Name: Laura Kurt
Job title: Commercial director at Fusion Group
What I do: I’m commercial director at Fusion Group, one of the largest privately-owned student accommodation developers and operators in the UK. What that actually means is that I oversee Fusion’s operational platform, the evolution of the brand and where we position ourselves in the industry. I also lead on student wellbeing and experience through building design.
Why I got into the property industry: When I started my career, working in consumer PR, I supported a number of property clients. In that role, I saw how property is one of the biggest, most emotive and most important decisions and considerations in someone’s life, whether they’re renting a room for a year or buying their forever home. That journey is important to me. It was the human connection element of the decision process that made its biggest impact on those buyers/renters, and I just knew I wanted to spend my career improving how the property industry delivers the customer experience and provides exceptional hospitality to our residents.
How I did it: From my communications consultancy position, I eventually took an in-house route in marketing for a number of different property businesses. I then joined Fusion in a marketing role while also advising and leading on initiatives to evolve Fusion’s impact on its communities, including students but also wider society, before taking on my current leadership role earlier this year.
My first proper job: I worked at Ciypress PR agency in Manchester advising clients including Princes Foods, JLL, McArthurGlen and Morris Homes.
My first big break: Joining Vita Student as its first official employee. I had the opportunity to experience the sector in a business that wanted to completely redefine what it meant to live at university. This proved such a major moment in my career because, through a very intensive role, I learned a lot about the student experience and this has inspired much of my work so far.
My inspiration(s): I’m inspired by the capacity of the property industry – and the passion of many of those who work in it – to make a huge difference to people’s lives. We have the opportunity to do things differently, explore new ways of improving spaces and places that make a tangible difference through creative design, and that really motivates me.
The biggest challenge I’ve encountered to date: The very start of Covid was tough for me as I’m someone who loves to get out and see people. So, while we transitioned well eventually and it seems so long ago now, I remember struggling not getting out as it’s what I love to do! What was really inspiring, however, was knowing the difference we were making. Many students had a horrible time during the pandemic, locked down away from home and without in-person lectures. Fusion’s developments are designed for wellbeing, and it was a really powerful sense of reassurance during this time that we’d designed and implemented many of the right features that would provide students with the best possible environment – in the good and the bad times – and make it a little easier for them.
My greatest achievement/proudest moment to date: On a professional level, being asked to join the board of directors at Fusion – it was a real honour and one I’m extremely proud of as I love the company and everyone who works here. On a personal level, the birth of my beautiful son Lennon. He makes me and my husband laugh every single day and reminds me why we all work so hard.
The biggest misconception people have about the property industry: That it’s not authentic. It’s really important for me to work for businesses that align to my own values. I’ve been lucky in my career that I’ve found fantastic people to work with and have given me the opportunity to thrive. Those people have always been authentic in their approach to the sector and how they operate within the property world. We’re in the business of creating homes for people.
My biggest bugbear about the industry/the one thing I would change about the industry: The pace of innovation. It can be hard to make big changes because of the timeframes of development. We’re also operating in an undersupplied sector so our key demographic doesn’t have as much influence as it should. If there were more beds, the audience would be able to vote with their feet more and it would push everyone to do better.
Why I’m so passionate about DE&I: It has been both a privilege and a challenge to work in such a male-dominated sector for so long. My role has typically allowed me to offer a diverse thought process and to challenge norms. This has made me very passionate about giving voices to a wide variety of humans. It’s the only way we’ll grow as a sector.
Why I’m so passionate about ESG: For the same reason I’m passionate about DE&I, we should be challenging the norm to create a better future. It also holds business to account for claims they’ve made as a brand. If you’re going to say something, you should follow through.
Where I’d like to be in five years’ time career-wise: Continuing to make great experiences for young people. I’d also love to establish myself as a mentor for young people to encourage diversity within the sector in the future.
Who I’d invite, living or dead, to a dinner party: Bruce Springsteen – and if I invite him, I’d have to invite my husband because he’s his number one fan.
What I do in my downtime: Go to gigs (every year at Glasto), travelling as much as I can and sharing those experiences with my little boy Lennon.
The job I’d be doing if I was not doing this: I think I’d still be working with young people.
My advice for someone just starting out: Put the time in to learn your role, your sector and take inspiration from the businesses that are doing it the best. Get under the skin of what you do and make a point of striving for better. Change only happens when people know what they do and how they can innovate.
My motto/mantra: As hard as it can be sometimes, it has to be: think positively. Everything is an opportunity if you adopt a positive mindset.
