September 18 · 5 min
PS
Property-Porn Stars
Property-Porn Stars
Welcome to Property-Porn Stars, the premium property podcast for property professionals who are either working in, or aspiring to work in, the premium home market, brought to you by your hosts David Lindley and Matt Giggs.
The 'Property-Porn Stars' are the guests joining us in the studio, each of them excellent in their own field when it comes to the premium property markets, while the hosts interview them about their approach, what they've learned, and what they would advise for others working in the premium market to add significant value to their businesses.
If the premium property market is a subject you want to learn more about, or even if it is to take some of the insights you will learn here into another market, you are sure to gain lots of value from listening.
On behalf of the show's hosts, David and Matt, we are incredibly grateful for everyone who gives up their time to listen, and we are always eager for feedback on subjects, guests and questions.
Don't forget to the the subscribe button, and thank you for listening!
- 20 episodes
- fortnightly
- Avg 27 min
- English
- PSS1 · E52September 15 · 57 min
Building a Premium Agency at Speed... #52 Katie Solaru
In this episode, we sit down with Katie Solaru, MD of By Design in Cheshire's 'Golden Triangle', who stepped into the premium market around 6 months ago. We find out how she has grown so quickly, both in terms of market share, and team members, in such a short space of time. We cover: - Growing to a team of four partner agents in six months without ever setting out to recruit anyone - A first market appraisal at £2.75m, off the back of one hand-written and hand-signed letter - How margins match markets - The social media system behind it all: three B-roll folders, local followers over vanity numbers, and how to reach the 97% who aren't moving - Favourite or fool, and why being visible long before the valuation decides who wins the instruction - The only canvassing she still does, and why the open house postcard brings her more business than the listing does - Networking that actually works in the premium market, from weekly breakfast clubs to Pilates at the Porsche Centre - The accidental staging and styling business that started with one client going on holiday - Person-centred planning and how therapy training makes the price conversation easier - Choosing to be the least experienced person in the room, and what made her move to By Design - Imposter syndrome when the problem isn't your own self-belief but what everyone else might think - Twelve years in the NHS as a speech and language therapist, and the first property investment that went badly wrong And a lot more. This is a brilliant, open and honest conversation, and I promise you will come away with a lot of insights from Katie. Enjoy!
- PSAugust 26 · 6 min
August 2026 Premium Property Market Report
Slightly longer than usual... but hopefully for good reason, there are some eye opening figures in this months market report which might be useful when in conversation with homeowners... So, here is everything you need to know about the premium property market in 5 minutes (🤥😂), thanks as always to the man in the know, Simon Gates for the stats. A link to his (very comprehensive) full report is here, if you wanted a deeper dive into the numbers as well https://bydesignhomes.com/blogs/uk-premium-property-market-update-july-2026
- PSS1 · E50August 12 · 42 min
Royalty, Removals, and the Real Meaning of White Glove...#49 Nicholas Illingworth, Abels Removals.
We speak to a lot of agents in the premium market here on the podcast, but often like to engage with those in closely related industries as there's lots that can be learned from their perspective on the same market. In this episode, Nicholas Illingworth of Abels shares his insights, from what is arguably the most 'premium' removals company in the UK. We get into: - The Royal Warrant, demystified - How discretion is the product - What "white glove" actually means - The "too cheap to trust" story - How much more Abels cost, and why people pay it - Turnkey, taken to the extreme! - How recommendations are 85% to 90% of the business - Why agents should care commercially... - The premium view on referral fees - Hire for attitude, and the multi-brand lesson We hope you enjoy this episode as much as we enjoyed recording it!
- PSJuly 31 · 5 min
Premium Market Update - July 2026
Everything you need to know about whats going on in the premium property market right now, plus, a summary of what has happened so far in the first half of 2026. Stats supplied, as always, by the man in the know Simon Gates. Back next month with another update!
- PSJune 24 · 4 min
Premium Property Market Update June 2026
Everything you need to know about the premium market in 4 minutes... PLUS some good news (😮), the most important thing for premium agents to consider right now, and a dangerous foray into politics (Simon Gates sent me the stats 3 days ago, so I had to wing that bit 😂). Back next month with another market update 😁
- PSJune 3 · 1 hr 5 min
PRIME CUT 2026: What Sellers Actually Want Agents To Do...
PRIME CUT 2026 is here. In this special episode, David Lindley is joined by Simon Leadbetter, Simon Gates and Elaine Penhaul to break down the Voice of the Agent Survey and what it really means for the premium property market. We get into what premium sellers actually want from their agent (spoiler: it's not the lowest fee), why the biggest brands are losing market share, how AI should and shouldn't be used at this level, and why emotional intelligence is becoming the rarest and most valuable asset an agent can have. This conversation covers: - What premium sellers actually want from their agent - Fee is only important to a third of sellers, even below £500k - Why the cheapest agent is often the most expensive - Premium clients want advice, not updates - The agent as conductor of an orchestra - The biggest premium brands are all losing market share - Breaking into the premium market and the moat around it - AI: automate the predictable, humanise the exceptional - Emotional intelligence as increasingly rare capital - A two-speed premium market We only release one episode like this a year, so don't miss out on 2026's PRIME CUT...
- PSMay 18 · 4 min
Premium Market Update - May 2026
There's a fair bit going on in the world right now 😅 But how has that affected the premium property market? You might be surprised. Everything you need to know about the current state of the market, and whats happened so far this year, in 4 mins. Thanks as always to Simon Gates for the stats - and his full report is available at the following link: https://bydesignhomes.com/blogs/april-2026-uk-premium-property-market-update
- PSApril 27 · 3 min
Premium Market Update - April 2026
Here is everything you need to know about the premium property market for March '26, as well as the year to date (and what a year it has been!) in around 4 minutes. The results might surprise you... Thanks as always to the stats-man Simon Gates for providing the information for this update (and apologies for my croaky voice!)
- PSApril 13 · 46 min
"Getting Out of Your Own Head...and Into the Premium Market" #48 Amanda Haworth
David is joined by Amanda Haworth, the Managing Director of By Design Horsham and Haywards Heath. In this episode, we cover: Why Amanda fell out of love with estate agency entirely: The struggle to find a role that matched her experience while also working around family life, and why stepping away from the industry was actually the best thing she could have done. How this podcast helped bring her back. Amanda was listening to Property Porn Stars while out of the industry, and hearing from other agents who'd made the move into premium was the catalyst that made her think "if they can do it, why can't I?" The real differences between mainstream and premium agency. Fewer properties, higher fees, more demanding clients, 24/7 availability, and why it's fundamentally a different job rather than just a more expensive version of the same one. Getting your first 2-3 premium instructions (and why they're everything). How to break into a market where you haven't yet got the track record, and why marketing, storytelling, and testimonials from those early deals build the platform for everything that follows. Fees in the premium market. Why percentage fees are higher at the top end and how that changes the economics of your business, enabling a completely different level of service. Gender in the premium property market. An honest conversation about whether being a woman in this space is an asset or a barrier, how you prove yourself, and what Amanda would say to the version of herself two years ago who was wondering whether to go for it. Imposter syndrome and "faking it till you make it". Amanda's brilliant reframe: she's not faking the job, she's faking the confidence before walking into situations that feel uncomfortable. A subtle but important distinction that most agents will relate to. Dealing with the bad weeks. Lost instructions, fallen-through sales, numbers not where you want them. How Amanda manages her mindset when things aren't going to plan and keeps coming back to "I do know what I'm doing." Why referrals are the ultimate compliment. When a client puts their personal relationship on the line to recommend you, that tells you more about the value you're delivering than any metric ever could. What's next for Amanda and By Design. Growing market share, potentially growing the team, and where she wants to take the business over the coming years. And a lot more besides. This is a great conversation with a brilliant agent, and a lovely person, we hope you take away shed loads of value from this one... Enjoy!
- PSMarch 24 · 4 min
Premium Market Update - March 2026
Everything you need to know about the premium property market so far this year, in 4 minutes or so. All stats provided by the man in the know, Simon Gates!
- PSMarch 8 · 52 min
Prejudice, Premium Property, and Proving Yourself... International Women's Day Special Episode.
A different kind of episode to the 'usual programming', but one that has huge importance. Regardless of your gender, well worth listening to, but especially so if you are considering moving into the premium market. To celebrate International Women's Day, and recorded the day after the Women in Estate Agency Conference, David sits down with three brilliant By Design MD's, Katie Solaru, Marie Fritz, and Amanda Haworth, to get into the details of what impact their gender has had on their career, and what advice they can offer others who might be considering the premium market, too. We cover a lot of ground, including: Whether sexism and gender bias are actually better or worse in the premium property market. Real experiences of female estate agents dealing with sexism from clients and colleagues. Why women often feel they have to prove themselves more than men in estate agency. The surprising gender statistics in the industry: 56% of estate agents are women, yet only around 8% of self-employed agents are women. Why so few women start their own agency businesses despite making up the majority of the workforce. How traditional high street agency structures and promotion opportunities can limit female career progression. The impact of motherhood, childcare costs, and rigid working hours on women’s careers in property. Why the self-employed agency model can offer greater flexibility for parents. The safety risks female agents sometimes face when meeting clients and conducting viewings. The reality of building a personal brand on social media, including unwanted messages and harassment. The mindset required to succeed as a self-employed agent, including resilience, confidence, and entrepreneurial drive. Practical advice for women entering the industry: build confidence, expect rejection, find supportive networks, and learn as you go. Practical advice, experience, shocking stories, and much more - we hope you enjoy this very special episode.
- PSFebruary 24 · 3 min
Premium Market Update - February 2026
Everything you need to know about the premium property market so far this year, in 3 minutes... And its an interesting one - encouraging numbers in some aspects, and a clear divide emerging for which homes sell, and which don't! Stats provided as ever by the man in the know, Simon Gates, and I'll leave a link to his full market report below which is well worth a read for a deeper dive into whats going in the market. Back with another update next month! Simon's full premium property market report:https://bydesignhomes.com/blogs/january-20226-uk-premium-property-market-update
- PSS1 · E47February 18 · 54 min
'Hook Them, or Lose Them!'... #47 Toby Martin
In this episode of Property Porn Stars, David Lindley sits down with Toby Martin, Chief Content Officer at Unchained.Marketing, to unpack the real role of video in modern estate agency. Toby shares his journey from a 13 year career in lettings to stepping into the world of marketing consultancy, and explains why video is no longer optional for agents who want to win instructions. The conversation explores the concept of Google’s “messy middle”, why 70 percent of a client’s decision is made before you step through the door, and how agents can batch create six months of content in a single day. They also debate presenter led property videos, discuss whether agents should feature themselves in tours at all, and share practical advice on camera confidence, editing, AI tools and why most agents are sitting on a goldmine of untapped content. If you are serious about growing market share in the premium space, this episode is a masterclass in modern visibility, covering: • From Lettings to Marketing: Toby explains his move from a stable employed role in lettings into consultancy and now Unchained, driven by a passion for helping agents market better.  • The Messy Middle: By the time you arrive at a valuation, vendors are already up to 70 percent through their decision. Clients research online, consume content and form opinions before meeting you.  • Video Is Where Attention Lives: Around 82 percent of internet traffic is video. If agents are not creating video, they are not meeting clients where they already spend time.  • Fast Forwarding Trust: Regular video content accelerates familiarity and authority. Vendors feel they already know you before you meet.  • You Are Sitting on a Content Goldmine: Estate agency is complex and fascinating to consumers. FAQs, market updates, process explanations and behind the scenes insights provide endless content opportunities.  • Batch Content Is the Answer: One focused filming day can produce 50 to 70 short videos, giving six months of evergreen content. Two days per year could power an entire annual strategy.  • Camera Shyness Is Discomfort, Not Fear: Confidence comes from repetition. Toby recommends a private daily 60 second diary for 60 days to build natural ease on camera.  • Hook or Lose Them: You have roughly three seconds to stop the scroll. Avoid introductions and filler language. Lead with a compelling statement or visual hook.  • Serious Often Equals Boring: Estate agents default to grave, formal delivery. Approachable, human and occasionally humorous content performs better.  • The Property Video Debate: The episode explores whether presenter led tours help or hinder premium marketing, and introduces the idea of seller led storytelling videos as a powerful alternative.  • Editing and AI Realities: CapCut remains a practical tool for in house editing. AI can assist but cannot yet fully automate quality video production.  • Video as Foundational Marketing: Educational and advice based content forms the core layer of modern agency marketing, with aesthetic property content layered on top.  [Side note - this episode was recorded many months ago, so Toby's 'new role' isnt all that new anymore!]
- PSJanuary 30 · 4 min
Premium Market Update - January 2026
How did the premium property market fare over 2025, and whats it got in store for 2026? Some highlights from Simon Gates' latest premium report here, with (pretty much!) everything you need to know in 4 mins. So far...so good? Seems like lots more activity in the market after the budget/Christmas double whammy, so long may that continue! Also, some interesting stats on which months to list homes, to get the highest chance of selling...👀 Link to Simon's full report is here: https://us21.campaign-archive.com/?u=db74f5b588c5289dd2935b2fe&id=07445824b7
- PSS1 · E46January 26 · 45 min
AI: Portals, Agents Websites, And the Future... #46 Mark Burgess
What will the future of property portals, of agents websites, and the industry look like when AI changes the way we live and work? What should agents be doing now to prepare for the change and keep ahead of their competition, and what shouldn’t they be doing? How do agents get ‘found’ on LLM’s like ChatGPT, how do their listings show up, and where does that leave agents websites and the mainstream property portals? I am very interested in the ‘front facing’ side of AI, and wanted to ask Mark what he thought about it. So I did, and Mark kindly let me record the conversation to share on this platform, in case you are interested in how the industry will change, too. Hear from one of the best in the business when it comes to integrating AI into technology, and who has studied this field for years - so you know whats coming.
- PSS1 · E45Dec 22, 2025 · 1 hr 6 min
Stop Doing Valuations! ...And what agents should be doing instead... #45 Charlie Lamdin
Never one to shy away from a controversial opinion, Charlie shares his opinions (and the outcome of his testing with an estate agency business) of a new method of bringing properties to market WITHOUT conducting a valuation. Certainly a though provoking proposition, we'd love to know your thoughts on this? In this episode we cover: • Why traditional property valuations may be harming both agents and consumers • Whether estate agents should stop giving valuations altogether • How true market value is actually discovered, and why offers matter more than opinions • What agents should talk about if they are not talking about price • How to handle seller objections when they insist on a valuation or a ballpark figure • Why launch price is not the same as market value, and what its real purpose is • How buyers behave differently when agents stop guiding offers • Why overpricing puts serious buyers off before they even view • How this approach can lead to faster sales, higher fees, and fewer fall-throughs • Whether shorter agency contracts create better outcomes for sellers and agents alike We hope you enjoy the conversation, and thank you Charlie!
- PSDec 18, 2025 · 8 min
Premium Market Update - November 2025
What does the budget, the premium estate agency market, a life lesson from Mariah Carey, and a questionable Christmas jumper all have in common? I'm glad you asked... All of which feature in this festive Premium Market Update of course! As always, to read Simon Gates' full market report get subscribed to Premium Estate Agency News here: https://us21.campaign-archive.com/?u=db74f5b588c5289dd2935b2fe&id=88ec3e34bc
- PSS1 · E44Nov 24, 2025 · 1 hr 6 min
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.
- PSNov 16, 2025 · 4 min
Premium Market Update - October 2025
The premium market is NOT doing what you might think...! 🤔 Simon Gates kindly sent through his premium market report for the latest month's data, and even he labelled it as 'surprising'... So see what you think, and let me know 🙂 Click here: https://us21.campaign-archive.com/?u=db74f5b588c5289dd2935b2fe&id=002db01c01 to subscribe to receive Simon's full report (plus an unorthodox top tip coming into the winter period), plus some cracking content from Elaine Penhaul and Simon Leadbetter (and myself!) to boot, in November's Premium Estate Agency News.