“When you intersect a lot of curiosity, passion and drive, you can come up with something truly incredible. Maybe some people define that as genius.”
— Austin Russell, Founder of Luminar
Are You a Trailblaser or a Traditionalist?
How do you see yourself in the world of estate agency? Are you someone who follows the well-trodden path, or do you dare to break away from convention? When we started AshdownJones, we faced a pivotal decision: how to position ourselves in a landscape dominated by established estate agents. The challenge was clear—what could set us apart, and would this differentiation resonate with our ideal clients? To find inspiration, we turned to brands we admired—think Airbnb, Apple, Uber, and Innocent Drinks. We contrasted these with brands that have faded into obscurity, like Kodak, Blockbusters, and Woolworths. The question loomed large: what made one brand thrive while another vanished? The answer became evident: the most successful brands stand for something meaningful.
Discovering Our Purpose
As a new agency eager to carve out a unique identity, we asked ourselves: what do we stand for? This question sparked countless brainstorming sessions, and ultimately, we uncovered our core values.
1. Start With Why
If you haven’t read Simon Sinek’s book, “Start With Why,” I highly recommend it. It’s not just for business owners; it’s a guide for anyone seeking clarity in their purpose. At AshdownJones, we distilled our ‘why’ to a simple yet powerful statement:
“To help people enjoy the experience of moving home.”
We understand that moving can be a daunting process, often filled with stress and uncertainty. Our mission is to change that narrative. Next, we explored our ‘how’:
“By creating bold, beautiful, and bespoke marketing for their home.”
Our commitment to exceptional photography and stunning brochures is unwavering. Our clients don’t just receive marketing materials; they receive works of art that they cherish. Finally, we defined our ‘what’:
“We are a customer experience company that sells houses.”
This means we are dedicated to transforming the moving experience, ensuring it is as enjoyable as possible through our unique marketing strategies.
2. Embracing the Unconventional
Reflecting on the famous “Think Different” campaign by Steve Jobs, we found inspiration in the words:
“Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently.”
These are the individuals who challenge the status quo and push boundaries. They may be seen as the ‘crazy ones,’ but we recognise their genius. After all, those who dare to believe they can change the world are often the ones who do.
3. Our Vision for Beautiful Marketing
We envision a world where every home is represented by stunning photographs, crafted by talented artists who care deeply about their work. Each image should be a masterpiece, reflecting the beauty of the home.
4. Going Beyond ‘Better’
In our quest for excellence, we realised that being merely ‘better’ isn’t sufficient. After all, ‘better’ than mediocre is still just good enough. We strive to offer something entirely different—something that resonates with clients who value uniqueness in their estate agent. Just as a Mac is not merely ‘better’ than a Dell, our services are a different proposition altogether. Our true fans appreciate this distinction.
5. Challenging the Norms
We asked ourselves some tough questions:
- Why is property photography often so lackluster?
- Why do estate agents rely on uninspired language like “comprises of” or “benefiting from”?
- Why do for-sale boards primarily promote the agent rather than the property itself?
- Why can’t property details be as exquisite as a Tiffany brochure or a Mercedes catalogue?
In response, we took a stand against the mundane. We hold ourselves accountable to be something refreshingly new. Our stance is clear: we are anti-bland, anti-boring, and anti-mediocre. We reject the notion of simply ‘sticking it on Rightmove’ and instead focus on delivering an experience that is anything but standard.
6. A Client-Centric Approach
At AshdownJones, we pride ourselves on being a client experience agency. Our service is emotional, distinct, and authentic. We aim to redefine how clients choose their estate agent, making the process simpler and more enjoyable. We aspire to be more than just agents; we want to be our clients’ moving PAs, mentors, and friends throughout the journey.
7. Our Obsession with Property Marketing
Our passion for property marketing is palpable. We believe that our marketing should be as bold and beautiful as the homes we represent. Each brochure is meticulously crafted, showcasing our clients, their homes, and their lifestyles. We recognise that selling a home is not just a financial decision; it’s an emotional one as well. That’s why we’re proud to demonstrate that bespoke marketing not only sells unique homes faster but often for a higher price.
What We’re Really Selling
At the heart of our business lies a commitment to:
- Building trust that we will deliver on our promises.
- Providing reassurance through our proven track record of successful sales.
- Instilling belief that we will do everything possible to sell their home.
- Fostering understanding that selling a home is a collaborative effort.
- Offering hope for a swift sale and a smooth transition to the next chapter of life.
- Creating an enjoyable experience, complete with support through the ups and downs.
Above all, we ensure that our clients feel confident that we are doing everything in our power to make their dreams a reality
The 7-Figure Mindset
Adopting a 7-figure mindset is about more than just financial success; it’s about embracing a philosophy that prioritises innovation, exceptional service, and a commitment to standing out in a crowded market. As you navigate your own journey in the estate agency world, remember that thinking big can lead to remarkable growth. Whether you’re a seasoned agent or just starting, the principles of curiosity, passion, and a willingness to challenge the status quo can set you on the path to success. So, are you ready to embrace the 7-figure mindset and transform your estate agency? Let’s embark on this exciting journey together!
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When you’re ready, here are 3 ways we can help you:
1. Reach out for a call with Sam – choose from three different calls to help you overcome your specific challenges. All free and without strings. Grab a coffee and let’s get to work.
2. Come and spend the day with Sam and Phil, at AshdownJones’ HQ, in our beautiful Lake District. Meet the team, check out our systems and marketing, and enjoy meeting like-minded (non-competing) agency owners. We’ll even put on lunch! Book your place here.
3. Join our Facebook community of super-ambitious independent agents.
Hope to catch up with you soon and find out how you’re growing your business!
Till then,
Sam and Phil
