The 'Wow Factor' From Lusso Homes
Neil Jones explains how the ‘wow factor’ appeals to Lusso Homes’ discerning clients in London and Surrey, and why charity begins at (new) homes.
Please tell us about your role and day-to-day responsibilities at Lusso Homes.
I am one of two co-founders and a joint managing director. My day-to-day schedule varies greatly - some days I’m out of the office entirely, viewing new project opportunities, or attending site meetings with our commercial team or private design & build clients; other days I’m office-based, directing our team and providing oversight to our non-executive board members and investors.
What are the latest schemes you’re working on?
Currently, we’re working in Ealing (eight houses), Oxshott (four houses), Weybridge (five luxury apartments), Esher (a private client design and build) and Weybridge (also a private client project). We’re also gearing up to start new projects in Guildford, Sunningdale, Farnham and Walton-On-Thames.
Lusso is known for its high-quality finish and attention to detail; are there other things that make your homes recognisably ‘Lusso’?
It really is all about the small details that set us apart, and of course ensuring the finishes are second to none. We are known for bringing the ‘wow factor’ into more modestly priced homes, features you might only expect to find in higher valued mansions; for example, taller ceilings with coffers and beautiful cornicing, external stone detailing and feature brickwork, as well as extensive bespoke joinery.
Do you offer any incentives to your buyers?
Sometimes, yes. In fact, we are currently offering Part Exchange and Stamp Duty paid packages at our Ealing project.
What are the most important things for people to consider when buying a new build home?
Apart from the obvious location, location, location, I would advise buyers to look carefully at the quality of finishes and enquire about the specification. Knowing where the kitchen, bathroom, ceramics, windows (and more) have been sourced can be very helpful, especially if comparing one new development with another. Whenever possible, I would suggest meeting the principals in the project/housebuilding company. I’ve met every single buyer since we started in 2005 and I believe this really makes a difference.
How is the housing market performing in the areas you operate in at the moment?
It’s been a mixed bag. Our apartments in Weybridge have sold like hot cakes (priced between £800k and £1.4m, 4 out of 5 sold off-plan at full asking price) and we were very fortunate to sell a stunning single home in Esher for £5.5m in just 9 weeks! We no longer have any projects with individual unit values above £1.75m, in fact most are under £1m, which seems to be a safer, more liquid space to operate in during these ‘unusual times’.
Is there a certain ‘type’ of person who buys a Lusso home?
I would say our buyers are very discerning and in most cases pretty aspirational. They’re often younger, growing families but our properties also appeal to more mature buyers seeking the same luxury and quality they have enjoyed in the family home, but on a smaller scale, such as our apartments in Weybridge.
Your charity golf and dinner days with celebrity guests have become well-known, popular events within the industry, which charities has Lusso chosen to support over the years?
We’re huge supporters of Shooting Star Chase Children’s Hospice Care who, like us, have their headquarters in Weybridge. We’re super proud of our annual events, which are attended by over 300 people, predominantly from the property industry. Despite more challenging market conditions our attendees have continued to dig deep to ensure we raise lots of money every year!
What interior trends are proving most popular with buyers at the moment?
We’ve seen a return to hand painted doors and bespoke cabinetry over the past year or two, moving away from the more glossy finishes.
And finally, if you hadn’t been a housebuilder, what might you have done instead?
Like many teenagers growing up in the 80’s, I was inspired by Top Gun and I dreamt of being a fighter pilot! More realistically however, it’s much more likely I would be using my sales, marketing and branding skills in the events space…it’s why I love arranging our annual charity event each year.