Customer Survey

The popularity of new homes continues to increase. 28% of those questioned in exit polls said they would only consider buying a new home.

There is no one predominant source of information used by house hunters. This makes a well balanced spread of marketing activity by developers essential.
Different sources of information perform different or complementary roles for consumers. It is important for developers to understand these roles and relationships.
There is qualitative evidence that a significant number of respondents may not know where to look first for information.
Estate agents are used heavily, at least initially, so a high street presence for developers is important - but the agent should be chosen with care, as not all are felt to be effective.
House hunters rely heavily on word-of-mouth, yellow AA boards and local papers.
Local papers are monitored and estate agent particulars used.
National newspaper advertisements are not frequently used for house buying purposes.
The internet is used primarily to help shortlist and signpost. It also appears to offer developers synergies for branding.
Brochures are used much later in the process for "facts and figures" such as dimensions and floor plans.

Already widely used by many house hunters.
There do not appear to be any significant new home specific reasons why consumers do not make greater use of the internet to find new homes.
A large majority of those who have already used the internet are likely to do so if they move home again and more people are likely to use it as their main source of information in future.

Completion dates are not given by builders as often as would be liked and when they are, dates are quite often moved or not honoured.
Builders are not felt to deal too well with missed dates.
Nearly three-quarters of those surveyed do not, however, find the overall process of purchasing a new home stressful.
Quantitative research indicates that selling your old home and moving in day to your new home are the most stressful parts of the process. These are risks generic to the property market as a whole, although qualitative research indicates that consumers feel builders can do more to ease the difficulties sometimes associated with moving in.
Focus groups expressed particular concern about the stress associated with completion dates and the general wish of developers to exchange contracts within 28 days.
On both these issues developers could benefit from providing better explanations of why they are subject to uncertainties and how the system works and can be managed by consumers.
Quantitative research shows that overall 55% of those surveyed consider information flow from house builders to consumers effective or very effective.
Consumers would value more time to exercise choices on optional extras and colour choices.
In quantitative research consumers feel not enough information is given to them about Government planning policies such as PPG3 and energy ratings. In general, however, builders were felt to perform best in those areas to which consumers attach greatest importance.

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