About

I’ve done this job at every level of it, in two countries.

Junior negotiator to Managing Director. London, Devon, Dubai. Twenty three years, nine awards, and a fair few years I’d rather not talk about.

Here’s the whole thing, including the parts that don’t usually make it onto a website.

  • 23 years in real estate
  • 12 years in Dubai
  • 9 industry awards
  • AED 5bn sold and rented
  • 13,500+ on YouTube
  • Keynote APEX 2026, Las Vegas
The start

I was drawing floorplans before I knew it was a job

I grew up in Newton Abbot in Devon. My dad was a Royal Marine, a warrant officer, and one of very few black men to reach that rank. My mum was a Navy nurse. Between them they gave me a set of standards I ignored for about a decade and then came back to.

As a kid I drew houses. Designed the floorplans, named them, priced them up. There was a brief period where I wanted to be a bus driver, but mostly it was this.

My first job was at sixteen, in a phone room for a timeshare company, three hour shifts cold calling people about apartments in the Algarve. Hard dial targets, hard appointment targets. I learned more about resilience in that room than in the ten years after it.

At fifteen I’d done a week of work experience with my next door neighbour, who owned an estate agency. Valuations, viewings, other people’s houses. That was it, decided.

London

The interview I didn’t know I was sitting

I moved to London at eighteen, lived with my dad in Clapham, and got a job selling mobile phones while I worked out how to get into property.

Then Foxtons. The interview was at head office in Chiswick, about thirty of us in a big room with snacks and a free bar, left alone for an hour with no instructions. Most of the room drank. A good number got properly drunk. Then the directors walked in and started asking people to leave.

I’d convinced myself it was a test. Years later somebody who ran those interviews told me it wasn’t. Either way, it taught me something I’ve never let go of: what you do when there are no instructions and nobody is watching is more or less the whole job.

My first deal was a two bedroom ground floor flat at 58 Braeside Avenue in Wimbledon. Corner of a cul de sac, eleven fifty a month. I rented it more than once over the years.

Then Featherstone Leigh, and a manager called Mimi who was in the office at quarter past seven and left at eight at night. She taught me discipline and systems, and she told me repeatedly that going out clubbing was a fake life and I should put myself into my career instead.

I ignored her for about ten years. I’m forty two now and I’m at my desk at quarter past seven. I didn’t invent that. I copied it, a decade late.

2008

The best year of my career happened in a crash

Credit crunch. My company made every single sales person redundant and shrank the whole sales operation into one office in Wimbledon. I was running lettings in Balham with a team of six, and the mood in that building was grim. Nobody talked about targets. Everybody talked about who was next.

We doubled the previous year’s revenue. There was one street in Balham where our boards ran the entire length of it and I still remember driving down it. I got promoted to the Battersea flagship off the back of it.

It wasn’t cleverness. Everyone else went quiet and we didn’t. That single fact has shaped everything I’ve taught since.

The crossroads

Why I actually left

I’d moved back to Devon to be near my mum while she was recovering from cancer. She passed away, and I was left with two options that were both wrong. Stay in Devon, where I didn’t belong. Or go back to London, where I knew exactly what I’d go back to.

A friend took me to Dubai on holiday. I came home, handed in my notice, gave up my flat, and started clearing my mother’s house. It happened fast enough that I never really stopped to think about it, which was probably the point.

Nobody tried to talk me out of it. Twelve years on, four of my friends live here, my sister’s in Doha, and my dad is thinking about six months a year.

Dubai

Two suitcases, thirty thousand pounds, and a very quiet month three

I arrived at thirty with two suitcases and about thirty thousand pounds. More runway than almost anybody I coach turns up with. I spent most of it on going out.

My first deal landed inside two weeks, a five and a half thousand square foot villa to an Australian couple, and I genuinely thought I’d cracked it. Then nothing for months.

By month three my desk was by a window on a high floor and I spent a lot of time up there planning how to tell everybody I was going home. Nothing had landed. Everything I’ve built in the twelve years since came from the version of me who didn’t book that flight.

Since then

Built, scaled, and occasionally got it badly wrong

I’ve built and scaled teams, taken agents from non performers to top performers, and turned businesses from a loss into a profit. My teams here have rented and sold over AED 5 billion in property value.

I’ve also made two genuinely bad career decisions in twenty three years, and both of them were made on a day I felt awful. I was sacked more than once in my twenties for going out. There was a stretch a few years ago where I didn’t make a proper call for three weeks and told myself I was busy.

I mention all of that because I think it matters. I’m not teaching this from the outside.

The record

Nineteen years. Five companies. Two countries.

Different markets, different logos, different economies. Same system.

Year Award Company
2004 Top Negotiator Kinleigh Folkard & Hayward
2008 Top Branch Lauristons
2010 Top Newcomer haart
2011 Top Branch, Q1 haart
2011 Top Branch, Q2 haart
2011 Top Branch, Q4 haart
2012 Highest Percentage Market Share haart
2018 Team of the Year espace
2023 Manager of the Year Chestertons
Why RECOO exists

It was only ever meant to be a YouTube channel

I started it because agents kept asking me the same questions and I wanted somewhere to send them. Somewhere they could upskill themselves without having to admit to anyone in their office that they were struggling.

It turned into a company. Courses, coaching, workshops, and now a keynote in Las Vegas.

What hasn’t changed is why. Eight out of ten people who start in this industry are gone within two years, and almost none of them leave because they couldn’t do the job. They leave because nobody ever showed them what a week is supposed to look like.

That’s the whole thing. That’s what I fix.

See how we could work together

Ashley Hawthorne

What agents say

5.0 on Google

Speaking

Keynote speaker, APEX 2026, Las Vegas

23 to 25 September 2026, World Market Center, Las Vegas. I speak on agent performance, the operating system behind a consistent month, and why most brokerages lose eight of every ten people they hire.

Ashley Hawthorne speaking at APEX 2026 Las Vegas
Speaking and enquiries

If you want to talk, the first thirty minutes are free

Bring your numbers, however rough they are. I’ll tell you honestly whether I can help.

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