Industry Insights
Only 7% Of Homeowners Feel Truly Understood By Window & Door Salespeople – Close The Gap With Keystone’s Latest Consumer Report
Keystone Market Research is pleased to announce the launch of its latest UK Consumer Fenestration Trends Report, alongside new consumer findings highlighting a significant opportunity for installers to better connect with homeowners during the sales process. In Keystone’s latest consumer research, only 7% of homeowners said that when window or door salespeople visited their home, they addressed what mattered most to them and recommended styles that suited their taste very well - demonstrating substantial room for improvement in how companies understand and respond to homeowner preferences. This insight becomes even more important when considering that 92% of homeowners said that if two installation companies offered similar products, they would choose the company that better demonstrated an understanding of their needs and style. Significantly, 53% also said they would still choose that company even if it was more expensive. The findings reinforce that understanding homeowner priorities, lifestyles and aesthetic preferences - and being able to communicate this effectively in the home - is now a major competitive differentiator within a challenging market. Against this, Keystone’s latest UK Consumer Fenestration Trends Report delivers fresh insight into homeowner preferences, priorities and investment intentions across windows, doors and glazed extensions - with a dedicated special feature exploring the growing opportunity within the aluminium market. This latest edition combines analysis of shifting homeowner attitudes with deeper behavioural segmentation using newly updated Mosaic
homeowner profiles. A major focus is the aluminium-preferring homeowner segment, which the research identifies as one of the strongest growth opportunities currently emerging within the fenestration sector. The dedicated aluminium feature explores who these consumers are, what they prioritise, how they research products and where they are planning to invest over the short and medium term. Charlotte Hawkes, Director of 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
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