How to market windows and doors even during challenging times

24 July 2022
Updated 19 August 2022

With the cost of living increasing rapidly, homeowners are starting to feel the pinch as day-to-day living expenses and household bills rise.

In April, heating and fuel costs rose while national insurance also went up. October is expected to bring another increase in energy bills, and inflation is expected to peak at 8.7% in the fourth quarter of 2022.

By marketing your windows and doors correctly, you can beat the competition and generate more business. This blog post will discuss how to market your windows and doors effectively to reach your target audience.

A focused marketing strategy can aid your window and door company in reaching those likely to be actively looking for windows and doors, whilst allowing you to still cater to your average customer, but thinking carefully about how you convince them it’s the right product for their needs.

Higher ticket, high-end product focus

As homeowners face rising costs that eat into disposable income, it is essential to focus on selling to more affluent customers who may not have childcare burdens, own their homes already, be debt-free, or have large amounts of disposable income or savings. These individuals are more likely to have the extra money necessary to make a higher-end purchase. Many people in this high-income bracket will spend extra money on aesthetics such as the premium Refine flush sash windows bespoke colour options including the dual colour option. They may also upgrade their glass to acoustic laminate glass for better sound insulation.

Those with larger incomes are generally seen to have a lower impact during an economic downturn, meaning that they are a more reliable audience base to focus on, and due to their higher disposable income, they often will purchase higher-value products, meaning you need fewer customers to reach your targets.

It is therefore important to focus on the higher ticket, high-end items such as bi-fold doors or composite doors with all the security features added or total home window replacements.

It’s no secret that different areas of the UK have different levels of affluence, so in some cases, you may need to broaden your area coverage to reach the right customers.

Don’t neglect your average customer

You can still target customers outside the higher income bracket, and you should continue to do so to support your bottom line. However, to reach an audience that may have less disposable income, you need to change your marketing strategy. Instead of simply listing the features of your products, you need to focus on what is important to that type of customer at the moment. For the middle-income bracket, focus on the robust nature of the products. Explain the benefits of uPVC including the resistance to wear and tear, and highlight the 10-year guarantee the customer will receive giving them more peace of mind with their purchase.

They may have even more of an interest in how they can save money and cut their energy usage. Consider explaining the benefits of double glazing, including the fact they can save money on energy costs going forward. Highlight that although windows and doors are a bigger expense now, by buying high-quality products you provide they will not have to replace or repair them as often, saving money long term.

Focusing on promoting the energy efficiency credentials of the windows and doors you offer will be paramount. But it’s also about explaining it in a way so that the customer can visualise the potential. This could be in the form of research or data showing how much upgrading from single glazing to double glazing can typically save on energy costs. Most people will know that double glazing is more ‘energy-efficient,’ but what does that mean in real terms?

Customers are also more likely to be interested in green credentials. As the environment becomes increasingly important, those looking to purchase windows and doors want to know that your company is doing its part to protect the planet. If your products are made from sustainable materials, or if they help to reduce energy consumption, be sure to mention this in your marketing. Customers will be more likely to purchase from you if they know that their money is going towards an environmentally conscious company.

You can market your windows and doors effectively and beat the competition by following these tips. It is more important than ever to focus on what sets your company apart from others in today’s market. If you can do that, you will be sure to succeed.

To beat the competition, you also have to supply the best. Contact TruFrame today for high-quality windows and doors that your customers will love.