Aoife Gaffney, managing director of Grayling Property Management, shares her life and business lessons.
Gaffney leads the letting division, managing more than 1,800 high-quality units in Dublin. Grayling Properties is a leading Irish fully integrated residential property developer and operator.
With 18 years of experience in the residential property industry, Aoife’s expertise lies in managing large-scale investments while increasing capital growth. Specialising in Dublin’s private rented sector and having worked in some of Ireland’s leading property advisor firms, Aoife has a strong understanding of clients’ needs, helping to drive ambitious plans, and has a proven track record of delivery.
“To have a good attitude and to be courageous is important to me in business and life”
Before joining Grayling Properties, Aoife was associate director at Development 8, having previously worked in senior roles at Gresham House Ireland, Sherry FitzGerald and WYSE.
Aoife is a member of the Institute of Professional Auctioneers and Valuers (IPAV) and Grayling Property Management is licensed by the Property Service Regulatory Authority (PSRA).
Grayling Properties is a market leader in asset and property management, overseeing the delivery of residential units from development to letting.
Tell us about your background, what journey did you take to arrive at where you are?
I started in property by chance 18 years ago at Wyse with no experience. In 2011, a few years into the role, there was a serious flood when the Dodder River broke its banks at a prestigious development we managed. The Managing Director emailed the company asking for volunteers at weekends to help on-site, and so I did. Handling worried and distressed landlords and tenants was new to me, but I loved the experience of solving problems and helping people.
When a Property Manager role next opened up, my name was put forward – with the guidance of colleagues, I entered the letting and property management sector and have been there ever since. After seven great years at Wyse, I spent time in Sherry FitzGerald as a Senior Negotiator, moving to Burlington Real Estate (now Gresham House Ireland) to head up their residential division gaining great experience. I then moved on to the client side for a developer/operator company. When the timing was right, I joined Grayling Property Management, where I was given a great opportunity and I’ve happily been for four years.
Why are you doing what you are doing? What need are you meeting? What’s your USP?
During my career, I have worked in every department I currently oversee – reception, accounts, maintenance, property management and leasing.
“I try to understand where people want to go in their careers and then create ways to make that possible”
This gives me the ability to put myself in everyone’s shoes when it comes to improving processes or facing obstacles. It enables me to pass on skills that I have gained through my own experience to help people navigate negotiations and challenges with more ease; fairness and diplomacy are key parts of successful property management when trying to achieve a satisfying resolution for all parties involved.
How did you fund and start the business and what are your growth plans?
The business was started by the founders of Lugus Capital, and I joined as Managing Director of Grayling Property Management in February 2021. When I joined, we had 900 units and currently manage over 1,500. We’re on track to have over 2,000 units by the end of 2025. With ongoing explorations of new business opportunities and partnerships, we are excited to see what unfolds in 2026.
What are your key skills and qualities that set you apart?
They may not set me apart as I know plenty like me, but I’m very determined, have a strong work ethic and care a lot. In the business I work in – managing clients’ assets, and with the legislative changes that govern the residential sector – these traits have proved necessary for challenging matters; especially tribunals and enforcement of orders which can take years to achieve a result. I’ve always appreciated being entrusted with someone’s investment and I treat it as if it were my own or my family’s.
What (or whom) has helped you most along the way? Who was your greatest mentor/inspiration?
I couldn’t have learned all I know without the wonderful colleagues & friends I met along the way in every role.
“I learned that you have to be patient with things out of your control and do your very best with what is in your control. I’m proud of how we managed the business through the pandemic – it certainly wasn’t easy. I was seeking a challenge, and I got one!”
I’ve been so lucky to have so many inspirations in my life and can narrow to no less than two. I’d have to say our Mam, Kathleen. Living in Kildare and working in Dublin City, she held a full-time job in a bank while raising seven children – I’ll never know how she managed. Throughout every stage of my career, it would be my eldest brother, Shane. He’s been an incredible support to me when I’ve experienced challenging times and helped guide me at different crossroads. A compass I’d be lost without. I wouldn’t be where I am without either of them.
What was the greatest piece of business advice you ever received?
To remain agile. This has been very useful advice in many situations. The market is ever-changing and out of our control, as are the frequent changes to legislation, but we can control how we react and manage these changes. As the team grows and people develop, being agile has been a necessity to make sure things keep moving when change is taking place.
What circumstances/qualities/events can mark the difference between success or failure in life or business?
Attitude and courage. To have a good attitude and to be courageous is important to me in business and life.
What was the most challenging aspect of either starting or growing the business?
The people. Hiring and making sure you get someone who is the right fit for the role and the culture is really important. Having an enjoyable working environment is essential for productivity and everyone’s wellbeing – the wrong hire can have quite a disruptive and negative impact, so I do my best to hire well.
How did you navigate your business through the pandemic and what lessons did you learn?
I joined Grayling during the pandemic which made it interesting to get to grips with things but that was made easy by everyone being so helpful and generous with their time. I implemented a new system almost immediately to make sure that every department was connected on the same platform, ensuring nothing was missed while the team worked from home, out on the road or in different offices. I learned that you have to be patient with things out of your control and do your very best with what is in your control. I’m proud of how we managed the business through the pandemic – it certainly wasn’t easy. I was seeking a challenge, and I got one!
Who inspires you most in business today?
My sister, Cliodhna. We didn’t come from an entrepreneurial upbringing, yet she’s run a successful business for almost 30 years. Not only that, but she also became the first female firefighter on the Isle of Man, serving over 20 years all while raising four amazing kids. When I think I’m overwhelmed by work, I think of her, and I think again.
What advice/guidance do you give new hires and how do you nurture talent in your organisation?
I always want people to be themselves and be comfortable in their working environment – it makes it so much more enjoyable. With the work itself, I encourage them to ask questions but to accompany their queries with a proposed solution because, in most cases, they have the answer but perhaps don’t have the confidence. I think it’s important to remind people in team meetings now and again that everyone on the team went through a learning phase, so be patient. I try to understand where people want to go in their careers and then create ways to make that possible. In the four years I’ve worked with Grayling Property Management, two team members in administrative positions have obtained their property licenses and three more will in the next few months; it’s fantastic to see them developing and their hard work pay off.
What business books do you read or would recommend?
The few business books I attempted were very repetitive, and repetition in writing has been a real pet peeve of mine for as long as I can remember. My most enjoyable fill of business stories is listening to Desert Island Discs on the Podcast app – I’ve listened to more than I can count. They span back decades, so I’m well into the archives. I find it fascinating to hear from so many professions, backgrounds, cultures and eras. I found hard work and resilience to be a common thread among them all. I absolutely love it and recommend it to everyone.
What social media platforms do you prefer and why?
LinkedIn. It’s good to know you’re not on your own with certain challenges in the property sector and it’s a really good professional networking site that I use to keep up with all things property. It’s also nice to follow and support the progress and success of colleagues, both present and past, friends, family and the companies they work in.
What are your thoughts on where technology overall is heading and how it will apply to business generally and your business particularly?
Technology is heading in a direction that’s going to bring efficiencies to a level not experienced before, especially where AI is concerned; this is already being applied in our business at the testing stage of a new AI-assisted booking platform. This will not only improve efficiencies and streamline processes, but it will also improve the customer service experience that we otherwise wouldn’t have the resources for as we receive thousands of applicants every month.
Finally, if you had advice for your 21-year-old self – knowing what you know now – what would it be?
I bought a property at 21 with one of my sisters, thinking it was the right thing to do and knowing very little about the economy; it was just before the crash so I would tell myself to wait. I was stubborn, so I probably wouldn’t have listened anyway, even to my future self!
-
Bank of Ireland is welcoming new customers every day – funding investments, working capital and expansions across multiple sectors. To learn more, click here
-
For support in challenging times, click here
-
Listen to the ThinkBusiness Podcast for business insights and inspiration. All episodes are here. You can also listen to the Podcast on:
-
Spotify
-
SoundCloud
-
Apple
