A contentious debate has emerged in Folkestone regarding the sluggish sales of new luxury apartments, with developers citing the town’s appeal as a challenge while local residents vehemently dispute this assertion. The core of the dispute revolves around whether the unique character and vibrancy of this coastal town are deterring potential buyers, or if other factors are at play in the evolving property market.
Residents have dismissed developers’ claims as unfounded, highlighting Folkestone’s recent recognition as a desirable place to live, including its accolade from The Sunday Times. This recognition underscores the town’s growing popularity, particularly among individuals relocating from London seeking a blend of cultural richness and seaside tranquility.
Central to this discussion is Shoreline, a substantial 104-home luxury complex, which represents a significant component of philanthropist Sir Roger De Haan’s multi-million-pound investment in Folkestone over the past two decades. This ambitious urban development project, spearheaded by the Folkestone Harbour and Seafront Development Company, aims to redefine the town’s seafront landscape.
However, local campaigners like Georgina Baker argue that the slow pace of sales is not a reflection of Folkestone’s inherent charm but rather an issue of pricing and property design. She contends that developers are creating excuses for apartments perceived as overpriced and undersized, failing to meet the demand for homes with green spaces that many new residents desire.
This sentiment is echoed by influencers such as Ms Percy, who manages the popular @coolasfolke Instagram account, showcasing the best of Folkestone. She expresses bewilderment at the notion that Folkestone’s appeal is hindering sales, emphasizing the town’s flourishing culture, music, and art scenes as significant drawcards for newcomers.
In response to the sales challenges, Shoreline has implemented unconventional marketing strategies, including a “concierge service” for movers and complimentary weekend stays at the development for prospective buyers, rather than opting for price reductions. These tactics aim to immerse potential residents in the Folkestone lifestyle and dispel any outdated preconceptions about the area.
Despite these efforts, critical public commentary suggests deeper issues affecting the Folkestone property market. Concerns range from the perceived extortionate cost of properties that offer limited seasonal appeal to the disruptive impact of ongoing construction and the high volume of visitors, particularly during peak times, which can lead to crowded beaches and noise.
The underlying challenge of selling Folkestone, therefore, might stem not from its current identity but from prospective buyers’ reservations about the extensive future developments planned along the seafront and harbour. The fear that increased density and urbanization could diminish the town’s unique appeal and quality of life appears to be a significant deterrent for those considering coastal living in this evolving area.
