‘Upgrading homes for the unexpected ’

Will the experiences from the current coronavirus pandemic contribute to changing consumer demand patterns for home improvements? Probably not the most important consideration while we are all attempting to secure the health and safety of our families. However, if businesses are forced to close temporarily, it will be a time to reflect on strategies to ensure companies return to market in a position where they can continue to trade successfully. Studying consumer behaviour is a key dimension of marketing strategy and guarantees that firms offer the right products to match consumer needs and demands.

Tradesperson comparison website, HaMuch.com, has looked at the cost for homeowners of upgrading their home to prepare for unexpected situations. These include additional security measures, to energy sustainability, as well as water and food storage and production. The list includes two areas that are of particular interest to our sector: reinforced windows and high-security locks. HaMuch.com has also estimated the cost to consumers of these products and offered this advice to homeowners:

“Reinforced windows – £2,565 to £10,260 – an expensive but essential last line of defence, reinforced glass can come in very handy when protecting your home during the end of the world. It doesn’t come cheap though. Your average reinforced glass will cost £25 per square foot, but this climbs to £100 for a bulletproof option. With the average window sized at 5.7 square feet and some 18 windows in even the most modest of homes, you’re looking at a cost of £2,565 for reinforced glass and £10,260 for the bulletproof option. Estimated cost: bullet-resistant flat glass can start from around £25 to £100 per sq ft. The average window is 5.7 sq m and a modest home would require 18 windows at 102.6 sq m. 102.6 x 25 = £2,565. 102.6 x 100 = £10,260.”

“High-security Locks – £130 – There’s no point in protecting your windows if your doors aren’t protected. On a budget, you could fit two high-security locks to your front and back doors plus labour for £130. Estimated cost: High-security lock = from £80 upwards for two. Locksmith call-out = from £30-50.”

Founder and CEO of HaMuch.com, Tarquin Purdie, commented: “We’re in no way suggesting that the end of the world is on the horizon but with the way some people have been panic buying ‘essential’ items, you could be forgiven for thinking otherwise. Like many, the trade sector has been hit hard due to the spread of the coronavirus and with Government advice to self-isolate, many can no longer work as they are unable to visit people’s homes. So we thought that those who are fearing the worst and are currently sat on two year’s worth of toilet rolls and hand sanitisers might want to go the extra stretch in protecting their homes and pump some cash into a hard-hit trade sector in the process.”

Window installer David Carson of Ambledown Windows believes the market will adjust to changing consumer tastes and needs: “I think bulletproof windows are a bit of an extreme example. I can see products such as flood defence doors becoming more popular. In fact, we have witnessed increased enquiries for these.”

It’s a thought-provoking area and one we will no doubt be discussing at length over the coming months.