ACQUISITION SERVICES SUPPLIER OF THE YEAR
Some businesses just stand out.
Keatons is one of them — a name synonymous with trust, transparency, and exceptional service across East London for nearly 30 years.
So when the directors decided it was time to sell, it was a huge honour that they chose Atomic Consultancy to lead the process.
“We’ve admired Keatons as a brand for years — so to be trusted with such a personal and important milestone in their journey was a real privilege,” says Lucy Noonan, Founder of Atomic.
This is the story of how Atomic delivered its biggest estate agency sale to date — a multi-million-pound transaction, completed in record time — and how a respected independent agency found the right home to carry its legacy forward.
A Reputation Buyers Were Eager to Own
Established in 1995, Keatons quickly became known for doing things the right way.
The team built their Estate Agency reputation on customer care — achieving some of the highest Trustpilot ratings in the industry, being voted Best East London Estate Agent, and receiving an “Exceptional” rating from Rightmove.
The agency had grown to a significant size with 7 offices across London and managed 2,500 properties, a healthy sales pipeline, and a loyal, experienced team of 90 staff members.
Several branches were ranked #1 for lets agreed, reinforcing their dominance in the local market.
So when the business was quietly introduced to the market, it’s no surprise that it attracted multiple offers from serious buyers.
A Perfect Match – and a Race Against the Clock
Keatons received five offers, all from buyers within Atomic’s trusted network. But one stood out — Dexters, one of London’s most active acquirers.
“Dexters not only made a very strong offer — they were able to move quickly. And in this case, speed was critical,” says Lucy.
With the BADR tax relief deadline looming on 5th April, there was a real need to get the deal done — fast. Dexters had the advantage of an in-house legal team and a clear appetite to acquire a brand that complemented their own.
The deal was agreed on 1st March and completed ahead of deadline. That’s less than 12 weeks from first discussions to final signatures — an extraordinary pace for a deal of this size.
“We don’t want to suggest this speed is normal — it’s not. What made it possible was a shared commitment from all parties and a huge amount of trust,” Lucy adds.
Preserving the Keatons Legacy
More than anything, the sellers wanted to protect what they’d built. That’s why one of the biggest wins of the deal was that Dexters will keep the Keatons brand name — ensuring continuity for customers and staff.
Some of the directors will stay on to support the transition, while others are stepping back to focus on new opportunities.
“It was really important to the team that the name, the culture, and the customer relationships remained in place,” says Lucy. “We’re proud to have found a buyer that understood and respected that.”
Why Keatons Chose Atomic
This wasn’t a done deal from the outset. Keatons were in conversations with more than one broker — and Atomic had to prove why we were the right partner.
“We put together a presentation to show our knowledge, network, and approach — but more than that, we showed our values. We care deeply about the businesses we work with. I think that came across,” Lucy reflects.
After being appointed on early in January, Atomic moved fast — building a detailed sales pack and a full business valuation before launching the business to market at the end of the month.
From there, our team handled everything from managing multiple offers to leading negotiations and coordinating due diligence — all while ensuring complete discretion.
“Atomic – 6-Star Review. Deciding to sell your company after you have fully immersed yourself in it for the last 28 years is a massive decision. One that is so emotionally tied the brand you have created, your colleagues, friends and business partners, that at times it can be completely overwhelming. When you do finally make the decision, you are immediately faced with another incredibly important one: Who is the best company to act for business?
It was critical for us to use a company that had: An impressive track record in agreeing many successful deals, coupled with great knowledge and a detailed understanding of the industry landscape.
This had to run alongside a real drive and enthusiasm that would endure through the whole process while maintaining a focus on all the details. Well, Lucy, Laura and Samantha at Atomic Consultancy have been truly incredible from start to finish. Their knowledge, drive, enthusiasm and work rate has exceeded our expectations and delivered a result that we are over the moon with.
We would recommend Atomic Consultancy without hesitation to anyone considering this very important decision. You really have all been Amazing!!!” Says Kye Wheatley, Managing Partner at Keatons.
“The trust Keatons placed in us, especially given the size and visibility of their business, meant the world,” Lucy says. “This deal was special — and we gave it everything.”
A Milestone for Atomic — and We’re Just Getting Started
This deal marks a new chapter for Atomic Consultancy. It’s not just our largest deal to date — it’s proof that our model works at every level.
- We know the buyers.
- We act quickly.
- We fight for the best result.
- And we care.
“This is the kind of deal that shows what’s possible when the right people work together with a shared goal. We’re proud of what we achieved — and more excited than ever about what’s next,” says Lucy.
Thinking of Selling?
If you’re an estate or lettings agency owner considering your next move, we’d love to have a confidential conversation.
Whether you’re actively preparing to sell or just exploring your options, we’re here to guide you every step of the way — honestly, respectfully, and with real results.