an estate agent you are, show up every day, especially when it’s tough, because that’s what builds momentum.”Want to grow your agency with confidence? Book a free strategy call with SamGet 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 AgencySmart, straight-talking strategies from the front line.https://www.ajmastermind.co.uk/ignite-podcast Request an AJ Mastermind brochureCall 015394 40892 or email emma@ajmastermind.co.uk Join our private Facebook groupConnect with growth-minded agency owners like you.https://www.facebook.com/groups/ajmmforagencygrowth Have a question?Email Sam: sam@ajmastermind.co.ukEmail Phil: phil@ashdownjones.co.uk Don’t miss our next live eventFind out what’s coming up:https://www.ajmastermind.co.uk/events

September 18, 2025Episode 23028 min

The 'F' Word - Who has Control of your Finances?

Sam explores who really holds the reins when it comes to financial control in your estate agency. Whether you’re just starting out or scaling to seven figures, Sam breaks down the core functions every estate agency owner should tackle, from financial planning and cash flow management to effective budgeting and tax compliance.Sam shares simple frameworks for tracking key financial numbers and maintaining oversight at every stage of your business and why accurate, up-to-date cashflow forecasts can become your agency’s “financial temperature check.”Be proactive with finances and protect your business through market cycles for more control and less stress around money to build systems underpinning a scalable, resilient business.Sam mentioned ‘Profit First’ by Mike Michalowicz, find out more here: https://mikemichalowicz.com/Some key takeaways:➡️ Agency owners need to take an active role in financial control, especially in the absence of a dedicated finance director.➡️ Accurate cash flow forecasting, budget discipline, and regular cost reviews form the backbone of sustainable agency growth.➡️ Strategic support from accountants or fractional finance professionals can help you plan for investment, scaling, and exit value.Notable moments:✅ “In the list of properties in your cash flow forecast, they should all be actual properties, not a guesstimated number in six months’ time.”✅ “Financial planning is something you should be doing regularly and that’s just making sure you’ve got a handle on all the bits of information you need to make the right financial decisions.”✅ “Most agencies just can’t continue running without a completion at least every couple of weeks.”Want to grow your agency with confidence? Book a free strategy call with SamGet 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 AgencySmart, straight-talking strategies from the front line.https://www.ajmastermind.co.uk/ignite-podcast Request an AJ Mastermind brochureCall 015394 40892 or email emma@ajmastermind.co.uk Join our private Facebook groupConnect with growth-minded agency owners like you.https://www.facebook.com/groups/ajmmforagencygrowth Have a question?Email Sam: sam@ajmastermind.co.ukEmail Phil: phil@ashdownjones.co.uk Don’t miss our next live eventFind out what’s coming up:https://www.ajmastermind.co.uk/events

September 11, 2025Episode 22922 min

Why Your Sellers Feel Forgotten and What to Do About It

Why do many property sellers may feel overlooked during slower market periods and what can estate agency owners do about it? Sam and Phil review the growing communication challenges that surface when instruction numbers rise, but sales lag behind.How can staffing changes impact client experience and cash flow? Do you need a renewed approach to client contact using structured time-blocking, accountabilities, and clearer communication channels?Discover the systems you can put in place to support client satisfaction, even with team changes and marketplace uncertainty whilst embracing the value of admin time, process simplicity and strategies to reduce vendor withdrawals.Key takeaways:➡️ Regular, scheduled client communication can address sellers’ concerns and lower withdrawal rates.➡️ Systematic time-blocking for team members ensures crucial admin and client care tasks are not missed.➡️ Clarity in team roles and robust onboarding processes can prevent client dissatisfaction during transitions.Some great moments:✅ “Each client should have a touch point once a week, no matter what.”✅ “No news is news. If you’re waiting for feedback, tell them you’re waiting for feedback.”✅ “I don’t want feedback on my house. I want to know if they want to buy it.”Want to grow your agency with confidence? Book a free strategy call with SamGet 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 AgencySmart, straight-talking strategies from the front line.https://www.ajmastermind.co.uk/ignite-podcast Request an AJ Mastermind brochureCall 015394 40892 or email emma@ajmastermind.co.uk Join our private Facebook groupConnect with growth-minded agency owners like you.https://www.facebook.com/groups/ajmmforagencygrowth Have a question?Email Sam: sam@ajmastermind.co.ukEmail Phil: phil@ashdownjones.co.uk Don’t miss our next live eventFind out what’s coming up:https://www.ajmastermind.co.uk/events

September 4, 202528 min

Summer Mastermind Takeaways (and how to get your paws on the resources)

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 LinkedInhttps://www.linkedin.com/in/andycrestodina/Content Chemistry: The Illustrated Handbook for Content Marketing by Andy Crestodinahttps://www.amazon.co.uk/Content-Chemistry-Illustrated-Handbook-Marketing/dp/0988336499The AI Driven Leader by Geoff Woods https://www.amazon.co.uk/AI-Driven-Leader-Harnessing-Smarter-Decisions/dp/B0DB8QL3ZKConfessions of the Pricing Man by Hermann Simonhttps://www.amazon.co.uk/Confessions-Pricing-Man-Affects-Everything/dp/3319203991The Mortgage Mumhttps://themortgagemum.co.uk/Listen again to Episode 9 of the Ignite Podcast - LEGEND: Our Legendary Conversion Formula to Turn Valuations Into InstructionsSome 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 aWant to grow your agency with confidence? Book a free strategy call with SamGet 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 AgencySmart, straight-talking strategies from the front line.https://www.ajmastermind.co.uk/ignite-podcast Request an AJ Mastermind brochureCall 015394 40892 or email emma@ajmastermind.co.uk Join our private Facebook groupConnect with growth-minded agency owners like you.https://www.facebook.com/groups/ajmmforagencygrowth Have a question?Email Sam: sam@ajmastermind.co.ukEmail Phil: phil@ashdownjones.co.uk Don’t miss our next live eventFind out what’s coming up:https://www.ajmastermind.co.uk/events

August 28, 2025Episode 22716 min

Roasting Phil Jones - by Noah and Rosie Jones, age 7 and 9

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/@TripsWithTheJonesesSome 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 SamGet 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 AgencySmart, straight-talking strategies from the front line.https://www.ajmastermind.co.uk/ignite-podcast Request an AJ Mastermind brochureCall 015394 40892 or email emma@ajmastermind.co.uk Join our private Facebook groupConnect with growth-minded agency owners like you.https://www.facebook.com/groups/ajmmforagencygrowth Have a question?Email Sam: sam@ajmastermind.co.ukEmail Phil: phil@ashdownjones.co.uk Don’t miss our next live eventFind out what’s coming up:https://www.ajmastermind.co.uk/events