Our Strategy/Key Priorities

Progress in 2025

• Delivered outstanding customer experience, with HBF five-star rating for the fourth consecutive year in 2025 and NHBC customer recommend a friend at 93.5%.
• Trustpilot scores improved to 4.6 for Persimmon Homes (2024: 4.5) and 4.6 for Charles Church (2024: 4.4).
• Enhanced sales schemes and incentives, including New Build Boost and Rezide.
• Continued development of all three brands, expanding customer base and improving digital journey.

Future focus

• Further enhance customer experience.
• Strengthen brand presence and marketing initiatives.
• New website and customer CRM to be launched in 2026.
• Maintain customer satisfaction ratings

Link to principal risks

• Market fluctuations affecting customer demand and affordability.
• Changes in customer expectations and preferences.
• Maintaining high levels of customer satisfaction.
• Regulatory changes impacting customer service processes.

Progress in 2025

• Strengthened land bank and increased sales outlets, supporting growth despite mixed market conditions.
• Average selling price, completions, planning approvals, and forward order book all up year on year driven by quality locations and outlet growth.
• Disciplined investment in land complemented by continued industry-leading planning success, securing new site openings.
• Three-brand strategy and marketing investment further supporting growth, with 11,905 completions in 2025.

Future focus

• Continue disciplined investment in land and planning to expand outlet base.
• Invest in marketing and sales processes to drive growth.
• Monitor market conditions and adapt strategy to maintain momentum.
• Target expansion to 300 outlets in the next 12–24 months.

Link to principal risks

• Macroeconomic volatility and interest rate changes may affect growth.
• Planning system challenges could delay site openings.
• Competition for land and resources.
• Climate change impacts could affect land availability and cost.
• Regulatory changes affecting investment strategy.

Progress in 2025

• Operating profit improved, reflecting disciplined cost control and efficiency gains.
• Revenue from new housing increased to £3.31bn, 20bps improvement in underlying housing operating margin.
• Improved ROCE to 11.7%.
• Cash flow from operating activities supporting investment, fire safety remediation and dividends.

Future focus

• Sustain tight cost controls and efficiency improvements.
• Enhance vertical integration for greater efficiency and supply chain security.
• Explore new opportunities for faster build times and quality enhancements.
• Maintain strong cash flow and financial resilience.
• Deliver high-quality, affordable homes while securing industry-leading returns.

Link to principal risks

• Cost inflation, regulatory changes and new levies impacting sector-wide profitability.
• Market volatility affecting sales and profitability.
• Maintaining financial resilience in uncertain conditions.

Progress in 2025

• Average SAP rating of homes of 89 (‘B’ EPC rating).
• Placemaking framework delivering high-quality design and green spaces, creating sustainable communities.
• Invested £484m in local communities, and supported c.23,500 jobs across the supply chain.
• Operational waste recycling rate maintained at 98%.
• Continued progress on legacy building remediation, with works completed or started on 77% of developments.

Future focus

• Continue to improve the energy efficiency of our homes, and reduce living costs for customers.
• Deliver our net zero carbon transition plan.
• Invest in local communities through our community champions and outreach programmes.
• Leverage our supply chain engagement to increase sustainability resilience and innovation.
• Enhance biodiversity and green infrastructure in new communities.

Link to principal risks 

• Minimise climate risk by reducing carbon emissions from our business activities.
• Supply chain challenges may impact delivery of sustainable technologies.
• Maintaining progress on legacy remediation.