Name: Liv Cooke
Job title: Property developer and entrepreneur
What I do: I develop and invest in residential property across the UK, specialising in turning underused or distressed buildings into high-quality and high-yielding homes. Alongside developments, a significant part of my work focuses on housing vulnerable individuals through long-term, sustainable models that work for both investors and communities. I also mentor and advise others looking to escape the 9-5 to get into property and/or people looking to build serious, scalable property portfolios.
Why I got into the property industry: I’ve always been obsessed with progress. Ambition flows through my blood and I’m happiest when improving. I guess I feel I reached a point in my sport where I had done everything. I was the youngest freestyle football world champion ever and I achieved it without dropping a single point. I held, and still hold, seven world records. I needed new competition and that’s when I found my love for property. It didn’t feel too dissimilar actually. The points on judges score boards felt similar to the numbers in deals – I wanted bigger and better with every project. For me, it wasn’t about money. Of course financial freedom was always a goal and the finer things in life too, but that’s not how or why I fell in love with this industry.
How I did it: I threw myself in the deep end. I made mistakes, I lost money, I wasted years, I learned the hard way. Hopefully, so that others now don’t have to. It wasn’t easy, but from a decade of relentless work and sleepless nights I built systems and strategies that run seamlessly. I reinvested everything, stayed close to projects on the ground and I continue to learn every day. Property rewards clarity and decisiveness and I brought that mindset with me from sport.
My first proper job: Professional athlete. I competed internationally as a freestyle footballer from a young age, which taught me accountability early on. I understood that I get out what I put in. I lose a battle? That’s on me. I win a competition? That’s on me. You can’t hide – your preparation shows. You get what you deserve, no excuses.
My first big break: My first successful development that proved the model worked, not just financially, but operationally. Seeing a project complete on time, house people safely and deliver returns was the moment I knew this wasn’t a side interest. And, it wasn’t just a business either – this was a way of life and a chance to make a real impact. Seeing a woman enter her new place for the first time after fleeing domestic and sexual abuse, the gratitude on her face as she is brought to tears… wow. That’s a feeling I can’t describe. I was proud and I was grateful to be able to make a living making an impact.
My inspiration(s): I’m very much fuelled by progress. I wake up with a drive to improve every day in every way. I take inspiration from what we’ve achieved, our impact and what we’re working towards. It comes from the internal and that’s why it’s everlasting.
The biggest challenge I’ve encountered to date: Managing complexity at speed. Property isn’t one decision, it’s hundreds, often under pressure. Balancing investors, regulations, timelines and people’s lives is challenging, but that responsibility is also what makes the work meaningful.
My greatest achievement/proudest moment to date: Creating homes for nearly 1,000 vulnerable individuals while still delivering strong commercial outcomes. Proving that ethics and profit don’t have to be opposites is something I’m deeply proud of.
The biggest misconception people have about the property industry: That you need to be rich to get into property, it’s simply not true. And I’ve proven this hundreds of times. I’ve taken waiters, accountants, assistants, fire fighters and more ‘regular’ 9-5’ers with no money and fast forward a year or two they’re a millionaire through the property systems I walk and talk. Of course it’s not easy, but it’s worth it!
My biggest bugbear about the industry/the one thing I would change: The lack of professionalism in some corners. Property affects people’s lives. It should be treated with the same seriousness as any regulated industry.
Why I’m so passionate about DE&I: Whoever is best for the job should get the job. Race, gender, sexuality shouldn’t even be a question.
Why I’m so passionate about ESG: Buildings, investments and businesses don’t exist in isolation – they sit within communities and ecosystems.
Where I’d like to be in five years’ time career-wise: Scaling further, backing exceptional operators and continuing to build platforms that combine capital, purpose and education. Bigger impact, more ventures.
Who I’d invite, living or dead, to a dinner party: People who challenged the status quo and built empires through discipline and vision. I like minds that think different, even people that would challenge my thoughts. I think Napoleon Hill, Donald Trump, Sigmund Freud, Elon Musk and Leonardo Da Vinci would make great conversation!
What I do in my downtime: I don’t really see any part of my life is down time. I’m always improving and having fun, even on the hectic days. I like to stay active of course, and create. I’m always building, be it properties, myself or new ventures.
The job I’d be doing if I was not doing this: I’m sure I’d be building a company of some sort or perhaps even still in the world of freestyle football. Maybe both!
My advice for someone just starting out: Bypass the decade of mistakes and financial losses, get yourself an ethical and active mentor. Learn the fundamentals properly, move faster than your fear and don’t outsource responsibility for your decisions. Property rewards those who take ownership and make bold decisive moves. This industry waits for no one.
My motto/mantra: Excuses don’t build empires, what are you waiting for?
