Female Founder Spotlight: In Conversation with Susan Gregory, Founder of Turners Oak

Redefining Estate Agency: A New Approach for Later-Life Moves

Meet Susan Gregory, the founder of Turners Oak, a pioneering estate agency dedicated to helping older homeowners navigate the emotional and practical challenges of moving.

With a background spanning vehicle leasing, private client law, and even yachting in the south of France, Susan spent 16 years in estate agency before setting out to build a business that puts people before profit.

Turners Oak is more than just an estate agency—it’s a service designed specifically for later-life moves, offering tailored support to homeowners who have lived in their properties for decades.

In our conversation, Susan shares her unconventional career path, the flaws in the traditional estate agency model, and how Turners Oak is reshaping the moving experience for older homeowners.

An Unconventional Path to Entrepreneurship

Gideon Stott: Could you tell us a little bit about your professional background?

Susan Gregory: Absolutely. I’ve been an estate agent for about 16 years, but my career path has been anything but traditional. I’ve run a vehicle leasing firm, worked in private client law, and even spent time working on a yacht in the south of France.

I actually left school early—I dropped out of my A-levels after one term because I knew it wasn’t the right fit for me. Instead, I went straight into retail and built my career from there. Even though I didn’t follow the usual academic path, I’ve always been a passionate learner. At 30, I studied law, then marketing, and at 40, I completed an MSc—without A-levels or an undergraduate degree.

Why Start Turners Oak?

Gideon Stott: What made you decide to become an entrepreneur?

Susan Gregory: I’ve always been someone who questions the status quo. When I entered estate agency, I came in at management level, so I wasn’t conditioned to just accept things as they were.

I kept asking why we do things a certain way—why reward structures are set up the way they are, why certain processes exist, and whether we were really serving our clients in the best way possible.

Over time, I realised that the industry often prioritised sales targets over customer care, and that didn’t sit well with me. Estate agency is highly hierarchical, so there’s only so much change you can make from within. Eventually, I hit a ceiling and realised that if I truly believed in a better way, I had to go and build it myself.

Challenging the Estate Agency Model

Gideon Stott: What were some of the biggest issues you identified in estate agency?

Susan Gregory: One of the biggest problems is how estate agents are incentivised. The industry is structured around short-term sales targets, often monthly, which don’t align with the reality of buying and selling a home.

The process can take six to nine months, yet agents are pressured to hit quick-win targets, which can lead to poor service and rushed decision-making.

Another major issue is the lack of emotional intelligence in the sector. Moving house is one of the most stressful life events, but traditional estate agencies rarely acknowledge the human side of the process.

The system is built around transactions rather than people, which is completely the wrong way around.

What Makes Turners Oak Different?

Gideon Stott: How is Turners Oak changing the game?

Susan Gregory: We specialise in helping older homeowners move in later life. Many of our clients have lived in their homes for 30 or 40 years, and the idea of moving can feel overwhelming.

Some are widowed or relocating alone for the first time, and their home is deeply tied to their identity and memories.

We focus on clear communication, emotional support, and working with family members who may not be local but want to help.

More than just selling houses, we help older homeowners feel in control of their decisions. Many people stay in homes that no longer suit them simply because they don’t know where to start. We’re here to change that.

We also offer an advisory service for the 80% of older homeowners who are still in the “thinking about it” stage.

They might be considering a move but feel overwhelmed by the process or unsure of their options. We help them explore their choices without pressure.

The Fundraising Journey

Gideon Stott: What has your experience been like with fundraising?

Susan Gregory: We’re at the beginning of our fundraising journey.

We were fortunate to receive a grant from UnLtd, which supports social enterprises, because Turners Oak isn’t just about selling houses—it’s about helping older people make informed, confident decisions about their future.

We’re now in discussions with an angel syndicate as we look to raise further investment.

Many female-founded businesses come from lived experience—we see a real-world problem and build a solution.

That’s very different from the traditional VC-backed model, where founders often start by finding a large market to disrupt first.

However, I see this as a positive—the problems we solve are real pains for a significant proportion of the population. The solutions are well considered, and scalability and sustainability are built in.

Women in Business and Investment

Gideon Stott: Do you think female founders face additional challenges in raising investment?

Susan Gregory: The data says yes—only 1.8% of VC funding goes to female founders, even though women make up a much higher percentage of entrepreneurs.

That said, I refuse to let those statistics define me.

When I worked in estate agency, I didn’t initially realise how male-dominated it was. But once I saw it, I couldn’t unsee it.

I see the same systemic challenges in the investment world, but rather than dwell on the barriers, I focus on how to navigate and change them.

Communities like Female Founders Rise exist because they need to—until they don’t.

Building a Business with Purpose

Gideon Stott: What advice would you give to other entrepreneurs?

Susan Gregory: Build strong relationships.

A lot of our business growth has come from partnerships rather than direct marketing.

Instead of trying to convince people to use our service, we’ve built a network of professionals who understand what we do and refer clients to us.

That’s been a game-changer.

Looking to the Future

Gideon Stott: What’s next for Turners Oak?

Susan Gregory: We’re continuing to expand our network and advisory services.

Our goal is to create a nationwide support system so that no older homeowner feels trapped in a house that no longer suits them simply because they don’t know where to start.

A huge thank you to Susan for sharing her story as part of Female Founders Friday.

We’re here to support founders throughout their fundraising journey.

📢 Check out the Turners Oak LinkedIn page here to learn more about their vision and impact.

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