Customer Survey
- New Homes Today 2002 - Introduction
- Key Findings 2002
- Preference for New Housing 2002
- Affordable Housing and Planning Policies
- Executive Summary (2001)
- Glamorous, Aspirational, Well Designed (2001)
- More people want new homes (2001)
- Higher density homes - the impact of PPG3 (2001)
- The power of brand in house building (2001)
- Tomorrow's Homes Today (2001)
New Homes Today 2002 - Introduction
This report, produced in conjunction with the New Homes Marketing Board, provides a wealth of information based on the views of existing and potential new build homeowners. These views reflect the progress made in improving the image of new build and the homes themselves.
Understanding customers needs is fundamental in any market. In the new build market it is clear that customers are prepared to pay for a premium product but only if the quality in design, construction and aftercare is delivered.
Halifax is committed to its role in helping to shape the future of housing in the UK.
Today's new build is the housing stock of tomorrow.
Ian Corfield - Head of Intermediary Sales, Halifax plc
Halifax is delighted to partner the New Homes Marketing Board in the sponsorship of this important piece of annual research, which highlights the views of existing and potential new build homeowners.
This year's report continues the trended analysis of consumer attitudes to new build and explores a number of important issues including the provision of affordable housing, design and housebuilder brand.
This research also examines the public's attitude towards planning and new homes built in accordance with the Government's Planning Policy Guidance Note 3 (PPG3). The findings in this area should make an important contribution to the current debate around planning issues.
I hope that the findings of this report will make an important contribution to future developments in the new build market and will prove to be useful for both housebuilders and policy makers.
Mick Noble - Chairman, New Homes Marketing Board
This is the eighth annual major research report into public attitudes towards new homes commissioned by the New Homes Marketing Board and Halifax plc. We have been pleased to work with the Halifax plc on this report.
This year's findings confirm that new homes are more popular than ever and that buyers appreciate the recent improvements in design. Consumers particularly appreciate the 'clean canvas' offered by new build properties and the opportunity to stamp their own identity on their home.
As ever the report outlines challenges for both developers and policy makers alike. In particular the report offers an insight into the key issue of affordable housing and some direct challenges on quality and customer care.
The report examined the homebuyers' perceptions of developments built in accordance with current planning guidance. Some useful lessons emerge regarding the need for developers to explain the concepts and market the advantages of living in such developments. Finally the report looks at issues relating to branding and questions why housebuilder brands appear to have relatively little influence over the decision to buy.
The findings provide a cogent analysis for all those who wish to gain a better understanding of customer perceptions of new build housing and I recommend that the key lessons are taken seriously by all developers.
Introduction and Objectives
Britain is facing a housing shortage. In 2001, total new housing completions in Great Britain fell to 162,000, the lowest level for 54 years. Excluding the war years and their immediate aftermath (1940-1947) completions were at their lowest level since 1924. The Government has recognised the extent of the problem and in July the Deputy Prime Minister John Prescott announced a ‘step change’ in housebuilding.
In this context the annual Halifax/NHMB research on consumer attitudes to new build housing can make an important contribution to the developing policy debate. The research concentrated on:
- moving intentions and customer preferences for new homes,
- the attitudes of new homes purchasers to the creation of mixed communities of private market housing (owner occupied and private rented) and affordable housing (in this instance confined to subsidised housing offered to those unable to access private market housing),
- the attitudes towards homes built in accordance with Government planning guidance; and
- the strength of housebuilders brands in the market.
Methodology
Mitton Marketing Solutions undertook the research. A combination of quantitative and qualitative research was utilised.
The quantitative work was conducted between 25 June and 15 July 2002 and comprised a total of 2100 door-to-door interviews and 976 exit polls. The latter were conducted outside local estate agents’ offices and developers’ sales centres.
Of the door-to-door respondents, 12% had moved in to their new home within the previous six months; 44% within six to eighteen months; and 44% had been living there for more than eighteen months. Of the exit polls, 7% of respondents were looking to move within the following month; 34% in one to three months; 36% in three to six months and 23% in six months or more.
The quantitative research was conducted in three locations: Ingleby Barwick in the north east; Dickens Heath in the midlands; and Thamesmead in the south east. The qualitative element comprised a combination of focus groups and one-to-one telephone interviews carried out in each of the areas detailed above, plus a further nine locations in England and Wales.