Image Above: Andy Royle
The home improvement boom coupled with consumers increased aspirations has seen conservatory sector become even more valuable for installers. And as Andy Royle, co-founder and Director of Leads 2 Trade, explains, it means leads are becoming even more valuable.
The UK conservatory market has experienced periods of growth over the last 40 years thanks to consumer spending habits, perception changes, more sophisticated designs, and better materials.
Having progressed from functional to social space, conservatories have always had a big role to play in the home improvement market.
Indeed, conservatories have been our most sought-after home improvement service and we have been leading the way in matching conservatory installers with homeowners looking to have a conservatory added to their property.
With many conservatories in the UK now outdated compared with the technology, performance, and aesthetic possibilities of the latest innovations currently on the market, homeowners want a conservatory refurbishment and upgrade, particularly as they inherit older conservatories.
And due to homeowners having spent the bulk of their time in their homes for the last 12 months due to the coronavirus pandemic, conservatories are in high demand as the perfect way to add extra living space.
That is a 25% increase in lead volume on this time last year and we are expecting that volume to increase.
Conservatory fashion and taste has changed from the traditional 3m x 3m white plastic, u-PVC box, Victorian conservatory with polycarbonate roof to more of extension to the home which can add value to the property.
A wider range of ‘glazed extensions’, including orangeries, verandas and solid roof systems has meant an increase in the number of homeowners expressing an interest in having a single-storey extension, often specified with a roof lantern or higher specification products such as wide span bi-fold doors, for a more luxurious, contemporary all year-round living space.
We have also seen an increasing trend for replacing a worn-out glass or plastic conservatory roof with a new, lightweight tiled conservatory roof thanks to their increased energy efficiency and their ability to retain warmth in the winter months and keep a conservatory cool in the summer.
A higher value
With a desire for conservatories to become an integral part of the house as a single-storey extension rather than an afterthought, the average order value for a conservatory has been higher than it ever has.
One of our members, Ideal Homes Orangeries & Conservatories Ltd, wrote £250K in business from our conservatory leads in the first quarter of the year thanks to our premium lead service.
For any business, enquiries and appointments are the biggest factor and since Ideal came on board with us they haven’t looked back. Our guaranteed appointment booking service has been incredibly successful and time saving for them and writing £250,000 from those leads in a very short period is testament to that – and to the kind of high value leads we are generating daily.
No pitch, no fee
Our guaranteed appointment booking is part of our ‘no pitch, no fee’ premium lead service. Instead of a sales lead, we provide the installer with a confirmed, pre-arranged appointment which is communicated to both parties with reminders sent to the consumer prior to the agreed meeting.
Scrapping the traditional model used by other lead providers of supplying a consumer with up to four no obligation quotes, the lead will only go to one other installer, meaning a greater chance of winning the work, and an installer only pays for the lead if they sit and pitch.
The ability to provide confirmed appointments is a real differentiator for us and gives our members the best opportunity to convert leads into revenue. Our ‘no pitch, no fee’ service represents real value for money with our fenestration clients achieving an average 8– 10 % cost of sale.
To find out more about Leads 2 Trade’s premium lead service visit www.leads2trade.co.uk.