Episode Summary

Host Clayton M. Coke interviews Craig Carson, Managing Director of Barratt London, on how London’s housing crunch is stalling Gen Z life goals and what developers are doing to help. From 40% delaying marriage/kids to deposit matches and new-build perks, discover Barratt’s “Step on the Ladder” campaign and practical paths to ownership. Ideal for first-time buyers, renters, and property professionals.

Chapters
[00:00] Intro & Barratt London Overview
[00:29] 40+ Years, 50K Homes, TfL Partnerships
[00:57] 36% Young Adults Held Back by No Home
[01:26] Gen Z Delays & “Step on the Ladder” Campaign
[02:21] London Land Squeeze & Lifestyle Shifts
[03:45] 29% Don’t Know How to Start Buying
[04:37] Cutting Through Negative Property Press
[05:05] Key Worker Deposits, Deposit Unlock, 5% Match
[06:50] Shared Ownership & Lifetime ISA (£1K Bonus)
[08:17] New-Build vs. Fixer-Upper Advantages
[10:10] Stamp Duty Explained & Broker Advice
[12:02] Tapping Buyer Excitement
[13:26] Government 1.5M Homes Target
[14:48] Entrepreneur Advice: Stay in the Market
[15:44] Resources & Close 

Key Discussion Points 

• Barratt London: 40+ years, 50,000 homes delivered, 2,000/year goal via TfL brownfield sites. 
• Gen Z Crisis: 40% delay milestones; 36% feel held back; 29% clueless on process. 
• Market Dynamics: Land scarcity, Elizabeth Line, hybrid work, 50% affordable homes. 
• Solutions: Mortgage brokers, Deposit Unlock (95% LTV), 5% deposit match, key worker schemes. 
• Shared Ownership (via partners), Lifetime ISA (£1,000 bonus on £4,000 saved). 
• New-Build Perks: Move-in ready, energy-efficient, 10-year NHBC warranty. 
• Stamp Duty/Mortgages: Hidden costs; brokers simplify. 
• Policy: 1.5M homes target; ambitious collaboration needed.

Key Takeaways 

• Mortgage often cheaper than rising rent—deposit access is key. 
• Lifetime ISA adds £1,000 free per £4,000 saved annually. 
• New homes = lower bills, no reno hassle, prime transport links. 
• Start with a broker to avoid surprises like stamp duty. 
• Optimism drives sales—focus on dream, not hard-sell.

Notable Quotes 

• “40% of Gen Z are putting off marriage, children, or travel because of the housing ladder.” – Craig Carson 
• “The difference between mortgage and rent is marginal—accessing deposit is key.” – Craig Carson 
• “Buying new: move in, put furniture down, start living—day one.” – Craig Carson 
• “Better being in the market than not in the market.” – Craig Carson

Actionable Insights for Businesses 

• Launch beginner guides like “Step on the Ladder” to build trust. 
• Offer deposit boosts (5% match, 95% LTV) to close rent-vs-buy gap. 
• Market new-build energy savings and 10-year warranties. 
• Partner with housing associations for shared ownership pipelines. 
• Train teams on empathy—guide buyers through nerves to excitement.

Resources 

• Barratt Homes Website
• Step on the Ladder Campaign 

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Clayton M Coke can be found here:
LinkedIn: https://uk.linkedin.com/in/claytoncoke

Website: https://www.prmsltd.co.uk

Email: [email protected]
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