Home / Transcripts / Persimmon Plc (PSN) · January 12, 2023

Persimmon Plc (PSN) Earnings Call Transcript

January 12, 2023

London Stock Exchange GB Consumer Discretionary Household Durables trading_statement 66 min

Earnings Call Speaker Segments

Operator operator
#1

Good day, and thank you for standing by. Welcome to the Persimmon Trading Update Analyst Conference Call on Thursday, the 12th of January 2023. [Operator Instructions] Please be advised that today's conference is being recorded. I would now like to hand the conference over to your speaker today, Dean Finch. Please go ahead.

Dean Finch executive
#2

Good morning, everybody. Thank you for joining us today. I'm here with Jason, Martyn, Mike and Julia. And look, today's update sets out that the team, I think, did really well last year against the backdrop of some incredible challenges. And it also confirms the challenge that we, like the rest of the industry, are currently facing on forward sales. But before I say more on sales, I want to reflect on what this team has achieved. In Persimmon's 50 years, we've not delivered this many new houses with so many happy customers. The business performed very strongly in the second half of last year, and I'm pleased to report year-end completions that are towards the top end of our expectations. H2 completions were 15% up year-on-year. Pricing remained robust throughout the period. We did see more use of incentives in the second half, but not by a material amount. In November, we told you that incentives were running at around 2%. And this had crept up to about 2.5% by the end of the year. Cancellation rates increased in Q4, but the risks on the conversion from reservation to completion on existing orders was nowhere near as bad as I feared it would be. Also, use of Part Exchange to [ sure of ] change was less than I anticipated with its use continuing to run well below historical norms. While we'll obviously update further at full year with construction teams performing so well in the second half, our legal completions came in towards the top end of our guidance. We anticipate this being reflected in a strong profit performance crucially at 5 star. This combination of 5 star and strong profits represents real progress for the group and is the first time we have done it in our history. You'll note from our statement that cash finished the year higher than we expected as a result of us doing better on completions whilst at the same time, reacting quickly to the downturn in demand and taking a very controlled approach to the land market. My colleagues are doing an outstanding job to deliver this excellent performance. I see how we are improving operationally as I told the country. Having personally visited well over half of our sites last year, I see our operational improvements coming through. Our developments are being built better, they're looking better, and we're providing much better customer care. It's great to see Persimmon combining operational excellence alongside its traditional commercial excellence, whilst providing great value homes to happy customers. Our teams have delivered despite the most difficult supply chain and labor availability constraints anyone can remember. Add to this, the effects of the Russian invasion of Ukraine and the political instability at home alongside the economic challenges caused by last year's September budget. As we look into 2023, clearly, the picture is much more challenging. This is why we expect profits in 2023 to be down on the current year we are reporting on now. At this stage, it's not possible for us to give much more guidance than this. As usual, we'll be in a better place to update in March. All I can point to at this stage is that we start the year with a forward order book of roughly 1,600 PD reservations and roughly the same number of HA orders that are practicable to build this year. The ASP in the order book for PD at 31st of December was 11% up year-on-year, and HA was 9% up year-on-year. From this, the sales rate of 0.4 is required to hit 7,000 units and a sales rate of 0.5 is required to 8,000 units. Incentives, I think, are likely to rise, and the reality of overheads this year is that they are mostly fixed. As we alluded to in our statement, with mortgage costs for our average customer doubling over the course of the year, it can come as no surprise to anyone that we expect profits to [ pull ] this year. Clearly, it's very welcome to get past the debacle of last year's Q3 and see mortgage rates coming down. But without greater availability of affordable mortgage products at high LTVs, first-time buyers are finding that particularly challenging. But we're not panicking about this. As has long been the case, Persimmon is focused on the quality of the return rather than chasing volume. We've also responded, of course. We're taking a highly selective approach to any new land investment and are carefully managing our outlet and work in progress position to meet current market demand. When we saw this downturn coming, we took immediate action to cancel uncommitted land deals and as a result of the actions we've taken, we now plan to open 33 fewer outlets in '23 than was previously the case. We're already operating from a very lean fixed cost base, and our well-established disciplined cost control processes will continue. Our [ Boxing Day ] campaign has seen an increase in interest in the early days of this year. Whilst it's clearly too soon to tell, the response has been encouraging, and I hope we can successfully convert the interest. Persimmon's great strengths remain. We've got an excellent and highly experienced operational management team with great products to sell on the right sites across the country. The balance sheet remains strong, and we are protected by the strength of our margin. I remain very pleased we adopted such a disciplined approach to land investment and our land bank's embedded margins remain industry-leading. This not only provides protection in the downturn, but will provide a strong platform for future growth. Whilst '23 will prove to be a challenging year with us adapting to a tougher market as well as implementing the new homes quality code for the first time, I'm excited by the opportunities that this more challenging environment is likely to bring to us. We're working to strengthen our key capabilities to deliver 5-star homes consistently and respond with agility to the market as it returns. Persimmon's watchword is discipline, disciplined investment, disciplined [ efficiency ], disciplined cost control. And it's this discipline that will secure our continued success in years to come as we manage the cycle. Thank you for listening to me. I'll open up to any questions.

Operator operator
#3

[Operator Instructions] Your first question comes from the line of Rajesh Patki from JPMorgan.

Rajesh Patki analyst
#4

Happy New Year all. I've got 2 questions, please. You mentioned cancellations to be at elevated levels in the second half. Can you provide some more color on the more recent trend? And if there are any monthly variances in the fourth quarter? Second one is on incentives. You talked about incentive levels moving up from 2% to 2.5% at the moment. Can you give us an idea how high could these go before headline prices need to start moving down?

Dean Finch executive
#5

Good morning, Rajesh. I'll have a go at this. Cancellation rates during the year were running -- ever since I've been here been running about 16%, 17%. They did spike up in Q4, particularly towards the end. And at the very end, we're running, I don't know, around just over 1/3 of sales. What has encouraged me though is opening up in the New Year, that number has returned back to a more normal level. So yes, it's been quite volatile. First few weeks of the New Year have been more encouraging though, but clearly early days. In terms of incentives, while you're talking about 5%, 6% really before it starts impacting on headline prices, as I'm sure you fully understand.

Operator operator
#6

Your next question comes from the line of Will Jones from Redburn.

William Jones analyst
#7

A couple from me, please. First, I think you mentioned the -- in the opening comments, a couple of volume outturns based on, I think, 0.4 and 0.5 sales. I think it was 7,000 or 8,000 volumes. Perhaps if you could just repeat the numbers there. And was that reference to private volumes or total, including affordable? And what does it assume around the order book or how many weeks you sell for during the year as it were before you build for '24? And then the second one was really just a clarification around private ASP in the order book. If we take -- you're saying the GBP 0.5 billion of private forward sales, obviously, we don't know the exact number, but if it was GBP 500 million, then that would imply, I think, around GBP 295 million of private ASP. But perhaps you could give us the private ASP in the order book please in terms of what you start with. And maybe just following on from the comment before about encouraging signs on cancellation rates, would you say -- is that just a cancellation rate comment? Or are you seeing a slight cause for encouragement from a low base on other stuff?

Dean Finch executive
#8

Good morning, Will. Private ASP in the order book at year-end was GBP 282 million. So look, I mean, I'm resolutely not guiding. I'm just pointing out arithmetic. We have 3,000 forward-sold HA [ MPD ]. We've got more HA sold, and that I think is about 4,000. But what I'm guiding you to on HA is, clearly, we're going to slow down build this year, and I'm not expecting we're going to build all of those 4,000 because it would be impracticable given that HA is [ potted ] around sites. So you're starting with a forward order book of 3,000. We have really 40 selling weeks left this year. At 0.4, it's 7,000. At 0.5, it is 8,000. I'm not guiding you to a number. That's where we are. In terms of the first few weeks of the year, yes, look, I mean, of course, you expect the spring to open. I think there was a real buyer strike, who can be surprised at that. It was chaos going into the year-end in terms of the market. And there are any manner of predictions floating around of house price collapse. It seemed to compete to me from day to day in terms of how far it could go. I don't know whether there's a book running for a price or something. So I think that can come -- it can come as no surprise that buyers stopped buying in the run up to year-end. But our interest increased threefold on Boxing Day on the 27th compared to the previous week. And I think we saw the highest days -- those 2 days were the highest days of all of 2022. And we started '22 pretty well. So that is encouraging. But of course, we have -- and it has continued into the new year. But of course, we have to see that convert into sales. And it's encouraging to see mortgage rates coming down. But we point to and I pointed to the lack of an LTV product with the end of Help to Buy for first-time buyers. There will always be a market for first-time buyers. And our position is that by improving the product, we want to grab more of that. But it's pretty tough for first-time buyers at the moment. But it's not just mortgage availability. I mean the other thing that we saw, particularly towards the end of last year, that eligibility for securing mortgages became much tougher. Banks were being much harder than we've seen for some time in qualifying people for mortgages. And I think that was the real issue that certainly impacted us in terms of sales. I mean there's all sorts of stories that come to my desk, but people failing to qualify for mortgages because they didn't pay their parking ticket, that sort of thing was going on. So we do need -- we're desperate to see that position change.

Operator operator
#9

Your next question comes from the line of Glynis Johnson from Jefferies.

Glynis Johnson analyst
#10

Good morning, Two, if I -- three, if I may, maybe one lastly. When you look at your balance of volume versus price at that order book level that you've got, is -- are you starting to roll out larger price increases in January? Are you already cutting less prices, where does the sensitivity come? You previously talked about you don't mind -- you would accept volumes down 40%, 50% in order to preserve pricing. But are we getting near that inflection point where actually price cuts really do start to become more of a requirement. Second of all, what are the lenders telling you in terms of mortgage eligibility, their desire to land? Are you starting to see some of those issues start to alleviate? Is conversion slightly easier now than it was perhaps even just a few weeks ago? And then just what you build with, when do you start to adapt your build to your reservation rates? Obviously, all housebuilders are [ sitting ] with very low inventory levels, your build equivalent units are down, what could we see in terms of WIP reduction as we go through maybe towards the middle of 2023, just in terms of your own business and how you contract that build rate is what you're seeing?

Dean Finch executive
#11

Thanks, good morning, Glynis. Let me start in reverse order. What I was -- we've already put WIP control in place, and we've begun to do it before the year-end. And I mean, as you can imagine, we were going like an express train. We were building over 300 EUs a week over much of Q3, Q4. And we had to do that in order to hit year-end, and I'm delighted we did. It was the right thing to do to scale those sales and get that cash in the door. Equally, I'm delighted that the message has got out there in week one of this year, our EU rate was 1/3 less in EU rate equivalent week last year. So we put that into immediate effect, and we'll control it extremely cautiously, as we move forward. In terms of eligibility, look, I mean, mortgage rates coming down, that is to be encouraged. I've seen a 95% LTV, I think, from Halifax [ 75.6% ], so that's encouraging too. Clearly, banks, and we've all seen the stories, were worried about negative equity this year. So I think they remain cautious. But there's also competition in the market, as you see evidence of rates coming down. In order -- the first question in terms of balance of order and price and volumes, I mean, look, we are not going to be the ones leading the market down. We are return-focused rather than volume-focused. Obviously, we'll watch the market very carefully, and we'll be nimble and we'll adapt to it, but our land bank has been hard fought. I don't want to give the crown jewels away in a bad market. So we'll be very cautious about that. I expect we'll see incentives creep up during the course of the next few weeks. But it's really too soon to say as well, if this strong interest we've seen in the first few days of the New Year remains and does convert into sales, then we might be saying something entirely different to you in March.

Operator operator
#12

The next question comes from the line of Aynsley Lammin from Investec.

Aynsley Lammin analyst
#13

Just 3, well, 2.5 actually. First, a quick one, just to clarify on Will's previous question. The 8,000 volume completions, you mentioned [ 0.5 stars ] rate. Just to clarify that would compare to the 14,860 that you just delivered, it includes everything, social and private.

Dean Finch executive
#14

Yes.

Aynsley Lammin analyst
#15

It does. Okay. And then the other 2, just on build costs, labor and materials, any kind of color there, what you expect build cost inflation to be this year, trends you're seeing in those? And just, I mean, on the obviously eligibility and LTV numbers, et cetera, important. But when you look at the new interest rate environment, say, if it settles around 5%, have you done any work for your kind of average customer, how much they can borrow when they look at the affordability qualification for the mortgages compared to what it was kind of for the last couple of years? And how resilient do you think the prices will be in the face of maybe customers and you be able to borrow less than what they were before on affordability?

Dean Finch executive
#16

So on build costs, we're looking -- the outlook at the moment is 7% to 8%, but it is volatile. Anything with cement in it is still rising, but other commodities, timber, steel are falling, which is good news, obviously. And I do expect this year, labor costs will fall. We've already seen this with ground workers. Obviously, they're first in, first out, and we're beginning to see rates come down for them. I would say on the whole, though, the rest of the trades are still punched drunk from December, and they haven't really woken up yet. But I think they will. In terms of bricklayers, though, I mean, for the first time since I've been in the business, this week, I've heard of 2 instances of bricklayers dropping their rates by GBP 100 [ a 1000 ], so one was in the northeast and one was in north. So I think the message is getting out there. So I think, again, I think March, April time, we'll be in a better position to really understand what total build cost inflation is going to be. As I said, it's quite volatile sale, but I think labor will recede this year. I'm going to give my voice a rest and have a drink. Do you want to have a go at, Jason...

Jason Windsor executive
#17

The mortgage [indiscernible] a mixture of where rates go, wage inflation and what we do on incentives, if you think that. Obviously, the banks didn't take 1 point whatever it was at the low 12 months ago and only use that rate for affordability, it was stressed. We've seen slightly lower stresses in the last month or so above the elevated rate. But if you just did a calculated calculation, you'd be in the 15% to 20% just purely depending on the numbers. We can alleviate some of that as we talk about on incentives. Obviously, wage inflation in a picky number, 5% to 10%, so it might take 1 to 2 years for that to sort of catch up and go through that. So I guess we are a little bit in the hands of others around where interest rates go. But we -- it's not fundamentally changed here, but we -- for certain customers, particularly for first-time buyers, we put that example in the statement. So you can see the very real cash implication in those first-time buyers who were leading on Help to Buy, we are facing today and hence, we're trying to be creative, and we would hope that maybe the government might start to be a bit more creative as we look forward.

Operator operator
#18

And your next question comes from the line of Ami Galla from Citi.

Ami Galla analyst
#19

Just a few questions from me. One is on land renegotiations that you've talked about. Can you give us some color as to what are the sort of discussions that you're having with land vendors? And as we think about...

Dean Finch executive
#20

Sorry, I didn't catch that question at all. I'm really sorry, I didn't...

Ami Galla analyst
#21

Sorry, can you hear me?

Operator operator
#22

Yes, sorry, some color on land renegotiations that we've talked about.

Dean Finch executive
#23

Okay.

Operator operator
#24

Sorry, carry on, Ami.

Ami Galla analyst
#25

Yes. Can you hear me well?

Operator operator
#26

Yes. Yes, fine.

Ami Galla analyst
#27

Yes. So my second question was just on future strategic drawdowns as we kind of think about the next, say, 6 or 12 months ahead, how quickly do you think land vendors are willing to adjust to these revised market conditions? And then last one is, can you remind us a bit on the payment profile of the land creditor base?

Dean Finch executive
#28

Okay. So what I'm really talking about is, I mean, we -- where we had uncommitted deals, I mean we were in agreement in principle, but we hadn't contractualized those arrangements. So there's been no penalty or anything like that for the actions we've taken, and we've either walked away or in the process of renegotiating or deferring. I think the land market is going to be very quiet over the course of the next 6, 9 months. I think it will wait and see and adapt. I mean, obviously, you'll get some vendors that need to sell, and that can present opportunity. But I think the vast majority will hold off and wait and see. And you really need to see the impact of what's happening to house prices to work through the market in order for any adjustment to the land market. I mean clearly as well a central assumption for us is that Help to Buy is ended, although, of course, it's interesting to note that the one labor government in the U.K., in Wales, has extended Help to Buy. So let's see what happens there. And I think in terms of profile, per GBP 300 million this year, wasn't it?

Jason Windsor executive
#29

Not quite. It's about 50% of the 475 in '23 and about 40% in '24 and the residual. So slightly longer.

Operator operator
#30

Your next question comes from the line of Arnaud Lehmann from Bank of America.

Arnaud Lehmann analyst
#31

Two questions on my side related to cash. I think you mentioned the word discipline a few times in your introduction. Can you please remind us of all the kind of cash preservation efforts that you've implemented in the last months? And my second question is related to cladding remediation. We remember you increased your provision at the end of last year. Do you have a feel for the cash outflow relating to this work in 2023?

Dean Finch executive
#32

Okay. Thanks, Arnaud. Yes, look, we've introduced a range of measures. I mean, Martyn, do you want to comment on that one because you're...

Martyn Clark executive
#33

Yes, by all means. Good morning. I mean, without going into a lengthy list of everything we've done, it's essentially ensuring that we're not building ahead of where we need to build. We are ordering materials when we need them at material control can be better as the suppliers can deliver to tight time scales, ensuring really that we're only putting in roads, infrastructure, where it's absolutely needed to match the sales rate going forward. So -- and it's very live, and I think that's the important thing to note is that we will look at every single site on a site-by-site basis.

Dean Finch executive
#34

Yes. And I mean, look, obviously, land, we talked about deferral of outlets. And look, the biggest priority for me was to in the last couple of months was to secure the sales we had got and crystallize those and get the cash in door at the year-end. So there is a huge focus on keeping those sales going and get them completed into the year-end. Lots of work on land. And as Martyn referred to, in terms of WIP control as well. And look, we're not -- we're not -- we're going to look very, very closely overhead. I think that's quite a difficult call. I think that clearly, I want to make sure that Persimmon is capable of responding to recovery when it comes, will obviously be very sensible about controlling overhead spend and unnecessary expenditure. But I don't want to be in a position where Persimmon is not a fat organization. I don't want to cut to the bone and then find I've lost capable skilled managers and we can't respond to a recovery in the market is pretty critical to me because I've seen anything over my 2.5 years here. It's how incredibly volatile this market is, [indiscernible]. So we got to be careful about that. In terms of cladding, look, we want to get on with this as quickly as possible. We want to make sure that residents, leaseholders are safe. We look after them. We do what we need to do for them, but also commercially, I believe it's in our best interest to get on with this as quickly as possible, and we have been getting on with it as quickly as possible. And I think, as we say in our statement, many, many of our sites -- our remediation sites have already started and all will have been started by the end of this current calendar year. In terms of cash flow, I don't know, Jason, now, I think GBP 125 million, GBP 150 million in that range...

Jason Windsor executive
#35

Yes. I think we said at the November update is a multiyear program. It probably weighted towards this year and next. So if you're in the sort of GBP 125 million to GBP 150 million, slightly hard to predict given the nature of this work. As Dean said, we're trying to get on with it. We also need to do expertly and make sure that it's done to the right standard. But that's the sort of guidance I give you for now.

Operator operator
#36

Your next question comes from the line of Charlie Campbell from Liberum.

Charlie Campbell analyst
#37

Obviously, lots of questions have already been asked. But just a question on the outlets. You've guided 250, 260, you've said although within that, you've got opportunities to increase that if demand improves. So just wondering what is the order of magnitude of that flex? And also, I mean, how do you achieve that? I guess just given the comments on land spending.

Dean Finch executive
#38

I think the reality is that we have some flexibility over the course of the next couple of months. But really, if we're not on site by April is not going to mean we're not going to be selling this year into production. So if come February, we are -- in early March, we are seeing a strong recovery in the market than we could respond to that. We wouldn't recover all of the 33 outlets that we defer, but we've recovered some of those. But the cutoff really is April. You've got to physically be on site and services. The balance, as I think, Martyn alluded to, is where in terms of cash, in particular, is the calculation we're making is where we've got a lot of infrastructure work to go in upfront on some of the larger sites. How far do we progress that and what is our view of 2024. As you can imagine, some of the bigger sites, like in Didcot, Warminster, others. There's a lot of infrastructure that needs to go into there before you can really start selling off of those sites. And that's the very careful balancing act. We've got to work through. And as you can imagine, some of this cost is significant, putting big roads through couldn't cost you GBP 5 million, GBP 6 million, GBP 7 million credit, not more on some of the bigger sites. So -- and you won't get a GBP 0.01 a return for it, so -- until you start selling. So that is the challenge that we're grappling with at the moment.

Operator operator
#39

Your next question comes from the line of Andy Murphy from Edison Research.

Andrew Murphy analyst
#40

I've got a few questions, if I can. Just kind of on the landmark, can I just push you a little more on the previous question. I mean given that you're being cautious, and I mean, I'm sure a lot of other housebuilders are being cautious. Do you anticipate any sort of price correction in the land market? And if so, what would be your best guesstimate? Secondly, around the 5-star rating that you've grown into. I was just wondering, given the slowing market, whether there was any opportunity there to kind of cement that 5-star level, whether you're going to -- whether you have an opportunity to sort of adjust working practices further to cement that position. Then next one is around the Future Homes Standard and the quality code, whether that manifestly raises costs or materially or not? And then just finally, I'm pretty interested in your 10-month mortgage free offer. It sounds like I should know what it is. But can you just perhaps outline how that works and give us any sort of color that you can in these early days on the take-up?

Dean Finch executive
#41

Okay. I think it's very hard, if I could answer your first question precisely, then I'm not sure I'd be sitting here to be verbally honest with you, much as I love every one of my colleagues and all of you too. So I think it's hard to say. I mean, I think I can't see any immediate reaction in the land market because other than distressed sales, I think landowners are going to hold off. And I mean, Martyn, correct me if I'm wrong, but I'm not sure even in previous recessions, you've seen a great deal of volatility in land value.

Martyn Clark executive
#42

Not immediately. No. I mean it depends, as Dean says, on the position of the seller if he's prepared to wait until the market returns, that's what they'll do. So -- but there are some people at the moment that are just pausing and just saying, okay, we'll come back to us in a few months' time. We understand the position and we'll stay with you and wait.

Dean Finch executive
#43

I mean I think the other aspect, of course, is in land, I mean, we're focusing very much on demand here, but the supply too isn't there, and with some of the proposals we're coming to see from government I mean, we've gone beyond nimby, haven't -- we're going in to build absolutely nothing anywhere, anytime soon. So I think that will also impact land values because clearly, consented land is going to come at a premium. So it's very hard to call at the moment. It's -- how long will the downturn be? Will there be stimulus coming from political parties? Will the conservatives really either carry through on what they're proposing? Have they got the time to enact it? Those are all pretty significant imponderable questions at the moment, and that will all drive the land market. So I wish I could give you greater clarity, but I can't. I think it's complex with many moving parts. That said, I'm sure there will be opportunities, and our team will be hunting. Our teams are really good at this, and we'll be hunting that out. I think in terms of 5-star, yes, look, I mean, 5-star is embedded in the business. I think this slowdown does give us the opportunity, as you say, to further embed it in the business. And a big focus for me this year is to get RIs down, really want to focus on we've got customer service right, want to focus now on improving our RIs and getting build quality up even further. I think the Future Homes Standard, you're well aware, we've covered those costs multiple times. Nothing has really changed much there from what we've said previously. I think the new homes quality code that there is a different point. And for us, it impacts build. And it puts further time into the build process, which will impact output. We're -- it effectively requires us to put more time in the build program, and that could be up to 2 weeks. So that impact us, but again, given that we're in a year of a downturn and to some extent, it is fortuitous those 2 things are happening at the same time because it just enables us to reset and to get ahead. Mortgage [ rate ]?

Jason Windsor executive
#44

Yes, I can deal with that one. Basically, we've calibrated the 10-month offer to be a sales incentive or magnitude 4% to 5%. So we talked in our state -- in prepared remarks, around 2.5% incentive in Q4. So it's sort of not on top of that, it's instead of that. And then it's trying to hit the customer pinch point of affordability in that first year. So we take the cash flow burden away from them, and that provides, so -- it's up to 10 months. So obviously, we need to calibrate it depending on specific circumstances of each customer and their LTVs. But just to give you a sense of sort of in that 4% to 5% level of incentives.

Dean Finch executive
#45

And there has been, as I pointed to, a great deal of interest in it. And I've spoken to sales advisers and sales directors this week, and customers are very -- potential customers are very, very interested in it. And I think particularly this year with cost of living crisis and everything else, I think it's a good incentive to get people in the door. It's attractive to them.

Operator operator
#46

Your next question comes from the line of Gregor Kuglitsch from UBS.

Gregor Kuglitsch analyst
#47

I've got a few remaining questions. So the first one is just quickly if you can remind us, sort of, I guess, it's been a modeling question, but in terms of the fixed cost that you would say you have, it obviously sits some in the cost of goods sold and some in OpEx. I mean I had sort of GBP 280 million or something of that order of magnitude so we can work through the operational leverage, that would be helpful. The second one is, I mean, I'm appreciating you'll probably be talking about this in March, but sort of any further views or guide or how you're thinking about the dividend? And then finally, I mean, you commented on a bit already on the planning side, but clearly, we're going to sort of more constrained environment, maybe that doesn't matter right now. But I guess, thinking about your strategic land and your sort of historical strategy of land procurement to the current proposed rule changes sort of impact, how you think about that going forward?

Dean Finch executive
#48

Jason, do you want to -- thank you, Gregor. Jason, do you want to go 1 and 2, and I will do 3?

Jason Windsor executive
#49

So on the fixed cost, it's probably just over GBP 250 million to GBP 300 million, around 10% of the total cost base. About half of that in sort of overhead and about half of that is within cost of goods sold across the sites. Clearly, there's some -- as Dean said earlier, there's a little bit we can do on that, but we don't come into this with an enormous amount of excess costs. On divi, we are going to update you in March on that, as we said in November. We have nothing incremental to say on that today other than to reiterate the key points around maintaining prudent balance sheet and having a well-covered and properly set dividend that balances between investment and actual payouts and sets us up well for the future, but we will fill you in on the details in March.

Dean Finch executive
#50

In terms of planning, well, I think I sort of partly answered this previously, I think we're seeing a divergence between labor and the conservatives. So who's going to win the next general election, I don't know. But I think that there is a contrasting position. I mean, clearly, the conservatives have caved into the will of the [indiscernible]. And I think under the fig leaf of local democracy, which seems to me to be about 3 old men and the dogs, you can't build anything. I think the labor position is going to be quite different to that. They are seeing -- I'm not sure green belt is an issue for them. I think they certainly from what I've seen and heard of them, their view of life is responding to the aspirations of young people to get on to the housing, that home ownership is going to be a key policy for them. And they're obviously talking about increasing home ownership. And I think their target is 70%. And I think they'll take a different approach to planning. So again, I can't really give you a clear answer because we're in uncertain political times. And also presumably at some point, the conservatives do want to get reelected. And if they do, they might take a different approach to the planning environment. So we'll just have to wait and see.

Operator operator
#51

Your next question comes from the line of Jon Bell from Deutsche Bank.

Jonathan Bell analyst
#52

Happy New Year. My question is on deposit unlock. What's gone wrong with it? Why are rates so high, and who's going to do anything about it? Do you have any views on that scheme. It seems that nobody ever uses it, perhaps you can just give us some color there.

Dean Finch executive
#53

I think -- look, I think on deposit unlock, you're sure dead right. At the moment, it's -- very few banks are offering it. I think there's [indiscernible] nationwide.

Jason Windsor executive
#54

It's nationwide [indiscernible] and Newcastle, first 3, but it's quite expensive. It's what 6% [indiscernible].

Dean Finch executive
#55

Yes. So I think it's not been widely promoted partly because we're still working through the end to Help to Buy. And it's not a competitive product at this point of time. And look, also, it costs us 2.6% as well. Let's not forget that part. That may change over the course of this year. It may become more widely available. But it's self-evidently at this stage has not replaced Help to Buy. So if that was the ambition of government to give first-time buyers the opportunity to continue to buy at 95% LTV, then clearly, it's not worked. And of course, it's -- the timing is awful, isn't it, because government removed Help to Buy just at the same time as doing its best to sabotage the economy. And that is what you can see coming through in the forward order book at this point in time. So you've got to expect that there'll be -- the problem is to at least is trying to settle the horses and run the country sensibly. At some point, maybe the Conservative Party will get behind him and help him.

Jonathan Bell analyst
#56

Just as one follow-up if I can. One of your peers said yesterday really poured cold water on the idea that Help to Buy could be extended in England. Would you share that view?

Dean Finch executive
#57

I think never say never. Though I would agree with David that I think it is -- there is no appetite from treasury to do that at the moment.

Operator operator
#58

Your next question comes from the line of Emily Biddulph from Barclays.

Emily Biddulph analyst
#59

I wanted to come back on one point. You mentioned in the statement the sites that are particularly Help to Buy heavy and southern sites have been performing worse than the average. I wonder if you could give us a bit more color on the sort of distribution around that 0.3 sales rates. Like is there a sort of -- is there a meaningful proportion of sales or sites that are performing materially worse than that? Or sort of what are the best kind of 20% of sites doing or what are the worst 20% of sites doing? Or is there a sort of reasonable distribution as well in terms of incentives using them to sort of much greater extent on some more difficult sites?

Dean Finch executive
#60

Good morning, Emily. Well, southern sites, Southeast -- both Southeast and Southwest, are particularly suffering at the moment. And really, that's continued into the New Year. North and central obviously came down along with all our markets, but they held up somewhat better. And they've rebounded better into the new year. I think our -- what we see, frankly, is the closer you are to London, the more impacted you are by the end of Help to Buy because particularly within London, I mean, we've got 1 or 2 sites in London, for instance, Rainham and elsewhere, where obviously, the old Help to Buy criteria was a much bigger level. There was an affordability issue there. Now fortunately, for us, we don't have many of those. As you move further out from London, it's a mixed picture, for instance, in Kent, some sites selling well, particularly towards South Coast, closer into London, maybe not so much. But it's very slow sellers in the Southeast and Southwest of it. Bristol is hard here at the moment. Elsewhere in the Southwest more of a mixed picture. So you're right to say there is a distribution, and the toughest impacted is Southeast, Southwest and in that, particularly around the London area.

Operator operator
#61

Your next question comes from the line of Sam Cullen from Peel Hunt.

Samuel Cullen analyst
#62

I've got a few questions as well. First one is on LTVs across your buyer groups. Can you remind us what the average LTV is for your buyers and particularly for the first-time buyers? And if you have the numbers sort of pre and post quality, that would be helpful. And the second one is kind of related to that, is there any mix impact in your -- in the ASP in the order book in terms of lower numbers of first-time buyers taking lower priced properties out of that, which is boosting that [indiscernible] number? And then are there any kind of bulk sales that are either in the '22 numbers or in that order book also? And then the last question is really on kind of the interest level. I think, Dean, you mentioned a threefold increase sort of Boxing Day prior to the week before. What's that? Is that an increase versus the prior year also? Or is that a decrease versus the prior year? And just kind of the last more kind of philosophical question, I guess. You mentioned. I think you said your excitement about the opportunities that this environment will give. Just interested to hear you kind of flesh out what you think those opportunities are?

Dean Finch executive
#63

Okay. Well, at some of those quite detailed questions. I think on the detail of LTVs, I'm not sure we got that. We'll have to come back to you. I mean, look, the Bank of Mum and Dad is we see that playing out very much with our first-time buyers in particular. But that by no means answers all of the first-time buyer demand, and the use of Help to Buy for first-time buyers will be a high proportion. I don't know the number, but it will be a high proportion. I mean, look, I think in terms of -- so we just have to get back to you and maybe Vicki, we can have a stab at an answer and get back to Sam on that. But on the mix, I mean -- yes, look, I mean, I think the mix -- there's always a mix on our sites. But I pointed to an 11% increase year-over-year. Pricing was robust last year, needed to be to offset build cost inflation, which we've done, but pricing was robust. Bulk sales haven't traditionally featured a big part of the business. I think year-end probably did 400, 500, something like that, all in of our 14,500, 14,800, not a big focus for Persimmon up to now because again, we're not volume-driven, we're margin driven. We are seeing investors making inquiries and that's rebounded quite strongly in the New Year. But I don't -- we've got to get into detailed discussions with them at the moment and particularly as regards their price expectations. And availability, of course, features into that as well. So we've got to work all that through. In terms of interest levels, yes, very high, as I said, at around Boxing Day and into the New Year, higher still year. I think it was a threefold increase on pre-Christmas. The week before Christmas, there was a threefold increase on Boxing Day. So a very, very big uptick in interest from potential customers. As you know is traditionally the case. And in some parts of the country, that interest level was getting back to where it was year-on-year. So that's encouraging. And Mike -- Sam, I think -- well I think there will be opportunities in the land market. I think there's opportunities for us to embed further operational improvements into the business. And who knows there may well be corporate opportunity as well because it's going to be a very challenging time for builders. And that presents -- that may present Persimmon with its strong balance sheet opportunities for further growth, which in this new and different environment, we'll be looking keenly at.

Operator operator
#64

And your next question comes from the line of John Fraser-Andrews from HSBC.

John Fraser-Andrews analyst
#65

Dean and the team there, 2 for me, please. The first one is just on this response to your Boxing Day offer, Dean, the threefold increase. Is that a measurement of web inquiries and inquiries on specific homes into your sales offices. So that's the first one. The second is just the confluence between house price inflation and build cost inflation last year in '22. Did the build cost inflation land at 8% to 10%, which I think you were guiding in November. And on house prices, you mentioned in the statement that the ASP was up 5%. That was a mix of HPI and mix. Perhaps you could just strip out what your HPI was last year and how that compared, obviously, to the 8% to 10%?

Dean Finch executive
#66

Morning John. Yes, it was web inquiries or inquiries into the business. So that's an easy one. And look, as you know, it's very hard answering your second question. It's very hard for us to look through the detail and strip out the mix effect on price. I mean I think, as [ Barrett ] said yesterday, like-for-like probably across the business, we saw at or above double-digit inflation, like-for-like, which has enabled us to offset build cost inflation, off-site gross margin level. I mean, obviously, that picture varies very much around the country. There were very much stronger parts of the country than others. Parts of the Southwest and Southeast saw very strong like-for-like increases in house cost inflation. Other parts of the country, it was a bit weaker, as you'd expect. So that's all I've got for you, I'm afraid, John. I think like-for-like probably at or around double digit, although it was a variable piece across the country.

John Fraser-Andrews analyst
#67

Yes. Great. Just a quick follow-up then, Dean, on forward-looking build cost inflation of what you said on labor, materials still seems to be mixed. Is it just timber and steel that's down for now, and there's been no movement in the early part of the year on any other materials?

Dean Finch executive
#68

I think it's a volatile picture. As I said, anything with cement in it, costs are still going up, or people are asking for price increases. I honestly think that would change. There will be less bricks used across the country this year. There will be less tiles used across the country this year. And obviously, we have a brick and tile factory. So that is going to impact the market. Everybody is going to see the same thing. So I do expect inflation to moderate, also expect trades only come back to work very slowly in the new year, I've come to learn. And I think they're processing still a very significantly different change in forward order book for them to what they were looking at pre-Christmas. I think that will take some time work through. But as I said in my -- I think my earlier answer to a question, in my time here, I have never before heard of bricklayers reducing rates per thousand, they are doing so now, and that will become more commonplace.

Operator operator
#69

Your final question today comes from the line of Glynis Johnson from Jefferies.

Glynis Johnson analyst
#70

Apologies, this is possibly one that might -- could take some time, but maybe you'll describe it. I just wondered, given the change in terms of the trading outlook, if you're hearing what kind of mood music you're getting out of government, I'm thinking in terms of timing of [indiscernible] in terms of any other support, in terms of any of the discussions around the long form. What are you hearing from government? Are they recognizing that light is a very different now to when they might have been having negotiations with you last year?

Dean Finch executive
#71

Look, the Secretary of State is entirely focused, Glynis, on getting the long-form agreement signed. And I expect that's pretty imminent. Now look, we are in a different place to some, so I acknowledge it is easier for us to sign than it is for others to sign. But I welcome getting it signed. It's been a distraction. We just want to get on with it and get it done. And as I said earlier, commercially, just getting the remediation work done as quickly as possible is really in our best interest -- in everybody's best interest, I believe, cash heavy, but it is what it is, and we just need to suck it up and move on. Look, there were some discussions before Christmas from the department waking up to what was going on into the broader market. I wouldn't say at this point in time [indiscernible] have got any particular interest in stimulating the market. I think that interest would need to come from more senior members of the government. So I wouldn't rule it out. But equally, I'm not holding my breath at this stage from any [ audit ] branches from [indiscernible]. I think that was -- was that the last question? Well, look, lots of questions. And thank you for your interest as always. I am -- really I'm delighted with our trading performance in 2022. It was a tough year to come in the top end of our expectations is a real achievement. We have talked at length about how challenging 2023 will be. I've tried to paint you a truthful picture of what we're seeing. We don't know. We can't give you guidance at this stage. The next few weeks will be absolutely key. But I think Persimmon is a very strong company. It's got some great people within the business. It's got a lot of great resources, strong balance sheet, delighted with the land bank we've got. And it's a nimble and active team, and we look forward to building on the opportunities that this more challenging environment will present. So thank you very much. And we'll -- I think we'll speak again at the end of February, beginning of March.

Operator operator
#72

Thank you. This concludes today's conference call. Thank you for participating. You may now disconnect.

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