Homeowner Spending Set to Soften in Last Quarter but Still Up on 2014

Homeowner spending on new windows and doors could soften in the last quarter of 2015, with just over half (55%) of the consumers quizzed in a recent survey saying they are likely to spend money on home improvements in the next four months.

This was one of the findings from a major consumer survey carried out by Leads 2 Trade – the UK’s number one supplier of double qualified leads and installer support. Leads 2 Trade polled homeowners with the same set of questions at the beginning of the year; and in response to this survey 66% of those asked said they were preparing to invest in their homes. This shows a softening in consumer demand in the run up to Christmas. Leads2trade speak to thousands of consumers each month when double qualifying leads for their members; which is why they decided to carry out this major consumer survey and gain an insight into homeowner sentiment.

The survey also asked consumers what the most important factor is for them when buying from a home improvement company. The majority (40%) said company reputation and customer references (36%); against a paltry 3% who said sales presentation; and 6% who responded with membership of an accreditation body. When asked what marketing activity is most likely to attract their attention, over half (55%) said a website; 26% said local advertising and 14% responded with email marketing. On the economy; 56% of those polled believe the UK economy will remain strong; against 18% of whom said they thought it would weaken and 26% who said they were not sure. Despite huge strides made to improve the image of the UK home improvement industry only 39% said they felt it had a positive reputation; compared to 14% who said it was negative; and 47% who said neutral. To conclude the survey, homeowners were asked what material they would prefer to buy. An overwhelming (77%) said PVCu – with 18% saying aluminium and 5% saying neither.

Andy Royle, Leads 2 Trade Director, comments:

“By producing this report over four weeks we get to speak to hundreds of consumers – which gives us, our members and the industry a fascinating insight into homeowner spending plans and buying patterns. Despite a dip, demand still remains strong which is good news for the industry.”

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