Crest Nicholson has cut around 50 jobs, shut divisions and overhauled its land strategy in a shift out of volume house building into mid-market homes in response to a stubbornly weak sales environment. Chief executive Martyn Clark said Crest was now targeting more resilient and less price-sensitive buyers, reducing reliance on incentives, which would improve long-term margins. Several land sales were completed during the year to right-size the portfolio, with proceeds recycled into sites better aligned with the new mid-market strategy. The changes will result in around 50 redundancies, with some costs falling into 2026, and form a core plank of Project Elevate. Clark said the business remained confident in its medium-term direction, despite 2026 shaping up as another transitional year.