RE: 52 week SP highs24 Jul 2019 09:46
Hi, Nige. Check my logic and tell me if I'm wrong.
Let's use specific numbers. Assume the exact same number of houses are built, and they are built at the same speed as before, and all the houses sell for the exact same price they would have sold. The only thing that changes is the timing of sales.
Now, let's say sales are 10% lower in the first half of the year because they are selling houses later. The second half of the year, those 10% of house sales that were deferred come through. But, 10% of the ones that would have sold are sold later, so they are now deferred. In the second half of the year, then, it's a wash. First half of the next year, the same applies -- you've kicked 10% of the last half's sales into this half and 10% of this half's sales into the next half, and so on.
If that's true, then a policy of delaying opening sales on a site is a one-time hit to revenue, in the period in which you make the shift. Every other period will be a wash. That hit to revenue will mostly be a hit to profit, because you still have all the expense of building the houses. But it's only one time.
It improves customer satisfaction because it decreases the chance that customers have an expectation of something that doesn't materialise. They are buying a house they can see rather than one they are dreaming about.
So I see this part of the quality push as a one-off hit to earnings, one that PSN can well afford.
Other measures may well impact earnings long term. The retention policy will push them to resolve snagging quickly, and that means not necessarily in the most cost effective manner. My view is that is a good thing -- if you've taken someone's money you should get the snagging done. But it will impact on earnings. If they spend a little more inspecting houses to make sure they don't have stupid things like leaving out fire safety features, that also might cost a little more, but that's as it should be.
So I expect the push to quality to impact profitability marginally, and that's ok. But I think taking sales sites live later is only a one-off hit.