Jane Williams, head of sales and marketing at Optivo, tells us about their latest Brighton-based scheme, Home X, on the former Preston Barracks site.
Jane, how long have you been with Optivo as their head of sales and marketing?
I joined Optivo in April 2020 just as we went into the first lockdown and everyone started to work from home. Previous to Optivo, I was at Red Loft and worked for Clarion.
My role is to lead the sales and marketing teams at Optivo and in particular, look at how we navigate our way through the pandemic and continued to sell homes to people, particularly those looking to buy their first property.
Your latest scheme, Home X, sounds exciting, tell us more!
Home X is our flagship scheme creating a new neighbourhood on the former Preston Barracks site in Lewes Road, Brighton. The 369 homes will create a new community as part of the wider £150million regeneration plan of the site, which will establish the area as a thriving academic and economic corridor.
Our selection of studio, one-, two- and three-bedroom apartments and triplexes are available to buy on the open market or with Help to Buy, Shared Ownership and rented options, so there really is something for everyone.
The new community taking shape will revel in Home X’s high-quality residential spaces each with cutting-edge technology, landscaped outdoor spaces and inspiring flexible workspaces, perfect for those who want to divide their home and work environments but without the long commute. Residents will also benefit from a concierge service in the ultra-cool communal space, a wellness area and allotment space.
The homes themselves are bright and spacious with high-quality, open-plan living spaces, wide hallways and plenty of storage space. The homes come fitted with smart and energy-efficient Siemens integrated appliances and bathrooms rock modern matt black fixtures and fittings. Selected apartments come with either their own balcony or terrace for much needed outdoor space.
Home X
How is the Brighton housing market performing at the moment?
This is the first new neighbourhood for some time. In recent years, Brighton has struggled to deliver homes to meet the identified needs. Having such a great number of new apartments at Home X is really what has been needed for many to be able to get a foot on the ladder and make homeownership in Brighton possible, especially for first-time buyers taking advantage of Help to Buy or our Shared Ownership initiatives.
The average property price in the Brighton postcode area is £413k and has seen an 11% increase over the last 12 months. A new build is often even more at £495,000, so we are really building much needed affordable homes.
Home X plays an important part in the wider regeneration story with both a private and affordable residential offering. So far, we have seen strong interest from buyers impressed by the high level of finish and functionality of the apartments. A great selection of amenities and the wider neighbourhood offering on your doorstep are also huge plus points in making Home X your address.
Did the pandemic affect the way Home X was developed, in terms of the lifestyle opportunities it offers?
Definitely, at Home X we wanted to offer homes with future flexible living space ideally for people who want to collaborate with a likeminded, thriving community. We are lucky in that the location is nestled between the South Downs and the sea and it’s a moment’s stroll away from innovation and collaboration hub, Plus X. So it fits perfectly for people who want plenty of outside space and a variety of places to work.
With more people working from home we’re including work space in our concierge area and communal space for external activities, where residents can use the space for health and well-being activities.
Home X and the wider regeneration of retail, workspace and landscaping will help put this part of Lewes Road on the map again, and make it a new destination for the city and its residents. There will be a medical centre, pharmacy, convenience store and a 1km running and fitness route.
Home X show home
And who do you expect to buy there?
Our core buyers are local residents and first-time buyers, plus parents who are investing in their child’s future by helping them on to the ladder while they’re a student at the university. At Home X, there’s a range of property sizes so our homes are suitable for everyone from single purchasers to larger families.
Will you be offering any particular incentives to buyers at Home X?
At Home X we are offering the government incentives Help to Buy and Shared Ownership.
Help to Buy allows first-time buyers to purchase a property with the help of an interest-free loan up to 20% of the purchase price for up to five years to help towards their deposit.
Shared Ownership is a great way for first-time buyers to get into home ownership; at Home X buyers can purchase from 35% to 75% of their home and pay a subsidised rent on the remaining part, with the chance to increase the share. With our Shared Ownership homes you can buy a one-bedroom property with deposits from around £5,000 depending on the mortgage products buyers can secure.
As part of the travel plan for Home X, we’re offering all residents access to car club membership through Enterprise Car Club. Residents will get two years free membership plus a £50 driving credit. These are for electric vehicles and we have charge points located on site. Residents can also choose one of the following other travel benefits; a 12-month NetworkSAVER ticket offering unlimited travel on Brighton & Hove buses, a £150 bike voucher to go towards a new bike from Baker St Bikes in Brighton or a 12-month BTN Bikeshare membership that allows the user to use any of the bike hubs across the city. We will also offer some seasonal incentives linked to key events throughout the year.
What are the top three priorities that you see from first-time buyers at Optivo schemes?
The priorities we’re seeing from first-time buyers at Optivo schemes are space, buyers want room to grow and are now looking for space to work from home; quality homes with great specification and finishes and location is also key. Our buyers want value for money and homes close to local amenities, and easy access to travel.
Home X show home
Do you think there are enough affordable new homes being built in the UK?
No, as a country we need to do more and offer more choice to help those on to the property ladder. The government’s Help to Buy initiative is coming to an end in 2023, so first-time buyers looking to benefit should consider looking now, and as an industry we need to look at ways to fill the void left by Help to Buy ending; Shared Ownership will take on a lot more prominence for first-time buyers.
At Optivo we’ll be investing £3.5billion in new homes over the next ten years, funding a development programme of 1,500 homes each year, 85% of which will be affordable.
What aspirations does Optivo have for 2022 in the months ahead?
We’re almost halfway through our existing strategic plan, so our aspiration remains the same to push ahead with our aim of building 1,500 homes a year. As a group we’re looking at the most suitable products for first-time buyers in different locations of the country and looking at our Shared Ownership offer in line with government announcements made in the summer. And through everything we do we have to be mindful of the effects of the last few years with Covid and how that has affected the housing market, being cautious of the shift in priorities buyers now have. Our aspiration as ever is to build homes that are inspired by our customers and what they need to get onto the property ladder.
And finally, why buy from Optivo?
The Optivo team really do live and breathe the core values it set out. We are more than just building homes but about building communities. Our founders were passionate about helping families with a housing need and we continue that strong commitment to social purpose today. We are investing heavily in our communities and our residents are at the core of everything we do. Our customers are our priority and we pride ourselves in giving excellent customer service from first enquiry right through the sales process and long after someone becomes a resident. We take pride in the homes we build and have built a team with a vast breath of knowledge and experience to be able to offer help to our customer across the whole buying journey.
Find out more at optivosales.co.uk.
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