A window of opportunity
Ben Brocklesby, director at Origin, talks to us about why the fenestration industry should be prioritising windows when talking to homeowners.
Bi-folding and sliding doors have become statement investments for homeowners over the years, offering value from a visual and functional perspective.
Windows, on the other hand, are still seen by many homeowners as a necessity and somewhat of a commodity. They install and replace them because they must, but they don’t spend as long considering the different options available to them as they do with bigger glazing products.
However, our own consumer research suggests that this sentiment is due to a lack of understanding about the breadth of window designs. There is a common misconception that all windows are the same – they can be made bespoke in terms of materials and colours, but fundamentally, they perform the same role. This simply isn’t true.
Windows are an essential part of any property. Their primary function is to let in natural light and aid ventilation whilst ensuring that the home remains weather tight and secure. Secondary to functionality, modern designs can improve the overall aesthetic of a house too.
Utilising the right windows
Despite the housing market experiencing a challenging period across Q1 of 2023, there are certainly signs of improvement in Q2, and we foresee this continuing for the rest of the year.
Even with a collective tightening of belts across the UK, we are still seeing homeowners invest in their properties; they are just prioritising smaller renovation projects over large-scale plans. This includes replacing old PVC-U windows with modern, aluminium variants.
This presents an opportunity for those within the fenestration industry. By educating homeowners on how the right windows can help them meet their wider property goals, for example thermal efficiency, there are important sales to be secured and then closed.
With rising energy costs, homeowners are increasingly looking for ways to make their homes more thermally efficient as a long-term way to reduce household bills. Windows are an effective way to do this and can have more of an impact than a door set could.
The Origin Premium Window (OW-80) offers an optional upgrade of Aerogel technology, the world’s best insulator, within its thermal break. This means the OW-80 can achieve an ultra-low U-Value of 0.8 W/m2K and the highest possible A++ rating.
Security is another factor that homeowners don’t consider about windows in the same way as they do doors. The OW-80 and Origin’s slimline window (OW-70) have both achieved the police-approved Secured by Design accreditation. This is not an industry standard, so is an example of a window system offering more than homeowners expect.
Alongside differences in thermal efficiency and security, all windows offer different aesthetics. Whilst PVC-U has been the most selected choice for decades, due to its cost, frames are bulky, sightlines are thick, and its longevity can be the shortest of all material options.
Aluminium on the other hand, is capable of a sleeker profile, slimmer sightlines, and flush casements. This means more light can enter a property, views are maximised, and they perfectly frame the outside instead of inhibiting it.
In summary
Homeowners continue to prioritise their well-being, with smaller renovation projects offering big results. Windows have an important part to play in this. With homeowners carefully considering every option, they value advice from a knowledgeable professional on how to best spend their money. Given that converting sales is more important than ever, this educational message presents a window of opportunity for all fenestration professionals.
