Welcome to our Member Profiles series, where we shine a light on the remarkable individuals within The Developers Club who are redefining the property development landscape across the UK and Ireland. Here, we explore the backgrounds, achievements, and visions of our members, each contributing unique insights and innovations to the industry. Through personal stories and career milestones, we examine the challenges TDC members have overcome and their impact on sustainable, community-focused development.
I didn’t set out to win awards. My main goal has always been simple: to build homes that are well-designed, sustainable, and genuinely good to live in. That’s the ethos I inherited when I took the reins at PR Homes Direct, a family business founded by my grandfather and father back in 1999.
Like many SME developers, I’ve had to fight hard for our space in the market. I joined the industry straight after school and walked onto my first live site in my early twenties. A young female project manager in a male-dominated sector raises eyebrows. But with each development, I learnt to back myself more, to challenge contractors respectfully, and to stand by the principle that cutting corners isn’t part of our DNA.
This article is a behind-the-scenes look at how I operate. No fluff. Just the practical lessons I’ve learned building and managing small- to mid-sized schemes across Sussex. If you’re an SME developer or thinking of becoming one, I hope some of these insights resonate.
PR Homes Direct has always been about more than just profit. From the outset, our focus has been on quality, longevity, and how our projects contribute to the community. That’s why we opted to work as a developer-contractor. It gives us complete control over our builds, not just in terms of cost and timing, but in ensuring we deliver something we can be proud of.
This model isn’t for everyone. Managing trades, overseeing logistics, and juggling on-site decisions alongside office-based strategy is demanding. But it also allows us to create a strong internal culture. Our team understands the standard we work to, and they know that I’ll be checking every finish.
I’m on site regularly. Not just to oversee the big milestones but to spot the small things: a rushed paint job, poor joinery, or missed snagging detail. Quality assurance doesn’t start at completion. It starts at the foundation stage, and it’s reinforced daily. That level of involvement has helped us avoid major rework costs and build trust with both buyers and investors.
Of course, this comes with challenges. It requires planning, reliable supply chains, and the ability to make tough decisions. But when you care about the outcome, being hands-on isn’t a burden; it’s a strength.
There is a lot of talk in the industry about sustainability. And rightly so. But there’s a fine line between being eco-conscious and pricing yourself out of the market. That’s a constant consideration on every scheme we take on.
On our Marmion Road project, we built five eco-homes with solar panels, sedum roofs, and sustainable materials throughout. That development was nominated for a New Homes Award in 2021, not because it was the greenest or flashiest, but because it balanced innovation with practical living. It’s easy to throw in expensive features, but the real skill is making them work financially.
Buyers want energy-efficient homes. But they also want affordability, layout practicality, and attractive finishes. That means we have to get clever with the design stage. Our Crabtree Lane scheme is a good example of this. It includes air source heat pumps, EV charging, and Siberian larch cladding, but it’s still designed to be accessible to working families. That balance must be engineered from day one.
Developers working at our level can’t afford vanity projects. Everything must stack: planning, spec, sales values, and long-term maintenance. Sustainable features need to deliver returns, not just tick boxes.
Over the years, we’ve learned that standout schemes aren’t about square footage or the flashiest CGI. They’re about detail. At Chandlers Mews in Eastbourne, we created five luxury eco-homes that earned a place in Britain’s Best Architecture and were shortlisted for RIBA awards.
What got us there? An obsession with getting the spec right early on. We challenged the architect, refined every room layout, and spent time on materials that would last and appeal. Our interior finish packs are created with feedback from both end users and letting agents. It’s not just about aesthetics. It’s about market fit.
If you’re developing in tight-margin environments – and most SME developers are – you can’t afford to get this wrong. You need to know your end buyer or tenant, design for them, and ensure every decision adds value.
People often ask me what it’s like to manage construction teams as a woman. The truth is, it’s not easy. But I don’t spend time on that question. I’m focused on results. And over time, the results speak louder than anything else.
I’ve been fortunate to sit on panels at RESi360, speak at Cambridge and Westminster Universities, and even welcome students to shadow my team. Mentoring the next generation matters to me. This industry needs more diverse voices and practical experience at the grassroots level.
I always say this: you can’t teach resilience in a classroom. But you can inspire it. And if sharing my journey helps someone else break into development, that’s time well spent.
Property development will test you. Emotionally, financially, and physically. But it can also be one of the most fulfilling ways to contribute to your community and build real wealth.
Here are a few things I’ve learned along the way:
Your network matters- Build solid relationships with your trades, consultants, and lenders. Reputation travels fast in this industry.
Get your numbers right- Overestimate costs, underestimate timelines, and don’t start until the deal stacks.
Embrace problem solving - Developments always throw up complex issues, mostly outside your expertise. Learn to cut through the noise, get to the root and keep things moving.
Think long-term- Don’t just build for sale. Build for legacy.
Keep learning- Document every lesson, every misstep. That’s how you stay sharp.
Stay persistent - Show up every day, bring the energy and keep the momentum going.
Above all, stay true to your vision. For us, that means developing high-quality, sustainable homes that improve the places we build in. The margins might be tighter, but the satisfaction runs deeper.
If you’d like to connect or want to share stories from your own development journey, you can find me here:
Website: https://www.newhomessussex.com/our-story
LinkedIn: Francesca Winslow
