From Land Opportunity to New Homes: The Alderhurst Story
What does it take to transform a complex site into a successful new homes’ development?
At Alderhurst in Englefield Green, near Virginia Water, the journey has involved much more than securing planning permission and bringing homes to the market. It has brought together land strategy, planning and design, development consultancy, marketing and sales expertise, alongside a close working relationship with Nicholas King Homes as the development progressed.
Today, Alderhurst comprises just 28 private homes, including two, three, four and five-bedroom houses, chalet-style bungalows and one and two-bedroom apartments.
Creating the Right Strategy from the Outset
The Alderhurst story began when LRG’s Land & Development team were instructed by the site’s former owner, CABI.
The brief extended beyond simply selling the land. CABI needed a strategy that would support its relocation to an alternative location, secure planning permission and enable the site to ultimately be sold with vacant possession, while maximising the value achieved.
Throughout the process, the Land & Development team helped CABI navigate a number of technical matters and negotiated with third parties on its behalf.
With a clear strategy in place, colleagues from Boyer were brought in to lead the planning and design process.
Navigating the Planning Challenge
Although the site had previously been developed, its location within the Green Belt introduced an additional layer of complexity in order to achieve consent for residential redevelopment.
Boyer undertook extensive pre-application discussion with planning and highways officers, using those conversations to help form the evolving design of the scheme before a detailed planning application was submitted.
That dialogue continued following submission, with amendments made in response to comments from officers and consultees. The application was subsequently recommended for approval by planning officers, with the recommendation endorsed by the Council’s Planning Committee.
Planning permission was ultimately secured for 28 new homes
Following the issuing of the decision, the site was acquired by Nicholas King Homes, marking the beginning of the next stage of Alderhurst’s journey.
Rather than ending at the point of acquisition, Boyer’s involvement continued. Nicholas King Homes retained the planning team to prepare a Section 73 application, securing changes to the layout and design so that the scheme reflected both the Nicholas King product and the needs of the market.
Shaping Alderhurst with Nicholas King Homes
As the development moved forward, LRG New Homes Sales and Development Consultancy began working closely with Nicholas King Homes to help shape Alderhurst for the market.
The teams worked together on the development mix, site layout, internal layouts and pricing of the homes, supported by comparable market evidence designed to help maximise both saleability and revenues.
That collaboration also extended to the launch strategy.
Rather than waiting for the show home to be completed before bringing Alderhurst to market, LRG and Nicholas King Homes formulated a plan to commence early marketing supported by a further strategy around the launch of the completed show home.
Nicholas King Homes commented:
“Having an established relationship with LRG has proven hugely beneficial in bringing the site through the change of planning to the sales process. We hope to continue our relationship in the future to develop further successful sites.”
The relationship has continued throughout the sales and marketing process.
LRG New Homes works closely with the Nicholas King Homes Sales & Marketing team to support on-site sales operations, marketing suites and events. The respective marketing teams work in close collaboration on campaigns designed to build awareness and generate enquiries and footfall for Alderhurst.
The development further benefits from LRG’s wider local branch network, with Stirling Ackroyd in Englefield Green and Egham, Chancellors in Ascot and Romans in Sunningdale providing access to established applicant databases across the surrounding area.
Since opening the show home, Alderhurst already has secured nine reservations, in virtually as many weeks.
Alderhurst demonstrates the value of bringing the right expertise together at every stage, creating a clear line from original land opportunity to the homes now being delivered and sold.