There’s a point in almost every development where ego tries to take over A vaulted ceiling that would make the Sistine Chapel’s looks small Enough zinc cladding to create a worldwide shortage Landscaped gardens to rival Capability Brown Individually they don’t sound outrageous, in the right scheme they may even be appropriate But when you stack enough of them then you’re no longer building for the market Your ego has taken over and you’re building for applause This is where developments can get dangerous The might photograph brilliantly They might win design awards They might get compliments from the neighbours But none of that keeps developers awake at night Margin does I’ve seen it so many times where a site will stack and then the ‘improvements’ begin Bespoke details that no-one will pay extra for Over specced kitchens in mid-market areas Extra square footage that doesn’t lift value All of those kill margin Some developers don’t do it because of strategy, they do it because of ego And ego is expensive Profit is not created by impressing other developers Profit is created by: Buying well Designing for the target buyer Controlling cost Being disciplined The best projects often aren’t the most dramatic They fit the street They fit the price bracket They fit the demand profile It’s all about building the right house for the right market If you can separate ego from economics, you’re already ahead If you’re a landowner that discipline protects the viability of your site If you're an investor, that discipline protects your capital And in this game, capital protection matters far more than applause

Posted by Sam Bastow at 2026-02-25 16:29:42 UTC