Heritage Works for Housing: Marketing and Sales Strategy

New homes within historic buildings may respond to a different market than a more traditional new build. It is therefore important to establish if there is a market for the homes; or whether you need to invest in creating a market as part of wider development or regeneration proposals.

It is helpful to consider the type of residential product and how this may impact the design and any future disposal strategies. For example, Build to Rent may be funded by or sold to an investor, and there are different operating models that will need to be considered, such as residential amenity or size of apartment. A potential Built to Rent model will need to consider flexibility on these matters in order to align to the practicality of a historic building.

Additionally it is important to consider if the design will achieve the necessary warranties and insurance for the end product and ultimately for an onwards purchaser or investor.

Case study: Eyewitness Works

Developer Capital and &Centric
Date of Completion Ongoing
Typology Industrial and Commercial
Era 1850s
Designation Grade II listed building
Number of homes 97 (37 in new build)
Location Sheffield, Yorkshire

Capital&Centric’s Eyewitness Works has seen the restoration and repurposing of a Grade II listed building into 60 apartments, alongside 37 new build apartments through the redevelopment of an adjacent surface car park. The build-to-rent scheme offers housing choice, with a mix of 1-, 2- and 3-bedroom apartments and townhouses.

The Grade II listed building forms part of an important cluster of cutlery works, and is the first phase of a broader masterplan, acting as a catalyst for surrounding regeneration within Sheffield City Centre. Refurbishment has enabled the preservation of original features including masonry, beams and columns as well as a 150-year-old friction screw press. The three internal courtyards formerly used for commercial deliveries have been transformed into resident gardens.

Sometimes you have to take a long-term view of value creation, the buildings aren't going anywhere. Conversions tend not to age in the same way as new buildings, when looked after properly they get better with time. We're happy to stick around for the ride, you know, and these buildings deserve that loyalty.

Tim Heatley Capital&Centric

The decision to progress with a build-to-rent product was made towards the end of the construction period. The design was flexible enough to suit both markets. Through maintaining block ownership of the building it helps to foster a cohesive community.

Heritage Works for Housing: Process

Previous: Project Concept and Development

Current: Marketing and Sales Strategy

Next: Securing Necessary Permissions

Heritage Works for Housing

Historic England aims to support developers in their journey to reusing historic buildings. This guidance highlights how historic buildings can be reused, repurposed and refurbished to provide residential development. It outlines the process from buying an historic building to long-term occupation and management; and the key challenges and approaches to overcome.

These pages provide case studies of successful reuse of historic buildings into new homes, creating sustainable and dynamic places to live. Historic buildings are a tangible opportunity to address ongoing industry challenges, including the housing requirement whilst minimising carbon impacts.

Managing Change
The Interface of New and Old
Case Study Resources

Historic England engaged Deloitte LLP to assist with the preparation of this Publication / Guidance which uses information provided by Historic England as well as research undertaken by Deloitte to provide guidance on the process for use of historic buildings for residential purposes. Any views, conclusions, insights, and/or recommendations within this Publication / Guidance are Historic England's alone.