Maxys Max Media and Entertainment

Website: www.builderscollective.org.au

Objective: Dump Home Owners Warranty (HOW) Insurance from the Australian Building and Construction Landscape.

Quite an interesting project this one which stemmed from my previous life as CEO of BANGitUP.com - Australia's largest online building and construction industry portal (at the time).

Surveys back then (over 75,000 builders and trades across the country) identified their biggest issue was Home Owners Warranty and how private companies - ie the Insurers and their agents/ Industry Associations we in fact de facto industry accreditors.

This is a bit scary when you consider the building and construction industries importance to the national economy.

Consumers don't benefit either.

You'd think by it's name "Home Owners Warranty Insurance" would cover for poor workmanship by your builder - be warned it doesn't (unless in QLD or Tas) - "Last Resort" means you can only claim if the builder dies, disappears or goes bankrupt - ie after you have exhausted all other means.

Yes, the building and construction industry is at the agricultural end of the technology adoption curve; yes some of their customer service and business management skills need improvement BUT this is not much more than any other small business.

Interesting, over 99% of jobs that went through our building jobs management service without a problem - ie most builders and trades do a good job and the customer was happy.

A few dodgy builders and trades penalise the majority, millions are paid out in premiums with no consumer or industry benefit!

Choice magazine calls it "junk" and the Financial Omsbudmen calls it the worst performing Insurance product in the country.

As the ABC 7.30 Report recently mentioned there have been over 35 Government inquires into HOW since the scheme was introduced following the HIH Collapse.

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"Then fix it!" you say

Unfortunately unlike any other product or service special unique legislation was introduced back then to remove all scrutiny and accountability by the usual governing bodies ASIC, APRA etc

It seems the only beneficiary of the scheme are the Insurers and their agents.

Solution

The challenge has and is to increase awareness, remove all the smoke screen of politics and lobby group influence, get the facts and create a groundswell movement.

• A new website was built using Joomla CMS to allow the group to easily update their information.
• CLIVE video was added - Senator Christine Milne, Deputy Leader of the Greens, to help increase awareness and influence.
• An email marketing system implemented to enable personalised direct e-mail marketing capabilities.
• Online social groups such as Facebook and Twitter added.
• A list of all Australian politicians and journalists developed.
• A Digital Media Strategy and Campaign being developed.