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Hampton, the 7,000 home township being built south of Peterborough, has been growing at the rate of nearly 500 houses per year with around 20 building companies active on the site.
However, O&H Hampton – the company which owns the land and is managing the development – also has a small number of plots available for sale to people who want to build their own homes.
Roger Tallowin, general manager at O&H Hampton, said: “We have a long-term vision of a thriving, sustainable community. We see self-build homes as an integral part of that community.”
The company recognised that selling individual plots to would-be self-builders was going to be very different to selling relatively large sites to house building companies. So it called in Metrix Marketing to advise on a marketing communications programme to attract new potential purchasers.
Metrix recommended an internet-based campaign because more than 100,000 people in the UK search online each year for available plots to self-build. Metrix introduced t2 Studios, an integrated design and media agency with which it has a close working relationship.
Between them, the two companies created a new website – www.ohland.co.uk – which provides details of the self-build plots on offer at Hampton as well as helpful facts, figures and advice on how to build your own dream home.
Metrix also assisted with media publicity, including a large feature in Self Build & Design magazine, and other promotional activity including advertising designed by t2 Studios.
Roger Tallowin said: “Metrix Marketing and t2 Studios have helped us to raise our profile in a very difficult and competitive market.”
The self-build plots on offer are in Winsor Crescent in Hampton Vale West. They overlook a nature reserve on the northern edge of the Hampton community and have impressive views of a peaceful countryside landscape from almost every angle.
The group of 13 plots all have key services – provided by O&H Hampton – including foul and service water drainage, and utility connections for drinking water, gas, electricity and telecommunications. Each plot has a gated private driveway and a waste bin and utilities store are also supplied.
Five of the 13 plots have now been sold.
For information about the availability of plots in Winsor Crescent, visit www.ohland.co.uk or call O&H Hampton on 01733 293220.