The Choices Group has completed its seventh acquisition as part of its current growth drive, purchasing Bath lettings agency The Apartment Company.
The deal strengthens the group’s presence in the South West and forms part of its strategy to build a larger national lettings platform through targeted acquisitions of established independent agencies.
The Apartment Company is considered one of Bath’s best-known boutique lettings businesses, with a portfolio built around high-quality properties and long-standing landlord relationships.
Under the terms of the deal, founder Peter Greatorex will retain ownership of the sales arm of the business, while the lettings operation becomes part of the Choices Group.
MEASURED EXPANSION
Choices founder Simon Shinerock (main picture) reckons that the acquisition reflects a measured expansion strategy rather than a rapid consolidation play.
He says: “Bath is a prime market with discerning landlords and tenants. The Apartment Company has built an excellent reputation, and we are delighted to continue that legacy while bringing the benefits of our wider platform and operating model.”
The group says its owner-led structure allows it to offer flexible deal terms to agency owners considering sale or succession options.
Shinerock adds: “Every owner’s situation is different. Some want a clean and quick exit. Others prefer a phased transition. Some simply want to explore possibilities long before making a decision. Because we’re owner-led, we can structure arrangements that suit the individual rather than force them into a standard template.”
OPERATIONAL TECHNOLOGY
Choices is also promoting a lettings model built around its Primary Tenancy structure and Advanced Rent Option, which allows landlords to receive a full year’s market rent in advance with void protection included.
The firm has also invested in operational technology, including an AI assistant called Lauren, which supports appointment generation and database engagement while the group pilots further automation in property management workflows.
Shinerock says: “The lettings industry is entering a period of rapid evolution. Regulation is increasing, landlords are becoming more cautious, and operational efficiency alone will not be enough to stand out.
“Agencies need both strong systems and a differentiated product. We believe our model provides both.”
