Order values grow and leads rebound

By Neil Cooper-Smith, senior analyst, Business Pilot.

July delivered a welcome rebound in lead volumes, while overall activity levels remained steady across most core metrics. It’s a balanced performance that gives some encouragement at a time when market signals remain mixed.

Let’s begin with leads, which rose from 97.7 in June to 110.3 in July: a 13% jump and the highest figure since March. This is a particularly strong result given the time of year and offers some evidence that homeowner confidence is returning after a sluggish start to the summer.

Sales also edged up, from 49.4 to 52, a 5.3% increase, continuing a trend of resilient consumer follow-through even when enquiry levels fluctuate.

Conversion rates dipped slightly, down from 42% to 41.7%, a 0.3% decline. However, this figure remains well above the 2024 average and signals a consistently strong close rate from installers using the Business Pilot platform. We view this as a reflection of better-qualified leads and improved follow-up discipline within retail operations.

Lead times also improved, falling from 24 days in June to 23 in July, a 3% reduction. That suggests installers are moving customers through their pipelines more efficiently – good news for overall productivity, particularly as order books begin to build for the autumn season.

Perhaps most significantly, average order values climbed from £3,754 in June to £3,852 in July, a 2.6% increase. While not a dramatic swing, it’s enough to indicate that consumers are still willing to invest in quality products despite a cautious spending environment.

This all comes against a backdrop of shifting UK economic indicators. The inflation rate rose to 3.6% in July, putting additional pressures on consumers and business alike.

As it stands, the window and door retail market is adapting well. From what we’re seeing in the data, installers are making the most of each opportunity, converting consistently and holding margin, even as lead volumes fluctuate. That’s the kind of commercial discipline that delivers long-term results.

For those not yet using Business Pilot, this is exactly why it makes sense to get on board. We give installers the ability to spot trends in real time, take control of their sales process, and grow with confidence.