People-first leadership: Managing Director reveals her business philosophy

Transforming tradition: How Polly Ogden Duffy modernised a 150-year-old property brand

In the latest episode of devcast, Ryan Doyle sits down with Polly Ogden Duffy, Managing Director at John D Wood & Co., to explore her remarkable rise through the ranks of estate agency and the leadership principles that have shaped one of London's most respected property brands.

Polly's entry into estate agency wasn't part of a grand career plan. At 18, following her father's heart attack and uncertain about university, she made a pragmatic decision that would define her professional life. "I wanted to go and earn money, to buy a nice car and to buy my own place," she reflects, speaking candidly about her early motivations.

Starting in Southeast London's competitive market, Polly quickly discovered the industry's unforgiving nature. Within weeks, a colleague attempted to steal her first deal, a pivotal moment that taught her invaluable lessons about process, documentation, and resilience. That first deal, worth £13,000 in commission 20 years ago, became the foundation of her understanding that in estate agency, following proper procedures isn't just best practice, it's survival.

Shaping a modern estate agency culture

Today, as Managing Director of John D Wood & Co, Polly oversees 37 branches and 350 employees across London and southern England. Her leadership philosophy centres on a simple yet powerful principle: "If you look after your people, the results look after themselves."

This people-first approach has revolutionised the traditional estate agency model at John D Wood & Co.

Polly has implemented progressive policies around:

· Flexible working arrangements to support work-life balance

· Comprehensive fertility and menopause policies

· Miscarriage leave to support employees through difficult times

· Merit-based promotion regardless of tenure or background

"I believe in work-life balance. I believe in supporting people," Polly explains, noting how the industry's archaic approach to these issues drives away top performers.

Navigating industry challenges with strategic vision

As someone who has witnessed estate agency transform over two decades, Polly identifies Anti-Money Laundering (AML) compliance as the sector's most significant current challenge. Operating in prime London markets means dealing with complex property ownership structures that create substantial delays and administrative burdens.

“It’s the single biggest risk to my business,” she says, stressing that John D Wood & Co.’s firm commitment to regulatory compliance sets them apart from competitors who “fly by the wind”. This has helped position the company as a trusted partner for high-value transactions.

Looking ahead to the Renter's Rights Bill implementation, Polly demonstrates the strategic thinking that has driven her success. Rather than waiting for legislation to take effect, John D Wood & Co. proactively restructured their lettings pay systems months in advance, eliminating uncertainty for staff whilst potentially creating competitive advantages as rival firms struggle with the transition.

The power of authentic leadership

Perhaps most striking about Polly's approach is her authenticity. Having lost her mother at age 10 and grown up in a household with three brothers, she developed both resilience and competitiveness that have served her throughout her career. Yet she's refreshingly honest about the challenges of balancing demanding leadership responsibilities with raising three children.

"I'm absolutely a slave to my children," she admits, whilst emphasising how this personal experience informs her progressive workplace policies. "I would never have told my boss that I was thinking of having a baby, but I don't want that for the people that work for me."

Building for the future

Under Polly's leadership, John D Wood & Co. has successfully navigated acquisition by Connells Group whilst maintaining its distinctive brand identity and autonomous decision-making. The recent acquisition of Aspire estate agency demonstrates her strategic approach to growth, focused on profitability rather than empire-building.

"We do not want to be a national brand," she clarifies. "We want to be highly profitable. That's what we're here for in all honesty."

This focus on quality over quantity extends to her recruitment philosophy: hiring the best person for the role, regardless of background, whilst fostering an environment where talent can thrive and advance rapidly based on merit.

Key Takeaways for Industry Leaders

Polly's journey offers several crucial insights for estate agency professionals:

1. Process matters: Early documentation and following procedures protects both deals and careers

2. People-first leadership drives better business results than traditional command-and-control approaches

3. Proactive compliance creates competitive advantages in regulated environments

4. Authentic leadership resonates more powerfully than attempting to conform to outdated industry stereotypes

5. Strategic growth focused on profitability outperforms expansion for expansion's sake

Frequently Asked Questions

Q: How has estate agency changed over the past 20 years?

A: The industry has evolved from a highly aggressive, seven-day-a-week culture to one where progressive companies prioritise work-life balance and employee wellbeing whilst maintaining high performance standards.

Q: What advice would Polly give to aspiring estate agency leaders?

A: Find a mentor who genuinely wants to see you succeed, even if that means eventually moving beyond their organisation. Great leaders are happy to see others thrive.

Q: How is John D Wood & Co preparing for future industry changes?

A: By focusing on regulatory compliance, investing in people, and maintaining agility to adapt quickly to market conditions whilst preserving our brand values.

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About the contributors Polly Ogden Duffy is Managing Director of John D Wood & Co., one of London's most established estate agencies. With over 20 years of experience across all aspects of residential property, she has led the transformation of John D Wood & Co. into a modern, people-focused organisation whilst maintaining its position in London's prime markets. A former water polo player for Southern England, Polly brings competitive drive and strategic thinking to her leadership role whilst championing progressive workplace policies in a traditionally conservative industry. Ryan Doyle is Senior Business Development Manager at deverellsmith, specialising in residential agency recruitment across London and the UK. With extensive experience in property recruitment and talent solutions, Ryan hosts devcast interviews with industry leaders, exploring the trends and strategies shaping the real estate market. His insights into market dynamics and talent acquisition help property professionals navigate career development and business growth in an evolving industry.