One-on-One Interview: Jason Rishover of Heronslea Group

Posted 4 July 2013

Name and business title: Jason Rishover, Joint Managing Director, Hersonslea Group.

Where is your firm developing new homes? Our focus has very much been on building new homes in the super suburbs of north London, Middlesex and Hertfordshire. These include Bushey, Radlett, Hadley Wood, Stanmore and Mill Hill. Future developments later this year will broaden our area of operation to include Borehamwood, Finchley and Hendon.

What types of properties are Heronslea building? We build everything from individual bespoke houses to small select developments of family houses and luxury apartments.

We have just launched our flagship site Mill Hill Place, a collection of 38 apartments and penthouses located on Hammers Lane in Mill Hill.

What sets us apart from other developers is our vision and expertise on creating quality apartment living that closely replicates living in a house. You can see this by looking at Mill Hill Place - each apartment block which has either three or six apartments located in them have been designed to look like a house rather than just a block of apartments. This is ethos is carried through internally where homes are larger than average and gives buyers a sense of space.

How much does a new home by Heronslea cost to buy? Apartments range from £499,950 to £2.7m, while a four-bedroom house starts from £849,950. Our individual bespoke houses cost up to £7m.

What makes a Heronslea home stand out from the crowd? The high specification of materials used; the quality of finishes and detailing; overall attention to detail; the fact that our properties ‘feel like home' the moment you step inside. Both myself and my brother Jamie come from construction backgrounds and we each have over 20 years experience in the business. We bring this experience to each of our developments. My brother Jamie is a carpenter by trade - an as an example we use real wood for our skirting boards not MDF. The specification and finishes at Mill Hill Place is far superior than other developments in the area and more in line with central London properties.

Have you noticed any particular buying trends recently? Downsizers want apartments that deliver the quality and feel of a house. At Heonslea we have tapped into this market and both our apartments at Mill Hill Place in Mill Hill and Herons Court in Radlett, Hertfordshire have been designed with downsizers in mind.

For example, they provide spacious rooms throughout with extra high ceilings, halls are especially large - meaning that ‘cherished' existing furniture will easily fit in and buyers have ample space for entertaining.

Not only can downsizers move to a new home within an area that they know and love but also those wanting to move nearer family (nearby children and grandchildren) from apartments in Hampstead or Finchley can get a higher specification home at a more attractive super suburb price.

Is your company currently offering any incentives or discounts to homebuyers? Not at the moment, but we do offer a very personal one to one service and buyers have the opportunity to deal directly with us - they can change layouts and specifications etc and work with our in-house designer.

Which Heronslea development potentially offers the best property investment prospects? The homes we currently have for sale do not specifically target investors, however we have chosen to develop in super suburbs which are located close or next to some of London's leading but pricey boroughs. Just by the nature of the London housing market properties in these suburbs will go up in value over time. There is also a large rental demand in these areas as they offer a great lifestyle, good schools yet they are close to central London.

What is Heronslea's USP? We are a family business run by two brothers with over 40 years combined experience, offering exceptional attention to detail, with quality of specification and finish, we are very customer focused - re: security of home and car, storage facilities, concierge service, open plan living; well-planned kitchen/breakfast rooms. Our properties all provide a feeling of ‘home and we have a dedicated customer service department.

Which of your current new build developments do you think stands the best chance of winning a What House? Award? Our flagship development, Mill Hill Place, located in Mill Hill, NW7, which features a collection of 38 luxury two- and three-bedroom apartments and penthouses.

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