The glazing market has changed a lot over the past five years. Between 2019 and 2024, average sales fell by 16% and leads dropped by 22%. Google searches for glazing terms also went down by 5%. But this is not a sign of failure—it shows that customers now take more time to decide and look for better value . At the same time, the average order value jumped by 84.5% as buyers choose premium, long-lasting products. Here are simple ways to use these insights in the window and door industry.
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1. Sales Strategies
1. Focus on Premium Benefits
• Train your sales team to highlight one main benefit, such as “Our triple-glazed windows can save you €200 per year on heating.”
• Offer package deals that bundle high-efficiency windows with professional installation and extended warranties.
2. Improve Lead Quality
• Since fewer people contact you, qualify each lead carefully. Ask questions about their renovation timeline and budget to tailor your proposal.
• Follow up quickly with detailed quotes and energy-saving calculations to keep the customer’s attention.
3. Upsell with Confidence
• Use the finding that customers invest in long-term value: suggest aluminium frames for their strength and low maintenance, even if the initial cost is higher.
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2. Marketing Tactics
• Use Clear Data Points
• In social posts and flyers, state “Average project value up 84.5%—see why homeowners choose premium glazing.”
• Create simple infographics showing “16% market drop vs. 116% January lead surge” to build urgency.
• Educate Your Audience
• Write short blog articles or videos explaining why energy efficiency and durability matter more than the lowest price.
• Host free webinars on “How to choose the right glazing material” to capture quality leads.
• Seasonal Campaigns
• Plan a “Spring Renovation” sale in March when leads rose by 116% compared to December.
• Offer limited-time discounts on timber or aluminium products to drive bookings before summer.
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3. Branding Ideas
1. Position as a Premium Expert
• Use slogans like “Evolving with You” or “High-Value Glazing for Modern Homes” to reflect the market shift.
• Showcase customer testimonials about long-lasting installations and lower energy bills.
2. Highlight Operational Excellence
• Promote your use of tools (e.g., automated project tracking or fast payment options) to show efficiency and reliability.
• Share behind-the-scenes posts on streamlining registrations and installations, building trust with prospects.
3. Align with Future Demand
• Emphasize that 46% of homeowners plan renovations in 2025, with 13% focusing on windows and 15% on doors.
• Brand your company as ready for the surge, with enough stock and staff to handle high-value projects.
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By focusing on premium offerings, using clear market data in marketing, and strengthening your brand around reliability and innovation, you can turn fewer leads into higher-value sales—and position your company for growth as the glazing market evolves.
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Source: “A 5-year market analysis shows the glazing market is evolving,” Windows Active Magazine (April 7, 2025) .