While demand has been at record levels for the last 18 months, leads have been plentiful. With things slowly starting to get back to normal, however, Andy Royle, co-founder and Managing Director of Leads 2 Trade, the UK’s leading provider of double-qualified sales leads to installers operating in the home improvement sector, discusses why leads will become harder to come by.
It’s fair to say that leads have been much easier to come by for installers in the last 12 to 18 months as demand for home improvements has been at an all-time high.
The market has been buoyant for longer than we first anticipated last year, when it was thought that come spring and summer consumers would be spending any excess wealth saved due to the pandemic on foreign holidays after being stuck indoors for so long.
With confidence in foreign travel still low and travel not having the dramatic impact we thought it would, demand has stayed high during the last 5 months.
We have seen the number of double glazing enquiries received through our Compare Companies, Double Glazing on the Web, and Conservatory Online Prices websites rise by 40%, from 6862 in May to 9562 in September.
While installers will have been making hay while the sun shines, the economic backdrop as we move into the winter and towards 2022 means things might be starting to turn, with some installers reporting a definite shift to receiving fewer enquiries.
Consumers with the confidence to spend the money in their pocket have seen home improvements rise and our industry has been hugely fortunate compared to most since the pandemic.
But with energy price hikes just in time for winter, and another rise predicted in April, supply shortages due to a lack of HGV drivers, and the end of the furlough scheme, that confidence is likely to disappear quickly as people have less money in their pockets.
Installers may well have order books that are full until 2022, but now is the time for them to start thinking about how to sustain the level of leads they have been used to for when demand for home improvements takes a hit.
Many will have invested in resources and recruited to meet current demand, so ensuring that new business is there in the short to medium term and making sure the current volume of leads can be maintained and sustainable, will go a long way to installers not seeing a dramatic drop off.
With enquiries and leads set to become harder to come by, installers should be looking to partner with a specialist lead provider for replacement windows, doors, conservatories, and conservatory replacement roofs leads.
To make sure our installer members have the best chance of winning work from the leads we generate, we introduced a confirmed, pre-arranged appointment against set criteria, so installers have a guarantee of only paying for a lead if they ‘sit and pitch’ rather than having to buy a raw lead and finding it doesn’t quite meet with your criteria, which is time consuming and costs money.
The appointment, in the postcode of the installer’s choice, is delivered to just one other company meaning the work will be easier to win.
Generating the right leads will be vital for installers to continue to grow their businesses – and a steady flow of leads from consumers who are ready to buy will be important for installers to maintain the levels they have got used to over the last year.
For more information on joining Leads 2 Trade’s Trusted Local Supplier Network, telephone 0800 124 4308 or clickhere to find out more: https://leads2trade.co.uk/join/