Private housing design customization through house type substitution

The private house building industry is increasingly under pressure to increase output and broaden the appeal of new-build housing to consumers. One possible method for meeting these objectives is through increased use of standardized components to facilitate house type customization. This research focuses on the role of planning and building regulations in permitting the house building industry to respond in this way. Using a database of standardized house types, the analysis examines variation within and between house builders' house type ranges. The analysis shows that the underlying variation between house types of a given size is relatively narrow but that volume builders maintain a comparatively large range of house types. Results from a simulation model demonstrate the positive impact of broadening house type choice on levels of consumer satisfaction. The main conclusion is that a form of house type customization could be achieved through the use of house type substitution. © 2006 Taylor & Francis.