The Sale of Brookdale Property Management

When Dave and Alison Curtis founded Brookdale Property Management in 1989, they were clear about the kind of business they wanted to build.

Not the biggest. Not the loudest. But one that genuinely did things properly.

From day one, Brookdale focused on long-term relationships, consistent service and making decisions based on what was right for landlords and tenants, not what delivered a quick win. 

The team operated without commission structures, allowing staff to act as if they were selling or letting their own homes.

Over time, that approach built trust, loyalty and a strong reputation across the Peterborough market. In 2023, Brookdale was awarded Best Letting Agency (Gold), a moment that felt like a milestone for Dave and Alison and a recognition of everything they had worked so hard to create.

By the time Atomic Consultancy became involved, Brookdale was a well-run, highly regarded lettings business with a close-knit team and long-standing landlord relationships. But for Dave and Alison, the next chapter was starting to come into focus.

An Emotional Decision, Not a Rushed One

The decision to sell Brookdale was linked to retirement, but it was never just about timing or money.

For Dave and Alison, the business represented years of commitment, responsibility and pride. The thought of stepping away raised bigger questions: what would happen to the team, how would landlords be looked after, and would the values Brookdale was built on be respected?

Lucy Noonan, Founder of Atomic Consultancy, explains:

“Sales like this are emotional because they should be. When someone has built a business with care and integrity, selling it isn’t just a transaction. Our role is to protect what matters to the seller while guiding them towards the right outcome.”

Any sale would need to feel right, not just look right on paper.

Bringing Atomic in at the Right Time

Atomic first met with Dave in April 2025, carrying out a valuation and talking through what a sale could look like, without pressure or assumptions.

The business went to market at the end of May, with confidentiality a key concern. Dave was particularly nervous about staff finding out too early, something Atomic managed carefully throughout the process.

While the preparation phase moved efficiently, it was never rushed. The focus was on positioning Brookdale honestly, highlighting its strengths, and being clear about the type of buyer the sellers wanted to attract.

Interest, Offers and a Clear Choice

Brookdale generated strong interest and multiple offers.

For Dave and Alison, this was reassuring, but it also reinforced the importance of choosing the right buyer, not simply the highest one. They wanted a future for Brookdale that protected the people inside it and the service landlords had come to expect.

Dwelly stood out for a combination of reasons. The offer was strong, but just as importantly, their approach aligned with what the sellers wanted for the business going forward.

Lucy reflects:

“When sellers have clarity about what matters to them, it makes decision-making far easier. In this case, it wasn’t price versus values. The right buyer delivered both.”

Completing the Sale

As the deal progressed, Atomic remained closely involved, managing communication, guiding negotiations and supporting the sellers through the final stages.

Jason from the Atomic team provided hands-on support, including out-of-hours contact when required, helping to keep everything moving smoothly.

For Dave and Alison, having a calm, experienced team around them made a significant difference during what was an emotional and demanding period.

A Seller’s Perspective

Looking back on the process, Dave and Alison’s feedback reflects both the emotional weight of the decision and the importance of trust:

“From the outset, we knew that we didn’t need to look anywhere else. Lucy was straightforward, knows the market and inspired confidence (which was well placed). All the team understood our needs and issues as they arose and communicated swiftly and efficiently throughout the process.

At the closing points of the process, Jason continued the excellent support and communication, out of hours when necessary.

We wholeheartedly recommend Atomic because of their strong ethos of fairness and transparency as well as their efficiency and effectiveness.” – Dave & Alison Curtis – Former Owners

Leaving Brookdale in Safe Hands

Following completion, Dave stepped back into retirement, knowing Brookdale had a clear future. Richard Burke remains as Managing Director, continuing to lead the business and providing continuity for the team and clients.

For Dave and Alison, that continuity mattered deeply. The business they built was not simply sold, but carefully handed over.

Atomic’s Role

This sale reflects how Atomic works with clients who care deeply about what they have built.

It is not just about valuations or timelines, but about understanding the human side of selling a business. Protecting confidentiality. Managing emotion. Balancing value with fit. And guiding sellers through a process many will only experience once.

As Lucy puts it:

“Our responsibility is to help business owners exit in a way they feel proud of. When that happens, it’s not just a successful sale, it’s the right one.”

Final Thoughts

The sale of Brookdale Property Management was the end of one chapter and the beginning of another. It was thoughtful, emotional and ultimately successful on the sellers’ terms.

If you are thinking about selling your estate or lettings agency, now or in the future, Atomic Consultancy offers honest advice, sector expertise and support built around what matters most to you.

A confidential conversation can often be the best place to start.