SO Resi has celebrated the launch of its first London Living Rent development, SO Flexi Acton, accompanied by The Mayor of Ealing and local councillors on Wednesday 17th April. The event offered the first opportunity for the local council to view the development for the first time since works completed, which is located on the former site of the Goldsmiths Arms pubs on Friars Lane East.

With SO Resi having received over 300 enquiries for the 52 apartments at SO Flexi Acton since its launch in March 2024, the event proved an opportunity to discuss the urgent need for affordable housing in the borough, and the value of schemes such as London Living Rent for priced out homebuyers. Alongside discussing future plans for the development, representatives from SO Resi and contractor Bugler Group also hosted guided tours of the now-complete apartments.

Kevin Sims, Director of Sales & Marketing at SO Resi, commented: “It was a privilege to welcome the Mayor of Ealing and local councillors to SO Flexi Acton, many of whom have supported the development from the very early planning stages. We are united by a shared goal to create much needed housing within Acton, addressing the wider borough’s housing targets, and helping local residents not just find somewhere to live, but eventually somewhere to call their own.

“We believe that homeownership should not be unattainable, especially within the London Borough of Ealing, where many first time buyers feel priced out from homeownership. We are proud to celebrate the launch of our first London Living Rent scheme, giving new residents the tools they need to live in secure housing, and an opportunity to save up during their tenancy to start their homeownership journey at a pace and price that works for their unique situation. These schemes are vital to ensure that more people can live in the area they want at a price they can afford.”

SO Flexi Acton is a unique offering for first time buyers. Using the London Living Rent scheme, residents can rent an apartment at a discounted rate for a fixed period, with a view to purchase the property at the end of the tenancy using Shared Ownership. The scheme is designed to encourage would-be homeowners to save during the rental period, allowing enough time to build up a deposit.

Jeremy Graham, Chief Operations Officer at Bugler Developments said, “On behalf of the Bugler Developments team, it was great to be joined by members of the team from SO Resi, key project members at MTVH including Guy Burnett, the Mayor of Ealing and local councillors including the Leader of Ealing Council to celebrate the completion of SO Flexi Acton on the former Goldsmiths Arms site. We have developed a long-standing and trusted relationship both with MTVH and the London Borough of Ealing, and from the outset, this project has been the result of our collaborative partnership. We are continuing our work with both teams at our Beaconsfield Road project, and I wish all new residents at SO Flexi Acton many happy years in their new homes.”

SO Flexi Acton is located near the Acton Park Conservation Area, meaning residents will have easy access to the park’s green open spaces. A prime option for commuters, the development is also located near several stations, including Acton Main Line serving the Elizabeth Line, Acton Central on the Overground and East Acton on the Central Line. By road, the M4 is just under 10 minutes away with links further afield to Reading and Bristol.

A collection of one, two and three-bedroom apartments is now available at SO Flexi Acton, with rents starting from £1,107 per month. Each home features a balcony or terrace, integrated Zanussi appliances and plenty of natural light, and the development is conveniently located near the parks, shopping and transport links Acton offers. All applicants to SO Flexi Acton must live or work in the London Borough of Ealing.