Each Home Counts reconnects with industry

By Certass’s Jon Vanstone.

Each Home Counts (aka TrustMark) sat down with industry in London in April to talk about what they are delivering to industry and consumers.

TrustMark has evolved considerably over the last two years from being seen by many as just a consumer protection code to offering practical support driven by Simon Ayers.

Buoyed by the government’s decision to licence TrustMark to run access to the Energy Company Obligation fund, the impetus around the programme has been building.

TrustMark has lofty aims: a cross-sector consumer protection scheme for the whole house; creation of tools to improve the engagement between consumer and installer; and a data warehouse holding information on all work undertaken in UK households.

How it sits within the market is yet to be decided within the glazing industry, as highlighted by the current low uptake. It has a government licence and endorsement that separates it from the Checkatrade’s of this world. Yet it does not possess the considerable marketing budget or affects the digital impact of its commercial rivals.

TrustMark combines easily with competency schemes such as Certass to deliver its services, yet much of what it brings is replicated within the current scheme offering. It is not a direct rival to such schemes due to its lack of technical industry knowledge, but to penetrate the glazing sector it will need to add something the installer deems of true value.

Certain influencers believe that if you capture the minds of the consumer then installers will naturally engage. In theory this is correct but not many installers are fooled by campaigns stating a large consumer impact, as the requirement for glazing related services for a consumer is so infrequent.

Consequently, they will always ask for a recommendation from family or friends over the badges displayed on a van.

TrustMark marketing is yet to live up to the impact it has had in building a service portfolio. A decision needs to be made on whether it really is a consumer brand able to capture the desires of the homeowner, or a consumer service bolted on to existing technically minded schemes. My preference is for the latter as the impact of this could be immediate.

TrustMark is unique with its eco footing, its strong connection to the Department for Business, Energy and Industrial Strategy (BEIS), and its whole-house approach all combined into one service point. If it can elicit a good fit with schemes to add to the market offering, as opposed to the current overlay, then it will be able to add something positive to glazing firms.

Its advice to consumers is up-to-date, and those who engage with it and follow this advice will gain some protection against the rogue consumer even though it publicly does not identify such existence.

So, I believe the position is yet to be decided; TrustMark can stride a path alone against those with budgets able to dwarf its offering, or it can combine with those in the sector who deliver technical competence while it focusses solely on ensuring the engagement with UK consumers is transparent and fair.