Silka is encouraging installers to take a closer look at younger homeowners after new research revealed a significant shift in renovation behaviour.

MyBuilder’s latest Renovation Nation Report found that 18 to 34-year-olds are nearly five times more likely to upgrade their current home than those aged over 55. More than half (53%) say the current financial climate makes them more likely to invest in their existing property rather than move, compared to just 11% of over-55s.

“Younger homeowners are becoming an increasingly important part of the renovation market, but many businesses are still communicating in the same way they always have,” explains Asa McGillian, managing director at Silka Aluminium Windows & Doors.

“They’re investing in extensions, upgrading existing spaces and taking on ambitious renovation projects much earlier than previous generations. The opportunity is there, but it’s important to recognise that this audience often researches products differently, and has different expectations.”

Silka says younger homeowners are more likely to compare products online, get excited by inspiration-led content, and scrutinise specification details before making purchasing decisions.

“This type of customer often arrives at an appointment with a clear idea of what they want their project to look like. What they’re often less familiar with is the specification behind it, and why one solution costs more than another,” Asa adds.

“That creates a real opportunity for installers who can clearly communicate value. Whether it’s smart technology, premium materials, security features or long-term performance, this age bracket is looking to the experts for assurance they’re making the right investment.”

The findings also reinforce the importance of providing installers with the right tools to support those conversations. Through the Silkaselect trade partner portal, Silka provides approved partners with access to magazine-style brochures, datasheets, videos, imagery, social media content and marketing assets designed to bring their aluminium products to life, and support sales activity.