POSTED: 4 May 2021

Leadership Change For Hayfield With £100m Turnover Target In Sight


Hayfield has promoted Andy Morris – formerly Operations Director – to the role of Managing Director. Mark Booth, the Co-Founder of the multi-award winning five-star housebuilder, will become Chairman.

Hayfield has promoted Andy Morris – formerly Operations Director – to the role of Managing Director. Mark Booth, the Co-Founder of the multi-award winning five-star housebuilder, will become Chairman.

The Solihull-headquartered business defied the unprecedented challenges encountered by the industry in 2020 by growing by 25 per cent. The company forecast it would double turnover during 2021 to £100m, and that target could well be surpassed, due to a remarkable sales performance in the first four months of this year, resulting in a current order book of £82m. Well over 300 luxury homes will be delivered across middle England at eight eco-friendly developments.

Andy Morris has worked alongside Mark Booth since 2006, when he joined Banner Homes Midlands Division. He was promoted to Contracts Manager at Banner in 2011 and following the takeover by CALA Homes three years later, he progressed through other housebuilding firms to the position of Construction Director, before re-joining Booth and other previous colleagues at Hayfield in 2018.

Mark Booth, Chairman of Hayfield said: “The timing is right for us to acknowledge the vital role Andy Morris plays in driving this business forward day in day out. He has recently recruited a senior team of highly experienced construction professionals, enabling him to progress to the role of Managing Director. The whole company is behind this internal promotion, and it will enable me to invest more time in the continued growth and diversification of Real Estate Capital Holdings, which is Hayfield’s parent company.”

Andy Morris, Managing Director of Hayfield said: “Pausing work on all of our construction sites in March 2020, and then restarting work only six weeks later with robust socially distanced Covid secure protocols, is a business challenge no one in the construction industry could have ever foreseen. For Hayfield it was a turning point, as the £85m of new equity and debt finance we had secured – and our entrepreneurial can-do attitude – enabled us to press on with construction ahead of the vast majority of our competitors. We also broke ground on three major development sites within a four-week period at a time when the house selling market was still under severe Covid-19 restrictions.

“Our exceptional family homes located in prime semi-rural locations wholeheartedly respond to what today’s aspirational buyers want, resulting in today’s formidable order book value. Most of our homes are reserved several months in advance of completion. I am delighted to become Managing Director of this brilliant business and relish the challenge of working towards our goal of delivering 500 homes a year.”

Hayfield is working in a dynamic way with its supply chain to continually maintain the rate of construction and high-quality standards across all development sites. The company became a five-star homebuilder in 2020 and retained the title this year, with 96.4% of its customers reporting they would recommend Hayfield to a friend. To coincide with the recent HBF announcement, market research company In-house Research Ltd also awarded Hayfield an Outstanding Achievement award for customer satisfaction, acknowledging the company’s placing well within the top 10% of housebuilders.

Hayfield is very supportive of the Government’s Green Revolution Pledge and Future Homes Standard. The company is proactively installing Air Source Heat Pumps, underfloor heating, the smartest electric vehicle fast-charging points available, and ultra-fast broadband into all new and upcoming developments. These features – alongside its current build specification – ensures all new Hayfield homes will exceed the 2022 Future Homes Standard by 100%, as the requirement is for a 31% reduction in carbon emissions, and it is achieving circa 62%.

Hayfield won Gold and Bronze accolades at the 2020 WhatHouse? Awards and has also received three Pride in the Job NHBC Awards.

For more information on Hayfield’s development portfolio, visit: https://www.hayfieldhomes.co.uk/