Andy Royle, director and co-founder of Leads 2 Trade, discusses the latest trends in the home improvement market from a lead generation perspective.
Q: What are the standout product trends you’ve seen from consumers over the last eight months?
A: Windows and doors have always been in high demand, but this year we’ve noticed some interesting shifts. There’s been a significant spike in inquiries for single doors, particularly composite doors, which have become incredibly popular among homeowners looking to make a statement with their front doors.
Another trend we’re seeing is the evolution of the traditional conservatory. While we’ve always been strong in conservatory leads, there’s a clear move towards what I’d call ‘modern orangeries’ or single-storey extensions. These spaces are all about open-plan living, often incorporating the kitchen and featuring bifold doors. It’s a trend that really speaks to how homeowners are reimagining their living spaces.
Q: How are traditional conservatory companies adapting to this shift?
A: Many of our conservatory installer members are pivoting to meet this new demand. They’re now offering single-storey extensions that still incorporate a lot of glass to maintain that bright, airy feel that conservatories are known for. It’s a clever adaptation that allows them to meet the changing preferences of homeowners.
Q: Are there any renovation trends you’ve noticed for existing conservatories?
A: In the last two-three years, we’ve seen a resurgence in homeowners looking to update their traditional Edwardian or Victorian conservatories. Many of these structures originally have polycarbonate or glass roofs, but now there’s a strong demand for retrofitting them with solid tile roofs, which gives the conservatory more of an extension feel and improves its usability all year-round.
Q: Can you give us an idea of the volume of leads you’re generating in response to these changing consumer demands?
A: Since launching in 2006, we’ve built up a robust network of lead generation channels, including well-established organic ranked assets, paid search platforms like Google AdWords, and a strong affiliate network. The volume can fluctuate seasonally, but on average, we’re generating approximately 3,000 to 4,000 raw inquiries per week. These come in as web form submissions, which our call centre then double qualifies directly with the consumer before passing them on to our installer members.
Q: How do you ensure the quality of these leads for your installers?
A: Quality is paramount for us, which is why we have a rigorous double qualification process. Once an inquiry comes in, our trained call centre staff contact the consumer directly. This allows us to verify the details of the inquiry, assess the project’s viability, and ensure that the lead is genuinely valuable for our installer members. Our members can receive these leads in postcodes of their choice in several ways, including our appointment leads, where we book and arrange a firm and fixed appointment with the consumer, and they only pay for the lead if they sit and pitch it, and our hot key transfer leads, which we can transfer live to an installer sales team.
For more information on joining Leads 2 Trade’s membership network of installers telephone 0800 124 4308 or visit https://leads2trade.co.uk/about/membership-options/
