De­vel­oper homes in on Cardea growth

The Peterborough Evening Telegraph - - Etbusiness Daily - John.kralevich@pe­ter­bor­oughto­ Pe­ter­bor-

PETER­BOR­OUGH-BASED Per­sim­mon Homes is buck­ing the prop­erty trend and the Cardea com­mu­nity is key to its suc­cess.

Since open­ing for sale two years ago, the de­vel­oper has oc­cu­pied 260 prop­er­ties at the site in Stan­ground, Peter­bor­ough.

Per­sim­mon’s rate of sales suc­cess is some three times the norm across the in­dus­try, which would av­er­age be­tween 25 and 50 houses per year, ac­cord­ing to Adrian Evans, man­ag­ing di­rec­tor of Per­sim­mon Homes East Mid­lands.

Why the suc­cess of Cardea, the com­pany’s big­gest site in Peter­bor­ough?

Adrian ex­plained that it was not only an at­trac­tive lo­ca­tion, but that it also catered for ev­ery­one’s hous­ing needs.

He said: “Cardea of­fers ev­ery type of prop­erty from a one-

JOHN KRALEVICH bed­roomed starter home to a five-bed­roomed de­tached house priced at £350,000.

“We have seen a strong per­for­mance from both the Per­sim­mon and Charles Church brands.”

And in 2012, which has seen 70 sales to date, pro­duc­tion is up by 25 per cent. At any one time, there are be­tween 90 and 110 con­struc­tion op­er­a­tives on site, and gen­er­at­ing enough de­mand to war­rant their own food stall.

The suc­cess re­flects what Adrian refers to as the com­pany’s “ma­jor in­vest- ment” into the lo­cal area where the Mor­risons su­per­mar­ket has “come on stream early”, and the sched­uled open­ing of a pri­mary school in Septem­ber 2012.

It all un­der­scores the Per­sim­mon Group’s re­cent trad­ing state­ment, for the 15-week pe­riod from the start of 2012 which showed com­pany per­for­mance at the top end of ex­pecta


Vis­i­tor lev­els to the group’s sites are up 10 per cent com­pared to the pre­vi­ous year with can­cel­la­tion rates run­ning at his­tor­i­cally low lev­els of about 17 per cent.

Cus­tomer en­quiry lev­els are strong on both the Per­sim­mon Homes and Charles Church web­sites and there has been fur­ther in­ter­est fol­low­ing the Gov­ern­ment’s launch of the New­buy 95 per cent loan-to-value mort­gage guar­an­tee prod­uct in March.

The weekly pri­vate sales rate is up 20 per cent and the or­der book, which to­tals £1.24 bil­lion, is nine per cent ahead of the same time last year. Sig­nif­i­cantly, it means “money in the bank”, said Adrian.

PROP­ERTY PAIR: Per­sim­mon Homes man­ag­ing di­rec­tor Adrian Evans and sales di­rec­tor Ch­eryl Bis­sett.

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