John Tutte, who takes over on 1 July when Ian Black retires, said the firm’s Wilcon Homes arm needed to expand at the executive-style end of the market. The firm is increasing its portfolio to include five-bedroom houses in excess of £800 000.
Tutte said Wilcon had already achieved its expected average selling price of £90 000 this year.
Further improvements in profit margins are expected by reducing the numbers of suppliers and making production more efficient.
“Housebuilding is still too dominated by production rather than planning, sales, marketing and focusing on what the customer wants,” said Tutte, who held senior positions at Wimpey and Dencora before joining Wilson Connolly in 1991.