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Building Dreams: What Labour’s housing pledge means for the fenestration industry
Following the UK’s election results, our MD and founder, Andrew Scott, shares his thought on what Labour’s housing pledge means for the fenestration industry.
One of the starkest measures of economic performance over the last few years has come from the housebuilding industry, and the fact that nowhere near enough homes are being built to keep up with demand. In part this has pushed up prices to the point where affordable ownership or renting has become a complete contradiction in terms.
The new government has made a grand promise to build 1.5 million new homes over the next five years. It’s a bold target indeed, and a step in the right direction as far as addressing the housing shortage goes. For those of us in the fenestration industry the news can only be welcomed, as it equates to a lot more work all round. But is it realistic, and what might be the drawbacks to such an ambitious scheme?
Labour’s housing ambitions: a closer look at the challenges
At first glance, Labour’s strategy looks well-considered. There is a pledge to protect greenbelt by building on ‘grey belt’ sites – disused spaces and former industrial sites, among others – and more than adequate provision for affordable housing. With a series of ‘new towns’ also planned, breathing life into forgotten corners while creating communities seems to be the ambition.
So far, so good. But as champions of the fenestration industry, we know that nothing is quite that simple. Two key issues facing the government are planning requirements and the shortage of skilled labour to work on construction sites.
The UK’s planning system
Firstly, the issue of planning. We can subdivide this issue into two areas for concern: a shortage of planning officials and the planning system itself. The government has promised to fund the employment of 300 new planners, which is all very well until you consider that this equates to an average of two new people for every local authority.
More problematic, however, is the need to overhaul the planning system. As anyone who has applied for something as simple as a kitchen extension will know, the system is unwieldy, bureaucratic and expensive. In recent years it has had to take issues such as zero carbon and biodiversity into account and while necessary, these are slowing down the process considerably. If the government is determined to achieve its target, a more streamlined and swifter approach to planning permission should be a priority right now.
The skills shortage
Then, of course, we have the well-publicised shortage of skilled labour. The UK needs somewhere in the region of 500,000 workers, including fabricators and installers, at present, and this could easily grow to meet the government’s new housebuilding demands. A massive recruitment drive will be needed if targets are to be hit and inevitably, a fair percentage of new recruits will need to come from abroad, making Labour’s post-Brexit headache just that little bit worse. Clear thinking, and a requirement to take potentially unpopular decisions about immigration numbers, will also be necessary to counter any drag in the government’s plans.
Fenestration industry: ready to contribute to housing boom
All that said, I count myself very much as an optimist and I do think that our sector can help match the government’s ambitions. Getting match-fit in terms of marketing should be a priority for fenestration companies who are ready and willing to take advantage of this building boom, seeing where they can pivot quickly when necessary.
Below are four quick marketing pointers to consider ahead of offers to tender:
Build relationships
Don’t wait until the last minute to start marketing. If you know about a potential big contract, consider initiating conversations with the decision-makers well beforehand. Build brand awareness and establish yourself as a thought leader in the relevant field.
Think strategically
Research the specific decision-makers involved and tailor your message to their needs and priorities. Highlight your company’s experience and success in similar projects, focusing on the value you bring to their specific challenges.
Show credibility
Winning a big contract is about trust and competence. Focus on showcasing your company’s expertise through case studies, white papers or testimonials from similar projects.
Stay on track
Understand the specific goals and challenges outlined in the contract and ensure your marketing demonstrates how your company can deliver solutions that directly address those needs.
If and when the government gets cracking on its plans, those companies who are on the radar will be the ones who benefit. Keeping up appearances now, via effective marketing and recruitment, will almost certainly pay off in the none-too-distant future – if, of course, we believe what the politicians say!
Work with a marketing agency which delivers results
At Purplex, we’re construction and home improvement specialists. We understand the unique challenges you face in reaching your target audience and driving qualified leads. We offer:
Industry Expertise
We speak your language, from SEO that targets local searches to content that connects with homeowners’ needs.
Proven Strategies
We’ve helped countless building, construction, and home improvement businesses achieve explosive growth.
Data-Driven Results
We track and analyse everything to ensure your marketing dollars are working hardest for you.
Interested to learn more? Schedule a free consultation with our team of experts today and discover how we can help to transform your business.
This entry was posted in Legislation and Regulations
