As the reporting season confirms the huge sales impact of Help to Buy, thoughts now turn to consider the effect on future sales growth, as Help to Buy 2 extends to second-hand properties. What Help to Buy market share will second hand help itself to?

But do Labour’s Ed Milliband, along with Sainsbury’s Justin King and the eponymous Jamie Oliver offer single-minded strategic guidance?

The Labour Party has finally got on political track by promising to attack “the cost of living crisis”, whilst Sainsbury’s has prospered in the trolley wars by helping customers “live well for less”. And if Jamie Oliver launches a “Save with Jamie” cook book, we know that difficulty coping with household running costs is widespread.

To the cash-strapped Help To Buy purchaser, doesn’t new-build offer significant financial advantages; not just in terms of money not having to be spent ‘doing-up’ an older property, but also in terms of significantly reduced running costs via design, state-of-the-art insulation and heating systems offered by new-homes builders?

So, doesn’t it make sense for house builders to start to major on the financial benefits of buying new in their marketing? The benefits may be generic, but when the competition is the second-hand market, house builders shouldn’t be overlooking such a crucial advantage in these financially trying times.

For New Build Help to Buy, read Help to Live.