Physical showrooms still have value
While many installation companies continue to prioritise digital channels, Upminster-based installer Ken Rhodes is making the case for the continued power of the high street – especially as homeowners grow more cautious in the current economic climate.
The business, founded in 1985 by Scottish carpenter Ken Rhodes Snr, remains rooted in its original high street location. Now run by his son and namesake, the company has gradually evolved its product range and marketing approach to reflect shifting customer expectations.
Despite the modest frontage, the firm is said to operate with the same entrepreneurial drive that has long defined the UK’s independent window and door sector.
A key part of that evolution has been the introduction of the Gerda steel and aluminium entrance door range, installed as a full working sample in the showroom.
According to Ken Rhodes, the decision was driven by growing demand for demonstrable security and premium build quality: “When Pioneer introduced the Gerda door to us, we knew it was something a bit special,” he said. “Security remains a real concern for many of our customers, so it’s reassuring to have a product that can demonstrate high levels of secure locking that the more premium householder is seeking.”
The timing is significant. Ken reports that leads are currently down by around 30%, and the typical sales cycle has extended from 28 days to 35. Homeowners, he argues, are increasingly selective:
“The typical customer today is less keen to take on any significant debt and is increasingly stringent in choosing quality when making a significant purchase.”
In response, the business has adopted a more proactive marketing strategy. This includes data reactivation work, such as a recent SMS trial on 500 existing customers that generated seven appointments, a modest but welcome return according to Ken, at a time when ‘every lead counts’.
Ken adds that brand recognition remains a valuable driver, praising Pioneer’s support and the upcoming TV campaign for Gerda.
He also believes the wider industry has lost some of the visibility once generated by national players:
“The loss of some of the larger multinationals has probably affected the public perception of products as a whole. The millions that were once pumped into nationwide advertising is no longer there. The onus on us being more proactive has definitely increased.”
Alongside retail installations, the company continues to service local commercial work, recently completing four Gerda door installations on a new-build development that required non-standard widths.
“Gerda fits that bill of being something a bit alternative, without compromising on aesthetics, nor whacking up the price,” Ken said. “It’s the perfect door brand to help us through the tougher months.”