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N H I C . O R G . U K
Results of the Home Improvement COVID-19 Impact Questionnaire
26 March to 3 April 2020
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N H I C . O R G . U K
CONTENTS
Cover Page – Survey title and validity date
Page 2 – Contents
Page 3 – Introduction
Page 4 – Survey Question 1 - With home improvement companies being advised to
make their customer's homes safe and secure in order to stay at home due to
the COVID-19 outbreak. What level of consumer detriment has your
organisation noticed?
Page 5 - Survey Question 2 - Has your organisation identified any opportunism
targeted towards vulnerable households?
Page 6 – Survey Question 3 - Have any of your employees reported any
occurrences of being challenged from members of the public, denied
access to homes or any negative experiences as a result of media
reporting?
Page 7 – Survey Question 4 - As a result of the COVID-19 pandemic, what level of
cancellations is your organisation currently experiencing?
Page 8 – Survey Question 5 - Has your organisation been contacted by members of
the public / other organisations to complete work or repairs that have been
abandoned by others?
Page 9 – Survey Question 6 - When urgent repairs do need to be done how big are
the safety concerns - passing/contracting the virus - on the part of the
homeowner and/or the home improvement company?
Page 10 – Survey Question 7 - How seriously are homeowners and home
improvement companies taking this health threat?
Page 11 – Survey Question 8 - How much of a need is there for awareness building
regarding dealing with homeowner issues during the health crisis?
Page 12 – Survey Question 9 - Do homeowners have negative feelings towards home
improvement companies who haven't stopped operating?
Page 13 – Survey Question 10 - Do you feel that the sources of information
homeowners and tenants are accessing are both reliable and current?
Page 14 – Survey Question 11 - Are you relying on Social Media as an information
source? If something else please comment below.
Page 15 – Conclusion – Next Steps
Page 16 – Contact Details
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N H I C . O R G . U K
INTRODUCTION
The Voice of Home Improvement since 1974.
Since the early 1970’s the NHIC has strongly advocated home modernisation in line with energy
efficiency and carbon reduction targets and plays a major role in raising the standards in the home
improvement industry.
Through our corporate and associate membership options, the NHIC represents almost 100,000 businesses carrying out millions of home improvement jobs each year. Representing 100's of trades and sub trades our membership contributes over £13Bn each year to the UK Economy. This makes the NHIC the most representative and influential body for Home Improvement professionals in the UK. The true voice of home improvement. There remains much to be done in terms of improving existing homes and new challenges to address, such as the demographic demands of an increasing and aging population, energy efficiency, carbon emissions, fuel poverty and the ever-present concerns regarding an ageing workforce and skills shortage, the need to raise awareness and standards of home improvement is never ending. Members of the NHIC not only make a real contribution to the future development of the nation's homes they also help stimulate the economy in their own area of expertise.
Coronavirus. Global Pandemic: National Challenge
Since the official stay at home guidance from government on 23rd March 2020 the home improvement industry along with sister organisations in new build housing and wider construction has seen unprecedented change. Initially advice was unclear as to whether construction workers were seen as key workers and whether sites could stay open. More clarity was provided on 31st March by Business Secretary Rt Hon Alok Sharma, MP when he confirmed that’s sites should stay open, but only if they can consistently adhere to Public Health England’s guidance on social distancing. As a result many home improvement contractors, supply chain manufacturers and supporting industries safely and securely closed firstly their sites and then their doors. The NHIC carried out this digital survey from 26th March – 3rd April 2020 to provide a snapshot of the initial impact of the virus and resulting lockdown. 596 responses where received and they form the body of the following report.
Anna Scothern. Chief Executive NHIC
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N H I C . O R G . U K
QUESTION 1 – With home improvement companies being advised to make their customer's homes
safe and secure in order to stay at home due to the COVID-19 outbreak. What level of consumer
detriment has your organisation noticed?
Additional comments:
1. The retail market and trade channel for bathroom products deteriorated rapidly last week.
2. People are doing the right thing and isolating themselves.
3. Customers are accepting of the situation and realise they just have to wait
4. We noticed a significant drop in demand, we had been averaging 20 enquires per week this has
now dropped to 1.
The data collected at the initial stage of the lockdown is clearly demonstrating that the risk of
consumer detriment is high as a result of the current COVID-19 pandemic.
It has also been noted that some customers are demanding non-essential works to be
completed, when this violates the restrictions of the “stay-at-home” and “social distancing”
restrictions.
Concerns regarding the ongoing impact on consumers/householders, are they being
compromised in terms of over-charging, poor-quality installation or non-compliant products?
NHIC Plan to repeat survey in minimum four weeks.
Concerns also raised regarding what happens next? Following lockdown, will it become a free
for all? The risk to potential consumer detriment is significant.
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N H I C . O R G . U K
QUESTION 2 - Has your organisation identified any opportunism targeted towards vulnerable
households?
Additional comments:
1. Yes, companies offering to finish unfinished work
2. We believe this will increase going forwards.
3. Believe this is an opportunity for unscrupulous traders to exploit the situation
At this stage (early on in the pandemic and week one of lockdown) little opportunism has been
reported. However, it is felt that this will increase as time goes on.
As well as a risk of opportunistic rogue traders filling the gap left by professionals who are
adhering to social distancing rules there are also examples of opportunistic householders
demanding trades people complete or start non-essential works.
Growing anecdotal evidence of some householders using COVD19 as a reason for delaying
payment or cancelling part completed works leaving contractors at risk.
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N H I C . O R G . U K
QUESTION 3 – Have any of your employees reported any occurrences of being challenged from
members of the public, denied access to homes or any negative experiences as a result of media
reporting?
Additional comments:
1. Yes, lots of social media abuse of factories remaining open, despite producing essential products
needed to maintain hand hygiene, and keep NHS and care homes running.
2. Abuse from a neighbour when colleague tried to access property to make safe prior to closing the
site down.
3. We have, but this has now faded away due to the fact that we have been locked in for a week
now
4. Public shouting at staff that they should be staying at home... staff only trying to do a good job.
Clearly at this early stage in the lockdown process there is an understandable lack of
understanding about what can and cannot be done by home improvement companies by the
public and contractors. It is hoped this will weaken as everyone gets more used to the rules of
lockdown.
Government has stated that Construction an important part to play in staying open, but the reality
of being able to do so while adhering to social distancing and safe working is almost impossible.
Unclear messaging from government as to whether or not they can claim insurance or government
support if close.
Social media trending #shutthesites. It is proving very difficult to adhere to 2m social distancing.
Health & Safety issues around heavy lifting as individuals cannot share the lifting due to social distancing.
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N H I C . O R G . U K
QUESTION 4 – As a result of the COVID-19 pandemic, what level of cancellations is your
organisation currently experiencing?
Additional comments:
1. We ourselves have cancelled or postponed several events.
2. All jobs cancelled
3. No cancellations just delays then I have been getting payments from customers for their windows
and other products to keep our cash flow going that is if I have already purchased their windows or
other materials and customers are very understanding of this and want to help
4. Cancellations is a bit strong as we take deposits on our installations orders but we have had
to/been asked to postpone almost all of our planned works.
5. 50 odd a day cancelling Direct Debits, downstream impact of this is going to be massive
6. Only where necessary as a result of government guidelines and restrictions
7. Some customers are delaying or postponing permanent fulfilment works until a later date
(between 2 weeks & several weeks).
QUESTION 5 - Has your organisation been contacted by members of the public / other organisations to
Showing that a significant number of contracts are being cancelled. The knock-on implications
of this are extensive and far reaching the longer lockdown continues. Implications are not just
for the physical work being carried out, but also for the support services such as insurance
backed guarantees, financing and ongoing maintenance contracts.
From the consumer perspective - stick with your current provider, work with them and build
rapport / keep relationship alive, support each other while adhering to social distancing rules so
when work can commence safely it can do so with more ease.
Question links to long term confidence in the market place.
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N H I C . O R G . U K
QUESTION 5 – has your organisation been contacted by members of the public / other organisations
to complete work or repairs that have been abandoned by others?
Additional comments:
1. One job but I decided not to attend as not essential.
2. I think abandoned is the wrong word we have left jobs unfinished but that is because we were
told to stay in the house stay at home
3. No but we expect it to come
The impact is not fully realised yet as we are still in the early stages of the lockdown.
However, as householders start spending more time at home, and with work being unfinished it
is believed that patience will start to wear out and consumers will start demanding work be
completed.
NHIC Member FMB has issued guidance to its members regarding the possible impact of
coronavirus on current and future contracts - https://www.fmb.org.uk/media/54382/fmb-
contractor-checklist_-30-3-20.pd
. Demonstrates the importance of trade associations and membership bodies at this time to
provide trusted advice to the thousands of local professionals and small builders trying to make
sense of government guidance and advice during the COVID 19 pandemic
NHIC
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N H I C . O R G . U K
QUESTION 6 - When urgent repairs do need to be done how big are the safety concerns -
passing/contracting the virus - on the part of the homeowner and/or the home improvement
company?
Additional comments:
1. All members are employing social distancing requirements in factories and on jobs.
2. I do not want to risk receiving or passing on any virus.
3. We are not visiting anyone's homes as we have closed for at least 3 weeks.
4. Generally ok as long as customer and contractor adhere to government guidelines.
5. Mitigated by precautions inc. PPE & social distancing.
6. We need guidance on this.
This is clearly showing that there are safety concerns, but that these are currently being
managed by following social distancing guidelines and correct use of PPE.
Some feel more guidance is required on this and the longer lockdown continues the harder
PPE will be to come by.
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N H I C . O R G . U K
QUESTION 7 - How seriously are homeowners and home improvement companies taking this
health threat?
Additional comments:
1. It’s a mixed bag. It appears that some of both categories are trying it on.
2. Yesterday’s announcement on self-employed may change this
3. I think the message has finally started to sink in...
100% of respondents confirmed that the health threat is from COVID19 is being taken seriously
by both householders and home improvement professionals.
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N H I C . O R G . U K
QUESTION 8 - How much of a need is there for awareness building regarding dealing with
homeowner issues during the health crisis?
Additional comments:
1. There is plenty of info out there and most companies are emailing their responses to the situation.
2. No need everyone knows the situation
3. Homeowners need to know what they can expect to be done and when...
Most feel that there is enough information about, but there is a need for understanding on
what that information means and how to interpret that for safe working.
NHIC Members are supporting their members providing support and guidance during the
pandemic.
However, it is felt that the government guidance to ‘keep sites open’ should not be a one size
fits all policy. There needs to more refined government guidance, underpinned by advice on
what should be done and how businesses can access their insurance or take advantage of
government schemes.
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N H I C . O R G . U K
QUESTION 9 - Do homeowners have negative feelings towards home improvement companies who
haven't stopped operating?
Additional comments:
1. Social media suggests that is the case according to member feedback
2. Not sure about this one. We have stopped all works. But not sure about other companies
3. Yes, they do on the Tuesday the morning after the Prime Minister’s speech our main experienced
people shaking their heads at them when they were driving the works van.
4. I'd say it’s 50/50 as the priority for some customers is getting the work completed
5. Yes I think so. Need some way to make it clear they are operating under government guidance
and social distancing rules
Sadly, here the data is showing that for those companies that have continued to work, often
supporting essential key workers, or making safe contracts the response has been fairly
negative from the public. Many have faced verbal abuse and attacks on social media.
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N H I C . O R G . U K
QUESTION 10 - Do you feel that the sources of information homeowners and tenants are accessing
are both reliable and current?
Additional comments:
1. Government information is proportionate, but difficult to navigate (don't blame them for that and
the interface on the website is as a good as it can be). The media is 'route one' for most people and
they seem to be reporting with hyperbole whenever there is an opportunity to do so. Social media
is even worse.
2. With the situation very fluid, yes as can be expected.
3. Hard to say as there are some very mixed messages out there from government and industry -
specifically from HMRC suggesting that the furlough scheme will only be available for qualifying
businesses where working at home is not possible and even then, that workers can go into consumer
properties if they observe social distancing.... how do you effectively do that in someone's home
when you are working on it?
4. Too much fake news
5. The pace at which the crisis is moving means it is often difficult for the authorities to consider
every eventuality, which can lead to a further clarification being required
6. Yes if UK based. Concern is lots of news on social media is international and so messages can
get mixed.
At this early stage of the pandemic news was coming from all over the world, and with each
country responding in its own way it was difficult to navigate the UK rules.
However, with the Government WhatsApp group and clear daily press sessions with key
government officials most people now are trusting the advice and have clarity on what the UK
Government want householders to do, but not for construction and home improvement
tradespeople.
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N H I C . O R G . U K
QUESTION 11 - Are you relying on Social Media as an information source? If something else please
comment below.
Additional comments:
1. I don’t really believe anything on the news anymore, it’s all fabricated lies.
2. LinkedIn to a limited extent. Seeking advice direct from HMG and trusted sources. NB. Answers supplied
from context of Bathroom Manufacturers Association
3. I rely on the evening news on TV.
4. .GOV website and NAPIT (trade association) bulletins.
5. BBC and media doctors, e.g. Sarah Jarvis.
6. I do trust social media, I prefer info from the companies I deal with and the main news channels.
7. BBC, Industry, Independent, Guardian
8. I rely on what others are saying and the guardian
Feedback here shows that two thirds of respondents are regularly using social media to access
their news and information and that they view Government sources, the BBC / trusted media and
trade press as trusted sources along with their sector trade association and membership body.
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N H I C . O R G . U K
CONCLUSION
The survey shows
• 85% increase in consumer detriment as a result of COVID19 pandemic
• Two thirds of home improvement professionals and supply chain manufacturers have
received abuse, either online or face to face from the public for staying open to complete
essential works while adhering to social distancing
• 50% believe opportunism by rogue traders who are neglecting social distancing and targeting
vulnerable households is a significant risk
Consumers (home owners and tenants) are clearly vulnerable as a result of COVID19 and at risk of
falling foul of
• Rogue traders (over charging, underperforming)
• Grey economy shortfalls
• Non-compliant products and or installations
Home improvement and RMI companies, installers and supply chain manufacturers are vulnerable
as a result of COVID19 and at risk of falling foul of;
• Cash flow implications from the stay at home guidance
• Going out of business
• Loosing valuable skills and resources due to having to lay staff off
As a result, the sector is under significant strain and under unprecedented risk to future failure as a
result of
• Reputable companies going out of business
• Trade associations and membership support organisations going out of business
• Sector being flooded by un trained, unskilled workers from other sectors who find themselves
out of work following COVID19 layoffs
RECOMMENDATIONS
• The survey should be completed at least every four weeks during the COVID19 pandemic
• Clearer guidance on exactly what needs to happen in order for sites to be allowed to stay
open. The guidance should not leave room for interpretation but guide and protect all parties
during this period of uncertainty and when getting back to normal operations post the
pandemic lockdown period.
• Consumer detriment a significant risk, NHIC to be tasked with creating a consumer
detriment/protection group to work alongside its established cross industry council to
establish the level and implications of COVID19 detriment and work to take early action to
mitigate and support all households especially those which are vulnerable
• Home Improvement and RMI sector support should be prioritised alongside mainstream
construction, engineering and new housebuilding
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N H I C . O R G . U K
NHIC MEMBERS
Contact NHIC, International House,
142 Cromwell Road, Kensington,
London, SW7 4EF
Tel: 0333 022 0387 Email: [email protected]
Social To join the conversation on social media, search
for @TheNHIC #RaisingStandards #HomeImprovementMatters
Address National Home Improvement Council
International House
142 Cromwell Street,
Kensington, London, SW7 4EF
T: 0333 022 0387
W: www.nhic.org.uk
S: @TheNHIC
N A T I O N A L H O M E I M P R O V E M E N T C O U N C I L
