Dare to Differentiate: Lessons in Creative Development from HUB’s Robert Sloss

Overview

How do you transform underused sites into thriving, sustainable communities? In this episode of The ESG in Property Podcast, Robert Sloss, CEO of HUB, joins Adam Hinds and Jordan Relfe to discuss HUB’s approach to Build-to-Rent co-living, urban regeneration, and long-term investment. He shares insights on navigating market cycles, unlocking challenging sites, and delivering high-quality homes that create lasting social impact.

About Robert Sloss and HUB

Robert Sloss is co-founder and CEO of HUB, a progressive, living-led developer focused on transformative housing and regeneration projects in city centres. Since launching in 2012, HUB has completed or is developing over 9,000 homes across the UK, working in partnership with institutional investors, local authorities, and housing associations.

HUB is recognised for delivering high-quality mid-market Build-to-Rent and co-living schemes, often unlocking complex or stalled sites. The company led one of London’s first institutionally backed BTR schemes and continues undertaking ambitious regeneration projects. Their developments range from large-scale urban housing to the redevelopment of former commercial and industrial sites, always emphasising social value and placemaking.

Recent projects include:

• One Maidenhead – A town centre regeneration delivering new homes, public spaces, and commercial use.
• Queen’s Quarter (Croydon) – A Build-to-Rent scheme featuring a community-led redesign of a public park.
• Cornerstone (Barbican, London) – The conversion of a 70-year-old office building into co-living accommodation.
• Latitude (Leeds) – A 951-home BTR project transforming underused industrial land.
• Pines Way (Bath) – Redeveloping a 4.5-acre brownfield site adjacent to Bath city centre.

Topics Covered in This Episode

Lessons from Market Cycles:

• How the early ‘90s property downturn shaped Robert’s approach to long-term development
• The impact of interest rates and economic shifts on real estate
• Why developers need to think beyond short-term market trends

Regeneration, Investment, and Development Strategy:

• HUB’s approach to town centre regeneration and working with local stakeholders
• The benefits and challenges of converting office buildings into residential homes, as seen in Cornerstone at the Barbican
• Why HUB is investing in cross-laminated timber (CLT) for office buildings, including at One Maidenhead
• The role of Build-to-Rent and co-living in modern urban housing, as demonstrated by Queen’s Quarter in Croydon, Latitude in Leeds, and Pines Way in Bath

Sustainability and the People, Planet, Progress Framework:

• How HUB integrates long-term sustainability targets into its developments
• The challenge of balancing investment returns with social and environmental responsibility
• How HUB measures success beyond financial returns

Team Culture and Governance:

• Why HUB prioritises a small, highly skilled team over a significant headcount
• The impact of employee ownership and internal talent development
• How HUB stays big enough to make a difference but agile enough to innovate

Why This Episode Matters

This episode provides a first-hand look at how HUB delivers housing in city centres while navigating market cycles, sustainability targets, and investment challenges. Robert shares real-world insights into urban regeneration, placemaking, and the future of real estate, making this a must-listen for investors, developers, and ESG professionals.