Property Decoded is my media and education brand. YouTube channel, Skool community, short-form content across TikTok, Instagram, and Reels. It sits entirely separately from Howsold — different business, different income stream, different purpose.
The reason I'm being explicit about that separation matters — so let me explain both what it is and why the distinction is deliberate.
When I started building Howsold, I noticed the same pattern repeatedly. Landlords making major financial decisions — whether to hold, sell, remortgage, serve notice — based on information from people with a financial interest in the outcome. Letting agents saying hold because management fees stop if you sell. Estate agents overpromising on price because their commission depends on the listing. Cash buyers telling you the market's collapsing because their model requires a discount.
There was no credible independent voice in the landlord space saying: here's what's actually happening, here are the real numbers, here's how to think about this decision.
"Most property content is either too basic to be useful or produced by someone who profits from the decision you make. Property Decoded exists in the gap between those two things."
Property Decoded is my attempt to fill that gap — content produced by someone who is actually operating in the market, has skin in the game, and isn't paid to steer you toward a particular outcome on each individual piece of content.
Five core areas — what I call the five pillars:
The channel is where the free content lives. Walk-and-talk breakdowns, market analysis, MMA explainers, Renters Rights Bill updates. No sponsorships that compromise the analysis. No content produced because a brand paid for placement.
The format is deliberately direct — no lengthy intros, no filler, no generic advice dressed up as insight. If you've watched property YouTube content before and found it frustratingly surface-level, the channel is built as a corrective to that.
You can find it at @joshowensproperty.
The Skool community is where the deeper work happens. Three tiers — free access, Core membership, and Mastermind — each with progressively more direct access and more detailed analysis.
What the community does that the channel can't:
The free tier gets you into the community and access to the core content library. Core membership unlocks the weekly intelligence and deal reviews. Mastermind is a smaller group with direct portfolio strategy work.
This is the question I get asked most. If Property Decoded sends landlords toward MMA sales, why not just make it part of Howsold's marketing?
Two reasons.
First, the content only works if it's credible. The moment Property Decoded becomes visibly part of Howsold's funnel, the independence is gone — and with it the reason anyone would trust the analysis over a letting agent's newsletter. The channel and community have to be genuinely useful regardless of whether someone ever sells through Howsold. That independence is the product.
Second, the businesses have different exit trajectories. Howsold is a build-to-sell asset — I have a co-director, a defined exit target, and a 3-4 year horizon. The media layer is mine independently, compounds separately, and is not part of any Howsold sale. Building them as separate entities from day one matters legally and structurally.
Some landlords who engage with Property Decoded will eventually sell through Howsold. That's a natural outcome if the content does its job — because they'll understand MMA properly and know it's the right fit for their situation. But the content isn't built to manufacture that outcome. It's built to give landlords better information than they'd get anywhere else, and let the decisions follow from that.
Free to join. The community for landlords who want real market intelligence, not generic advice from people who profit from your decision.
Join Free on Skool Watch the Channel