Gleeson launches new ‘second stepper’ strategy

Gleeson 17-10-23-48

Housebuilder rebrands to broaden its appeal beyond first-time buyers as high loan rates persist

Budget housebuilder Gleeson has launched a strategy to target older buyers in orde to grow in the teeth of the mortgage market crisis and the closure of government support scheme for first-time buyers.

The Sheffield-based firm, which has traditionally targeted first-time buyers, has re-branded and tweaked its home designs to appeal to “second-steppers”, but denied trying to take the business “up-market”.

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