Awards are fine, but do your own research
October 28th, 2006Talk to residents at a builder’s previous project and check the Tarion website for information
By Desi Auciello, President of the Greater Toronto Home Builders’ Association-Urban Development Institute
In early September, I wrote about the similarities and differences between the various industry and third party builder awards programs. I promised that at the end of awards season, I would get back to you with any further insights.
Between Sept. 6 and Oct. 11, there were four different announcements from three organizations naming four local builders as “best of the best,” based on their respective methodologies, geographies and/or product types.
First off the mark was J.D. Power & Associates, announcing Mattamy Homes as the top-rated low-rise builder in the Greater Toronto Area market.
Next up were the Tarion awards of excellence, at which Tribute Communities won the large volume builder award and Great Gulf Homes won the highrise builder award.
A week later, the Ontario Home Builders’Association announced Mattamy Homes as provincial builder of the year.
And a few weeks ago, J.D. Power released its first-ever highrise builder ratings for the GTA market, with Tridel topping the ratings.
As an aside, whereas J.D. Power rates low-rise builders in 34 U.S. markets plus the GTA, ours is the first market where it has measured the satisfaction of condominium buyers — that’s just how important highrise has become as a market segment in the GTA.
In any event, the common thread among all of these builders is they are all previous winners of our association’s home builder of the year award.
Great Gulf happens to be the reigning and only repeat winner of our award (it also won in 2002).
My point is, that whether the awards are industry-based or independent, there is a remarkable consistency in the results, a trend that holds when you look beyond the winners to the finalists. For example, Tribute and Great Gulf ranked second and third respectively in the J.D. Power low-rise builder ratings.
Taking a closer look at the J.D. Power highrise builder ratings, I notice that the market average score was 588 points,compared with 664 for the low-rise builders, and that where 59% of low-rise buyers were either satisfied or very satisfied with their new home builder, just 42% of highrise buyers felt that way.
So, while I congratulate Tridel and all the above-average rated highrise low-rise builders, the survey results leave plenty of room for improvement, particularly when compared to the 34 other U.S. markets in which J.D. Power rates home builders.
That said, we ran the RealNet Canada Inc. sales numbers for the 21 rated low-rise builders and it turns out that they represent only half of the low-rise housing market.
We subsequently ran the RealNet data for the nine rated highrise builders and they are producing fewer than 30 per cent of total highrise unit sales.
Combining low- and highrise sales, J.D. Power-rated builders account for an average 42% of all sales.
In other words, there could be any number of builders (representing 58% of our sales volume) that are as good or better than the rated builders, who didn’t make the list, based on J.D. Power’s requirement of a minimum of 50 completed surveys per builder.
So, with awards season having come and gone, I reiterate my advice to homebuyers that while awards are a reliable indicator, there remains no substitute for due diligence in researching your builder.
Check your prospective builder out on the website of Tarion Warranty Corp. (http://www.tarion.com, find a builder) which provides information on all builders, big and small, low- or highrise.
Talk to occupants in the project or previous developments. And last but not least, read the agreement of purchase and sale yourself and have the agreement reviewed by a lawyer before you sign it.
For further information on the new homebuying process, visit http://www.newhomes.org.
Do you have a question about the home building industry? Email Desi Auciello, president of the Greater Toronto Home Builders’ Association-Urban Development Institute at president@gthba.ca or fax 416-391-2118. The views expressed here are those of the GTHBA-UDI president.
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