Construction Marketers Challenge: 5 steps to correct the MMC image problem
Author: Debansu Das ZED PODS
Debansu Das, Business Development Director at ZED PODS, takes a look at how MMC could improve its image.
The recent announcement from Homes England that large numbers of affordable homes will have to commit to using Modern Methods of Construction, in at least 25 per cent of pipeline, means that MMC can play a big part in the future growth in the UK’s social housing stock.
This is a huge opportunity for the sector, but we can’t afford to rest on our laurels and wait for the government leg-up; it’s time to seize the moment and get the message out there loud and clear. MMC can help to solve the escalating Housing crisis and the sector is ready for action.
Up until now we’ve had a problem with image, or maybe more so perception, entrenched in the minds of potential residents and those organisations responsible for commissioning new-build housing stock. The post war government embarked on a process of erecting pre-fabs to solve the housing crisis of the day, but they were aesthetically unpleasing and designed to last only ten years and, as a result, some of the quality standards left much to be desired.
MMC needs an image correction and the Homes England £11.5bn Affordable Housing Programme to promote off-site build, presents the sector with its biggest opportunity to date; particularly as Housing Secretary Robert Jenrick promised to make MMC central to the government’s programme to deliver ‘better and more sustainable homes.’
Out-dated perceptions can be tackled by using marketing tools such as awareness generation and consultation, and we don’t need to deviate far from these tried and tested methods. But given that decision making in a MMC residential scheme can be complex, early engagement and a well mapped consultation strategy is crucial to enable ’winning hearts and minds’ and giving people the opportunity to visit show homes and full-size demo units.
For generations we’ve driven factory-built cars; why not live in a factory-built home? We don’t build cars on our drive away, but we still use a thousand-year old traditional process of home building and somehow live with project delays, poor-quality construction, post-completion snagging issues. Time for a change in our outlook!
It’s so much easier to embrace change when you’re young!
If MMC is to shake off the pre-fab image, with relative ease, then it will be because the sector has successfully engaged the new and future buyers and renters. Young people are open to change; in fact they yearn for it in almost all aspect of life and they can see which way the wind is blowing.
Generation Z is passionate about the environment and about equality and inclusion, so this is the generation we must appeal to if the MMC sector is to gain serious and lasting traction and quickly. By engaging with schools and colleges we can infuse young blood into our developments and encourage early adoption to ensure a bright future.
MMC’s ability to construct net zero-carbon homes, by using the latest green technologies and construction methods, appeals to the young and the enlightened. And a move to shift the construction sector to a factory environment gives more opportunities for young women to forge a career in the industry.
The times, they are a changin’ and this could be MMC’s moment.
Five steps to correct the image of MMC
- Segment the market and identify early adopters: MMC will play a big part to help the government achieve its target of building 300,000 homes a year. Identifying the correct group of early adopters and stakeholders is the first step; student accommodation and affordable housing are growing markets and building awareness is easier with an open-minded audience.
- Create an aspirational solution: Cast out the ugly pre-fab image and introduce the picture of a light, spacious, sustainable and stylish home. A car has the same chassis but different design and the same is true for MMC. A collaborative process between architectural aspiration and manufacturing efficiency will be key to overcome many common barriers. An early engagement with all stakeholders is also key to bring modular projects into fruition.
- Focus on sustainability and safety: Mandatory carbon reporting is on the way for UK businesses and MMC can be ahead of the curve. Providing net-zero carbon and fire safety exemplar homes for residents who are passionate about the environment puts us ahead of traditional construction; and we can steal a march.
- Have a long-term positioning strategy: Kelloggs entered India 25 years ago and faced strong cultural values of Indian customers, so they positioned their product as healthy and nutritional and have won 60 per cent of the market. 21st century MMC is at that stage in the UK construction sector and our homes are good for people and good for the planet. This positioning needs underpinning by a well-funded modular business which can weather the long gestation sales and decision-making period. Continuous product development and a stringent testing regime which includes post-occupancy monitoring will help to provide evidence and grow confidence among target customers.
- Combine digital and traditional marketing activities: A solid content-led marketing strategy can reach both the stakeholders and the end users of MMC. Thought leadership, site visits and round table events can complement a communications campaign of blog, email and social media. A consistent and confident message will get through.