In a housing market facing growing pressure, the UK’s future depends not only on large-scale housebuilders but also on the ingenuity and resilience of SME developers. At the upcoming Property Developer Show in Birmingham, Rosey Cassidy, director of Cassidy Homes, will be sharing her perspective on what it takes to thrive as a smaller developer and why the industry needs more SME developers to thrive.

Ahead of her talk, we sat down with Rosey to hear her thoughts on planning challenges, funding strategies, and the importance of adding value, especially when you are just starting out.

At just 28, Rosey is already delivering over £9 million worth of new homes, with a pipeline exceeding £40 million. She is not only building places but also creating opportunities for emerging developers through her joint venture platform, BuildUp.

The most challenging project Rosey has tackled

Planning delays are a shared pain in the industry, but some stand out.

“One of the most challenging schemes I’ve worked on is a current site in Cambridge,” Rosey explains. “The planning delays were down to feedback that just didn’t align with what would normally be expected based on industry standards.”

But the most extreme experience? A site in the Midlands, located on a brownfield plot within the green belt.

“The planning officer said, ‘Even if there was a 40-foot wall around the development, if I can see it with a drone, I’ll count it as having an impact on the green belt.’ That was the position we were arguing against for the redevelopment of a brownfield site in the greenbelt, we did get it in the end though.”

Advice to new developers

For those just getting started in property development, Rosey has one clear piece of advice:

“Learn how to add value to a deal at as many stages as you can, even without being an expert in each area. You don’t need to know everything. You just need to understand enough to make yourself useful.”

She points out that early-stage developers often lack experience, cash, or contacts, and that’s where strategic thinking becomes your biggest asset.

“If you don’t have many bargaining chips in terms of resources, being able to add value to someone in deal will be the key to unlock the first few deals you do.”

The smart approach to securing funding

When it comes to raising finance, Rosey stresses that your strategy depends on who you are working with.

“If you’re going to a bank, know your numbers inside out. Understand your funding structure, who’s putting in what, how the equity works. And work with a good broker. The right broker can make sure you’re speaking to the right bank from the start, not halfway through when you find out their policy doesn’t suit your project.”

And if you’re approaching private investors?

“Make them feel that you’ll always put their interests first. I always say, if I want to make money, I have to look after your money first. Structure the deal in a way that shows that.”

How to avoid delays and budget blowouts

Every developer knows the temptation to get on site quickly. But Rosey takes a different view.

“It’s so common to want to rush to site,” she says, “but investing more time in pre-construction makes everything smoother. Tender the market properly, lock in the design decisions early, and don’t leave room for changes later.”

She explains that pre-construction planning helps avoid delays caused by variations mid-build.

What Rosey will cover at the Property Developer Show Birmingham

Rosey will be speaking at the Property Developer Show in Birmingham on 16 July about why the future of housebuilding depends on SME developers and how to thrive in today’s market.

She will also be part of a Property Developer Q&A Panel alongside Richard Little, Tom Sumner, and Hayley Andrews.