Start with the right supplier
Zoe Watson, group marketing manager at Birtley Group, looks at the rise in demand for composite doors and why it makes sense for installers to partner with a reputable manufacturer.
According to a new report, composite doors now account for more than 54% of the total domestic entrance doors market. The material is also forecasted to continue gaining share at the expense of timber and steel entrance doors because of the benefits it offers the homeowner. This presents installers with an excellent opportunity to grow their sales over the next few years, which can be achieved by choosing a composite door range that meets all their customers’ needs.
The continued rise in demand for composite doors means there is now a wider choice of designs and colours as manufacturers respond to homeowner’s aspirations. Therefore, the key to achieving growth in composite door sales is identifying a manufacturer that has built their range around the needs of the homeowner.
We know that for many homeowners, choosing an external door can be a well thought through process, which is why we focussed on creating a 52-page consumer brochure that works as a silent salesperson on behalf of installers. The result is that homeowners are more focussed on their preferences earlier in the decision-making process.
As building regulations become ever more stringent, and homeowners more clued up, we also communicated areas of compliance in the new brochure. For instance, there is a section dedicated to Secured by Design because external doors on new and refurbished residential properties must adhere to Part Q of the Building Regulations, which offers practical guidance on how to meet security requirements. Part of the regulation states that any external doorset must comply with PAS24, the preferred specification for enhanced security performance requirements for doors and windows in the UK.
As more intruders are becoming experts at ‘lock bumping’, installers will find that homeowners are very receptive to simple steps that can avoid them becoming a victim. As a result, all of our doors include safer and secure locks that are linked and backed up by an array of multipoint hooklocks. This is one of the reasons why our composite doorsets have been awarded a Secured by Design accreditation, which is given to all police approved doors that meet PAS24 regulations and the national standard for safer homes.
Alongside 44mm single rebated composite doors, we also manufacture a 68mm double rebated range, which is proving a popular choice for homeowners looking for enhanced security and thermal performance. The doors are also preferred by installers because they are easier to fit and allow greater adjustment on site as well as there being greater tolerance in movement between the door leaf and frame.
Aside from these performance and security features, most of which homeowners now expect, the overriding factor for installers’ customers when it comes to entrance doors is aesthetics, and how it can add value to their home. Offering doors that have real curb appeal remains one of the most effective ways of securing high value, hassle-free sales. Our comprehensive range, for example, is available in multiple styles and colours, with a variety of hardware, door panels, framing and decorative clear and frosted glass options that reflect the latest trends desired by homeowners.
With advances in design and overall aesthetics, assured higher levels of security, ease of installation and better thermal and acoustic insulation, not to mention low maintenance, it is no surprise that the specification of composite doors is rising.
However, with the market becoming ever more competitive, installers need to partner with a manufacturer that has retained the capability of offering them clear product differentiators, and which are valued by homeowners. That, with the backing of effective sales support materials and a brand that homeowners trust, means you will have the best platform to grow your sales.