Ludworth Lettings / BG-Demo – Proposal
Callcompleted
Ludworth Lettings · 9 Mar 2026 16:45
Tom Ashdown walked Kerry Bramall and Stephen Arden through a Starter proposal at £28k all in for the first year. Kerry values the single view of repairs and landlords. Stephen finds the price sizeable. Close is pencilled for 16 Apr 2026.
What was said
What this says
As at Fri 9 Oct 2026Tom Ashdown walked Kerry Bramall and Stephen Arden through a Starter proposal at £28k all in for the first year. Kerry values the single view of repairs and landlords. Stephen finds the price sizeable. Close is pencilled for 16 Apr 2026.
What happened: Tom presented the Starter scope for Kerry's property management team: pages, chat and search, 15 users soft limit and four connectors. He quoted £28k as the first-year total with implementation inside it.
Customer view: Kerry wants one place to answer landlord questions about repairs instead of flicking between three systems. She said her small team will only use something that needs no training days.
Commercial: Stephen called the price "Not nothing" but deferred to Kerry's judgement. Annual in advance was accepted, and Gail, on the accounts side, will join the next call. Tom did not promise hours saved or quarterly billing.
Watch: The 16 Apr 2026 close is described by Tom as pencilled and by Stephen as not a promise. Landlord access to B-Viz was raised and left as a later conversation.
Themes
As at Fri 9 Oct 2026Theme
Starter proposal and price
Importance
neutral
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 the written proposal with the price breakdown.
- Kerry Bramall to get Gail Moorcroft into the diary for the negotiation call.
- Tom Ashdown to aim for signature by 16 Apr 2026.
Risks
As at Fri 9 Oct 2026- Stephen Arden found the first-year total sizeable and the close date is only pencilled.
- No hours saved were quantified, so the value case rests on Kerry Bramall's judgement.
Opportunities
As at Fri 9 Oct 2026- Landlord access to B-Viz was raised and could become a later upgrade conversation.
- Kerry Bramall is a clear champion who ties the product to landlord retention.
Transcript
Tom AshdownHello, hello. Can you hear me alright? I've got the little bar moving on my side so I think I'm coming through.
Kerry BramallLoud and clear. Afternoon, Tom. Sorry, I'm mid-biscuit, it's been that sort of day.- Tom AshdownNo drama. How's your week been? Proper answer, not the polite one.
- Kerry BramallThe repairs backlog, if I'm honest. Run of boiler call-outs in Cheshire and two contractors gone very quiet. Which property is that, you say, and then you're in three different screens finding out.
- Tom AshdownWhich is more or less why we're here, so I won't apologise for the segue. Is Stephen joining us?
Stephen ArdenI'm here. Was on mute. Kerry, how's it going?- Kerry BramallBusy. Fine. Same as I told you in the corridor this morning.
- Stephen ArdenGood. Tom, go on. Keep it simple for me.
- Tom AshdownWill do. So last time we ran the demo on a slice of your own data, and Kerry, you said the bit that landed was seeing a landlord's properties, the open repairs tickets and the statements all on one page. Is that still the thing?
- Kerry BramallYes. That's the whole thing, really. Landlords ring up and ask about a repair and my team has to flick between the lettings system, the helpdesk and the accounts. If they could just ask it, has the landlord been told, that would save us hours.
- Stephen ArdenWhat does it save us?
- Tom AshdownFair question, and I'll not dress it up. It saves your property team the time they spend reconciling by hand. I can't put a number of hours on it for you, because that depends on how you work today, and I'd rather you told me after a month than I promised something now.
- Stephen ArdenFair enough. Honest.
- Tom AshdownSo the proposal. We've scoped you on Starter. That's one team, which is Kerry's property management team, with pages, chat and search over your connected systems. There's a soft limit on users, fifteen, and a hard limit of four connectors.
- Kerry BramallFour connectors. Right. Lettings system, helpdesk, accounts and, um, the email. Is that four?
- Tom AshdownThat would be four, yeah. We can tweak which ones when we kick off, but that's the shape. And it all runs inside your own Snowflake account, so your data doesn't leave your walls.
- Stephen ArdenSnowflake. We've got that? Kerry?
- Kerry BramallWe've got a small set-up from the last project. Our IT person says it's fine. Let's not overcomplicate it.
- Tom AshdownBrilliant, that makes it easier. Our team will want a chat with your IT person early on, just to agree access. Nothing scary.
- Stephen ArdenRight. Money.
- Tom AshdownMoney. The number on the proposal is twenty-eight thousand pounds, and that's all in, implementation included. It's not an annual price, it's the first-year total with the set-up fee inside it. I'll send you the breakdown in writing so you can see how it splits, because I don't want to quote the split from memory and get it wrong.
- Stephen ArdenTwenty-eight all in.
- Tom AshdownAll in for the first year, yes. Then the subscription carries on from there at renewal, and I'll show you that line clearly in the paperwork.
- Stephen ArdenHm. Not nothing.
- Kerry BramallStephen, we spend more than that on two admin temps over a summer. And they don't remember anything.
- Stephen ArdenTrue. Kerry's the expert. If she says it earns its keep I'm listening.
- Tom AshdownCan I ask what would make you say yes, then? Is it more the price or more whether the team will actually use it?
- Kerry BramallUse. My team's small. They won't do anything that takes training days. If it's the chat box and they can type, which landlord is waiting on a repair, and it just answers, they'll use it.
- Tom AshdownThat's the whole pitch, to be fair. The implementation is about four weeks on Starter. First couple of weeks is connecting the sources and checking the data looks right, then we sit with your team on how to ask it things.
- Kerry BramallAnd during the four weeks, am I on the hook all the time? Because the backlog doesn't stop.
- Tom AshdownNo. We'd ask for a couple of short sessions a week and a named person for questions. Marcus Bell, our customer success manager, would be your contact after signature. He's good, he won't swamp you.
- Stephen ArdenContract. How long?
- Tom AshdownA year to start, annual in advance. Thirty-day payment terms. If you'd rather pay quarterly, you can ask and I'll check what we can do. I'd rather confirm that than promise it.
- Stephen ArdenAnnual's fine. Gail will want to see it.
- Tom AshdownGail on your accounts side? Happy to include her. Do you want her on the next call?
- Stephen ArdenYes. If we're talking terms, yes.
- Kerry BramallI'll get her in the diary. She's in the office most mornings.
- Tom AshdownLovely. Then let's get something in the diary for a negotiation call. I'd also like my VP of sales, Owen Tallis, on it, just so someone senior can answer anything on terms the same day.
- Stephen ArdenFine by me. Not a big meeting though.
- Tom AshdownForty minutes or so. In and out.
- Kerry BramallOne more thing. Can the landlords see it? Or is it just us?
- Tom AshdownJust your team to start. Starter is for one team. Landlords seeing it is a different conversation and I wouldn't want to promise it today. Worth noting down for later though.
- Kerry BramallFine. Noted. Let's not overcomplicate it for now.
- Tom AshdownAgreed. So where we've got to: I send the written proposal with the breakdown, Kerry gets Gail in the diary, and we aim to have paper signed by Thursday 16 April 2026. That's the date I've pencilled as the close.
- Stephen ArdenPencilled is right. Not promising.
- Tom AshdownNo, no, understood. Pencilled. Thanks, both. Speak soon.
- Kerry BramallThanks, Tom.
- Stephen ArdenCheers.
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