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New life for Holyhead Road site

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A derelict patch of ground in Telford has been given a new lease of life by Bromford, one of the region's leading affordable housing and specialist support providers, who have turned the former brownfields site into a new 52 home development.

The unique development on Holyhead Rd, Telford, contains of a mixture of affordable homes for rent, shared ownership properties for those looking to move into their first home, as well as a support scheme for adults with learning difficulties.

At an official key handover ceremony yesterday, local councilors had a chance to tour the £7m development and meet some of the new residents, including Gina Lloyd, who said the new home would "open a new chapter in my life".

She continued, "I move in on Friday and it can't come quick enough, I'm so excited to be able to call somewhere my home. I've started a new job so it's a mad exciting time, but this property will help me move forward with my life. I'm so happy, I feel like everything is looking up for me."

The innovative development, a first for Bromford's in-house construction team BDL, sees a mixture of sustainable homes with unique features such as solar panelling and heat recovery systems. The scheme also makes use of 'Homezones'; an initiative that sees shared surface areas for cars, pedestrians, and cyclists to encourage lower vehicle speeds. 

All 52 properties are also 'lifetime homes', designed for people of all ages and fully accessible, so residents won't have to move out due to mobility issues in later life.

This development is a landmark project for Bromford, with all arms of the business working on one site. Including a housing related support scheme from Bromford Support, shared ownership homes from Bromford Homes and rental properties from Bromford Living, the site has allowed Bromford's in-house construction team to gain valuable experience at building a variety of family homes that use the latest in housing innovation, while maintaining an affordable price.

Bromford Development Manager Jo Noakes believes the HollyHead Rd development is a significant milestone for Bromford and the wider community.

She said; "This is as fantastic development, with the quality of design and construction something to be truly proud off or all involved. This scheme is an excellent example of partnership working between Bromford and the council and has successfully transformed a derelict site and provided much needed, high quality, energy efficient accommodation for local residents."

 "We're not in the business of building properties, we're in the business of building homes and creating thriving new communities. Hopefully this will be the start of a long relationship helping to regenerate housing across Telford."

Councilor Charles Smith, Telford and Wrekin Cabinet Member for Housing Regeneration & Economic Development, praised the scheme for its design and for helping transform a disused 'eyesore' in Ketley.

He said; "It is amazing to see this eyesore brownfield site tided up and transformed into a marvellous estate. The borough is in vital need of new properties, and with Bromford's track record of producing high quality homes, we will continue to work with them for the foreseeable future.

"This site is a fantastic example of what partnership working can produce, with well-designed buildings that blend well together, as well as a safe open space for families. We look forward to seeing the same great work across the Telford Small sites project." 

Ketley and Oakengates Councilor Hilda Rhodes was also overwhelmed by Holyhead Rd. She said; "I was so happy when Bromford put in a planning application to regenerate this site.

"I've always lived in this area, and it's great to see the site return to its former glory, providing housing for my constituents. The whole project has been fantastic, and it's great to see a support scheme for adults with learning difficulties, promoting their own independence." 

Bromford will continue to run tests on the efficiency of the sustainable homes, with the hope of bringing more eco-friendly homes to others developments across Telford.

Notes to editors:

For more information, contact Communications Specialist Jarrod Williams on 01902396824, email or tweet @jarrodwilliams 

Photo: Bromford Executive Director Nick Cummins (Left) with homeowner Gina Lloyd and Cllr Charles Smith

Street Names:

`Beards Row' is named after a patch of land opposite the development which is known as Beards Patch.

`Pauline Close' is named after the late Councillor Pauline Picken, Ketley Parish Councillor and former Chair of the Council. Pauline also lived very close to the development (Sandbrook). 


holyhead walking
Holyhead home
home angle 2
Supported Housing (adults with learning difficulties)
  • 7 x 1 bed apartments
  • Resource unit for Support Workers
  • 4 x 2 bed maisonettes
  • 7 x 2 bed houses
  • 10 x 3 bed houses
  • 6 x 4 bed houses
Shared Ownership
  • 10 x 2 bed houses
  • 5 x 3 bed houses
  • 2 x 4 bed houses 

The Homes & Communities Agency were unable to provide grant funding for this scheme due to applications being made late in a four year programme when all grants had been allocated. Very supportive of this mixed tenure scheme, the HCA approved Bromford utilising monies from a 'recycled grant pot'. 


All homes are designed and constructed to meet...

  • Homes & Communities Agency - Design & QualityStandards
  • 100% lifetime Homes
  • Housing Quality Indicators
  • 48 homes at Code for sustainable homes Level 3
  • 2 homes at Code for sustainable homes Level 4
  • 2 homes at Code for sustainable homes Level 6
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