Ludworth Lettings / BG-Demo – Discovery
Callcompleted
Ludworth Lettings · 27 Jan 2026 14:00
Kerry Bramall described hours lost each week stitching lettings, repairs and statements together. Stephen Arden wants to know it is worth the money. Tom Ashdown pencilled in £28k total and a 16 Apr 2026 decision target.
What was said
What this says
As at Fri 9 Oct 2026Kerry Bramall described hours lost each week stitching lettings, repairs and statements together. Stephen Arden wants to know it is worth the money. Tom Ashdown pencilled in £28k total and a 16 Apr 2026 decision target.
What happened: Discovery with Kerry Bramall and Stephen Arden. Tom Ashdown sized a Starter fit: one team, four sources, a handful of users.
Customer view: Kerry's pain is landlord visibility, with Nathan's spreadsheet acting as the system. Stephen is the money voice: he would look at it but not live in it.
Commercial: Tom quoted £28k as the deal total including set up work, with the split to follow in the proposal. The 16 Apr 2026 decision date is Tom's own diary target, and Kerry said it suits them given year end on the accounts side.
Watch: Whether Ludworth has a Snowflake account is unknown; Amy, the systems administrator, was not on the call. The evidence does not show a budget or a rival.
Themes
As at Fri 9 Oct 2026Theme
Landlord visibility discovery
Importance
upsell
Sentiment
positive
Voice
decision-maker
Who was there
BG-Demo
CRMmade from
Them
CRMmade from
Follow-up
Next steps
As at Fri 9 Oct 2026- Tom Ashdown to send demo dates this week for a session on Ludworth's own data.
- Hannah Lowe to send Amy an access list and check the Snowflake position.
- Tom Ashdown to send a short written proposal with the one-off and subscription split.
Risks
As at Fri 9 Oct 2026- Stephen Arden needs the value case: he asked what it saves and wants it short.
- The Snowflake position is unconfirmed and depends on Amy, who was not on the call.
Opportunities
As at Fri 9 Oct 2026- A Starter implementation and subscription covering four sources for the property management team.
- Nathan's spreadsheet is a clear manual-reconciliation pain point to build the value case on.
Transcript
Tom AshdownHello, hello. Can you hear me alright? I've got the little bars moving so I think we're good.
Kerry BramallYes, loud and clear. Stephen's just getting his camera sorted, he's in the other office.
Stephen ArdenHere. Can you see me? No? There. Afternoon, Tom.- Tom AshdownAfternoon, Stephen, afternoon, Kerry. How's your week been so far? It's only Tuesday but it always feels like Thursday by now, doesn't it.
- Kerry BramallDon't. Repairs backlog is the week. We've had a run of boiler call-outs after the cold snap and the contractors are stretched. Which is partly why we're talking to you, to be honest.
- Stephen ArdenHow's it going, Kerry? Is it any better than Friday?
- Kerry BramallA bit. Not much. Let's not get into it, we've only got half an hour.
- Tom AshdownNo drama, we'll keep it tight. So what I'd like to do today is just understand how you work now, where it hurts, and then I can work out whether we're even a sensible fit. If we're not, I'll say. Is that alright?
- Stephen ArdenFine. Keep it simple.
- Tom AshdownRight. Kerry, I know the headline from the email, but tell me in your words. Six thousand homes or so, South Manchester and Cheshire, is that right?
- Kerry BramallAbout that, yes. Mix of lettings and a fair few blocks we manage. Landlords of all sizes. Some have one flat, some have thirty odd properties with us, well, a lot anyway.
- Tom AshdownAnd the day to day. If a landlord rings up and says what's going on with my property, what happens?
- Kerry BramallHonestly? Someone opens the lettings system, then the repairs tickets in another place, then the statements in the accounts side, and then they're stitching it together in their head. Or in a spreadsheet. Nathan has a spreadsheet. Everyone knows about Nathan's spreadsheet.
- Tom AshdownHa. Every agency has a Nathan. And he's your senior property manager, yes?
- Kerry BramallYes. He's brilliant but he shouldn't be the system.
- Stephen ArdenWhat does it save us? That's what I want to know.
- Tom AshdownFair question, and I won't dress it up. What it saves is the stitching. Everything sits in one place inside your own Snowflake account, so the property, the repairs tickets and the statements are one view per landlord, and you ask it questions in plain English. Whether that's worth it for you depends on how much time goes on the stitching today. Kerry, any feel for that?
- Kerry BramallHours. Every week. Landlord calls, the monthly statements going out, then the chasing of a repair that someone swears was logged. Has the landlord been told? That's the question I'm always asking and nobody can answer quickly.
- Tom AshdownRight, so that's the one. Landlord visibility. Do you already have a Snowflake account, or is that something we'd need to talk through with whoever looks after your IT?
- Kerry BramallThat's Amy. Our systems administrator. I think there's something, she'd know. I don't want to promise on her behalf.
- Tom AshdownSensible. Leave that with me, I'll get Hannah, she's our solutions engineer, to speak to Amy directly. She's the one who sorts connectors and how it all hangs together. You'd like her.
- Stephen ArdenDoes Amy need to be involved a lot?
- Tom AshdownAt the start, yes, because we connect to your systems and she'll know the logins and the quirks. After that, not much. And I'd rather be straight about it than tell you it's all magic.
- Stephen ArdenGood. Kerry's the expert on how it's used. I just need to know it's worth the money.
- Tom AshdownUnderstood. Kerry, which systems would we be pulling from? Give me the full list, even the awkward ones.
- Kerry BramallThe lettings platform, that's the main one. The repairs and maintenance tickets. The landlord statements come out of the accounting system. And then there's email, because half the repairs conversation happens in people's inboxes, which I know is not ideal.
- Tom AshdownNot unusual at all. So that's about four sources. The Starter tier has four connectors, so that would just about fit, but I'll confirm the exact list with Hannah rather than say it from memory.
- Kerry BramallFour's fine. Let's not overcomplicate it. If we get the first three working I'd be happy.
- Tom AshdownThat's a good way to start, actually. Small and working beats big and late. How many people would use it day to day, do you think?
- Kerry BramallThe property management team, so a handful of managers, me, Amy a bit. Not the whole company. Stephen would dip in for landlord stuff.
- Stephen ArdenI'd look at it. I wouldn't live in it.
- Tom AshdownThat's fine, and it's one team, so Starter looks like the right shape. For the ballpark, what we've pencilled in is twenty-eight thousand pounds, which is the deal total including the set up work, but I'll confirm the breakdown in writing before anyone relies on it.
- Stephen ArdenTwenty-eight. Right. And that's all of it?
- Tom AshdownThat's the total for the deal as it stands today. How it splits between the one-off and the subscription is what I'll put in the proposal, so you're not guessing.
- Stephen ArdenFine. Send it when you've got it. Short one, please.
- Tom AshdownShort as I can make it. Now, timing. I've got the middle of April, 16 Apr 2026, as a target for getting a decision, but that's just where my diary says. Does that sit right with you or is it too slow?
- Kerry BramallThat's fine. We've got year end stuff on the accounts side so I wouldn't want to rush before that.
- Tom AshdownPerfect. Next step then, let's get a demo in the diary on your own data, with Hannah, Amy and Nathan on it if they can. That way you're seeing your landlords, not some made up ones.
- Kerry BramallYes. Nathan especially. If he likes it, the others will.
- Tom AshdownCheers. I'll send some dates this week and Hannah will send Amy a short list of what we need access to. Anything else before we stop?
- Stephen ArdenNo. Thanks both.
- Kerry BramallThanks, Tom. Speak soon.
- Tom AshdownCheers, both. Bye now.
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