By Jon Vanstone, chair, Certass TA.
In today’s marketplace, speed matters. Homeowners expect answers quickly, whether they send an enquiry at 9am on a Monday or 9pm on a Sunday. Yet speed alone is not enough. A fast reply that is wrong, unclear, or lacking evidence can do more harm than good. Responsiveness is only valuable when it is accurate.
Too many businesses fall into the trap of replying quickly just to be first in line, without ensuring the information will stand up if challenged.
In a world of tightening regulations and growing scrutiny, every answer you give to a potential customer is both a sales opportunity and a test of your credibility.
First impressions
That first reply sets the tone for the relationship. Responding promptly, clearly, and with accurate information immediately sets you apart. You are not just another name in the homeowner’s inbox; you are the professional who inspires confidence from the start.
Conversely, if your response is vague, inaccurate, or delayed, the customer will question whether you are the right choice. Doubt is hard to shake. Even if you are technically competent, you have already lost ground.
Responsiveness should be part of your compliance strategy, not just customer service. Every written message, phone call, or verbal answer is a record of your professionalism. In a regulated environment, that record matters.
Why accuracy matters
With Minimum Technical Competence changes now in place and more regulation ahead, the information you provide is not just judged by the customer; it could be examined by certification bodies or regulators.
Imagine being asked whether a product meets the latest energy efficiency standard. If your answer is wrong, even unintentionally, you have misled the customer. That damages trust and could harm your compliance record.
Speed builds trust. Accuracy protects it. Both are essential if you want to maintain your reputation and remain competitive.
The Certass advantage
Being part of Certass makes staying informed easier. We are the only Competent Person Scheme with a person at the right government table for these regulatory discussions, giving our members the inside track on what is coming.
Our members do not have to guess or rely on outdated information. We provide clear, practical guidance, and this allows installers to answer customer questions with confidence.
For most enterprise businesses, keeping up with every regulatory change is difficult. Certass takes that burden off your shoulders so you can focus on running your business and serving your customers.
Responsiveness is not about firing off replies when you have a spare minute. It is about having systems that make it easy to respond quickly and accurately every time. That might mean:
- Keeping approved answers to common technical and compliance questions;
- Having product information from suppliers ready to share;
- Using digital tools to log and track enquiries;
- Having an AI Bot on your website;
- Training your team so everyone understands the importance of timely, accurate communication.
When responsiveness is part of your professional culture, it becomes a competitive advantage.
Homeowners rarely distinguish between different parts of the sector. A bad experience with one installer shapes how they view the entire industry. Poor communication and slow responses reinforce the old stereotype that tradespeople are unreliable.
The reverse is also true. When customers receive fast, accurate, and professional replies, their trust grows. That trust is vital if we want to see greater investment in home improvement works.
Government wants to drive large-scale retrofit and improved building performance, but that can only happen if homeowners feel confident in the people doing the work. Responsiveness, backed by accuracy and compliance, is essential to building that confidence.
The bottom line
Being fast is good. Being right is essential. Together they turn an enquiry into a booked job and a customer into an advocate for your business.
At Certass, we help our members deliver both. Our direct role in shaping regulation ensures our guidance is always current and practical. Our support makes it easier for installers to stay informed, respond quickly, and keep their compliance in order.
If you want to be the installer who stands out for all the right reasons: trusted by homeowners, respected by peers, and always ahead of the regulatory curve, make responsiveness a strategic priority. Not just quick replies, but replies that you can stand behind.
In this market, trust is built in seconds and protected for years.
