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GGP 04 Apr 2016

13 NEWS Despite reputation being the number one priority when choosing a company, when asked about the reputation of the home improvement market as a whole only 37% responded positively, while 57% remained neutral. On the economy, 50% of consumers surveyed said they expect the UK economy to improve in the next five years, an increase of 8% on last year’s survey. According to Leads2Trade, this increased confidence is a key factor in homeowner spending habits and reveals opportunities in the market for installers in the coming months. When it comes to which products they want to invest in, 91% of homeowners said they prefer PVC-U over just 7% who said aluminium. Andy Royle, director at Leads2trade, commented: “Our comprehensive report gives the industry a good indicator of what consumers are thinking and highlights profitable pockets of growth in the market. “It’s also positive to see that despite an inevitable hike in interest rates going forward and uncertainty around the upcoming EU referendum, consumer confidence is robust and there is velocity in the economy. The report makes more than good reading for our members and the wider industry.” www.ggpmag.com April 2016 FENSA WERs give competitive edge 61% of FENSA installers believe that by opting in to free FENSA Window and Doorset Energy Ratings they will gain a competitive march over other window and door installers – according to a recent survey. 63% also stated that they wanted to use W indow and Doorset Energy Ratings labels with the FENSA name on. 51% believe that their customers understand these kinds of energy ratings labels as they are similar to those seen on washing machines, fridges and freezers. “It’s not a surprise to us that installers – and indeed the wider replacement glazing industry – are so keen on having the biggest brand in the sector on their energy labels,” said FENSA MD, Chris Mayne. “Everyone knows that FENSA is the only glazing competent scheme asked for by homeowners – and that’s not our claim – it’s from BBC Wales no less.” CMS celebrates with donation Consumer survey reveals confidence A recent consumer survey has revealed that the majority of consumers (60%) are still looking to invest in their properties and confidence in the economy hasn’t waned. The statistics come from the latest major consumer survey carried out by Leads2trade, supplier of double qualified leads and installer support. The company says it speaks to thousands of consumers each month and uses the opportunity to carry out a questionnaire, which tackles a number of subjects. When asked what marketing activity is most likely to attract their attention, 42% of consumers said a website, followed by local advertising (24%) and email marketing (15%). 99% of homeowners also said they would prefer to get more than one quote, suggesting they are going online to research and compare multiple companies before they buy. 49% of respondents said company reputation is the most influential factor in closing the sale, and 37% said customer references. Only 4% said sales and marketing material factored in their decision. Homeowners have more disposable income Directors at the Consumer Protection Association (CPA) say recent figures from the Office for National Statistics (ONS) that shows homeowners have more disposable income compared to previous years, spells good news for its members. Figures from the ONS revealed a recovery in household incomes, which had been hit by the financial crisis. This increase has happened because average earnings are rising faster than inflation and employment rates continue to rise. Disposable income available to the average households in the UK was £25,700 in 2014-2015. This is £1,500 higher than what was available in 2012-2013. Jeremy Brett, managing director at the CPA, commented: “An increase in employment and higher wages has pushed living standards back above where they were before the financial crisis, meaning that not all consumers are still tightening their belts when it comes to spending. “With more disposable income, some homeowners will be looking to spend this on products and services usually seen as luxury in times of austerity, such as new windows and doors or fitting a new kitchen or bathroom. Let’s not forget that an Englishman’s home is his castle.” This is good news for CPA members as it suggests increased demand for reliable installers and their services is soon to hit the home improvement industry. Jeremy says now could be a good time for its members to start connecting with homeowners with tailored messages and deals; as statistics show that consumers are more likely to buy from companies that are members of the CPA. He commented: “The CPA gives installers everything they need to engage with homeowners and win more sales in the home improvement market. This includes powerful sales and marketing literature, training seminars, sales training guides and our quarterly reports. “We have also launched a number of initiatives, such as our recent #togetherstronger campaign with Sumo Yuki, which is spreading the message of the benefits of becoming a trusted tradesmen.” CMS Window Systems says it has kicked off a year of supporting a wide range of charities with a £1,000 donation to The Cottage Family Centre, which provides vital services to families in Fife. The charity support coincides with the business’s 10-year anniversary. To celebrate this milestone, CMS has committed to supporting 10 charities dedicated to improving the lives of people in 10 communities in which the business operates. The firm will make 10 donations of £1,000 each to causes nominated by its most valued customers. Jeremy Brett


GGP 04 Apr 2016
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