From the cost-of-living crisis to conversion rates, Universal Trade Frames’ Richard Hammond shares his perspective on the current state of the window and door market and explores the challenges and opportunities for installers in 2025.

Against a backdrop of continuing global and economic headwinds, challenging market conditions persist for window and door installers, with a volatile and competitive market taking its toll on profit margins.

“In general, the market is quite tough at the moment,” Richard Hammond, Sales Director at Universal Trade Frames, admits. “Feedback from the trade sector is that consumer confidence and in turn, consumer spending, is quite low. That translates to lots of quotes, and a lower than average conversion ratio.”

But despite these hurdles, opportunities remain for installers who choose to work with the right partners. With proactive fabricators, like Universal Trade Frames, providing the tools to help installers stand out, winning sales is easier, according to Richard.

“In response to the current challenges installers face, we’ve worked hard to keep prices competitive and support our customers with marketing initiatives, social media campaigns, special offers; all kinds of things that can help generate that little bit more interest to ensure they’re the ones that win the quote over their competitors,” he explains.

With windows and doors sliding down the priority list as the cost-of-living continues to bite for many consumers, adding value is key when converting sales leads to solid orders, according to Richard.

“Offering additional features within the same budget, upgrading things like cylinders, handles and locks, are all examples of how we’re giving our customers the advantage over their competitors in the market,” says Richard. “It means for a like-for-like value proposition, we’re offering a lot more in features and benefits.”

Providing the right products is also integral to success in a subdued market according to Richard. With premium windows and doors often attracting consumers of a more affluent or financially secure persuasion, installers who add high-end products to their portfolio can reduce the negative impact of economic uncertainty on their bottom line.

“Offering a higher tier product, such as the Residence Collection of windows and doors, gives our customers the chance to secure work at a higher retail value, but also gives them access to a market that’s perhaps a little bit less sensitive to the current economic turbulence we face,” Richard explains.

“We find that installers who offer these premium product ranges are less affected by fluctuations in the market because their customers are still prepared to make the commitment to buy, despite the current climate. It provides a level of insulation against a sluggish economy and keeps their installation teams busy, week in, week out,” he adds.

Offering the full Residence Collection, including R9, R7, R2 and the RD range also presents installers with the chance to up-sell, as Richard explains: “We supply everything the Residence Collection offers,” he says. “That means our customers can pitch a fully matched R9 window and door to homeowners as a higher-value job.”

As a single-source supplier of premium products, which also include Solidor composite doors, Optima Flush windows from Epwin and the Spectus Vertical Sliding Sash window, Universal Trade Frames can provide everything required for a job on a single delivery, reducing admin, and other costs associated with multiple orders, for installers.

“We’re always looking for ways to help our customers increase margin, especially in the current climate, and offering a range of premium products from a single source is another way we do this,” adds Richard.

“There’s no getting away from the fact that times are tough, but partnering with a proactive partner like Universal Trade Frames can provide the marketing support, added value proposition, single-source supply and competitive pricing boost installers need to keep thriving in challenging economic conditions. If you’d like to know more about working with us, why not get in touch?”