Citizen – Strategy and Housing Market Review


Citizen owns and manages 30,000 homes for diverse communities across the West Midlands, from urban tower blocks to rural villages and towns.  

The housing association is planning the regeneration of the Spon End estate located on the outskirts of Coventry and just outside the ring road. The estate comprises of mostly low rise 1960’s flats and maisonettes and the team are considering the tenure and developer options.  

We won the tender to analyse and review the market, identify who customers might be, their housing needs and socio-economic grouping and to consider the competition for the homes that might be provided. Following on from that we were asked to consider the delivery options for the regeneration of Spon End.  


We carried out a review of the housing market demand for the Coventry area and within close proximity to the site along with making recommendations based on our findings. Our research looked at demand, supply, demographic, market and socio-economic trends to help identify the needs for the area and identify who the customers would be.  

We also provided options for how the regeneration of Spon End could be delivered in terms of suitable tenures. This also detailed the advantages, disadvantages, risks associated with each delivery option and the financial capacity to which the client could deliver these options. 


We completed a detailed market analysis and discussed a range of potential delivery options. We ran high level appraisals and stated the outcomes with an executive report and clear recommendations. 

The report has been presented to Citizen’s executive team and the association is making plans for a phase one scheme which will comprise of socially rented homes with a lower number of market rented properties to test the market. 

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