Our strategy is centred on delivering sustainable growth and long-term value by focusing on the mid-premium housing market, where demand remains resilient and customer expectations align with our strengths in quality and design. We are committed to optimising our high-quality land portfolio, ensuring we build houses in locations with strong market fundamentals and consumer demand. Through providing best in class customer experience, operational efficiency, high quality build process and to be delivered by experienced management and motivated team, we aim to strengthen our market position and enhance returns for shareholders, while creating communities where people aspire to live in.
All you need to know about buying a new home with Crest Nicholson
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Building great places for our customers, communities and the environment
Crest Nicholson create well designed, high quality homes in sustainable communities
Strategy
Four key strategic priorities to deliver
Delivering strong value growth alongside disciplined volume growth
Building exceptional quality homes efficiently
We are committed to delivering high-quality homes through enhanced standardisation of our build processes and comprehensive training for build teams. By embedding a ‘build right first time’ culture, we aim to minimise post-completion issues and reduce the need for remedial work. Our strengthened external quality reviews and bolstered quality and customer service teams ensure consistently high standards. Additionally, by establishing a separate fire remediation function, we have enabled our housing divisions to maintain full focus on delivering exceptional new homes efficiently. Sustainability is at the forefront of our strategy, with a clear ambition to achieve net zero by 2045. We are committed to enhancing biodiversity, reducing waste, and setting clear, measurable targets to support our environmental goals across all areas of the business.
Delivering outstanding customer experience
We are enhancing every stage of the customer journey through a refreshed marketing approach and the implementation of key initiatives designed to upgrade and optimise the Crest Nicholson experience. These include modernised sales suites, an improved consumer website, and a stronger focus on post-completion processes to ensure a seamless experience beyond the point of sale. We have also refined our incentive structure to align with mid-premium brand positioning, maximising the value of each sale. Recurrent training for our sales teams ensures they are equipped to deliver exceptional service while driving strong sales performance.
Underpinned by operational and commercial excellence
Our strategy is driven by a focus on strengthening operational and commercial performance through a targeted programme of enhanced commercial controls. This includes centralising our procurement strategy, improving supply chain management, and reinforcing internal governance and financial oversight. We are also focused on workforce productivity, supported by improved monitoring and reporting. To drive efficiency, we have merged our Yorkshire operations into the Midlands division until sufficient scale is achieved, while also optimising site management structures and overheads to support sustainable growth
Optimising value of land portfolio
We have a high-quality landbank in desirable locations, supported by an asset-light strategic land portfolio that aligns with our mid-premium market positioning and the scale of our business. To optimise capital deployment, we are selectively divesting large sites with high capital outlays and reinvesting in land more suited to our strategy. This includes prioritising the development of smaller sites in sought-after areas to increase sales outlets, improve asset turns, and enhance return on investment. Over 90% of sites in our short-term landbank are already well aligned with this new direction. We are also accelerating the pull-through of strategic land to maintain its quality and value, led by our highly experienced specialist team. Strengthened internal processes and controls, alongside the development and clear communication of updated land principles, are ensuring greater alignment with our strategic priorities. Enhanced financial discipline remains central to our approach, helping us optimise land buying in support of sustainable growth
Our values
Our values underpin how we implement our strategy, defining who we are and how we do business
