Six Lessons I Wish I Knew Before Investing in Property
Have you ever felt lost or uncertain in your property journey? Have you felt, or do you feel, unsure of which direction to take or who to trust in such an unregulated industry? If the answer is yes, you’re not alone. In fact, I’d say 90% of people, myself included, have felt the same way.
It often feels like you must struggle to succeed, but what if it didn’t have to be that way? What if I could share the lessons I wish I’d known to help even one person take a different, smarter approach? That’s why I wrote this article.
For those who don’t know me, I’m Athena: a property investor with a buy-to-let (BTL) portfolio and a former rent-to-rent operator. I’m also the CEO and host of Girls in Property, a podcast, community, and event platform dedicated to connecting women across property, construction, and business.
One of the most frequently asked questions I receive—whether as a podcast guest or in messages from aspiring investors—is, “What advice would you give to someone just starting out?” If this is a question you’ve asked (or will ask), then you’re in the right place. Here are the six key things I wish I had known when I started my property journey.
Don't Rush to Buy a Course
How many of you have started out and thought, “I need to buy a course”? I know I have. We’ve all been there. Let me share something with you: I’ve spent £34,927 on property and business education to date. Some of the programs I invested in were traditionally three-day courses, costing on average £2,000 to £2,500, with about 60 people in the room. On day three, you’re then upsold to their mastermind program. Does that sound familiar?
When I speak with individuals starting their property journey, I ask, "Have you completed any training yet?" Most say yes, mentioning big-name companies with large marketing budgets. To be clear, there’s nothing wrong with that. But here’s the issue I’ve found: after confirming they’ve completed a course, I ask how long ago it was. Often, it’s between a few months to a year. Then I ask, “What have you achieved or implemented with the knowledge from the course?” or “What action have you taken since the course?” The answer is often “nothing.”
That’s the problem. In my view, it’s because they don’t have the right mindset to implement what they learned. They end up with a workbook full of theory—such as ‘send letters’ or ‘talk to this number of agents’—alongside templates and scripts. But what they don’t learn is the confidence, mindset, or ability to implement the theory. A script is, therefore, useless in the hands of someone lacking confidence. So my advice is: don’t rush to buy a course unless you have the right mindset and time to implement it.
Instead, reflect on your financial position. Ask yourself: What do I want? Is it cash flow, lump sums, or long-term wealth? It could be one, two, or all three—but know why you’re investing in property. Understanding your position helps you choose the right strategy. People think they choose the strategy, but the strategy chooses you. Once you’ve clarified your goals, follow people online who are doing what you want to do. Use free resources like podcasts, books, and videos to increase your knowledge. Once you’ve absorbed enough free content and feel ready to invest, talk to others who have either taken the course or worked with the mentor you choose. If it feels right, go for it—but only if you’re ready to implement what you learn and create an action plan to execute it.
Share Your Journey from the Start and Tell Everyone What You Do
Feel like no one cares about what you’re doing? We’ve all been there. “Who cares about the 100 letters I’m sending?” or “Who cares about the progress on my flip project?” But you’re wrong. People love a good story. A story speaks louder than words. Storytelling is one of the most powerful tools to market yourself.
Take Dragons’ Den as an example. The investors on that show often ask how the entrepreneur’s business came to be. It’s after hearing this story that they often decide to invest. Why? Because people buy from people. They care about who’s behind the business.
There are individuals on their property journey who are documenting their steps, including their wins and, more importantly, their mistakes. This transparency makes them authentic and credible. When they seek investors, they attract interest because they’ve built their personal brand, and investors have had the chance to know, like, and trust them. On the other hand, if you keep your journey private, create a portfolio, endure the hardships, and then seek investment, you’ll struggle, as no one knows you or your story.
So, use social media for you. Stop worrying about judgment. Use it as a memory board for your journey. Share your wins, challenges, and lessons, and people will naturally start paying attention.
Invest in Yourself to Progress Forward
You might think this goes against my earlier advice, but let me explain. When I say invest in yourself, I don’t just mean money. Money is just one part of it. Free content is great, but it only gets you so far. Educators tell you what you need to know and why, but they don’t explain how. The how is what you need to pay for.
Eventually, you’ll hit a point where you’ve absorbed all the free content you can, and it’ll be time to level up and make that financial investment. That’s the right time—not before—because you’ll now be ready to implement what you’ve learned.
The other key investments are time, energy, and emotion. These are what truly drive your property and business journey. If you find yourself saying, “I don’t have time to implement strategies because of my job, family, or busy schedule,” you’re holding yourself back. Instead of making excuses, find solutions.
What if you prepped meals the night before so you could attend a networking event? Or arranged for a babysitter or asked a friend or relative for help? There’s always a way if you’re willing to invest the time and energy to find it. Give yourself permission to find a solution rather than excuses.
Be Realistic and Set Yourself Up for Success
Have you ever set a big goal, created a 90-day action plan, and then realized it wasn’t achievable? I’ve been there too.
Let’s say you’re an investor with limited funds and want to leave your full-time job, so you choose the strategy known as rent-to-rent (R2R). You plan to call and visit 10 agents, send 500 letters, and complete five viewings. Sounds good, right? But in reality, your job makes it hard to take calls quickly or meet a landlord last minute. R2R is fast-paced: while you’re thinking about how to take action, five other companies have already made offers on potential deals.
This is why planning matters. Your strategy has to fit your schedule. If your child’s football practice is at 6 p.m. on Tuesdays and Thursdays, don’t waste that time doom-scrolling social media. Use it instead to follow up with agents booked for 8:00 a.m. the next day or return calls from landlords. Success isn’t just about big goals—it’s about structuring your time to stay consistent. Take charge of your schedule, work smart, and set yourself up to win.
Find an Accountability Partner
An accountability partner is someone on a similar journey, at the same stage or slightly ahead, who pushes you to stay on track and offers support. It’s easy to work alone and make excuses, but having someone hold you accountable makes you more likely to follow through. An accountability partner can also be your cheerleader. We all face self-doubt, and if those around you don’t understand your goals, it can feel isolating. Instead, surround yourself with people who believe in your potential and push you forward, even when you don’t believe in yourself.
That’s why I created the Girls in Property community, a space where women in property, construction, and finance can connect, learn, and hold each other accountable. Property can be lonely, but it doesn’t have to be. Find an accountability partner today and see the difference it makes.
Are You Carrying Someone Else’s Limiting Beliefs?
I want to leave you with this thought. Someone once told me that our limiting beliefs often aren’t ours; they’re beliefs placed on us by others. We all experience limiting beliefs at some point, and that’s normal. But here’s the key question to ask yourself: “Is this belief truly mine, or is it something I’ve absorbed from someone else?” Often, we inherit beliefs from family, friends, or society—whether it’s doubt, fear, or judgment.
While it’s natural to feel these things, you don’t have to accept them. When a limiting belief pops up, recognise it, acknowledge it, and say, “No, thank you.” Replace it with a new belief that serves you. Change the narrative in your mind, and you’ll become unstoppable.
A Quick Recap
To recap, here are the six things I wish I’d known when I started in property: Don’t rush to buy a course, tell people what you do, invest in yourself, plan for success, find an accountability partner, and don’t carry self-limiting beliefs.
If you're already on your journey and facing similar challenges, it’s time to rewrite the narrative. The best day to make a change was yesterday, but the second-best day is today. You’re the only one who can change your story.
If this article resonates with you, reach out to me using the details below. I’m always open to helping others navigate property the right way. And for any women reading, join us at the Girls in Property Retreat on Friday, 25th April, at Pendley Manor in Tring. It’s going to be an amazing day with 80 women in property, construction, and finance, three guest speakers, and eight expert tables. I’d love to see you there!
@athenadobson_official
@girlsinproperty
