How promoting Code compliance can boost your marketing

By Noel Hunter OBE, Chair of Consumer Code for Home Builders

Promoting your commitment to the Consumer Code for Home Builders can help give buyers confidence that they will receive a good service, and that help is available should they need it. Not only that, by following the Code compliance guidance, you’re more likely to provide a good customer experience which reflects well on your overall reputation.

The latest edition of the Code sets out requirements builders operating under our Code must meet. This includes clearly displaying the Code logo at site sales offices, including those of your appointed selling agents, and in sales brochures and websites, as well as giving a copy of the Code to home buyers who reserve a home. But there’s a difference between complying with the requirements and actively embracing excellent customer service.

Maximising the benefits of Code Compliance

Here are some suggestions to promote your commitment to the Code:

• Showcase your support: Add a section on your website covering how you support customers, include details of your commitment to providing excellent service, backed up by your membership of the Consumer Code scheme.
• Make reservations transparent: Publish an example of your reservation agreement on your website, with helpful information about the 14-day cooling off period introduced from January 2024. Remember to explain the process for refunding some or all of the reservation fee after the 14-day period, including the range (in monetary terms) of any fee that may be retained to cover administrative expenses should the reservation be cancelled.
• Link to Code marketing materials: Share the Code’s explainer videos and blogs on your website, showing you’re proud to promote good customer service. You could also print off our consumer leaflet and include it in your sales packs so every homebuyer knows straightaway what help is available.
• Engage with the Code on social media: Follow the Consumer Code on LinkedIn and X, and retweet and comment on posts which demonstrate your commitment to providing a great service.
• Keep staff training up to date: The Code provides free training for customer-facing staff (including agents and solicitors) which must be updated annually to help you comply with the Code. Why not add a note on your website and social media, and in your sales offices, announcing how many of your staff have completed the training or display the certificate showing the online training has been passed?

Remember the role of agents and conveyancers

Did you know builders can be liable for mistakes made by agents in the selling of new homes? When it comes to providing enough pre-sales information, and clear and truthful sales material, your agent has a big role to play.

Keeping licenced conveyancers/solicitors informed can help give your home buyers confidence that any advisers you recommend are committed to delivering great customer service and know exactly what purchasers are entitled to throughout the pre-sales, sales and post-completion process.

Help agents and licenced conveyancers/solicitors help you deliver great customer service by:

• Ensuring that they complete the online training
• Keeping them informed about Code news – especially the Code’s annual report and the independent report on complaints provided by the Centre for Effective Dispute Resolution. The case study examples are a great way to learn dos and don’ts.
• Ensuring that agents selling properties on your behalf include the Code logo on their website and sales offices and that the Code leaflet is given to prospective purchasers.

The above are just some of the ways to demonstrate your compliance with the Code and you may well have others. Share your ideas with us on LinkedIn or X and we’ll like and share your posts.

You can also visit our dedicated Resources Hub for home builders where you’ll find a wealth of advice and guidance on complying with the Code.