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Executive Summary

  • Live Easy is a brand developed by Jeffrey Froom and James Huff.
  • Live Easy provides its tenants with first of its kind “Nano Modules” which consist of on average 15sqm self contained homes, each with its own kitchenette and bathroom, with an average rental of R2 450 per month.
  • Live Easy is a lifestyle affordable housing brand, which aims to transition those people currently living in undesirable conditions into a safe, secure and well managed housing environment.
  • There is a unique opportunity in South Africa within the affordable housing space - providing housing to those within the R 3 500 to R15 000 monthly income bracket which are in dire need of homes.
  • The Live Easy brand aims to fill this need through the acquisition of land and/or existing and underperforming real estate and repurposing these assets to accommodate those in need of affordable homes.
  • Live Easy is a lifestyle brand, meaning that all developments have on site amenities such as playgrounds, green spaces, retail shops, laundromats, gyms and crèches. This allows for a fully integrated affordable housing solution.
  • Live Easy identifies the housing opportunities, raises the necessary finance, project and development manages, and drives the marketing, branding and letting.
  • The property management with a wealth of experience in the management of affordable residential property is a key factor in the overall success of Live Easy.

The Team


Jeffrey Froom

After obtaining honours in accountancy and completing his articles in 2003, Jeffrey founded the finance house Prop Cred as the Managing Director, a position he held for 6 years before selling the business and joining Prevance Capital (Pty) Ltd a wholly owned subsidiary of Chester Finance in South Africa.

Spearheading the growth of Prevance's property division and chairing the credit committee, Jeffrey developed a specialisation in the initiation and execution of complex bridging finance and structured property transactions.

After 9 years in the "bridging finance world of property" Jeffrey made a move into the Affordable Housing Investment industry and heads up the acquisition and finance team.

James Huff

James has been educated at the University of Cape Town (B Com PPE & PG Dip Enterprise Management) James comes from a financial background having worked for various multinational financial services institutions in London.

James’ first taste of the property industry came through his work for a small property consultancy which had the sole mandate to a retail portfolio. Having built up a strong reputation for himself, James formed his own property consultancy. During this time he was a part time student at the University of the Witwatersrand, furthering his property knowledge through graduate studies in Property Development and Management. This, coupled with his passion for the South African Property Market and the realisation of the dire need for affordable housing across the country, led him to pursue the Affordable Housing Investment industry. James handles the Development Management for the Group.