Posted 25 October 2022 by
Lizzie LeighWhatHouse? hears how incentives at Spitfire Homes are tailored to range from help with energy bills to including interior design packages, depending on individual requirements...
Mark, how do you spend a typical day as senior marketing manager at Spitfire Homes?
Day-to-day, my role involves working with the marketing team to deliver targeted campaigns, with considered messaging designed to appeal to our key markets and drive enquiries. I also work closely with our sales team and network of estate agents to understand the wider challenges and opportunities we are facing across our developments.
Spitfire Homes has a particular focus on sustainability, how does this affect the build of your new developments?
A focus on sustainability is core to Spitfire Homes’ approach. Our homes are designed with energy efficiency in mind, for the benefit of our customers and the planet, including features such as air source heat pumps and car charging points as standard on every new development. But our commitment goes beyond that. With our parent company, IM Properties, we have published a series of commitments which identify how we intend to create more sustainable futures, from our ambition to deliver our first net zero ready homes to the upcoming launch of a new fund supporting community causes, while delivering on a wellbeing and inclusion strategy for our employees.
And when you talk about 'sustainable communities', this implies a commitment to a lifestyle that extends beyond the fabric of a home, how would you explain that to a potential buyer?
This is in reference to a combination of our passion for placemaking across our developments and our Sustainable Futures strategy commitments. It’s all about creating future-ready homes that people want to call home, in places people want to live, with our properties woven into and adding to the fabric of the local area.
How does Spitfire Concierge work to support your buyers?
Spitfire Concierge is a flexible and bespoke moving solutions approach. We recognise that each purchaser’s situation is unique so by working on a case-by-case basis, Spitfire Concierge sees us suit the requirements of each customer. Ranging from early bird reservations to part exchange solutions, we evaluate each scenario - reviewing things such as timescales for completion, purchaser affordability and the details of their existing property - in order to present a unique proposal which works for the customer and Spitfire Homes.
Which particular schemes are you marketing at the moment?
Faber in Ombersley
The first homes in Spitfire Homes’ stunning collection of 45 high-end new residences in the sought-after village of Ombersley, Worcestershire, have been snapped up ahead of the launch of the collection, as demand remains strong for premium postcodes.
Fairmont in Bishop’s Cleeve
Spitfire Homes has opened its doors to two show homes and Customer Suite at its stunning collection of 215 quality new homes in Bishops Cleeve, Cheltenham, with a variety of two- to four-bedroom residences amongst the first properties available.
Pembleton in Kislingbury
Situated in the peaceful Northamptonshire village of Kislingbury, Pembleton showcases a varied selection of 44 new homes finished in a considered range of exterior materials and finishes. An impressive five-bedroom show home with over 2,000 sqft of accommodation is set to open on 5 November.
Beaufort in Edgbaston (part of the Spitfire Homes Bespoke Collection)
A stunning new show apartment in one of Birmingham’s most sought after property hotspots, Edgbaston, has been unveiled by Spitfire Homes. Part of Beaufort, a 44-home luxury estate already 75% sold, this two-bedroom show apartment is one of six substantial two- and three-bedroom apartments within the refurbished Weston House.
The Jephson Portfolio in Leamington Spa (part of the Spitfire Homes Bespoke Collection)
Spitfire Homes has released the first properties at The Jephson Portfolio, a stunning collection of 11 three- and four-bedroom houses and nine one- and two-bedroom apartments on the edge of Leamington Spa in Warwickshire.
Harrington in Tanworth-in-Arden (part of the Spitfire Homes Bespoke Collection)
Spitfire Homes has opened the doors to a luxury five-bedroom show home, marking the launch of its high-end collection of 19 stunning new residences at its Harrington development in the picturesque Warwickshire village of Tanworth-in-Arden.
Rutherstone in Hawkesbury Upton (part of the Spitfire Homes Bespoke Collection)
Rutherstone presents a selection of unique properties in the delightful village of Hawkesbury Upton. The collection showcases 13 generously-proportioned detached houses, with a choice of three-, four- or five-bedrooms, as well as a spacious two-bedroom detached bungalow with substantial living space.
Are you offering any particular incentives on these developments?
Yes, but these are not standardised across our developments and are instead tailored to the local market or demographic. Responding to a range of target audiences and the varied nature of our product, examples include interior design packages to contributions towards energy bills or mortgage payments.
How do you think the rising interest rates and higher mortgage payments are likely to affect sales at your developments over the next 12 months or so?
The uncertainty within the economy is likely to impact affordability for some purchasers, but the key motivators for moving home remain. Increasing interest rates may result in prospective purchasers moving forward at a slower pace temporarily as they wait for the economy to settle a little, however that’s where it’s my job to engage and support them with messaging and promotions that appeal.
What do you consider to be the most important piece of advice you could pass on to a first-time buyer at the current time?
Don’t be put off. There’s a lot of negative coverage regarding the market currently, but for first-time buyers especially, the motivations for getting onto the property ladder remain. Whether they are currently living with parents and needing their own space, or if they’re currently renting and want to invest into an asset of their own, these factors remain the same.
You also have a Customer Charter in place, how does this help to support potential purchasers?
Most of us will only move home a handful of times in our lives and buying a new home comes with its own set of ‘rules’ and nuances. With this in mind, it is important to provide guidance, support and comfort to our purchasers to aid them on their customer journey with us. Our Customer Charter outlines the level of service that can be expected from Spitfire Homes – the stages at which they will be invited to view their new home while it is during construction, what their options are when it comes to choices and extras and so on. Outlining this detail at the outset of each customer’s journey with us helps to set a clear expectation level throughout – this transparency is one of the ways we have been able to achieve high customer satisfaction across our business.
And finally, what are Spitfire Homes' ambitions for 2023?
We are in a period of significant growth, following our rebrand in spring 2021, as we roll out our exciting new house type range across the Midlands. This new house type range has enabled us to increase our influence across our patch, unlock new land opportunities and reach new audiences. We have already established a strong land bank across the region, and shall continue to build on this further in 2023 and beyond. We are looking to start a number of new sites across the East and West Midlands, with our strong pipeline of more than 2,000 homes delivering increased unit numbers for our business and further building awareness of the Spitfire Homes brand.
View more developments currently available from Spitfire Homes