The AJ Mastermind

When you enrol, you will be fully immersed in working with our team for a full 12 months, including:

> Regular live Mastermind events
> ‘Behind the scenes’ at AJ for both you and your team members
> Expert training days on the topics that matter the most to you
> One-to-one coaching
> Live Q&A sessions
> Access to the AshdownJones expert team
> Membership of our private Ignite Mastermind community
> Access to the AJ AcademyTM
(including many hours of training videos, downloadable tools and proven marketing examples)

> …and much MUCH more.

As you can see, the AJMastermind is very ‘hands-on’. We don’t just teach; we are implementing the same systems and strategies we show you in our own agency, every day. Not only that, but we share all our results with you too, so you can avoid our mistakes and duplicate our successes.

Being an agency owner can sometimes be lonely. There will be times when you doubt yourself, second-guess yourself and generally wonder what on earth you’re doing. If you’re working alone, you don’t have anyone to bounce ideas of, share your successes with, or lift you up when things go wrong. Even if you have a team, trying to get them all on board and heading in the same direction can seem like an impossible task.

That’s why, when you join us in Mastermind, not only do you tap into the collective of almost 3 decades of experience in working with agents just like you, but you also access the shared skills and expertise of the fabulous Mastermind members.

THE AJ SALES LETTERS
Our letters are legendary. Used correctly you’ll know just how powerful they can be in your business. They can be worth literally hundreds of thousands of pounds per year. We know, because we send them every single day in AshdownJones!

Every month of the year, Sam and Phil write technical sales letters for you to send to those properties on the market with other agents that you would dearly love to list. Plus, every 3 months, we write a uniquely-positioned market update for those high-value homes not currently on the market.

BUSINESS BUILDING MASTERMIND DAYS
Three times a year, you’ll come to the Lakes to spend the day masterminding with other super ambitious agents who will inspire and motivate you. You’ll be able to bring your biggest questions and most difficult challenges, and leave with an action plan to overcome them, leaving your agency stronger and healthier as a result. Plus, we’ll challenge you on your existing agency model, your marketing decisions and anything else that we feel may be holding you back – get ready to get out of your comfort zone!

PRIVATE FACEBOOK GROUP AND LIVE Q&A WITH SAM & PHIL
In this private group you can access the combined wisdom of the other Mastermind members, get support when you need it and get help on the more technical aspects of agency that can trip us all up.

This is the place where you can get your questions answered, seek support and form deeply valuable and rewarding connections with your fellow members 24/7.

Your biggest questions and challenges, answered live, by Sam and Phil, once a fortnight on this special Q&A. Straight talking, packed full of top tips (and some funny moments!) it’s not to be missed.

PRIVATE CONSULTATION AND STRATEGIC PLANNING SESSION
To kick of your Mastermind membership, you will have an in-depth private strategic planning consultation. In this session you will go through our own Strategic Planning Process – the one we use every day in AshdownJones.

This process has been the foundation for our growth and success to date – and that of many of our clients. By the time you leave this session, you’ll have absolute clarity on your goals for the year, as well as key priorities and specific actions for the first 3 months.

MASTERMIND EVENTSS
Our Mastermind events are legendary! Usually held in our beautiful Lake District, they offer the highest level of information and insights found anywhere in our industry today. Held throughout the year, they include a spring and autumn two-day Mastermind, an annual two-day business strategy planning event and a fabulous three-day summer retreat.

These events are crucial, as they give you innovative ideas, the chance to hang out and connect with the very best agents we know, the opportunity to check out what’s happening in AshdownJones and the chance to enjoy some brilliant experiences while you’re there. Plus you’ll go away feeling motivated and freed up, ready to take your business to the next level after every single event.

PRIVATE COACHING SESSIONS WITH PHIL
Phil is the one truly at the sharp edge of AshdownJones,
so you’ll find a coaching session with him to be challenging and insightful. He has an uncanny knack of getting right to the heart of a problem, and if you know him at all, you’ll know he pulls no punches with his advice!

We know that sometimes things crop up out of hours that you just need another viewpoint on, so that’s why as a Private Mastermind member, you’ll also get an emergency coaching session when you need it most.

We’re fully aware that joining one of our Masterminds is not ‘cheap’.
It’s a significant investment of time, money and effort in your business.

But the fee isn’t the most important figure here. The crucial figure is the return you’re likely to get on your investment. Because as long as the return outweighs the investment (as it absolutely should), then it’s a smart investment, right?

SO WE HAVE AN IMPORTANT QUESTION FOR YOU…
With our help and support, how much additional revenue do you think your business could do this year? £50,000? £100,000? £250,000? More?

It’s time for you to make the decision – are you in, or are you out?

We truly believe that the AJMastermind is the very best investment an estate agent can make. It goes far beyond anything you’ll fnd anywhere else. So enrol now and let’s see what you can achieve.

…with the goal of building up your profile as the go-to agent in your area, generating more qualified and high value valuation leads and growing your pipeline – and doing all of that in a way that fits with the lifestyle you really want.

THIS IS WHAT YOU’VE BEEN WAITING FOR
Being in this group not only gives you access to us and our fabulous AJ team; it also puts you around some of the smartest and most ambitious estate agents in the UK.

Whatever you’re hoping to achieve, there’s an AJMastermind level that’s right for you. Maybe for you that’s being able to take once-in-a-lifetime family holidays MORE than just once. Or perhaps you want to grow your agency into something that creates impact, expand into new areas and create a brand you can one day sell to fund a very comfortable retirement. Or maybe you just want the security of knowing that what you’re doing every day is making sure your bills are paid every month, and you still have money left over to enjoy or invest.

But the AJMastermind is about more than just money. Because we don’t accept people into Mastermind who are just in it for the money.

Members of this group are dedicated to their families, their teams and their communities. Being local and loyal matters to them hugely. They have core values that they live by and hold themselves to the highest standards of integrity and honour.

We know, because we’re the same. We love what we’ve created at AshdownJones. Our team, clients and community truly humble us, every day, and we feel very proud to stand for something in our beautiful Lakes.

So if this sounds like the kind of group you’d like to be part of, we invite you to enrol today.

And you don’t generate at least 5X your investment in listed fees* by the end of the 12-month membership, then we’ll give you a full refund!
*subject to your average fee being at least £10,000 + vat

FAIR ENOUGH?
The reason we can make these promises is because we know Mastermind WORKS. Hundreds of people have now successfully been through our teachings and programmes over the last 2 decades, so we have plenty of data and results to back up our guarantee.

See for yourself! All you need to do now is take the first step and enrol today.

WE LOOK FORWARD TO WORKING WITH YOU!
Sam Phil
Sam Ashdown and Phil Jones

SAM ASHDOWN

I’m Sam Ashdown, proud co-founder of the AJ Group with him below (son-in-law and business partner). For years I ferociously resisted the urge to move from industry coach to opening an agency.

One cold December evening in 2016, using my future grandkids’ quality of life as leverage, Phil coerced me into starting AshdownJones. How could I refuse?

Five years on, and only months after hitting a turnover of just short of a million pounds (single office, sales-only) Phil and I created the AJMastermind to help, grow and empower other agents to create the agency and the life of their dreams. It’s such a privilege to watch their journeys, and to see them flourish and blossom – personally and financially!

sam@ajmastermind.co.uk

PHIL JONES

Since approaching Sam (at the ripe old age of 24) with the crazy idea of opening an estate agency, it’s been a rollercoaster ride for sure - both amazing and awful - luckily more of the former and less of the latter.

We’ve now built AshdownJones into a company Sam and I, and the whole team, are incredibly proud of. We smashed through our sales targets last year to reach just under £1 million in sales-only revenue, and our next goal is to create an AshdownJones branch network, taking our bespoke marketing to high-value homes across the north of England

In creating the AJMastermind, we get to share our marketing and growth ideas with other Like-minded agents, constantly challenging ourselves and innovating. It’s super exciting. not only steering our own growth but also witnessing that of our fabulous Mastermind members too.

phil@ashdownjones.co.uk

EMMA HEATH
CLIENT EXECUTIVE

When it comes to our clients, there is nothing I am more passionate about. I love celebrating your wins and working closely with you to overcome any challenges.

The biggest part of my job is to have the ability to understand your needs and wants, and deliver the best client experience to you at every point of contact.

The best part of my job is chatting to you! I’m also a huge dog lover, I will have a drink with you when you come to one of our amazing events and i don’t like spreadsheets. I’ll let Edward help you with those.

emma@ajmastermind.co.uk

JENNA EDMONDSON
EVENTS EXECUTIVE

As an Events Executive, I’m passionate about creating exceptional experiences for our members. From meticulously planning our event calendar and brainstorming creative ideas to ensuring a seamless delivery and conducting a thorough post-event analysis, I am fully committed to every aspect of our events.

I understand the value of your time and am always eager to listen to your needs. By getting to know you better, I can tailor our events to perfectly match your expectations. My goal is to make sure you get the most out of every event, so come prepared with your questions—and get ready for an engaging and enjoyable experience!

Outside of work, I’m an avid fell runner, always pushing my limits with new races. This drive and dedication also extend to my work, ensuring every event is a success.

jenna@ajmastermind.co.uk

EDWARD MYERS
GROUP OPERATIONS MANAGER

My diverse and exciting role as Operations Manager is to help oversee our amazing team and ensure we are operating to a world class level. I am lucky enough to have been involved previously within all roles at AshdownJones and now I love to share my knowledge and experience that I have learnt over the years.

My colleagues describe me as a ‘rock’ and you will likely find me at my desk implementing an exciting new system, supporting the expansion of the group’s companies, managing the office teams, or stepping in to help wherever needed. Each day is always different, and with so many interesting and friendly people to meet and speak to, I enjoy every minute!

“FROM A STANDING START IN JUST 7 MONTHS”
“As I write this, we’ve just won a £1.8 million instruction at 1.5% - plus 20% of anything over asking price! It’s the first deal for one of my team members so we’re both absolutely delighted. Personally, I’ve listed over £20 million this month – that’s over £400,000 in completed fees and new listings! And I’ve had a £4.15 million offer on a house in Knightsbridge yesterday – since joining Mastermind it’s been absolutely mental!”

Benjamin Scrace
Benjamin Scrace Real Estate, Chelsea

“ZERO TO £290,000 PIPELINE INSIDE OUR FIRST YEAR”
“I dread to think where our business would be without Sam and Phil. We joined just a month before launching and then took some big decisions after our first Mastermind event, which really really paid off! Not just listening to Sam and Phil, but also to the wealth of experience in the room.

We’ve just celebrated our first birthday and on the eve of that birthday had £290,000 in our overall pipeline, £90,000 of which was under offer or exchanged. In the first year we did £67,000 in completed fees, including our first £2 million house at 1.25% (£25,000 fee) which, before we even turned one, was utterly fabulous. None of that would have happened without Sam and Phil and all the other amazing Masterminders. We couldn’t be more grateful for the help we’ve had so far. Our average fee overall for our first year was £10,000, and is now £16,000 which is amazing!”

Olivia Thompson
Pittaway Thompson, Warwickshire

“I JUST GOT A CALL FROM A NOM LETTER I SENT 4 YEARS AGO!”
“I’ve just rejoined the Mastermind after a break, and I wish I’d stayed a member! I’ve seen first- hand how much some of the Mastermind members have progressed in my absence, and I’m determined to catch up. It’s been really lovely to be in a room of friendly faces – all the members give you such support and want you to do well.

Being in the Mastermind helps me focus on my business, and gives me the tools I need to target the high-value homes in my area. The letters are such a valuable asset – I just got a call from a NOM letter I sent 4 years ago!

The investment isn’t cheap but it’s 100% worthwhile. If you’re thinking of joining Mastermind, don’t hesitate! Commit to the work, trust the process and the benefits are huge.”

Fiona Wright
Wrights Estate Agents, Scotland

“A ROCKET UP THEIR BUSINESS BACKSIDE!”
“We’ve been with Sam and Phil coming up to three years and the results for our business have been phenomenal! The letters in particular have helped us take our business to multiple six figures and we’re on track to do seven figures next year. Plus the support of the amazing community is second to none.

We cannot believe how quickly our business took off right from the start. It’s almost scary how well it has worked for us - it’s like someone has put a rocket up our business backside!”

Lucy and Michael Joerin
Stowhill Estates, Oxfordshire

“WE GOT OUR FIRST INSTRUCTION AT £900K WITHIN JUST 2 WEEKS OF OPENING.”
“It was a crazy wild ride in the first few months of Mastermind – thank goodness for the support we’ve had. There’s always someone in the team to answer our many questions from the smallest to the largest. That’s been invaluable.

When we first joined Mastermind, we focused on getting the letters out and got our first instruction at £900k within just 2 weeks of opening. The next instruction (£1.5m) came the following week and we’ve had a new high-value instruction pretty much every week or two since.

By joining the mastermind right from the beginning of our journey, it allowed us to set off on the right foot and spring right into it. We would have wasted so much time and money on the wrong things. Genuinely wouldn’t be where we are if it wasn’t for the support, resources and guidance of Sam and Phil, and the Mastermind team. I don’t know how else we would have hit the ground running as we have done without help from AJ - we just couldn’t have got results like that on our own. We’d probably still be trying to figure out what to call ourselves!”

Steven & James Child
Mr & Mr Child, Harrogate

“IN JUST 3 MONTHS WE’VE ADDED £160K TO OUR PIPELINE.”
“Being around like-minded people and being able to share ideas in a really safe zone, we’ve had a 180 degree turnaround in our business in terms of sales. From having a very small pipeline we have had £160k added in just 3 months. We currently have a £2.2m development opportunity we couldn’t have even considered taking on without the invaluable contacts and resources in Mastermind. Now we feel we can go for anything!
Our mindset has totally changed. Having a marketing plan that we can stick to has given us incredible results. The NOMs have been a game changer for us. Getting our first £2m instruction from a letter was a real lightbulb moment for us.

When you’re profitable you can start enjoying your business and your life.”

Ranjit and Jasmeet
Castle Hill Properties, London

“WE’VE AVOIDED WASTING MONEY ON TACTICS THAT DON’T WORK”
“Before joining Mastermind, we were concerned about the membership fees; we weren’t confident we would get a return on our investment. But we didn’t need to worry - our experience has been amazing. We never imagined we’d get such openness and transparency – not just from Sam and Phil, but from the other Mastermind members. When they share their challenges and stories, you realise that everyone has the same struggles as you do. It’s inspirational too when you see how they overcome those obstacles and have massive business success.

We can take ideas away and implement them in our own business, so we avoid wasting money on tactics that don’t work.

Since joining Mastermind, we’ve focused on our systems and processes and streamlined our business, leaving us free to focus on the high value homes market. Who better to learn from in this sector than AJ themselves! Sam and Phil – and their team – have been so open will all their strategies and processes, we’ve been able to plug them into Fowler and Powell and the results have been amazing.

Through being in the Mastermind and implementing the Blueprint, we’ve shown that we no longer have to work so hard IN the business, and can instead work ON the business – growing it.”

Levi Fowler
Fowler & Powell, Leeds

“A LIFE-CHANGING DECISION AND 30% OF ALL LISTINGS”
“I absolutely love being part of Sam and Phil’s Mastermind, the support I get from the team for me and my business is incredible. But I also love the Mastermind community, full of similar, like-minded agents – it’s a real family. Over 30% of our property sales over the last year have come from the letters that we get from Sam and Phil, which is absolutely incredible. I always come away with loads of social media ideas and feeling really motivated! So I can’t thank you both and the team enough for everything – it’s been life-changing joining the Mastermind, and I cannot recommend it highly enough!”

John & Lisa Curran
Currans Unique, Chester

“BEFORE I JOINED I WAS DREAMING OF £1M INSTRUCTIONS – NOW I’VE SET MY SIGHTS ON £3M AND ABOVE. ”
“After spending years consuming all the AJ Mastermind content, and listening to the podcast, I felt ready to make the leap. I decided to chuck myself in 100% and commit myself to the high value home market. I was concerned initially about the investment to join – it’s not exactly small – but now things have suddenly clicked. I can see a pipeline, I feel more confident.

Before I joined I was dreaming of £1m instructions – now I’ve set my sights on £3m and above. It’s been a massive mental shift for me. The letters have been absolutely amazing. I’ve just been instructed on two properties, at £3.5m each. It’s a different world from where I have been. They both came from an ‘on the market’ letter. Believe it, follow it, make it happen.

Rachel Circus
Belvoir, Enfield

“How can I make sure we don’t lose our bread and butter instructions?”
Don’t change your marketing message – just see your new high value homes strategy as a new business venture. For your usual clients and market, nothing needs to change. But behind the scenes, you’re launching a new arm of your business.

“Can this work for me as a franchisee?”
Many estate agent franchises in the UK suffer from a low value brand image. As a result, most franchisors would be delighted if their franchisees were to successfully target and list high value homes. Depending on which franchise you are a part of, your biggest challenge may be in the public perception of the brand, and therefore you may need to consider creating or using an add-on brand for these homes, if your franchise agreement allows for this.

“Does my area have enough high value stock?”
To find out, go to Rightmove, and search in your target area to see how many homes are on the market, that you would consider to be high value. For example, if you do a search for Telford in Shropshire for homes priced at £500,000 and over, within a 10-mile radius, there are currently 338 properties available. That’s more than enough to create and implement a high value home strategy in that area. As a guideline, we suggest you need around 300 properties in the area you cover, at the price you want to attract. But if you do the same search for Hull, there are only 145 properties at £500,000 and over, which probably isn’t sufficient to justify a Hull centre agent adopting a high value homes approach. There just aren’t enough properties of that value.

“We’re brand new in town and no one knows our name – how can we overcome that with your programme”
This is a huge advantage – through sophisticated 2017 marketing strategies, you’ll be able to reach local residents through a range of high-converting marketing strategies. This will allow you to enter the local marketing with a “nag”

My marketing strategies will allow you to really disrupt the local market – you’ll be able to take advantage of that.

“Are your programmes for lettings too?"
Yes, my programmes are designed for both sales and letting agents, having worked with plenty of both over the years. I’ve also created a programme specifically for lettings – my landlord attraction blueprint – which targets the specific marketing challenges that letting agents face.

“We’re spending lots of money on canvassing and print advertising and its not working. What else can we do?”
Jump on call with me! I promise you, there are marketing tactics you haven’t tried, and that are working right now for some of my current clients. Ill share some ideas with you on our call. Online marketing is the most effective way to reach new vendors and landlords, but combine a digital system with offline tactics such as canvassing and print, and watch your business explode! Canvassing can work and it does for many of our clients, but its time for a new approach. We can have a chat about this and see how this strategy would work for you.

“I just don’t have the time”
If you don’t have the time to work ON the business because you’re too busy IN it – then how can you change your situation? In order to grow, progress, scale and take the right steps forward – then its vital that you spend time on the right actions.

I promise you that you can find the time – it just means that you need to prioritise creating and implementing a marketing system that will reduce your workload in the future: short term pain for long term gain.