In a deeply personal and insightful talk at the HMO Summit, the founder of Cosi Living shared a behind-the-scenes look into how their tenant-first philosophy transformed a lockdown idea into one of the most respected HMO operators in the UK—now managing over 400+ rooms with a 100% landlord retention rate and near-zero voids. What follows is not just a growth story—it’s a masterclass in brand-building, sacrifice, and operational excellence in the shared housing sector.
From Prosecco in the Garden to Property Powerhouse
Cosi Living’s journey began during the second national lockdown in 2020, when the founders—then operating under the name J.O. Property Group—used their time to dive deep into the world of HMOs. Instead of succumbing to pandemic-induced uncertainty, they spent days learning, planning, and eventually launching their first property project. It was a time of uncertainty for the entire world, but for this duo, it was a moment of commitment, transformation, and relentless effort.
They built their business with minimal resources, living with family, and spending their days immersed in renovations and strategy. This resilience, coupled with a thirst for knowledge and clarity of purpose, enabled them to turn a 10-bedroom renovation project into the spark that lit a thriving property business.
Fast forward four years, the business has evolved into Cosi Living, a rebranded, purpose-driven HMO operator built on the foundational values of drive, determination, and sacrifice. They now manage and master lease hundreds of rooms, employ a growing team (soon to be seven), and are on track to cross £750,000 in annual revenue.
Foundation of Growth: Drive, Determination & Sacrifice
One of the most powerful visuals shared during the talk was a photo of a makeshift whiteboard filled with scribbles from the early days—a literal vision board that lived in a bedroom in a parent’s house. Every line was a reminder of what needed to be done that day to survive and build.
Drive
Their first property—a 10-bed HMO—was such a demanding project that both founders lost their full-time jobs for prioritizing renovations over targets at work. Instead of backing down, they doubled down. The message on the whiteboard said it all: Get house number two within 30 days—or we won’t cover our monthly expenses. This wasn’t just about ambition; it was a case of survival and an all-in bet on themselves.
Determination
The founders followed a rigorous daily routine: 5 AM wake-ups, cold showers, motivational videos, reading or meditation, daily planning, and exercise. This wasn’t just a gimmick—it created discipline and structure, and became the psychological foundation for tackling each day’s challenges head-on. It taught them how to manage time, maintain mental resilience, and build momentum in their operations.
Sacrifice
Their early budgets were razor-thin. Every outgoing was planned—fuel, food, gym, and even haircuts. They skipped parties, holidays, and other luxuries to focus on getting the business off the ground. They gave up comfort in the short term to build something meaningful in the long term. The idea was simple: say no to distractions and yes to anything that moved the business forward.
The Power of Brand: Why Cosi Living Isn’t Just Another HMO Operator
A pivotal moment in their journey was the rebranding from J.O. Property Group to Cosi Living in 2023. The original name felt corporate and impersonal. As they grew closer to their tenants and refined their mission, they realized their brand had to reflect warmth, personality, and community.
The new brand was more than a name. “Cosi” was chosen to represent the kind of experience they wanted their tenants to have—warm, safe, personal, and inviting. It also subtly nodded to the term “co-living,” connecting them to the broader global movement of shared living with purpose.
They launched a full visual identity with brand colours, a tagline (“A home worth sharing”), a hashtag, and a promise that extended beyond rooms. They branded their spaces, emails, events, and communications, creating a consistent and memorable experience. This clarity of brand identity became their superpower.
A clear example of this impact? One of their housemates, inspired by the brand and the living experience, reached out to apply for a job. She now joins the team—turning a tenant into an ambassador and colleague.
Tenants First, Always: A Business Decision with Heart
At the core of Cosi Living’s growth is an unwavering focus on tenant experience. This isn’t just good ethics—it’s excellent business strategy.
With a newly created role of Head of Tenant Experience, the founder now works full-time to ensure every resident feels heard, appreciated, and part of a community. Their philosophy is simple: if people love where they live, they’ll stay, refer friends, and treat the property like home. This tenant-first philosophy has led to exceptional operational outcomes:
- Nearly 100% occupancy
- Close-to-zero voids
- Tenants moving between properties instead of leaving the brand
- Referrals that reduce marketing costs
The Cosi Club: Designing Moments of Connection
Taking tenant experience further, Cosi Living launched The Cosi Club—a members-only club for housemates. They host events like Pilates, social evenings, and other wellbeing-focused experiences—all paid for by the company.
This initiative is designed to create community and offer value beyond the walls of the HMO. Many tenants are students or early-career professionals, and small gestures like a free wellness event can leave a big impression.
It’s also a direct investment in brand equity: tenants stay longer, feel more connected, and speak positively about the company. For landlords, this means fewer voids, better-maintained properties, and increased asset value.
Selective Growth: Saying No to the Wrong Deals
Cosi Living is disciplined in what properties they take on. If a property doesn’t match the brand’s quality standards, they say no—even when it means sacrificing revenue. This intentional selectivity means that every room they offer feels consistent, managed with care, and aligned with their mission.
Landlords are drawn to this approach because it leads to stronger performance, lower churn, and higher tenant satisfaction. When landlords trust an operator to guard their brand integrity, they become long-term partners—not just clients.
Results That Speak for Themselves
The results of this strategy are undeniable:
- 100% landlord retention
- Rent increases year on year
- Virtually no void periods
- A growing team and footprint
- A clear brand presence that stands out in a crowded market
Looking Ahead: Building a Business That Feels Like Home
The talk ended with a powerful takeaway: when you truly care about your tenants, you don’t just build a property portfolio—you build a business that people love.
In an industry often driven by margins and metrics, Cosi Living stands as a powerful case study that culture, brand, and heart can outperform spreadsheets. By prioritizing people, building a strong identity, and staying disciplined, they’ve created a roadmap for other HMO and co-living operators to follow.
Their message is clear: it’s not just a rental. It’s someone’s home. And if you build with that in mind, you’ll build something that lasts.
In a deeply personal and insightful talk at the HMO Summit, the founder of Cosi Living shared a behind-the-scenes look into how their tenant-first philosophy transformed a lockdown idea into one of the most respected HMO operators in the UK—now managing over 400+ rooms with a 100% landlord retention rate and near-zero voids. What follows is not just a growth story—it’s a masterclass in brand-building, sacrifice, and operational excellence in the shared housing sector.
From Prosecco in the Garden to Property Powerhouse
Cosi Living’s journey began during the second national lockdown in 2020, when the founders—then operating under the name J.O. Property Group—used their time to dive deep into the world of HMOs. Instead of succumbing to pandemic-induced uncertainty, they spent days learning, planning, and eventually launching their first property project. It was a time of uncertainty for the entire world, but for this duo, it was a moment of commitment, transformation, and relentless effort.
They built their business with minimal resources, living with family, and spending their days immersed in renovations and strategy. This resilience, coupled with a thirst for knowledge and clarity of purpose, enabled them to turn a 10-bedroom renovation project into the spark that lit a thriving property business.
Fast forward four years, the business has evolved into Cosi Living, a rebranded, purpose-driven HMO operator built on the foundational values of drive, determination, and sacrifice. They now manage and master lease hundreds of rooms, employ a growing team (soon to be seven), and are on track to cross £750,000 in annual revenue.
Foundation of Growth: Drive, Determination & Sacrifice
One of the most powerful visuals shared during the talk was a photo of a makeshift whiteboard filled with scribbles from the early days—a literal vision board that lived in a bedroom in a parent’s house. Every line was a reminder of what needed to be done that day to survive and build.
Drive
Their first property—a 10-bed HMO—was such a demanding project that both founders lost their full-time jobs for prioritizing renovations over targets at work. Instead of backing down, they doubled down. The message on the whiteboard said it all: Get house number two within 30 days—or we won’t cover our monthly expenses. This wasn’t just about ambition; it was a case of survival and an all-in bet on themselves.
Determination
The founders followed a rigorous daily routine: 5 AM wake-ups, cold showers, motivational videos, reading or meditation, daily planning, and exercise. This wasn’t just a gimmick—it created discipline and structure, and became the psychological foundation for tackling each day’s challenges head-on. It taught them how to manage time, maintain mental resilience, and build momentum in their operations.
Sacrifice
Their early budgets were razor-thin. Every outgoing was planned—fuel, food, gym, and even haircuts. They skipped parties, holidays, and other luxuries to focus on getting the business off the ground. They gave up comfort in the short term to build something meaningful in the long term. The idea was simple: say no to distractions and yes to anything that moved the business forward.
The Power of Brand: Why Cosi Living Isn’t Just Another HMO Operator
A pivotal moment in their journey was the rebranding from J.O. Property Group to Cosi Living in 2023. The original name felt corporate and impersonal. As they grew closer to their tenants and refined their mission, they realized their brand had to reflect warmth, personality, and community.
The new brand was more than a name. “Cosi” was chosen to represent the kind of experience they wanted their tenants to have—warm, safe, personal, and inviting. It also subtly nodded to the term “co-living,” connecting them to the broader global movement of shared living with purpose.
They launched a full visual identity with brand colours, a tagline (“A home worth sharing”), a hashtag, and a promise that extended beyond rooms. They branded their spaces, emails, events, and communications, creating a consistent and memorable experience. This clarity of brand identity became their superpower.
A clear example of this impact? One of their housemates, inspired by the brand and the living experience, reached out to apply for a job. She now joins the team—turning a tenant into an ambassador and colleague.
Tenants First, Always: A Business Decision with Heart
At the core of Cosi Living’s growth is an unwavering focus on tenant experience. This isn’t just good ethics—it’s excellent business strategy.
With a newly created role of Head of Tenant Experience, the founder now works full-time to ensure every resident feels heard, appreciated, and part of a community. Their philosophy is simple: if people love where they live, they’ll stay, refer friends, and treat the property like home. This tenant-first philosophy has led to exceptional operational outcomes:
- Nearly 100% occupancy
- Close-to-zero voids
- Tenants moving between properties instead of leaving the brand
- Referrals that reduce marketing costs
The Cosi Club: Designing Moments of Connection
Taking tenant experience further, Cosi Living launched The Cosi Club—a members-only club for housemates. They host events like Pilates, social evenings, and other wellbeing-focused experiences—all paid for by the company.
This initiative is designed to create community and offer value beyond the walls of the HMO. Many tenants are students or early-career professionals, and small gestures like a free wellness event can leave a big impression.
It’s also a direct investment in brand equity: tenants stay longer, feel more connected, and speak positively about the company. For landlords, this means fewer voids, better-maintained properties, and increased asset value.
Selective Growth: Saying No to the Wrong Deals
Cosi Living is disciplined in what properties they take on. If a property doesn’t match the brand’s quality standards, they say no—even when it means sacrificing revenue. This intentional selectivity means that every room they offer feels consistent, managed with care, and aligned with their mission.
Landlords are drawn to this approach because it leads to stronger performance, lower churn, and higher tenant satisfaction. When landlords trust an operator to guard their brand integrity, they become long-term partners—not just clients.
Results That Speak for Themselves
The results of this strategy are undeniable:
- 100% landlord retention
- Rent increases year on year
- Virtually no void periods
- A growing team and footprint
- A clear brand presence that stands out in a crowded market
Looking Ahead: Building a Business That Feels Like Home
The talk ended with a powerful takeaway: when you truly care about your tenants, you don’t just build a property portfolio—you build a business that people love.
In an industry often driven by margins and metrics, Cosi Living stands as a powerful case study that culture, brand, and heart can outperform spreadsheets. By prioritizing people, building a strong identity, and staying disciplined, they’ve created a roadmap for other HMO and co-living operators to follow.
Their message is clear: it’s not just a rental. It’s someone’s home. And if you build with that in mind, you’ll build something that lasts.
