Tag Archives: builder star rating

Are new homebuyers taken in with bogus builder star rating?

Home Builders Federation (HBF) 8-week “Satisfaction” Survey 2018

So six months after the industry’s in-house “customer satisfaction ” survey year-end on 30 September 2017, the HBF have finally released the results. So what do they say to the new home buying British consumer?
HBF 8-week Satisfaction Survey

The HBF claim “Homeowner satisfaction with new homes remains high”

Despite the HBF survey responses being repositioned this year, (with the key question “Would you recommend your builder to a friend?” buried in the third row!) the ongoing failure of this industry to its customers cannot be hidden.
FACT: Whilst the “Would you recommend your builder to a friend?” key star rating question score this year was 86% – up 2% on last year’s nine-year low of 84%, it is still at the same level it was in 2011 so no improvement.

“As output has risen, so quality has fallen – The evidence points to an industry…..which will at times ride rough-shod over dissatisfied buyers”+++ This demonstrated by the fact that 4% fewer than would recommend their builder, would buy another new home from any housebuilder.

Credit is due for the slight increase the number of surveys issued and the percentage returned. Out of 156,120 new homes built by housebuilders in the survey year, 93,444 (73%) surveys were sent out to the 127,800 private new homebuyers with 57,972 (62%) returned. Avant, rated 2 stars in 2016 are now 4 star rated in just two years, with a 193% increase in their “sample size” over that period.

The HBF say their Star Rating scheme:
“awards participating members a star rating based on the survey results is now an established barometer of performance and a widely used industry marketing tool. The survey also helps participating members identify areas they can improve and is used by HBF to rebuff unwarranted criticism of our industry.”

“Identify areas they can improve”
Taylor Wimpey have been rated 4 stars for the last 4 years, one of the few housebuilders to publish their actual percentage for the key star rating question – 87% (2014); 86% (2015); 85% (2016) and 88% in 2017. Just a 1% improvement over three years! Persimmon have been 3 star rated every year over the same period.

HBF 8-week Satisfaction SurveySurvey results “used by HBF to rebuff unwarranted criticism of our industry.”

Well they try to. The fact is, 99% of homebuyers reported defects in their new homes to the housebuilder within a few weeks of moving in. For the second year, 41% reported more than 10 defects. Imagine if virtually all new cars had defects? If housebuilders built cars, many would be on our roads with defective brakes and wheels falling off!

Why does the HBF not publish individual builder results for every question?
John Stewart HBF Director of Economic Affairs told me back in 2011:
“From a personal perspective, I think publishing more detailed company results would not have had any more impact on raising customer satisfaction among new home buyers. But it would most certainly have provided food for those who are prejudiced against the industry and simply seek to criticise. I see no value in this.”  

Yet according to HBF chief Stewart Baseley who is by his own admission says he is “a great believer in transparency” – “achieving such high levels of customer satisfaction, whilst delivering the steepest increase in the rate of house building we have seen for 40 years, is a considerable achievement.”
Considerable achievement? Well Bovis are still rated just two stars. This despite building 332 FEWER new homes last year – a drop of over 8% on the previous 12 months, according to the company, to “focus us once again on delivering high quality product and service to our customers.” Bovis have became the only plc housebuilder to be rated 2 stars in consecutive years, with less than half of Bovis’ buyers completing the survey.

Quality and satisfaction are not the same

To many, being “fairly satisfied” does not indicate full satisfaction, yet the structure of the HBF survey adds the “fairly” score to the “very” to get the overall “satisfaction” score the HBF publish.  In addition, a heavy emphasis is placed on the Yes/No responses to “would you recommend your builder to a friend?” It could be argued that many would, give a ‘Yes’ purely on the basis their experience was “not that bad” rather than “terrible” which would be a ‘No’. This is borne out by the result from the second question: “how likely would you recommend your builder to a friend?” with just half indicating a positive response. In addition: “NHBC 9-month customer satisfaction survey scores generally 5-10% LOWER than the HBF 8-week survey”+++ These 9-month survey responses have never been made public!

The HBF claim these latest results: “once again prove the industry’s commitment to achieving the highest levels of customer service and satisfaction. The results have been achieved over period that saw the steepest increase in house building activity we have seen for 40 years.”
Well not exactly. The number of total new homes built in 2017 was 162,490 still below the peak of 168,640 to 30 March 2007. As for the “prove industry’s commitment to achieving the highest levels of customer service” this is a disgraceful statement considering the nightmare that thousands of new homebuyers are suffering across the country, due to the ineptitude of indifferent housebuilders. Tell that to the 11,000* buyers – equating to 8.4% of all new homes completed in 2017 – that make an NHBC warranty claim every year, 30% ** of which are within the initial two-year period when housebuilders are responsible!

In addition to the high level of Customer Satisfaction revealed by the survey, the industry also has its own self-imposed Consumer Code, ensuring customer concerns are heard and that disputes can be resolved through an independent adjudication system.”
Self imposed? The requirements are derived from the Consumer Protection from Unfair Trading Regulations 2008. Customer concerns regarding poor quality, defects and warranty issues are not covered by this Code which “does not appear to objectively to offer consumers a wholly satisfactory form of redress and is limited in its scope”+++

“The survey results and the Code, in addition to a ten-year warranty on all new homes, combine to give new build home purchasers genuine confidence in the product they are buying.”

A survey with results used by this industry to “rebuff unwarranted criticism” and for marketing, an ineffective Code “limited in its scope” and warranties that seeks to bat away claims.
Let’s face it; this in-house industry survey is easily manipulated. All housebuilders can see their customer’s responses in real time on the NHBC portal, enabling them to incentive buyers of their homes to answer positively to the crucial star rating question: “Would you recommend your housebuilder to a friend?”  Furthermore 11,803 survey responses were not used for the sample size of the key question.  I asked the HBF why and they said:
“The Star Rating part of it is just for HBF members. Hence adding up the sample sizes for the Star Rated builders will not get you to the total 57,972 responses as other non HBF members are sampled as we want to get as full a picture as possible. However, every single valid Barratt response counts towards Barratt’s rating; every single valid Bovis response counts towards their score etc. Valid simply means completed by an owner occupier within the 20 week response window. Not one single valid survey was ‘not used’”

The APPG EBE in the report “More Homes – Fewer Complaints” agreed with me that the survey should be conducted completely independently of the industry. “Recommendation 10: Housebuilders should make the annual customer satisfaction survey more independent to boost customer confidence.  We believe it would boost consumer confidence if the Customer Satisfaction Survey is seen to be more independent of the NHBC and the HBF – bringing in a high profile third party to conduct and take ownership of the research….”
The HBF reaction? To attempt to reaffirm via a IPOs MORI review of the survey that said it is “fit for purpose” nevertheless “changes are being implemented in the next survey year.”
It may well be fit for the industry’s purposes, but is not in my opinion, fit to demonstrate rising customer service, satisfaction or that higher quality new homes are being built. In fact it is and always has been, woefully inadequate. Nevertheless, such as it is, it does paint a grim picture of an uncaring industry, hell bent on ever increasing their profits, whatever the consequences for naïve, trusting new homebuyers that believe their spin and hype.

*       NHBC annual report to 31 March 2016
**     Figures supplied by NHBC
+++ APPG Inquiry Report “More Homes Fewer Complaints” July 2016

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Latest HBF Customer Satisfaction Survey shows new home quality is still falling

HBF Customer Satisfaction Survey Results 2017

HBF survey results 2017. After a long and unexplained delay, the Home Builders Federation (HBF), with an income of over £3million (2015), mostly funded by its member housebuilders, finally published its annual New Homes Customer Satisfaction Survey Results and house builder star ratings for 2017 late yesterday. Unlike the rest of us, housebuilders have known their scores throughout the year in real time, thanks to the NHBC online portal providing monthly updates on just how their customers are rating them.
HBF Survey 2017So why the delay HBF?  What possible reason could there have been for requiring a total of 12 weeks, two more than in 2016, since the last customer responses for the HBF survey year to 30 September 2016, were received on the 14 January 2017 cut off?  By strange coincidence, it was the same day that Article 50 was triggered, making it unlikely the poor survey results would get any media attention with all the Article 50 coverage.
Did the HBF decide it was a good day to bury their bad news?

Perhaps calculations were being done to effect an overall more favourable impression of customer satisfaction with new homes. Perhaps there were discussions about including late, more favourable surveys and ruling out unfavourable responses on the grounds of invalidity?  Perhaps the PR spin was more difficult to write this year? Who knows?  Certainly not me.  Even though the HBF Chief Executive Stewart Baseley stated on national radio just last month that he is “a great believer in transparency”, the HBF survey remains a mystery to all but those involved in its carefully scripted questions and the statistical “methodology set out by the NHBC themselves” used in the analysis and validation of the survey by the University of Reading’s Statistical Service Centre.

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No Problem With New Home Quality Says HBF Stewart Baseley

Stewart Baseley, Executive Chairman of HBF interview on BBC Radio 4 Today – Saturday 11 February

Stewart Baseley HBFTrue to form the Home Builder’s Federation [HBF] the industry’s PR and lobby group, conducts a perfect whitewash on the facts as their executive chairman Stewart Baseley trots out a well-used, well-rehearsed HBF rhetoric. The two main points the industry is keen to focus on at the moment:
“promoting awareness of increases in output and rebut negative claims on build quality” are well covered. Mission accomplished! Move along there is nothing to see. Money well-spent? The HBF was funded mostly by its house builder members to the tune of £3,037,449 in the year to 31 December 2015.

Questions to Stewart Baseley, Executive Chairman of HBF
Do you accept there is a problem?
“No I don’t accept there is a problem although clearly there are in some cases that you have highlighted some of those on your report and I totally accept that anybody that’s in a situation where they have got a problem, it’s very serious for them.”

“No problem – some cases”
Fact: As Stewart Baseley knows, the NHBC paid out £90million in warranty claims for remedial works to fix serious defects in 11,000 new homes (an average of £8,181 each) in the 12 months to 31 March 2016. That equates nearly 9% of the 124,720 new homes built in the same period. In the previous year, the NHBC spent £86million on remedial works including £23million on foundations and £32million on superstructures to 11,000 new homes.

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Persimmon Homes Employee Reveals All In Secret Recording Of Meeting

Persimmon Contracts Manager’s site meeting rant.

Secret recordingA few weeks ago I was given part of a secretly recorded site meeting. In the recording, which I am of the opinion is genuine, a Persimmon contracts manager expresses his opinions.  The priorities of Persimmon Homes – would appear to be, build as many new homes, as quickly as possible. Or in his own words let’s make as much f***ing money as we can; let’s slash out as many f***ing units as we can because the market allows us.”  

This is part of a two-hour recording, made in November 2015 during a Persimmon Homes South Coast Region sub contractor’s site meeting. It was sent to me by one of the sub contractors, also told me:

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Have Persimmon Tried To Buy A Better HBF Star Rating?

Can buyers trust HBF  builder Star Ratings?

The HBF National new home customer satisfaction survey is now in its eleventh year. The house builder star ratings (awarded by the HBF) “are allocated according to the proportion responding Yes..” to Question 1 of the survey: “Would you recommend your builder to a friend?…. Yes or No”    The more that respond “Yes”, the better the builder’s star rating.

During research for a previous article concerning claims made by the HBF in the 2016 survey results, I considered the possibility that builders’ sales and site management may be influencing their buyers to respond more favourably in the NHBC 8-week survey. After enquiring on social media, buyers from Britain’s two largest house builders, Persimmon and Barratt, who together built over 31,000 new homes last year, publicly expressed their opinions and claims:

Persimmon HBF SurveyJP (16 October 2015) said: “I’ve bought a recent new build from Persimmon and o boy what a joke their after sales are. I would like to point out I love my flat it’s them that annoy me. We have all been bullied and harassed to tick the first box on the NHBC survey that we would recommend a friend. Obviously didn’t tick it and because I naively ticked share my opinions Persimmon are now treating me like dirt……They were ringing us Saturday and Sunday and I quote “If I do you a favour now, you can do me a favour and tick the first box” They didn’t give a **** about our problems just whether we had said yes or no.”

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HBF Survey Shows New Home Satisfaction Levels Are Falling

HBF  Customer Satisfaction Survey Results 2016

The waiting is over. The results are in,  and the winner is……. well pretty much the whole house building industry if you believe the accompanying Home Builders Federation (HBF) editorial headlined “Homeowner satisfaction with new homes remains high.”

The HBF use the same phrases every year, irrespective of the survey results to market new homes. Why else would the HBF list on the front page their “key benefits of new homes” for the last four years, including the claim that “new homes are built to a higher standard than ever before and the customer satisfaction survey results reflect this” – well not over the last three years they don’t! Since 2013, the key satisfaction questions have provided results that show a marked decline from 91% in 2013 to 85% in 2016!HFB Survey Results

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The Consumer Code For Home Builders Is Failing New Homebuyers

PrintClose examination of the 2015 published case studies for Consumer Code for Home Builders Adjudication Scheme (CCHBAS) shows exactly what is wrong with the house building industry. It is now time for a New Homes Ombudsman to independently deal with homebuyers complaints and award justifiable and fair levels of compensation. At present, the maximum new homebuyers can claim using the CCHBAS is £15,000. The maximum compensation for “inconvenience” is just £250 – this being all that was awarded to a quarter (27%) of the successful claimants in 2015.

A total of 47 complaints made by new homebuyers were adjudicated in 2015. Of these, 41 were successful or successful ‘in part’ due to a total of 110 violations over 17 different Code requirements. Only one Code requirement (3.4) was not mentioned in any of the case studies.

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HBF mislead the public with misinformation, spin and ignorance on BBC Radio 4 “You and Yours”

“There are lies damned lies and statistics”…Mark Twain

HBF logo 1A spokesman for the Home Builders Federation (HBF) made some exaggerated, misleading and  untrue statements regarding homebuyers’ satisfaction and protection when interviewed for the BBC Radio 4 “You and Yours” programme on new-build homes aired on 2 March 2016. These merit detailed clarification and rebuttle.

The BBC reporter said that “the house building industry says that only around 1% of complaints are around serious issues, structural faults for example and that generally standards are very high.”  Even if true, it would still indicate that out of the 143,560 new homes built in 2015, “around” 1,435 will have structural faults that cannot be “guaranteed” not to crack, creak, crumble or fall down, requiring major remedial works. Often this means the new homeowner has to move into temporary accommodation as is the case with Evelyn Lallo who has been in ‘temporary’ accommodation since June last year whilst Taylor Wimpey carry out extensive remedial structural work.

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Interview For BBC Radio 4 “You and Yours” On New-Build Homes

BBC Radio 4Broadcast on Wednesday 2 March 12.15pm

Can we start by you telling our listeners a little about yourself?

I worked in construction management for 35 years. Having retired; I now provide help, advice and information for UK new homebuyers through my website brand-newhomes.co.uk. I have been campaigning for better quality new homes for over 10 years and I am currently lobbying Parliament for the introduction of a New Homes Ombudsman.

I’m really interested in the point you make about the rush for house builders to complete before the year-end. Are there certain times of year to avoid completing on a new build?

Yes. Avoid buying any new home that is due to be completed in May or June and November or December. This is the time when most of the plc house builders have their financial year-end or half-year either being best avoided at all costs, especially if the home is not plastered at least five weeks before the anticipated Legal Completion date.

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HBF National New Home Customer Satisfaction Survey 2015

The quality of UK new homes is getting worse

The Home Builders Federation (HBF) National new home customer satisfaction survey results and house builder star ratings for 2014 were released last month with a claim by the HBF that “Homeowner satisfaction with new homes remains high” Compared to what?

The HBF fail to highlight that, even by the methods used for the industry’s own in-house satisfaction survey, the latest results show even fewer new homebuyers would “recommend their builder to a friend” – down 4%. The number of buyers “satisfied” with the quality of their new home is also down 4%. The survey results indicate that the quality of UK new homes and the standard of service offered by housebuilders is getting even worse, not better. The number of new homebuyers who “experience problems” with their new homes is a staggering 93% – up 1% on last year. In other words, buy a new home and you are virtually certain to have problems with it

Defect barratt-lovely-edge-on-skirting-board

In the survey results for 2013, 46% of buyers found more problems with their new home than they had expected. The results for last year would appear to indicate that people buying a new home expected more problems – with 47% stating that the “number of problems were in line with their expectations.” – a 20% increase. The housebuilding industry has succeeded in managing customers expectations so well that the existence of defective workmanship, snags and faults, such as leaking pipes, creaking floors, garden flooding and more in their new homes has become normal, expected and is perceived by both industry and customer as unavoidable. Clearly this is as wrong as it is unacceptable.

As in previous years, the HBF try to promote the myth that levels of customer satisfaction have improved year on year and that UK new homes are better than ever.Taylor Wimpey 9 months small size

It would be better to inspect and prevent defects rather than carry out remedial works after buyers move in. The works above were finally being done by Taylor Wimpey – 9 months after the buyers first moved in!

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