WhatHouse? speaks with Kim Bell from Higgins Homes. We hear how #HomeComfort is at the forefront of Higgins Homes’ latest London schemes…
Kim, you've been with Higgins Homes for quite some time, how did it all start?
I have always had a fascination with architecture and interiors. Now I love how the developments I am involved with can change a streetscape and really impact people's lives. It's a privilege to be involved in just a small part of this legacy.
I was a valuer in a local estate agency and I saw an advert from Higgins Homes in the local paper for a site-based sales negotiator. I asked the question and a lunch later it was clear that sales on site was not the best route for me, but as Higgins Homes had started to grow as an organisation they created a role with me in mind; nearly 25 years on I am still here, although the job has morphed into a very different beast, covering a whole plethora of disciplines.
What is it about the company that's kept you there?
I have always worked within a culture where loyalty is important, prized and rewarded. It also gives me a level of autonomy, enabling me to get things done. It takes time to develop this level of trust for both parties but every day is different and I get to work with most departments within the business and some highly talented people. I am also involved with who we partner with in the creative and sales and marketing arena, an important first step in creating the brand’s identity.
Higgins Homes remains a family run business and champions family values and it is great to feel as if you belong. I also love to win trade and consumer awards and thankfully Higgins Homes has an enviable record for this - a third party endorsement is always welcome.
You're passionate about women having opportunities to build a career in the housebuilding industry - in your working life, how do you think things have improved?
It is important to work with like-minded creatives but also those who are happy to entice you out of your comfort zone on occasion. It means the work produced is rewarding to be a part of, as well as meeting its main objective of attracting the target demographic and creating a new place and community. It is very important to me to be a name, not a number.
Women’s roles within the housebuilding industry are almost unrecognisable since I joined the sector. You would find women in supportive secretarial and admin roles but very few women could be seen either on site or in technical roles. Slowly over the years this has started to change; it should have been quicker but there is now more balance and I think this is to the benefit of the industry.
The team members I work with within the sales and marketing environment are all talented and have a hunger and the ability to get the job done, definitely a case of the right person for the right job.
What could still be done to attract young women looking to work in your field, do you think?
We use early engagement, school visits to make sure that the built environment is not seen as scary or unattainable. The company has a work placement programme and a renowned management trainee programme. This includes reaching out to educational institutions across the board, but it also includes single sex girls’ schools to ensure representation. This year’s management trainees are two men and one woman. The company also undertakes site tours and so on, under the ‘women in construction’ banner.
Can you tell us about the sites you're marketing in London at the moment?
We are currently marketing three very different developments in exciting postal districts in London, they are also commuter-based developments. Each has its different challenge, but they all wear the badge of Higgins Homes that guarantees quality and choice.
New Stratford Works is probably the only new build opportunity still available in the recently named “city of culture” according to Forbes. Stratford is an incredible transport hub, with London Underground / Overground / DLR and the Elizabeth line, offering fantastic connections to restaurants, bars and events on your doorstep. There has been great interest from local families and first-time buyers looking for the Stratford buzz.
In Bermondsey we have Ecole. Built on the site of a former school, the existing school options locally are plentiful, which explains family interest in the two- and three-bedroom homes. Bermondsey is such a dynamic environment with so much green space for a zone 2 location and a real feeling of independence and discovery for new home buyers. Having Borough Market round the corner also attracts the foodie fraternity.
The Garratt Collection in Earlsfield is a real game changer for those looking for the next Clapham or Balham. We are working in partnership with Wandsworth, Octavia and the NHS to provide a whole new hub for young families and those looking for everything you need for a contemporary urban lifestyle.
All these new homes opportunities are now available to view and purchase and details are on our website.
Who do you think will be attracted to each development?
I think that we are looking at first time buyers/young professionals across all three sites, who will benefit from the strong commuter links. There is larger accommodation on offer, i.e. three-bedroom apartments or the four-bedroom houses at The Garratt Collection, which offer private outside garden space, which opens up the young, aspirational family market.
How is the London market performing at the moment, are you seeing any particular trends emerging?
The current market has its challenges. This means we need to work that much harder to ensure we are communicating with our customer base in a way that they appreciate and interact with. We have responded with the launch of a new incentive package – #HomesComfort.
The market conditions have meant that buyers are looking intently for the best opportunities open to them, a combination of quality, price point and location. We have seen that the length of time a buyer takes from deciding that they wish to enter the market until they decide on a purchase, is much longer than has been the case previously. We have also seen that the London buyer is now more flexible on location and will look further afield if this opens up more options for them.
Are you offering any particular deals or incentives to buyers?
Higgins Homes has just launched bespoke incentives under the banner #HomesComfort for home purchasers, that treats them as individuals with their own priorities…money saved on deposit top-ups, legal fees, even childcare support.
Another of our partnerships is with BoConcept who create Danish-inspired interiors and furniture accessories. Our simple policy is talk with us and always ask. If there is any way we can help you move into your new home we are here to listen and help where we can.
London has just hosted an AI summit - what's the future for property marketing when you consider the changes that are coming?
From a marketing point of view, we are at an early stage with this. I am very aware of the need for change and to embrace new technology, this however must be balanced with some degree of caution.
Areas I feel will offer the most positive changes include personalised marketing, chatbots and virtual assistants, predictive analytics and virtual and augmented reality. Environmental considerations are obviously front of mind.
And finally, what's the best piece of advice you could give to a nervous first-time buyer in the current market?
Yes, the cessation of Help to Buy has left a gap in the process of buying a home but does not necessarily mean this widely held dream of home ownership has to be unattainable.
I would say that buyers need to ensure they make an informed decision. Check out the housing stock available to you. Look into the finance element and ensure you are comfortable with how you intend to finance the purchase. A solid foundation is good, not only for your home but in searching for it. We would encourage buyers to come and talk to us, our sales staff are experienced and more than happy to listen to what you hope to achieve and see what we can offer in the way of advice or the use of the incentive package, #HomesComfort, to make your new home a reality.
Find out more about Higgins Homes at higginshomes.co.uk
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