High Net Worth Rentals: How Partridge Homes Works

If you own a premium property and you’re not already working with a specialist, there’s a good chance your property is either sitting at the wrong rent, attracting the wrong enquiries, or both. The high net worth rental market operates on completely different terms to the mainstream lettings sector, and the landlords who do best in it tend to work with agents who understand those terms from the inside.

At Partridge Homes, this is the market we’ve built our lettings business around. We manage hundreds of premium properties across the Midlands, Cheshire, and London, acting for landlords whose homes fall into a category most agents simply don’t have access to. This article explains how we work, who our tenants are, and what landlords can expect when they partner with us.

Who Our Tenants Are

The tenants we place are predominantly from three groups: professional footballers and sports personalities, senior corporate executives relocating for work, and high net worth individuals who choose to rent rather than buy, whether for flexibility, lifestyle, or tax planning reasons.

These are not tenants who browse portals at midnight and send speculative enquiries. They come to us through personal recommendation, through club partnerships, through relocation companies, and through corporate HR departments. Many of them have specific requirements around discretion, speed, and the quality of the property itself. They expect a professional service and they receive one.

Our current portfolio includes properties in Barnt Green from £20,000 per calendar month, homes in Cheshire’s prime markets from £15,000 to £25,000 per calendar month, and a range of London properties up to £30,000 per calendar month. These are not figures we’ve arrived at speculatively. They reflect what well-presented, well-managed homes in the right locations are actually achieving with the right tenants.

The Domino Effect: From Solihull to the Whole of the UK

What started in Solihull and Birmingham has spread, organically and without a marketing campaign, to cover the country. The reason is straightforward: footballers talk to each other.

When a player signs for a new club, one of the first things he needs is somewhere to live. If his teammate at a previous club had a good experience with an agent, that name gets passed on. We’ve seen this play out repeatedly over the years. A player we relocated to the West Midlands recommends us to a new signing at a club in Cheshire. That player tells someone at a London club. The call comes in, we handle it well, and the cycle continues.

It’s the same in the corporate world. A senior executive relocated by his employer has a smooth, well-managed experience. When a colleague is transferred to a different city six months later, the same agent gets the call.

This word-of-mouth pipeline is the foundation of our sports and corporate relocation work. We protect it carefully, which is one of the reasons we’re selective about the properties we take on.

A Q&A with Paul Partridge

You talk about being selective with properties. What does that mean in practice?

“It means we turn properties down. If a home doesn’t meet the standard our tenants expect, taking it on doesn’t serve the landlord or the tenant. Our tenants are paying significant rents and they expect the property to be immaculate, well-equipped, and genuinely ready to live in. If it isn’t, we’ll tell the landlord honestly what needs to happen before we can market it. Some agents take on everything and hope for the best. We don’t work that way.”

What kind of properties are you actively looking for right now?

“We have live demand from sports clients ahead of the new season, and ongoing corporate relocation requirements across the Midlands, Cheshire, and London. We’re looking for large, well-presented homes, ideally detached, with good security, off-road parking, and space. Gated properties are in strong demand. In Barnt Green, we’re letting homes at £20,000 per calendar month and above. In Cheshire, the range is £15,000 to £25,000. In London, we have requirements up to £30,000 per calendar month. The common thread is quality. The property has to be genuinely impressive.”

How does the sports relocation side work? Is it club-by-club or more informal than that?

“Both, depending on the relationship. We work directly with clubs as a formal partner, and we also work informally through player networks. During the 2025/26 season we relocated all 19 of Birmingham City FC’s new signings. Not most of them, every single one. We’re also now working directly with Coventry City FC as their specialist relocation partner. But beyond the formal club relationships, a huge part of what we do comes through personal recommendation. A player we looked after in Birmingham signs for a club in Cheshire, and before the ink is dry on his contract, we’re getting calls about what’s available up there. That’s the domino effect in action.”

What does a landlord actually experience when they work with you?

“They get a managed service that’s built around discretion and minimal friction. Many of our landlords have premium properties and busy lives. They don’t want to be fielding calls at 9pm about a boiler. We handle everything, and we communicate clearly when something needs their attention. The other thing landlords tell us they value is the quality of the tenant. When you’re letting a home at this level, you want to know who’s living in it. Our tenants are vetted, they’re referred, and in most cases they’re known to us before they ever view a property.”

What’s the biggest mistake landlords make in this sector?

“Underpricing, and presenting the property as if it’s a standard rental. A home that could let for £18,000 a month to the right tenant won’t attract that tenant if it’s marketed like a £2,000-a-month flat in Solihull. The photography, the presentation, the way the property is described, the channels it goes through, all of it has to match the calibre of the tenant you’re trying to reach. That’s something we get right, and it’s one of the reasons our landlords consistently achieve strong rents.”

Are the timescales faster in this market?

“Often, yes. Corporate relocations especially tend to move quickly. A company decides to move a senior executive to Birmingham or London and they need a home within two or three weeks. We need to be able to respond to that, which is why having a portfolio of properties that are ready to let matters. Footballers during a transfer window are the same. The deal gets done, the player needs to be in training on Monday, and we have four days to find him somewhere to live. That kind of pressure is normal for us.”

Why Landlords Come to Us

The landlords in our portfolio come from a range of backgrounds. Some are professional investors with large portfolios who want a specialist for their premium assets. Some are homeowners who are relocating temporarily and want their property looked after properly while they’re away. Some have inherited or purchased a premium home and want guidance on what it can realistically achieve.

What they share is an expectation of a proper service and a proper return. The high net worth rental market, when managed well, delivers both. The rents are strong, the tenants are financially robust, and the properties tend to be well maintained because the people living in them are accustomed to high standards.

We’ve built our reputation in this sector over years, across Birmingham, Solihull, Barnt Green, and now nationally. The sports and entertainment relocation work we do for footballers and the corporate relocation partnerships we hold with clubs are part of a broader offer that covers every stage of the premium lettings process, from finding the right tenant to managing the tenancy with the care it deserves.

If you own a property in the Midlands, Cheshire, or London and you’d like to understand what it could achieve in this market, the team at Partridge Homes would be glad to have that conversation with you. Reach us through our contact page or speak directly with Paul to discuss your property and what we’re currently looking for.

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