Before launching any development, a housebuilder should reflect on this one question:

“Why would someone buy here, and not the one down the road?”

If the answer is:
– “Because it’s new”
– “Because we think it’s better”
– “Because it’s in a nice area”
…then there isn’t a real differentiator.

The best developments:
1. Have a clear reason why they stand out
2. Make buyers feel something – not just tick boxes
3. Sell a lifestyle, not just a layout

If you’re trying to market your homes without a differentiator, you know as well as I do that it’s a very tough place to be!