That’s why our recent podcast conversation with Angi Cooney, the outspoken and inspirational founder of C Residential, struck such a chord. Her journey - from launching an award-winning agency to redefining what leadership in lettings should look like - offered a blueprint for landlords who want to build more sustainable, successful portfolios.
Because whether you’re a BTL investor, BTR developer or PBSA operator, the principles are the same: your people, your partners and your purpose drive performance.
Culture Isn’t a Buzzword - It’s a Bottom Line Driver
Angi built her business on values - not vanity metrics. Her success wasn’t about the number of instructions or social media likes. It was about creating a business where tenants, landlords and staff felt respected and valued.
At base, we share that ethos. And for London landlords, the takeaway is clear:
• Choose an agent who treats tenants as people, not problems
• Prioritise service delivery over slick slogans
• Align with management teams who reflect your own standards
This approach reduces voids, increases renewals, and boosts long-term asset value.
Letting Go Doesn’t Mean Losing Control
Angi’s decision to step away from agency life wasn’t about giving up - it was about letting others grow. That mindset mirrors the shift many landlords experience as their portfolios grow: you can’t do it all yourself.
Delegating to trusted partners, like base, gives you control over outcomes - not day-to-day chaos. And it creates space to focus on strategy, expansion and investment.
Authenticity Attracts Loyalty
Angi’s leadership style was transparent, honest and deeply human - and it worked. Her team stayed. Her clients referred. Her brand became synonymous with trust.
In today’s PRS, where tenants are more vocal and landlords more scrutinised, authenticity is an asset. Work with agents who:
• Say what they mean
• Deliver what they promise
• Own their mistakes and fix them fast
That’s what we do at base - and why our clients stick with us year after year.
Final Thought: Property Is a People Business
Whether you own 5 flats in Shoreditch or a 500-bed PBSA scheme in South London, success comes down to how people feel:
• Your tenants
• Your onsite staff
• Your letting and management partners
Angi Cooney reminded us that leadership in lettings isn’t about being the loudest. It’s about being the most consistent, considered and compassionate.
At base, we bring that same energy to everything we do - because lettings isn’t just transactional. It’s transformational.
And when your agency partner shares your values? That’s when your property performs at its best.
