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Construction Sales and Marketing Newsletter
May 2013

Greetings!

Welcome to this month's edition of the Construction Sales and Marketing Newsletter. Although Q1 construction output figures are at their lowest since Q4 1988 we are beginning to see signs of recovery from the housing sector, offering some hope for the construction industry as a whole. In our articles we focus on communicating with construction industry decision makers, pre-viewing the 2013 Construction Media Index report, to be released this June. And look at understanding the different players in the industry, this is the first in a series and reviews Architects.

Construction market activity

The ONS released its Output in the Construction Industry figures for March and Q1 2013 earlier this month, these figures show that the total volume of construction output was down 2.4% in Q1 2013 compared to Q4 2012, its lowest level since Q4 1988. This poor performance also held back GDP, with preliminary estimates for Q1 2013 up 0.3% for the economy as a whole. Although construction performed badly, partly due to poor weather, the housing sector is starting to show signs of recovery with starts up 7% in Q1 helped by the various government initiatives. However this recovery is taking place mainly in the South East. The CPA forecasts that this year onwards will see steady growth in housing (from a very low base).

 

The Nationwide House price Index has reported that there was very little change in average house prices during April with a 0.1% decrease, which brings house prices to just 0.9% above April 2012. The Halifax House Price Index shows that in April 2013 house prices increase by 1.1%, following a rise of just 0.4% in March, house prices in the 3 months to April were 2.0% higher than in the same 3 months a year earlier. With the housing market showing mild signs of recovery Crest Nicolson have announced a 9% increase in housing completions in the 6 months to April compared to the same period in 2012. However it is not all good news as Balfour Beatty have announced a 23% drop in construction revenue so far this year.

 

The Education Funding Agency announced that it is to raise £1.75 billion for privately financed schools work, through a PF2 funding model. However the EFA have also said that it will take 15 months for the funds to reach financial close, meanwhile £700m of capital funded development has been announced for work on 78 schools.

Regulations & initiatives - quick update

A £6 million renewable heat competition has been launched by the government to help registered providers of social housing to install heat pumps, solar thermal panels and biomass boilers. You can also learn more about how RSL's plan to upgrade energy efficiency in Competitive Advantage's report Social Housing Energy Efficiency.

 

The government has also announced a doubling of the value of subsidies paid for installation of renewable heat schemes as part of its Renewable Heat Premium Payment. The scheme has already been extended to run until March 2014, when it should be replaced with the Renewable Heat Incentive.

 

The Civil Engineering Contractors Association have published a report Securing Our Economy: The Case For Infrastructure where they present reasons why the government should invest in infrastructure.

 

The NHBC Foundation have published a report Designing homes for the 21st Century - lessons for low energy design, which looks at how to improve processes and decisions to achieve cost-effective, robust and functional low energy design.

 

The Federation of Master Builders has published its Strategy for the Low Carbon Building and Refurbishment Market with the objectives of developing knowledge, creating opportunity and increasing participation.

Communicating with Construction Industry Decision Makers
The construction market is complex, with many influences and drivers. As a result it is often hard to know where to start when selecting communication channels. Last week I presented at the CIMCIG seminar: Communicating with Construction Industry Decision Makers. I presented a summary of the Construction Media Index report findings. The report, now in its third year, is the only impartial research published for the construction industry on traditional and digital communication channels. In this blog I give an overview of the event, with a summary of the key messages.
  
Competitive Advantage will shortly commission research into what architects want in terms of technical support.
Tell us what you want to know by completing our online form.
Understanding the different players in the industry - Architects
Over the coming months we will be publishing a series of blogs looking at the different players in the industry. We hope that this will give you a clearer view of the complexities of the construction industry and how the different members of the project team work together. The first in the series will look at the role of the Architect. Read the full article.

What's being said - a round-up of useful marketing items

The Value of Blogging

The Construction Products Association Blog has just been launched, which is timely as the CIMCIG blog provides an article on the value of blogging. Live blogging/tweeting is another valuable tool, which Su Butcher put to use at the recent Digital Comms seminar, providing the content to a wider audience. We have also provided a blog review of the CIMCIG seminar Communicating with Construction Industry Decision Makers; at which we pre-viewed the 2013 Construction Media Index research, which reported that over 50% of respondents regularly read blogs.


Social Specification

There has been some publicity around the creation of Social Specification, an innovative way of using Twitter to promote building products that is being managed by Specifiedby. More information about how it works can be viewed online. There have also been a number of articles reviewing the benefits for building product manufacturers and the benefits of 'social specification'.

  

Creating Winning Bids - a book by Basil Sawczuk

Creating Winning BidsAlthough written with the design professional in mind there are concepts that anyone involved in the preparation of proposals would benefit from. Those such as the specification sales person, who sell to architects and engineers would also benefit from reading the book as they would get a better understanding of the bid process. The book is clearly set out and easy to read with a handy Summary Checklist at the end of each chapter. Read the full review

Forthcoming events

For a full listing of forthcoming events visit our website.

Chris Ashworth Competitive Advantage Consultancy Ltd

 

Phone: 01276 503539

 

Email: chris@cadvantage.co.uk 

 

Twitter: @CompetitiveA

 

Web: www.cadvantage.co.uk

 

Blog: www.cadvantage-blog.co.uk

 

LinkedIn group: Construction Sales & Marketing

In This Issue
Construction market activity
Quick update on government regs
Communicating with Construction Industry Decision Makers
Understanding the different players in the industry
What's being said
Forthcoming events
New Webinar

Communication Channels for the Construction Industry

A preview of the 2013 CMI Research

50% off CMI 2012 Report, prior to the release of the 2013 issue!
eBook
Market Research that informs your business strategy
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We will shortly commission research into what architects want in terms of technical support.

Tell us what you want the research to cover by completing this short online form.
 
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