We wanted to create an organisation committed to making homes that felt particularly healthy, tranquil and environmentally-friendly. Homes that could bring out the best in those living in them.
We have long felt that homes matter, and that a good home can be a source of stability and growth, at a time when our natural, built and mental environments are under strain.
And the numbers seemed to stack up; the investment proposition for London residential was supported by a strong track record and sensible prospects. London residential as an asset class could offer investors confidence of a reasonable risk / return profile over time.
So, we launched greenhomes and set out to create the best homes that we can. Homes that are smart investments for both our investors and our planet. Homes that are beautiful, thoughtful, harmonious and built for our times, in an environmentally-friendly way. Homes that are a sanctuary for our tenants, and an inspiration for others. Homes that draw from, and contribute to, our local communities.
We were lucky to meet good timing; we launched greenhomes while the 2008 financial crisis was unfolding and took advantage of lower market prices for a period. While growing our portfolio of properties, we also developed some of them into energy-saving homes that people really want to live in.
In the last couple of years the head winds got fiercer; we are carrying on, more defensively on the buying front – buying little for the moment – but inspired to bring more ideas to the fore while weathering the market cycle. We see this as the time for us to accelerate and accentuate the transformation of more of our homes so as to continue contributing meaningfully to better living for our tenants.
Blowing our own trumpet? No. We remind ourselves that saying you are great does not always mean you are. We thrive on acting in the best interest of our tenants, our investors, our colleagues, and our community. We know that we will get it wrong at times and we look forward to hearing from you on how we can do better!
London is one of the world’s great cities. It is an engine of the global economy leading in innovation and creativity and attracting bright, inquisitive minds and fiery hearts to its rich blend of diverse communities, vibrant neighbourhoods and beautiful green spaces.
Prime London residential offers an attractive investment proposition; it is characterised by chronic housing under-supply, set against a backdrop of rising demand resulting from: the city’s buoyant service economy; its attractiveness to international buyers; demographic change; and immigration.
Prime London residential delivered consistent returns over the twenty years preceding the 2008 financial crisis while outperforming other asset classes. The fall in prices in 2008 heralded the start of a period of investment opportunity, and was a major catalyst in the growth of our portfolio of properties.
whereabouts in london?
We are currently present in three distinctive areas of West London, each with its own neighborhood feel; we are in W11, W14, NW10.
Notting Hill and Holland Park (W11) are famous conservation areas, home to lovely garden squares, Portobello Market and, nowadays, considerable affluence. Echoes of the area’s past groove come to life during the annual Notting Hill Carnival in August.
To the North, we are in Kensal Green and Kensal Rise (NW10). This area is gritty and fun, home to young hearts; it enjoys speedy transport links to Central London and to the trendy areas of East London.
To the West, we are in West Kensington (W14). This area is far more calm and residential; benefiting from the beautiful green spaces of Holland Park; reputable schools like St Paul’s and the French Lycée; and the retail mecca that is Westfield. With Shepherds Bush on its edge, the pulse of today’s London beats nearby.
our properties: selected exteriors
our properties: selected interiors
our properties: further info
Paola founded greenhomes in 2007 after an extensive career in finance, first in the private sector and then in public service.
This included 4 years of senior management in financial regulation at the Bank of England during the height of the financial crisis (2009-2013); over 3 years of senior management roles with private equity-held companies of Clayton Dubilier & Rice; and 11 years of investment banking in M&A, corporate finance and restructuring. Paola received a MBA at Harvard Business School (1997) and a BA in Economics and International Relations at Brown University (1986).
greenhomes is an entrepreneurial venture that reflects Paola’s ethos on small business and corporate citizenship.
What does the future hold for us?
Our financial performance will be linked to the performance of the London residential property market, which is susceptible to local policy and global economic and geopolitical events. The current down cycle could be long but we have confidence in the asset class and in our ability to manage our business through the cycle.
We know that we are doing the right thing, and our plans over the next 5 years reflect our commitment. We would like to continue to grow at a similar rate, embracing new knowledge and innovation in technology, while finding more ways to bring positive change to our ever growing network of tenants, investors, suppliers and communities. We would like to see our West London model replicated in else where.
We recognise that much of what we do is well-known and understood. Others are working on similar initiatives and that makes us very happy. We are a small part of a movement that requires everyone to get on board. We love our team, our vision and what greenhomes does. We hope that by doing our best in playing our part, we will all enjoy a better way of living.
a better way of living, starting at home.