Press Release

29 September 2005

New homes targeted at 55+ market in the North East
William Leech brand being resurrected

A subsidiary of the UK’s leading housebuilder, is piloting a new housing initiative in the North East, aimed at homebuyers aged 55 and over. 

Launching under ‘William Leech 55+’, Persimmon has revived the old William Leech Homes brand to specifically target a more mature market. 

Kevin Thubron, spokesperson for William Leech 55+, says, “The population is ageing, making the mature market a growth area with over 50’s counting for 45 per cent of total consumer spending in the UK.  The number of people aged 50 plus has already grown by 24 per cent within the last four decades and is predicted to grow by a further 37 per cent by 2031.

“Clearly the property market is changing and we have identified a need to provide homes that specifically cater for those in their 50’s, 60’s and 70’s.”

This ‘empty nester’ market is not a new concept, with a number of smaller specialist housebuilders catering for this niche in the south of the country. However, this is the first time that one of the big homebuilders has openly targeted this market, and also widened the market to include those homebuyers who may not consider themselves ‘empty nesters’ but are aged over 55 and looking to downsize. 

Kevin Thubron adds, “The issues that matter to people in their 50’s and 60’s are very different from those that affect young families or those in their 80’s.  They are interested in financial planning for the future and releasing capital accrued over the years, improved security and reducing the hassle of maintenance. Equally, they may own a second home abroad, and require a ‘lock up and go’ property.

“While they may be grandparents, they are unlikely to want to live in an area that is predominantly inhabited by families with young children.  However, perhaps it would be useful for them to have access to a spare room which they can book ahead for friends and family members. Access to the Internet may also be beneficial to them for keeping in touch with loved ones.”

Construction is already underway at St James’ Court, St James’ Village in Gateshead, to build 63 stylish one and two bedroom apartments in the first of a number of planned developments across the region.

Facilities will include a concierge service, communal garden room, functions lounge with catering facilities, laundry, entry-phone system, security alarm to each apartment and lift service to all floors.  A management company will also be employed to offer 24 hour assistance to residents. 

William Leech 55+ says it will be releasing further details about the development in the coming weeks, alongside a number of unique packages designed to make the process of financing, buying, moving, decorating and maintaining, quick and hassle-free. 

Persimmon Homes, a brand which is synonymous with first time buyers, young professionals and families, is resurrecting the William Leech brand, which it dropped after acquiring the company in 2001, to specifically target this emerging market.

Revamped under William Leech 55+ with a bold new logo and ‘Live More’ strapline, the new brand will retain its identity as trustworthy and reputable.

Kevin Thubron explains, “When we decided to build developments targeting this market, it was clear we would need a separate brand to do it and preferably one that was already trusted by established home owners.  The William Leech brand offers us these qualities and provides a much needed track record that is very important to this age group. In fact, we may be marketing these properties to those that once either owned, or aspired to own a William Leech home.

“Most importantly, this new offering represents ‘hassle-free’ living for those that are 55 plus, active, mobile and keen to reduce the burden of maintaining a home, so they can spend more time enjoying themselves”.

Established in the North East in 1932 by William Leech (now Sir William Leech) the company flourished in residential development and built up an excellent reputation in the region.  Later expanding across the UK, the company became the Leech Group and broadened its expertise into commercial property as well as residential.  Most famously, Leech Homes is remembered for initiating the building of Cramlington ‘new town’ in the 1960’s.

For further information on St James’ Court or William Leech 55+, please call our telephone hotline on 08700 04 55 75 or visit www.williamleech55plus.com.

Ends

For more information, please contact Georgina Dunkley

Admiral PR
Tel : 0191 222 0722
Email: georgina.dunkley@admiralpr.com
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