Redrow plc (RDW) Earnings Call Transcript & Summary
September 15, 2021
Earnings Call Speaker Segments
Matthew Brennan-Pratt
executiveGood morning, everybody. I'm joined this morning with -- by Barbara Richmond, Group Finance Director; and John Tutte, our Chairman, on his last day. I'll start by summarizing the highlights of today's results, and we'll then take questions. We are delighted to announce an excellent performance in 2021, with a strong recovery through the year, leaving Redrow well positioned for future growth. Completions were 39% ahead of 2020, and group revenue was up 45% at GBP 1.94 billion. We achieved a pretax profit of GBP 314 million, an increase of 124% on last year. These positive numbers highlighted the strength of our strategy and demonstrate that we have the right product in the right place for the right price. We continue to focus on delivering our Heritage Collection Homes, which are perfectly aligned to changing customer demands post COVID as people look for more space in thriving communities. Despite very difficult circumstances, I'm delighted to report, we have maintained high level of customer satisfaction throughout the year, and I'm grateful for our teams for their ongoing hard work and commitment. While we have seen some build cost increases due to pressures on materials, this has been more than offset by house price inflation. And our trusted long-term supplier relationships are ensuring a constant build output. As a result of this year's strong performance, the board is proposing a final dividend of 18.5p, making a total 24.5p for the year, in line with the company's policy of 3x dividend -- dividend cover. Alongside these results, we have also launched a comprehensive new ESG strategy with industry-leading commitments. Looking forward, we have been encouraging -- seen encouraging trading from the start of the new financial year and have a record order book, which provides us with an excellent platform for the future. With the return to a more normal market, we have also resumed medium-term guidance and announced guidance for 2024 this morning. Our high-quality Heritage Home products have never been more relevant and in demand. And this, together with a supportive mortgage market, means that we are confident in delivering another strong set of results in the coming year. And with that, I will now take questions.
Operator
operator[Operator Instructions] So our first question comes from Will Jones of Redburn.
William Jones
analystThree questions, if I could, please. The first is just, I guess, around outlet numbers. If you could just help us with the -- how you see the share of the outlet numbers evolving over the next couple of years and really just exploring your degree of confidence in that. I appreciate with the London [ access ] and high sales rates, there's been some fairly exceptional factors in the last while, but it's been a challenging area overall for a few years. But just how confident those you are that those can get up beyond December to where you need it to be? The second was just around land. Obviously, big yield intake, over 8,000 plots. Just again, just exploring how you see that number. What you needed to do on that number through FY '22. Presumably given that you're maintaining the hurdle rates, there's nothing untoward you're seeing in the land market around the ability to buy that at the right price. And then lastly, just around the balance sheet and net cash, which, again, net cash due arise for this year. I just wondered at what point you potentially see that as moving into a surplus capital position and how you'd address that at that point?
Matthew Brennan-Pratt
executiveYes. Thank you, will.
Barbara Richmond
executiveShould I do 1, you'll do 2?
Matthew Brennan-Pratt
executiveYes.
Barbara Richmond
executiveI'll start off with 1 issue of outlets. We're saying that we'll average around 112 outlets this year. I think we're pretty confident that, that will be the case. We expect to close on this financial year on 120 outlets. And I think it's fair to say, with what's got planning and what's in planning, we're pretty confident on that. In 2023, we expect to get up to an average of 126. Now again, we started at 120. We are back-end loaded in terms of outlet openings. But we think by the end of 2023, we'll have over 130 outlets open. And then we need a further step up, obviously, north of 140, to get to 137 average in 2024. Now as you will already have read, we added 36 sites into the current land bank in 2021. So I think we're doing well so far in terms of the ability to deliver those numbers. And we've got named sites to quite a lot of these. But in terms of our ability to get the ones we haven't yet got, Matthew will come on to that now.
Matthew Brennan-Pratt
executiveYes. I mean we had a very successful year last year, 8,300 plots, which we bought with a GBP 3 billion turnover. So -- and we also indicated in the statement that we've got above-average hurdle rates. So we were very pleased with that and that underpins where we need to go for growth in our outlets. I think if you're looking forward to understanding where the land market is going, I think it's probably got a little bit harder than it has in the previous year. And I think we're probably seeing a return much to normal hurdle rates. But however, we are confident that we can continue to grow the land bank going forward, and we're hoping to do that so.
Barbara Richmond
executiveYes. In terms of cash, the situation is that we -- first and foremost, we absolutely want to invest in land, particularly with the new Southern division opening. Our thoughts around cash are that we expect our cash balance to go up this year, but I'd still like to end the year, as we did this year, with a number of sites contracted that are completed. So I think we're managing the cash balance. And I think that in 2022, we're expecting to end the year with a cash balance of about GBP 220 million, which means that cash conversion is going to be about 55%. Now when you look at what that cash conversion means, it means basically that our WIP stays roughly the same. And therefore, the increase in capital employed is revolving around the increase in land and related land creditor increases. So the key for us is to spend that money in 2022. If that -- if we're successful in doing that, clearly, we'll want to do the same again in 2023. But again, I'm expecting a cash conversion rate of around a similar level in 2023, which could mean our cash position would still be below GBP 300 million even in June 2023. Now where it changes in 2024, because I think even with the land purchases in line with the growth rate that we're looking at, at that point, you do start to see net cash generation getting towards the GBP 100 million. So at that point, you can see that there's an ability there to start to think about our cash returns. I think if we're successful in what we want to do on land, we don't get into that sort of conversation until 2024.
William Jones
analystUnderstood. That's very clear. And just to John as well, all the very best for retirement.
John Tutte
executiveThank you very much, Will.
Operator
operatorOur next question comes from Brijesh Siya of HSBC.
Brijesh Siya
analystI have two questions as well. So the first one is on the 2024 target. The GBP 2.2 billion of revenue, that implies just 10% increase from your guidance for this year, up from GBP 2 billion. So I assume that, that 10% majority of that will come somewhere around [Indiscernible] 2023 and 2024. If you could elaborate a little bit on that. And related to that, what are you assumptions regarding Help to Buy, obviously, it's coming to an end March 2023. So if that GBP 2.2 billion includes any of continuation or any sort of continuation or any other scheme in place there. And the second question is on the house price situation. We talk about [Indiscernible] in the region and with the Q4 rate. If you could elaborate what are the Q4 inflation -- we just kind of think of FY '22 how it could be and how much?
Barbara Richmond
executiveOkay. Yes, Brijesh...
Matthew Brennan-Pratt
executiveYes, it wasn't a very clear line, but I think we've got a question. I think if you want to take the 2024 targets probably, and then I can pick up on Help to Buy.
Barbara Richmond
executiveI mean we said in 2022, we expect to do between GBP 2 billion and GBP 2.1 billion, so GBP 2.05 billion being in the middle seems about right. That's the year of really the biggest growth actually in terms of the regional business because the London build-out sites turn -- the London turnover will drop significantly in 2022. So to replace that, you need significant growth in the regional businesses. Now we're happy we can deliver that because we've got such a huge closing order book. And if you look at the closing order book, the vast majority of that closing order book is London -- sorry, is the regions. So in 2020, 32% the private order book was London. In 2021, it's only 15%. So the regional businesses have halved back in the order book and sales rate going forward to deliver that significant growth in 2022. Beyond 2022, then you're really looking at the steady-state growth 5% or 6% in revenue in order to deliver the 2024 number. And we think that given the outlets that we're forecasting to open and the land that we already own, that, that is eminently achievable, Brijesh.
Matthew Brennan-Pratt
executiveOkay. I just pick up on Help to Buy then. We said in the report that in the second half, which is really when the caps really kicked in, we're talking about only 13% of our sales were Help to Buy. That has continued on. And actually, we're now probably winning, in the new financial year, below 10%. The majority of which of that is -- or a large proportion of that is coming from our London division from Colindale with the remaining clients there. So ultimately, we've always been a differentiator in terms of our business and our products. But more of an onward moving rather than in the first-time buyer market. Help to Buy has been a fantastic thing for the industry. But ultimately, it's probably helped the most of the other house builders a lot more that ever helped to us. And therefore, without it being there, we are pretty confident and we said in the statement that we will have negligible impact when it finally gets removed. I think the last point was on HPI. I think in terms of -- we said that we had circa increases of about 5%, of which a large portion of that came in the second half and the final quarter. We are, at the moment, seeing -- continuing to see house price inflation. We are also seeing cost inflation, but we're happy that one continue to offset the other.
Operator
operatorOur next question comes from Chris Millington of Numis.
Chris Millington
analystJohn, Matthew, Barbara. Two from me. Can you just give us a little bit of a feel as to where you stand on product availability. I'm aware you alluded this about holding back the sales rate the start of this year. And perhaps you could apply in a build rate point around that. Second one is just really about the profile of the new Southern region and kind of how long it's going to face full speed. And final one is just a bit of a technical one, I suspect for you, Barbara. I've noticed you've seen that GBP 26 million increase in provisions. Can you just tell me what that relates to?
Matthew Brennan-Pratt
executiveOkay. Well, I'll pick up on product availability. I'll pick up on build output rates. I also have one second sort of from my point of view, but I think you're probably more interested in the figures also, so I'll let Barbara on that and then obviously, your provision question. I think it's fair to say our sales rate for the first 11 weeks has probably -- has returned back to normal. I think it's fair to say if we have more availability, that would be high. But ultimately, we have to match our build-out put rate to our sales output rate. When we came back following the COVID, we got 0.84, that is a very, very strong rate. We have bigger homes. So our build output is related to more square footage than most of the other housebuilders. So where we are at the moment is, ultimately, we don't really want to build that order book much bigger than it is. We really want to convert that into profit and into turnover. So from our point of view, we are trying to, in some ways, hold back the regions in terms of availability to make sure that they are not selling too far down the field. So there's an issue with regards to people coming on stream in terms of the only thing that you've got available at the moment is also a long way down the field. You're talking 9 months to buy it, which puts good -- changes customers' perception. They want something a bit more quicker than that. And then clearly, on top of that, we're also trying to hold it back our sales by not allowing them to have availability too far ahead on properties that aren't at least started. So that's where we are in terms of build-out rates. We are happy that we return back to a normal build out rate. We were just looking at the figures today, and we're running about point -- well, we're probably going about exactly where we are buying land at the moment. So we are confident that we are matching our output rate, matches what we buy land at, which is where in the last 12 months that's where we've been striving forward to get to. And that's what we continue to target. Sorry, Chris.
Chris Millington
analystI was going to ask, Matthew, is the build rate currently running ahead of that sales rate you've got in the first 11 weeks?
Matthew Brennan-Pratt
executiveWell, it probably is just, but you've got to remember that the sales output rate and the build-output rate is private and social. So we're in ahead of it, but clearly, you've got a mix of product in there [Indiscernible] specialist build and sales is only private. So it is running on edge on that sense. But it is just. It's not long way.
Barbara Richmond
executiveIn terms of the profile on Southern, clearly, initially, it's all cost because we are recruiting people, and we'll continue to do so in 2022. And then we've got the office opening in December '22, beginning '23 financial year. In terms of the actual revenue profile for that business, then it will start to contribute to revenue in 2023, but that's from sites taken over from all the parts of the group. So in terms of its net exponential effect on group revenue, that really doesn't start until 2024, and that will come from the site we are buying now and bidding on now, which will obviously come through from that point in time. So it will have turnover in '23, but it will really have an impact on the group turnover starting in '24. And it should be a normal operating division by 2027, Chris. And it will reach capacity after that, but it will be delivering like any another division that you'd expect in '27. And then in terms of the provisions, yes, very well spotted, you are not alone in that, but you are one of few as ever. What's happened with the provisions is that we have -- to make matters more transparent to people, we've taken our fire-stopping reserves which was in creditors in accruals, in fact, and transferred it to provisions. So there's a GBP 19 million transfer during the year from creditors to provisions. And then we added GBP 7 million to that provision during the year. So the fire-stopping provision now stands at GBP 26 million. So it's GBP 6 million higher than it was at the half year.
Operator
operatorWe have a question from Dean Grant of Bank of America.
Dean Grant
analystGreat. Congratulations on the results and to John on your retirement. Just two questions from me and just coming back to the sales rates and your comments about availability of units for sale for the first 6 months. Does this imply a reduced volume outlook for H1 and then picking up in H2? Just to sort of understand the dynamic there. And how should we be looking at volumes then on a full year basis? And then secondly, on your volume guidance or operating volume guidance -- sorry, margin guidance of 19%. Just looking to understand the moving parts there. I mean, it sounds like there's quite a bit of mix coming in and maybe just your assumptions here on HPI into 2022 and build costs as well. Just how are you looking at that?
Matthew Brennan-Pratt
executiveOkay. In terms of outlook, no, we won't go effective because the order book is so strong and so large, it's all about delivering that build-out. That's what we're delivering. So in terms of half 1 and half 2, it's about converting that order book, and that's what we're driving towards. I think if Barbara wants to pick on the other issues.
Barbara Richmond
executiveYes, yes. I mean, in the case of 2022, I think it's fair to say that we would expect revenue growth to exceed volume growth. So we've given you the revenue target. So you can work back from that. And the reason for that is that because of the lower social in 2022, which I've already said in the presentation, if you've listened to it, drops from over 11% to just over 9%. And our social ASP reduces in 2022 as well because of the geographical spread of that social. What you see is, therefore, lower volume growth, you see in the ASP blended up and that's giving you the GBP 2.05 billion of revenue growth. And included in that GBP 2.05 billion is only GBP 15 million of all the turnover, which is -- we've already achieved that in the first 2 months of the year. So the rest of it is growth in homes turnover. So you can see that, that grows a little bit more dropping because the other revenues dropping from 37 to 15.
Matthew Brennan-Pratt
executiveOperating margin.
Barbara Richmond
executiveOperating margin.
John Tutte
executiveQuestion on operating margin.
Matthew Brennan-Pratt
executiveWhat's driving that.
Barbara Richmond
executiveIn the next 12 months, yes, getting to the 2022, well, it's nearly all our price inflation in excess to build cost inflation. I mean, what you got to understand here is that when you look at our 2021 revenue, close to 60% of our private revenue in 2021 came from the opening order book. So not much to it. And then about most of the balance came from reservations in the first half. So the amount of turnover in 2021 that came from reservations taken since house price inflation increased is very, very little. So since house inflation moved up, that's all in the closing order book, and that will all come through in 2022. So there's a little bit of volume impact. But -- and there's a little bit of mix. Obviously, I've just talked about the social. Because of the lower social and the lower mix, about 40 basis points of the improvement is mix. And then there's a bit that's volume. But nearly all of it is net HPI embedded in the order book. Yes. I mean, obviously, we've made assumptions on where we go, we build cost inflation, but we're fairly comfortable with those assumptions.
Operator
operatorWe'll now move to Dudley Shanley of Goodbody.
Dudley Shanley
analystI just have one last left to have. It's to do with build cost inflation. Obviously, you mentioned that material inflation has been tough to deal with through FY '21. But I'm more thinking about what you're seeing in terms of labor inflation coming through for FY '22?
Matthew Brennan-Pratt
executiveYes. I think it's fair to say you split into 2, our build cost inflation. And we said over the year, we were circa 5%. I think it's fair to say that materials are probably coming to a peak now as our output will start matching demand going forward, and we've already seen that with timber. I think it's fair to say that labor is symptomatic of a very strong market. You have supply and demand. And from our point of view, we're happy that we'll get to a position where house price inflation will offset our build cost inflation, and we are still seeing that. So we don't have any concerns there.
Operator
operatorGavin Jago of Barclays, next question.
Gavin Jago
analystAnother one on build supply, I'm afraid. I was just thinking about the messaging from you today, and I guess your other listed peers has been pretty consistent. There are pressures in the supply chain, but they're being pretty well managed. Just thinking about the strong relationship that you've got with your supply partners, what insights have you got from them about who isn't getting the materials that they need? I mean is it too simplistic to think about it being the larger highest builder and getting preferential treatment, the smaller builders and trades are struggling? Or are there any regional patterns we can talk about? Just a bit more or infill useful, please.
Matthew Brennan-Pratt
executiveAgain, I probably still to answer that one, Gavin, to be honest with you. I mean, we -- you probably have to have the supply is more than anything else. I mean, from our point of view, we are seeing interruptions in supply. But having said that, we do stock on site. We do keep the stock on sites, but that's been evened out. And we are happy with our build-out, which suggests that there is certainly no problems in terms of our onward build in terms of materials and labor. So I couldn't tell you how our suppliers prioritize what they do, but clearly, some of our suppliers, we've had 30 years relationship with, even longer, I think you're probably been talking as much as 40 years in some of our suppliers. So there's a very strong embedded position with our suppliers and our supply chain. So it's invaluable at these times, having that conversation. But in the same time, we're very supportive of them when it's not so good times. So they understand that. So quite -- I'd say that we've got very strong relationships. Like I couldn't tell you what they're doing in terms of prioritizing it, but we're clearly happy with the supply that we get and we continue to get it.
Operator
operatorWe now move to Clyde Lewis of Peel Hunt.
Clyde Lewis
analystI think I've got four, if I may. Apologies. Well, I've given everybody else a chance to ask the good ones.
John Tutte
executiveBut I don't see any of that in that was for his presentation together with this -- four area, go ahead Clyde.
Clyde Lewis
analystSo regionally, obviously, London has been tough. Any noticeable patterns apart from London where you've noticed particularly strong or sort of slightly softer sort of markets? That was the first one. Second, in terms of land buying. I suppose, how is your focus shifting? I mean obviously, there's certainly a drive by the lower councils to release bigger parcels of land. Is that where you're still shifting in terms of the overall sites that you're acquiring? The third one was on customer preferences. How has that evolved? Are you seeing customers traveling from further afield to come to your site? Are they looking for bigger units on average? Are they looking to do more in terms of sort Redrow in terms of the extras that they can have, just sort of trying to sort of understand that side of it. And then the last one, I've got to ask around planning. Again, sort of what's happening in terms of, I suppose, sort of the various different authorities? Are they starting to staff up a little bit more and to try and clear the backlog that clearly crept in over sort of 2020 with COVID?
Matthew Brennan-Pratt
executiveYes. Okay. I've got to remember all those. The first question. You can say the sub categories. Let's go. Well, we start with London -- London and patterns across the country. I mean we are happy with Colindale's performance. We're going to be there for a very long time. It's clearly performing as we expected it to do. We aren't seeing the same house price inflation that we are seeing across the rest of the country. I think if you talk about the rest of the country, we are seeing -- we're not seeing any pattern of any area being different from anywhere else really with the Northern as much as performing as much as the South, which interestingly where if you talk about Help to Buy the North really doesn't have Help to Buy in the South does. And so you are still seeing that the North being very strong even without Help to Buy. So no, there's no real pattern outside of London. Everything seems to be very, very similar. I think if you look at our land buying, I think if you divide the numbers bought by the number of plots, it averages about 200. There's clearly a couple of larger developments in there. Certainly, we've got Colindale across from that point of view. But there is bigger parcels available. I think you've truly known it's easier in the South than it is in the North to buy. I think we probably we need -- we probably -- we've got a desire to buy more in the North to maintain our production outlets where as you know we've got probably a lot more opportunities in the South, which is partly why we were opening our new office down in Croydon. We see opportunities down there. And our product sits very, very well in the South. So it's a strong product. It's a strong market for us, and we'll continue to look at maintaining our position where we are in the North and Central, but our growth will continue to be in the South. I think in customer preferences, I'll let Barbara talk about My Redrow, but in customer preferences, you're exactly right, Clyde, the world has changed. People are wanting different things. They are going from the 5-day commute to the 2-day commute, which means that they can go further away because they're not doing that daily commute. They are also saving money on the commute and they're working a lot more from home, which means that they need bigger houses. They want that extra office. I mean we've moved into home offices, home pods. So we're trying to adapt to a market that has completely changed. We think -- we think that strategy is going to be around for a long time, that people are going to be really reassessing what's important to them. I think I'll go to plan and then Barbara can come back to My Redrow. But planning land authorities. I think we probably see that it dips below 300,000 planning permissions this year, which is probably unexpected, So Not unexpected. I think we'll probably see a little bit less next year, as you know, the COVID effect that came forward. So clearly, from our point of view, it's -- the governments turn on what they're going to do with the white paper is very disappointing, but probably not unexpected as usual. I think it's very difficult for us to say that the governments sit there we talk about broken planning systems, but actually the answer to it, they've now scrape the attitude, but they need to do something else. Ultimately, we still desire -- from our point of view, we want local authorities and the government to give us clear guidance in terms of what's coming downstream when it's coming we've got a business here that we've got business in an industry that needs to -- could do more and could deliver more if we had clear guidance. But ultimately, we don't have 20,000 brick layers fast from the shelf. So we've got to plan for our business for a very long period -- long term. And therefore, planning is very important from that point of view. In terms of the immediate side, in terms of delivery, it's reasonable, but it's always unpredictable, which is a very difficult position for us to be in as a business. I can tell you which planning is going to take 6 months and which is going to take 3 months. And that's still the nature of the system, which just proves it's not right. So I think that answers everything. Do you want to pick up on My Redrow, Barbara?
Barbara Richmond
executiveYes, of course, I can. I mean our My Redrow position was that pre pandemic, we've got to -- just over 20 million of extra on our legal completions. That dropped back in 2021 because of the pandemic and the apartments as well that we're in the turnover to 2021. So we were down at around about 18 million of extras for the on legal completions in 2021. But if you look at the extra reserved, i.e., paid for on reservations or opposed to legal completions, that figure is in excess of 25 million. If I look at the 2022 number that we're expecting, that it will be an absolute record of north of 30 million. And when you think about the fact that in 2022, we're selling some larger plots than 2021, where you've got more standard, I think that just reflects how much people are very keen to personalize their home, how much they're thinking about being there for a longer period of time and wanting something that's just right for them.
Clyde Lewis
analystPerfect. Can I just have one more, I suppose, sort of just can't let John disappear. It's obviously very sad not to be doing this personally. But I just wanted to add to Will's comment earlier about, thanking him and wishing all the best because I've known John, good since I think it was the late '90s when you were -- became the CEO of Wilson Connolly when that was still listed. And then you sort of moved to Redrow in 2002 to head up that Eastern business. And you had a very, very interesting time through the Northeast, to say the least, when Steve came back, the fact that he made you Group MD, I think, was, I think, probably one of the biggest accolades you could get from a man who is demanding to say the least and also very successful and he spotted somebody who saw your vision -- saw his vision being -- coming through your thoughts and your plans and ideas. And obviously, the fact that you take over from him as Chairman, again another sort of -- a massive sort of recognition of how you do things. And I think you've obviously seen share price bounce around all over the place, the profits though have grown pretty steadily as a business and standing back to be non-exec, but also delaying the retirement through COVID, I think, again, just highlights the sort of person you are. And I've enjoyed our engagement over the 20-plus years that we've been talking. And I really do wish you all the best for the future.
John Tutte
executiveClyde, well, thank you for making me feel so old. Yes, and thank you very much for the kind words. It's -- I think all careers over a spell, which mine has lasted well over 40 years and nearly 20 years at Redrow would always have its ups and downs. I mean, but I can have it at the end. It's been fantastic. And I think what I'm really pleased about is the business has got through the pandemic very well. It's in good shape. And I have the comfort of knowing that it's in safe hands with Matthew and Barbara. So thanks for your words.
Operator
operatorWe now move on to Gregor Kuglitsch from UBS.
Gregor Kuglitsch
analystA few questions, if I may, and maybe a little bit detailed, but I'll ask a minute. Could you just remind us your hurdle rate. You sort of mentioned you're a bit above and not perhaps paring back a little bit in terms of the sort of get gross margin hurdle rate that you tend to go for and how you've baked in, I suppose, the increased expected costs around parcel, et cetera as we sort of think about a couple of years out. So that would be the first question. The second question is, I think in your pre-recorded call, which I listened to this morning, you're kind of guiding for WIP turn, I believe, correct me if I'm wrong, of, I think, 40% to 50% of sales. I think that's what you're saying. I kind of know that there's a little bit definitional changes year-over-year. So if you could just elaborate a little bit what's going on there? And maybe relating to that, and maybe this is the question around the return profile. I think you're talking about 22% return by FY '24. But overall, your target is 25%. So I guess the question is what's kind of missing I guess is the asset turn somewhere. So if you could elaborate how we close that gap to reach your overall target of 25%. And then maybe thanks for the sort of detail on the sort of mix impact this year. I guess what I was interested in is the sort of -- appreciate it's a moving number with HPI, but the ASP and the order -- sorry, in the land bank and as things kind of settle down, you're exiting London, the social mix is probably going to normalize, can you just give us a sense how we should think about the ASP profile as we kind of go a few years out? Appreciating that, obviously, HPI growth can change that. And then maybe final small question is the new divisions. What's the associated OpEx with that, that I'm guessing you have to think for.
Matthew Brennan-Pratt
executiveThank you, Greg. That was the longest 2 question of all time. I think that will if I put some sub category into that. I'll hand over to -- I'll do a part out. I think the rest of it unfortunately gets to Barbara. I think if we look at parcel, we're probably stepping stone in 2023 and 2024 -- '25. Until we go to the fall. We still got to know the exact details of it. We have been working hard as to what the solution is. We've put a cost allocation in which we think will give us the interim place in 2023. And we've got a position where we think, again, we've been putting interim figures in for 2025. And we're confident that what we can achieve in 2023. We feel that we might be able to bring our source heat pumps a bit earlier in 2023, but there's a cost associated with that, and we're happy that the figures that we've put in going forward for both those years are well within what we expect. So it's going to be an interesting time, as we said. We're still waiting details from government. We have covered it off going forward in our build costs. And we're confident as we learn more and more about as to what we expected to deliver, we're more confident that we can get within the figures that we expected.
Barbara Richmond
executiveRight. In terms of hurdle rates, then obviously, given that we targeted in '24 to get to 19.5% operate. And then clearly, you're looking at around about 24.5% to 25% growth. So that's a normal hurdle rate. And I would imagine it's a very similar hurdle rate to all the people, to be honest, in the industry. Matthew has covered the cost of parcel. In terms of WIP turn, yes, I mean we are targeting to get the WIP turn. It was high, very high in June. It was relatively high in June '20 -- sorry, relatively high in June '21 because we had a lot of completions because our year-end was the 27th of June. And of course, the stamp duty, I think case will end in the 30th of June, we did have quite a few legal completions dropping into those last few days, which obviously was actually WIP at year-end. But our target is to bring that WIP down, also the WIP to be flat in the current year with the growth in turnover. And that's a bringing turnover down per -- WIP down per outlet. But also the big thing is reducing the WIP tied up in London as we complete the build-out schemes, because we've got 2 build-out schemes in addition to Colindale, and that they disappear off the scene that clearly will help our WIP turn. In terms of how we get the ROCE from '22 to '25, I think at the moment -- the reason '22 in 2024 is build of the Southern division on top of the ongoing growth of the business. And as I said, even with that, we still generate a decent amount of cash. Once Southern division is operating at a normal level. So we've got steady state growth and the Southern division operates at a normal level, then we should be getting to 25%. And looking at where we think things are going, that could be 25% or 26%. So I don't think we're a long way -- by 2024, we're not a long way off getting to 20% to 25%, because it flips quite quickly once Southern is in a steady state of business. In terms of mix and what that means, as I said, the social dropped to about 9.5% of turnover from 11% in 2022. Now once you get past 2022, it goes back to 11% of turnover and it stays at 11% turnover. So your ASP will flatten off going forward from that. And therefore, basically, when you look at the ASP in the land bank, that's exactly what we're assuming. You know we don't build any HPI in any of our numbers. So we are assuming that from 2023 onwards, we're seeing a flat blended ASP. And that's what's in the land bank as the real ASP still it happens.
Operator
operator[Operator Instructions] We will now move to Ami Galla of Citigroup.
Ami Galla
analystJust two questions from me. The first one was really on PRS. I was wondering if you could give us some color as to how do you see the outlook for PRS projects going forward? And can you remind us what is the level of PRS within the current order book? And the second is on incentive. I appreciate that you have a very strong forward sold position. And even though the sales rates are quite normal, you are -- the build is the more challenging part of the picture. But as you think about the next few years, can you remind us what is the normal level of incentive that your business operates with? And what's budgeted within the sort of assumptions of the sort of land deals that you have taken forward?
Barbara Richmond
executiveOkay. On PRS then, just to remember to give you the field. As we said in the presentation, PRS was 8% of private revenue in 2021. So that's GBP 140 million. Going forward from that, what's -- there's only 1 PRS deals in existence, which is in the order book. That's the GBP 120 million deal we did for Colindale, which was announced at the time it was done. And 2/3 of that will legally complete in the current financial year and 1/3 will be in the next financial year. So there's nothing else in the order book, and that's how it will play it out.
Matthew Brennan-Pratt
executiveOkay. Incentives. Well, ordinarily, we probably to a couple of percent we do. We don't really do very much. I think supply and demand at the moment, and we're trying to keep that a lot lower than that at the moment. So ultimately, 2% is probably our long-term target, what we tend to work through. And we're probably working to below that at the moment, as you can well imagine, with what is a strong market.
Ami Galla
analystAnd just one follow-up. In terms of the overheads in the business as the Southern division picks up scale, should we expect the overhead of the business to also move in line with the sort of growth in the divisional growth that you're seeing?
Barbara Richmond
executiveYes, there's a normal element to this. So first of all, I didn't comment [Indiscernible], the cost of a new division is around GBP 7 million to GBP 8 million in total, including its share of insurance costs and things like that. So the issue with overheads is that the 2021 overheads that we've got are still below a normal level for that year because we have the additional lockdowns, with everything has been on Zoom. And we have not incurred the traveling expenses that we expected to incur et cetera, et cetera. And certain payroll elements have not happened. And so I think you need to start looking at 2022 and 2023 from a higher number than 93. And when I've spoken to people, you can't just have 2.5% of the 93 number or 3% of the 93 number. I think, we're going to see overheads in 2022 be, I think, north of GBP 100 million, but how much north is difficult to say, but let's say between -- let's say between 100 and 105. And that's a combination of correct. Again, in a normal rate plus inflation plus Southern plus our investment that's going on at the moment, that ongoing investment, which Matthew talked about in the presentation, around about digitization, the continuing digitization of the business, the customer experience suites that we're doing. This is -- but this investment is all to bring about improved productivity as we go forward. So it will -- I think, we will have a bit of a bump in the road in '22 on overhead. And then I think you'll have a bit of a step-up in '23, as Southern is fully on board. And we've got the office costs and everything else. And then I think from then on, you will just get inflationary increases.
Operator
operatorWe will now move on to our final question from Rajesh Patki of JPMorgan.
Rajesh Patki
analystYes. Hope you can hear me well. I've got two, please. First one, just on the 2024 targets. You expect about 10% or so growth in the top line versus 2022 level with around 20% increase in the outlet. So just wanted to confirm if there is a mix effect on ASPs there that you're looking at. Or will the growth in the outlet numbers have a more sort of sustained growth on the top line beyond 2024. And secondly, I don't know if you want to say anything on this, but can you make any comment in relation to the takeover speculations in the media?
Matthew Brennan-Pratt
executiveI'll do the last one now if you want. So no, we don't speculate any takeover speculation in the media. Do you want to do 2024 targets?
Barbara Richmond
executiveYes. I mean the situation is the time to go from 1 to turn into the other. But the fundamental thing is we're assuming a lower sales rate going forward than we obviously have had in the last financial year. And we do -- we will need to rebuild the order book to a degree because our order book will come down significantly in '22 and '23. So there will be an element of rebuilding the order book with fundamentally a lower sales rates, back to a normal sales rate.
Operator
operatorThere are no further questions, so I would like to hand back to the management team.
Matthew Brennan-Pratt
executiveOkay. Thanks, everybody. As we said, we've got great set of results. The company is in a great position. And we're looking forward to future trading in 2022. Finally, I'd like to thank John for his long service, 20 years in the business, and wish him well for the future and also welcome on board Richard Akers who will be joining us as our new Chairman. With that, I'd like to thank you all for attending today's Q&A presentation. Thank you very much.
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