Privacy Notice – Lafford Group
Last updated: 25th August 2026
Lafford New Homes Ltd and Lafford Living Ltd (together referred to as “Lafford Group”, “we”, “our” or “us”) are committed to protecting and respecting your privacy.
This Privacy Notice explains how we collect, use, store and protect your personal data in accordance with the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.
Who We Are
Lafford Homes Ltd
Registered Office:
Council Offices
Kesteven Street
Sleaford
Lincolnshire
NG34 7EF
Email: marketing@laffordgroup.co.uk
Data Protection Contact
For any questions relating to data protection, privacy requests or the exercise of your rights under applicable data protection legislation, please contact:
Email: marketing@laffordhomes.co.uk
What Personal Data We Collect
Depending on your interaction with us, we may collect:
• Name and title
• Email address
• Telephone and mobile number
• Postal address and postcode
• Property requirements and preferences
• Enquiry details and correspondence
• Purchase, reservation and tenancy records
• Payment and financial information where applicable
• Account and portal login information
• Marketing preferences and consent records
• Website usage information, cookies and analytics data
• CCTV images where CCTV is in operation
Sources of Personal Data
We collect personal information directly from you when you:
• Submit an enquiry
• Register for updates
• Create an account
• Reserve a property
• Apply for a tenancy
• Contact us through our website, telephone, email or in person
We may also receive information from third parties, including:
• Property portals
• Referral partners
• Letting agents
• Solicitors
• Financial advisers
• Publicly available sources where appropriate
How We Use Your Information
We use your personal data for the following purposes:
Responding to Enquiries
Lawful Basis: Legitimate Interests
To respond to requests for information about our homes, developments, services or business activities.
We have assessed this activity and are satisfied that it is necessary, proportionate and does not override your rights and freedoms.
Managing Property Sales and Tenancies
Lawful Basis: Contract
To administer reservations, property purchases, tenancy applications, tenancy agreements and related customer services.
Customer Accounts and Portals
Lawful Basis: Contract
To provide and manage access to online customer accounts and portal services.
Service Communications
Lawful Basis: Legitimate Interests
To send important information relating to your enquiry, purchase, tenancy, maintenance requests or customer service matters.
We have assessed this activity and are satisfied that it is necessary, proportionate and does not override your rights and freedoms.
Marketing Communications
Lawful Basis: Consent
Where you have given consent, we may contact you by:
• Email
• SMS (text message)
• Telephone
• Post
Marketing communications may include:
• New home releases
• Homes available to rent
• Development launches
• Property availability updates
• Community news
• Events and promotions
• Other information relevant to your stated interests
You can withdraw your marketing consent or update your preferences at any time by:
• Clicking the unsubscribe link in our emails
• Following the opt-out instructions included in SMS messages
• Contacting us directly
Withdrawal of consent will not affect any processing carried out before consent was withdrawn.
Safety and Security
Lawful Basis: Legitimate Interests
To protect our people, customers, visitors, property and assets, including the use of CCTV where appropriate.
We have assessed this activity and are satisfied that it is necessary, proportionate and does not override your rights and freedoms.
Legal and Regulatory Requirements
Lawful Basis: Legal Obligation
To comply with legal, financial, taxation, anti-fraud and regulatory obligations.
SMS Marketing
If you provide your mobile telephone number and specifically consent to receive SMS marketing communications, we may send you text messages about:
• New property releases
• Rental opportunities
• Development updates
• Events and promotions
• Other information relevant to your interests
Message frequency may vary depending on your preferences and activity.
Standard network message charges may apply depending on your mobile provider and tariff.
You can opt out of SMS communications at any time using the instructions included within the message or by contacting us directly.
SMS Terms and Conditions
By opting in to receive SMS communications from Lafford Group, you agree to the following terms.
SMS Programme
Lafford Group may send SMS messages relating to:
• New home releases
• Homes available to rent
• Development updates
• Events and promotions
• Property availability notifications
• Information relevant to your stated interests
Consent
SMS marketing messages will only be sent where you have provided your express consent to receive them.
Consent is not a condition of purchasing a property, reserving a home, submitting an enquiry, creating an account or entering into a tenancy agreement.
Message Frequency
Message frequency may vary depending on your interests, communication preferences and available properties or developments.
Charges
Lafford Group does not charge for SMS marketing messages.
Standard message and data rates may apply according to your mobile network provider and tariff.
Opting Out
You can opt out of SMS communications at any time by:
• Replying STOP to a message where supported
• Following any instructions included within the message
• Contacting us at marketing@laffordhomes.co.uk
Following an opt-out request, you may receive a final confirmation message confirming that your request has been processed.
Support
For assistance regarding SMS communications, please contact: marketing@laffordhomes.co.uk
Privacy
Information collected as part of our SMS programme will be processed in accordance with this Privacy Notice.
SMS Marketing Communications
Where you have provided consent to receive SMS communications, your participation in our SMS programme is governed by the SMS Terms and Conditions contained within this Privacy Notice.
Sharing Your Information
We may share personal data with trusted third-party service providers who help us operate our business, including:
• Customer relationship management (CRM) providers
• Email and SMS marketing platforms
• Website hosting providers
• IT support providers
• Analytics providers
• Professional advisers
• Contractors and maintenance providers where necessary
• Regulatory bodies and law enforcement agencies where required by law
All third parties are required to process your data securely and in accordance with applicable data protection laws.
International Transfers
Some of our service providers may process data outside the United Kingdom.
Where personal data is transferred internationally, we ensure appropriate safeguards are in place, including the International Data Transfer Agreement (IDTA) and/or approved Standard Contractual Clauses where required.
Automated Decision-Making and Profiling
Lafford Group does not currently use automated decision-making or profiling that produces legal effects or similarly significant impacts on individuals.
If this position changes in the future, we will update this Privacy Notice and provide any additional information required under applicable data protection legislation.
How We Protect Your Data
We take appropriate technical and organisational measures to protect personal data against unauthorised access, loss, misuse, alteration and disclosure.
These measures include secure systems, restricted access controls, staff training and regular security reviews.
While we take reasonable steps to protect personal information, no method of transmission or storage can be guaranteed to be completely secure.
How Long We Keep Your Data
We retain personal data only for as long as necessary.
Typical retention periods include:
• Enquiries: Up to 24 months
• Customer marketing records: Until consent is withdrawn or the information is no longer required
• Sales records: 7 years after completion
• Tenancy records: 7 years after the tenancy ends
• Customer portal accounts: Duration of account plus 24 months
• CCTV recordings: Typically up to 30 days unless required for investigation or legal proceedings
• Cookies: In accordance with individual cookie settings
Your Rights
Under UK GDPR, you have the right to:
• Access your personal data
• Correct inaccurate information
• Request deletion of your personal data
• Restrict certain processing activities
• Object to processing in certain circumstances
• Receive a copy of your data in a portable format
• Withdraw consent at any time where processing relies upon consent
To exercise any of these rights, please contact: marketing@laffordgroup.co.uk
Complaints
If you are unhappy with how we handle your personal data, please contact us first so that we can try to resolve your concerns.
You also have the right to lodge a complaint with the Information Commissioner’s Office (ICO).
Website: www.ico.org.uk Telephone: 0303 123 1113
Children
Our services are not directed at children, and we do not knowingly collect personal information from children.
If you believe a child has provided personal data to us, please contact us and we will take appropriate action.
Contact Us
For any questions about this Privacy Notice or how we process your personal data, please contact:
Email: marketing@laffordgroup.co.uk
Post: Lafford Homes Limited, Council Offices, Kesteven Street, Sleaford, Lincolnshire NG34 7EF
CCTV Privacy Notice – Lafford Group
Lafford Group may operate CCTV systems at selected offices, sales centres, show homes and other managed locations.
CCTV is used for:
• Crime prevention and detection
• Health and safety monitoring
• Protection of employees, visitors and customers
• Protection of company property and assets
Appropriate signage will be displayed where CCTV is operating.
Footage is normally retained for up to 30 days unless required for an ongoing investigation, legal proceedings or insurance claim.
CCTV footage may be shared with law enforcement agencies, insurers or legal advisers where lawful and necessary.
CCTV footage is stored securely and access is restricted to authorised personnel only.
Individuals may request access to footage containing their personal data by contacting: marketing@laffordgroup.co.uk
We will respond in accordance with our obligations under UK GDPR and applicable data protection legislation.