March 8, 2025
Smashing stereotypes: Women founders redefining estate agency this International Women’s Day
Estate agency has traditionally been a male-dominated industry, but times are changing. Women are not only stepping into key roles but also leading the way as founders, directors, and innovators. As co-founders of Number Twenty Four, my sister Georgia and I know first-hand the challenges and rewards of running a business in this space.
This International Women’s Day, we want to celebrate the progress made, highlight the reality of being female founders in estate agency, and share our experiences to encourage more women to take the leap into leadership roles. Alongside us, our co-founder Dan will also share his perspective on working in a business co-led by women and why supporting women in the industry benefits everyone.
Let’s start by looking at the bigger picture—what do the stats tell us about women in business today?
Women in Business: Progress and challenges
Women are making remarkable strides in business, but the road to success remains uneven. While female entrepreneurship is on the rise, there are still significant barriers—particularly when it comes to leadership representation and securing investment.
- In 2022, women in the UK founded over 150,000 new companies, more than double the number in 2018. However, this still only accounts for 20.5% of all new business incorporations. Currently, 19.1% of active UK companies are female-led. (Prowess)
- Women-led businesses receive, on average, £763,000 in funding, whereas male-owned companies secure a staggering £4.7 million. (Finder)
- Female-founded businesses received less than 2% of the UK’s venture capital funding in 2022, highlighting the ongoing disparity in financial backing.
- Women-led companies received just 5.8% of all investments in 2024. (GOV.UK)
- If women received equal access to investment, it’s estimated that it could add £250 billion to the UK economy. (Finder)
Despite these challenges, women continue to push forward, demonstrating resilience, innovation, and strong leadership. However, in certain industries, such as Estate Agency, progress remains slow—particularly when it comes to leadership roles.
Women in Estate Agency: Breaking barriers in a male-dominated industry
Estate agency has long been seen as a male-dominated profession, but women are an integral part of the industry. As of the fourth quarter of 2024, there were approximately 220,000 women employed in the real estate sector in the UK, compared with 171,000 men (Statista). However, numbers alone don’t tell the full story—representation at leadership levels remains a challenge.
- While women make up a significant portion of the workforce, their presence in senior leadership is still limited. Only 4% of Royal Institution of Chartered Surveyors (RICS) fellows are women. (Estate Agent Today)
- In 2022, out of 3,408 real estate agencies registered, only 259 were founded by women—just 8% of new agencies, down from 15% in 2021. (The Negotiator)
- A 2024 industry survey found that 85% of female estate agents have experienced discrimination, with 42% choosing not to report it. (Estate Agent Today)
Women’s representation in senior real estate leadership roles has improved, increasing from 22% in 2016 to 26.2% in 2022, but the rate of progress has slowed in recent years. (Deloitte)
While these figures highlight the obstacles women face in the industry, they also show why initiatives such as Women in Estate Agency (WiEA) are more important than ever. The WiEA conference in 2024 saw record attendance, growing from 250 to nearly 450 participants, showing that there is real momentum for change. (Women in Estate Agency)
At Number Twenty Four, we are proud to be part of this movement. As female founders in estate agency, we’ve faced our own challenges, but we also know that things are changing. In the next section, we’ll share our own experiences and thoughts on what needs to happen to ensure the future of estate agency is more balanced, diverse, and inclusive.
Q&A with our founders
Have you faced any specific challenges as a woman in Estate Agency?
Georgia: Absolutely! When I started my career 11 years ago, estate agency still felt very much like a ‘man’s world.’ Men were seen as the ‘salespeople,’ while women were often pushed into administrative roles. Of course, as a young woman entering the industry, I expected to start at the bottom, learning the ropes—however making tea and coffee for meetings wasn’t quite what I expected! I did well to work my way up through the typical career progression, but breaking into senior roles and management was a challenge.
At times, I wasn’t sure if I was being overlooked because of my age or because I was a woman, but I definitely felt as though I wasn’t always taken seriously. Those setbacks made me even more determined to prove myself, learn as much as possible, and make a difference in the industry.
Throughout my career, I never had female role models in leadership. Every manager I worked under was male—whether that was just coincidence or a reflection of the industry at the time, I’m not sure. And I best not even mention the words ‘baby’ or ‘health issues’—those topics were almost taboo!
Abi: I haven’t worked in estate agency as long as Georgia, but as her sister, I’ve certainly seen how gender disparity has impacted her throughout her career. I’m so glad that since setting up Number Twenty Four, we don’t face the same challenges because we’re in control of the direction the company is headed in. Georgia has always been exceptional at her job, and it’s been tough watching her face obstacles simply because she’s a woman.
In contrast to Georgia’s experience, I’ve been fortunate enough to work in companies with strong female leaders, even when the CEO or founder was male. Roles within marketing, the area I’ve developed my skills in, have felt less gendered, leading to a more balanced split between men and women. However, in companies with larger sales teams, I’ve noticed that senior management positions have been almost exclusively held by men. Now that I’m in estate agency, I’ve seen how much more gender plays a role in shaping leadership dynamics.
What are the biggest misconceptions about women in this industry?
Georgia: That they’re best suited to administrative, marketing, or lettings roles rather than front-line sales and leadership positions.
How do you think the industry has changed for women in recent years?
Georgia: From my own experience meeting new agents, I do think the industry is changing—slowly. There’s definitely been a shift in how men and women perceive each other’s roles in estate agency. The traditional barriers are still there, but they’re starting to break down.
What strengths do women bring to estate agency and leadership roles?
Georgia: Organisation and time management! That’s certainly where I thrive.
Abi: Women often excel at building client relationships through empathy, attention to detail, and a personalised approach—skills that are essential when moving house, as it’s such a big life event. Without these qualities, the process can quickly become tricky.
What advice would you give to women looking to start their own business?
Georgia: Be prepared to work hard, give it your all, and make sure you have a strong support network around you. Don’t let yourself be overshadowed—be bold, take the risk, and do the job well. Challenge the status quo, and don’t be afraid to do things differently!
Abi: If you’ve got a solid business plan and it makes sense financially, just go for it! Surround yourself with like-minded business communities and dive into as much networking as possible. You’ll be surprised by how supportive people are, and you’ll wish you’d taken the leap sooner.
Dan’s perspective: Co-founding a business with two women
How has working with two female co-founders shaped your perspective on the industry?
Dan: To be honest, it hasn’t changed my perspective because I’ve always believed in female estate agents. It shouldn’t be a ‘man’s world’—if you’re good at what you do, gender shouldn’t come into it. We work well as a team, bouncing ideas off each other, and having different perspectives only makes us stronger.
Do you think estate agency is changing when it comes to gender balance?
Dan: It’s trying to, and the success of Number Twenty Four is proof of that. There are still plenty of ‘old school’ agents out there, but the industry is modernising, and gender shouldn’t be an issue.
What are some of the biggest benefits of having a diverse leadership team?
Dan: Having a diverse leadership team brings a ton of benefits, especially when it comes to building a successful business. Different perspectives and experiences help us tackle problems in creative ways, leading to better solutions. In an industry like estate agency, where things are always changing, it’s crucial to have a team that can understand and adapt to those shifts. A diverse team is just better at staying ahead of the game.
What advice would you give to male colleagues and business owners about supporting women in the workplace?
Dan: Listen. Give everyone a fair chance, and understand that different people have different needs, goals, and emotions. There’s no one-size-fits-all approach to leadership.
Let’s keep making strides towards a more balanced, diverse, and innovative industry
While challenges remain for women in estate agency, we’re seeing positive changes in the industry. As female founders, we’ve experienced the ups and downs firsthand but are proud to be part of the movement pushing for more inclusive leadership and greater representation. We hope that by sharing our experiences, we can inspire more women to take the leap into leadership roles and challenge the status quo. With continued support, understanding, and a commitment to equality, the future of estate agency looks brighter for everyone. Let’s keep making strides towards a more balanced, diverse, and innovative industry.
If you’ve experienced similar challenges, or just want to chat about your own journey in estate agency or business, don’t hesitate to reach out—we’d love to hear from you!
