E2E Female 100: Constructing a strong career with The Deeley Group
Our work is rooted in communities, be that building schools, homes or vitally important care facilities. We have a long-term commitment to the people we work with and for. We are the anthesis of a 'here today, gone tomorrow' developer.
We have gone from building air-raid shelters to a projected £100 million turnover next financial year, all in family ownership, with an over 50-year commitment to some communities.
With over 25 years in the property sector, including roles at CBRE and Cushman & Wakefield, how have these experiences shaped your leadership approach at Deeley Group?
In the corporate world you are taught the importance of setting objectives and achieving them. This is a mindset we have implemented at Deeley Group.
Good leadership shapes a business. However, during my experience at large corporates there were times where certain areas of the business would work in a silo, and it was counterproductive.
Those experiences have shaped how we have structured the business - we are one team, working toward a common goal.
The construction industry faces challenges like planning delays and economic fluctuations. How does Deeley Group navigate these issues to maintain project momentum?
Planning delays have long caused difficulties, so we have flexed to concentrate the business around expanding areas that are impacted less by economic fluctuations and easier to achieve planning – later living especially
We work in partnerships with our clients and sub contractors that are based on trust and transparency which means we are more agile when we need to adjust and we can still maintain relationships and momentum.
Can you share a recent project that exemplifies Deeley Group's adaptability and resilience in the face of such challenges?
We started work on the largest value development in our history this year, but it was our agility, flexibility and trusted relationships that made that possible.
When the former delivery partner pulled out, we stepped in and priced the entire scheme in eight weeks – which would normally take over four months.
We bought the site, navigated tight Homes England deadlines for starting the project, and worked with Birmingham City Council to unlock planning in record time and we are now on site delivering 137 fabulous later living apartments in Sutton Coldfield.
Deeley Group emphasises community and sustainability. Can you discuss a project that highlights your commitment to these values?
Communities are at the heart of everything we do and every project we do contributes to local charities. I am incredibly proud of the Deeley Group Charity and the work that its brilliant volunteers do – the charity has raised over £300,000.
Sustainability is a priority for us and for our clients, we recently completed a scheme of 70 Extra Care apartments in Telford for Housing 21, which won a national sustainable construction award. That was great recognition of the work of our team in delivering a sustainable scheme to the highest quality.
How is Deeley Group integrating new technologies into its operations to improve efficiency and project outcomes?
Technology is finally coming into the fore in the construction industry and in recent years we have been investing in new systems and training .
This is particularly important for the efficiency of the business. For example, previously there had been instances on site with sub-contractors working from outdated drawing revisions therefore creating re-work. We have implemented a digital single source of data to counteract this.
How do you envision the company's role in shaping the future of construction and development in the Midlands and beyond?
I believe that construction is about people and partnership.
I hope that we can shape the future by showing that acting with integrity is good for business - it builds trust not just buildings. When you are working with trusted partners you can overcome the multitude of challenges in every project.
We have a key role to play not only in constructing buildings, but in shaping communities and improving lives, by delivering high quality housing for those children waking up in temporary accommodation and for those seniors waking up lonely or in ill-suited homes.
Our role in communities is not new. You could be born in a hospital, be raised in a home, educated in a school and work in a commercial building – all developed and constructed by the Deeley Group.
As a prominent female leader in a traditionally male-dominated industry, what unique challenges have you encountered, and how have you addressed them?
Things have changed in the industry since I started. It is almost unbelievable to think that when I started, one of the repeated challenges was finding a female toilet!
I had people question if it was appropriate for me to be working in construction especially once I had children – should I not be at home looking after them?
I learnt that my opening sentence in a discussion needed to be impactful so that people would listen rather than talk over me.
I have always addressed the issues I have faced with a smile of determination. I have built a strong network within the industry so on those days when things feel like they are conspiring against me, I can recalibrate with a sambuca (not in the office, by the way!) and a friend, and I am ready to go again!
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