Brand You Magazine, November 2025

The property dream is no longer a nightmare

And why doing good and doing well shouldn't be mutually exclusive

There's a growing wave of women, especially in business, who are asking better questions. Not just "how much can I make?" but "what difference can I make?"

The traditional model is broken - but there is another way

For decades, the path was clear: go to school, get a job, buy a home. But for many, that dream has become increasingly out of reach. It's something I saw over and over again: people who were more than ready to buy, but locked out of the system. Self-employed. Navigating divorce or solo parenting. Rebuilding credit after a setback. Many had solid incomes but little or no deposit. Others simply didn't fit the tick-box mould of a 'traditional' buyer. Many were entrepreneurial, hardworking women juggling careers and care, but still they were blocked by the system's rigid rules. It hit me hard. Not just because I'm a mum, or because I know how important a stable home is - but because the housing model is broken. It traps people in an endless cycle of renting with no way out. I knew there had to be a better way, and that business could be part of the solution.

So, I created BeHomed with a simple goal: to offer a different route that works for landlords and aspiring homeowners alike.

The people falling through the cracks

The mortgage system was built for a different era. Today, more of us are freelance, self-employed or building multiple income streams. We may have had a financial blip, be new to the country or are simply doing things a different way. But that doesn't mean we're not ready to own a home. And yet many of us find ourselves stuck, paying more each month in rent than a mortgage, but with no way to prove we're 'mortgageable'. And it's not just frustrating - it's disempowering. It delays wealth-building. It chips away at confidence, and limits choice and freedom. Looking ahead, there's a deeper question no one seems to be asking: How will people be able to afford to retire? Rents will keep rising but the state pension won't come close to covering them. Without the security of owning a home outright, many will find themselves facing financial stress well into later life. I don't think that's good enough. And I don't think we can wait for the government to fix it - the system's been failing people for far too long already.

To offer a different route that works for landlords and aspiring homeowners alike.

Building BeHomed - a business rooted in values

BeHomed was designed to offer an alternative: a structured, rent-to-own route that gives people a chance to move into their future home right now - and work towards buying it over time.

Here's how it works in a nutshell:

We lease properties from landlords on a fixed-term agreement. They get guaranteed rent, no voids, no fees, no maintenance to worry about - and a pre-agreed sale price. We then place a carefully vetted tenant-buyer in the property. That person rents the home for five to seven years, paying an agreed, affordable top-up each month that helps build their deposit. When they're ready, they buy it at the agreed price. They know exactly what they're working towards. The goalposts don't move, so they can plan, save and budget with confidence.

It's not charity or high-risk. It might sound too good to be true, but it's not.

It's simply a fairer, more flexible way of doing things that creates a win-win for everyone involved. It's not a silver bullet either. And it's not always easy, otherwise everyone would be doing it! BeHomed offers a hand up, not a handout. It creates opportunity and dignity, and shows that values-led business can be both purposeful and profitable.

Purpose and profit not either/or

Here's what I believe, deeply: you don't have to be a social enterprise to make a positive impact. BeHomed is a business. But it's built on integrity, contribution and care. And that's not in spite of our profitability -it's part of it. There's a growing wave of women, especially in business, who are asking better questions. Not just "How much can I make?" but "What difference can I make?" Not just "How do I scale?" but "What legacy am I building?" For me, that legacy isn't just about housing. I'm also a proud supporter of The Hunger Project, an organisation focused on helping people, especially women, to end hunger through sustainable, community-led development. It shows what can happen when we stop chasing quick fixes and back long-term, people-first solutions.

That's the shift I want to see more of.

BeHomed is part of a broader vision: to help people build lasting financial empowerment and a foundation for the future. Owning your own home is a milestone, and a launchpad. It creates breathing space to make better choices, from saving and investing, to starting a business, or simply feeling safe. This is about more than housing. It's about freedom. That's the shift I want to see more of. Because when you build something that genuinely helps others - whether through housing, coaching, wellness, or tech - you're not just building a brand, you're shaping the future.

Why landlords are saying yes

It's not just tenant buyers who benefit from this model. Landlords are increasingly open to alternative solutions, especially in today's financial climate. With regulation tightening, taxes rising and yields shrinking, many landlords want to exit, but dread the hassle. Others want steady, low-maintenance income for the next few years, without the usual stress of managing tenants, and dealing with repairs. With our hands-off, guaranteed rent model, landlords have a clear exit with a defined timeframe, a pre-agreed sale price, and no management headaches along the way. They know exactly when and how the property will be sold - and they get to play a part in helping someone onto the property ladder. It's smart, simple and it feels good.

A message to purpose-driven women in business

If this resonates with you - whether you're a landlord, an impact-driven investor, or a developer who wants to be part of the solution - then consider this your invitation! When we align profit with purpose, everyone benefits. And just imagine what we could do if more of us joined forces. The changemakers. The collaborators. The quiet champions and bold believers. When we build with purpose, we don't just change systems -we change lives. •

When we build with purpose, we don't just change systems - we change lives

Buy issue 41: print version / digital version