Home Improvement results 2016 and 2017
We receive an average of +/- 75 reviews per quarter.
The average value of work done is around £3,000
The total value of Home Improvement work is some £200,000 per quarter, and over £1m since the start of the scheme.
2/3 of all reviews are from clients in their 60s and 70s
The average value of work done is just over £2,000 for most age groups (including customers in their 60s and 70s) but is particualrly high for the 40s and 50s age groups due to a small number of large contracts.
A third of all reviews are from customers that have never used the business before, and another 10% are from customers who promptly use the business again. This shows the value and importance of the Trusted Trader scheme as a way of giving consumers confidence to trust scheme members when making important decisions that may involve large sums of money. Of equal significance is the fact that more than a quarter of all reviews are from consumers who have known the business for 10 or more years, showing that the scheme has enrolled reputable businesses with an established customer base.
Service is most highly rated, and value lowest rated, by almost every age group. Ratings are nevertheless high throughout, especially from customers in their 30s, 40s and 50s. Above that age (and bearing in mind that this is 2/3 of the reviews) ratings are lower. Quality drops from an average of 9.8 to 9.6 and value drops from 9.7 to 9.5 and 9.4. So it is apparent that customers in this age group are "harder to please", but still give very good ratings overall.
It is usual to see higher values in orders placed by returning customers. In this case the high values shown for customers after up to 10 years is affected by a small number of very large orders, but it does emphasise the huge potential value to businesses from building a relationship with their customers.
The average value of Home Improvement work is £3,700. The chart above shows that this average consists of 55% under £1,000, with ever increasing amounts including 4% over £20,000.
The chart above shows that much of the work under £1,000 is for relatively small amounts. 2/3 is under £200 and 1/3 is in the range £50-£100.
Women write more than half of all reviews.
This difference is most marked at younger age groups - indeed women account for 75% of reviews from customers in their 30s. The proportions are more evenly matched for people in their 60s and 70s. This may perhaps be due to more women being at home during the day when tradesmen call, or perhaps a greater willingness to take the time to write a review.
96% of all reviews are collected via Freepost forms and this is governed mainly by the simplicity and popularity with businesses. The chart above shows that only 5 of the 27 members use online reviews at all, and these account for only about 10% in most cases.
Ayr naturally accounts for the majority (30%) of reviews, with Minishant a close second due to an active member based there.
Referenceline has developed a Code of Practice for each type of business and for Home Improvements, business are expected to adhere to the following principles:
Before starting work, did the firm explain
- Charges: The charges including labour, materials, callout & VAT (as appropriate)?
- Timing: When the work was expected to start and finish?
- Payment: How to pay (e.g. cash, cheque, etc.)?
During the work, did the firm
- Reliable: Keep their promises, explaining and agreeing any changes about the work, costs or timing where necessary?
On completion, did the firm give you
- Invoice: An invoice showing the cost of materials, labour and VAT?
- Guarantee: A guarantee for a specified amount of time, or usage (where applicable)?
The chart above shows compliance of over 90% in each case, with the exception of the Guarantee This is consistent with our experience in other areas.