I was delighted to write an article for Prime Resi, providing its readers with practical steps that can be taken to nurture the ambitions of their people in order to help retain their best talent

The article below was published in their journal on 9th December 2025.

 

 

The prime residential sector has always been shaped by ambitious people. Their drive, energy and appetite for growth underpin the success of both individuals and businesses.  In today’s market, where entrepreneurial models are gaining momentum and independence is increasingly celebrated, retaining such talent requires a different kind of leadership.

I have a number of clients that have left large corporate property consultancies in recent years, and are now in more agile, independent businesses where they are doing first class work.

Ambition itself should not be viewed as a challenge to be contained but as a quality to be understood, supported and channelled.

As one senior executive put it to me recently: “ambitious people hate coasting.” They want to progress, they want to make an impact, and if they cannot see that happening where they are, they will inevitably look elsewhere.

The key question for leaders is not how to hold on to ambition at all costs, but how to create an environment where ambitious professionals can see a future, not just a role.

 

Understanding the Ambitious Mindset

Ambitious individuals are motivated by more than earnings alone. They want purpose, growth and clarity about what comes next. For leaders, this means understanding their drivers from day one.

An executive in a property consultancy I worked with was one of its highest fee earners. During our conversations I discovered that he was motivated not by sales targets, but by his desire to fund his children’s education. By recognising this, I could connect his professional ambition with something deeply personal.

Listening actively, checking in regularly and creating balance between acknowledgment and challenge are essential.

Too often high achievers are overlooked because they appear to be self-sufficient. Yet these are the people who most value being heard. Many have told me they did not feel truly listened to until the day they resigned. By that point, offers of flexibility or progression were too late.

 

Creating Clarity and Progression

Strong leadership leans into ambition rather than fearing it. That means opening up consistent, transparent conversations about growth.

Progression may take the form of equity, greater responsibility, or a more defined presence in the market. What matters is that pathways are visible and tangible.

I have lost count of how many times I’ve met with successful people that have come to me to think about their next steps because they are frustrated and disappointed where they are. Often they have tried to talk about it with their managers, but no-one really heard them.

I was speaking recently to a senior executive tipped for partnership. While the company rated him highly, he was not aware of this. What he heard more often was what he needed to do more of, rather than acknowledging what he had already achieved. A more balanced conversation might have anchored him more firmly to the business.

Firms that make development a proactive conversation, rather than a standard tickbox  appraisal, are more likely to retain their best performers.

 

Autonomy and Connection

The rise of partnership-style and self-employed models in real estate reflects a broader shift in mindset.

Many talented professionals are drawn to smaller firms and consultancies because they provide greater autonomy and flexibility, with outcome taking precedence over process.

But autonomy does not necessarily mean isolation. Many still value collaboration, knowledge-sharing and the camaraderie of a team.

The opportunity for leadership teams lies in offering the best of both worlds: freedom in how goals are achieved, combined with a sense of community and shared purpose.

 

Enabling Focus Through Smarter Systems

In a business driven by relationships and reputation, time is everything.

When high achieving, sales-led professionals are bogged down in administrative detail, their capacity to deliver is limited. Technology has an increasingly important role to play in shifting this balance.

Digital tools that streamline routine processes or support client management free agents/advisers  to focus on what they do best: building trust, closing deals and growing their profile in the market.

Many leading firms are already embracing digital tools to create more seamless, agent-centric systems. From AI-driven lead generation to integrated client management platforms, the focus is shifting from control to enablement.

Leaders that embrace this will allow their ambitious people to perform at their highest level.

 

Building Cultures That Attract and Retain

More than systems or financial packages, it is culture that determines how people feel about where they work.

Enduring, high-performing cultures are those that recognise individual strengths, reward initiative and create a sense of belonging.

Strong leadership plays a pivotal role here. It is about being present, listening closely and aligning the direction of the firm with the aspirations of its people. When individuals feel supported and stretched, they are more likely to invest their energy and loyalty.

Ambitious people will always want to progress. The role of leadership is to create an environment where they can thrive while they are with you.

 

A New Chapter for Leadership

The property industry is not standing still, and neither are the people who power it.

Retaining ambitious talent today is not about resisting change but leaning into it with clarity and confidence.

It means understanding ambition at a personal as well as professional level, creating meaningful pathways for progression, embracing autonomy without sacrificing connection, and investing in systems that enable rather than constrain.

Above all, it means leadership that is proactive, responsive and future-focused.

Those who get this balance right will not only keep their best people for longer, they will also build stronger teams, shape the culture of the industry and inspire others to follow.

 

Oona Collins works with leaders and their teams during times of change and growth.  If you are looking to nurture the ambitions of your team and grow your business, contact Oona to begin a conversation at team@potentialplus-int.com

 

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