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The UK private housebuilding sector: social media perspectives

Nigel Craig (Department of Construction and Surveying, Glasgow Caledonian University, Glasgow, UK)
Nick Pilcher (The Business School, Edinburgh Napier University, Edinburgh, UK)
Rebecca MacKenzie (Department of Construction and Surveying, Glasgow Caledonian University, Glasgow, UK)
Chris Boothman (School of Engineering, University of Central Lancashire, Preston, UK)

International Journal of Housing Markets and Analysis

ISSN: 1753-8270

Article publication date: 24 August 2020

Issue publication date: 23 June 2021




The UK private housebuilding sector is the key supplier of new-build homes for customers, constituting a fifth of the entire UK construction industry. Yet, despite the high average cost of houses, and official reports advocating improvement, the sector remains blighted by criticism and a negative image of its quality. However, social media now offers customers new sources of advice and information. In this context, the purpose of this paper is to analyse social media forum posts from new-build homebuyers to reveal perceptions of the industry and illustrate the value of such data for others.


This paper presents and thematically analyses 147 comment posts from nine online Facebook forums under the themes of safety; standards; quality; workmanship; customer service; finance and money; advice; National House Building Council; ombudsman; and page closures.


Customers express frustration, anger, feelings of neglect and of an abdication of responsibility by the sector. Fundamentally, change is suggested at a systemic level, and it is urged this occurs through powerful and independent bodies.


To date, social media data has not been analysed in the context of the housebuilding sector. Yet, such data is key not only for its open and wide-reaching nature but also because it can be incorporated into government reports. It is hoped such data will be used by the new home ombudsman the UK Government hopes to establish in 2020 and help rectify many of the performance issues experienced and protect homebuyers.



Craig, N., Pilcher, N., MacKenzie, R. and Boothman, C. (2021), "The UK private housebuilding sector: social media perspectives", International Journal of Housing Markets and Analysis, Vol. 14 No. 3, pp. 538-554.



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