Introduction
We chat with Adrian Watts, the CEO at Croudace Homes. Adrian is a qualified surveyor and was West London MD at Redrow before joining Croudace. He spent nine years from 2007 to 2016 at Bellway, first as technical director and then as a deputy regional MD. He has also held roles with other housebuilders including Dandara, Persimmon, Miller and Lovell.
Tell us about your career background.
I started my career as a surveyor before progressing to director-level roles across several major housebuilding companies, eventually stepping up to Managing Director. I joined Croudace in 2019 as Managing Director for the North Thames division and became CEO last year.
We have an ambitious growth strategy aimed at increasing our development portfolio from 600 homes per year to around 1,200 across all regions. Historically, the business has always planned five years ahead, but given our ambitious targets, it felt prudent to adopt a longer-term plan.
What are you most proud of?
I’m proud of how the team at Croudace is embracing the challenges they face and embracing change, whether it’s legislative requirements like the Future Homes Standard and Biodiversity Net Gain, market challenges, our 10-year growth plan, or the launch of The Green Collection.
Can you tell us what inspired the Green Collection project?
The inspiration came from the first Future Homes Conference in 2023. Historically, we’ve been quick to react to market trends and stay ahead of the competition. I saw an opportunity for us to be true market leaders by offering innovative sustainable solutions to our customers. The project focuses on reducing the running costs of homes while addressing the industry’s skills diversification and reducing the embodied carbon used in the construction of new homes.
How has Croudace Homes been progressing with its growth plans?
The growth plans are progressing well with the opening of the third region (Western). Our land teams have been busy securing options across the regions and are now focused on obtaining the necessary planning approvals to move forward with our new developments. This is a 10-year plan, and we’re currently laying the groundwork for future growth.
What would you say is the biggest misconception people have about the housebuilding industry?
One of the biggest misconceptions is the idea of land banking, where developers are accused of sitting on land with planning approval until market conditions improve. The recent CMA study confirmed this is not true, but we still face the misconception.
Another common misconception is that all roles in the industry involve working outdoors on construction sites. There’s an array of career opportunities, from IT and marketing to design and HR. It’s not just about the construction onsite.
How have you seen the property market change?
For the first time in decades, we have no support for first-time buyers, and this has an impact on the market and its ability to function effectively. It was disappointing that the recent Autumn Budget didn’t include support for these buyers.
Another major shift in the industry over the last decade has been the move towards a more inclusive workforce. Attracting the best talent is essential to meeting the government’s target of building 1.5 million homes over the next five years.
Finally, what advice would you give someone starting a career in the property industry?
Housebuilding is a vital part of the country’s economy, and the industry offers more opportunities than you might imagine so be open-minded to the opportunities as they arise. Don’t be afraid to ask questions and get stuck in!
