An organically grown female-empowerment initiative is proving just as effective at driving business results as it is in strengthening professional connection, with Laing+Simmons women tapping into the power of community to lift performance across the network.
She Sells, which started as a quiet, grassroots conversation between a handful of women, has now become one of the most energising and unifying forces within Laing+Simmons. The group has evolved from informal idea-sharing into a dedicated network where women can learn, challenge themselves, and find support in ways that directly influence performance and confidence across their businesses.
“She Sells began naturally, built by a small group of Laing+Simmons women who had developed strong relationships through mentoring and peer support. From there, it expanded organically, as more women joined wanting to learn from one another and contribute their own experiences,” Angela Avgerinos, Head of Network Performance at Laing+Simmons, told The Real Estate Conversation.
“What we’ve seen, particularly over the past 12 months, is that the trust, collaboration and accountability within the group are translating into real, measurable improvements.”
According to Ms Avgerinos, She Sells is also influencing recruitment and retention. Since launching in 2024, the initiative has continued to evolve, with new ways to build connection, lift accountability, and deliver meaningful business outcomes.
Regular online catch-ups keep participants connected and wins are celebrated in real time. Quarterly in-person sessions – kickstarted by D’Leanne Lewis of Laing+Simmons Double Bay – offer practical insights and leadership lessons. Curated monthly resources, from podcast suggestions to reading recommendations, help broaden perspectives and support ongoing development.
Importantly, monthly KPI tracking gives the group a structured way to measure progress and maintain focus on their goals.
This year’s She Sells retreat in the Hunter Valley took the program to an entirely new level. Guest speaker Christine Ewan from My Agent Team delivered a standout session on resilience, reinvention and navigating pivotal career transitions, leaving the group energised, grounded and deeply connected to their purpose.
Alongside Ms Ewan’s keynote, the retreat featured outdoor breathwork and yoga overlooking the vineyards, creating a space for reflection, confidence-building and genuine renewal. It was a reminder that strength and clarity often come when women are given room to pause, rebuild and step forward together.
“While the business, sales and recruitment benefits are significant, the heart of She Sells has always been the connections formed,” Ms Avgerinos says.
“It’s about creating a space where women can be open about their challenges, share what’s working, and lift one another up. That supportive, judgement-free environment is what makes She Sells so powerful and what will continue to fuel its impact as the group grows.”
Laing+Simmons CEO Leanne Pilkington adds that the momentum behind She Sells reflects the strength of the women within the network and the culture they continue to shape.
“What inspires me most is seeing women back themselves, support one another, and turn shared experiences into meaningful results. She Sells isn’t just a program it’s a movement, and it’s becoming a defining part of who we are as a network,” Ms Pilkington says.
More Laing+Simmons readings on The Real Estate Conversation.
