Persimmon Homes exceeds brownfield targets

Persimmon Homes East Midlands has announced figures showing that it is not only embracing the concept of building homes on previously used land, but is exceeding Government targets for brownfield regeneration with 51 per cent of its new developments being on land which had been previously built on.

When the Government’s Policy Planning Guidance Note 3 (PPG3) was introduced in March 2000, it represented a major challenge to all house builders. The prime selling points for new build homes had always been sprawling detached properties with double garages, surrounded by green open space. Space and location were key factors in the success of new build, particularly ‘executive homes’.

But as greenfield land was eaten up, it was recognised that drastic measures had to be taken. To this end the Government introduced a special planning policy guidance note – PPG3, which dictates that 60 per cent of new houses should be built to higher density on previously used land and they should be built up instead of out, heralding the return of the three storey doubled fronted housetype.

Adrian Evans, managing director for Persimmon Homes East Midlands, comments: “Persimmon has always been positive about PPG3, and a great deal of hard work has gone into ensuring that our developments and housetypes influenced by PPG3 provide our customers with the exceptional product they deserve.

“Against a background of urban renaissance our customers have embraced the new principles of urban design and now enjoy the lifestyle benefits that urban locations bring. ‘Location, location, location’ is still a key selling point, and buyers have quickly been persuaded to swap their ideals of a rural setting for the convenience and vibrancy of city or town centre life. Because land has been used previously many brownfield sites boast an interesting history that can also be attractive to potential purchasers.

“With so many more open minded purchasers our well located developments combined with more imaginative house designs are better suited to the lifestyles of both today’s and tomorrows new home buyers.”

Persimmon Homes has been quick to embrace the return of the three storey townhouse property which offers more space than many detached properties and uses considerably less land.

Adrian concludes: “The layout of three storey houses has much appeal to all of our customers who like the versatility that our new homes provide; home offices or more private rooms for guests, whilst families have been able to spread out – parents can escape to the master suite on the top floor or shut teenagers and loud music away, and the fighting over the bathroom in the morning has become a thing of the past.

“Higher density build has been a very positive move with homes and locations more suited to modern lifestyles. From the outset we embraced the new Government guidelines seven years ago, before many of our competitors, and our new style developments are proving better for the purchaser and the environment. We are currently ahead of schedule with brownfield targets and have more developments planned which continue to make the very best of urban regeneration.”

Persimmon Homes East Midlands is currently building at a number of developments across the region with sites in Huntingdon, Peterborough, St Neots, Longstanton, Grantham, Cambridge, Cambourne, Navenby, Bourne, Boston, Waltington, Witham St. Hughs, Newark and West Lynn.

For further information on the range of properties available, visit Persimmonhomes.com.