It is understood that the firms are talking about launching the site next year as a way of combining e-commerce, marketing and customer services. Those thought to be involved include Berkeley Group, Westbury, Redrow, Wimpey and Bellway. The plan for the web site was first revealed in Building in March.
As well as maximising the housebuilders’ commercial clout with suppliers, it is understood that the taskforce has recommended the creation of a one-stop Internet shop that would offer a range of services to homebuyers, possibly including a mortgage and help with selling houses.
The latest development is a significant extension of the site’s capabilities. It was initially thought that the site would be used for selling homes and advertising DIY products. However, some of the larger players felt that there were other ways they could use the site to improve business.
One housebuilder said: “The web site isn’t just about housebuilders selling homes. We rely too much on middlemen in this industry and the idea of the web site is to get rid of some of the middlemen. That means we want to work together and buy directly from manufacturers, just like the car industry does, and offer mortgages direct to buyers.”
Another added: “Web technology offers us a unique opportunity for a different relationship between us and our customers, and our suppliers. We have a very traditional supply chain and there is scope for improving that and reducing our base costs.”
The housebuilders have been in talks with a number of companies that have approached them with offers to set up the service, including Schroders, Deutsche Bank and CGU, which recently acquired on-line estate agent UK Property Gold.
The taskforce is expected to recommend a company from among these with the aim of taking the scheme forward within the next four to six weeks.
Insiders at the major housebuilders said the current favourite to launch the site was CGU. One said: “They’re very well established and have a good understanding of what the industry wants. Housebuilders said Schroders, the early favourite to launch the scheme, was not offering enough of an incentive to housebuilders.
