Phil Jones, the CEO of HomeWorld, discusses new developments in home construction, affordability, HomeWorld’s mission, its business strategy, and other topics in an exclusive conversation with Indus Age. 

1. How has HomeWorld’s mission evolved over the years, and what continues to drive its vision today?

HomeWorld was established in 1986 by a group of forward-thinking, yet competing, home builders who came together with a shared goal – to create a destination where people could explore the latest in new home design, speak directly with builders, and better understand the building process. It was a unique concept at the time: bringing multiple builders together in one location, so visitors could compare designs, experience the quality firsthand by walking through fully constructed display homes, and ask questions without pressure.

Since then, our purpose has remained clear – to make the journey to building a new home easier, more accessible and to provide a destination that is helpful to anyone who is considering building a new home. Over the years, we’ve continued to grow, evolve, and embrace innovation, but our commitment to empowering people through access to knowledge and choice remains unchanged. Today, our vision is driven by a strong customer-first mindset, a focus on innovation, and a deep respect for the diverse communities that make up New South Wales including the Indian community. Whether you’re building for the first time, looking to knockdown and rebuild, or simply exploring your options, HomeWorld is here to help and inspire you on the path to your dream home.

2. In light of Australia’s ever-changing housing market, how is HomeWorld adapting to better serve first-time-home builders and growing families?

HomeWorld offers a unique, one-stop destination where people can explore a diverse range of home designs and builders in one place, making it easier to compare, ask questions, and make confident, informed decisions. We’ve seen firsthand how the housing market, lifestyle trends, and migration patterns are influencing what people need from their homes. Builders at HomeWorld are responding with designs that reflect these evolving needs, including:

• flexible floor-plans that can be tailored to meet lifestyle needs such as prayer rooms, extra storage.

• multi-generational living solutions such as additional bedroom downstairs with ensuite, or integrated granny flat)

• larger kitchens with butler’s pantries

• more expansive outdoor cooking and entertaining areas.

For first-time home builders and growing families, it’s about creating homes that are functional, future-ready, and aligned with how people live today. HomeWorld remains committed to providing access to builders showcasing innovative display homes, helping families find a home that truly fits their life.

3. Display villages are a core part of HomeWorld’s model. How are these evolving with changing buyer expectations and digital innovation?

Display villages have always been at the heart of what we do at HomeWorld. They give people the unique opportunity to step inside real homes, to experience the layout, the flow of spaces, and the quality of the finishes in person. Visitors consistently tell us how valuable it is to physically walk through the homes, helping them imagine what it would be like to live there. The styling, design features, and innovative layouts also offer endless inspiration for their own building journey.

Over time, the range of homes on display has expanded dramatically to reflect the changing needs of modern buyers. Whether you’re planning to build on a new block or undertake a knockdown and rebuild, there’s something for everyone – from duplexes and homes with integrated or detached granny flats, to acreage-style designs, custom-built homes, and clever solutions for challenging or sloping blocks. To complement the physical experience, we use digital platforms to enhance the way people engage with our villages both before and during their visit.

Through social media and digital content, we showcase what’s on display across our villages…from floorplans and architectural features to interior design, landscaping, pools, and alfresco areas. This helps people get inspired and understand the value of what they’ll see in person. Our website allows visitors to explore every HomeWorld location, see village maps, view display homes and builder profiles, and even create a personalised list of favourites. When they arrive, they can access their list via mobile and be guided around the village with ease, ensuring they make the most of their visit.

In essence, while the core experience of walking through a display home remains invaluable, we’re continually evolving to meet modern expectations by making the entire journey more intuitive, inspiring, and accessible at our villages and online.

4. Are you noticing any major shifts in what people are looking for when building their homes post-COVID—such as home offices, flexible spaces, or wellness features?

Absolutely. One of the biggest takeaways from the post-COVID period is just how important the home has become not just as a place to live, but as a space to work, recharge, connect, and feel well. We’re seeing a strong shift in what people are prioritising when designing their new homes. There’s growing demand for flexible living areas that can adapt as a family’s needs change, as well as smart bedroom layouts that give everyone their own space to retreat and recharge. Dedicated home offices, or at least quiet work zones, have become a must-have for many. And features that support overall wellbeing like natural light, good ventilation, and a connection to outdoor spaces… are increasingly top of mind. Builders at HomeWorld are responding to these evolving needs with innovative designs that offer both flexibility and functionality. From homes with dual living zones to integrated study nooks, multi-purpose rooms, and layouts that promote comfort and flow. The focus is now on building homes that truly support modern lifestyles.

5. What are some emerging trends in how multicultural communities approach home building or home design in Australia?

We’re seeing a strong shift toward more tailored home designs that reflect the values, lifestyles, and cultural needs of multicultural families. For many, the home is a hub not just for immediate family, but for extended family and guests visiting from overseas or living together under one roof. As a result, there’s growing demand for multi-generational layouts with separate living zones, additional bedrooms, and flexible spaces that can adapt over time. Larger communal areas, both indoors and out, are also key to accommodating gatherings and celebrations. Kitchens continue to be a major focus, with many families requesting butler’s pantries, secondary kitchens, and well-equipped outdoor cooking areas allowing them to prepare meals for large groups or cook with specific ingredients in mind. There’s also a noticeable rise in requests for thoughtful customisations across the home, from dedicated prayer rooms to more functional and culturally appropriate bathrooms including features like spray jets and bidet installations. Builders at HomeWorld are responding by offering greater flexibility in design and fit-out options, so families can shape a home that’s not just stylish, but truly aligned with how they live.

6. HomeWorld villages attract a wide and diverse range of people looking to build a home. How do you ensure that different cultural needs and lifestyle preferences are reflected in home designs?

At HomeWorld, we’re proud to welcome a broad and diverse range of visitors each with unique cultural values, traditions, and lifestyle preferences. Ensuring these needs are reflected in the home-building journey is something we take seriously. The builders across the HomeWorld Group actively seek feedback from customers of all backgrounds, and many offer the flexibility to customise home designs based on individual requirements. Whether it’s tailoring kitchens, prayer areas, or bathrooms, our builders work closely with their clients to ensure the home truly suits their way of life.

Many also have Indian and South-East Asian sales staff on site, who not only understand the cultural context but can explain the building process in a way that feels comfortable, familiar, and supportive. HomeWorld recently completed dedicated research into the needs of Indian and South Asian buyers, helping us better understand how to support these communities from the way we design new villages to how we shape our marketing, communications, and on-site experience. We want every touchpoint to feel welcoming, informed, and helpful.

Many of the display homes you’ll see at HomeWorld showcase flexible layouts that are easily adaptable to a range of family structures and cultural living arrangements such as multigenerational living or the inclusion of separate zones for guests and extended family. Some builders also offer guidance on cultural design principles like Vastu Shastra and will work with clients and consultants to ensure floorplans align with these important beliefs. It’s all about creating homes that are not only beautiful but meaningful and functional for the people who live in them.

7. Is HomeWorld involved in any collaborations or outreach programs that specifically engage migrant or multicultural communities?

Yes! Supporting and engaging with multicultural communities is an important part of HomeWorld’s purpose. We recognise that the home-building journey can be complex, especially for those who are new to the process or new to Australia, and we’re committed to making it more accessible, inclusive, and welcoming.

HomeWorld actively partners with multicultural media outlets, such as Indus Age, to help build awareness and trust within the Indian and broader South Asian community. We also participate in community events to connect directly with families, answer questions, and ensure people feel confident navigating/ commencing their new home building journey.

For the past six years, HomeWorld has proudly partnered with the India Australia Business & Community Alliance (IABCA), an initiative that fosters stronger business and community ties between India and Australia. Through its respected awards program, IABCA shines a spotlight on the outstanding achievements of individuals and organisations across the Indian diaspora. This platform not only allows us to celebrate and support the success of the community but also provides a meaningful opportunity for HomeWorld to engage directly with Indian-Australian families and businesses — helping to raise awareness of who we are, what we offer, and how we can support people on their home-building journey.

We’ve also taken practical steps to ensure inclusivity online. Our website is available in Hindi, allowing more people to explore our display villages, builders, and home designs in a language they’re comfortable with. It’s just one of the ways we’re working to ensure everyone has the opportunity to make informed decisions and feel empowered during the home-building process.

8. As CEO, what are your top priorities for the next five years at HomeWorld?

Our focus remains clear… to continue delivering leading destinations for anyone thinking about building a new home. HomeWorld has always been about helping people make informed, confident decisions by giving them access to the very best in home design, innovation, and choice. Over the next five years, we’ll remain in an active phase of planning and development, working closely with our builder partners to ensure our display villages reflect the evolving needs of modern families across New South Wales. That means showcasing homes that are more sustainable, more functional, and more connected, with smart design, innovative technology, and flexible layouts that support changing lifestyles. As migration continues to shape the future of our communities, a key priority will be strengthening our connection with multicultural audiences. We want to ensure our villages, communications, and on-site experiences are inclusive, welcoming, and genuinely helpful for all. Ultimately, we’re committed to evolving alongside our customers – creating inspiring spaces and experiences that support every step of the home-building journey.

9. How do you see HomeWorld contributing to the broader conversation around housing affordability?

HomeWorld plays a vital role in helping people make informed decisions about building a new home and that includes supporting conversations around housing affordability, smarter land use, and sustainable design. We work closely with more than 25 of the state’s leading builders to showcase a wide variety of home designs, including affordable options tailored to different budgets, life stages, and block types. Our villages give people the opportunity to see these homes in real life, understand the build quality, and ask questions – all in one convenient location. As the housing landscape continues to shift, we’re also seeing a growing interest in smart urban planning and sustainability. Many builders at HomeWorld are now showcasing homes that meet or exceed the new BASIX 7-star thermal performance rating – a clear signal that energy efficiency and comfort are becoming standard, not optional.

With the recent NSW planning reforms now in effect, duplex living is becoming an increasingly attractive option for multi-generational families, investors, and those undertaking knockdown-rebuild projects. At HomeWorld, visitors can explore a range of duplex designs and speak directly with builder teams on site to understand what’s possible, how it aligns with council requirements, and how to make the most of their land.

Ultimately, HomeWorld is more than just a destination. It’s a resource that empowers people to build smart, sustainable, and future-ready homes, while contributing to the broader dialogue about how we meet the housing needs of a growing and diverse population

10. What drives your passion for working in the home-building industry?

My passion for this industry began at a young age. My parents instilled in me the importance of owning a home, and I vividly remember our Sunday drives to view display homes—often located in remote, newly developed areas. Those experiences sparked a lifelong interest in how homes are designed, built, and ultimately lived in. HomeWorld took that early concept and elevated it, offering a one-stop destination where people could explore a wide variety of homes in one location. When it first launched, there were 85 homes on display, catering to all budgets and lifestyles. That accessibility made home ownership feel achievable and that was certainly my own experience. Purchasing land and building my first home was not only a financially viable way to get on the property ladder, but also a deeply rewarding journey that gave me a place to truly call my own. Today, the industry is more dynamic than ever. Buyers are seeking homes that reflect their unique needs…whether that’s multi-generational living, dedicated spaces for work or study, enhanced storage, or areas designed for cultural or faith-based use. It’s incredibly fulfilling to be part of an organisation that helps make those visions a reality. After more than 40 years in the industry, I still find it deeply satisfying to help people create a home that suits their lifestyle and supports their family’s future.

11. What advice would you offer to young professionals or entrepreneurs looking to make a mark in the property or construction space?

Firstly, a successful professional must always have an overwhelming and passionate interest in the industry of their choice. Our Industry operates 7 days a week and anyone wishing to undertake a career in housing has the opportunity to work hard but the single and best advice I can offer is to get out and talk to the customers and really see the challenges they face. Be it design, construction or sales and marketing everyone involved must understand their buyers or consumers if they are ever to be successful. Secondly, the Industry has many trade organisations which offer young professionals the opportunity to network amongst associates and competitors. Be aware of the broader economy and government involvement as both will always influence the housing and construction industry across the country.  A successful professional in this Industry is always “studying” the factors which influence it and constantly adjusting to changes which maintain their success.