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Interview of Emma Parsons
Written by the Letting Agent Today team
Emma Parsons, Head of Partnership Development at flatfair

Who are you and what does it say on your business card?

Emma Parsons, Head of Partnership Development

What is flatfair and what do they do?


flatfair is a tech-focused deposit replacement service and traditional deposit registration platform, enabling tenants to have true choice on how to rent their property and provide agents/landlords with the choice of 10 weeks of protection and reduced administration time.

What does your role at flatfair involve?

As Head of Partnership Development, myself and the team ensure all our partners have a smooth and effective flatfair experience, whilst working with them to enhance their current processes by utilising flatfair products and services.

What inspired your career in the property industry?

I started my property journey as a trainee negotiator in 2005. Since then I have never looked back, every day is different and there is something very satisfying about being part of someone's journey to secure their new home.

What is your favourite thing about working at flatfair?

It's like working with a family, in fact, we refer to the team as the ‘flatfam’. Working with an agile and dynamic team makes each day interesting and motivating. At its core we all want to bring positive change to the property industry for agents, landlords and tenants alike.

What is the most satisfying part of your job?

Helping partners improve their processes, saving them time and money, and in turn spreading the No Deposit message to as many people as possible!

What is your greatest achievement in your current role and what made it so special?

Launching flatfair Deposits, although challenging at times it has been so rewarding to see it come to fruition and offer tenants true choice whilst saving partners time and money. It has also been great to work so closely with our product team to develop the end user experience meaning I have in-depth knowledge of the development of our products.

What is your property prediction for the next 12 months?

It all depends if the renters reform bill ever gets debated! If it does, it will mean a huge change for agents and tenants with the removal of fixed-term tenancies and Section 21’s, potentially putting even more pressure on rental prices due to landlords exiting the market. In spite of this, rental prices will continue to rise, because of the huge housing shortage across the UK. flatfair will continue to play a vital role in the market to keep the letting process moving even with the increased pressure from the cost of living and increased rents.

Country house or city apartment?

Can I have both? But if I had to choose, city apartment, I love going to the theatre and experiencing new cuisines and having it on your doorstep is the dream!

Trendy roof terrace or traditional English garden?

Roof terrace all the way, a beautiful sunny evening overlooking London's skyline with a chilled glass of champagne is the ideal night for me.

Homes under the Hammer or Location, Location, Location?

Location, Location, Location wins every time, in fact, in my early days in lettings, myself and my estate agency colleague were affectionately called the Kirsty and Phil of Bristol!


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