CASE STUDY

AP Morgan

A 450+ property lettings portfolio sold to Dwelly, with Atomic Consultancy supporting a strategic shift towards residential sales.

Business Name:
AP Morgan

Location:
Redditch

Years in Business:
Established 2020

Size of Business:
450+ managed properties

Services Offered:
Residential sales and lettings (lettings portfolio sold; sales retained)

Challenges & Goals of Selling the Estate Agency

AP Morgan built a strong presence in the Redditch property market, developing a substantial lettings portfolio of over 450 managed properties alongside an established sales operation.

Awais Ahmad, the main contact throughout the process, made the decision to sell the lettings side of the business in order to focus fully on the sales division.

The goal was to achieve a clean and well-managed partial exit, ensuring the lettings portfolio was transferred to a capable operator while maintaining continuity for landlords and tenants. It was also important that the transition allowed the remaining sales business to continue operating without disruption.

Atomic Consultancy’s Approach

Atomic Consultancy led the deal with Lucy Noonan and Jason Davy at the helm, working closely with Awais Ahmad from AP Morgan to carry out a detailed valuation and position the portfolio effectively within the market.

With over 450 managed properties, the business attracted strong interest from buyers looking for high-quality, scalable lettings portfolios. Atomic introduced the opportunity to a targeted network and identified Dwelly as a strong strategic fit.

Throughout the process, Atomic managed negotiations, maintained clear communication between all parties, and ensured alignment across both sides of the transaction. Their hands-on approach helped keep the process moving efficiently, supporting a smooth transition of the portfolio while allowing the sales arm of the business to continue operating.

Key Takeaways

Redditch-based estate agency with a large lettings portfolio
450+ managed properties included in the sale
Sale driven by a strategic decision to focus on sales
Atomic Consultancy led by Lucy and Jason delivered full deal support
Portfolio sold to Dwelly as part of a structured partial exit

Feedback

“A great service from start to finish. A great valuation and a competitive tender process ran efficiently and then pushed to completion efficiently. Happy to recommend to anyone looking to sell their Lettings business. Jason was exceptional during the transaction and was super proactive with his communications with both sides.”

Awais Ahmad

Final Thoughts From Atomic

AP Morgan was a strong, high-performing business with a significant lettings portfolio. It was a pleasure to support Awais through a strategic partial sale, ensuring the portfolio transitioned smoothly while allowing him to focus on the next phase of the business. We’re proud to have delivered a successful outcome for all parties involved.

Jason Davy, Acquisitions Manager – Atomic Consultancy