About Primary Homes / Our story

Different paths.
Shared purpose.

Three great friends, almost 40 years of shared history, and a common ambition to build something together.

01 / Where it began

A name with
a history.

Having grown up together, our three directors went on to forge their own careers, developing different skills, experiences and perspectives along the way. Now, we’re bringing those strengths together with a shared belief in doing business the right way.

At Primary Homes, we combine traditional values with a modern approach to property development. We believe in honesty, integrity, building lasting relationships and doing what we say we’ll do. We value quality over shortcuts, good judgement over grand promises and long-term thinking over quick wins.

For us, it’s about more than building homes. It’s about creating places people are proud to live in, building lasting relationships and running a business based on values we’ve believed in throughout our lives.

And, of course, there’s the opportunity to spend the next 20 years working alongside our best mates. Building something together, enjoying the journey and having a bit of fun along the way. That seems pretty cool to us.

The Primary Homes philosophy

Traditional values.
Modern thinking. Built on friendship.

02 / The people behind Primary Homes

Meet our directors.

Different backgrounds. Complementary strengths. A shared commitment to the places and homes we're creating.

Portrait of Mark Palmer
Primary Homes / Leadership

Mark Palmer

Director — Finance & Business Development

Mark brings extensive experience in financial strategy and commercial leadership, alongside his role as CEO of FX Europe at Marex.

He oversees financial planning and business development at Primary Homes, identifying new opportunities, assessing project viability and supporting the company's long-term growth.

Photograph of Dan Cudlipp
Primary Homes / Leadership

Dan Cudlipp

Director — Development & Project Delivery

With over 20 years of experience in the construction industry and more than nine years running his own residential development business, Dan brings extensive expertise in construction, planning and project delivery.

At Primary Homes, he leads the design, planning and delivery of developments, working closely with architects and consultants to identify opportunities, develop creative concepts, secure planning permissions and bring projects from initial ideas through to construction.

Photograph of Johnathon Wadie
Primary Homes / Leadership

Johnathon Wadie

Director — Procurement & Commercial

Johnathon brings a background in commercial sales, key account management and negotiations within the premium consumer electronics sector.

At Primary Homes, he leads procurement of bespoke materials and finishes, along with property sales and commercial negotiations, helping balance individuality, quality and value.

Rural landscape at a Primary Homes development site in Kent
Kent & Sussex / Our focus

Our roots run deep.
Our vision looks forward.

Let's connect

Good things start
with a conversation.

Interested in one of our developments, exploring the potential of land or just want to get to know us?

Get in touch