Client
Ogilvie Homes is a family-oriented UK home-builder, part of the Ogilvie Group, dedicated to developing quality new homes across the central belt of Scotland and now moving into the Aberdeenshire market.
Brief
The Firefly Consultancy was invited to collaborate with Ogilvie Homes to provide current intelligence on Aberdeen's housing market regarding pricing and sales performance. Specifically advising on the acquisition of land at Countesswells, a significant new premium mixed-use development west of Aberdeen city centre.
Firefly conducted a full analysis of the Aberdeen new build and second-hand market and compiled a comprehensive market research report, working in conjunction with Savills, analysing the market history, ongoing competition, and providing a retrospective review and forecast of market activities.
Development Review
Through a comprehensive review of new build and second-hand activity, Firefly provided an overview of the Aberdeen housing market, the influence of the economic backdrop, school catchment areas, and area nuances that influence pricing and sales rates. Using this information, a comprehensive pricing proposal was presented, along with initial marketing proposals and recommendations to enable a variable sale rate, maximise sales values, and build the Ogilvie brand in a new market area.
New Build Competitors Report
A comprehensive review of new build competitors was compiled and prepared using the BoCreate platform, combined with in-person site visits to fully understand the specific influences related to each development. This provided Ogilvie with a solid foundation to understand the various locations and markets within this area and to guide pricing decisions moving forward.
Target Market Review
Demographic data provided an analysis of the market depth, expected target market, to inform the proposed house type mix of a development of this scale and size, to ensure a continued sales rate and profit delivery.
Business Strategy
Worked with the commercial team to review unit delivery over a three-year timescale to ensure continuity of business growth and success.
Results
Ogilvie Homes was confident to negotiate and purchase the land at Countesswells from Countesswells Development LTD (CDL), bringing 2,100 homes back into production to complete this 3,000 masterplan.
Why This Matters
This project demonstrates Firefly’s data-led approach:
“Through a detailed analysis of not only the housing market, but also the wider social and economic levers influencing the Aberdeen area, Firefly – working collaboratively with other agencies - supported us with robust and evidenced data to progress one of the largest land acquisitions in the company’s history. From initial consultation to refine the brief, coordination of third parties, through to report preparation, Liana clearly understood our specific requirements and implemented a strategy to ensure our expectations were met."
Ross Johnston | Managing Director | Ogilvie Homes Ltd
