Home builders deliver fourth successive year of improved customer satisfaction



A national new home customer satisfaction survey has revealed a fourth successive year of improved results for home builders.

Iain Innes, MD Dandara East Scotland

The annual New Homes Survey by Homes for Scotland and the Home Builders Federation found that 91% of the customers would “recommend their builder to a friend”, the highest since the survey began in 2006.

Recent years have seen an intense focus on quality and customer service across the industry. This has resulted in consistent improvements across all the survey’s key question areas, improvements that have been maintained again this year despite the challenges posed by the coronavirus pandemic that saw sites closed and made accessing properties to carry out any aftercare work more difficult.

Results from the survey, which was sent to the purchasers of over 76,000 new build buyers across Britain, show that:

  • 91% of buyers would recommend their builder to a friend, the key question on which the ‘Star Ratings’ are based, up 2% on last year and up 7% since 2016.
  • Over 92% of those who bought a new build home would buy new again.

Homes for Scotland chief executive Nicola Barclay said: “The survey demonstrates that the industry is delivering an excellent level of service in the opinion of over 90% of its customers. That this level of satisfaction has been delivered during a pandemic that saw sites closed and builders unable to access homes for a period makes it even more of an achievement. The industry remains committed to maintaining the significant progress of recent years and fully supports moves to put an independent New Homes Ombudsman in place to strengthen customer protections and continue to drive up standards.

“My congratulations to all of our members celebrating success today.”

Stewart Baseley, executive chairman at the Home Builders Federation, added: “The survey demonstrates that the industry is delivering an excellent level of service in the opinion of over 90% of its customers. The fact that we have seen four successive years of improved satisfaction levels shows the clear focus builders have been putting on the customer. That this level of satisfaction has been delivered during a pandemic that saw sites closed and builders unable to access homes for a period makes it even more of an achievement.”

In its first year of participating in the survey, Scottish independent developer Dandara has achieved five-star status as the company seeks to expand its housebuilding arm of the business. With notable developments throughout Scotland and a proven track record in the Isle of Man, South of England and Jersey, Dandara is embarking on its next phase of growth across Scotland.

For Dandara to have been awarded the maximum 5 stars means that over 90% of its customers would recommend their homes to a friend (in the period from April 2020 – March 2021).

Iain Innes, managing director of Dandara East Scotland, said: “To achieve a five-star rating in our first year of entering is testament to the customer experience, build product and quality, which has been part of Dandara’s DNA in Scotland for 15 years. It is great to have this recognised by our Scottish customers who sit at the heart of everything we do. Despite the challenges of the pandemic over the last year we have remained committed to our customer care.

“In 2021, we have kickstarted the year with a raft of new site acquisitions throughout East Central Scotland, and it is our ambition to build and sell five-star quality homes across more of the Central Belt than ever before.”

Perth-based housebuilder Stephen was among the firm to regain its ‘Five Star’ status.

The firm was rated on the entire client journey, from the service provided by the sales team through to the handover process and after-sales service provided by the firm’s dedicated Customer Care Manager. Buyers are also asked to rate their builder on the provision of storage, design, layout and ‘kerb appeal’ of their new home. 

John Stephen, managing director, said: “As a family firm based in Perth for over 80 years, our reputation is everything but what’s important to us is the evidence which backs up that reputation. We listen closely to feedback from those who matter the most – the customers who have chosen to invest in a Stephen home.

“Having their five star endorsement is the ultimate recognition for what each and every one of us focus on day in, day out – getting both the product and our customer service right. Their feedback also shapes where we go from here, helping us shape and improve future design and development of our product and retaining that focus on customer satisfaction.”

Nicola Barclay added: “This is a tremendous achievement for Stephen, particularly given the challenges of the last year, and exactly why we worked so hard to have the Five Star scheme extended to companies like it which only build in Scotland.”



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