Power of the pink pound: New property portal launches focused on the LGBT community

Estate agents are being given the chance to access the value of the pink pound by listing properties on a new portal focused on the lesbian, gay, bisexual and transgender (LGBT) community.

The site, Property Equality, started by listing properties in LGBT-friendly destinations in Spain and is now rolling out in London.

The portal also offers referrals to financial planning and mortgage advisers.

It is run by LGBT Capital, an investment firm that funds social impact projects that benefit the community.

LGBT Capital estimates the value of the pink pound at around £12trn globally and £106bn in the UK, and says there are around 4m LGBT people living in the UK.

The power of the pink pound refers to the willingness of the community to spend money with firms and brands seen as supportive, known as “LGBT allies”, and in areas where there is a thriving community.

Lettings and sales agents can list properties for free but they would need to provide a web or xml feed or enter them manually.

The idea is that LGBT people would come to this site knowing their sexuality wouldn’t be an issue when buying or renting a property, and in some cases the agency may have knowledge of the gay scene where they are looking to make their purchase.

Anders Jacobsen, co-founder of LGBT Capital, said: “We firmly believe that there is a growing demand from the end-clients for estate agencies, solicitors, mortgage and insurance providers to demonstrate their diversity and inclusion credentials – and LGBT typically represents the ‘final frontier’ for such companies.

“Furthermore, when buying outside the area or country of one’s residence, having an access to a growing bank of knowledge with regards to the local ‘gay life’ is something that our anecdotal evidence has indicated to be of significant value for would-be buyers, including of holiday or investment property.

“Consequently, we believe that Property Equality has significant potential in the UK as well as elsewhere.”



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  1. seenitall

    a new disruptive listing site.  – How wonderful.  How not needed.

    1. PeeBee

      How true.

  2. PeeBee

    Nearly eleven o’clock and no hilarious comments?

    PC has spoiled the party for all!

  3. CountryLass

    I really couldn’t care less about someone’s sexual or gender orientation. A trans persons money is the same as a gay persons money is the same as my money!

    The only issue I would have is being nervous to ask how to address someone… I don’t want to offend them but sometimes it is not obvious what the gender is. It’s also why I ask for  ‘your partners name?’ rather than assuming the gender of said partner.

    1. PeeBee

      HEY!  Good to ‘see’ you, Country Lass!

      Of course you are totally correct (as usual), CL – and I’m sure that the vast majority of Agents agree 100%.

      Which, of course, totally kyboshes the need for this ridiculous website or any others of its’ type.

      That being said – I’m chuckling like a pixie (credit: Robert May) at the site’s strapline…

      Straight to your new property


      You couldn’t make it up.

      Scrub that.  More like you WOULDN’T.

      1. CountryLass

        Oh, I’m usually around!Really? ‘Straight to your new property’?? Oh that’s just a dad-joke so bad even my dad would cringe!

        1. PeeBee

          I honestly couldn’t believe it when I saw it!

          Either someone’s got a sense of humour your Dad would cringe at – or is as thick as mince.

          And that’s not a play on words either…

  4. PeeBee

    “LGBT Capital estimates the value of the pink pound at around £12trn globally…”




    Phrases like the above boil my watter.

    How does the affluence of a Russian oligarch with a penchant for Filipino houseboys make a ha’penny difference to a three bed semi on a leafy avenue in deepest brightest Brighton?

    Or, take Jose (who has now been successfully gender-reassigned and is living a full life as Josephine) – who has more than a few Pesos tucked away for a rainy day… would she like to chuck them all at a nice little pad round the corner from Manchester’s Canal Street?

    I despair of the industry we are allowing ourselves to become.

    Or – is it being made to become…?

    1. E11SNP73

      I find the comments of PeeBee, racist, homophobic and out of the Ark.

      Whilst some may see the world as becoming too PC, and I have a sympathy with that view, comments such as PeeBee makes above should not be tolerated. Whilst I am not gay I have relatives who are and I can see matters from their point of view. I think PeeBee should apologise as his comments demean our profession.


      1. PeeBee

        “I think PeeBee should apologise as his comments demean our profession.”

        Why? Where? How?

        IF you removed your PC-clouded blinkers you would recognise that I am making the VERY pertinent point that the vast majority of THE GLOBAL MARKET these people refer to gives 5h!t_Not_One about properties for sale or to rent in the UK.

        How more homophobic can you get than a site like the subject of the article?

        I have NO prejudices… no hang-ups… and no wishes to upset anyone – other than eejits and those who drag our industry into the mire we are falling @r$£-first into.

        For all you know I could be a Rastafarian Transgender – but you make an assumption that I’m some kind of uber-macho white supremacist.

        Two things here.

        Firstly, I would suggest that you take your head out of your rear; read my comment again… or as often as you need to until the penny drops… and feel ever so slightly embarrassed by your unwarranted post, and

        Secondly – I’d appreciate an apology from your sense of humour that isn’t in synch with the real world.

        1. E11SNP73

          No apology from me, I am afraid.

          Who was it that said “for evil to flourish it is only necessary for good men to do nothing”


          1. PeeBee

            “Who was it that said “for evil to flourish it is only necessary for good men to do nothing” “

            As far as I’m aware, E11SNP73, no-one – in that order of words at least.

            The man credited with the actual quote –

            All that is necessary for the triumph of evil is that good men do nothing”

            – was Edmund Burke (1729 – 1797), but it is disputed that he actually coined the phrase.

            He did, however, come up with the strangely appropriate

            It is a general popular  error to suppose the loudest complainers for the publick to be the most anxious for its welfare.”

            One way or another, I’m pretty sure it wasn’t the same person that uttered one I am particularly fond of –

            “@r$£holes come in all shapes and sizes… but all spout the same 5h!te”

  5. PeeBee

    “Whilst I am not gay I have relatives who are and I can see matters from their point of view.”




    You haven’t got a Scooby; and never will have.  You don’t walk in the moccasins so don’t try to billshut people that you understand those that do.

    Any other ridiculous claims of empathic abilities while you’re on a roll?

    I think it is you that owes the apology – to the entire gay community – for that single line of unadulterated idiocy.


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