Redrow has designs on buyers in Swansea
Award-winning housebuilder Redrow has targeted its customers in Swansea to find out what makes homebuyers tick when it comes to interior design.
Awel-y-Mor, in Birchgrove, was selected as the location for the South Wales research and Redrow sought inside information on what purchasers of its New Heritage Collection look for from the interior of their new home.
Focus groups with up to 10 customers were held around the UK and their responses revealed some surprising results.
When asked to rate the importance of a show home when choosing a new property, the overwhelming consensus was that it was an “essential” tool in their decision-making process and it was found that people were willing to travel to see one. It also proved to be one of the top five influences when people were designing the interior of their own home.
The top five factors the Swansea homebuyers looked for from their new home were; the location, a traditional appearance, quality build, open plan layouts and practical interior layouts in general – all the defining features of Redrow’s New Heritage Collection homes.
Rachael Davies, area sales manager for Redrow Home (South Wales), said: “Obviously meeting our customers’ needs is of paramount importance to us, and it is what we have strived to do with our New Heritage Collection homes from the very beginning of the design process. However, the focus groups have enabled us to find out exactly what made our new customers choose our product and also shown us how we can make them even better in the future.
“Their answers did uncover some interesting facts. For example we always knew show homes were important to our customers but now we have learnt that they are deemed “essential” for their decision making process and their quality is a big influence on whether they choose to buy a home.
“Particularly they told us they want to see a show home that reflects the way they live their own lives. This is something we have tried to portray with all our new show homes and now we will ensure this is something we continue to do as it’s exactly what our customers want to see.”
Redrow launched its New Heritage Collection at Awel y Mor in April and opened two show homes in May. The homes combine traditional exteriors with contemporary interiors, carefully planned to meet the needs of modern lifestyles. Similar properties are also being built at Cae Rebecca in Pontarddulais and four other locations across South Wales.
Rachael added: “As well as learning so much from the focus groups, we also have received some validation for the way we have developed our New Heritage Collection to date and discovered we have been meeting the high expectations our customers have of their Redrow homes.
The New Heritage Collection is a premium housing product, which externally displays more than a hint of nostalgia, influenced by the ‘Arts and Crafts’ era.
Just as the Arts and Crafts era (c1850 – 1915) grew from the desire to bring back the skill and creativity of the individual craftsman and revive the simplicity and honesty in the way buildings and furnishings were made, Redrow has deliberately set out to reintroduce a high degree of individuality to the way its homes look and feel.
These traditional exteriors hide a contemporary interior specification, featuring convivial open plan living spaces, fashionable kitchen designs with floor to ceiling units, central islands and top brand name appliances, plus bathrooms that are sleek, modern and pleasing to the eye.
Homes from The New Heritage Collection at Awel-y-Mor are initially priced from £124,995 for a two-bedroom design to £259,995 for a six-bedroom detached home.
Within easy reach of Swansea Marina and the stunning Mumbles and Gower coastline, residents of Awel-y-Mor can relax and enjoy the tranquillity of their surroundings, yet they can also experience city life with Swansea’s shops, bars and restaurants just a few miles away.
For further details of the Awel-y-Mor homes, visit the marketing suite and show homes (open daily from 10am to 5.30pm).
