Principle appoints Patrick Ward as Property Director

Based in the North West, Patrick will work across the country and spend significant time at Principle's Birmingham office as he settles into his new role. He will begin with a comprehensive audit of the business — listening attentively, understanding how the company operates and identifying opportunities for enhancement.

Patrick's approach centres on delivering quality-first, service-driven property management that prioritises resident satisfaction, safety and professional excellence. He believes strongly in the importance of attention to detail, ensuring that commitments are honoured and delivered with care and consideration.

"The business is performing incredibly well at the moment," said Patrick. "It's got excellent leadership, and we're aligned on values. I'm looking forward to developing further standards to set Principle apart in the sector and supporting my new colleagues to develop their own professional prowess."

"The sector needs professionals who recognise their own worth and act accordingly," Patrick added. "Today's leaseholders are far more knowledgeable than they were 20 years ago. They know what to expect and how to demand that. The property management professional needs to move with that expectation and exceed it where they can."

Patrick's decision to join Principle was driven by shared values and a long professional relationship with Brett Williams, Principle's founder. What attracted him most was the company's service-driven approach and commitment to quality over profit margins.

"Brett is a leader that I fully respect and get behind," said Patrick. "It's very important to have leadership that's driven in the right way for the right reasons."

Looking ahead, Patrick's goals are clear: to increase overall performance, support the business in meeting and exceeding its growth plans, and ensure personal development opportunities for all team members. His focus on professional development extends beyond his own qualifications, with a commitment to helping colleagues progress and develop their professional standing within their respective areas.

As the property management profession continues to evolve towards formal regulation, Patrick's extensive experience and commitment to professional standards make him an excellent addition to Principle's leadership team.