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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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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 (incl...
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...
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 supp...
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, optimi...
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: ➡️ Childr...
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 priori...
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...
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 le...
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 in...
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...
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 med...
Sam and Phil reflect on Ashdown Jones’ Q2 2025 and look ahead as Q3 approaches. Find out why regular reflection shapes performance, and why you should prioritise planning, even during quieter market periods. Hear about the current market challenges, staffing adjustments, revenue targets, and the value of direct mail. Explore property sales trends, fee averages, and the impact of lost instructions, highlighting how estate agents can adapt to fluctuations and setbacks. There are six strategic t...
Are you using AI to help write property descriptions? Find out why you should be! Replace traditional property description clichés with a story-led approach to help your agency stand out from the crowd. Using the right prompts can give you more time to focus on growth while maintaining the quality vendors expect, especially in the high-value home market. Sam shares tips for building effective AI prompts to produce copy in your own style of writing. Whatever your AI platform of choice, you can...
In this episode, we discuss building an overseas team for your estate agency. Georges Verdis joins Sam to talk about digital assistants, especially those based in the Philippines, and how they can support agency operations while managing costs. Sam and Georges share their journey of hiring virtual (or digital) team members, with a transparent look at salary structures, recruitment sources, and integrating remote professionals into a UK-based team. The episode takes you through the process of ...
Let’s examine the five languages of appreciation in the workplace and their direct impact on team culture and retention. Sam discusses how to recognise, motivate and support your staff using strategies backed by research and shaped by real-life experience. With reference to her upcoming book, Sam talks about understanding what makes each team member feel valued - from words of affirmation to acts of service, and how that translates to improved productivity, loyalty and stronger team bonds. Ma...
Here is part 2 of the AI for Agents webinar that Sam and Phil wanted to share with you! If you missed part 1, go and check out the previous episode. This podcast will help you understand the difference between SEO and GEO (That’s Generative Engine Optimisation), find out why clear, extractable website text is now essential, how listings on third-party sites like Rightmove can influence AI recommendations and learn how to construct prompts that improve your visibility and reach. Why is P...
Recently Sam and Phil hosted a webinar called ‘AI for Agents - 5 Easy Ways to Use AI in Your Estate Agency TODAY’ and they wanted to share it with you on the podcast, so we’ve split it into two parts and you can listen to part 1 this week and part 2 next week. You’ll hear practical examples of how to use AI for property descriptions, summarising complaints, market analysis, and automating everyday admin. Sam shares how AI helped structure an entire action plan for a client, while Phil highlig...
Sam and Phil tackle the ongoing challenge of hiring and recruitment, from feeling stretched too thin and hitting financial ceilings, to making key decisions about when and who to recruit to enable growth. Many common business obstacles come back to recruitment but planning your agency’s structure ahead of time can also help break plateaus and prepare for long-term progress. Why should you prioritise recruitment, even when time or finances feel tight, and how can you step back from frontline a...
Pack your bags because we’re going on holiday with Phil! How do holidays shape your business growth, motivation, and agency operations? Regular breaks can impact your mindset, family dynamics, and agency performance. Phil shares his holiday schedule and discusses the practicalities of balancing agency demands with time away. Sam and Phil reflect on how lifestyle goals, including travel, serve as drivers for income and business structure. How can you have more freedom while delivering exceptio...
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...
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