Brunch with…
an interview series from Flamingo.

Katie Fox has spent 27 years building a career in property, but her real expertise goes far deeper than selling houses. She’s a negotiator, a community champion, a mentor to women in a male-dominated industry, and someone genuinely invested in the future of Ashley Cross.

We sat down with her at Flamingo Ashley Cross over brunch to talk about her journey, her philosophy on business, and what really drives her.

You grew up in this area. Tell us what that was like.

I grew up in Lilliput. I went to St. Peter’s School, and then Baden Powell. I remember sand in my toes because we went to the beach most days. We just enjoyed living the best life in this lovely area. It shaped who I am.

So how did you end up in property?

I bought my first home at 19. That forced me to make a decision about what I really wanted. I didn’t want to work in an office, and I needed something different. That’s when I wandered into Frost & Co, and they actually asked if I was looking for a job. I said I might be. They offered me a secretarial role, but honestly, I’d never done secretarial work in my life.

But here’s the thing—I don’t really like being in an office environment. So within about six months of learning the ropes, I was booking my own viewings and valuations. And Chris—one of the partners—he came to me and said, “Do you want to be a negotiator?” Of course I did.

By the time I was 25, I was managing the team.

You’ve now spent 27 years in this industry. What made you eventually decide to set up your own business?

I moved around a bit—worked as a manager at Key Drummond, built that up really well. Then I went to Lloyds. But honestly, I just realized I didn’t want to work for anyone anymore. I had a young child at the time, and I was missing all the important moments. I was missing nativities, sports days, all those things that matter. I thought, I don’t want to do this. I want to earn my own money, and I want to be there for my family.

In such a competitive industry, what do you think helps you stand out?

I’d say 79% of my business is recommendation and repeat business. Customer care is absolutely everything. But beyond that, I’m genuinely passionate about this area. I’m a big supporter of the community, and that’s a totally separate side to me that’s very important.

Trust and loyalty don’t come from being a great negotiator. They come from being genuinely invested in where people live and what they’re going through. That’s what makes the difference.

You run a local community newspaper. That’s quite a different venture. Why did you start it?

I was doing a lot of charity work and posting about it on Facebook—school initiatives, local businesses, all of that. And I thought, I really want a platform where I can support schools and local businesses in one place, all in one place. It’s a completely nonprofit paper.

It’s been harder than I expected, to be honest. But I genuinely enjoy it because you get to meet the heart behind the businesses. You get to be genuinely involved in that. That’s what I really like.

You’ve set up a female estate agents network. What inspired that?

I think women can make better estate agents than men. The reason I say that is we have empathy, and our job is no longer just selling houses. It’s emotional. You’re counselling people through some of their toughest times.

Men generally approach it more transactionally—they just want to get the deals done. But when it’s someone’s first time selling in 40 years, you have to hold their hand. You have to be understanding.

I set up a female estate agents network to help the younger generation of women. We provide mentors who are experienced, and equally, we can learn from the younger generation. I wish I’d had that support when I was starting out. But I’m committed to making sure they do.

What are the real challenges you face being a woman in this industry?

Every time I get a phone call, it’s a heavily scripted sales call. “Can I speak to the owner? Is Mr. Fox there?” And I’m like, I’m here. I’m the owner. Excuse me?

It doesn’t make sense. There’s a lot of challenges, and I think it’s good that I’ve seen these challenges so I can do something about them. And there’s still a lot more work to do in this industry.

Ashley Cross has transformed over the years. What changes have you seen?

It used to be really run down when I was growing up. The pub that’s now The Ox was a complete wreck—all boarded up, most of the shops were closed. Seeing it grow into such a vibrant place has been incredible.

Now it’s become a bit London-esque. The cafes are more current, the businesses have merged together in interesting ways. There’s variety without being chain-heavy. It feels independent, which is rare. And as all these local businesses grow together, the passion I have for the area can help us all move forward together.

For people looking to buy in Ashley Cross right now, what would you say?

Flats in Ashley Cross are the cheapest they’ve been in 15 years. I’m selling flats for less than I was selling them 15 years ago. The renters’ rights legislation and the double council tax for second homes has meant the flat market is flooded and people need to sell.

You can get a two-bedroom flat for about £220k now. Fifteen years ago, those were selling for £250-280k. For first-time buyers, it’s an incredible opportunity. You’re getting property at the best price and moving into an area that’s genuinely improving.

Have you managed to find work-life balance, or has it been more about learning to juggle everything?

It was a lot harder when my daughter was younger, I’m not going to lie. Getting her to school and back and everything else was really tough. But I’ve now designed my life to work for us.

My daughter has ADHD, and the school system didn’t work for her. So I made the decision to homeschool her. She works with me twice a week, which gives her flexibility and gives me her company. I feel like I’ve found my own way to make it easier so I do have more time to spend with her. I’ve built it around my life, not the other way around.

What does a perfect day off look like for you?

I often visit Flamingo on my days off. I like to go out for a nice meal, and I like to have a glass of wine with lunch—always. I like to walk my dog on the beach.

But my perfect day? Probably lunch and a few glasses of wine with people you love. That’s enough.

What’s the best piece of business advice you’ve ever received?

“If it’s not going to make you money, don’t do it.” I always look at things through that lens now. That resonates with me. I use that quite well in my decision-making.

What would surprise people to know about you?

I’m quite shy. People don’t realise that because I have my work persona—I’m out meeting people all the time. But honestly, networking events make me really nervous. I get social anxiety about that stuff. I have to rip the plaster off sometimes, but it doesn’t come naturally to me.

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KATIE’S DOSSIER

Usual brunch order at Flamingo?
The Full English — my favourite every time.

Beach or countryside?
Beach. Always the beach.

Dream home location?
Canford Cliffs Village.

Period property or modern?
Nowadays, definitely modern. Less maintenance, 100%.

Early bird or night owl?
Night owl. No, actually – somewhere in between.

Most used emoji when messaging friends?
The heart.

One person you’d love to have brunch with?
Stephen Fry or David Attenborough. Both fascinate me – their stories, their challenges, what they’ve built.

Ashley Cross in 3 words?
My safe space.

Where will you be in 5 years?
Ideally on a beach in Barbados! But realistically, I hope the business has grown a bit more, and I’m doing even more community work through the paper. Just building everything, really.

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Interviewed by: Joshua Simons
Photos: Samantha Sheldon
Location: Flamingo Café Bar

You can contact Katie through her website. Click HERE for more info.