Posted 10 November 2023 by
Lizzie LeighWe’ve spoken with Jacob Sullivan, global sales and marketing director from Regal London.
We hear about The Laundry, designed with wellbeing in mind and with personalised incentives for each buyer
Jacob, what’s been your route to becoming global sales and marketing director of Regal London?
My career began in residential agency in 2003 working at Foxtons and Hamptons estate agencies throughout London, before moving to become sales and marketing director at Berkeley Group in 2012. In 2017, I joined Caudwell Collection as global director of sales, launching projects in Mayfair and the South of France.
For the last six years, I have led Regal London’s global sales and marketing teams. Working closely with colleagues in London, Asia and the Middle East, we are focused on supporting the creation of world-class residential developments and expanding the market presence of Regal London globally.
Regal currently has a development under construction in Hackney, East London, called The Laundry; it’s an intriguing name, can you tell us more?
At Regal London, we aim to reflect the rich and diverse history of the local area, exactly as we have at The Laundry. The site has been home to various uses historically and the name was taken from its original use; a 1960s industrial laundry.
There are 58 apartments in the scheme; what additional amenities will there be in the development for residents to enjoy?
Our collection of homes always offer a great level of amenity personalised for the residents we anticipate living there. The Laundry will have a residents' concierge, alongside several communal spaces which aim to improve the health and wellbeing of the residents. One of the standout features is a large communal roof terrace with planting and uninterrupted views onto London Fields, the City and Canary Wharf.
What is particularly special about this location is the surrounding context. As well as amenities inside the building, residents have a whole range of activities on their doorstep including London Fields, various cafes, restaurants, bars such as Martello Hall, and the beloved lido – it’s a fantastic offering for potential buyers.
And who do you expect The Laundry to appeal to?
The Laundry is due to complete at the start of next year and we’ve already sold 75% of the homes. The majority of buyers are purchasing for the first and second time and are in their thirties and forties. Across all our buyers, we see a real love for the area, from the buzz of the surrounding amenities to the connectivity via the Overground line. Finding a well-designed, good quality home was the final piece of the jigsaw for them and The Laundry ticks that box.
We’re excited to see this community of like-minded residents convene, it’s what we imagined when designing the communal spaces. Ahead of completion, we’re planning a Winter event to invite residents and potential buyers to meet prior to taking occupation at the start of 2024.
How far in advance are your interior trends worked on, in readiness for buyers to move in?
Our in-house designers work hand in hand with other areas of the business including the sales team. This means we can really find that sweet spot between what is on trend in that location and what will have the most impact when people take occupation.
At The Laundry, we’ve gone for a contemporary, playful specification which brings in elements of the surrounding area, including forest green tiling in the bathroom to reflect the adjacent London Fields. All apartments have been designed with views in mind, particularly those higher up which have views across the whole of London.
We have worked with renowned interior designers Accouter and Avoir to dress our show apartments, with the buyer of the three-bed show home choosing to purchase the apartment with the complete interiors package.
Hackney attracts a highly creative community, is there room for buyers to put their personal stamp on the apartment interiors before they’re completed?
One of the benefits of buying off plan is the flexibility. The playful yet simple colour palette will allow for buyers to personalise their home as they wish. For one buyer, we have combined two units to meet their desire for more living space. This obviously depends on the timing of the sale; however smaller amendments can be made including changing hardwood flooring to carpet, room layouts and plug socket positioning.
Are you offering any particular incentives to buyers?
At Regal London, we work with each buyer to establish what type of incentive would most suit their needs. Whether that is a furniture pack or a more flexible payment plan, the team will consider the overall development offer and consult with the buyer to determine what will work best for them.
What other schemes do you have coming up at Regal in the next year or so?
We’ve just launched Fulton & Fifth, a new development in Wembley of more than 800 homes alongside new independent cafes, workspaces and new biodiverse green spaces located adjacent to Wembley Park. Our other active developments in London include The Haydon in Aldgate and The Clarendon in Watford. We also have a number of other soon-to-be-announced schemes in the pipeline, from student accommodation to offices and residential.
What’s happening in the property market in East London at the moment, are you noticing about particular buying patterns?
East London has seen huge popularity in recent years and there are still many buyers in the market looking for best-in-class development. Buyers are looking for a home that fits their lifestyle, intent, profile and where they hope to live for the long-term. New build developments are as popular as ever with people buying into a more energy efficient building that is functionally better with a modern specification, amenities, and a diverse community.
East London is also in need of high-quality rental stock. Whether you’re buying to live or invest, we believe these homes will also rent extremely well due to the location and connectivity.
And are there any new hot spots people should be considering if they’re looking to invest in an up-and-coming area?
Ultimately, people are looking for good connectivity, high quality design and a great location with world class amenities. Aside from London Fields, there are so many pockets of East London that have huge potential and are on peoples’ radars already.
This trend is moving into South East London, and areas such as Peckham, Camberwell and Dulwich are increasingly popular due to the connectivity and amenities on your doorstep.
Find retirement homes in the London Borough of Hackney
Find Help to Buy homes in the London Borough of Hackney
Find new homes in the London Borough of Hackney