A Day in the Life of Sophie Quelch – Bringing Build to Rent to Life

If you’ve ever wondered what really goes on into bringing a Build to Rent scheme from concept to community, look no further than Sophie Quelch. Part strategist, part problem-solver, part show-home stylist… and full-time dog mum to miniature dachshund Pippa.

We sat down with Sophie to talk about her day-to-day, her love for psychology, the proud moments, the challenges and of course – the fun stuff!

A Day in Sophie’s Working Life

Sophie’s day kicks off with portfolio performance meetings, where she reviews everything from voids and arrears to maintenance spend. These session matter, she says, because “it’s all about transparency and keeping clients fully informed.”

After that, she shifts her attention to her team – a part of the day she really values. “Coaching and development are key parts of my role,” Sophie explains. Regular check-ins help her understand where support is needed and ensures everyone feels equipped for what’s ahead.

The rest of the day can take many shapes: carrying out compliance audits, checking licence statuses, reviewing KPIs or preparing dashboards and Opex reports before walking clients through insights.

It’s varied, fast-paced and collaborative, just the way Sophie like it!

Why Build to Rent Stands Out

One of the most rewarding parts of her work is being involved from the very beginning. Sophie loves shaping strategy through EVR assessments, demographic analysis and tender support. These early steps give her a deep understanding of each scheme’s potential.

But what she’s especially proud of is how her department has grown. “It’s been amazing to see how the journey has progressed,” she says. “Knowing I’ve helped shape processes and support the team has been a real highlight.”

Navigating Client Variety

Every client has different needs and for Sophie, that’s both the challenge and the charm of the job. No two communication styles or reporting expectations are ever the same.

To stay aligned, she leads onboarding calls with every new client to map out their priorities and preferred ways of working. These aren’t one-off conversations; she revisits them monthly so the service can evolve as the client’s needs do.

The adaptability is part of what keeps her work dynamic and rewarding.

Bringing New Schemes to Life

Sophie’s creative streak comes into full force when working with investors and developers of new schemes. She builds tailored marketing strategies, orchestrates open days, dresses show homes, arranges decorators and even designs small incentives to excite prospective residents.

She explains, “Understanding the local demographic is key – it helps us tailor everything from the look of the show home to the type of incentives we offer.”

Her strong relationships with partner providers also help maximise reach through collaborative social content and shared marketing costs. The end result? Campaigns that feel thoughtful, tailored and impactful.

A Project Worth Shouting About

One highlight for Sophie has been supporting the marketing launch of Stanton Cross. Partnering with local media helped secure strong coverage, while a set of bespoke brochures brought the development to life on paper.

The early response has been excellent, something Sophie credits to a “real team effort and lots of hard work behind the scenes.”

If Not Property…

Sophie has long had an interest in psychology. She’s fascinated by what motivates people and how they think, something she feels actually complements her role in property and marketing. After all, both are rooted in understanding what drives decisions.

Just for Fun: The Sophie Edition

• Biggest work ‘ick’:
  “When someone takes credit for a team effort.”
• Advice to her younger self:
  “Be confident in your decisions. Trust your instincts, they’re usually right.”
• If she could live in any development she’s worked on:
  Bucklers Park, the place that feels like home.
• Hidden talent:
  Keeping busy - whether she’s baking or knitting, she loves ending the day having made something.
• Daily non-negotiable:
  A walk with Pippa, her miniature dachshund and unofficial wellbeing coach.
• Favourite scent:
  Jo Malone English Pear & Sweet Pea, the fragrance she wore on her wedding day.

Sophie brings heart, clarity and creativity to everything she works on, from early strategic planning through to launch-day finishing touches. Her ability to blend data with instinct, and structure with creativity, makes her a true driving force in our Build to Rent Team.