‘2026 is set to become a turning point’ | Q&A with Keepmoat’s Shaun Fielding

It’s been a tough few years for housebuilders up and down the country. But with new government-backed housing targets and building initiatives now taking shape, the industry is beginning to see signs of light at the end of the tunnel.

Place Midlands caught up with Shaun Fielding, regional managing director at Keepmoat’s West Midlands division, for the latest outlook for housing delivery, divisional growth, brownfield regeneration, and the importance of partnerships for the region.

How do you see the Midlands housing market evolving over the next few years and where does Keepmoat see the biggest opportunities and pressures?

As the housing market in the Midlands evolves, demand for new homes will continue to rise, driven by the growing government house targets, rising population and many older homes are falling into disrepair.

The West Midlands specifically has significant goals, aiming to deliver 2,000 new social homes annually by 2028, demonstrating a big pressure for housebuilders and local authorities alike.

As specialists in brownfield regeneration, Keepmoat is dedicated to transforming underutilised urban areas into thriving communities. We collaborate with local authorities to secure planning permissions and redevelop brownfield land effectively.

Beyond this, however, the region has considerable potential, with more than 190,000 homes feasible on brownfield sites throughout the Midlands. Consequently, as a region, we see utilising brownfield land to meet housing demand as the biggest opportunity, backed by government initiatives like the £68 million Brownfield Land Release Fund for local councils.

Currently, the Mayor of the West Midlands is actively funding, approving, and contracting thousands of new homes in partnership with local authorities, including the West Midlands Combined Authority (WMCA), which encompasses seven constituent metropolitan councils.

In 2023, we signed a Memorandum of Understanding with WMCA to collaboratively create 4,000 new homes on brownfield land, primarily by revitalising derelict industrial sites to address the region’s housing needs.

As one of the UK’s top 10 housebuilders, we take pride in offering affordable housing options, particularly for first-time buyers looking to enter the property market. Currently, the average cost of a house in the West Midlands is £289,000, which continues to rise and places significant pressure on homebuyers. In contrast, our homes start from £246,000, aligning with government targets aimed at achieving net-zero carbon emissions.

Our commitment to sustainable development will not only help residents save on energy bills but also contribute to lowering overall living costs. As we look to the future, we anticipate continued cost increases alongside a growing demand for housing stock.

What are the main barriers to delivering new homes in the Midlands right now and what would most help unlock stalled sites?

A significant barrier to delivering new homes in the Midlands is securing land and obtaining planning permission, which can cause delays across the housebuilding process. As of early 2026, planning in the region has experienced significant bottlenecks with 67 percent of local plans being delayed, resulting in around 55,000 potential homes being stalled.

Not all councils have the necessary funds to support local projects and are also experiencing a reduced number of planning officers in place to support land delivery to meet demand, making it harder to meet housebuilding targets. Registered Providers (RPs) are also struggling to purchase homes for affordable sales, creating a domino effect that impacts all parties involved and results in a limited tenure of homes created.

However, 2026 is set to become a turning point with the Government having recently introduced the New Homes Accelerator, which is actively working with developers and local authorities to address specific bottlenecks on stalled, large-scale sites, with a focus on delivering the proposed housing target.

How important are partnerships with local authorities and housing associations in the Midlands – and what does good collaboration look like in practice?

Partnerships with local authorities and housing associations are essential to unlocking new sites and progressing with the delivery of new schemes. At Keepmoat, we take pride in our robust partnership model, which enables us to work effectively with local authorities and create partnerships to truly benefit the local community and deliver much-needed community investment and homes.

Through partnerships with organisations, we are able to deliver much-needed multi-tenure housing, from shared ownership to affordable rent. This creates homes for all needs and creates thriving new communities.

For example, our Stalling’s Place development in Kingswinford has created more than 150 high-quality new homes, with Phase 2 currently underway, designed specifically for first-time buyers and commuters. Our Stalling’s Place development includes a variety of two, three and four-bedroom homes, located in Kingswinford, with features such as PV solar panels, EV charging points, and advanced insulation to enhance energy efficiency and reduce carbon footprints.

Can you discuss the biggest schemes Keepmoat is currently engaged with in the Midlands, and what’s in the pipeline for the next 12-24 months?

Last November, our West Midlands & South West region was split to establish the two separate divisions following a substantial period of growth.

In the West Midlands, we have celebrated the completion of our Primrose Lodge development in Walsall. In collaboration with whg, Walsall Council and WMCA, Keepmoat created 407 new homes, transforming 29 acres of land into a vibrant new community. Through this partnership, 126 homes were made available for affordable rent. As part of the wider regeneration of Goscote, this program has seen nearly 1,000 new homes built over the past 15 years, with Keepmoat delivering 819 of them.

Another of our active sites is in Willenhall, where we are further strengthening our partnership with Walsall Council by delivering 107 homes at this prominent location. The project involves clearing derelict buildings and constructing much-needed, high-quality housing for both new and existing residents.

In late 2025, we commenced work on the sixth and final phase of a transformative regeneration project in the heart of Coventry, which will create over 1,000 new homes for local residents. The latest phase at the Spirit Quarters development will add 190 new homes, with 90 of those designated for affordable housing in partnership with the leading housing association, Citizen.

To date, this flagship regeneration project has produced more than 1,000 homes, with the latest phase bringing the total to over 1,200 multi-tenure new homes.