Herefordshire is one of England's most westerly counties bordering Wales and, along with neighbouring Shropshire to the north, forms part of an area known as the Marches. Views to the west are dominated by the Black Mountains and the Brecon Beacons, which is one of Britain's eleven national parks. To the east, the county is bordered by the Malvern Hills and, in between flows the Wye River and its tributaries, the Lugg, Arrow and Frome.

With the exception of the City of Hereford and the five market towns of Leominster, Ross on Wye, Ledbury, Bromyard and Kington, the county is mainly rural, and is the second most sparsely populated county in England. Located centrally in the county, Hereford has a population of 56,600 people, approximately 32% of the Herefordshire total population. This is growing at a faster rate than national averages, predominantly as a result of inward migration. In general, the population profile of the area is older than national or regional averages with significantly greater numbers of retired people.

Hereford is an ancient Cathedral City and important service centre, which attracts visitors from far and wide to its livestock and general markets. Dominating the city is the cathedral that dates from the 11th Century. It houses many treasures including the renowned Chained Library and the famous Mappa Mundi, a unique map of the world drawn around AD 1300. The cathedral also hosts Europe's oldest music festival every three years.

Hereford has a distinct housing market and there is a growing interest from the retirement sector for flats and retirement homes. In addition to this, there is also a strong need for first time buyer accommodation. Herefordshire has a higher proportion of semi-detached properties than its neighbours, but due to the attractiveness and distinct character of the area, affordability of housing risks becoming more problematic.