Stop Doing Property Videos! And other controversial opinions... #44 Sam Ashdown, of AshdownJones.

In this episode, David Lindley sits down with Sam Ashdown - Co-Founder of AshdownJones, a premium estate agency in the Lake District, who have enjoyed huge success since launch; doing things differently to conventional agency! In this conversation we get in to some of those different strategies, including:  • From Kitchen Table to Premium Brand: Ashdown Jones launched with no premises, no investor funding and no big backing. It began at Sam’s kitchen table, proof that premium agency is built on strategy and mindset rather than budget.   • Selling the Unsellable: The first listing was a property that had been with multiple agents, with many failed attempts to sell. They succeeded without reducing the asking price, simply by transforming presentation and narrative.   • Brand Before Property: Sam believes the agent brand and feeling of trust come first. Clients need to believe in the brand story before they believe in the listing. It is not just about the home, it is about who is representing it.   • Marketing That Feels Premium: They focus on poetic property descriptions, lifestyle storytelling, magazine-level photography and bespoke brochures. Presentation is the differentiator in premium agency.   • Video Should Serve the Agency, Not the Listing: Sam does not believe property videos with agents presenting outside a house are effective. Instead, she uses video to build her agency brand and connect emotionally with the audience.   • Direct Mail Is Their Biggest Growth Lever: Their most successful lead generation channel is direct mail, sent with consistency, relevance and personality. It remains the most predictable and scalable method they use.   • Premium Clients Choose People, Not Portals: Vendors want to feel their home is valued, cherished and understood by the agent. They are not looking for a portal listing. They are looking for a steward of their asset.   • The Office Is Not a Shop Window: Ashdown Jones intentionally chose not to be on a traditional high street. Their rural location fits their brand, creates exclusivity and reflects a premium lifestyle experience.   • Not a Lifestyle Business: Sam speaks openly about the difference between a personal brand business and one that has true asset value. She believes in building something saleable, scalable and not dependent on a single individual.   • And lastly....47 Home Moves: Sam has moved house an unbelievable 47 times, which gives her deep empathy for sellers and buyers and a personal understanding of the emotional journey involved in moving.