PROJECT FLORENCE
Project Florence: A three-bedroom semi-detached home located in Sutton Coldfield, sourced off-market during a period of extremely high demand.
With over 40 enquiries and multiple offers above ours, securing this opportunity required more than just a number — it required a complete strategy.
What won this deal wasn’t price — it was strength of position:
- Full cash offer
- Fast completion
- Experienced solicitors
- Clear, confident intent
That combination put our investor ahead of the competition and secured the purchase.
Strategy
The original approach for Project Florence was a BRRR strategy (Buy, Refurbish, Refinance, Rent) with a standard AST rental exit. No supported living, no alternative exit plans — just a straightforward, value-add investment based on fundamentals.
NUMBERS & ANALYSIS
Item Figure
- Purchase Price: £325,000
- Market Value at Point of Sale: £350,000–£360,000
- Renovation Estimate: £90,000
- Total Cost (Est.): £415,000
- Expected End Value (EV): £500,000–£550,000
- Expected Rent (AST): £1,400–£1,500 pcm
Yield on Cost
- With rent between £1,400–£1,500pcm:
- Low end: ~4.0%
- High end: ~4.3%
Refinance Projections
- (Based on 75% LTV)
- Scenario Refinance Amount Estimated Cash Left In
- EV £500,000 £375,000 ~£40,000 remaining
- EV £550,000 £412,500 ~£2,500 remaining — nearly a no-money-left-in deal
Depending on final valuation, this project could range from a strong capital-back deal to an almost full recycle — an exceptional position for a BRRR in this price bracket and location.
Our Role
J&J handled:
- Deal sourcing
- Offer negotiation
- Full due diligence
- Comparable and valuation analysis
- Investor pack and financial breakdown
- Ongoing involvement during refurbishment
The vendor is currently managing exit options — however, if the decision is made to sell rather than hold, they will utilise our trusted network for agent, legal and finance support.
Current Status
The project is now under renovation, transforming a tired property into a high-quality family home aligned with the area’s premium market.
Updates will continue to be documented — from the first rip-out to the final valuation.
Project Florence demonstrates what a well-structured offer, strong positioning, and data-driven strategy can achieve — even in a competitive environment.