New research from Keystone Market Research suggests window and door companies could improve how effectively they connect with homeowners during the sales process.
According to Keystone’s latest consumer findings, only 7% of homeowners said window and door salespeople addressed what mattered most to them and recommended styles suited to their tastes “very well”.
The research also found that 92% of homeowners would choose an installation company that better demonstrated an understanding of their needs and style if products were otherwise similar. More than half said they would still choose that company even if it was more expensive.
Keystone said the findings highlight the growing importance of understanding homeowner priorities, lifestyles and aesthetic preferences in a competitive market.
The insight forms part of Keystone’s latest UK Consumer Fenestration Trends Report, which examines homeowner attitudes towards windows, doors and glazed extensions. The report also includes a dedicated feature exploring demand within the aluminium sector.
The research combines analysis of homeowner priorities with updated Mosaic homeowner profiling to identify changing purchasing behaviours and future investment trends.
Charlotte Hawkes, Director at Keystone Market Research, said: “This latest report highlights that while core homeowner priorities remain stable around quality, security and energy efficiency, we’re seeing much clearer segmentation in who is actively investing, how they make decisions and where the strongest growth opportunities lie.
“Our findings around homeowner expectations of salespeople show there is still a major gap between what consumers want and what they currently experience during the fenestration buying journey.”
The report has been supported by Business Pilot, Endurance Doors, Epwin Window Systems, the GGF, Liniar and VEKA, and is available by subscription.
