Tue 26 Aug 2008
Added extras
As property sales plummet, it's hard to recall a more taxing time for the industry. But some developers are finding ways to protect themselves, by offering amenities and services that buyers find hard to resist.Sustainability has long been a buzzword, but housebuilders are finding that there's no faster route to achieving it than providing communal facilities which foster a sense of community. At Bourn Meadows in Kirdford, Rydon Homes' strap line is that buyers are not just buying into a development but 'into a whole village lifestyle'. As well as two pubs and a new village shop on the site of the former marketing suite, buyers are also offered incentives to play at neighbouring Foxbridge Golf Club proving that not all facilities have to be right on site.
And developments don't have to be large to offer extras. Bourn Meadows has just 20 traditional-style, two-, three-, four- and five-bedroom homes set around a newly-created village green. Design can also foster a sense of community and, vitally, all homes overlook the village green, which has a footpath and wildlife corridor on its boundary. The community shop will be run by local residents, and the development also includes six affordable homes and four commercial units. Some properties are sold and the developer is already seeing success: "There's already a good sense of community developing with 'neighbours' getting together even before they've moved in," says Natalie Flint, Sales and Marketing Director: "We came up with the idea of providing golf memberships to help new residents meet other local people in a comfortable, friendly setting."
At Hallam Fields in Birstall, Leicester, Jelson Homes has introduced a range of sporting facilities and amenities to suit the differing requirements of buyers of properties ranging from one-bedroom apartments up to detached homes. A 'central hub' will include a shop and community facilities such as a primary school, open public spaces and sports pitches which are being planned within walking distance of every home. Sales director Graham Jelley says that all are proving to be an effective sales tool: "When buying a home people want to know that there are going to be local amenities close at hand. Having them actually on the development can be a real selling point. We have seen this at our Hallam Fields development where local amenities like these help bring new residents together. People are keen to build a community and provision of facilities helps them create their new community's identity."
Designing developments so that residents interact rather than drive is important. At Hallam Fields, footpaths and cycle ways take priority over roads enabling residents to walk safely to the local shops and school. A park and ride scheme is planned, allowing buyers the option of commuting into Leicester without having to use the car, another good selling point as fuel costs soar. Inevitably, amenities have cost implications but are they worth it in these cash strapped times? "Absolutely," says David Bexon of SmartNewHomes.com: "Now more than ever before, developers need to think about ways to attract buyers." Bexon feels that the current crisis is far worse than anything previously facing the industry: "In terms of the steepness and speed of decline it's the worst I've seen in all my years within the industry." Bexon recalls former dips in the market which prompted some builders to throw in extras such as free holidays and cars but he feels that his personal reaction is not atypical: "At the time I thought how stupid and how irrelevant. Buyers want real added value and, if developers can build in a higher specification with an attractive package, then they'll achieve sales. Buyers may believe that these will inevitably be added onto the price but believe me, in this tough market, no they won't."
St George is offering a wide range of amenities and extras at its current schemes.
Parkwest in West Drayton features a private gym, concierge, car club, cycle club and managed underground parking. Ian Dobie, MD for St George West London, says that the company's decision to add services and amenities is not affected by the current poor economic climate: "We now include these as a matter of course and would be doing so whatever the climate. It's vital to not only add value but ensure the highest possible quality for buyers so that they can fully enjoy their homes and relax when they are there." Many Parkwest residents also work in the service industry says Dobie: "When they get home they expect equally high levels of service. The concierge arranges cabs, early morning alarm calls and even lets in cleaners or handymen to their flats. It's a service our buyers now expect."
St George's Imperial Wharf in Fulham is a large mixed-use development
featuring 1,800 apartments and penthouses on a 32-acre site and its commercial outlets prove popular with residents. Brand names include an M&S Simply Food, Young's Waterside bar and restaurant, Wimbledon Wine Cellar, Bright Horizons childcare and education centre and Gambado family indoor play centre. Other facilities include an eco-friendly Electric Green Car Club, 24-hour concierge service and managed underground parking.It's hard to see the downsides to services, which buyers can opt in or out of. Dickens Heath Village in the Midlands has won awards for its 'urban village' concept with shops, medical centre and community facilities right on the doorstep. Knight Frank are marketing the few properties remaining within its Waterside phase and forthcoming Garden Square phase and associate Neil Kentish says that buyers are drawn to the idea of living in a development with full services and onsite management.
The apartments market may be the hardest hit sector but one market appears to be thriving. Richard Kew, Associate Director at The Frost Partnership explains why retirement housing is bucking the trend: "With such a unique living environment, it is not surprising that the properties continue to sell in challenging conditions. The development not only offers a superb product but there is the whole lifestyle element to consider. The bottom line is that Denham Garden Village responds to a need and, when this happens, conditions in the general market are less of a concern."
The key to success is targeting amenities and services to your chosen
market. Denham Garden Village offers older homebuyers a mix of leisure and support services whilst enabling residents to live independently with a focus on activity, given the increasing trend for older people to lead healthier, more active lives. Facilities include; a village centre, doctor's surgery, winter garden, a cafe bar, village shop, Internet facilities and health spa with pool, sauna, steam rooms, gymnasium and exercise studio, relaxation and treatment rooms and hairdresser. Proof of the Denham Garden Village's success is that sales haven't slowed, and the latest phase of apartments and bungalows has just been launched. General Manager Jackie Eltis says: "We are thrilled with sales success over recent months. The development has been a hit with older buyers and feedback has been positive. We are now well underway with our third and final phase of development."
St Georges Park in Ditchling is another retirement scheme which is bucking the trend. 69 of their 107 apartments in Sussex are sold thanks to a range of facilities from car club to gym, restaurant and even allotments. "We try to encourage interaction by holding themed evenings and events such as firework displays and competitions," says a company spokesperson. "We have also promoted the use of the restaurant by the incoming purchasers prior to them completing on their property. This has meant that friendships have started to develop even before people have taken possession of their apartment."
Proving that facilities for over 55s can be just as diverse as for younger buyers, Crest Nicholson's The Beacon in Hindhead, Surrey, is targeted at the over 55 market but with a focus on replicating a country estate. A mix of two- and three-bedroom apartments are set within 6.4 acres of landscaped grounds, which contain private tennis courts and a golfing green. Crest Nicholson say: "It seems to be appealing particularly to downsizers and middle-lifers or semi-retirees in their 50's, who are finding they have smaller space requirements, yet don't want to give up an active lifestyle or compromising on their gardens and access to open space."
Posted by Show House
in Crest Nicholson, David Bexon, Features, Graham Jelley, Ian Dobie, Jackie Eltis, Jelson Homes, Knight Frank, Natalie Flint, Neil Kentish, Richard Kew, Rydon Group, Smart New Homes, St George, The Frost Partnership on Tue 26 Aug 2008
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