Fiona Smith

I’m really excited to be building FreeAgent in Cheltenham.

I’ve spent over 20 years working at a senior level across fashion, buying, retail, wholesale, brand and strategy. That experience has given me a strong commercial eye, an understanding of how to position and market something, and a real appreciation for the detail that makes something stand out.

I’ve always had a real interest in property too — from renovating and styling our own homes to understanding what makes a property feel special and how it can be presented at its best. I naturally look at a home from both a buyer’s and seller’s perspective: what will make someone connect with it, and what can we do to make sure it gets noticed?

I’ve lived in Cheltenham for much of my life and, after spending some time away, I’ve been back living here with my family for a number of years. Through my children, I’m also part of a number of local communities, so I’ve built a strong connection with the area and the people who live here.

What really attracted me to FreeAgent is that they don’t stand still. They’re constantly evolving and looking at how estate agency can be done differently, rather than simply following the traditional model. I love that they offer sellers a genuinely different and flexible approach to selling their home, while still putting a huge emphasis on personal service.

That really appealed to me because I want to build FreeAgent Cheltenham through genuine local relationships and become someone people know and trust when they’re thinking about property — whether they’re looking to move now, considering a renovation, or simply want some advice.

For me, it’s about combining the commercial experience and creative eye I’ve developed over the years with a genuinely personal approach to property. I’m excited to bring that to Cheltenham and build something here that feels personal, considered and a little different from the traditional estate agency experience.