A volume house builder is launching a TV advertising campaign claiming its properties are a “premium alternative” to second hand homes sold by agents.
Redrow says its campaign seeks to debunk what it calls “existing myths” about new build homes that surfaced in a Zoopla survey of 600 people.
The builder says this survey found that potential buyers thought new homes had small rooms, looked the same and had an unappealing appearance and style.
In a statement to the media Redrow claims that its homes are not small - although the figures quoted refers to house sizes rather than room sizes.
The statement insists that Redrow homes ”have character” and differ from rival builders because “each Redrow home on any given street differs from its neighbour and each has its own unique characteristics. This individual design approach, derived from the Arts & Crafts movement, means that Redrow stands out from other housebuilders and fosters a feeling of characterful personality, often found in second-hand properties, rather than the uniformity seen in many other modern developments.”
The press release also goes on to say “Redrow homes have a soul.” thanks to their interior design.
The adverts will run across the All4 and ITV Player demand platforms and on YouTube TrueView.
“Our aim is to not only be the number one housebuilder of choice but to disrupt the new homes marketplace by ensuring consumers understand we are a premium alternative to second-hand homes. By significantly increasing our investment in marketing campaigns, we are able to raise awareness among a consumer audience that Redrow not only builds new homes but great communities to live in” says Dave Bexon, group sales and marketing director at the company.