Standing out in a competitive market

In a competitive market it’s never been more important to have a clear differentiator that gives consumers something more for their budget. Matt Thomas, managing director of Haffner, considers how Graf Synergy technology gives fabricators this differentiator – and why it’s important to embrace the technology sooner rather than later. 

Within a market backdrop of uncertainty, it’s encouraging that a recent report by Keystone Market Research revealed homeowners are planning to increase their home improvement budgets for 2025.

Even more encouraging is window replacements are set to be a big beneficiary of this spend – trailing only behind kitchen remodelling.

But while budgets have increased, so do expectations. The 18-34 demographic is leading the charge in boosting home improvement spending, with 36% planning to increase their budgets for 2025, compared to 17% of homeowners aged 55 and over.

Today’s younger homeowners understand that progress is constant. Whether its replacing landlines in favour of their iPhone or swapping traditional light switches to voice-activated systems such as Alexa, they are no strangers to adopting the latest advancements.

This forward-thinking mindset extends to home improvement projects too. They expect the same level of innovation and product development upgrades, that aligns with their evolving lifestyles.

Our industry has seen phenomenal advances in thermal efficiency and security over the years. Now’s the time for fabricators to take the big strides forward in terms of the aesthetics of every product, from standard white casements to high-end heritage windows.

It’s here that Graf Synergy comes in. The machine powerhouse is renowned for its world class seamless welding technology and patented welding operation that delivers next-level product quality. Its high-quality machines produce perfect seamless welds that have a clean, precise finish.

There is no doubt the technology is vital at the upper end of the market where attention to detail has always mattered. It takes mechanically jointed products to the next level, and gives an outstanding result every time.

But what’s more interesting, is that it provides a powerful differentiator in the mass market too. A standard weld benefits from an incredible style and quality uplift when it’s seamless.

This is a huge advantage. The mass market is the mass market for good reason – it’s where the volume and the money is. Therefore, when you find a way to stand, you gain enormous competitive traction.

This is especially important. While there are positive signs for the coming year, there’s no doubt we’re in a challenging market where every company is having to fight for its market share. Having products that help you stand out from the competition is business critical.

And as the only company in the UK and Ireland that’s able to offer true seamless welding to its customers, we’re seeing the difference it makes to our customers.

Aside from the exceptional aesthetic difference they deliver, Graf Synergy machines also deliver fabrication efficiencies. The welding machines remove all excess sprue from the welded joint, so there is no need for corner cleaning or pens to tidy up the finished weld. It means a single operative can produce a perfect weld in a single cycle, saving valuable time and money.

Consider too the benefits of the forthcoming 6- and 8-head welders that can weld either mechanical transoms or seamless arrow-head welds, something that will bring cost and space savings because only one machine is needed for the welding processes.

As well as the benefits of Graf machinery, customers also benefit from our commitment to proactive, expert support. We take a consultancy approach to every sale, taking time to understand the customer’s goals before working with them to put together the package of investment that’s right for them.

At present, seamless technology is a valuable differentiator that helps fabricators to stand out. But I firmly believe it will become table stakes before too much longer. My advice? Make the investment now before you get left too far behind.