Simon Whalley
Chester,Cheshire
Summary
I am a commercially astute individual with a comprehensive knowledge of the new-build housing market at Sales Director level. I am a natural leader with a passion for people and excellence, possessing a proven track record of motivating and developing staff. I have achieved and exceeded demanding targets in a highly competitive market and succeeded in delivering rapid growth across a wide range of housing development sites, whilst maintaining the highest level of customer care. I believe people are at the heartbeat of the organisation, but I also have a keen business focus. I have a strong desire to succeed, personally, but also for the wider organisation.
Overview
36
36
years of professional experience
Work history
Sales director
Genesis Homes
, North West
08.2025 - Current
- Created new business plan for company growth
- Increased Sales Performance by over 80%, leading to increased revenues and profit
- Achieved budget levels
- Achieved and maintained very high levels of customer service and positive HBF customer surveys
- Highly experienced in leadership and team management
- Proven record of developing new and existing teams
Sales and Marketing Director
Jones Homes North West
05.2021 - 05.2024
- Responsible for all market research prior to land acquisition.
- Agree the right product and specification for the target local market.
- Give advice on the preferred mix of house types based on relevant market research within the geographical area.
- Provide the timely production of the relevant market and local competitor analysis for all land purchase exercises and pre-commencement budgets.
- Work to and influence the earliest opening of our development outlets on time and to budget
- Oversee the preparation approval and production of the relevant marketing material, this ranges from online portals, Jones Homes website, brochures and signage.
- Manage and take responsibility for all business branding, advertising including a well performing website. Website stats are tracked via Group to ensure KPI’s are being hit, e.g keyword performance and click through rates.
- Agree the target customer profile to brief the show home interior design, to ensure the design is ahead of the local competition. Ensuring all budgets are achieved for the show area. These are measured via £/sqft and reviewed in monthly review meetings.
- Maximisation of selling prices. Each week the targets are checked against current selling prices compared to current on-site valuations to increase the pricing structure.
- Deliver outstanding customer service throughout a customer’s journey.
- Review, discuss and take action to improve customer satisfaction to focus on all areas but especially the ‘Recommended’ question to maintain the 5-star builder award recognition.
- Review all data of monthly customer satisfaction surveys by development and overall business unit and act as appropriate.
- Ensure the sales and marketing department has a positive customer centric culture, developing skills and attitude to deliver outstanding customer service to customers at each stage of their experience.
- Establish and manage on a development by development basis a direct selling expense budget with monthly reviews of the spend/performance and to work towards any cost savings.
- Be an integral part of the management board to prepare annual budget projections for reservations and legal completions and outlet openings in line with the business unit timetable.
- Establish and manage the selling prices on a plot by plot basis.
- Manage the remuneration packages of the sale team and ensure they are compliant with Group guidelines.
- Ensure that Sales Managers and Sales Executives are motivated to achieve their reservation and completion profile.
- Monitor on a weekly basis actual performance against budgeted sales, completions and outlet opening forecast, then in conjunction with the Sales Managers identify reasons for variances and act where appropriate.
- Regular development visits to ensure the sales team are motivated, product quality stands out with both development and product presentations meeting or exceeding the Company standards.
- Lead in the recruitment, induction, motivation, management and monitoring of the sales team.
- Training and development of sales staff to continually improve performance.
Sales and Marketing Director
Persimmon Homes PLC
01.2011 - 01.2021
- Formulated and implemented sales and marketing strategies.
- Achieved 700+ unit sales generating continual year on year growth, resulting in circa £150m turnover.
- Recruited, trained, developed, and motivated all staff.
- Instrumental in enhancing the divisional land bank and conducting land appraisals.
- Optimised the Company website and online marketing, utilising Rightmove, Zoopla and New Homes for Sale.
- Ensured compliance with all legal and Government requirements and schemes including GDPR and Help to Buy.
- Determined site and unit pricing structures and established KPIs for Sales Managers and Sales Advisers to maximise revenues and profitability.
- Devised and led all sales and marketing activities in line with annual budgets.
- Negotiated and communicated with a variety of external parties including Solicitors, Conveyancer’s, Financial Advisers, public relations, and advertising agencies.
- Successfully directed a part exchange department with year on year profits to support development plot sales.
- Directed and motivated the Sales Department to achieve high HBF ratings for the region.
Director
Advantage Property Solutions
01.2008 - 01.2011
- Formed a property sales consultancy business.
- Negotiated deals with new house builders for onward sale to private investors.
- Sales and Marketing Consultant for new house builders in the North West
- Expense budget for 1-5 years including monthly reviews of the spend/performance and to work towards any cost savings.
Sales Director
Barratt Homes Chester PLC
01.2000 - 01.2008
- Achieved 500 plus unit sales generating continual year on year growth, resulting in circa £75m turnover and £23m pre -tax profits.
- Directed a Sales Department which included the recruitment, training, and development of all staff.
- Gained an extensive knowledge of the housing market in the Lancashire, Merseyside, and Cheshire areas for both new home sales and land acquisition.
- Directed all customer care and customer service activities.
- Directed business to business development initiatives with external parties, housing associations and Government schemes including Liverpool Housing Trust, The English Partnership, and My Choice Home Buy to name but a few.
Sales Manager
Barratt Homes Chester PLC
01.1998 - 01.2000
- Led a team of 25 Negotiators across 18 developments in the North West.
- Increased divisional sales from 320 units to 500 plus units.
- Formulated KPIs and optimised individuals’ performance across all developments.
- Established competitor monitoring procedures and ensured that Barratt clients obtained the best product availability and levels of customer service.
Part Exchange Manager
Barratt Homes Manchester PLC
01.1996 - 01.1998
Senior Sales Manager
Barratt Homes Manchester PLC
01.1993 - 01.1996
Sales Negotiator
Barratt Homes Manchester PLC
01.1990 - 01.1993
Skills
- Managing and Motivating Sales Team
- Proven Sales and Marketing experience
- Budgetary Management
- Board Level Disciplined
- Land Acquisition Market Research
- Product and Specification knowledge
- Motivational Management
- Outstanding Customer Service
- Business Branding
- Maximisation of Selling Prices
- Health and Safety experience
ABOUT ME
- Driven and dedicated
- Strives for success
- A desire to develop others
References
References available upon request.
Timeline
Sales director
Genesis Homes
08.2025 - Current
Sales and Marketing Director
Jones Homes North West
05.2021 - 05.2024
Sales and Marketing Director
Persimmon Homes PLC
01.2011 - 01.2021
Director
Advantage Property Solutions
01.2008 - 01.2011
Sales Director
Barratt Homes Chester PLC
01.2000 - 01.2008
Sales Manager
Barratt Homes Chester PLC
01.1998 - 01.2000
Part Exchange Manager
Barratt Homes Manchester PLC
01.1996 - 01.1998
Senior Sales Manager
Barratt Homes Manchester PLC
01.1993 - 01.1996
Sales Negotiator
Barratt Homes Manchester PLC
01.1990 - 01.1993