Synthèse

The construction brokerage market in France, primarily serving as an intermediary between customers and construction service providers, has experienced significant trends in recent years, particularly influenced by the health crisis of 2020. Despite a 15.2% decline in the building sector due to COVID-19, with a drastic 22.5% fall in new constructions, the improvement-maintenance segment showed resilience with a milder decline of 8.8%. The market has been bolstered by government incentives for energy-efficient renovations, leading to MaPrimeRénov' funds increasing to €3.11 billion for 670,000 homes renovated in 2021. Demand for construction brokerage services remains high due to the difficulty of finding trustworthy contractors, with 61% of French people unsure of which company to approach.

The market is characterized by small independent or franchised entities, with significant competition coming from online platforms, energy suppliers like EDF offering consultancy services, and the DIY trend. Major franchises in the sector, like illiCO Travaux, have recorded notable growth, with sales increasing by 64% and 33% in 2021 and 2022 respectively. The market is impacted by material cost inflation, with an 8% increase in 2022, influencing the costs of fitting out or renovation work provided by brokers.

Navigating Through the Evolving Landscape of France's Construction Brokerage Market

In the realm of construction brokerage, France has observed a notable progression in market dynamics, particularly influenced by the activities surrounding the linking of customers with adept construction professionals. Since the early 2000s, a surge in demand for reliable contractors has shaped the construction brokerage market into an essential part of the Bâtiment et Travaux Publics (BTP) sector, which involves a multitude of activities related to public and private building works including renovations. Despite reaching an impressive record of approximately 166 billion euros in 2022, the market is currently experiencing a downturn due to the 2023 international real estate crisis, rising inflation, and a dip in purchasing power.

The market is composed mainly of franchises like La Maison des Travaux and Illico Travaux, as well as independent brokers and online platforms, which together give rise to competition between hundreds of companies operating within this sector. Moreover, franchises have been on a growth trajectory, with some brands experiencing substantial sales growth—Illico Travaux, for instance, saw a growth between 30% and 35% in the recent years.

Government incentives aimed at energy renovation have played a substantial role, with financial aid such as MaPrimeRénov' rising drastically from around 2 billion to more than 3 billion euros. Meanwhile, the construction and home renovation markets are undergoing their own transformations—housing approvals recently saw a four percent increase, signaling a slight recovery from prior decreases, and spending on household maintenance and renovation has risen by double digits to more than 60 billion euros. The profile of renovation projects in France reflects a focus on aesthetics as the predominant motivator followed by property maintenance and energy bill reductions. Notably, renovation budgets can be quite varied with a nearly even split between those spending under 5,000 euros and those allocating budgets of 5,000 euros and above.

Market players are generally small structures, with some operating independently and others forming part of franchise networks. Despite market competition, franchises like Activ Travaux and La Maison des Travaux offer opportunities for new brokers through relatively low barriers to entry and a promising potential for sales growth within the first few years. The rise in building supply costs indicates an upward trend in market prices, impacting the cost of brokerage services and potentially influencing customer decisions. On regulation, France has observed changes with variations in VAT rates.

Key Market Players in the French Construction Brokerage Industry

The French construction brokerage market is a vibrant landscape, inhabited by a variety of specialized firms ranging from independent brokers to established franchises and innovative online services. Among the prominent players who have marked their presence in the industry are both traditional and digital powerhouses. They have diversified the market and provided customers with multiple avenues to access renovation and construction services.

  • Illico Travaux, a well-known name in the sector, is recognized for pioneering the construction brokerage franchise model in France. This brand has crafted a reputation for reliability and comprehensive service offerings, becoming a staple for customers seeking trusted construction and renovation intermediaries.

  • Activ Travaux has carved out its unique identity since its inception. Entering the fray as a franchise network, the company prides itself on personalized service and has expanded its reach across the nation with a multitude of locations that offer customers a local touch with the backing of a strong brand.

  • Izi by EDF is synonymous with the backing of an energy giant, providing customers with the assurance of quality and consistency. This service offers a spectrum of energy-related renovations and has established itself as a formidable presence driven by the brand's legacy in the energy sector.

  • Habitatpresto stands out as a digital disruptor, offering facilitated online estimates for various projects. As a virtual marketplace that connects clients with professionals, it quickly adapted to the growing preference for online transactions and convenience in the procurement of construction services.

  • EnChantier.com, part of the Batiactu Group, provides another digital platform for sourcing estimates and construction professionals. With a strong emphasis on efficiency and a user-friendly interface, they have effectively capitalized on the growing digitization of the traditional brokerage process.

  • La Maison des Travaux, as a franchising leader, boasts an extensive network of franchisees and has demonstrated a strong growth trajectory. Catering to various segments of the market, they have positioned themselves as a comprehensive solution provider in the home improvement domain.

  • In addition to these, Générale des services and Home Advisor have made significant strides in the industry.

  • Not to be overlooked is EDF, an established entity that has expanded its services beyond energy supply to encompass construction brokerage, evidencing the diverse offerings and innovative strategies employed by companies to cater to the dynamic needs of the market.

  • While independent brokers forge ahead with their localized expertise and personalized services, online platforms continue to reshape the landscape.
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  • Nombre de pages : 30 pages
  • Format : Version digitale et PDF
  • Dernière mise à jour : 17/11/2023
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Sommaire et extraits

1 Market overview

1.1 Definition and scope of study

Construction brokerage is the activity of an intermediary between a customer (individual or company) with a construction project and professionals capable of carrying out the work. The aim of a works broker is to find the best-value craftsmen and materials suppliers for his customers.

In most cases, the work broker's mission ends when the estimate is presented to the customer. The customer can either accept or reject them. However, some building brokers offer additional services linked to project management. When the work begins, the broker can take on the role of project manager and monitor the progress of the work.

The construction brokerage market is closely linked to the BTP (Bâtiment et Travaux Publics) market , which encompasses all activities relating to the design and construction of public and private buildings , as well as their renovation. The dynamism of the building and civil engineering sector, and of the construction/renovation sector in general, is driving the development of the job brokerage market.

Construction brokerage is a relatively recent activity: according to the FFCT (Fédération Française du Courtage en Travaux), the job brokerage profession was born in the earlyaccording to the FFCT (Fédération Française du Courtage en Travaux), the works brokerage business was born in the early 2000s, and has not yet been assigned a specific APE code to identify all companies engaged in this activity as their main business.

In 2022, building renovation sales reached a record 166 billion euros. This exceptional performance was driven by new government incentives and standards for energy renovation, stimulating market demand. However, in 2023, the sector is facing a more difficult situation due to the international real estate crisis, the significant drop in sales in both existing and new-build properties, and inflation, which has severely impacted household purchasing power, despite the very successful years of 2021 and 2022.

The main players in the construction brokerage sector are either franchises such as Illico Travaux, La Maison des travaux, Activ Travaux and AximoTravo, or self-employed contractors. There are also, of course, online quotation sites, and a growing number of building professionals who are beginning to make their mark on the sector.

1.2 The construction market in France

In ****, the French construction market will reach *** billion euros. [***]

The housing sector represents the most important part of the market: in ****, new housing construction accounted for ** billion euros, and housing maintenance/improvement reached ** billion euros.

Breakdown of the building works market by type France, ****, in billions of euros Source: ****

Thus, the ...

1.3 Introducing a growing market that meets a growing need

When it comes to finding a service provider to carry out work on their home, **% of French people say they "don't know which company to go to" and over **% feel they "don't have reliable information for their work projects", according to aNIL (***). There is a real need to support customers in ...

1.4 The impact of the health crisis on the market

Although the building sector has collapsed by -**.*% over the year **** as a result of the health crisis and the confinements that have been put in place, not all building sectors are at the same stage: we can see that the new-build sector is falling drastically (***), while the improvement-maintenance sector is ...

2 Demand analysis

2.1 Factors that can influence market growth

Property prices

The steady rise in property prices can be put forward as a factor in market growth. This implies that the amount of work required appears to be less important in relation to the total price. Households may also be encouraged to do more to enhance the value of their ...

2.2 Outlook for two related markets: construction and household maintenance-renovation work

Maintenance-renovation work drives the job brokerage market

In the maintenance-renovation segment, household spending has risen by **.*% to **.* billion euros by ****. [SDESsince ****, this market has grown by an average of *.**% a year .

Household spending on home maintenance and renovation France, ****-****, € million and % Source: ****

Several factors may explain this growth. On the ...

2.3 Profile and expenditure of work carried out by private individuals in France

Types of work carried out by private individuals and reasons for doing so

French citizens undertake projects to beautify and maintain their homes. Of the three reasons given for carrying out such work, the emphasis placed on improving the aesthetics of their property is the main one, cited by **% of French ...

2.4 Demand driven by government incentives

Demand is stimulated both by government incentives (***) and by the imperative for many homeowners to undertake energy renovation work in response to new regulations.

In ****, MaPrimeRénov' supported the renovation of ***,*** homes in France. All of this work generated the distribution of premiums worth a total of *.* billion euros, underlining the ...

3 Market structure

3.1 A market made up of small structures - franchised or independent

According to quelleenergie.fr, in ****, there were *** work brokers operating in France. They operate either independently or under franchise. to our knowledge, no more recent data on the number of players in the sector is available.

Distribution of brokers by status France, ****, in Source: ****

among the *** brokers, there are *** networks, with ...

3.2 Franchises operating in the sector

As we saw earlier, players in the job brokerage market can either be independent structures or belong to a network of franchisees. The main franchises in this sector include :

Activ Travaux : created in **** and launched as a franchise network in ****, the ActivTravaux network now has ** locations in France. [***] AximoTravo: founded in ...

3.3 Competition from online and DIY (do it yourself) operators

The lack of development of national structures can be partly attributed to the large, multi-faceted competition:

Online quotation sites (***) enable private individuals to obtain simplified estimates for their projects; Consulting services provided by energy suppliers such as EDF. The company offers * types of service: an energy assessment, a work estimate, financing ...

3.4 AMO works broker: a profession soon to be regulated

The profession of AMO works broker has existed for ** years, but has not always been regulated or professionalized . The Institut de Formation de Courtier en Travaux (***) has taken the initiative of regulating this profession, with a view to establishing standards. At present, anyone with a knowledge of construction can practice without ...

4 Offer analysis

4.1 Services and prices provided by construction brokers

Among the services provided by a job broker and the benefits they offer are :

Technical and organizational support; Consulting services; Help with budgetary problems; Help with the risk of poor workmanship.

In order to meet customer expectations, the first step is to build up a network of building professionals that is ...

4.2 Market price trends

Here we consider the data provided by INSEE for the product category "Fournitures pour travaux d'entretien et de réparation des logements". [***]

The consumer price index for these products rose by over **.**% between **** and ****. It is important to note that between **** and ****, the price index for home maintenance and repair supplies ...

4.3 Rising energy and raw materials costs

The year **** will see a significant rise in the cost of raw materials and energy. This will have a major impact on the construction industry. A HelloArtisan survey of building professionals, conducted between July * and September *, ****, reports on the situation.

Have you noticed a shortage of materials? France, ****, in Source: ****

**% ...

5 Regulations

5.1 General regulations for renovation work

In January ****; the VAT rate applied to renovation work increased: it is now **%. However, if the renovation work is linked to thermal renovation work, the rate is reduced to *%. In this case the dwelling must be a residential dwelling, not commercially exploited and built at least * years ago.

Since April*, ****, craftsmen ...

Liste des graphiques

  • Principaux acteurs du secteur
  • Indice des prix de logements (neufs et anciens)
  • Part de Français jugeant nécessaire la réalisation de travaux en rénovation énergétique
  • Nombre de ventes de logements anciens
  • À quel type de travaux les aides de l'état ont-elles bénéficiées
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Dernières actualités

Générale des services mise sur la multifranchise pour grandir - 13/07/2023
  • Le chiffre d'affaires de Générale des services est de 35 millions d'euros.
  • L'entreprise dispose de 85 agences en France, comprenant un total de 2.500 salariés.
  • Cinq nouveaux franchisés ont rejoint l'entreprise cette année.
  • L'entreprise a l'objectif d'atteindre le cap des 100 agences à brève échéance.
EDF est en train d'inspecter tous ses réacteurs nucléaires. - 12/02/2022
  • Le groupe a revu à la baisse ses prévisions pour 2023
  • Il table sur une production d'électricité nucléaire comprise entre 300 et 330 térawattheures contre 340 à 370 TWh précédemment.
  • Pour éviter un impact sur sa production dut à un problème systémique, l'énergéticien s'est lancé dans une inspection de l'ensemble de son part de réacteurs
  • L'action EDF est en constante chute
  • Les marges de manoeuvre de production d'électricité sont réduites

Entreprises citées dans cette étude

Cette étude contient un panorama complet des entreprises du marché avec les derniers chiffres et actualités de chaque entreprise :

Illico Travaux
Activ Travaux
La Maison des Travaux (Franchiseur)
EnChantier.com (Groupe Batiactu)
Habitatpresto
Izi by EDF
Home Advisor
Batiweb
Générale des services (Franchiseur)
Homly
Quotatis
EDF

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Ajouts et mises à jour

  • 14/11/2023 - L'étude a été complètement mise à jour par un analyste Businesscoot le 14 novembre 2023. En plus de cette revue complète, des parties sur l'impact des normes gouvernementales en termes de rénovation énergétique et de la crise immobilière sur le secteur ont été ajoutées. Les fiches entreprises ont également été mis à jour avec les dernières données disponibles
  • 26/02/2023 - Mise à jour des données financières de l'entreprise EDF
  • 26/02/2023 - Mise à jour des données financières de l'entreprise Quotatis
  • 26/02/2023 - Mise à jour des données financières de l'entreprise Homly
  • 26/02/2023 - Mise à jour des données financières de l'entreprise Générale des services (Franchiseur)
  • 26/02/2023 - Mise à jour des données financières de l'entreprise Batiweb
  • 26/02/2023 - Mise à jour des données financières de l'entreprise En chantier (Groupe Batiactu)
  • 26/02/2023 - Mise à jour des données financières de l'entreprise La maison des travaux (Franchiseur)
  • 26/02/2023 - Mise à jour des données financières de l'entreprise Illico Travaux
  • 26/02/2023 - Mise à jour des données financières de l'entreprise Izi by EDF
  • 26/02/2023 - Mise à jour des données financières de l'entreprise Habitatpresto
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