Former Apprentice candidate and IMS founder Michelle Niziol shares how early hardship and reality TV shaped her approach to property and the role of broker trust
For Michelle Niziol, founder of seven businesses and owner of a multi-million-pound property portfolio, property has never just been about yield tables and capital growth. It began as a way to survive.
“When I was 17, my family went through a very unstable period and our home was almost lost,” she told Mortgage Introducer. “It made me realise very quickly that security isn’t something you can take for granted – it has to be built.”
Michelle left her A-levels and worked multiple jobs, determined to gain control over her future. By 18, she had saved enough to buy her first home with her now-husband.
“That first property wasn’t about ambition or status, it was about stability,” she said. “It was about knowing I had a foundation that couldn’t easily be taken away. That’s why, even now, I see property as more than an investment vehicle. It’s long-term security. It’s freedom. It’s options.”
Those experiences underpin how she now advises clients – and what she believes brokers should prioritise.
“Property is, at its core, a people business”
Asked what advice she would give someone starting a career in property today, Michelle is quick to stress the breadth of opportunities – and the importance of focus.
“Property is an exciting industry with huge breadth – broking, agency, lettings, investment, development… the list goes on. The first step is working out which area genuinely interests you, getting qualified where necessary, and then getting stuck in as quickly as possible,” she said.
Technical competence matters, but only as a foundation.
“Understand and stay up to date with the fundamentals such as interest rates, tax policy, supply and demand as this will help you navigate the market on a daily basis,” she added. “Property is, at its core, a people business. The people who last are the ones clients trust and return to – especially when the market’s tough. That trust is built through consistency, honesty and simply showing up when it matters.”
It’s a message she believes brokers, in particular, need to lean into.
“Be honest, even when the answer isn’t what a client wants to hear,” she said. “If someone is overstretching, explain why. A broker who protects a client today earns loyalty for life.”
The Apprentice: “I got fired first – and it made me more determined”
Despite already being established in the property sector, Michelle applied for The Apprentice to test herself “against people who were just as driven”.
“I volunteered as project manager in Week 1 as hiding in the background isn't my style,” she said. “Our team lost, and as it usually goes with project managers – I got fired first.”
If it stung at the time, it has since become part of her story of resilience.
“The Apprentice taught me about resilience, thinking on my feet, and performing under pressure. It pushed me to refine my vision and grow my businesses beyond what I initially imagined,” she said.
She believes there are clear takeaways for brokers and entrepreneurs watching from their sofas.
“The pressure is real. Being able to think on your feet and make decisions fast – that's absolutely a skill you need. You need to work quickly and gel with a team that you are also competing against, so it teaches you to adapt behavioural styles quickly. It also gets accountability right – when something goes wrong, you own it.”
But she is equally clear about what the show gets wrong.
“It’s great entertainment, but real business isn't about one-off wins. It's about building relationships, being consistent and creating long-term value,” she said. “Leadership on the show is often loud and aggressive – in real business, the best leaders listen and build trust.”
Her main lesson? “Don't be afraid to fail – every setback teaches you something.”
Why brokers must think beyond the transaction
Two decades on from buying that first home, Michelle’s focus is firmly on long-term security – both for herself and for her clients.
“Don’t just arrange a mortgage – help clients build financial security,” she argues. “That mindset changes the relationship completely. Consistency matters too. Clients remember who answered the phone when things became difficult, they remember who explained calmly during uncertainty. Educate, don’t just transact.”
That philosophy has shaped how she runs IMS Property Group and how she wants brokers to position themselves in a changing market.
“After more than 20 years in property and business, the biggest lesson is this: trust is everything,” she said. “The industry needs more brokers who genuinely care about outcomes. Be one of them.”
It’s a call to action that feels particularly timely in an environment of higher-for-longer rates, tighter affordability and nervous headlines. For Michelle, the job of the modern broker is clear: combine technical knowledge with empathy, and focus relentlessly on clients’ long-term resilience rather than short-term fixes.
“And finally,” she added, “back yourself. Of course there will be moments of doubt – everyone has them. I’ve helped thousands of clients build financial stability, not because I had every answer, but because I kept showing up.”
