Ann: Redflow Share Purchase Plan Offer Opens and Despatch, page-29

The domestic house market can be problematical. Just like the computer industry, for most manufacturers, it is a race to the bottom on price. Whoever is the cheapest will get the sale unless there is some other factor involved. Quality of product for most people is not relevant.
Now in the computer industry, Apple gets around this by having a reputation that people will pay more for.
We cannot really say that Redflow has built itself such a reputation, except amongst the cognoscenti here....