As the lettings landscape becomes more complex, the need for agile, values-driven leadership has never been greater. In a recent Viking Chats episode, Kristjan Byfield sat down with Wendy Peterman of Petermans Estate & Letting Agents to explore everything from running a legacy agency to tackling gender dynamics and staff progression.

For decision-makers in letting agencies, property management firms, and large-scale residential operations, her insights are not just inspiring, they're essential.

A Masterclass in Navigating Legacy

Petermans is a 60+ year-old family-run business operating in Herne Hill and Edgware. Like many legacy firms, its leadership transition was born out of necessity, not a five-year plan. Wendy entered the business after illness ended her high-pressure advertising career. What followed was a decade-long evolution of people, processes, and purpose.

Her journey underscores a crucial reality for industry leaders: transformation doesn’t always begin in the boardroom. Sometimes it starts with one person choosing to change the culture. That’s something any forward-thinking operator can learn from.

Rethinking Career Progression in Flat Structures

One of the standout themes in the chat is the challenge of staff progression in independent or mid-sized agencies. Flat structures often limit vertical growth, leading to talent drain. Petermans addresses this by broadening roles laterally, encouraging team members to develop niche specialisms like land acquisition or new build consultancy.

For those managing larger teams or corporate portfolios, this offers a replicable model: expand responsibilities, not just titles. Support ambition by opening pathways into growth areas, not just management roles.

The Case for Culture-Led Operations

Wendy led a cultural transformation at Petermans that included office redesigns, a rebrand, and stricter safety measures, all designed to improve team wellbeing and client experience.

Culture isn’t a buzzword; it’s an operational advantage. Agencies that invest in staff satisfaction and psychological safety reap the benefits in performance, retention, and customer satisfaction. If you're operating a BTR or PBSA portfolio, these principles scale. A team-first approach can drive tenant retention and brand value.

Leadership and the Gender Gap

The conversation also tackles gender dynamics head-on. Wendy spoke candidly about being overlooked by her father in business decisions, despite being in a leadership role. She credits communities like Women in Estate Agency (WIEA) for helping shift the tide.

In the institutional and corporate lettings space, leadership diversity still lags behind. The data is clear: diverse leadership teams make better decisions and build more resilient businesses. Progressive firms must prioritise inclusion not just in hiring, but in promotion and strategic voice.

Transparency About Ownership Pressures

Wendy and Kristjan discussed the unspoken weight that business owners carry—financial pressures, emotional fatigue, and the constant demands of leadership. They also agreed on a powerful point: employees must own their career growth.

For senior leaders, this reinforces a key message: equip your teams with tools, training, and clear pathways, but don’t carry them. The best results come from individuals who match opportunity with initiative.

Lessons for Large-Scale Operators

The insights from this conversation scale up beautifully for operators managing hundreds or thousands of units:

Legacy businesses can evolve: Change doesn’t require wiping the slate clean. It takes intent and courage.
Career development requires creativity: Especially in non-hierarchical models, horizontal growth matters.
Culture and safety matter at scale: What works in a two-branch agency can be embedded in BTR frameworks.
Inclusion drives resilience: Diverse, empowered teams navigate disruption better.
Ownership isn’t a burden to carry alone: Build a culture of shared responsibility.

Why It Matters to Our Sector

At The Depositary, we work with some of the UK’s most progressive letting and property management operators. We see, every day, how leadership mindset shapes performance and service delivery. Wendy Peterman’s story isn’t just a portrait of resilience, it’s a blueprint for operational excellence.

In a sector under pressure to deliver faster, fairer outcomes with leaner teams and tighter compliance, we believe the winning formula is clear: technology + empowered people + clear processes. But it all starts with leadership that values growth, culture, and inclusivity.

In Summary

Whether you're overseeing a 20-person agency or a 2,000-unit BTR scheme, the real competitive edge isn’t just tech. It’s how you lead.

Let Wendy Peterman's journey remind you that culture isn't cosmetic. Growth isn't always upward. And progress starts with the decision to do better - one team member, one policy, one process at a time.

Building Better Agencies: What Every Letting Leader Can Learn from Wendy Peterman