From the latest Consumer Fenestration Trends Report, Keystone Market Research’s director, Charlotte Hawkes, outlines the 2026 outlook for the industry and how market research can be used to identify and make the most of the opportunities.
The outlook for homeowner spending on home improvements has shown a promising upward trend in our surveys, and now in our latest report, we are heading into 2026 with budgets that are 13.9% up on average from the same point last year. This positive news presents a golden opportunity for installers.
The best way to make the most of this growing consumer interest in spending more on higher quality home investments is to ensure your business is visible where consumers are searching for information on windows and doors, and to demonstrate that you understand your target audience’s preferences and needs. That’s where our reports can help, gathering homeowners’ feedback quarterly on key areas and building trends.
Homeowner information sources
Our latest Consumer Report sheds light on where homeowners begin their search for new windows and external doors and it’s emphasised the significance of local support and a preference for local installers. The top three information sources were:
Recommendations: 66% of respondents would start their search by asking for recommendations, with 43% approaching friends, family, or neighbours, and 23% from trusted local trade professionals. This underscores the power of word-of-mouth and local community trust.
Online searches: The second most popular information source, chosen by 31% of respondents, was online search. This highlights the critical role of having a strong online presence.
Visit a showroom: 30% of respondents would begin their search by visiting a showroom, an increase from previous years. This is likely due to the higher budgets homeowners are allocating, with consumers investing more time in experiencing products firsthand to better assess quality and highlights the growing importance of a well-designed space to showcase your range.
Installer marketing top tips
Based on our research, installers looking to enhance their marketing efforts should consider:
- Create a Facebook company page and a regular schedule of posts shared to Facebook groups in your target area to build trust and awareness
- Make sure you’re requesting customers complete online reviews
- Build good relationships with other local trades
- Leave flyers with customers to pass on to friends and family
- Invest in your showroom to ensure it reflects the quality products that homeowners are looking for
Adapting to consumer preferences
Understanding the behaviour of people, with their diverse backgrounds and competing priorities, can seem impossible. But getting to the bottom of why customers buy is key to being able to sell effectively in a competitive market.
In our reports, the top three priorities for homeowners have consistently been quality, security and energy efficiency. This highlights that homeowners clearly see significant value in the impact that fenestration products can have on their homes, and installers that demonstrate how their offering meets these needs will build trust in important areas.
We also track consumer preferences for window, door and extension roof glazing styles and material choices, providing insights into regional variations and different homeowner profiles. For instance, while urban homeowners lean towards modern, sleek designs, rural homeowners prefer traditional styles that blend with natural surroundings. Similarly, younger homeowners prioritise smart technology integrations, whereas older homeowners focus more on durability and ease of maintenance.
Businesses armed with this knowledge can effectively demonstrate their understanding of customer needs and preferences, and as a result see higher engagement, increased sales and greater customer satisfaction.
This involves not only featuring the right products but also communicating their benefits clearly and persuasively. By staying up-to-date with these evolving trends and tailoring your offerings accordingly, you can position your business as a trusted expert, securing a loyal customer base and driving long-term growth.
If you’d like to know more about how our reports can help your business thrive, please get in touch at www.keystonemr.co.uk
