At the start of 2025, window and door companies face real challenges – higher labour costs and low consumer confidence – but also clear reasons for optimism.
• Higher employment costs: The UK minimum wage rose from £11.44 to £12.21 per hour (an extra £1,502 per employee per year) and employer National Insurance jumped from 13.8 % to 15 % (adding about £805 per employee) .
• Strong recent growth: Despite a tough end to last year, overall market sales and leads grew by 10–13 % in 2024 .
• Construction forecasts: New residential construction is set to grow by 6.9 % in 2025 (after a 7.1 % drop in 2024), and the wider construction sector should expand by 2.9 % .
• Easier mortgages: With interest rates likely falling from 4.75 % to around 3.75 %, home buying will become more affordable .
• Long-term housing targets: The UK government aims to build 1.5 million new homes by 2030, driving demand in the second half of 2025 and beyond .
How can we use these insights to boost sales, sharpen marketing, and strengthen our brand?
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1. Sales Strategies
• Show cost savings clearly
• Use simple examples: “Our triple-glazed windows can save you £200 per year on heating.” Relate this to lower mortgage costs to make the benefit concrete.
• Offer tiered product lines
• Follow Emplas’ lead: they created three door ranges at different price points (timber-cored, foam-cored, hybrid) to match varied budgets and needs .
• Promote fast, reliable supply
• Emphasise your automation: “We cut 1,600 frames per week with our new CNC machines,” so installers know you can meet higher demand without delays .
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2. Marketing Tactics
• Lead with growth facts
• “Construction is up 6.9 % this year – now is the time to upgrade your windows and doors.”
• Address cost concerns
• Run campaigns like “Beat Rising Costs” to show how energy-efficient products offset wage and NI increases.
• Focus on future housing
• Create content around the 1.5 million-home target: “Prepare for new home projects – partner with us for guaranteed delivery.”
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3. Branding Ideas
• Position as a future-ready partner
• Use taglines such as “Building Tomorrow’s Homes Today” to align with long-term housing goals.
• Highlight automation and quality
• Share behind-the-scenes posts: “Our advanced machining centre improves precision and lowers waste,” underlining reliability.
• Show real success stories
• Feature case studies: “Installer X doubled their orders after switching to our premium foam-cored doors.”
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By using clear numbers from the latest industry data, offering tiered products, and showcasing your operational strengths, window and door companies can turn economic headwinds into growth opportunities.
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Source: “What will happen to the window and door industry in this year?” Windows Active Magazine (March 14, 2025) .