Keystone Market Research has launched its latest UK Consumer Fenestration Trends Report, alongside new research suggesting installers could improve how they connect with homeowners during the sales process.
According to Keystone, only 7% of homeowners surveyed said window and door salespeople addressed what mattered most to them and recommended styles suited to their taste “very well”.
The research also found that 92% of homeowners would choose the company that better demonstrated an understanding of their needs and style when comparing similar products from two installation companies. More than half of respondents said they would still choose that company even if it was more expensive.
Keystone says the findings reinforce the growing importance of understanding homeowner priorities, lifestyles and aesthetic preferences during the sales process.
The latest UK Consumer Fenestration Trends Report includes analysis of homeowner preferences, investment intentions and purchasing behaviour across windows, doors and glazed extensions, alongside a dedicated feature focused on aluminium.
According to Keystone, the report uses updated Mosaic homeowner profiles to examine behavioural trends and identify growth opportunities within the aluminium sector.
The company says the research identified aluminium-preferring homeowners as a highly engaged consumer group with strong short- and medium-term investment intentions.
Charlotte Hawkes, Director at Keystone Market Research, commented: “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.”
“The aluminium feature was particularly interesting because it revealed a very engaged and investment-ready consumer group. These homeowners are highly design-led, more decisive in their purchasing behaviour and significantly more likely to be planning projects in the near term.”
Hawkes also said the research highlighted a gap between homeowner expectations and the current sales experience offered by some businesses within the sector.
“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 through sponsorship from Business Pilot, Endurance Doors, Epwin Window Systems, GGF, Liniar and VEKA.
