Paragraph 6.3:

"...a realistic asking price had been sought given local comparables."

para 6.15

"...some local residents/amenity groups questioned the merits of the marketing campaign, suggesting that the sale prices were excessive and that it was this that was affecting sales...It is not the price that that is hampering sales but what is on offer i.e. the unit mix."

A reminder of those 'realistic' asking prices:

1 beds: ?240,000 - ?275,000
2 beds: ?330,000 - ?395,000

Furthermore, the website appears to be saying that a car parking space (which like it or not, is still a major issue for most buyers) would have to be negotiated on top of the price for the flat, thus putting off propsective buyers even more.

I don't have the "local comparable" prices to hand, but I would suspect they are/were a good ?100,000 lower than the FHC prices. I'm sure someone can find out.