Published - 8th April 2026
In our latest blog, our head of PR Faye Harris-Frost discusses how construction companies should be reframing their marketing activities in light of the long-awaited publication of the Future Homes Standard.
It’s here, at last. The government’s Future Homes Standard (FHS) has now been published, setting out the performance expectations that will shape all new homes in England from 2028. Heat pumps will become the default heating solution, on-site renewables will be required on most developments, and as a result it is hoped that carbon emissions from new homes will fall significantly.
For the housebuilding supply chain, the effects of the FHS will be widespread and there will be a noticeable shift in the way products are specified. This has a direct impact on your PR and marketing tactics too as specifiers will be looking closely not just at your products, but how expertise is demonstrated and how value is communicated. This makes it more important than ever to make sure that your company, services and products are visible to your customers at the right time and your marketing activity is hitting the mark.
The organisations that respond early to the challenges and opportunities presented by the FHS will be the ones shaping the conversation. But in such a crowded space, how can you get a word in edgeways? Partnering with a specialist construction marketing agency like Harris Creative is a pretty good place to start.
The Future Homes Standard has been a long time coming, first mooted back in 2019 and subject to various consultations and delays since then. However its official publication in March 2026 reinforces many of the original goals, which are to reduce carbon emissions from new homes by improving fabric efficiency, mandating low-carbon heating and encouraging renewable energy generation.
The published FHS includes the government’s impact assessments which outline the expected costs and benefits, with industry bodies such as the National Housing Federation welcoming the clarity it brings for long-term planning.
But clarity in policy does not automatically translate into clarity in the marketplace – or more importantly, on site. Developers, specifiers and homeowners will all be looking for guidance from the companies who are putting the FHS into practice.
To join in the conversation, you need something to say and help in saying it well. That’s why looking at your company’s brand awareness, digital presence and communication channels should be at the top of your list.
Building product manufacturers will be central to helping the industry understand what compliant, future-ready solutions look like. This includes those working with air source and ground source heat pumps, solar PV and integrated solar roofing, insulation, construction membranes, and windows and doors.
There will be demand for these products but also an uncompromising demand for technical information that is accurate, accessible and easy to navigate. This is the moment to review your digital ‘shop front’ such as your website and social media channels but also your product data sheets, installation guidance and digital resources.
Specifiers and installers will also be looking for reassurance. Clear explanations, well-structured FAQs, details of accreditations and case studies can help reduce uncertainty and build trust. Evidence of responsible practice, including CCPI-aligned product information, is becoming increasingly important as transparency becomes a defining factor in product selection so it’s worth looking at your traditional taglines and sales patter too.
Manufacturers who communicate consistently and confidently will stand out in what will undoubtedly become a competitive marketplace. For this you need a good PR strategy so whether your customers are finding you online, in print or increasingly via generative AI searches, you are in complete control of your reputation.
For contractors and installers, the FHS brings both opportunity and pressure. As low-carbon technologies become standard, clients will want reassurance that their delivery partners have the right skills and experience and this is particularly relevant for those installing ‘new technologies’ such as heat pumps, solar PV, MVHR systems, airtightness solutions, fabric-first upgrades, thermal bridging products and smart energy controls.
This is the time to highlight real-world capability and showcasing strong case studies, high-quality photography and regular project updates across social media, your website and in the media, can help demonstrate competence and build confidence. Professional branding and well-designed bid materials also make a tangible difference, particularly as requirements become more complex and scrutiny from across the supply chain and stakeholders increases.
Visibility matters too, so if you’re not shouting about your work, don’t expect anyone to know about you. With decision-makers increasingly time-poor and less reliant on face-to-face networking, a consistent online presence helps contractors stay front of mind. Regular social content, project updates and external press coverage all contribute to a stronger, more credible profile – and feeds directly into those AI large language models that are so much a part of today’s world.
Building merchants and distributors also play a crucial role in helping those working on the homes of the future to navigate new product requirements and installation expectations. This is the time to really showcase the range of products and solutions you can supply.
With developers facing rising costs and tighter performance targets, the value of knowledgeable, proactive supply partners increases and it’s vital to make, and maintain, a good impression. A strong reputation for reliable customer service is vital and it’s important to consider how this is communicated in person and online. Even if you don’t offer an e-commerce option, don’t ignore the thousands of potential customers out there just because they may not physically be in branch.
Both new and existing customers will be looking for guidance on which products meet the FHS and how they fit into wider system performance. More questions are bound to be asked around heat pumps, ventilation and renewables, and making sure that customer-facing staff really know their stuff can help build confidence across the market. Having this information readily available on your website and via professionally designed POS and product literature is another important way of showcasing your offering and expertise.
Content is a powerful tool for merchants and distributors too, especially when you need to cover several different product areas. Blogs, newsletters, social media updates and targeted trade media features can help merchants demonstrate expertise beyond the counter and position themselves as trusted advisors and supply chain partners.
The FHS is a catalyst for change in the way homes are designed and built, and a chance for every member of the supply chain to contribute to the conversation. Strengthening owned social media and web channels, investing in high-quality content and using trade media strategically will all help your company stay visible and credible but consistency is key. This isn’t a case of jumping on a bandwagon but should be seen as an opportunity to make your marketing more meaningful and targeted.
So if your approach to marketing is a bit outdated, why not talk to us to see how the Harris Creative team can make sure your company has a role to play in bringing the Future Homes Standard to life?
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