North Farm Road

Development overview

The scheme.

North Farm Road sits on the eastern side of Tunbridge Wells, within the established TN2 commuter belt — practical, well-connected, and an obvious fit for the family-house market that drives demand in this part of town. The scheme delivered four-bedroom new-build houses to a specification that matched buyers’ expectations for the price point: contemporary kitchens, well-proportioned principal bedrooms, and gardens with usable outdoor space.

The brief was to convert that practical fit into early reservations without compromising on price. Kings Estates was instructed to handle the launch, the buyer qualification and sales progression through to completion.

What made it attractive

Why it worked for buyers.

The North Farm location works for buyers who want family-sized accommodation but cannot or will not stretch to a townhouse in the centre of Tunbridge Wells. Schools, the A21 and the mainline at Tunbridge Wells are all close; the road itself is quiet by the standards of the wider arterial. New-build stock at this size is unusual in TN2 — most family houses transacting in the postcode are Victorian or interwar resales — so the scheme created its own niche.

Marketing approach

How we took it to market.

Photography and floorplans pitched at families rather than investors. Featured placement across Rightmove, Zoopla and OnTheMarket; a targeted digital campaign across the family-buyer postcodes inside and beyond TN2; in-person viewings led by senior members of the team rather than a sales-suite handler.

The pricing strategy was set based on resale comparables in the same postcode rather than new-build benchmarks elsewhere — a deliberate choice to anchor the launch in the local market the scheme was actually built for.

Buyer demand & result

The outcome.

Every unit sold. Sales progression ran alongside live marketing so that as later units launched, the earlier reservations were already through to exchange — protecting the developer’s programme and freeing capital. Completions ran cleanly through to the final unit handover.