A passion for property
Since it launched in 2013 Maddisons Residential has become one of Tunbridge Wells’ leading independent estate agents, combining premium personalised service with exceptional expert advice. Eileen Leahy caught up with its Founder and Managing Partner Deborah Richards and her husband James, who is a Partner in the firm, to discover why communication, trust and community remain at the beating heart of this successful business…
Deborah and James Richards are in buoyant spirits when I meet them at Maddisons Residential’s smart Pantiles headquarters on a sunny Friday morning in early July.
They’re in the middle of our cover shoot with local photographer Georgina Edwards and are clearly enjoying every minute, laughing and joking and looking very at home in front of the camera.
Once the photographs are finished, we escape to the nearby Hive Café for coffee and conversation about the award-winning business which has ripped up the rule book over the past 13 years pioneering a different yet highly successful path for buyers, sellers, landlords and renters.
The last time I interviewed the husband-and-wife team was in 2023, when Maddisons Residential was celebrating its tenth anniversary. Three years on, there’s even more to celebrate – despite a property market that has presented its fair share of challenges recently.
“Since we last spoke, we’ve doubled our lettings book and become one of the largest and most successful independent estate agencies in Tunbridge Wells,” says Deborah, who left a prestigious career in private banking with Barclays and Coutts to pursue what she describes as her ‘lifelong passion’ for property.
Deborah, who bought her first property aged 20, recalls that when she resigned from Coutts, one of her colleagues offered some memorable advice.
“They said that whatever I did next had to involve people because I was a good communicator.”
That sound advice – along with a checklist of the do’s and don’ts Deborah had from her own experience buying and selling many properties, having had a side business of renovating properties for profit – has shaped the way Maddisons Residential has done business from day one.
“From the very beginning, my goal was always to help people achieve what they want, whether that’s advising on pricing, presentation or the best route to market. It’s never simply been about selling houses. It’s about creating relationships and sharing a common goal.”
Today, Maddisons Residential employs a team of 17 – a mix of part-time and full-time staff – and has become one of the leading agencies in the higher-value market across the TN1, TN2, TN3 and TN4 postcodes. (Rightmove Sales Agreed 01.07.25 to 01.07.26)
“We’re known for delivering an exceptionally personal service, so we have that boutique appeal. But if you look at recent sales agreed for properties above £600,000, we’re comfortably the market leader. We’ve never tried to be the cheapest. If someone’s priority is paying the lowest fee, we’re probably not the right agent. But if they’re looking for the best possible result, honest advice, outstanding communication and genuine value for money, that’s where we really excel.”
Deborah explains that buying or selling a property is rarely done on a whim.
“Behind every property sale is a reason. People might be relocating, downsizing or going through a major life change such as divorce, and we never lose sight of that.”
She adds that this doesn’t mean she avoids having difficult conversations with clients if it will ultimately lead to a better outcome.
“We’re on the journey together. Every recommendation we make is about helping our clients achieve their objectives, whether that’s securing the best price, finding the right buyer or purchasing the right property.”
James, who joined the business in 2017 after a successful career in wealth management, applies exactly the same thinking to the lettings side of the business, which he established and now heads up.
“Our role is to protect our owners’ assets,” he explains, deliberately using Maddisons Residential’s preferred terminology.
“We refer to landlords as ‘owners’ and tenants as ‘residents’ because that’s how we see them. We’re looking after people’s homes and investments, so the language matters.”
With significant legislative changes transforming the lettings sector, James believes trusted advice has never been more important.
“The new Renters’ Rights legislation has created uncertainty for many owners. Our job is to guide them through those changes, protect their investment and make sure they feel completely supported throughout the process.”
Earlier this year, Maddisons Residential hosted a specialist seminar at Kingdom in Penshurst, bringing together legal and industry experts to explain the forthcoming changes.
“It was incredibly well received,” says James. “We want owners and residents to feel informed and confident when making decisions.”
The lettings department has continued to grow steadily thanks to a combination of recommendations, the agency’s reputation and its strong online presence.
“Portals like Rightmove and On The Market are important,” James acknowledges, “but nothing beats a personal recommendation.
“People appreciate that we’re offering a genuinely bespoke service rather than a one-size-fits-all approach.”
The agency’s Amplified Marketing service is another key hallmark of its ongoing success.
“If a client comes to us after being on the market with another agent, one of the first things we do is identify what’s prevented the property from selling. Sometimes it’s pricing, sometimes it’s presentation, sometimes it’s both.”
“We place enormous importance on both,” Deborah explains. “Before a property launches, our in-house stylist, Lisa, works closely with sellers to maximise its appeal. Buyers make emotional decisions, so creating the right first impression is incredibly important.
“Our clients often tell us they hadn’t appreciated just how much difference professional styling could make. Lisa’s contribution to the business is invaluable because she helps buyers picture themselves living in a home.”
The Maddisons Residential approach to doing things differently to the traditional model is clearly working.
The agency has maintained an uninterrupted run of five-star Google reviews, with more than 220 reviews to date, and, for the eighth consecutive year, has been recognised as a Gold Award winner in the Best Estate Agent Guide, placing it among the UK’s top three per cent of estate agencies.
Communication, both Deborah and James agree, is another key area where Maddisons Residential stands apart.
They acknowledge that buying, selling or letting a property can be enormously stressful, and uncertainty only adds to that pressure.
“That’s why we make a point of keeping clients informed every step of the way,” says James. “Even if there isn’t a major update, we’ll still pick up the phone or send an email so people know exactly where things stand. Clients tell us time and again that’s one of the things they value most.”
Determination to go the extra mile is another of the agency’s stand-out characteristics.
James believes much of that stems from both his and Deborah’s previous careers in finance.
“It’s about protecting and maximising people’s assets,” he says. “Whether it’s a sale or a letting, our responsibility is to achieve the very best outcome for every client.”
Unlike many estate agencies, the person who values a property at Maddisons Residential remains involved throughout the entire sales process, negotiating offers and guiding the transaction through to completion.
“I’ve never understood why the most experienced person wins the instruction and then hands everything over to someone more junior,” reveals Deborah. “For us, continuity builds trust and delivers better results.”
That consistency is one of the reasons so many people return to the agency time and again.
“We’re incredibly fortunate to have so many repeat clients and recommendations,” Deborah says.
Although Maddisons Residential is proudly independent, it enjoys a reach that extends far beyond Kent.
This comes courtesy of its long-standing affiliation with The Mayfair Office Group, which has enabled the agency to build a strong relationship with London buyers.
“We actually sell as many properties to London buyers as our larger corporate competitors because people recognise the value of our local knowledge and the quality of our instructions,” explains Deborah.
The relationship with The Mayfair Office Group also gives Maddisons Residential unrivalled PR opportunities and national advertising in prestigious publications including The Financial Times, The Sunday Telegraph and Country Life, significantly increasing its exposure.
“I would say that at least 40% of our buyers now come from London,” says Deborah.
“What really makes the difference, though, is our in-depth local knowledge. We’re not simply selling houses – we’re selling a lifestyle. Buyers relocating from London want trusted advice on schools, commuting, restaurants, green spaces and the different areas of Tunbridge Wells. Our excellent team can provide that because we genuinely know the town inside out.”
She believes accurate pricing is equally important.
“London buyers are incredibly well informed, so you have to understand your market completely. Because we’re so active in the £1 million-plus market, we know exactly where values sit and we’re exceptionally strong negotiators. That’s often what gets a deal across the line.”
James believes that the relationship between its sales and lettings divisions is also unique.
“There isn’t a divide between departments,” he explains. “We’re one business with one shared objective – doing what’s right for our client. Our team is exceptional. They remember people, properties and conversations. There really isn’t a conveyor-belt approach here.
“Quite often buyers in a chain tell us they’re hearing more from Maddisons Residential than from their own estate agent,” he laughs. “Milly and Jane are exceptional at keeping everyone updated and, when needed, they’ll obtain guidance and involvement from the Sales Director in charge of the sale: Craig, Karen, Lora or Deborah. It’s a genuine team effort.”
Innovation has always been central to Deborah’s vision of establishing an estate agency that does things differently.
From asking viewers for immediate feedback on a property to its instantly recognisable ‘Spoken For’ and ‘Too Late’ boards – which have since been cheekily copied – to clever marketing initiatives, Maddisons Residential has consistently refined and pioneered.
In addition to its weekly vlogs, Street of the Week and social media teasers, it also publishes its annual At Home magazine, and most recently launched its beautifully illustrated Your Patch is Our Patch map.
This showcases the town’s most sought-after neighbourhoods while introducing the team members who know each area best. Deborah and James advise on The Village; Muge, Client Partner, is a font of knowledge on St John’s, while Milly, Sales Progression Manager, has the lowdown on all things Southside TW. Rebecca, Lettings Manager, knows St James inside out and Lora, Sales Director, is your go-to for Southborough and Bidborough.
“It’s another way of demonstrating just how well we know Tunbridge Wells,” Deborah smiles.
Being independent also means new ideas can be implemented immediately.
“If we believe something will improve the client experience, we simply get on with it. I often think back to the blank sheet of paper I had when I founded the business. I’m still adding ideas to it, still refining things and always looking at how we can improve.”
Those values are perhaps most evident in today’s market.
“It’s certainly a challenging one,” Deborah admits. “Buyers are price-sensitive and expectations have changed. But, actually, we relish a tougher market because that’s when experience really counts.
“In an easy market almost any agent can put a property on the portals and achieve a sale. The real skill is achieving the very best price.”
“People aren’t just buying a property – they’re choosing a community,” adds James.
Community is something that has become an integral part of Maddisons Residential’s identity.
“We absolutely love Tunbridge Wells and want everyone who buys or rents through us to love living here too. Being part of the community has always been central to who we are. It’s part of our DNA.”
The agency regularly supports organisations including Tunbridge Wells Rugby Club, the Mayor’s Toy Appeal, Taylor-Made Dreams, the Pickering Cancer Drop-In Centre and numerous local schools, charities and community initiatives.
“We’re incredibly proud to be an independent Tunbridge Wells business,” Deborah continues. “This is our town. We live here, work here and genuinely care about its future.”
Looking ahead, Maddisons Residential has ambitious plans for continued growth across both sales and lettings while remaining true to the values on which the business was founded. Deborah hints that expansion into another nearby town may well be on the horizon, although she’s keeping the details firmly under wraps for now.
“We’re always asking ourselves how we can do things better,” she says. “If we continue putting our clients first, offering honest advice and going the extra mile, everything else will follow.”
VISIT: 18, THE PANTILES, TUNBRIDGE WELLS
CALL: 01892 514 100
EMAIL: hello@maddisonsresidential.co.uk
SOCIALS: @maddisonsresidential
