The latest consumer trends report from Keystone Market Research has landed, and the latest data could make uncomfortable reading for some installers.

That’s because, according to the Keystone report, only 7% of homeowners that took part in the most recent survey said that window and door salespeople were able to address what mattered most to them including recommending styles that suited their taste very well.

Furthermore, 92% of homeowners said that they would choose a company that was better able to understand their requirements over a competitor even if they had similar products, and – most importantly – 53% said they would do so, even if that company was more expensive.

So, there you have it. The secret to winning sales in the home improvement sector is really just to listen to what the customer wants – and then give it to them, while charging a premium.

But is it really that simple? It is almost certainly true to say that homeowners do more research before investing in new windows, doors and conservatories these days. They know that there is more available to them beyond a white, double-glazed PVC-U frame, a basic anthracite grey composite or an average set of bi-folds.

Market research consistently highlights that consumers want great looking solutions, that can be tailored to their property, and products that can deliver outstanding security and improved energy efficiency.

And the industry has worked hard to introduce a wealth of finishes, styles, colour options and advanced hardware, not to mention systems and glass technology that can lower household bills.

There’s even a whole bunch of software platforms that can perfectly illustrate all of the above to Mr and Mrs Jones from the comfort of their living room.

So, it may come as a surprise then that such a large proportion of salespeople are failing to communicate what is on offer, or able to fully grasp what their prospective customers really want.

To quote the Keystone Market Research press release, the report demonstrates “substantial room for improvement in how companies understand and respond to homeowner preferences.”

You can read more about the report here, which also provides insight into growing opportunities in the aluminium market. According to Keystone’s director, Charlotte Hawkes, homeowner’s interested in aluminium are “highly design-led, more decisive in their purchasing behaviour and significantly more likely to be planning projects in the near term. For businesses in the premium windows and doors space especially, this represents a very important opportunity area for the year ahead.”