Broadland & South Norfolk Custom and Self-Build Housing SPD
13. Marketing Strategy Comment
13.1 This section applies mainly to the marketing of custom and self-build homes provided as part of larger residential developments. However, for smaller custom and self-build only developments the Councils will as a minimum require by section 106 agreement or condition, as appropriate, the applicant to notify them as soon as each custom and self-build plot is serviced, marketed and available for purchase.
13.2 GNLP Policy 5 (Homes) refers to bringing forward custom and self-build development as part of larger residential schemes. It states that:
Except for flats and in other schemes where it would clearly be impractical, at least 5% of plots on residential proposals of 40 dwellings or more should provide serviced self/custom-build plots unless:
- A lack of need for such plots can be demonstrated or
- Plots have been marketed for 12 months and have not been sold.
13.3 To be in accordance with Policy 5 the Councils would expect all plots for custom and self-build on larger residential schemes of 40 plus dwellings to be adequately and appropriately marketed for a minimum 12-month period. A marketing strategy must be submitted by the applicant and agreed in writing by the relevant Council prior to the marketing and sale of plots. This will be required by condition or Section 106 agreement.
13.4 The following information should be provided and agreed through Section 106 agreement as part of any marketing strategy:
- The arrangements on which the custom and self-build plots will be marketed for a period of not less than 12 months addressing details of marketing materials and methods.
- The timing of commencement of marketing relative to the plots availability as a serviced plot
- The price that each custom and self-build plot will be advertised for
- The contact details for the marketing agent
- Information on specialist custom and self-build mortgage brokers and information on 'Help to Build' and any similar initiatives to assist custom and self-builders.
- How people can arrange to visit the site
- The plot passport for each custom and self-build plot
- A commitment that the site wide developer notifies the Council when plots are serviced and available for immediate purchase.
- A commitment that the site wide developer holds a record of sales enquiries for each plot.
- The arrangements for the delivery of any custom and self-build plots not taken up after the minimum 12-month marketing period.
- Any alternative or additional marketing in the event that interest in plots is low.
13.5 For large strategic sites consideration will need to be given to marketing clusters of custom and self-build housing at different times to avoid a large number of plots flooding the market therefore resulting in unsold plots after the minimum 12-month marketing period.
13.6 Continued marketing after the 12-month minimum marketing period has expired is encouraged. However, if a sale has not been agreed during this period it may be possible to build the plot out as an open market or affordable home in line with the requirements of any planning condition or Section 106 agreement. The applicant will be expected to provide evidence of adherence to the marketing strategy.
