Insight Data highlights increased sales opportunities for building product suppliers
Anyone running a trade counter business knows that general builders represent a significant slice of the window, door and conservatory industry. Historically, few wanted to deal with them – the ‘back of a cigarette packet brigade’ were time consuming, high maintenance and low volume. How times change.
A difficult housing market has played in the favour of building contractors. Instead of moving, homeowners often improve their homes in stages: last year an extension, this year a new kitchen. Next year new windows and doors.
The white van man is the new window fitter
For homeowners it can be a tough call: the shady reputation of ‘cowboy builders’ or the double glazing salesmen with their reputation for high pressure selling? Nowadays, property owners no longer have to make that choice.
By forging relationships with the homeowner over a period of time, local builders have gained a valuable advantage – trust. Today, many homeowners are entrusting their regular builder, or one recommended to them, to install their doors and windows, without even seeking a quote from a traditional window company.
What’s more, general builders now automatically replace windows and doors when they’re fitting a new kitchen, remodelling a bathroom or building an extension.
New trend = increased sales opportunities
There are currently 20,651 building contractors involved in home improvements, extensions, renovation and small new-build projects; all of which are likely to include windows, doors, conservatories or roofline products.
Targeting those builders opens up new opportunities with potentially thousands of profitable new customers; however, they have always been notoriously difficult to track down. This is where the Insight Data general builders database comes in.
In 2010, Insight began developing a specialist database of builders, compiling an initial list of over 75,000 raw contacts and painstakingly turning this information into a comprehensive database of general builders with detailed market intelligence. This information is available on Salestracker, Insight Data’s online database software.
Search for local builders in your area
The database is ideal for suppliers in the fenestration and building products industry; dozens of companies already use Salestracker to drive additional sales. What makes it unique is that data is updated live in real-time by Insight Data’s research team, so users are always working with the most accurate, relevant information. In additional, users can filter the database by sector (such as home improvements, roofing or new-build) and by geography, down to postcode level.
“Salestracker is ideal for trade counters and local suppliers to target builders within a 10 or 20 mile radius,” explains Insight Data’s commercial director, Helen Costeloe-Hughes, “while regional and national trade depots and merchants will find the database invaluable to drive new customers through the network.”
Another trend is that many major manufacturers are now using this marketing list to build brand awareness and create sales leads that are passed on to customers, driving sales volume throughout the supply chain.
Tailor your sales and marketing strategy…
General builders tend to be hands-on; most of them will be out on site during the day and as a result they are often difficult to contact during office hours.
Direct mail, particularly with product offers or promotions, is a great way of tempting builders into a local depot, especially when accompanied by a bacon roll and hot drink early in the morning. Product catalogues and technical information are also useful for builders.
The chances are that builders will look at your marketing material in the evening, so be sure your website is up to date, can handle any enquiries or quotes and has all the relevant information.
In the last two years, the number of builders using email has more than doubled, from 5,000 email contacts in 2011 to over 12,000 today. What’s more, as most builders are out on site, many use smartphones and pick up their emails on their mobile device. The database is now the largest builders email list in the UK.
… and use the Insight database to target general builders
Whatever strategy you take, you can be sure general builders now offer considerable opportunity to increase sales. Many are now installing more windows, doors and conservatories than some double glazing companies.
The Insight builders database is available on a national and regional basis, with data updated live in real time. To learn how you can compile your own, personalised email or mailing list, call us on 01934 808293 or send us an online message.
