We’ve never had an exercise on commercial writing. It’s an acquired art, tending to avoid negative aspects, but highlighting good features. For this challenge, I am asking you to write a passage of prose for the opening page of a brochure promoting a new housing estate. Because the page is well illustrated with artist-impression pictures, you’ve got only between 140 and 160 words in which to give a general description which will encourage anyone looking at it to turn the page over. You may call on what adjectives and nouns you feel will most assist the promotion, so this is a challenge in using suitable words. Remember, there is one golden rule: you must never make a statement which can be identified as a specific lie.

The factual description (of over 1000 words) of the development is given below.

For results and winning entries, click here.

NEVERSO CLOSE

As a result of pressure for low-cost housing, 15 pairs of semi-detached houses (i.e. 30 units in all) are to be built on a small triangular plot of less than three acres. The plot has two sides of just over 200 yards in length, with the shorter side being about 140 yards. The access road enters where the two longer sides meet (i.e. the southwest corner): after about 130 yards, it divides to service the rest of the estate with two short arms towards the other two corners. So on entering the estate by the road, there are 5 pairs of semis on the left, 5 pairs on the right, and 5 pairs ahead of you where the road divides. The left arm of the service road continues almost to the corner because the Council feels that ‘at some time’, it may be the basis of a service road to further expansion. At that corner, an area has been made for 3 car park spaces for visitors. There is no room elsewhere on the estate, and homeowners are expected to park their cars on their own properties as the width of the roads makes it unsuitable for cars to remain parked on the road for any length of time.

As you enter the new estate by the access road, on the right boundary (marked with a 6 foot high wooden fence showing serious signs of being at the end of its life) lies an old, but still partly used, industrial area. The area is scheduled for redevelopment at some time (as yet unspecified) in the future. On the left long side is a Council estate which was built in the 1970s, and not now looking its best, and some of the properties are far from tidy. The Council estate is separated from the development by a wire fence, but now in such condition that no self-respecting youngster would be bound by it. On the third, shortest, north-east side is a rather heavy unkempt hedge, beyond which is open land which is used for recreation such as walking during the daytime, and perhaps other recreation during the hours of darkness.

They are minimalist 3-bedroom semi-detached houses, with kitchen and a dining/sitting room downstairs, and two double bedrooms (the bigger one can just hold narrow twin beds) and a box room (you can just get a single bed in it) upstairs. Wardrobes are fitted in the double rooms, but they aren’t big. There’s a small bathroom (shower fitted over the bath) upstairs as well, and an airing cupboard (clothes are aired over the hot water tank). To make the most use of the space, the stairs lead, open plan fashion, from within the downstairs dining/sitting room. The total area for the two floors is just over 700 sq feet. Central heating is by gas, and the cooker may be either gas or electric: the customer chooses and the builder will obtain and install it, although there may be a surcharge for expensive models. Fittings are adequate, but not great in number and of standard quality – but you get what you pay for, and you can choose to upgrade.

The properties are not just side by side, they are slightly angled (so that it is not possible to pass the soap powder through the window to the neighbour). The exteriors are varied, being either brick or rendered and painted cream. Windows are plastic-framed double glazed. There is a utility room (plumbed for a washing machine and wired for freezer) attached to the kitchen, but accessible from the outside: it forms part of one end of the car port which is big enough for a small family saloon. There is a small rear garden which will either grow a few rows of vegetables, or provide a big enough area for a small toddler to play in.

There is a small unbounded grassy area at the front of each property, and all the grassy areas together with a number of bushes/trees on the development are maintained collectively. The properties are 99 years leasehold, with the lease a minimal amount of £200 a year (linked to the wage price index) which goes towards the maintenance of the communal areas.

There is no local shopping area, but there is a ‘corner shop’ type of store near the bus terminus on the Council estate which offers newspapers, bread, milk, national lottery point, and a fair range of grocery and other household consumables.

The development itself is about 2 miles from the centre of the city. There are two bus services which can be used to get into the city centre. One has its terminus about 750 yards away through the council estate, with an hourly service via the city centre, taking about 12 minutes. The other passes by the industrial area along an unmade track (which can become muddy in wet weather) to the main road and the bus stop is reached in about 400 yards. That service runs via the centre of the city as well, but uses a circuitous route, taking over 20 minutes. It is a longer route, and is often full at peak times for boarding to the city. It runs less often – basically hourly, but with some of the mid-morning and mid-afternoon buses omitted. The railway station it is three-quarters of a mile from the city centre, and requires a bus change or a taxi if one is not walking. There are three through services to London (taking just under two hours), but otherwise it necessitates changing trains. The bus and coach station is a quarter of a mile on the other side of the City centre from the station, but it has a number of coach services to other cities and towns.

For those who regularly travel by car, the main road is reached in just over half a mile, but the volume of traffic joining the main road often has long tailbacks at busy times.

The plot which is being developed was previously a set of allotments, but this was discontinued about 10 years ago, largely because a great deal of damage and loss was suffered by the plot-holders. The land has lain unused and overgrown since then, and there has been a certain amount of casual dumping by some householders and some apparently by a firm (no longer operating) on the industrial estate, judging by the appearance of several empty chemical drums. These are currently being cleared.

Sally's entry: WANT A TASTE OF THE MODERN LIFE? That’s what’s on offer at this fabulous new development - and you can afford it! Fed up with endless commuting? Dreaming of getting out of the city for the good life? This is your chance. Neverso Close is a once-in-a-lifetime opportunity to buy into a real community in a family-friendly environment that’s so near to the City - yet so far. Your dream house is set in a leafy, green development where the quality of your lifestyle matters. Get to know your neighbours or enjoy the privacy of your own enclosed family-friendly garden: it‘s your choice. Less than two hours from London’s city centre Minimalist design for modern family lifestyles Within easy reach of shops and public transport Customise your home: choose from an unlimited range of kitchen equipment before you move in Environmentally-friendly fittings standard All this can be yours - but don’t delay, secure your place in this popular development today! Di's entry: Just 15 pairs of semi-detached houses in a neighbourly, village-style development. Visit our new double-glazed, 3-bedroom homes with gas central heating – eye-catching exteriors and with interior simplicity in mind. Each cleverly positioned property comprises: kitchen – you choose gas or electric and deluxe fittings utility room with plumbing and electricity lounge/dining room with Scandinavian-style open plan staircase two double bedrooms fitted with modern, stylish wardrobes plus a further bedroom ‘bijoux’ layout bathroom and shower handy airing cupboard. Externally the property is complemented by a car port and professionally maintained front lawns and shrubberies. Imagine the low maintenance rear garden with a vegetable patch or child’s play area. Amenities include visitor car parking and adjacent open recreation land. Only 2 miles from city centre shops, this popular development is also handy for the local newsagent and grocery store. Regular bus services connect to the city centre with its coach and railway station (London through services). Zena's entry: Neverso Close - affordable stylish living close to open land and within easy reach of the city centre with its superb shopping and leisure facilities and mainline railway station (Kings Cross under 2 hours). Easy access to the City Road, regular bus services and local store. Situated in a tranquil cul-de-sac, this exclusive development has been thoughtfully designed to offer 30 semi-detached three bedroom homes, deceptively spacious and tastefully finished in varying styles, combining traditional features with the latest designs. Around the tree-lined landscaped communal drive with off-street and visitor parking, you'll find well constructed comfortable homes with the latest in modern convenient living. Personalise your new home using our Selections scheme to reflect your own individual style and unique touch. Our Sales Consultants will be pleased to arrange an appointment for you with our Selections team – details overleaf. Together, we can make sure your home is exactly how you want it from the day you move in.