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Keeping up delivery in the downturn Tracy Williams Deputy Director of Development. External Environment from this……. Genesis Housing Group …where we were. Social Business Customer Choice & Service Big is Beautiful Sweating our Balance Sheet Mixed tenure The broken model???.

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slide1
Keeping up delivery in the downturn

Tracy Williams

Deputy Director of Development

genesis housing group where we were
Genesis Housing Group …where we were
  • Social Business
  • Customer Choice & Service
  • Big is Beautiful
  • Sweating our Balance Sheet
  • Mixed tenure

The broken model???

scale
Scale

2007

  • 7700 Homes (4 Years - £1.4billion)
    • 700 outright sale
    • 3500 shared ownership
    • 3500 rent
  • £160m Landbank
    • £60m without planning
    • £100m without grant
genesis housing group the downturn
Genesis Housing Group…the downturn
  • Lack of available development funding/cash
  • Lack of mortgage funding
  • Sales receipts down
  • Impairment of landbank sites

But still…

A social business

Committed to customer service and choice

scale1
Scale

2009

  • 3000 Homes (4 Years - £650m)
    • 100 outright sale
    • 700 shared ownership
    • 750 intermediate
    • 1450 rent
  • Landbank reduced where possible
    • with planning
    • with grant
genesis housing group what did we do
Genesis Housing Group…what did we do?
  • Reduced our commitments where possible
  • Changed tenure on 750 units intermediate/rent to homebuy rent/social rent
  • Maximised value of the landbank sites
  • Agreed grant package with HCA to bring forward the landbank
  • In house financial advisors
  • Marketing campaign
  • Flexibility on sales receipts
the first time buyer marketplace
The First Time Buyer Marketplace

Then

  • Strong mortgage availability
  • High consumer confidence
  • Reasonable recognition of shared ownership
  • Defined addressable market

Able to purchase on open market

Capacity to purchase on open market

Affordable homes

addressable market

Unable to engage

Representations only, not indicative of actual market size

the first time buyer marketplace1
The First Time Buyer Marketplace

Then

Now

  • Poor mortgage availability
  • Low consumer confidence
  • Low recognition of shared ownership
  • Undefined addressable market

Able to purchase on open market

Able to purchase on open market

Affordable homes

addressable market

Capacity to purchase on open market

Affordable homes

addressable market

Unable to engage

Unable to engage

Representations only, not indicative of actual market size

research applications by job sector
Research - Applications by Job Sector
  • Finance – 8.2 %
  • Healthcare - 7.0 %
  • Marketing/PR/Publishing/media - 6.8 %
  • Education - 5.6 %
  • Retail - 5.5 %
  • Transport/Logistics - 5.1 %

Source: Genesis Homes Applicants Database Jan 2007 – Oct 2008

home owners by different tenure types
Home owners by different tenure types

(Source: National Statistics, Social Trends 2007)

prospective customer survey
Prospective Customer Survey
  • Have you heard of these terms?
    • Part buy/part rent – 8%
    • Affordable housing – 7%
    • Social Housing – 9%
  • Can you name any Housing Associations?
    • 92% couldn’t name a housing association

Source: Commissioned market research; Sample 160 25-45 year old adults, living at home or with friends or renting in Harrow, Battersea and Wandsworth

lack of clarity
Lack of clarity
  • Too many schemes
  • Bewildering to the general public
  • Need a clear single-minded thought to succeed
correct market positioning
Correct Market Positioning
  • What we’re not
    • Estate agent
    • Private developer
    • A mortgage broker/provider
    • For the poor or needy
lucozade
Lucozade
  • “Hospital champagne”
  • Worthy and necessary product
  • For the sick, infirm and old
  • Limited addressable market
lucozade1
Lucozade
  • Changed positioning
  • From helping the ill…
  • …to empowering the healthy
  • Tripling of sales in 5 years
genesis positioning change
Genesis Positioning Change
  • Move away from development specific marketing only
  • Service based communications strategy
  • Clear simple messages
  • Reflected in clear simple communications
genesis positioning change3
Genesis Positioning Change
  • Educating potential customers
  • Strong response
  • Positive sales
  • Attracting a wider spread of tenants and owners
  • Part of the mainstream
product development factory quarter
Product Development – Factory Quarter
  • Mixture of tenures
    • Outright sale
    • Shared ownership
    • General needs rent
  • Your Place
    • Reward for good tenants
larden road
Larden Road

Genesis Flagship scheme:

Commercial

Rental

Shared ownership

Outright sale

Most apartments have balconies overlooking a landscaped square

major schemes
Major Schemes
  • Larden Road
  • Grahame Park
  • Bethnal Green
  • Thomas Road
genesis housing group
Genesis Housing Group
  • 2008/9 HCA end of year review
  • upper quartile on starts, completions and expenditure
  • Sales programme on target
  • Revision of the business plan
a new tenure
A new tenure
  • A single flexible tenure
  • Available on all affordable homes
  • Allow tenants and owner occupiers real choice
  • Common standards between public and private
  • Simplify the offering
  • RSL’s can deliver!