Ensuring accuracy in consumer advice
By Roger Hartshorn, CEO, Sheerline.
I recently came across two glazing articles in The Independent newspaper, both written by Energy Editor, Howard Mustoe.
While I welcome national press coverage of our industry, the articles are riddled with misinformation which is troubling for both consumers and professional installers. I believe that we, as an industry, must work hard to ensure the data consumers receive is factually correct
Misleading expectations
The first piece, a review of Everest windows, effectively promotes the company despite its troubled history. The claimed starting cost of £4,500 for a 3-bedroom house of double-glazed PVC-U windows struck me as unrealistically low, even for the most basic designs.
The most concerning advice was the suggestion that buyers should view these prices as a starting point and “aim to negotiate downwards by 25 to 50%.” This statement is shocking; as I explained last month, no respectable window company should engage in a race to the bottom.
The article ignores current economic realities, including the increased operating and staffing costs within British manufacturing. If a customer reads it, their price expectations before speaking to a reputable installer will be worlds apart from reality.
Conflicting information
The most recent article started with a better premise: educating consumers. The writer has also included information supplied by Victoria Brocklesby, COO of Origin Global. I have great respect for Origin and it was good to see them referenced in the national press.
The article highlighted essential variable factors for consumers to consider, like size, thermal efficiency, security, design and installation costs, all of which will affect pricing. However, the journalist’s own lengthy writing appears to have sandwiched and contradicted the expert comments provided by Victoria.
For example:
- Aluminium bending: The article repeatedly claims that aluminium windows “can bend”. I am not aware of any aluminium windows that bend (other than the arches we intentionally bend at our in-house facility!)
- Energy efficiency: The article claims aluminium “is a poor insulator and can conduct heat away.” However, Victoria is quoted elsewhere in the same article stating, “Modern aluminium systems incorporate thermal breaks and seals that give them excellent energy performance.” I agree – our entire Sheerline range is extremely energy efficient due to its heat-retaining technology.
- Pricing Logic: The article suggests that pricing is absent from most glazing websites because prices are “flexible”. I would argue the opposite: pricing isn’t shown because every single job is unique. The final price depends on the specific factors above, not a willingness to offer discounts when pushed. This type of statement continues to undermine the hard work done by fitters to eliminate the industry’s “White Gold” reputation.
Consumer awareness
I am disappointed that the national press has not taken the time to fact-check before publication. The October Independent article is long, disjointed, and includes factually incorrect information.
Despite this, I support the focus on making consumers aware of the huge benefits the fenestration industry’s products can bring. The more informed consumers are, the more likely they are to ask fitters for specific products.
Sheerline on display
As an aluminium systems company, we rarely get the opportunity to show Sheerline products to consumers. That’s why we’ve invested in a permanent stand at the National Self-Build and Renovation Centre in Swindon, allowing self-builders and renovators to get hands-on with our products and learn the facts.
On display now at the NSBRC is the Sheerline S3 roof, which was previewed at this year’s FIT Show to great acclaim. This permanent Sheerline stand features consumer-facing information, together with facts for installers and scannable QR codes to find out more.
In summary
I would genuinely like to invite Howard Mustoe to visit our factory in Derbyshire to understand our processes. As an industry, we must engage with consumer publications and work together to ensure readers receive accurate product information.
This will not only drive sales but will also help encourage young people into our thriving industry, assisting with the skills gap we face.