Stepping Up

Andy Ball, managing director of Balls2 Marketing, talks about how now is the time for window installers to expand their horizons.

The improve-not-move trend was massive all through 2016; construction sector analysts Barbour ABI and The Federation of Master Builders (FMB) found that there was a 6% rise in planning applications for home improvements across the UK compared with 2015.

It has continued to be popular this year. According to the ONS Family Spending Survey, the average household in the UK spends £32 a week on repairs, maintenance and alterations, adding up a massive £44 billion every year. Because we have so much old housing stock, home improvement is a significant sector for the UK.

It’s the perfect time for window installation companies to up their game and take advantage of the value-added products that are on the market to win jobs from these improve-not-move homeowners. By looking wider than just white PVCU windows and doors, installers can develop their window businesses to become home improvement companies.

There are lots of great options to help businesses grow. Premium PVCU products have really come into their own as homeowners look for convenient, low-maintenance windows in colours, finishes and styles that are more elegant than your standard white plastic.

Stepping into aluminium is another option. Its growth in domestic projects, thanks to consumers being inspired by programmes like Grand Designs, is huge. Wide-span aluminium lift and slide doors are a great addition to any product offering.

Probably the best bridge into more profitable projects in the home improvement industry, is a solid roof system. They are one of the biggest trends right now – whether it’s a pitched-roof conservatory refurb or a flat roof extension with a roof lantern.

Whatever products installers choose to add to their range, the key to presenting themselves as a home improvement company is great marketing. The essentials are a website that inspires homeowners, and a Facebook page filled with fantastic projects.