Guidance

Help to Build: Equity Loan marketing toolkit, accessible version

Updated 20 May 2022

Applies to England

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About Help to Build

Help to Build is open for applications. As one of our valued partners, we’re asking you to help us spread the word about it.

This toolkit contains useful information on how to use Help to Build marketing materials and how to get them.

We’ve included some links to useful resources too.

If there are additional items that you would like to help you promote Help to Build, please get in touch by email: [email protected]

We also encourage you to signpost potential Help to Build customers to our customer guide.

What is Help to Build?

Help to Build is a government home ownership scheme to help people in England to custom or self build their own home.

The scheme aims to make custom and self build more affordable.

Custom and self builders can apply for an equity loan to put towards their land and build costs. Successful Help to Build customers will then have 3 years to build their home.

To start the process, they will need a 5% deposit, and will need to apply for a self build mortgage from a lender registered with Help to Build.

At the end of the build, we’ll pay the equity loan to the mortgage lender. The lender will change the self build mortgage to a repayment mortgage.

The equity loan is based on the estimated costs to buy a plot of land and build the home. The equity loan amount can be between 5% to 20% (up to 40% in London) of the total estimated cost.

Eligible customers can spend up to £600,000 on building their home and buying the land. The most they can spend on the build cost is £400,000, even if they already own the land.

No interest is charged on the equity loan for the first 5 years from the date of payment. Interest is paid from year 6.

Help to Build aims to scale up the number of SME builders in the market, and this could create 2,000 new custom and self build homes. It also aims to diversify the housing market as customers can appoint smaller builders and contractors to help with their development.

Other key things to know

Help to Build is not a discount scheme or a price reduction - the land and build costs will be the same without an equity loan.

The total amount a customer repays on their equity loan is linked to the value of the home at the time of repayment, not the original amount they borrowed.

The self build mortgage must be provided by a lender registered with Help to Build.

Help to Build customer journey

This graphic has been removed as it could not be made accessible. Please contact [email protected] citing the name of the document if you need this information.

Who is eligible?

Customer eligibility

A Help to Build customer can apply if they:

  • are 18 years of age or over, and have a right to live in England
  • will live in the newly-built home as their only home
  • secure a self build mortgage from a lender registered for Help to Build

Property eligibility

Help to Build is available on a custom and self build property as defined under the Self-build and Custom Housebuilding Act 2015.

It must be a new-build property, or any home previously occupied either by an owner-occupier, licensee or a tenant; or a building which is to be demolished in full in order to build a new custom and self build property.

Shell properties designed to allow customisation of internal walls, completion of second fix and final fit-out are allowed.

Self build warranties are required and need to be in place before the equity loan can be paid.

Brand guidelines

The Help to Build brand

When helping us to share information about Help to Build, it should be in line with our mission and values. It should also be clear, accurate and consistent.

We must use the Help to Build identity in a consistent way to:

  • create a strong visual style
  • be unique and easily recognised
  • prevent fraudulent use of the brand

More detailed guidance for using the Help to Build brand elements can be found in the brand guidelines. You can request access by emailing [email protected].

Tone of voice

Tone of voice is a crucial element of how we connect with consumers, colleagues, and strategic partners and should underpin how we communicate.

Tone of voice must be:

1 Underpinned by our values and responsibilities:

  • compliant - fair, clear, and not misleading
  • accessible - using plain English
  • channel appropriate

2 Informed by our target audience’s characteristics:

  • ambitious
  • independent
  • lifestyle focused

Tone may need to be dialled up or scaled back depending on channel, customer circumstance, or previous communications. More guidance can be found in our tone of voice guidelines. You can request access by emailing [email protected].

Key messages

You can include these key messages about Help to Build in any materials you share about the scheme.

  • Help to Build is a government equity loan available to those in England who want to custom or self build their home.
  • Help to Build will make custom and self build more affordable and a more attractive choice.
  • Help to Build means customers can build a home with a lower deposit than usual, making custom and self build more accessible.
  • On completion of the custom or self build home, the equity loan is paid to the repayment mortgage lender and the self build mortgage must switch to a repayment mortgage.
  • The equity loan reduces the loan to value ratio of the mortgage and helps to reduce risk for the lender.
  • The land and build costs will be the same with or without the equity loan.
  • Customers are not charged interest on the equity loan for the first 5 years. Interest payments start from year 6.
  • Help to Build aims to scale up the number of SME builders in the market, and this could create 2,000 new custom and self build homes.

Caveats for marketing materials

Full version

Help to Build is a government equity loan for people in England who want to build their own home. Government lends 5% to 20% (40% in London) of the estimated value of the home when it’s built.

Repayments: You cannot make monthly payments to reduce your equity loan amount. You must repay at the end of your mortgage or equity loan term, when you sell your home, or you can repay any time before.

Interest rate: Years 1 to 5 fixed rate of 0% each year. Year 6 fixed rate of 1.75% each year. Year 7 on, previous year’s interest rate increases by 2% plus CPI (or a min. 2% if CPI is zero or less). Homes England is the lender, and will secure the equity loan as a second charge on your home.

Help to Build is subject to eligibility, terms, and conditions: http://www.OwnYourHome.gov.uk/Help-to-Build. Your home may be repossessed if you do not keep up repayments on your repayment mortgage, equity loan or other loans secured against it.

Short version

Help to Build is a government equity loan for people in England who want to build their own home. Eligibility, terms, and conditions apply. Customers should seek independent financial advice, and get information and guidance on applying for Help to Build: Equity Loan at www.OwnYourHome.gov.uk/Help-to-Build.

Help to Build media coverage highlights

Here are some examples of key messages featuring in Help to Build press coverage between April and August 2021.

Toolkit

We’ve provided a range of assets for you to use, both on and offline. We’ve also included guidance about how best to use these, along with examples of how to use them. To request access, email: [email protected]

Text to include in your email footer

You may want to include some information about Help to Build in your email footer, to help spread the word about the scheme.

Suggestions for email footer text:

  • Help to Build - a government equity loan to help fund your custom or self build home 

  • Help to Build is a government equity loan available to those in England who want to custom or self build their home. 

  • Find out more at ownyourhome.gov.uk/scheme/help-to-build/

Logo use

Our core logo features the roundel containing our distinctive Help to Build logotype. Under this is the message ‘Backed by HM Government’. Both of these elements make up the complete logo.

The logo must not be changed, altered or adapted in any way.

As our partner, you must only use the Help to Build logo that contains the wording ‘Backed by HM Government’.

For more information on how to use the Help to Build logo correctly, including sizing and placement, please refer to our brand guidelines. To request access, email [email protected]

Examples of our logo in use

Leaflets and posters

Our range of posters and leaflets are available in A3, A4 and A5 size. They’re high resolution and have been designed for print, meaning they are not suitable for online use. Our designs include bleed and trim lines to make it easier for the company printing your posters.

Web banners

Web banners are designed for online use. They are not suitable for printing. There are a wide range of sizes, which can be used in various locations on websites.

The examples in this section have been removed because they could not be made accessible. Please contact [email protected] citing the name of the document if you need this information.

Help to Build marketing guidelines

These guidelines are for organisations who offer and market services to consumers that are for Help to Build. Any individual or organisation marketing Help to Build must do so in a consistent, accurate and fair way.

What to include

Always follow our guidelines, and use the assets in this marketing toolkit, including our:

You must always explain what the Help to Build equity loan is. You can find the key messages in this marketing toolkit.

You must only use the Help to Build logo that contains the wording ‘Backed by HM Government’.

Always explain that eligibility for Help to Build is subject to terms and conditions.

What to avoid

Help to Build is an equity loan that customers pay back. It is not a discount on the price of the home.

You should not describe Help to Build as a discount, incentive, or promotion.

Social media

Support Help to Build social media channels by following and sharing our content using the hashtag #HelpToBuildYourHome.

Useful information

While Homes England is the provider of the Help to Build: Equity Loan, we do not offer financial or legal advice, or advice on the building process, or builder mediation services. There are other organisations who provide free and impartial information.

Homebuilding

The National Custom and Self Build Association (NaCSBA) is the voice of the custom and self build housing sector. Their mission is to make custom and self build a mainstream choice for everyone seeking a home of their own.

NaSCBA works to share knowledge and best practice across the sector and advise you through their Self Build Portal website. Local councils must keep a list of anyone who wants to custom or self build, and you can find the registers local to you there.

Local authority planning and housing teams can get planning advice and information on the Right to Build Task Force website.

The National Self Build and Renovation Centre is a permanent venue offering independent advice and support to those who want to build their own home. They offer events, courses, exhibitions, and expert advice.

Finance matters

MoneyHelper is an independent organisation set up by the government. It has a range of free and unbiased tools and advice for homebuyers, including understanding mortgages and using a mortgage adviser.

The financial services register lists financial advisers and mortgage brokers.

Stamp duty

For information on stamp duty land tax and the latest rates, visit Stamp Duty Land Tax.

HM Land Registry

For information on registering land or property, and search services, visit HM Land Registry.

The Law Society’s online database lists solicitors.

The Citizens Advice website provides information about local Citizens Advice services.

Follow our social media channels:

Help to Build Facebook

Help to Build Instagram

Help to Build LinkedIn

Help to Build Your Home Twitter

Find out more about Help to Build

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