Awards play an important role across the property sector. They celebrate outstanding developments, recognise innovative delivery and highlight the organisations making a real difference in housing.

However, even the strongest projects can miss out on recognition if the awards submission does not clearly demonstrate the achievements judges are looking for.

At Inspire New Homes, we regularly work across the new-build sector supporting housing associations, developers and local authorities to maximise new-build sales performance and delivery outcomes. Founder Asha Agarwal also serves as a judge for several property industry awards, providing valuable insight into what makes a submission stand out.

Recently, property and interiors copywriter Lucy Banwell asked several judges from the WhatHouse? Awards to share their top advice for writing a winning awards entry. Lucy works with housebuilders, developers and property brands on award submissions, website copy and editorial content. You can find out more about her work at www.lucybanwell.com.

One of the responses came from Asha Agarwal:

“Answer the question the judges are asking, not the story you want to tell. The strongest submissions clearly map their evidence to the judges’ specific criteria. A clear narrative backed up by real data and human outcomes is what makes an entry stand out.”

Drawing on insights from industry judges, here are some of the key things that make property awards submissions stand out.

Start With the Judging Criteria

One of the most common mistakes in awards submissions is writing a general company narrative rather than responding directly to the judging criteria.

Judges are often reviewing a large number of entries within a limited timeframe, so clarity and structure are essential.

Before writing your submission:

  • Break down the judging criteria

  • Structure your response around those headings

  • Make it clear how your project meets each requirement

If the criteria asks for innovation, impact and measurable outcomes, those elements should be clearly demonstrated throughout the entry.

Evidence Matters More Than Marketing Language

Strong projects can sometimes be undermined by vague descriptions or overly promotional language.

Judges are looking for evidence-led submissions, supported by measurable results.

Examples of useful evidence include:

  • Sales performance or delivery metrics

  • Customer demand or buyer outcomes

  • Programme delivery achievements

  • Financial impact or value generated

  • Social value and community outcomes

Clear data and real outcomes make a submission far more compelling.

Explain the Challenge the Project Solved

Many award-winning developments begin with a clear challenge.

Judges want to understand the context behind the project, including:

  • What problem the development set out to solve

  • Any barriers or complexities that had to be overcome

  • How the team delivered the solution

Providing this background helps judges understand the scale of the achievement.

Show the Human Impact

Property awards are not just about buildings or financial performance. The strongest submissions demonstrate how projects improve people’s lives and communities.

This might include:

  • helping first-time buyers onto the housing ladder

  • delivering affordable homes in high-demand locations

  • supporting regeneration and community infrastructure

  • creating long-term neighbourhood value

Combining measurable outcomes with real human impact helps bring the story to life.

Make It Easy for Judges to Score Your Entry

Judges often assess entries against scoring frameworks, so clarity is essential.

Submissions that perform well are typically:

  • clearly structured

  • aligned with judging criteria

  • supported by evidence

  • concise and easy to read

The aim is to help judges quickly understand why the project deserves recognition.

Final Thought

Industry awards play an important role in recognising innovation and excellence across the housing sector.

But even the strongest projects need a clear, structured and evidence-led submission to stand out.

As Asha Agarwal’s advice highlights, the key principle is simple:

Answer the question the judges are asking and support your story with clear data and real outcomes.

“This article was inspired by content written by property and interiors copywriter Lucy Banwell”