THE PARK LANE GROUP Homes for Living, Loving & Investing - Page
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THE PARK LANE GROUP
Homes for Living, Loving & Investing
December 2017
Company Introduction
The Park Lane Group is an independent housebuilder in East Sussex led by founder and chief
executive Russell Beswick and managing director Sue McGreevy. Established in 1987 our
developments are predominantly located in the Hastings and St. Leonards area but also span the
nearby towns of Bexhill, Burwash, Eastbourne, Hailsham, Hawkhurst, Hurst Green, Mayfield,
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Netherfield and Robertsbridge.
Alongside housebuilding and land acquisition, The Park Lane Group manages a large portfolio of
properties in East Sussex. These are let directly to tenants via our rental and property management
department. Every aspect of our operations is managed in-house, from construction and land
acquisition to property sales, rental and property management.
This offers customers the advantages of dealing directly, eliminating agents and third party costs,
and continuity of service - whether selling land, buying a new home, renting or letting through The
Park Lane Group. The Park Lane Group combines this breadth of property service and expertise with
extensive and in-depth knowledge of the local property market, borne out of our 30 year+ local
focus and specialism.
Park Lane Group Homes
Over the past 30 years, The Park Lane Group has built and developed a wide range of properties,
from apartment blocks and one-off design-led properties to large, detached homes.
More recently, and in response to strong market demand, our build programme has concentrated
on 2, 3 & 4 bedroom semi detached and terraced homes. With the exception of High Breezes in
Hastings (80 x 2 & 3 bed units completed in 2016) and Harwood Heights (7 x 3 bed units completed
in 2017), developments typically comprise between 10 and 35 units at a time on small pockets of
brownfield and greenfield land in established residential areas. They offer exceptional value,
appealing particularly to first time buyers and those looking to downsize and invest to let; growing
market segments facing a supply shortage.
As members of the Considerate Constructors’ Scheme we take our responsibilities as a housebuilder
and developer seriously. We were awarded ‘good’ to ‘excellent’ against five criteria at our recent
site inspection at Rossetti Gardens in St. Leonards-on-sea: Care about Appearance, Respect the
Community, Protect the Environment, Secure everyone’s Safety, Value their Workforce. The report
summary concluded “Another most enjoyable visit … well done and keep up the good work.”
Property Design
The Park Lane Group pays particular attention to the design of its homes. This is managed in-house
and sees that exteriors are individually styled within every development to create a range of designs,
recognising kerb appeal is important not only to the sale but the lasting presence of our homes.
Every property interior receives the same treatment. Consideration is given to maximising natural
light levels and achieving the best possible specification. Furthermore, immense care is taken at the
earliest planning and design stage to ensure the interiors are as spacious as possible.
Company Ethos
The Park Lane Group is established as the largest housebuilder in the area and ‘Local Homes Built by
Local People for Local People’ encapsulates our focus and brand proposition.
We employ locally, partner with local suppliers for building materials where possible, and have
developed long-standing relationships with our subcontractors. This ethos strengthens our Page | 3
presence, market knowledge and reputation locally.
However, in addition to the way we build and operate locally, The Park Lane Group name has also
become well known as a result of our community involvement and support. We provide practical
help, in terms of materials and labour, and donate to a wide range of local causes ever year. This
year, coinciding with our 30th anniversary, we launched ‘The Park Lane Group Community Giveaway’.
This initiative has seen us pledge more than £10,000 to a wide range of local groups and individuals.
In addition to our own publicity and getting out into the community to present cheques and provide
help, the local media has also run ongoing coverage from June right up to the week before Christmas
across three editions of the Observer series covering the Rother area.
Our high profile presence in the Hastings area is undoubtedly a major factor in the success of our
property sales and rental and lettings service.
Property Marketing
We produce distinctive literature, high quality photography and computer generated images, plus
filmed footage via walk-throughs and drone cameras to set our properties apart and help buyers
through the buying process. Our developments also feature a sales and marketing suite and show
homes managed by a dedicated team.
Marketing Case Study -
Rossetti Gardens - 35 2, 3 & 4 bedroom homes in St. Leonards-on-sea, completing early 2018
• Comprehensive suite of marketing literature, inc. 4pp Rossetti Gardens development
brochure, 5 x 2pp property brochures, More for Your Money brochure, Buying New vs Old
brochure and a Site Plan
• 16 static CGIs & a walk-through film pre-build
• Professional photography in the Show Homes and a video walk-through
• Email marketing programme and launch events
• Community engagement programme, including a school visit and colouring competition,
labour and materials to renovate a nearby community centre, councillors’ site visit and a
series of development newsletters door-dropped to nearby residents during construction
• Innovative sales incentives and offers, eg. Appliances pack and Black Friday deal
• Online promotion via The Park Lane Group website, Rightmove and social media channels
See the attached Rossetti Gardens marketing pack and visit our website, parklanegroup.net and our
You Tube channel.
“We found the sales team very
helpful and the property finished to
a high specification … the house is
everything we could have wished
for and more.” David Fisher, 2017 Page | 4
“We recently bought our first
property from The Park Lane Group
and we’ve been extremely
impressed from start to finish …
definitely recommend and
wouldn’t hesitate buying another
property from them in the future.”
Loren Bishop, 2017
Marketing Case Study –
High Breezes – 80 2 & 3-bedroom homes in Hastings, completed 2016
• 4pp High Breezes development brochure, 2 x 2pp property brochures, More for Your Money
brochure and Site Plan
• Static CGIs & a walk-through film pre-build, professional photography in the Show Homes
and drone photography
• Email marketing programme and launch events
• Visit by Amber Rudd, Home Secretary, then MP & Secretary of State for Energy & Climate
• ITV coverage in a feature on proposed minimum standards for the size of dwellings
• NHBC visit and feature on the development
• Help to Buy launch event
• Community engagement programme, including renovation of neighbouring homes gardens
and fencing, councillors’ site visit, open days and a series of development newsletters door-
dropped to nearby residents during construction
• Online promotion via The Park Lane Group website, Rightmove and social media channels
Please also see the attached High Breezes marketing pack and visit our website, parklanegroup.net
and our You Tube channel.“We are really impressed
with High Breezes. The
homes are really
attractive and the
development has been
thoughtfully landscaped
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to provide fabulous new
properties for the area.”
Local Councillors Mike
Turner & Warren Davies
“Buying a new house
from The Park Lane
Group has been so easy. I
can’t fault the quality
and specification of the
house and the service has
been fantastic from start
to finish.”
___ oOo___
Every Park Lane Group plot marketed for sale since 2013 has sold off-plan prior to construction
completing:
Nightingale Place: 12 x 2 beds, Seacrest View: 9 x 2 beds, High Breezes: 80 x 2 & 3 beds, Harwood
Heights: 7 x 3 beds, Rossetti Gardens: 35 x 2, 3 & 4 beds
___ oOo___
Looking Ahead
A high proportion of the sites identified by Hastings Borough Council to meet its housing needs by
2022 are Park Lane Group-owned.
We have projected a 30% increase in new developments for the next 3 years, with a forecast build
programme of circa 180 new properties, including 2, 3, 4 & 5-bed homes across a number of sites.
Construction is now underway at Little Acres. This development occupies a superb location in
Hastings and will feature 32 3, 4 & 5 bedroom homes. Little Acres will be launched in the New Year.Property Rental & Management
The Park Lane Group manages a large portfolio of residential properties in East Sussex. These are let
directly to tenants via our rental team. Properties range from stunning Grade II listed homes and
sensitive conversions, to contemporary apartments, starter homes and family homes. In addition to
Park Lane Group-owned properties, we provide a service for investors seeking a full turnkey service,
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encompassing every aspect from seeking tenants to ongoing property maintenance.
We are National Landlord Assocation (NLA)-accredited and our Property Management Coordinator
holds the Property Mark Level 3 Technical Award in Residential Letting & Property Management
(England & Wales).
As with property sales, marketing plays a central role and includes but is not limited to:
• Online marketing – Rightmove, The Park Lane Group website, social media channels
• Tenants’ newsletter providing property news, tips, information and updates
• Engagement campaigns – eg. recent Scratch Card initiative to tenants to giveaway a £250
cash prize and 25 luxury giftsets
• Email marketing to promote upcoming properties and share property letting news.
___ oOo___
“We lived in two Park Lane Group properties for approximately 8 years and throughout those enjoyed a very
good landlord-tenant relationship. All of the staff have been helpful and professional at all times. It’s always
been a pleasure dealing with The Park Lane Group.”, Mr Cherubin, 2017
“Renting an apartment in Hastings - Mark who deals with lettings was extremely helpful and made everything
stress free. Highly recommended.” Mike Buckley, 2017
___ oOo___
For more information please visit www.parklanegroup.net
Park Lane House · 141-145 Bohemia Road · St. Leonards-on-Sea · East Sussex · TN37 6RL
01424 448980 · www.parklanegroup.net
Incorporating Park Lane Investment Properties Ltd, Registered in England No: 02928806, Park Lane Homes (South East) Ltd.
Registered in England No: 04032168, Park Lane Developments (South East) Ltd. Registered in England No: 02968496, Park
Lane Partnership Ltd. Registered in England No: 09438857, Park Lane Residential Properties Ltd. Registered in England No:
08796778, Park Lane Properties, Park Lane Residential Lettings, Registered Address of Ltd Companies: Park Lane House,
141-145 Bohemia Road, St. Leonards-on-Sea, East Sussex TN37 6RLYou can also read
