We are shining a light on some of the people that make up Show House, and we recently caught up with business development director, Stephen Upfold.
Introduce yourself
I’m Stephen, and I’m the business development director for Show House, the WhatHouse? Awards and the newly launched Show House People Awards.
Tell us about your career path so far. Have you always worked in the housebuilding industry?
My career actually started in construction. Believe it or not, I began as a labourer for a scaffolding company before moving into publishing, where I started working on an engineering magazine.
I joined Show House in 2019 and worked my way up to digital sales manager. I then took a short sabbatical from the industry for 11 months, during which I was able to broaden my knowledge of digital marketing and marketing more generally while working for a digital marketing agency.
In 2024, I returned to Show House as business development director, which has given me the opportunity to bring together my experience across construction, publishing, sales and digital marketing.
What part of the industry most interests you?
For me, it’s the way housebuilders continually adapt to the changing landscape. Whether that’s responding to new regulations or changes in the buying habits and expectations of new-home buyers, it’s an industry that is constantly evolving.
I find that ability to adapt particularly interesting, and it’s one of the things that makes working in the sector so rewarding.
What is a typical day like at Show House?
No two days are the same. Because we speak to so many different companies and housebuilders, and because everything is so closely intertwined, you gain a real understanding of both sides of the industry. That knowledge is incredibly valuable.
One day we might be working with an existing partner to help enhance their activity and engagement with housebuilders, while the next I could be meeting with a housebuilder over lunch to understand their challenges and what they are looking to achieve.
Every day is different, and I think that’s one of the best things about the role.
Do you have a particular area of focus at Show House?
Personally, I like to focus on how Show House is perceived by different companies and across the wider industry.
I think the name ‘Show House’ can sometimes make people think that we only talk about the positive or more glamorous side of the industry. In reality, we talk about everything that matters to the sector.
When you have those conversations with people and they begin to understand just how much we do for the industry, that’s really rewarding.
What services can Show House offer clients?
We can offer a full range of solutions to help clients reach and engage with our audience. That could be printed advertising to enhance brand awareness, thought-leadership content to educate and inform the sector, or digital solutions designed to drive traffic and enquiries to their websites.
I also think our editorial and online editorial offering can sometimes be overlooked. It’s something unique that can provide significant value to companies, not only by helping to tell their story but also by supporting their wider digital presence and SEO. Being featured editorially on a credible industry platform can provide valuable backlinks and enhance a company’s online visibility.
What are the benefits to clients of working with Show House?
You have a team at Show House that lives and breathes the new home sector. We’re not a call centre working from a script, simply looking to sell you something and then move on.
We want to be an extension of your team, providing valuable insight into the sector, your target audience and what will genuinely work for your business.
I’m also not afraid to be honest with a client. If I don’t think something is the best use of their budget, or if I don’t believe their creative will have the impact they’re hoping for, I’ll tell them. Ultimately, it’s about building long-term relationships and making sure we deliver genuine value.
It’s been a challenging couple of years for housebuilders. What changes would you like to see in the industry?
I think it’s clear from looking at the sector that there needs to be something put in place to replace the Help to Buy scheme.
The numbers released recently demonstrate just how effective the scheme was, not only in terms of the impact it had on the economy, but also in helping people get onto the housing ladder.
First-time buyers are at the heart of the target demographic for most new home developers, so finding a way to support them and make homeownership more accessible should be a priority.
The WhatHouse? Awards are fast approaching. What is your favourite thing about the event?
Quite simply, seeing this amazing industry come together every year to celebrate its achievements.
Awards can sometimes be very competitive, which of course they are, but you rarely see one housebuilder frustrated or annoyed that another has won. Everyone in that room is there to celebrate each other’s success, and I think that’s genuinely incredible.
It’s a fantastic reminder of how passionate people in this industry are about what they do and the communities they create.
How do you spend your time when you’re out of the office?
I spend most of my time with my family and cooking. I have two young children, so they certainly keep me busy!
There may even have been the odd work call where my daughter has decided she wants to be my assistant, such are the joys of working from home!
I suppose it’s another testament to the industry that nobody is ever disgruntled when those little interruptions happen. People understand that family life is important, and I think that’s one of the things I really value about working in this sector.
To speak to Stephen about working with Show House, the WhatHouse? Awards or the Show House People Awards, email him on stephen.upfold@showhouse.co.uk.
