"Persimmon has performed well during 2025, in a challenging market, with increased sales rates, more sales outlets, and robust pricing"
- Dean Finch - Persimmon
Persimmon has recorded an increase in its sales rate and higher forward sales compared with last year, even as the firm highlighted difficult market conditions and uncertainty ahead of the chancellor’s Budget.
In a trading update covering the period from July 1 2025, the company reported a 3% rise in its sales rate to 0.63 net private sales per outlet per week, up from 0.61 in 2024, or 0.76 when bulk sales are included. The group noted that trading has remained in line with expectations, with its current private forward sales position increasing 15% to £2.09 billion. According to the statement, the business is well placed to meet its planned growth for 2025, with 83% of the year’s expected private delivery already exchanged or completed, compared with 85% at the same point last year.
Persimmon continues to expect to deliver 11,293 homes in 2025, supported by an underlying profit before tax of £429 million.
“Persimmon has performed well during 2025, in a challenging market, with increased sales rates, more sales outlets, and robust pricing,” said Dean Finch, Persimmon group chief executive. “This demonstrates the benefit of the investment made in the business in recent years. Our forward sales are up 15% and we remain on track to deliver our 2025 performance in line with market expectations."
Finch added, "While we are mindful of the current macroeconomic environment and the short-term challenges facing our industry, we are confident in the underlying strength of the market over the medium term. Leveraging our differentiated platform, including our investment in land, continued success on securing planning consents, vertical integration and our commitment to quality and customer service, we are investing to position the business for future success.”
The firm’s private average selling price stands at around £295,150, up from £291,514 on June 30 2025, a 1.5% increase compared with the same point last year. Total incentives remain in the region of 4–5% on average.
Persimmon noted that it has introduced a second shared equity product, Rezide, aimed at supporting buyers facing affordability pressures. This product sits alongside the New Build Boost scheme launched earlier in the year. The company added that its Charles Church brand continues to perform strongly following its relaunch.
