30 PROJECT REPORT


level of product locally; “there were a few of the plcs, but they weren’t offering the same level of environment.” As well as the quality of the location, the amenities were top notch, and local schools were good, all key features for attracting buyers. The demand was also spurred by the fact that there weren’t a lot of four-five bedroom executive detached houses on the market locally, and what did come on “was selling relatively quickly.” The mix of homes in this scheme was decided by the planning department to some extent, while the site didn’t fall under a strategic local plan per se. As well as four and five-beds, ameron omes mixed in some three bed homes, based on its research of what would be most viable, “and we’ve been proven right,” says Morrissey.


DESIGNING FOR THE DEMAND The local vernacular in terms of nearby homes was fairly strong in terms of quality, which meant that the developers had to ensure their designs were up to scratch, to say the least. Adjacent to the new homes were “some really traditional, nice, sizeable existing properties,” says Paul Morrissey, adding that the focus was to try and tie into these rts and rafts- style properties in terms of aesthetics, including a carefully specified brick mix (Forterra Hampton Rural Blend). Further down the road were smaller homes, so


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Cameron Homes distributed the smaller three-beds at that end.


Morrissey says that designing their homes to fit these existing properties happily fit into ameron omes’ existing portfolio well, we felt it was a good fit for our standard product, but made a few tweaks to make sure it fit with what was further up the street,” for example the type of tudor boarding or roughcast render chosen. Brick cill details and surrounds replicate those elsewhere in Long Lane, and the tudor boards “exactly replicate” some of those found elsewhere in the street. Doors are the ‘70s’ style with the higher glaed panel, again reflecting others in the street. Porch details and bay window roofs are traditionally built by joiners, similar to many of those Cameron Homes has used on other schemes. He says that with Building Regulations having progressively called for a higher performance design (although this scheme was pre the 2021 Part L uplift), this actually helped reinforce what Cameron Homes has gained a reputation for doing over the past few years, which is “building a solid property.” Not being in a conservation area meant that the developers were able to specify PVCu window frames to gain an acceptable performance result as well as a reduced ongoing maintenance burden for the residents.


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