Last week Yopa launched a groundbreaking initiative aimed at redefining career opportunities in the sector, particularly for women and working parents.
Titled Empowering Careers Through Estate Agency, the campaign is led by Yopa Chief Executive Verona Frankish (main picture), who also chairs the Women in Estate Agency group.
The initiative puts a spotlight on Yopa’s Associate Model, which offers flexibility for agents seeking autonomy over their careers while balancing personal commitments.
Property Soup sat down with Verona Frankish to find out what this latest campaign is all about…
What inspired you to launch the “Empowering Careers Through Estate Agency” campaign?
Having worked across a range of sectors in my career, including retail, financial services and now property, it is very apparent to me that there are lots of opportunities for women at entry level positions across most organisations, however further up the career ladder, these opportunities diminish. Working with my team at Yopa, we recognised that the estate agency industry needed more accessible and flexible career pathways, particularly for women and working parents and, given the success of so many females within our business already, we decided it was time to focus on amplifying this.
The ‘Empowering Careers Through Estate Agency’ campaign was born out of the desire to showcase the opportunities available in estate agency that break away from more traditional models. We wanted to highlight flexible, rewarding career paths that don’t compromise personal commitments. The campaign is all about inspiring more people, especially women, to see estate agency as a viable career option, where the individual is in control of their career. Our ultimate goal is to become the estate agent of choice by empowering agents to build successful businesses on their own terms.
How does Yopa’s Associate Model create more opportunities for women in estate agency?
We have a well-established Franchise Model with Yopa that enables business owners to create a successful local business, with the wraparound support of Yopa. Our newly launched Yopa Associate Model is designed to provide flexibility, autonomy, and growth at a pace, and scale, that is entirely in the hands of the Associate.
For women, particularly those juggling family commitments, this model offers the chance to build a successful career without being tied to rigid schedules. They can work when and where it suits them, whilst having the ability to grow without any upper limitations. The support network, training, and mentorship opportunities that come with being a Yopa Associate mean that women can thrive on their own terms, breaking the barriers that have traditionally existed in the industry.
As the chair of Women in Estate Agency, I see too many examples of where women have been held back from opportunities, not based on their capability but rather their commitments outside of work means they cannot progress in the some of the more traditional models.
Can you share a success story of an agent who has thrived under Yopa’s models?
Absolutely – we have many! Examples include Harriet and Michael Caster – working parents who have successfully built their careers under Yopa’s Franchise Model. They have two young boys and work in partnership sharing the responsibilities of running a successful franchise between them both, enabling them to share the parental responsibilities too! They’ve spoken about how Yopa’s flexibility allowed them to build a business as well as balancing family life. The support they received enabled them to grow their customer base quickly, and today, they’re among our top-performing agents. Their story demonstrates how both parents can pursue career ambitions without compromising on family time.
What challenges do women in estate agency typically face, and how does Yopa help address them?
Women face many challenges in the workplace including the practicalities of balancing work and other priorities, discrimination, lack of career progression and representation in leadership roles, to name but a few. Traditional estate agency career paths can be rigid, with long hours and inflexible schedules. Yopa addresses these challenges by offering flexible, self-employed opportunities through both our Associate and Franchise Models. We also provide access to mentorship, training, and a supportive network, ensuring that women have the resources to advance their careers without sacrificing personal commitments.
As a female leader, I have walked the path of many women that I talk to and can resonate with their experiences and the challenges that so many of them have faced. I feel really strongly that women should have equal opportunity to be successful, however success might look for them individually, even if they cannot commit to traditional “full time hours”.
How does Yopa balance flexibility with career growth for its agents?
Flexibility doesn’t mean compromising on ambition. Both our models allow agents to set their own schedules while also providing clear pathways for growth. Through industry-leading training, business development support, and performance-based rewards, agents can scale their businesses as they choose. The Associate Model, in particular, combines autonomy with access to Yopa’s national marketing power and technology, ensuring that agents can grow their brands at a pace that works for them.
What has been the response to the campaign so far?
The response has been overwhelmingly positive. We’ve seen increased engagement, not just from prospective agents but also within our existing network.
I am incredibly encouraged by how our existing Franchise Owners have embraced the Associate Model, seeing it as a natural extension to our existing model, and the feedback we have received about the opportunity they see for so many agents in their network and local areas. Agents have shared their own stories of how Yopa’s models have empowered them, which has resonated strongly across our internal community and the wider industry. Conversations around flexibility, diversity, and inclusion in estate agency have gained momentum, and we’re proud to be part of that shift.
How do you see the estate agency industry evolving in terms of gender equality?
The industry is slowly moving towards greater gender equality, but there’s still work to be done. The work that I do within WiEA is demonstrating that positive change is happening and that we are engaging both genders in acknowledging the need for more diversity, particularly in business ownership and senior roles in agency.
We believe that flexible working models like Yopa’s will play a crucial role in breaking down remaining barriers. By providing equal opportunities for leadership and success, regardless of gender, we’re confident that estate agency can become a more diverse and inclusive space.
What role does the Women in Estate Agency group play in driving change?
The WiEA group plays an essential role by helping to raise awareness, identifying some of the challenges women face, helping to educate the wider industry and of course to amplify female voices in the industry. Crucially, WiEA provides a platform for women to share experiences, support one another through difficult challenges but also to highlight the many incredible success stories we also witness.
Events like the WiEA Conference (the next and now-sold-out event) on Thursday 6th March, creates opportunities for meaningful conversations about gender equality, leadership, and empowerment in estate agency. Yopa is proud to support this movement and the various initiatives that WiEA delivers, aligning with our mission to empower more women to build successful careers.
How does Yopa’s Franchise Model differ from traditional estate agency roles?
Our Franchise Model allows agents to own and operate their own businesses, with the full backing of Yopa’s brand, technology, and marketing expertise. Unlike traditional estate agency roles that can be restrictive, the franchise model offers complete autonomy alongside support structures that help agents succeed. It’s ideal for those who want the independence of running their own business without losing the benefits of being part of a nationally recognised brand.
What qualities make someone a great candidate for the Associate Model?
Drive, determination, and a passion for property are essential. Successful Associates are self-motivated, great communicators, and have a client-first mindset. The model suits those who want to take control of their careers but still value community and support. Importantly, it’s perfect for those who want flexibility without limits on earnings.
How does Yopa support agents in building their businesses?
We believe in giving agents everything they need to focus on selling homes and building relationships, while we handle the rest.
However, the key ingredient above all of the practical support is the incredible culture that we have created at Yopa, right across the business. The people within the business provide support, challenge and drive each other to be better every day. Property is a people business, and we are incredibly lucky to have some of the best in the business.
What advice would you give to women considering a career in estate agency?
Property is a phenomenal business for women, especially if you care about helping & supporting customers during some of the most important times in their lives. In terms of building a career, then some of the key things to consider include, believing in your ability to succeed, surrounding yourself with the right people, environment and don’t be afraid to take control of your career.
Estate agency is a rewarding and dynamic industry, and with the right support, it’s possible to build a thriving business that suits your lifestyle. Look for opportunities that offer flexibility, support, and room for growth, like Yopa’s Associate and Franchise Models.
How important is mentorship in estate agency, and does Yopa provide mentorship programs?
Mentorship is hugely important, especially in industries like estate agency where networking and knowledge-sharing are key. Within our Associate Model, we have structured mentorship programs where experienced agents support those who are just starting out. This helps create a collaborative community where agents learn from each other and grow together.
What impact do you hope this campaign will have on the industry as a whole?
We hope the ‘Empowering Careers Through Estate Agency’ campaign will challenge perceptions of estate agency as an industry limited by traditional structures. We want to inspire more women and underrepresented groups to see estate agency as a flexible, rewarding, and empowering career option. Ultimately, we hope it will spark conversations and drive change, leading to a more diverse and inclusive industry for the future.
