From Land to Living: A case study in transforming a plot into a thriving development

Frenches Farm came onto our Land Division radar when the owner originally informed us that he was considering selling his farmhouse, where he lived, as well as numerous other buildings, which were rented out to a number of different tenants.

However, the enquiry went cold until Beresfords attended MIPIM (a property conference held in Cannes), where we met a gentleman who was keen to buy and develop some land and had chosen Essex as his perfect place to start.

On our return, we thought the Frenches Farm site would be a good fit for our keen buyer, so contacted the vendor to ask what the current status was. We were advised that he had gained planning consent for a number of residential dwellings and was happy to sell at the right price.

After considerable time and effort, we finally agreed on a price, and the wheels were put in motion. To say this developed into a difficult transaction was putting it mildly, but the experience of the Beresfords' team found a way to get to an exchange of contracts and even re-negotiated to buy the vendor's farmhouse and some extra land at the rear.

During the buying process, we introduced the purchaser to planning consultants and architects to try to improve the planning consent, as well as Beresfords' marketing team, playing a hugely important part.

The result was amazing, the houses were reconfigured and redesigned,and a new planning consent was granted for an extra two dwellings on the site.

Following the successful sale of Frenches Farm from the previous owners to Journey Homes by Fraser Allen (Beresfords’ Land Director), we set about reviewing the proposed scheme and how to maximise both the overall GDV and the general saleability of the development.

Using a combination of the New Homes department's expert knowledge of what sells well in this part of Essex, we took this a step further by going into really granular detail with the manager of our Brentwood office, Stuart Walker, who has over 30 years’ experience selling all types of properties in the town and surrounding villages.

It was immediately apparent after our first meeting that the site would benefit from a complete overhaul, including new elevations, materials and various tweaks to the internal layout, including the addition of bi-fold doors, full height glazed windows and more spacious and social kitchen/diner/ family rooms.

Knowing the best course of action was to put Journey Homes in touch with a local firm of architects, we immediately knew who would be best placed to assist not only with the design improvements, but also someone who would understand the minutiae of the local planning department to ensure a swift decision was granted in the developer's favour.

With the amends to the planning and design sorted, the next step was to advise on specification and colour schemes, calling on the expertise of our experienced local branch manager, our sales director, marketing director and even Beresfords CEO, Paul Beresford., we ensured our client had the opinion and guidance from a team with a collective industry experience of over 150 years.

With the build phase of the newly renamed Vicarage Wood now nearing completion, our marketing department and new homes team are working closely together to implement the agreed-upon thorough marketing schedule.

Whilst a consultative approach to marketing is always a great place to start, our client took the view that leaving this to the experts really was the best course of action. Working closely with the on-track build programme, Journey Homes have been furnished with a comprehensive marketing schedule, detailing every aspect of our approach, from coordinating the onsite development signage, brochure, social media coverage, internet presence and press adverts, right through to how we handle inbound enquiries and outbound communications with a strong database of 140,000 potential buyers.

In the heart of South Weald lies Vicarage Wood, a gated collection of just eight luxurious homes. Set on historic vicarage land, this private enclave offers a rare opportunity to experience the character of village life without compromising modern comfort.

Each four-bedroom home will pair timeless architecture with contemporary living, blending traditional craftsmanship with sustainable design. Light-filled interiors and generous layouts create the perfect balance between style and practicality. Beyond your front door, exclusive residents’ spaces, from a tranquil meadow orchard to private equestrian facilities, make daily life feel anything but ordinary.

Families will appreciate access to St Peter’s Church of England School, rated Outstanding since 2009, while weekends invite adventure at nearby Weald Country Park with its rolling acres, deer park and family trails. For leisure, Brentwood Golf Course and a thriving local dining scene, including Essex favourites Alec’s and Felix Warley, are just minutes away.

With Brentwood station less than two miles away, the Elizabeth Line brings London is within effortless reach, while the A12, M25 and Stansted Airport ensure the world is at your doorstep.

Vicarage Wood isn’t just a home – it’s a way of life. Register your early interest with Beresfords to be kept up to date with the latest launch information.