Meet Adam Goff

In this episode of Deal Finder’s Corner, Guillaume Black welcomed Adam Goff, a successful entrepreneur who scaled and exited his London-based rent-to-rent business, Capital Living. Adam now enjoys life by design, commuting once a month from Bali, where he balances his time between teaching as the head trainer of the Property Entrepreneur program and living intentionally. With a wealth of experience in property and business, Adam shares invaluable insights on scaling, systemising, and achieving financial independence.

The journey of scaling capital living

Adam’s entrepreneurial journey began in 2009 when he founded Capital Living, a rent-to-rent co-living business in London. With just £12,500 saved up, minimal experience, and a lot of ambition, Adam’s strategy was to take advantage of the empty properties during the financial crisis, offering landlords guaranteed rent. By 2021, Adam had successfully scaled his business to 50 properties, exited, and retired financially.

"Timing is everything. There’s a good opportunity now with the market as it is. You’ve got to look at what everyone else does and do the opposite."

This approach helped Adam thrive in a challenging market, recognising opportunities where others saw obstacles. He emphasised the importance of timing and staying ahead of the competition by taking calculated risks, particularly when the market is uncertain.

Building a life by design

One of Adam’s key messages throughout the talk was the concept of life by design—living intentionally and with purpose. He shared how his business success allowed him to move to Bali and live the life he envisioned, while still staying connected to his business by commuting back to the UK monthly.

"We don’t get into business to live the 9-to-5. Life by design is about living the life you want, not just working to someone else’s plan." 

Adam’s vision wasn’t just about financial gain but also about creating a life he truly wanted. He shared his personal journey of planning his exit early on, designing his future with clear intentions, and ensuring that his business was a stepping stone to his broader life goals.

Key strategies for scaling your rent-to-rent business

Adam provided practical advice for those looking to build and scale a rent-to-rent business. He highlighted the importance of having a business model that stacks up financially, where the numbers make sense. He shared that entrepreneurs should approach their property deals with a business mindset, ensuring profitability over sheer volume.

He also discussed the challenges of managing a growing rent-to-rent portfolio, particularly when it comes to scaling efficiently. Adam recommended that businesses aim to have ten properties before considering scaling further, as this number can typically be managed by one person. For those looking to scale beyond that, having systems and a strong team in place is crucial to avoid burnout.

Success is not about doing more deals

Interestingly, Adam’s advice runs counter to the common notion that more deals always equal more success. Instead, he advocated for focusing on profitability rather than just accumulating deals. He shared his experience of navigating the pressure to grow, emphasising that more revenue doesn’t always translate to more profit.

"More revenue doesn’t equal more profit. Sometimes, growing too fast can break you. It’s about finding the balance between growth and profitability."

Adam stressed that finding the right balance and being strategic about growth is the key to long-term success in the property business. Entrepreneurs should focus on building a lean, profitable business rather than simply pursuing more deals for the sake of it.

Conclusion

Adam Goff’s success story offers valuable lessons for anyone looking to scale their property business. His approach, rooted in intentionality, timing, and a strong business model, is a testament to the power of living and working with purpose. His blueprint for success combines smart risk-taking, careful financial planning, and a focus on life by design.

If you want to learn more about building and scaling your property business, watch the full episode of Deal Finder’s Corner with Adam Goff and subscribe to our YouTube channel for more expert insights. For personalised advice, connect with Adam Goff on LinkedIn.

Additional Resources

• 30+ HMO deals in the last 18 months with Property Filter conversation with Phil Bygrave

• 50+ BRR Deals & Business Success: Top Tips & Tactics Revealed with Terry Blackburn

• 5 Deals in one go with Property Filter featuring Nisha and Jasdeep Jassal

Deal Finder's Corner is your weekly property talk show, proudly brought to you by Property Filter. Our mission is to equip you with the best resources by inviting expert guests to share the most up-to-date and effective strategies, tactics, and insights for finding and securing property deals across the UK.