Council rebrands market sale arm as 'Westminster Living' as it aims to generate £1bn in income for housing delivery

Westminster City Council plans to to generate nearly £1bn in receipts to deliver new social and affordable homes through its newly launched development brand.

The council’s market sales arm, Westminster Living, will market 994 private sale homes at the council’s developments across the city. All revenue from the sales will be invested in new council homes for social rent, affordable homes at intermediate rent for key workers, new community facilities and green spaces.

A spokesperson for the council said: “With the launch of Westminster Living, we are creating an open channel for people that want to live within incredible developments and own their own property. Buyers will know that they are contributing to these new communities through their purchases.

“The revenue from private sales helps with the viability of major housing infrastructure and creates sustainable mixed tenure neighbourhoods – as already seen throughout the City.”

>>See also: How Westminster council is rewriting the rules for council housing and urban regeneration

Westminster Living will market all future council developments, allowing buyers to view the whole selection of homes and upcoming projects.

While the sale of properties will continue to be coordinated by sales agents at individual schemes, the new brand aims to enable the council to monitor interest, cross-sell homes and promote new sales products.

The council’s Ebury Bridge, Carrick Yard and The Broadley developments will all have homes available through Westminster Living, as well as future schemes such as Church Street and 291 Harrow Rd.  

The local authority plans to deliver 4,000 homes by 2035, with 50% ringfenced for genuinely affordable housing comprising social rent and London Living Rent. The housebuilding programme is backed by £147.2m of funding from the Greater London Authority.