Strategy

Our aim is to deliver profitable and sustainable growth focusing on five strategic measures. 

High quality and customer focused business

Objective

Maintain HBF 5 star customer satisfaction.

Objective

Strive to improve annual Construction Quality Review (CQR) build quality score.

Measuring progress

Customer satisfaction (%)

Measuring Progress

CQR scores

Customer satisfaction (%)
CQR scores

Upper quartile financial results

Objective

Deliver operating margin at or above 20%

Objective

Deliver return on capital employed at or above 30%

Measuring progress

Operating margin (%)

Measuring progress

Return on capital employed (%)

Operating margin (%)
Return on capital employed (%)

Regional volume growth to 5,000 units per annum

Objective

Deliver incremental growth in opening forward sales position

Objective

Deliver incremental growth in annual completions by reaching optimal output

Measuring progress

Forward sales (£m)

Measuring progress

Core and JV completions (units)

Forward sales (£m)
Core and JV completions (units)

Investing in our people

Objective

Support profitable business growth by increasing employee resource

Objective

Maintain sector leading staff engagement scores

Measuring progress

Employee headcount

Measuring Progress

Employee engagement (*survey undertaken every 3 years: 2016, 2019) (2016: 94%)

Employee headcount
 Employee engagement (*survey undertaken every 3 years: 2016, 2019) (2016: 94%)

Cash generative and investing in land to fuel further growth

Objective

To generate free cash flow of 50% of EBITDA

Objective

Acquire high quality land to fuel growth in sales outlets

Measuring progress

Free cash generation expressed in £m and as a percentage of EBITDA

Measuring progress

Land spend, net of land sales (£m)

Free cash generation expressed in £m and as a percentage of EBITDA
Land spend, net of land sales (£m)

High quality and customer focused business

Objective

Maintain HBF 5 star customer satisfaction.

Measuring progress

Customer satisfaction (%)

Customer satisfaction (%)

Objective

Strive to improve annual Construction Quality Review (CQR) build quality score.

Measuring Progress

CQR scores

CQR scores

Upper quartile financial results

Objective

Deliver operating margin at or above 20%

Measuring progress

Operating margin (%)

Operating margin (%)

Objective

Deliver return on capital employed at or above 30%

Measuring progress

Return on capital employed (%)

Return on capital employed (%)

Regional volume growth to 5,000 units per annum

Objective

Deliver incremental growth in opening forward sales position

Measuring progress

Forward sales (£m)

Forward sales (£m)

Objective

Deliver incremental growth in annual completions by reaching optimal output

Measuring progress

Core and JV completions (units)

Core and JV completions (units)

Investing in our people

Objective

Support profitable business growth by increasing employee resource

Measuring progress

Employee headcount

Employee headcount

Objective

Maintain sector leading staff engagement scores

Measuring Progress

Employee engagement (*survey undertaken every 3 years: 2016, 2019) (2016: 94%)

 Employee engagement (*survey undertaken every 3 years: 2016, 2019) (2016: 94%)

Cash generative and investing in land to fuel further growth

Objective

To generate free cash flow of 50% of EBITDA

Measuring progress

Free cash generation expressed in £m and as a percentage of EBITDA

Free cash generation expressed in £m and as a percentage of EBITDA

Objective

Acquire high quality land to fuel growth in sales outlets

Measuring progress

Land spend, net of land sales (£m)

Land spend, net of land sales (£m)