Land & New Homes for developers

By acting as retained agents on behalf of acquirers we are able to seek value for our clients whilst also recognizing that the price achieved will be a key driver for land owners. Part of our skill and one way in which we add value to the process is in balancing these contrasting positions to secure a mutually beneficial outcome for all parties. Land owners are able to secure a sale to a reputable developer without the burden of fees being paid to Goodfellows. Sites where Goodfellows act as retained agents rather selling agents are typically those which are not yet available on the open market

Our experienced Land team have operated as developers as well as agents and so have an understanding of the process from a perspective not available amongst all agents. By bringing multiple owners together to establish a consensus approach, a much greater return can be delivered to homeowners whilst also creating opportunities for developers to establish planning for a site that ensure the best possible return once the project comes to fruition.

When acting as sales agents for land or development opportunity owners, our land team will tailor a marketing proposal that meets the needs of the vendors as well as appealing to appropriate target market for the site. Proposal can include, subject to the owners approval, online exposure via our website, rightmove and Zoopla, on site advertising in the form of boards or hoarding, printed media advertising including Estates Gazette and Property Week, as well as pro active outbound networking of our existing database of clients, many of whom have a proven track record of success with us.

Due to our Land team’s extensive experience and success in delivering development opportunities, we are well placed to assist developers at the pre planning and even pre acquisition stage of the investment process. This support can include guidance on:

• Local planning restrictions
• Rights of light implications
• Density and unit mix
• Viability assessment
• Viability study support
• Gross Development Values / ROI
• Sales and buyer profiling

Our New Homes team have been successfully representing developers of all sizes, providing a depth of experience and pedigree of successful sales delivery that leaves us ideally placed to advise clients on all aspects of their project including:

• Pre acquisition advice
• Unit mixes
• Target market and buyer profiling
• Market analysis
• Area analysis
• Sales Values
• Comparable and competitor evidence

Our success within the New Homes sector can be attributed in large part to our specialist off plan sales capability. Our extensive experience and expertise of the off plan process has enabled us to hone a specific sales process to make the best possible use of our applicant databases covering a wide geographic area and diverse range demographics. By following this process we can ensure that we have a team of sales people representing our clients, rather than order takers.

Dependent on the developers funding and release strategy, a mix of off plan sales and stock unit sales may be appropriate to ensure the maximum return on investment for the client. Other developments may be released to the market at a later stage in a clients’ investment cycle. All New Homes sales are managed by our specialist team with support from the local residential sales offices. Marketing campaigns for stock units will include extensive online representation, printed media campaigns, pro active database trawling and on site sales events. By combining access to new homes and ‘second hand’ residential databases, our New Homes team extend their reach into a database of over 10,000 potential buyers.

Each member of our New Homes team receives extensive training and instruction to ensure that they are able to take that knowledge to operates from site offices and show apartments, with the client able to take comfort in how that sales person will represent their brand and deliver results. Working from site, the New Homes team will pro-actively seek new sales opportunities through their access to our database, handle all sales progression requirements, provide regular reporting on potential buyer responses and competitor analysis. They are also able to remain flexible to meet the clients’ needs and management structure.

As the New Homes market continues to change, developers will make different choices in order to adapt to this shifting landscape. One of the decision that may be different in the future will be whether to launch a development to sell or alternatively to let. The New Homes team work hand in hand with the Lettings and Management departments to develop marketing plans to suit the clients’ needs and deliver launch strategies that ensure the success of any new development.