Alisia Zotimova is the founder and CEO of AZ Real Estate, a London-based property consultancy specialising in prime residential and commercial transactions. Since establishing the firm in 2012 without external investment, she has overseen £300 million worth of property transactions whilst maintaining complete independence and creative control over the business direction.
In recent years, Zotimova launched AZ Alliance, a platform designed to support experienced property professionals in establishing their own independent practices. The initiative reflects her commitment to fostering entrepreneurship within the industry whilst maintaining the rigorous standards that have defined her own career. She continues to advise clients on prime London property whilst mentoring the next generation of independent agents through AZ Alliance.
You built an impressive career at some of the most respected names in property such as CBRE, JLL, Cushman & Wakefield. What vision or ambition sparked the decision to channel everything you had learned into creating AZ Real Estate, and what excited you most about that opportunity?
“After years in corporate real estate, I felt a strong pull toward creating something more personal, more agile, and more client-focused. I also strongly wanted to be in charge of my own schedule, my own pitching (and winning!) and the fees I may charge. I wanted to build a business where excellence wasn’t just a slogan but a daily practice. The idea of AZ Real Estate was born from a desire to offer meticulous, highly bespoke service without the bureaucracy of large firms. What excited me most was the freedom to shape every aspect of the business, build my very own brand from scratch, and bring the creative element into my work life. It was a leap into the unknown, but one driven by optimism and passion.”
Launching AZ Real Estate in 2012 without external investment meant you retained complete ownership and creative freedom over how the business would operate. How did building entirely through your own resources shape what AZ Real Estate has become, and what possibilities did that independence open up?
“Starting AZ Real Estate with my own savings and no outside funding was both empowering and terrifying. It meant every decision mattered, and every success or failure was mine to own. That independence shaped the company’s DNA in terms of being lean, focused, and deeply committed to integrity. It allowed me to build a brand that reflects my values, not someone else’s agenda. We’ve grown organically, through trust and reputation, and that’s opened doors to long-term relationships and exciting new ventures like AZ Alliance.
“The limitations that came with that was probably having less money to “play with”, as in spend on marketing, business development, getting a team from day one. Possibly, if I had initial investment (more than my own limited savings) from the start I would have reached some business milestones sooner. The flip side of that is that we are much more resilient now due to how we grew. I also always approach clients’ money and decisions as if it were my own: with care and prudence.”
AZ Real Estate has now successfully transacted on £300 million worth of property over the past twelve years. What core principles or approaches have been fundamental to building those enduring client relationships and establishing yourself as a trusted advisor?
“Trust is everything in property. From day one, I’ve focused on transparency, ethics, and genuine care for clients. We don’t chase volume, we chase quality. Every transaction is treated with precision and respect. I believe in listening more than talking, and in being brutally honest when needed. That approach has helped us build relationships that last years, not just deals. Many of our clients come back again and again, and that’s the real measure of success.
“This also extends to our business partners (industry peers like solicitors, architects, tax advisors etc.) who are responsible not only for getting the deal done along with us, but also for lots of client referrals in our case. Nurturing those, helping good people and business grow along the way, paying people on time, being a good client yourself, it all adds up to real monetary results for your own business.”
Many talented agents dream of running their own firm but wonder if they have what it takes. From your experience building AZ Real Estate from the ground up, what skills or qualities proved most valuable, and which ones surprised you by becoming more important than you initially expected?
“Optimism and courage.Resilience and adaptability are also non-negotiable. You’ll face setbacks, doubts, and curveballs and you need to keep going. But what surprised me was how important emotional intelligence became. Understanding people, reading situations, and building trust are just as critical as market knowledge. Also, being comfortable with uncertainty (well, if that’s not an oxymoron by definition) and learning to make decisions without a safety net – that’s a skill you only develop by doing.”
AZ Alliance marks an exciting new chapter, creating opportunities for other agents to build their own businesses under your brand. What inspired you to open up what you have created and help others achieve the same independence you found?
“AZ Alliance is born from my desire to share what I’ve learned and help others carve their own paths. I know how hard it is to start from scratch: I did it in a new country, with no network and no funding. Now, I want to make that journey easier for others. The industry needs more transparency, more collaboration, and more empowered agents. AZ Alliance is my way of creating a support system where independence doesn’t mean isolation.
“Of course, I also see it as a way to scale my own business. Keeping my creative spirits high and nurtured but in the business arena as opposed to, say, arts or music. It’s fun to build something new, to take a risk but be in with a chance to leave a legacy as well as get to the next level of turnover and profit. To me, these go hand in hand and are not mutually exclusive.”
Having successfully made the transition from corporate agent to entrepreneur yourself, you now guide others through that same journey. What do you look for in agents that suggests they have the drive and capability to thrive as independent business owners?
“I look for curiosity, grit, and a genuine desire to serve clients well. Technical skills can be taught, but mindset is harder to shift. Agents who ask questions, take initiative, and aren’t afraid to challenge the status quo tend to thrive. I also value integrity, people who do the right thing even when no one’s watching. If someone has that spark and the willingness to learn, they can build something remarkable.
“You need to be ready to generate business, actively digging for leads and hunting for clients. For many employed agents, that’s the biggest fear: “Sure, I might earn more, but where will I find the clients?” They want more freedom, dislike the dress code, but hesitate to leave the comfort of their current role where opportunities are handed to them. Here’s the truth: clients and opportunities are everywhere. If we sat down with any of those agents today, we could start by listing some low-hanging fruit, simple, actionable steps to begin building their own pipeline right away.”
Personal reputation and trusted relationships are the foundation of success in property. What strategies helped you strengthen the connections you had built throughout your career and attract new clients as you established AZ Real Estate?
“I’ve always believed in showing up consistently and delivering more than expected. Reputation isn’t built overnight – it’s earned through every interaction. I stayed in touch with former colleagues (literally just yesterday I got a lead for a prime London valuation from a colleague I met at my first job at JLL in Moscow 22 years ago), nurtured client relationships, and made sure every new client felt seen and heard. I also leaned into storytelling, sharing my journey, my values, and my vision, helped people connect with me beyond just business.
“As for attracting new clients, it really helped us to formulate our values, memorise them and rely on them with decisions big and small. This was a big project for us back some five years ago, the whole team was involved, we didn’t just buy them off the shelf, a lot of energy and a bit of money went into that but the result has been great, it’s a real tool and compass, not a bit of generic “fluff”.”
You have experienced success as both a high-performing corporate agent and as an entrepreneur who has built a thriving independent firm. What advice would you give to someone who feels ready to take that step towards building their own business in property?
“Start with clarity. Know why you’re doing it and what you want to stand for. The reasons can be and remain personal to you and it’s ok if it’s not about changing the world or joining The Times 100 Rich List. But you need to want it in the first place! Then, prepare to work harder than you ever have. You’ll likely have more fun, too!
“Surround yourself with smart, kind people, and don’t be afraid to ask for help. Mistakes will happen, just make sure you learn from them quickly. Treat every client like they’re your only one. Not less importantly, treat yourself and your team with respect. You are finally in the position to (at least theoretically) say no. Relationships are your greatest asset, and trust is your currency.”