Growth And Opportunity In West London 

We speak with Doug Acton, sales director at SiteSales Property Group, about his role and the opportunities back in West London once again…

Doug, tell us a bit about your role at SiteSales?

Sure! I have recently joined SiteSales Property Group as sales director, my job is to make sure that everything on the sales side of the business is running smoothly. I oversee 25 live sites with the support of a team of sales managers and our on-site sales teams. I also manage our progression team to ensure we are delivering on sales and completions for our clients and buyers. My role sits somewhere in the middle of cultivating our processes, customer experience and making sure we have the right people in the right place at the right time.

We offer housebuilders, private developers, local authorities and housing associations a range of services from land transactions, 1-2-1 scheme troubleshooting to a full sales and marketing function. Essentially everything from conception to completion! SiteSales also operates a private developer arm called Regenta. We have nine current projects, and we’re growing rapidly. Regenta specialises in providing high-quality homes in London and the South East. I will be involved in some capacity, given my past developer experience, but for now there’s enough to be getting on with for SiteSales.

What does a typical day look like for you?

I am not sure there is such a thing as a typical day, every day is so different. I try to spend as much time as I can onsite with the teams and with our clients. That’s been challenging in my first few weeks as I am torn between getting involved with the departments at Head Office and getting out and about. That said, a routine is slowly happening, although in this industry there is never a routine!

I undertake strategic meetings, which ensures we are planning ahead and staying ahead of the market. As we cover a wide area of London, one of my favourite meetings of the week is when I can bring the whole team together to collaborate and share ideas. I am also dedicated to helping forge new business opportunities. SiteSales is on a huge expansion drive, we are growing - solidifying new business relationships is one of the elements of my role I love. For me, it is vital to maintain a presence on the ground. We work with a number of developers and housebuilders; building relationships where everyone involved is essential.

Do you face any challenges in your role?

Yes, where would we be without our challenges! I personally challenge myself every day to ensure we are exceeding targets for our clients and delivering on our promises. It’s also important for me to keep abreast of market changes, trends and industry news, which I share with the sales teams on the ground. Dealing with people is also a challenge! That said, it is the most rewarding and we have some great career paths planned for our staff and wonderful opportunities for people to grow.

SiteSales operate across London and the Home Counties on multiple schemes for a variety of clients, can you explain how this benefits those looking to buy a new build home?

We are one of the few selling agents that specialise in the sales of both Shared Ownership and private sale. In simple terms we are a development, sales and marketing specialist business. We sell multiple new build schemes on behalf of numerous clients; meaning we have access to a large volume of housing stock which enables us to help match the purchaser with their perfect home. We also have a market research and consultancy department, so we see our approach as consultative selling, with a real care to ensure families, young couples, working professionals or whoever it may be are really happy with their purchase.

Which areas in London are proving popular at the moment and why?

It used to be all about the East. We have seen huge growth and opportunity there over the past 15 years. Ever since the Olympic legacy which started prior to 2012, there has been some wonderful regeneration of sites that are thriving now, areas such as Canning Town and around Pontoon Dock. However, the West is coming back! Southall is proving popular, since the opening of Crossrail there. The area provides some real value for buyers, as well as a rich culture. The regeneration has only just started, so it’s perfect timing for those who want to take advantage of that and move into an area that will reap the rewards of the investment and improved infrastructure. The location gives fast access to the West End and easy access out to the Berkshire countryside.

What is your favourite (scheme) and why?

My favourite scheme is Kings Grove, Islington. Kings Grove is situated in the heart of Islington, within walking distance of Angel and Old Street underground station. The location is within a leafy suburban road, steeped in history, but yet 5 minutes from Silicon Roundabout and the new entrepreneurs that are drawn to the area. It’s a cool vibe, but with a village feel. We have just opened our marketing suite and show home there and it looks spectacular.

Tell us a bit about some of your newest instructions?

Gosh, where do I start! We recently launched Skyline, opposite Walthamstow Central, a 15- story development with a mix of Shared Ownership and private sale homes. We have also recently launched award-winning Bury Street West. This is a beautiful example of a landscape-led development of just 22 stunning houses in Enfield, available for private sale. In December we release Hartland Drive, near Edgware which sees 23 homes available to purchase through Shared Ownership; then in January we launch Glenhaven in Borehamwood, which is also available with Shared Ownership too! We already have seven further launches planned for 2023, which doesn’t include the phase launches of our existing sites. So yes, lots on and busy, busy, busy.

What tips would you give to people looking to move but feeling nervous about the market?

I recognise it’s an unnerving time, but my thoughts fall under a few simple points. It seems every six months there has been some reason not to buy; be it Brexit, political unrest here and abroad, pandemics and recessions. But yet, the market remains resilient to all of this. The Shared Ownership model works really well for those that might be apprehensive, as you’re only purchasing from a 25% share of the property, rather than 100%. I would say, a home shouldn’t really be seen as an investment, but a place to live. If you find something you like and you can afford it, go for it. It’s often far cheaper and better in the long term than renting.

Are there any new home trends you have seen emerging?

I think without question the focus on sustainable living has become front and centre for the industry and for buyers. While this certainly isn’t a trend, it is probably one of the key motivating factors in the decision-making process leading people towards a new build home, rather than a second hand one. Working from home has become the new norm, so many buyers these days want a dedicated workspace – somewhere that allows them to separate their home and work life, even if it is under the same roof; and with that comes the reality of the increase in the cost of utility bills – of course new builds will outperform in this area.

And finally, what about life outside of work, what do you enjoy doing in your spare time?

I love music and sport! I particularly love seeing people do things well. I love listening to live music and also watching live sport. I currently teach the Sevenoaks U9’s Football Team and organise local tournaments. Encouraging teamwork and sportsmanship is something I really enjoy – it is so rewarding to see the children develop, exercise and, most importantly, have fun!