We speak with John Winstanley, managing director of Strategic Land at Story Homes to hear how working collaboratively with councils and communities reaps benefits when it comes to addressing the shortage of new homes...
John, what brought you to the role of managing director for Strategic Land at Story Homes?
I joined Story Homes around six years ago but in 2021, a standalone Strategic Land business unit was formed, allowing us to focus on securing our long-term land pipeline in a competitive market. At this point I was promoted to managing director for Strategic Land.
Story Homes has a strong record of successfully promoting strategic land and has made a significant amount of resources available to ensure we continue this in the future; so, the chance to work with the incredibly talented team who deliver exciting new opportunities and ultimately, shape the future of our business, was a very easy decision.
Which part of the process do you find most satisfying in your role - the initial purchase of land, or seeing a completed development of new homes on that site?
When our hard work allows us to secure planning for a complex site, you feel a huge sense of satisfaction. We commit a lot of time and effort to our sites, so we feel personally invested in their success. Then driving onto one of our finished developments and seeing all the families enjoying their homes, you can’t help but feel pride in the community that’s been built and the part we’ve played.
Your work is focused in the north of England and in Scotland - how do the two areas differ in terms of land availability to build on?
There is more in common than you might expect; most local authorities are trying to balance how they bring forward local plans within an overall climate of resistance towards new development and a lack of resource to process planning applications.
Unfortunately, this results in an acute shortage of new homes, which is why we formed our Strategic Land division – to pursue opportunities for much-needed mixed-use development across the north.
Are there regions you work in that are easier to acquire land in than others?
Not necessarily – we have a positive track record for delivering high-quality developments in several regions. Recent successes include planning for 54 homes in Cheshire – a new geographical area for our business – as well as 300 homes in North Tyneside and 187 homes in Lancashire. Our main challenge is the lack of new sites coming through the planning system, which is why the strategic land portfolio and delivery of land into the business is key.
In our experience, better schemes are delivered when we work collaboratively with councils and communities. The homes are received more positively and respond directly to local need, as opposed to just addressing any policy requirements.
We hear you're working on an exciting 'Garden Village' project at the moment, can you tell us more about that?
Cuerdale Garden Village is an incredibly exciting opportunity to deliver a new community of 1,300 homes, plus workspace and recreation facilities. Working with a single landowner, our holistic approach has created a bold vision for the scheme.
The plans address current and long-term needs of South Ribble and Central Lancashire, delivering a £225 million economic boost and creating more than 3,000 jobs. The new community will also respond to the current energy crisis, climate change, affordable homes and public transport needs, all within a beautiful parkland setting.
Who do you think the homes will appeal to in that particular development?
Whether it’s a first-time buyer looking to take their first steps onto the property ladder, growing families, downsizers, or those looking for an affordable home or retirement living, there will be something for everyone at Cuerdale Garden Village. The full suite of community services – such as a local centre, primary school, and sustainable transport links across the region – will also attract people of all ages and backgrounds.
Have you seen any noticeable changes in what people are looking for from a home in the time you've worked at Story Homes?
People want more flexibility. They are looking for that extra room to use as a study or home office, as well as open-plan living areas for entertaining, exercising or relaxing with the family. The pandemic also highlighted the importance of access to good quality open space, whether that’s enjoying the garden or local parkland.
More than ever our customers are tuned into energy efficiency and the savings a new build home offers. With efficient heating and water systems, high quality insulations and solar panels, a Story home offers higher quality living at a lower cost. We continuously evolve our product with the aim of exceeding our customers’ expectations and as a business, we’re looking at what’s next as we plan our homes in the future.
What advice would you give to anybody who thinks they might have land to sell for development?
Choose the right partner and work with someone you can trust. Land promotion is inherently risky and takes time and resource to deliver sites through the planning system. We value the strong relationships we build with our landowner partners; their involvement is as important as the councils and stakeholders we work with. Story Homes is seen as a trusted partner, and we pride ourselves on this.
What could be done to simplify the land buying process to create enough new homes in England and in Scotland, do you think?
The land buying process itself is relatively straightforward; there is however some ‘red tape’ that can delay land purchases, site starts and ultimately the delivery of new homes.
The main issue with delivering new homes is the lack of supply. Properly resourcing the planning system so enough land is available to deliver the homes the country needs, is the priority. Without a proper supply of land, all other interventions will not solve the root problem.
And finally, what's in the pipeline for you over the next 12 months?
We have schemes in the pipeline ranging from 50 to 1,300 new homes. Major projects include Burton Road in Kendal where we will soon start our public engagement for the delivery of 340 new homes, as well as Stainsby in Middlesbrough which would deliver circa 700 new homes and a country park.
Within the team we have great people in Land, Planning, Commercial, Technical and Finance who are dedicated to growing the business into new geographic locations, such as Yorkshire, as well as realising current opportunities. So all in all, a busy and exciting 12 months ahead!