Customer Survey
- New Homes Today 2002 - Introduction
- Key Findings 2002
- Preference for New Housing 2002
- Affordable Housing and Planning Policies
- Executive Summary (2001)
- Glamorous, Aspirational, Well Designed (2001)
- More people want new homes (2001)
- Higher density homes - the impact of PPG3 (2001)
- The power of brand in house building (2001)
- Tomorrow's Homes Today
Higher density homes - the impact of PPG3
The background
The Government's new planning policy, PPG3 (March 2000), represents a major challenge to the house building industry. It also offers a significantly different kind of new home to many people who are used to less dense forms of housing.
The house building industry is positive about PPG3's new agenda of better design and increased density. In many places, especially the more urban areas, and places near rivers or canals, higher density housing fits in with the lifestyles and aspirations of the younger, more affluent purchaser.
However, one size cannot fit all. A blanket national target for higher density does not fit easily in the North, where there is already a surplus of high density housing, and in the suburbs, where high density can sometimes (but not always) jar with well-established and highly successful development.
For these reasons, the research this year looked at particular issues which are the most difficult when it comes to implementing PPG3. The researchers asked the focus groups what they thought about these issues.
1. Building communities
It is generally held that building homes is not enough to achieve regeneration - we also need to rebuild communities, and all the public and private services which make them work properly.
There seems to be support from consumers for this approach. There was a great deal of interest in new homes being built as communities, rather than simply as isolated groups of houses.
2. The quality of land
House builders are tackling increasingly difficult sites in order to help deliver the Government's target of 60% of new homes being provided from brownfield land by 2008.
The Government, the industry and local authorities need to make sure that people are well informed about the safety and reliability of land remediation in order to continue recent progress towards the 60% target.
3. Town houses (Perceptions of town houses)
PPG3's requirements for higher density housing has encouraged many house builders to develop town house styles on their new sites. These sometimes prove less easy to sell than other types of housing.
Town houses were seen as suitable for a town centre setting rather than one that was too suburban. If the context was right, as with riverside developments or the equivalent of London squares, then they could be appropriate.
Town houses work well in the right context, which tends to be an urban rather than suburban setting. Where space is clearly limited, but proximity to a town centre brings advantages of travel and facilities, then town houses are seen as an appropriate answer.
Town houses were also seen as appealing primarily to young, better off people without children. Respondents assumed the town houses lacked separate gardens and that they also lacked areas where children could play.
Privacy and space
Developers need to show consumers that town houses can satisfy some of the most crucial expectations - privacy and space.
Purchasers want privacy. Respondents were concerned that there could be problems of noise, both between houses and within houses. The children's bedroom might be opposite the lounge. They favour designs that include gardens or balconies or terraces that are not easily overlooked.
Many potential consumers are concerned that town houses do not make efficient use of space and that three floors can be inconvenient. The proportion of the total house space given over to stairs was seen as excessive.
There are practicalities with young children, up and down three floors with a baby.
(Potential buyer, Chatham)
However, the idea of loft space being integral is attractive to purchasers. This paradox can be addressed by the 2.5 storey design, which found wide appeal. The placement of the stairs on the penultimate floor needs to be carefully planned. Having living space on the first floor is seen as a mixed blessing. However, features like balconies with French windows add drama and enhance views, both of which are attractive propositions.
Conclusion
Two factors emerge to attract potential purchasers: these are elegance and individuality.
Elegance
Styles reflecting the best of Georgian or Victorian developments are popular. Features can include:
- Large, well proportioned windows
- Loft space windows
- Careful use of arched windows
- Wide, substantial front doors
- Well designed and integrated use of iron work
- A clear boundary between the house and the road
- Steps to front door where appropriate
- Layout reminiscent of London squares or Georgian crescents
Individuality
The wish for the individuality of a detached environment in a town house setting can be achieved by various methods.
- Houses linked, but with partial gaps between them
- Linking houses with garages
- Using a variety of house elevations, varying heights and features, within an overall unified design context.