DELIVERING THE SALES STRATEGY 
FOR UNIQUE HOUSING SCHEME

for LANDs improvement holdings

 

The Frythe is a country house set in grounds extending to approximately 19.3 hectares (47 acres), just outside the village of Welwyn and about 30 miles north of central London. The site was sold by way of formal tender with the benefit of outline planning permission.

 

What we did

  • Assisted Lands Improvement Holdings (LIH) with the acquisition of the site, designated a Major Developed Site in the Greenbelt, from GlaxoSmithKline in December 2010

  • After extensive consultation with the local planning authority and community stakeholders, planning permission was sought and subsequently granted in late 2012 for 196 residential units 14 of which are conversions within The Frythe

  • Through careful negotiation, LIH safeguarded the conservation of a significant number of protected trees, created a new wildlife habitat and ensured the conservation of the Frythe
    house as a building of local historic interest

  • Undertook a sales and marketing campaign and in the summer of 2013 the site was sold to a JV of Linden/Wates.

 

Result

 

 

 

 

 

  • Construction commenced in Spring 2014 with the launch in the summer of that year

  • Through select marketing we achieved a land value in excess of the client’s expectations

  • We delivered a capital receipt in line with the funds requirements
  • Our defined strategy delivered the result they were looking for within a tight timescale

  • The net receipt was four times what they had acquired the site for.

 

£40m

land value

 

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