Delivering strong value growth alongside disciplined volume growth
Our strategy is centred on delivering sustainable growth and long-term value by focusing on the mid-premium housing market, where demand remains resilient and customer expectations align with our strengths in quality and design. We are committed to optimising our high quality land portfolio, ensuring we build houses in locations with strong market fundamentals and consumer demand. Through providing best in class customer experience, operational efficiency and a high quality build process, delivered by experienced management and a motivated team, we aim to strengthen our market position and enhance returns for shareholders, while creating communities where people aspire to live.
Four key strategic priorities to deliver
01
Building exceptional quality homes efficiently
We are committed to delivering high quality, efficiently built homes by standardising processes, strengthening build team training, and embedding a ‘build right first time’ culture. Enhanced external quality reviews and dedicated customer service teams uphold consistently high standards. Sustainability sits at the heart of our strategy, with a clear goal of achieving net zero by 2045, alongside ambitious targets to enhance biodiversity, reduce waste, and drive environmental progress across all areas of the business.
02
Delivering outstanding customer experience
We are enhancing every stage of the customer journey through a refreshed marketing approach and the implementation of key initiatives designed to upgrade and optimise the customer experience. These include modernised sales suites, an improved consumer website, and a stronger focus on post-completion processes to ensure a seamless experience beyond the point of sale. We have also refined our incentive structure to align with mid-premium brand positioning, maximising the value of each sale. Recurrent training for our sales teams ensures they are equipped to deliver exceptional service while driving strong sales performance.
03
Underpinned by operational and commercial excellence
Our strategy is driven by a focus on strengthening operational and commercial performance through a targeted programme of enhanced commercial controls. This includes centralising our procurement strategy, improving supply chain management, and reinforcing internal governance and financial oversight. We are also focused on workforce productivity, supported by improved monitoring and reporting. To drive efficiency, we have merged our Yorkshire operations into the Midlands division until sufficient scale is achieved, while also optimising site management structures and overheads to support sustainable growth.
04
Optimisation of land portfolio
We have a high quality landbank in desirable locations, supported by an asset-light strategic land portfolio that aligns with our mid-premium market positioning and the scale of our business. This includes prioritising the development of more moderately scaled sites in sought-after areas to increase sales outlets, improve asset turns and enhance return on investment. Over 90% of sites in our short-term landbank are already well aligned with this new direction. We are also accelerating the pull-through of strategic land to maintain its quality and value, led by our highly experienced specialist team. Strengthened internal processes and controls, alongside the development and clear communication of updated land principles, are ensuring greater alignment with our strategic priorities. Enhanced financial discipline remains central to our approach, helping us optimise land buying in support of sustainable growth.
