Five of our developments have been shortlisted in 6 different categories in this year’s prestigious First Time Buyer Readers' Awards. This recognition from First Time Buyer magazine highlights the quality and strong appeal of our projects to those taking their first step onto the property ladder.
Organised by First Time Buyer magazine, the annual awards celebrate industry leaders who go the extra mile to support first-time buyers on their journey to homeownership.
The winners will be decided by public vote, and we’d love your support! You can cast your vote for our nominated developments on the FTB Awards website. The results will be announced at the awards ceremony on September 12, 2025.
Vote now on the FTB website
Best Small/Medium Development – McFarlane Place at Television Centre
Macfarlane Place has been shortlisted twice, the first in the Best Small/Medium Development category, which recognises schemes of up to 80 homes that offer high-quality, affordable living environments for first-time buyers. Judges look for developments that integrate well into their surroundings, feature thoughtful design, and positively impact the wider community.
Best First Time Buyer Apartment – McFarlane Place at Television Centre
Macfarlane Place has also been shortlisted for the Best First Time Buyer Apartment category, which recognises high-quality, accessible homes tailored to those taking their first step on the property ladder.
Why Macfarlane Place Was Recognised
Located at the iconic Television Centre in White City, Macfarlane Place delivers 142 100% affordable homes, including London Living Rent, Shared Ownership, and Affordable Rent tenures. Every home was allocated to a resident or key worker from Hammersmith & Fulham, directly addressing local housing needs.
The development also has stand out features like the UK’s largest installation of external shutters to tackle overheating, and an all-electric, low-carbon design meeting RIBA 2025 climate targets. As part of the broader Television Centre masterplan, the development connects the iconic former BBC buildings with future phases, transforming previously private land into accessible public space.
Best Marketing Campaign – The Lumiere Edition at New Mansion Square
The Lumiere Edition at New Mansion Square has been recognised by the FTB Awards judges in the Best Marketing Campaign category. This award celebrates the most innovative and effective use of media to engage and support first-time buyers. Judges looked for creativity across multiple platforms, clear targeting, and measurable results that helped buyers take the first step on the property ladder.
Why The Lumiere Edition was recognised
Facing slow sales at the Battersea development, Peabody launched a bold rebrand in October 2024, transforming 36 remaining homes into the Lumiere Edition. The campaign used bold visuals, the tagline “Feel the Power,” and authentic resident testimonials to highlight the homes’ natural light, strong connectivity, and vibrant local lifestyle.
Peabody also used a multi-channel approach including outdoor, social media, and on-site experiences to drive deep engagement with first-time buyers. By March 2025, 33 of the 36 homes had sold, with improved conversion rates across every stage of the buyer journey.
Best Show Home – The Auria
The Auria in Notting Hill has been recognised in the Best Show Home category, awarded to the home that best allows prospective buyers to visualise its potential while staying true to the practical needs of a first-time buyer. Judges evaluated how well the space was furnished using products within a typical FTB budget, offering a realistic and inspiring insight into life in a new home.
Why The Auria was recognised
Designed by award-winning interior designer Pandora Taylor for Peabody New Homes, the one-bedroom show home – The Bohemia – perfectly captures Notting Hill’s creative energy. Located on iconic Portobello Road, the space combines bold colour, natural textures and sustainable materials to evoke warmth and individuality.
From sky-blue walls to mossy greens and sunshine-yellow curtains, every detail was curated with both character and affordability in mind. The fully furnished home, included within the purchase price, reflects how thoughtful, design-led interiors can remain accessible to first-time buyers seeking stylish, community-focused living in West London.
Best Large Development – The Aviary
The Aviary in Oxford is recognised in the Best Large Development category for its high-quality design, affordability, and community-focused approach. This award celebrates developments of 81+ homes that integrate well into their local environment while offering desirable, accessible housing for first-time buyers.
Why The Aviary was recognised
Located just south of Oxford city centre, The Aviary delivers 84 Shared Ownership homes within a 100% affordable scheme helping first-time buyers access homeownership in a high-cost market.
Designed in partnership with local residents, the development includes new public spaces, shops, and a multi-purpose community centre built to Passivhaus standards. With varied home types, strong transport links and a design that reflects and enhances its surroundings, The Aviary is creating not just homes, but a vibrant neighbourhood. It stands out for its thoughtful design and meaningful contributions to Blackbird Leys’ regeneration.
As Ian Fenn, Partner at JTP said, The Aviary “will deliver huge physical, social and economic change to Blackbird Leys, benefitting both existing and future residents.”
Best Off-Plan Development – West Ham Village
Nominated for Best Off-Plan Development at the First Time Buyer Awards, West Ham Village is a standout future-ready scheme designed with first-time buyers at its core. Part of Berkeley’s landmark TwelveTrees Park masterplan, the development will deliver a collection of studio, one and two-bedroom Shared Ownership apartments, starting from just £98,750 for a 25% share.
Why West Ham Village was recognised
The homes at West Ham Village combine smart layouts, designer finishes, and Juliet balconies with a wider masterplan focused on wellbeing. Residents will also enjoy 12 acres of landscaped parkland, cafés, a new Science School, and a buzzing Central Square filled with markets and street food.
With excellent customer care, virtual tours, and support throughout the off-plan process, buyers feel informed and confident. A direct link to West Ham station provides fast connections across London, while the surrounding area offers rich cultural experiences and local gems. West Ham Village truly sets a new standard in future-ready, community-focused urban living.
Have your say in the First Time Buyer Readers’ Awards 2025
The First Time Buyer Awards are all about giving you the chance to vote for the developers and housing professionals making a real difference for those taking their first steps onto the property ladder.
To cast your vote, simply visit the First Time Buyer Readers’ Awards 2025 page and click on Voting Now Open. There are 14 categories to choose from, so you can show your support for the developments, teams and innovations you think deserve recognition. Don’t miss your chance to have your say!
Vote now on the FTB website
