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=0

Download 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 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

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 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 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 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