Point Properties

What Point Properties does

Point Properties is a Liverpool-based, privately held letting and property management agency operating across Merseyside and the wider North West of England. Founded in 2004 and led by owner/CEO Keeley Farage (three decades of industry experience), the firm runs an integrated service portfolio covering residential lettings and management, property sales, commercial property management, HMO specialist services, student accommodation, investment advisory, and in-house maintenance and refurbishment. The company reports it serves over 100 commercial businesses and 800+ individuals, manages 100,000+ sq. ft. of commercial space at a 90% occupancy rate, and operates under a small team (11-50 employees, eight named individuals including senior property managers and a commercial associate hired in January 2024).

The business operates a multi-channel go-to-market: a direct website with property search and valuation tools, distributed listings on Rightmove and OnTheMarket portals, a content marketing blog, and a physical office at 182-184 Smithdown Road, Liverpool. Technology infrastructure is modest and non-proprietary: third-party property management software (10ninety platform, indicated by the maintenance portal URL), standard CRM and email, and basic website analytics. The firm is differentiated primarily through in-house maintenance capability (versus outsourced competitors), local market knowledge, and specialist HMO and student accommodation services in a Liverpool market anchored by three universities.

Point Properties earns revenue through three streams: (1) transaction commissions of 1% + VAT on property sales (residential and commercial); (2) recurring management fees of 8% + VAT on rental income from fully managed lettings (covering tenant sourcing, referencing, rent collection, maintenance, and compliance); and (3) commercial property management fees on its 100,000+ sq. ft. portfolio. Additional revenue comes from student accommodation (£90-£120 PPPW) and ancillary services. Compliance memberships include The Property Redress Scheme (PRS), Client Money Protect (CMP), and the Tenancy Deposit Scheme (TDS). No external funding, M&A activity, or institutional ownership has been disclosed; the company remains founder-led and independent.

Name

Point Properties

Legal name

PointProperties

Website

https://pointproperties.info

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Point Properties is a Liverpool-based, privately held letting and property management agency offering residential lettings, sales, HMO, student accommodation, commercial property management, and in-house maintenance across Merseyside and the wider North West of England.

Ownership category

akta.pro rank

Headquarters

HQ city

Liverpool

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Property Sales Commission: Point Properties earns commission on residential and commercial property sales through a competitive fee structure. The standard sales fee is 1% + VAT of the property sale price. This covers professional marketing, property valuations, and end-to-end support from listing to completion.
2. Lettings & Property Management: The company generates recurring revenue through property management fees charged to landlords. Management fees are typically 8% + VAT of rental income collected. Services include tenant sourcing, referencing, rent collection, maintenance, and legal compliance.
3. Commercial Property Management: Point Properties manages commercial properties including office spaces, retail units, and industrial premises. They oversee over 100,000 sq. ft. of commercial space with a 90% occupancy rate, serving over 100 commercial businesses.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Point Properties is a Liverpool-based letting agent and property management firm that acquires, lists, manages, and sells residential, student, HMO, and commercial properties across the North West of England. The firm delivers end-to-end services spanning tenant sourcing, referencing, rent collection, maintenance, refurbishment, sales transactions (charging 1% + VAT), and ongoing management (charging 8% + VAT), supported by distribution through its own website, Rightmove, and OnTheMarket.

Product overview

Point Properties operates as a Liverpool-based letting agency and property management company offering a unified suite of services organised around distinct property segments. The core portfolio consists of six integrated services: Property Lettings & Management (covering residential, student, and HMO tenancies), Property Sales, Investment Support, In-House Maintenance & Refurbishment, Student Accommodation, Commercial Properties, and HMO Property Services. Each service is supported by a dedicated team of specialists, and the company maintains its own in-house maintenance and refurbishment capability to ensure quality control across managed properties.

Differentiator

Problem solved

Functional benefit

Products and services

• Property Lettings & Management Full-service residential property letting and management for landlords, covering tenant sourcing, referencing, rent collection, maintenance, and legal compliance across student lets, professional HMOs, and residential homes in Liverpool and the wider North West. Recurring fees at 8% + VAT of rental income collected.
• Property Sales Residential and investment property sales services handling marketing, negotiations, and end-to-end transactions from listing to completion. Sales commission set at a competitive 1% + VAT, with flexible 7-day-a-week service.
• Investment Support Property investment advisory for landlords and investors identifying high-yield opportunities (typically 7-14% gross yield) in Liverpool, guiding clients through acquisitions, lettings, compliance, and ongoing management.
• In-House Maintenance & Refurbishment Proprietary maintenance and refurbishment services delivered in-house rather than outsourced, providing tighter control, faster turnarounds, and consistent standards for managed properties.
• Student Accommodation Fully furnished student housing across Liverpool (City Centre, Baltic Triangle, Smithdown Road) for University of Liverpool, Liverpool John Moores University, and Liverpool Hope University students. Pricing ranges from £90 to £120 per person per week (£250 deposits), with bills-included options available.
• Commercial Properties Commercial property sales, lettings, and asset management across Liverpool, covering retail spaces, modern offices, industrial units, and hospitality venues. Manages 100,000+ sq. ft. of commercial space at 90% occupancy, serving 100+ commercial businesses.
• HMO Property Services Specialist HMO (House in Multiple Occupation) property management and investment services in Liverpool, maximising rental income (up to 12% gross yield), maintaining high occupancy, and ensuring HMO licensing and safety compliance.

Quantifiable outcome

• 90% occupancy rate on commercial portfolio
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• RightmovecoreChannel Partner/ Reseller/ DistributorPoint Properties maintains an active profile on Rightmove, the UK's largest property portal. Their logo appears on their website linking to their Rightmove agent profile, providing property listings with maximum visibility to Rightmove's millions of monthly users.
• OnTheMarketcoreChannel Partner/ Reseller/ DistributorPoint Properties lists properties on OnTheMarket, a major UK property portal. Their listings are distributed through this platform to reach additional property seekers beyond their direct website traffic.
• The Property Redress Scheme (PRS)minorOthersPoint Properties is a member of The Property Redress Scheme, a government-approved consumer redress scheme for property agents. Membership provides consumer protection and dispute resolution services.
• Client Money Protect (CMP)minorOthersPoint Properties is protected by Client Money Protect, which safeguards client money held by property agents. This provides financial protection for landlords' and tenants' funds held by the agency.
• Tenancy Deposit Scheme (TDS)minorOthersPoint Properties uses the Tenancy Deposit Scheme to protect tenant deposits, providing a free government-approved deposit protection service for residential tenancies.

Scale indicators7 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Belvoir Lettings: UK franchise network specializing in residential lettings and property management with multiple regional offices. Highly comparable business model focused on landlord services and recurring management fees.
• Hunters Property Group: National UK estate and letting agency franchise with strong North West coverage including Liverpool. Comparable service mix (sales, lettings, property management) and similar SMB landlord/investor target segments.
• Acumen Estates: Liverpool-based independent estate and letting agent serving the Merseyside market with sales, lettings, and management services. Directly comparable scale, geographic focus, and service offering to Point Properties.
• Sutton Kersh: Liverpool-headquartered estate and letting agent offering residential sales, lettings, and property management across Merseyside and the North West. Direct competitor with overlapping geographic footprint, services (sales, lettings, HMO), and customer base (landlords, investors, tenants).

Broad incumbents

• Spicerhaart: One of the UK's largest estate and letting agency groups with national coverage including Liverpool and the North West. Provides overlapping services (sales, lettings, management) as part of a broader portfolio rather than specializing in the regional niche.
• Foxtons: Major UK estate and letting agency known for London-centric operations but with a broader national footprint. Comparable in offering full-service sales, lettings, and property management to landlords and tenants.
• Reeds Rains: Established UK national estate and letting agency with branches across the North West. Offers comparable residential sales, lettings, and management services but operates as part of a wider, diversified portfolio.
• Century 21 UK: International real estate franchise with UK operations including the North West. Comparable in offering sales, lettings, and management through a multi-branch agency network serving similar SMB landlord/investor segments.

Regional players

• Entwistle Green: North West-focused estate and letting agency (part of the Connells Group) with strong Liverpool and Merseyside presence. Comparable services and customer base, with backing from a larger national group providing different scale dynamics.

Emerging players

• Purplebricks: UK hybrid online estate agency that disrupted the traditional high-street agent model with lower fixed fees. Notable adjacent competitor shaping pricing expectations in the UK lettings and sales market that Point Properties operates in.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Customer concentration

• LinkedInlinkedin.com/company/pointpropertiesliverpool

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Point Properties