The committee considered the proposal would cause harm to the amenity of the area, be overbearing, harm the privacy of neighbours, have a harmful visual impact and result in access, parking and traffic problems.
A previous application also to erect nine apartments was refused in June 2007 because it was felt it would be over-intensive development which would harm the character and amenity of the area.
The main section of the new design is two-storey rather then the three storey of the refused application.
One letter of objection has been received concerned at extra traffic and the effect on the area's character.
Herefordshire Council's transport manager recommended refusal.