New Ideal Homesteads were the biggest and most successful developers working in North West Kent in the 1930s. They cut construction costs by using prefabricated materials and promoted their products and the finance that enabled their purchase vigorously.

The Falconwood Park Estate was one of New Ideal Homesteads' biggest, most intensive and visually relentless developments. It was about 300 acres in size and was of about 2000 homes.

New Ideal Homesteads' success was partly based on providing potential purchasers with access to a mortgage as well as their dream house. They priced their houses at the bottom of the market and made the deposit as low as possible. It is significant that they were prepared to accept a deposit as low as 5%, that they often priced houses at just below the nearest £100 and they failed to draw attention to the repayment period or the interest rate.

Page 22 of the Falconwood Park Estate New Ideal Homesteads brochure published in the 1930s.