I Could Never Be an Estate Agent Again After That Call

She Helped Estate Agents for Years… Then Risked Everything by Becoming One

This week I’m joined by Sam Ashdown, and this is a fascinating conversation about reputation, risk, marketing, and what happens when you finally decide to put your own advice to the test. Long before AshdownJones [https://www.ashdownjones.co.uk?utm_source=chatgpt.com] became one of the most recognisable premium estate agency brands in the Lake District, Sam built HomeTruths [https://hometruths.co.uk?utm_source=chatgpt.com]. Originally created to help homeowners market “unsellable” properties without simply slashing the price, HomeTruths became known for storytelling, presentation, direct mail and marketing that actually made homes stand out. Over time, estate agents across the UK started paying attention. But there was one problem. Agents kept telling her: “You’ve never actually done the job yourself.” So Sam did something most people would never dare to do. She risked the reputation and credibility she’d spent years building and launched her own estate agency from scratch. The industry response? Some people openly said she’d fail. Others mocked the branding, the fees, the brochures, the marketing and the way AshdownJones positioned itself. Instead, they built something different. In this episode we get into: * Why direct mail is still their single biggest lead generator • How storytelling became the foundation of the brand • The dangers of estate agents all looking the same • Turning down instructions that didn’t fit the vision • Why values only matter when they cost you money • The balance between systems, standards and freedom • Coaching, masterminds and outside perspective • Why business should still feel exciting, even in your late 50s This is one of those conversations that goes well beyond estate agency. It’s really about building a business deliberately instead of accidentally. Sam has also created a listener resource page with free downloads and examples mentioned in the episode: AJ Mastermind Resources for Rob’s Listeners - https://ajmastermind.co.uk/rob [https://ajmastermind.co.uk/rob]  You can also find out more about AJ Mastermind [https://ajmastermind.co.uk?utm_source=chatgpt.com] and the work Sam and Phil do there.

He Failed at Business, Changed Jobs Every Year… Then Built One of eXp’s Biggest Teams

Most people see the success. They don’t see the failed businesses, the pink party bus with a stripper pole, the years of job hopping, or the nearly 12 months without earning a penny. In this episode, I sit down with Scott Gunn for one of the most honest conversations I’ve had on the podcast. We get into: * Why he never stayed in a job longer than a year * The reality of starting out self-employed * Remortgaging his house to launch his business * Driving around in a barely functioning VW Golf while trying to win instructions * The early days of eXp in the UK, when hardly anyone believed it would work * How Footprints grew from a log cabin into one of the biggest teams in eXp UK * Why most agents completely misunderstand what self-employed estate agency actually is * The difference between building income and building something meaningful There’s also a brilliant discussion around team culture, freedom, growth, and why some agents should scale… and some absolutely shouldn’t. Scott is open, funny, self-aware and refreshingly honest about the highs, lows and chaos that come with building a business. If you’ve ever thought about going self-employed, building a team, or creating a business that works differently to the traditional high street model, this one’s well worth your time. This episode is sponsored by Alto Software [https://www.altosoftware.co.uk/?utm_source=chatgpt.com] Alto is helping estate agents work smarter with AI powered tools built directly into its CRM, including automated compliance, AI insights and workflow automation designed specifically for estate agency. You can also get 10% off Alto using code ROB10 Find out more here: Claim the Alto offer

I Could Never Be an Estate Agent Again After That Call

Most agents don’t leave the industry. They just stay stuck in it. In this episode, I sit down with Samantha Cerrone, Director of Cerrone Estates, 5x ICON Agent at eXp and voted Agents’ Agent 2025. Sam’s journey is anything but typical. From starting at 19 with no idea what estate agency even was, to running branches, stepping into business ownership, getting burned, and then completely changing the game through self-employment. This is the real story, not the polished version. We get into what it actually feels like to start from scratch, the moment the numbers finally click and you realise your worth, and the pressure that comes with success when your phone doesn’t stop ringing and your business starts to outgrow you. We also talk about the stage most agents hit, what eXp call the “brick wall”, where the work is there but the money hasn’t landed yet, and why Sam didn’t hit it… but faced a different kind of challenge instead. This is about building a business that gives you freedom, not just more work. If you’re thinking about going self-employed, or you’re already in it and wondering what comes next, this one will land. ALTO SECTION: Before you go, quick one. On the 15th of May, I’m doing something a bit different with Alto. It’s a live Q&A, completely free, 30 minutes, and I’ll be taking questions directly from estate agents. No script, no hiding. Just whatever you want to ask. Growth, instructions, team, stepping back without everything falling apart… all fair game. I’m actually looking forward to this because being put on the spot is where the good stuff tends to come out. You can register here: https://altosoftware.registration.goldcast.io/webinar/0e8ce5a5-8cc1-4509-b699-439b1074f8d1 [https://altosoftware.registration.goldcast.io/webinar/0e8ce5a5-8cc1-4509-b699-439b1074f8d1] And if you’re listening to this after the 15th, there should be a recording available if it’s of interest.

Why Most Estate Agents Are Playing the Wrong Game (And Don’t Even Know It)

In this episode, I sit down with Rob Brady, and this one goes well beyond the usual agency playbook. We get into what’s really changing in estate agency right now, and why so many agents are busy, but not actually moving forward. Rob shares his journey from corporate banking into estate agency, scaling a business, and then stepping into coaching and tech with Iceberg Digital and Estate Agency X. Along the way, we unpack some uncomfortable truths about how most agencies operate. We talk about: *  Why most agencies look and sound the same, and end up competing on fee *  The difference between the data you think you have and the data that actually matters *  Why “panic posting” isn’t a strategy *  What brand really is, beyond logos and colours *  The long game of marketing, and why most give up too early There’s also a more personal side to this conversation. Rob opens up about mental health, loss, and how that’s shaped the way he shows up in business and life. If you want to connect with Rob or explore what he’s doing with Estate Agency X and Iceberg Digital, you can find him here: 👉  linktr.ee [https://www.linkedin.com/safety/go/?url=https%3A%2F%2Flinktr%2Eee%2Festate_agent_coach%3Ffbclid%3DPAAabWkWpCAjfQVOC9DI0qdPDGpZqTQti-9I9488CoR_KEEjLAMubGkJOgBKE_aem_ATb-SZW6m7KuFT2wIatyU9s-JBCbbfbxvq_CS_0GRcFiv6bmiqFS-TO-2tVHe7l4EBY&urlhash=KVgi&isSdui=true]

Built to Sell. Built to Live

What happens when you stop building a job… and start building a life? In this episode, I sit down with Ian Macbeth, founder of Avocado Property, entrepreneur, ultra-endurance athlete, and now someone who’s just done what most agents talk about… and actually sold the business. This isn’t a “look how clever I am” conversation. It’s honest, raw, and full of the stuff most people avoid. We get into: * The reality of being pushed out of a corporate role and using it as fuel * Building a business with an exit in mind from day one * Why most estate agencies are fundamentally undervalued and what to do about it * The power of multiple income streams over relying on sales alone * How Avocado was built differently, intentionally, and fast * What it actually feels like to sell your business and what comes after But this goes beyond business. We talk about family, time, and why success without control isn’t success at all. And how running 100 miles might actually teach you more about business than most courses ever will. If you’re an estate agent, business owner, or someone who knows deep down you’re capable of more, this one will hit home. 🎯 This episode is sponsored by Alto If your team is busy but not necessarily productive, Alto Intelligence is worth a look. Built into Alto’s CRM, it handles the repetitive, time-consuming work that slows agents down, from managing enquiries to surfacing performance insights and keeping compliance on track. You can get 10% off using the code ROB10 via the link  here [https://www.altosoftware.co.uk/who-we-help/referral/?utm_source=Rob%20Graves&utm_medium=Email&utm_campaign=Alto%20Affiliate&utm_content=ROB10%20discount%20code].