Briar Homes Responds to Growing Demand for Family Housing

Paul Kelly, managing director, tells us how individuality is top of many buyers’ wish lists at the moment, and how size matters.

Please tell us a little bit about yourself and Briar Homes?

Briar Homes launched in 2017 as the private homes’ subsidiary of A S Homes, a family-owned, Glasgow-based housebuilder established by my father, Pat Kelly, with a reputation for developing high quality social housing. We have brought all that experience and reputation to bear for Briar Homes.

Following a Business Economics degree in 1993, I worked in management and marketing roles for Toys R US and the Trinity Group before joining the family business in 1998.

In addition to sourcing sites and securing funding I manage all aspects of the business of Briar and A S Homes. I also run a successful five-a-side football business with two centres in Glasgow and Ayr.

Why did you set up a private housing arm?

A S Homes used to build a mix of private and social housing, but during the tougher economic times that followed the 2008 global recession, we took the decision to focus on social housing.

Fast forward to 2017 and with the housing market in steady recovery and more buyers looking for spacious family homes close to Glasgow, we felt the time was right to return to private housing. And so, Briar Homes was established. We secured planning permission for our first site, in the east end of Glasgow in May 2017, and were on site by the December.

What developments are you busy with right now and what do they offer?

Phase one of our first development – Calderpark Gardens – is almost complete, with 17 of the 23 properties already sold. There are seven different house types, offering three and four bedroom homes with plenty of outdoor space, set around an attractive ‘village green’.

We pay a lot of attention to creating attractive streetscapes, where each house type has its own unique look. This is really appealing to house buyers right now; they don’t want their home to look like a mirror image of their neighbour’s property.   

What does Calderpark Gardens offer that is a bit different to other new builds?

Feedback from buyers shows that the considerable ‘extras’ included as standard within the selling price have been a key driver for purchase. Other factors are the larger room sizes, oak veneer doors and balustrades, and the standard of finish in both front and back gardens.

The external finishes of the properties – using facing brick instead of roughcast – means these homes will still look great in 20 years’ time.

Is there a Briar USP in the design of its homes and the interior layouts and specification?

Briar homes are designed by architects – and it shows. There is immediate kerb appeal because each house is a bit different to the neighbouring properties. Inside, the larger room sizes and higher spec compares favourably to new builds in the same price bracket. That’s why we are ahead of target in terms of sales, despite there being other housebuilders nearby. 

Are there ways you assist buyers, first-time buyers and homeowners to get the home they want?

We offer Assisted Move on selected plots to take some of the stress and cost out of selling a customer’s existing property. Under this scheme, we will cover the costs for estate agent fees and the home report. At Calderpark Gardens, two plots – the four-bedroom Willow at £310,000 – and the three-bedroom Rowan at £282,000 – are eligible for Assisted Move. Both properties can be reserved for just £99.

Do you find show homes and special buyer events vital ways to meet serious house-hunters?

Without a doubt, a show home is key. Our Juniper show home is a big attraction because it gives viewers an idea of how their own Briar home could look. We’ve use a Scandi-inspired design style, with a modern colour palette of neutral tones and metallics.

How has the property market in Scotland been this year and what are your thoughts for the next 12 months?

It’s been fairly steady during 2018 and, so far, not materially affected by the Brexit turmoil.    Let’s hope that continues! There’s still an under-supply of well-priced family properties so that augurs well for developers who secure good locations.  What can still hold things up is securing planning consent; things are improving slightly but it can still take years. 

What’s next for Briar Homes?

We have a healthy development pipeline. Phase 2 at Calderpark Gardens is already underway and we have also begun work on a £5m development of 17 three and four bedroom architect-designed homes at Muirhead in North Lanarkshire.

Subject to planning permission, we hope to begin construction of 49 properties at Darnley in South Glasgow, with an expected completion date of spring 2020. A further development in Kilmarnock, East Ayrshire will create a further 50 new build properties.