Redrow plc (RDW) Earnings Call Transcript & Summary
February 10, 2021
Earnings Call Speaker Segments
Matthew Brennan-Pratt
executiveGood morning, everybody, and I hope you are all safe and well. So my name, for those who don't know me, Matthew Pratt, Group Chief Executive. I'm joined today by Barbara Richmond, Group Finance Director; and of course, John Tutte, our Chairman. So I'll start by summarizing the highlights of today's results, and then we'll move to questions. Clearly, we're delighted to announce a strong first half performance whilst continuing to operate under strict COVID-secure measures. The pandemic and returning to activity has absolutely confirmed that we have the right products, in the right place, at the right time. Completions were 20% ahead at 3,065 homes, and we delivered a 20% increase in group revenue to GBP 1.041 billion due to our strong opening order book and resilient demand. We also achieved a pretax profit of GBP 174 million, an 11% increase on last year. The performance has been driven by focusing on what we do best, which is building highly desirable, high-quality homes across England and Wales. Redrow's larger quality family homes located in great places with open spaces align perfectly with changing customers' priority that balance work, home and the local community. At Redrow, our commitment is to create thriving communities where people want to live by building responsibly and valuing our people. During a period of intense activity to rebuild output, it's pleasing to report we have maintained high levels of customer satisfaction, and I'm grateful to our teams for their ongoing hard work and commitment during what are these challenging times. The industry has weathered a turbulent time and would benefit from greater regularity and fiscal certainty. This is essential if the industry is to deliver much-needed homes for the U.K. Start-stop fiscal policy and regulatory uncertainty do not assist us in the medium-term planning. We want to work in partnership with government and other industry players to come up with a thorough, sustainable plans for the future. Looking ahead, we've continued to maintain a very, very strong order book, an excellent cash position, desirable products, and we have a resilient target market. These fundamentals mean we can look confidently to the future, fulfilling our ambition to rebuild and grow the business. Reflecting our confidence, the Board is delighted to resume the dividend payment of an interim dividend of 6p. With that, I will now take some questions. Thank you.
Operator
operator[Operator Instructions] Our first question today comes from Will Jones from Redburn.
William Jones
analystI've got 3 questions, if I could, please. First, maybe just if we could explore your experience around Help to Buy and the transition. Obviously, it looks like you sold pretty well this side of the new year. But I guess any wider comments on how that's being taken regionally, I suppose. And perhaps, if you could comment on what kind of proportion of sales you expect it to be as you transition across to part 2. The second was perhaps just if you could help us with site numbers. There's guidance in the presentation, I think, for the rest of the year, but just how you're thinking about that evolution of numbers across '22 and '23. And as best you can help us, what degree of visibility and confidence you have on the prognosis there? And then the last one, maybe just if you could help us just understand exactly around the London exit. And I think in the statement, you talk about 6 sites, 4 of which have gone. Were they all -- can you help us whether they were sold or traded out or how they went in the first half? And then the remaining 2, again, how you expect to exit those, is that a trade-out or a sale? And if possible within that story, I think there's 2,500 plots left in London. How much of that is Colindale and how much is the remaining 2?
Matthew Brennan-Pratt
executiveOkay. Thank you, Will. To start with Help to Buy, I think I've already said, we've got a very, very strong order book, of which GBP 750 million of that is beyond both the Help to Buy change and the Stamp Duty Holiday, which has really shown the resilience of what our product is about. So in terms of trading, we're not seeing any difference in trading across our businesses. North, clearly, we've got a completely different cap in north, which is a lot lower than that in the south. And we're not seeing any impact with regards to the change of Help to Buy, but our product tends to be more focused on people with deposits and an element of equity. So we'll probably be one of the least affected by changes to Help to Buy, you would imagine. So I'm not seeing any sorts of changes from Help to Buy. It's great to see and we're very pleased. No, this has been -- we've been planning for it for a very long time, and it wasn't a surprise to us that this was the case. Problem is...
William Jones
analystSorry, maybe it's too much detail, but of your sales, say, this part of the new year, do you have a rough view of how much of that is Help to Buy at the moment?
Matthew Brennan-Pratt
executiveThis side of the new year?
William Jones
analystYes.
Barbara Richmond
executiveWhat do you mean by that?
William Jones
analystWell, the share of group that is using...
John Tutte
executiveHe means reservations.
William Jones
analystYes, the share of group reservations who are using the new Help to Buy. Obviously, there is a window to judge, but...
Matthew Brennan-Pratt
executiveThis side of the new year, I mean we're down about 23%, something like that. It's slow, really. It's hard. I think in reality, we expect it to fully be half of what has been, if not a little bit more.
Barbara Richmond
executiveCorrect. About half of historic levels is where we expect to land. I mean if you look at the GBP 750 million order book at the end of last week, private, only 10% of that's Help to Buy. Outlook?
Matthew Brennan-Pratt
executiveYes, site numbers. I mean we're currently at 118. We don't expect to grow that very much over the next 12 months. But clearly, after that period, we expect to accelerate that forward as we head into 2023 as we buy the land and the land comes forward. So that's where we are with site numbers. But clearly, we've got a huge order book, which we've got to start winding down.
Barbara Richmond
executiveOn London, one site was sold of the 6. One site was the JV, which we've now finished. So we've covered the last of our investment in that, but clearly, there's no turnover or anything. Two were not sales, they were just sort of exiting sites where we were preferred developers. So that's the 4 that's gone. The 2 that are yet to go, they will be -- in the second half, they will be sales. They're not in the plots because we're holding them for sale, Will. So what you're seeing in the plots are only the sites that we are building out, which is effectively West Drayton, Padcroft and Royal Docks, plus Colindale. They're all stuck with everything.
Operator
operatorOur next question today comes from Anastasia Solonitsyna from UBS.
Anastasia Solonitsyna
analystA few questions, if I may. Firstly, I wanted to talk about the cladding safety and if you can give us a rough estimate of how many business you have which might -- have not used suitable cladding materials and which would be required to remove. And if there is any kind of estimate of a potential exposure or provisions could be made to finance repricing and addressing potential fire safety issues. And the second question, if you could give us a little bit more color on your expectations about volume recovery direction from 2021 on, when you expect to return to baseline 2019 levels, considering a strong recovery recently in demand and intention to kind of grow organically from there and open new sites. What do you think is achievable to return to the baseline like by 2023, 2024 or would it happen later? And the same on margins, where do you think you can get to a normalized level? And what this level should be for you?
John Tutte
executiveThank you, Anastasia. It's John Tutte. I'll deal with the cladding question. I think perhaps just to put it into perspective, we've been dealing with the cladding issue now for about 3 years. In summary, if you look at the schemes where there has been issues with the EWS1 Form certification, there's around about half a dozen legacy schemes where that has been raised as a problem. I think all of the schemes that we're talking about are well over 10 years old, and all of them were constructed under design-and-build contracts using external contractors. The issues aren't necessarily cladding and the combustibility of cladding, and there's also the question as to whether the cladding complied at that time, and whether it complies now. And there's also the issue about fire stopping on some schemes as well. So it's not straightforward. It's quite complex. But as I said, we've been working on this for about 3 years with not just the contractors, but the leaseholders, the freeholders, the managing agents. And all -- and some of the schemes we have undertaken works already, and we have funded those works despite the fact that we haven't got a legal liability to do so. And we are working to make sure that we can progress and get to a point where we think EWS1 certificates can be issued. The one thing I will say in terms of the costs, we very much will look towards our contractors to pay, but we have accumulated provisions of around about GBP 20 million to cover these schemes over the last 3 years. So it's -- we're not in a position that suddenly, this has come up and caused us an issue, immediately ahead of Robert Jenrick hopefully making a sensible statement this afternoon. It's something that, as I say, we've worked out over the last 3 years. It's taken a lot of time. We worked at it behind the scenes just to make sure that we're doing the best we can for our leaseholders. So hopefully, that answers your question, and perhaps I'll put it over to Barbara and Matthew for the other ones, Anastasia.
Barbara Richmond
executiveYes. I mean in terms of getting some idea as to when we get back to 2019 levels, I guess, for all, it's a question of whether you take 2019 with the revised group structure, i.e., with just Colindale in London or you take 2019 in the sense of the reported numbers. If you take 2019 in the former definition of excluding anything other than Colindale, then we expect to get back to that level of turnover, which is around about just over GBP 2 billion by 2023. If you take the absolute number including Colindale -- including the whole of London, so the actual reported 2019 turnover, then it'd be 2024, is our estimate. We have not dramatically changed, to be honest, since we reported in September and again in November. I think what we've got now is a bit clearer picture on margin progression. And I think it's fair to say we think we will be off with a margin -- a gross margin of over 23%, approaching 23.5% by 2023. The -- in terms of operating margin, I think that our overheads at that point in time will still be closer to 5% and 4.5%. So at the operating level, we won't get up to 19% until probably 2024. So I think we hit normalized gross margins in 2023 and normalized operating margins in 2024.
Operator
operatorOur next question comes from Gavin Jago from Barclays.
Gavin Jago
analystJust a couple of questions from me, please. The first one is just on house price inflation. I know you said you've experienced it across all regions. But if you could put any numbers on this and any kind of differences amongst the regions, I guess? And the second one was just around levels of incentives which have been used. Obviously, you've had a strong wider housing market, particularly with Stamp Duty. Have you seen any increase in levels of incentives being used for those, I guess, reservations being taken beyond the Standard Duty Holiday?
Matthew Brennan-Pratt
executiveYes. I think -- I mean, HPI is pretty consistent across all the -- all our patches with the exception of London, where we're not seeing -- as expected, we're not seeing the price rises that we're seeing elsewhere. As we've said in the statement, we will cover the cost of the additional build cost with our HPI. So that was -- and what the second question was about, the incentive level?
Gavin Jago
analystIncentive level.
Matthew Brennan-Pratt
executiveNo, the incentive levels is staying very, very tight and flat. We're not having to do any additional incentive level beyond the Help to Buy, beyond the Stamp Duty to date. We are maintaining a very, very strict level of incentives.
Gavin Jago
analystAnd part exchange has not been a big part of, I guess, over the last couple of years of usage anyway, has it?
Matthew Brennan-Pratt
executiveWe've never used the part exchange, which is -- which shows you the strength in our products. We don't need to use part exchange. People will sell their own. I mean we have got -- we do support people to sell their homes, but we certainly don't buy them in. So we don't need to, which is because of our product really. So it was just an identification of what people want from our homes and they're prepared to do the work themselves to sell it and not go down that route. So no, we don't use part exchange.
Gavin Jago
analystOkay. And can I just ask -- just a point of clarity on the cladding. So is it right, John, that it's GBP 20 million that's been, I guess, provided to date across 6 schemes?
John Tutte
executiveYes. Around the 6 schemes, yes, yes, which becomes a little bit ahead of where, I assume making a below-the-line provision.
Operator
operatorOur next question comes from [ Dan Grant ] from Bank of America.
Unknown Analyst
analystCongrats on the results. Just 2 from my side. One just a clarification. The first one is just on the land market. I mean obviously, in the statement I was expecting to accelerate land acquisitions in H2. I just want to understand the level of competition that you're seeing in the land market and what sort of margins that you're purchasing the land at. And then secondly, just in your private order book, post-March or post the end of March this year was it 68%? Was I correct in hearing that you now expect a normal run rate of Help to Buy to be around 50% of previous usage? Sorry, I just missed that.
Matthew Brennan-Pratt
executiveYes. Well, I'll start with land market. I mean we will accelerate in the second half. We've already identified and there's a number of securities. Key sites that are in the strategic land bank, we've got -- they've made no progress, we got planning already. But we are -- the next 6 months, we expect to accelerate considerably against the first half of the year. I mean in terms of hurdle rates, we're happy that we are achieving our hurdle rates. I think the market generally in the land market is -- I won't exactly say, land is always expensive. So you do not exactly set plan as it's got a hell of a lot cheaper. It's certainly not doing that. But we're confident that we are buying sites that suit our products. So in the right location with the right planning permissions, and we're buying them at our normal hurdle rates. And we're -- that includes margin and in terms of return on capital employed. So we're happy that our market is robust at the moment that we can operate quite successfully within it. I think it was the private order book. Barbara, would you handle that one?
Barbara Richmond
executiveYes. I mean we said that the private order book was 10% Help to Buy. So you -- I think your question was what do we think the ongoing level of Help to Buy is going to be after the 31st of March. And we are -- we were averaging around about 30% of value completions were Help to Buy. And now we think that will probably drop to around 15% of value completions.
Operator
operatorOur next question comes from Jon Bell from Deutsche Bank.
Jonathan Bell
analystI think I've got 3. First 2 are related, I guess. Just on the Future Homes Standard, looking ahead to 2025, what road map do you have from the government? And what uncertainties remain in terms of what the new standards will entail? The second question is a related one, I guess. Have you built or piloted a 0-carbon home? And the third one is just a little extra color, if you could, around the cancellation rate in the first half.
Matthew Brennan-Pratt
executiveOkay. Well, I'll pick up Future Homes and the 0 carbon and Barbara can pick up the cancellation rate. In regards to future home standards, the Part L indication of what's under the Part L has just been published. This will happen on -- this will probably be introduced in June 2023. But clearly, it's June 2023 for properties that aren't started. So it probably won't really affect completions until very much in the back end of 2024. Now in terms of the reduction in carbon usage, [indiscernible] set down as to where it is. We're confident that we can deal with that. There is a cost associated to that, and we've clearly been including that within our land appraisals going forward. In terms of 2025, which will be the big change, 2025 when no fossil fuels are required, we are still working our way through that. We are putting an allowance in, which is, so to say, the best-educated guess in terms of how much we think that will cost us when we get to that point, and there's a few sites that really affect in 2026 I think to start affecting. But we're working with it, we expect nowhere we go from that. In terms of 0-carbon homes, we -- what we're doing at the moment is we're doing a trial of the home in one of our regions up in Yorkshire, where we're trying infrared heating. So we've taken the gas out. We've got 2 houses next door to each other, identical homes. One will have the gas heating, one will have no fossil fuels in it. We've got PVs on the roof and we've got battery storage. And we're going to put people in those homes, and we're going to monitor mainly the bills as to what happens with the bills. And we also want to understand the comfort level of those people. Because infrared heating is very different to that of the normal heating. And we want to make sure that customers who are going to be moving to these homes feel the same way in terms of moving around their home. So we are working towards it. But that's one of many alternatives that we can use. But battery storage will become probably one of the stronger things that people use, how they -- there'll be various changes, I think, in how we heat the homes with using electric. But clearly, we're trying to minimize the bills in regards to battery storage. So using the batteries at peak times and storing the batteries at offpeak times, I think, will be something that we'll be probably more focusing on going forward. So we're putting a lot of effort into that and trying to not just look at the costs associated by it, but look at the effect of our customers. I think Barbara on the cancellation rate?
Barbara Richmond
executiveYes. So you're right, Jon, the cancellation rate was particularly elevated in the first half of the financial year. Really, that wasn't our clients. It was generally down the chain. The problems were around the 31st of March Stamp Duty Holiday and whether or not deals could be completed in time for that. Also, mortgage availability, which -- there was a period of time where mortgages of 90% and more, but particularly around 90% virtually went away. That -- those 2 problems have been resolved now in the sense that the orders we're taking now are for beyond the 31st of March. So Stamp Duty Holiday, it's gone. That's it. They're not going to get it nor is anybody down the chain. I mean with the delays on searches and everything else, your chances of completing anything in just 3 or 4 months now about -- at almost nil. And mortgage availability is now at 90%. There are now quite a few people offering that. And of course, rates are now starting to improve as well because they partly restricted the market through mortgage rates. So as a consequence of that, you'll see that the cancellation rate in the first 6 weeks actually dropped to 14%, which is only 1% above the same time last year. So we're virtually at normal levels of cancellation rates now. And I would suspect by June, we will be back at normal levels.
Operator
operatorOur next question comes from Brijesh Siya from HSBC.
Brijesh Siya
analystI have 2 questions. The first one is on the sales rate. In the new year, you talked about the sales rate being impacted by lower availability as with high comparable base. Would you be able to split that out and say how much was kind of depressed to us because you didn't have stocks to sell? And the second one is on the build cost. You guide 2% to 3%. Is there any impact on the labor market just because of Brexit? I understand you did say there's not much, but have you seen any movement in labor, especially?
Matthew Brennan-Pratt
executiveYes.
Barbara Richmond
executiveYes. So, Brijesh, in terms of the sales rate, I mean, clearly, we don't actually have statistics on what sales we lose because we haven't got availability. We know that that's an issue, but -- obviously, in our discussions with our sales teams every week, but there isn't a specific amount we could put -- attach to that. I think what I would say is that whilst the sales rate at 0.67 is slightly down on last year when we had the [indiscernible], that 0.67 sales rate is identical to weeks 1 to 6 of the first half in the calendar year before that. So it really is a normal sales rate. So we are comfortable with that. So you can see, if we did have a bit more availability, we would have even better sales. So while I can't quantify, I think it's something to be very positive about and I think I'll let Matt to answer about build cost.
Matthew Brennan-Pratt
executiveBuild cost. I mean we're not seeing any major impacts. I mean clearly, you've got so many reports with regards to the likes of Cambridge going open. That's mainly because of the international market more than anything else. But we're not seeing any particular issue with regards certainly on materials. In labor, again, we're not really seeing any particular problems with regards to Brexit. We are seeing -- labor at the moment is impacted slightly on the back of the fact of people -- so advice was clearly, you can't go to a building site if you have to self-isolate or you've got the kids at home and things like that. So we're probably more impacted immediately on the back of COVID than anything else. But as I said, it's not anything material. But in terms of Brexit, no, we're not seeing any impact.
Brijesh Siya
analystAnd can I come back on the cladding part? Just a clarification. When you talk about 6 sites, is that all you have where you needed some kind of certification? And does that include all the sites which you are currently building as well?
John Tutte
executiveNo. In fact, if you talk about the certification EWS1 Form, that's required on any building above 18 meters. And of course, more recently, we've constructed a lot of buildings in London over 18 meters, but we have got the EWS1 Forms in place on those. So the issue stems back mainly to our legacy sites, which, as I say, we've got these half a dozen where we've had the EWS1 Forms not been issued. And further investigations were needed into the cladding and fire stopping and the likes. And it's those schemes that we've now been dealing with over the past couple of years or so. So yes, we're pretty content that it's a legacy matter principally relating to these half a dozen sites built by main contractors anywhere between 10 and 20 years ago.
Operator
operatorOur next question comes from Aynsley Lammin from Canaccord Genuity.
Aynsley Lammin
analystNot many left actually. Just first of all, on the dividend, obviously, reinstates at the interim level, just if you could remind us of your policy going forward for the full year. I think it was a progressive kind of 3x cover, but any reminder on that. And then just on the previous question, I think your Brexit kind of questions more relates to the labor market. We've heard a few rumblings around kind of port issues, container rates, et cetera, just impacting some of the materials or products coming in. Have you seen or expect to see anything in that context?
Matthew Brennan-Pratt
executiveWell, I'll let Barbara answer the dividend issue, but it's very quick on the Brexit one. No, we're not. We are seeing a little bit of -- I mean, I think you've got few materials with a few spikes in them, a few issues with COVID in the Italian appliance factories. But ultimately, no, we're not seeing any imports. I mean the great thing about housebuilding, it relies heavily on the U.K. manufacturing. It doesn't rely heavily on imports from abroad. I'll let Barbara answer the dividend question.
Barbara Richmond
executiveYes. I mean...
John Tutte
executiveJust on that, though, Aynsley, we did -- I think we have covered this before. We do -- we carry a sensitivity sheet on this with all of our suppliers, where we constantly update with them where they sit with Brexit and of course, a lot of them made alternative arrangements to come -- to get materials in from non-EU countries, and that's been unaffected.
Barbara Richmond
executiveOkay. So I think in terms of dividend, our policy remains unchanged at 3x cover that was set a few years ago. I think as far as 2021 is concerned, based on the consensus, we could probably pay marginally more than 6p. But given market uncertainty and our spending in the land market, we paid the interim that we have, and we'll review that when we get to September. So yes, we're happy with the dividend, but we -- but the cover policy hasn't changed.
Operator
operatorOur next question comes from Marcus Cole from Liberum.
Marcus Cole
analystJust a couple of sort of final questions, if I may. The first is just can you add any color to sort of the strength of the order book? How far forward are you selling? And are you able to push any prices? And then just what size land bank you're comfortable operating within the future as you look to grow?
Matthew Brennan-Pratt
executiveYes. I mean in terms of order book, we're selling well beyond -- the key thing here is we're selling well beyond that March date. And it's not costing us to sell beyond that March date. But we are selling into next year as well now. We're 95% sold for this year. And clearly, anything else on top of that is going to be into next year and we continue to sell well. So we are selling well beyond those periods. I mean in terms of land bank, look, I'd look to have a lot shorter land bank, but these is always going to be an issue with us. We try to keep our full 4 years at least as our target. If we can get to a point where the planning becomes a lot more easier and a lot more reliable, well, we can bring that down. But at the moment, we'll maintain our level of about 4 years.
Operator
operatorOur next question comes from Clyde Lewis from Peel Hunt.
Clyde Lewis
analystI think I've got a few, if I may. One was on sort of delays. I mean you've covered some of the issues on delays. But could you say a little bit about where things are on the planning side and local councils, in particular, I suppose, getting sites through planning and obviously not just outlined, but getting the details done and whether that has sort of got back to more normal levels? And the other one sort of on delays, I suppose, or build rates was, where do you think your current sort of construction levels are relative to, say, a 2019 base? Are you back at 100% on that level? And the other one I had really was around sort of product differentiation. And you've obviously sort of pushed more in terms of the family orientation and the bigger units over the last sort of 12, 18 months, I suppose. It's been coming for a while. But have you noticed a particular difference in terms of the sales rate between that product and the smaller units?
Matthew Brennan-Pratt
executiveOkay. A few there, Clyde, as usual. Thank you very much for all that. With regards to outlets and planning, planning is always -- unfortunately, it really is a lottery with regards to whether your planning application is going to go through smoothly and quickly or not. This is the problem we find. I mean I got planning last week from the site. It took 51 weeks in planning and it was not a controversial scheme at all. Yet you get many of them through in the period in the 13 weeks. So it's still down to local authorities and how good they are and what they're dealing with. So there is no tangible reason as to why some are delayed and some aren't. So there's a huge -- continues to be a huge frustration with it, to get these through. I mean they're asking for more and more from us. Every time we put a planning application in, there seems to be more consultation, more issues. Now we've got other issues coming, like the likes of nitrates and things like that, which come out of the woodwork. So it's certainly not getting easier. It's certainly getting harder. And I think, unfortunately, I can never tell you exactly which one will be the quick one and which one will be the slow one. So it's still tough to get planning through. And it hasn't been helped by the fact that many people having to work from home and the likes. So there's still issues around that. With regards to construction levels, we are down on construction levels, which we were hoping to get them back. When we first came back, we were at a reasonable level, and we expected that COVID was -- as people settled into the style of COVID, working a bit more remotely, that they could -- we would increase them. But what we've noticed more probably in the third lockdown than anything else is the fact that our workforce is -- probably been more affected this time around with the likes of people who are shielding, people who are self-isolated, people who've got kids at home. That's the new one. People -- if you're in a partnership with somebody who has to go the office or works in a hospital or something like that or nurse or anything, you know which one is going to end up staying at home. So we are seeing a lot more of the workforce having to stay home, which is having an effect. So that is somewhat of a problem. We are hoping as the vaccine gets rolled out, we will get that better as we go forward. In terms of product differentiation, we tend to -- our homes are -- I'd like to think that we've probably got the right home for the right -- exactly the right time at the moment. People want exactly what we've got. We tend to build a 4-bedroom detached home with a bit of space around it, well designed. So it's not just the home itself. It's what we put around it as well and how we do the environment around it. So I think that's paying dividends for us realistically, as people are shifting around the country as to what they got. We are seeing people move further afield than they ever have done before, which is probably to be expected as people do less and less of the daily commute now. It's turning into -- even if the pandemic was over tomorrow, it'd probably turn into a weekly commute rather than a daily commute. So I'm confident that we can sell very well. And we had a lot more availability, and we could drive things more. I think if we'd sell out -- the sales rate will be up even further.
Clyde Lewis
analystAnd one last one from me. I mean just in terms of the sort of the land that you're looking at in terms of, I suppose, size of the sites and the geographical location. Have you changed much in terms of sort of what you're currently looking for?
Matthew Brennan-Pratt
executiveWell, I think a Redrow site is always a Redrow site. We've got to be in a low case. And our products, as you know, it's more I'd say desirable, more esthetically pleasing and therefore, people got to -- there's a cost associated with that. And therefore, people need to pay towards that. And therefore, you've got to have some element of discerning. You can't be somebody who's absolutely stretching themselves to buy a home. They can't afford to be that more discerning on what they buy. So we tend to always have to buy sites where we know there's an opportunity for people to pay more money. So a good area in a reasonable town is always a good area. So we are concentrating on the south of the U.K. That's a big area for us because the average selling price is a lot higher there. And therefore, the sales price can be easily changed -- booked in comparison to some of the other areas. But our northern areas, we'll probably try and move a little bit bigger in some of the houses because affordability is less of a problem compared to that in the south. So we are quite happy at the moment that the land that we're buying is in areas where we can get our premium for our products and people will best pay for. So we're happy with the land market at the moment there. We can work effectively within it.
Operator
operator[Operator Instructions] We have another question registered from Arnaud Lehmann from BAML.
Arnaud Lehmann
analystIt's Arnaud Lehmann from Bank of America. Just one follow-up question from me. Could you, please, elaborate a little bit on your customer base? I mean it's clear that the hospitality sector has been hurt by COVID-19, although that didn't seem to impact at all demand environment for you guys. With Brexit coming, maybe having an impact on the manufacturing sector over time due -- and the end of furlough possibly in the next few months. Would you expect, well, firstly, at the macro level, risk of rising unemployment? And if it's more coming from the manufacturing side of the economy, would you expect more of a negative impact on your potential customer base?
Matthew Brennan-Pratt
executiveYes. Thanks for the question -- I mean thanks for the question. Look, our customer base is, it's -- you've got to look at what's been affected in the economy, which is entertainment, tourism, areas of that. And many of our customers are second-time movers. They have an element of deposit, and they have an element of equity within their home. So our customer base is pretty strong. These same people tend to have reasonable disposable incomes. And that disposable income at the moment is not being used because holidays are not available and restaurants aren't available and things like that. So you've got a sense of the economy, which is people that we aim for, which is second-time movers who have an element of disposable income that's not being used at the moment. So you can see why people want to head towards a better home and a better way to live. So it's playing to Redrow's skill set and advantage as to what we do, that people are really upgrading to a Redrow home. So I think with -- our customer base has really not been affected at this precise moment. In terms of Brexit with rising unemployment, I think when we reopen the economy, we'll see from that. But again, the unemployment side tends to be more into a different customer set than our own. It's -- the other thing is there's a lot of young people, which is why I'm putting in my statement the fact that we are very, very keen to ensure that young people have that opportunity. And therefore, we purposely went out and took 32 graduates on a assignment, graduates are getting employment and employed 19 new people across our business to do our degree course and kept our trainee levels at 330 trainees across the business. So we find it very important as a business ourselves. But clearly, we feel sorry for those that have been affected. But Brexit, I mean, my view is that we will -- I think Brexit has happened and the business will continue to be very strong.
Operator
operatorLadies and gentlemen, this concludes today's Q&A session. Matthew, I hand back to you.
Matthew Brennan-Pratt
executiveThanks very much, everybody, for all your questions. Clearly, you know where we sit. We've got some great advantages of the business. We got a product that's absolutely spot on for this market. And clearly, you've got a U.K. that's changing its priorities, and we're clearly there to support that. Okay. Thanks very much.
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