Choosing the right region is a critical decision for any property investor. According to James Lovell-Smith, Director of Lovellets Properties Limited, Yorkshire and Derbyshire represent the UK’s true “Goldilocks Zone” – delivering the combination of affordability, strong rental yields, and reliable growth that investors need for success.
In our latest Spotlight session Tina Walsh, CEO of NAPSA, sat down with James to discuss what makes these areas so unique and appealing to property investors.
What Makes a Region ‘Just Right’?
James explains that UK property markets often fall at one of two extremes:
In Southern England and London, property prices are “too hot”— high entry costs mean significant capital is required, and yields can drop into the single digits.
Go far North, and you may find very low property prices, but rental income is often “too cold”— if a property rents for a few hundred pounds a month, even one maintenance issue can wipe out returns for a year.
“In Yorkshire and Derbyshire,” James says, “we find a balance. You’re not dealing with the overheated prices of the South or the limited rental prospects of the far North. Here, you can buy a three-bedroom house for £125,000–£150,000. Similar properties in London or the South could set you back much more, while in the North East, although houses are cheaper, the rental returns don’t compare. But here, you might see rents of £700–£900 per month and realistic, reliable yields.”
- London and Southern Counties: Higher capital required and low rental yields
- North East: Very low prices, but also lower rent and less capital growth
- Yorkshire & Derbyshire: The balance of accessible purchase costs, reliable tenant demand, strong yields, and good capital appreciation
James points out that regeneration in Sheffield and Derby, combined with active student and professional tenant markets, means demand remains steady. These regions benefit from ongoing infrastructure projects and economic growth, but haven’t yet seen the price surges of cities like Manchester or Liverpool. This positions investors to enter markets ahead of the next wave of appreciation.
Unlike areas where markets feel saturated or overheated, James notes that Yorkshire and Derbyshire are “just right.”
This middle ground – affordable entry costs paired with healthy rental demand—is what James calls the “Goldilocks Zone.” It’s not just theoretical: James and his team have built their own investment portfolios based on these principles and continue to help clients achieve consistent, long-term returns.
Practical Experience in Property Investing
James brings years of direct investment experience, both in single-let and HMO (house in multiple occupation) properties. Having started as a landlord and progressing into helping other investors, he stresses that success in Yorkshire and Derbyshire comes from understanding both the numbers and the community.
“HMO investment is not a simple upgrade from a buy-to-let property. Each area has different licensing rules, and tenant expectations are always evolving. You need boots on the ground. We live and work here, and we invest here ourselves. That gives us insight into which streets, neighbourhoods, and property types perform best. Compliance and safety are non-negotiable – they protect both our clients and their investments.”
Guidance Rooted in Real-World Knowledge
Investors who partner with James benefit from his deep understanding of local rules, tenant profiles, and value-added strategies. His service includes tailored investment packs, compliance support, and access to a select group of trusted local professionals—resources that come from living and working in these markets every day.
James believes that every successful investment starts with honest advice and a transparent approach. He encourages direct conversations to align strategy with each client’s goals, whether they are new to property or experienced owners seeking to expand their portfolios.
Ready to Invest in the “Goldilocks Zone”?
If you are looking for a knowledgeable, reliable partner to guide you through Yorkshire and Derbyshire’s property markets, James Lovell-Smith offers both the expertise, professionalism and dedication investors need.
Want to learn more or get in touch? Visit James’ NAPSA profile for details about his experience, approach, and how you can schedule a conversation.
For regular market insights, follow James’ weekly industry updates on LinkedIn – they are a valuable resource for investors seeking sound, strategic information on property investment.
You can also find out more and contact James directly via their NAPSA Profile: https://www.napsa.org.uk/sourcers/Lovellets-Properties-Limited/
