Redrow market predictions for 2017
• 2017 set to be the first year since 2008 that the UK builds 200,000 new homes as part of the Government target of 1 million new homes by 2020
• Focus on enabling quicker and easier planning permission set to be a priority for Government and industry
• Commuter locations will outperform central areas as families favour value for money and community benefits of suburban living
• Continued popularity of new home customisation with product upgrades through My Redrow as buyers seek to create bespoke homes
• Skills gap to worsen in 2017 as Article 50 is triggered – industry and government must urgently tackle
John Tutte, CEO of Redrow, outlines his predictions for the property market in 2017:
“The Government has acknowledged Britain’s mounting need for new homes with various measures implemented to kickstart the sector in 2017. The announcement of a £2.3 billion Housing Infrastructure Fund, together with the unlocking of a number of brownfield sites, are particularly helpful measures from Government. The supply of land for housing is improving, with many local authorities now taking a more proactive approach in their area by identifying the number of homes needed to meet current and future demand and implementing plans to progress delivery.
“Despite this, family housing continues to be in short supply in some areas and red tape and a lack of planning resource in local authority departments remains the number one barrier to bringing more homes to market. The upcoming Housing White Paper must include measures to target this area which could include implementing an incentive based system to encourage planning departments. While it remains doubtful that the combined housebuilding industry will build 1 million new homes by 2020, with all the impetus currently being achieved, 2017 looks set to be the first year since 2008 in which we might build 200,000 new homes.
“Across the country, we are bringing to market thousands of new homes located in some important and geographically diverse regeneration areas. Thousands of new homes will be created over the next decade in just four locations alone which include Ebbsfleet Garden City in Kent, Woodford Garden Village in Cheshire, Plasdwr in Wales and Colindale Gardens in North London. Our focus in 2017 and beyond is to create better places for people to live which means creating true communities which are supported by a range of lifestyle based amenities. To this end, it is positive to see the government announce the locations of 14 proposed new garden villages which will deliver new homes, facilities and amenities. It is important for government support to not only be given to building new homes, but to creating thriving and sustainable communities.”
“Demand for new homes continues to outweigh supply. Record low interest rates, a competitive mortgage market and government incentives such as Help-to-Buy have boosted demand. The high cost of deposits combined with stamp duty and other moving costs has resulted in people moving further out as they look to get more for their money. Schemes located in prime commuter belt locations which are under an hour journey from the UK’s major cities are popular and this is a trend that looks set to increase in 2017 and beyond. Our buyers want homes that offer all the benefits of a suburban lifestyle – being located near to local schools and green spaces – but with easy access to urban infrastructure and business centres.
“This shift is now acknowledged by the Chancellor who, in a break from prioritising investment in London transport links, recently announced plans for an expressway connecting Oxford and Cambridge in an effort to strengthen the two economic hubs and support residents in and around these historic cities.
“Analysis of our buyers also reveals their habits towards buying new homes. While our buyers favour new homes for the craftsmanship, low-maintenance lifestyle and ten-year NHBC guarantee they bring, they are also keen to live in a bespoke home that offers individuality, and in 2017 customisation will continue to be popular. Tools such as My Redrow offer a range of upgraded product choices and options which allow purchasers to create the home of their dreams. Upgrading standard products is an option many of our customers go for and we’re seeing them favour premium flooring, tiling and kitchen fittings for their new home. In addition, adding a conservatory to the property is also a frequent request from buyers purchasing extra products on My Redrow.”
“2017 will be the year in which article 50 is triggered, setting in motion the UK’s withdrawal from the EU. Of key concern to the housebuilding sector are the implications for the workforce which is already suffering from a crippling shortage of skills. A drive for more homes must come hand-in-hand with a drive to recruit more workers, so the Government must implement measures not only to retain the international talent already attracted to the UK, but to further support the sector to train and upskill the existing UK labour force. The industry itself has a major role to play and it’s essential that housebuilders work together to highlight the benefits of a career in construction and the sheer variety of pathways that exist. From brick layers, to quantity surveyors, to architects and decorators – in 2017 inspiring and supporting people into these careers will need to be one of the industry’s biggest focus areas. At present, 15% of Redrow employees are trainees on structured programmes – a fact that we as a company are immensely proud of and encourage other firms in the sector to match.”
Redrow was established in 1974. Today, we’re one of the most successful and acclaimed property developers in the UK, building over 4,000 premium quality family homes a year in prime locations across England and Wales. Over our history spanning more than 40 years, we have built a unique reputation for quality and, as a firm, we pride ourselves on creating beautiful homes and communities that people love to live in. To achieve this, we focus on three key areas – building beautiful homes, valuing people, both internally and externally, and creating outstanding locations. We embrace world class standards in each in order to deliver a premium brand, enrich lives and drive shareholder value.
Key to delivering on our corporate promise of building efficiently, responsibly and sustainably, our business is driven through a combination of innovation, communication and co-operation. Implementing our strategy whilst engaging with all our staff and stakeholders helps us deliver significant value to our investors and the wider community as a whole.
Redrow is listed on the London Stock Exchange and is a constituent of the FTSE 250 index. For the year ended 30 June 2016, the Group reported record revenues of £1.38 billion.
Redrow has been awarded the ‘Best Large Housebuilder’ title twice in the last three years at the What House? Awards