Name: Jason Upton
Job title: Chief executive officer of Zentra Group
Why I got into the property industry: My property journey really began in my early 20s, while I was renting and experiencing firsthand the frustrations with property standards. I thought, I want to do this better, I want to make a difference. That mindset pushed me to save enough for a deposit on a small run-down listed property in Nottinghamshire which I transformed with a lot of hands-on work and help from YouTube tutorials. That project sparked my passion for improving properties and gave me the foundation to build a portfolio focused on delivering better quality and standards.
How I did it: After buying the property, I threw myself into a full refurbishment. No formal training – just a lot of late nights on YouTube and more than a few books on construction and renovation, I was learning on the go. With plenty of elbow grease and determination, I finished the project, refinanced the property, and reinvested into building a portfolio. That experience taught me resilience and resourcefulness – two things I lean on daily.
My first proper job: My first proper was back in 2008 when I took a gap year before university. I worked at a Defence Animal Training Regiment and trained as a chef in the kitchens. It wasn’t your typical pre-uni gig, but I thought the life skill of learning to cook with a great team of people could only be a good thing. I had a great time and it helped me save a bit of cash for the student life ahead (it didn’t last long…). That year taught me a lot about discipline and handling pressure – skills I’ve definitely carried with me into business.
My first big break: My first big break came when I decided to set up the company in 2019 with a university friend who was living in Hong Kong, running a successful financial services business. It was a turning point and our mix of experiences gave us the solid foundation we needed to grow the business. From there, we’ve never looked back – it was the springboard I needed to go full-time in property and take things to the next level.
My inspiration(s): Starting something new or introducing fresh ideas often invites criticism and doubt, but I’ve come to embrace that. Instead of being discouraged by scepticism, I use it as motivation to push harder and demonstrate what’s possible. Every challenge has reinforced my belief that success is relative – it’s not given but earned through perseverance. I’m inspired by those who have carved their own unique paths, from well-known leaders to everyday individuals overcoming adversity. Everyone’s journey is different, and it’s okay to forge a path that others may not fully understand. Taking your own path, rather than following one that’s well-trodden, reveals what you’re truly capable of and allows you to define success on your own terms.
The biggest challenge I’ve encountered to date: Listing the company on the London Stock Exchange in December 2020. Not only was it a huge milestone, but trying to pull it off during Covid-19 added a whole new layer of complexity. We had to navigate everything remotely, deal with market uncertainty, and adapt at every turn. It wasn’t easy, but we got there, and it’s an achievement I’m incredibly proud of.
My greatest achievement/proudest moment to date: Definitely the listing of the company. We pulled it off in less than 18 months from nothing, with a bold plan that many thought wasn’t possible. But we stayed the course and refused to give up. That’s something I’ll always be proud of.
The biggest misconception people have about the property industry: A lot of people think developers and landlords are only in it for the money. The truth is, many of us are passionate about creating homes and sustainable places to live. Of course, profit matters, but for me, the real reward is seeing communities come to life and knowing I’ve helped build something lasting.
My biggest bugbear about the industry/the one thing I would change about the industry: Planning reform. The system is just too slow, and if we want to keep up with the demand for new homes, it needs to be more efficient. Streamlining the process would allow us to deliver housing faster and without the constant hurdles.
Why I’m so passionate about DE&I: Diversity, equity and inclusion aren’t just buzzwords – they’re essential for creating a thriving business. They say travel broadens the mind, but I believe DE&I does the same. Without it, we can end up in an echo chamber, surrounded by similar viewpoints, never questioning, and never learning. It’s by bringing in different ideas, backgrounds, and experiences that we’re truly challenged to think outside the box. This diversity pushes us to look at things from fresh angles and ultimately makes the team more resilient and better equipped to face challenges.
Where I’d like to be in five years’ time career-wise: In five years, my focus isn’t so much on where I want to be personally, but where I want the company to be. I believe my own success is a byproduct of the company’s growth. If the company is thriving and achieving its goals, I’ll naturally grow with it. It’s a team effort, and my job is to make sure we’re all on the right path to reach our full potential.
Who I’d invite, living or dead, to a dinner party: Brian Clough. No question.
What I do in my downtime: I’m a die-hard Nottingham Forest fan and have been a season ticket holder for over 20 years. The last few years have been incredible with us finally back where we belong in the Premier League. There’s nothing quite like a few drinks pre-match and the atmosphere at the City Ground!
The job I’d be doing if I was not doing this: If I wasn’t doing this, I’d hopefully still be running some kind of business. Old habits die hard! I can’t seem to switch off the entrepreneurial mindset. That said, I’d probably try and make a bit more time for travel if I wasn’t in the thick of it.
My advice for someone just starting out: My advice is simple: hard work creates opportunities. Nothing comes easy, and you’ve got to put in the effort if you want to see results. Stay focused, keep learning, and don’t be afraid to take risks. If you’re determined and willing to push through the tough times, doors will open for you.
My motto/mantra: You get what you work for, not what you wish for.
