Winning the battle in Britain’s energy debate

All the discussion surrounding the current energy crisis, and its impact on domestic fuel bills, is centred on the mass adoption of heat pumps. Yet among many homeowners there is a quiet backlash, focused on cost, effectiveness and the disruption involved in adapting the internal fabric of a property, including radiators. It is also important to recognise that these systems work best in well-insulated homes.

Most home energy experts agree that insulation is the single most important upgrade for UK housing. Britain has some of the least energy-efficient and draughtiest homes in Europe, with large amounts of heat lost through windows, doors, roofs and walls. To understand why our housing stock performs so poorly, it is worth looking at colder Scandinavian countries and those in central Europe. A common denominator is the prevalence of better insulation, including the widespread use of triple glazing. Their approach is based on reducing overall heating demand by ensuring that less heat escapes from buildings.

Double glazing, triple glazing, loft insulation and wall insulation are all widely recognised as effective ways to reduce energy use dramatically. Yet they receive far less political and public attention than energy-generation technologies such as heat pumps and solar panels. The result is policy that can appear overly focused on producing energy differently, rather than reducing the amount of energy households need in the first place. This emphasis has been reinforced by powerful interests within the energy sector, which have an obvious stake in protecting future supply lines.

The bigger question is what the fenestration industry can do in response. It is vital to support trade associations such as the Glass and Glazing Federation, which have established routes into government and policy-making. They face a difficult task when competing for attention with larger energy-related trade bodies. However, the fenestration sector has a significant advantage: unlike heat pumps or solar panels, windows and doors appeal to homeowners on several fronts at once. They improve energy efficiency, security and aesthetics.

I recently spent time with a retail expert who specialises in home improvements. His view was that success depends on having the right products, the right messaging and the right price. Much of his advice was rooted in basic sales discipline: maintain an up-to-date CRM system, reconnect with previous customers and nurture old sales leads.

One of the most overlooked issues is lead response time. In fenestration, the average response time is said to be 47 hours. That needs to fall dramatically. His recommendation was that all web enquiries should be answered within an hour, ideally by phone. Retailers should also consider adding a WhatsApp Business button to their websites and Google Business Profiles, particularly to appeal to younger customers. This can be supported by automated SMS follow-ups immediately after a form submission, either to confirm receipt or to encourage survey bookings.

Technology is now central to retail sales. Digital visualisation software is increasingly expected by customers, alongside quick and professional digital communication. Yet traditional incentives should not be underestimated. Referral schemes remain powerful: why should satisfied customers not become an additional sales force? Offering £150 in cash for successful referrals can still be highly effective.

With consumer budgets under pressure, it is also important to promote 0 per cent or low-deposit finance prominently. These options should not be buried in the small print, but featured clearly in advertising and at the first point of contact. Research suggests that many homeowners are already well into the buying process before making an enquiry, which means finance options need to be visible well before the in-home appointment.

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Recent data from Barbour ABI supports the growth potential of the fenestration sector, forecasting expansion of 16 per cent by 2029. The key drivers include rising retrofit demand, tighter energy-efficiency regulations, a greater focus on security and growing interest in smart locking systems. The challenge is to push the products already available to the front of homeowners’ minds. That responsibility falls largely on the industry itself, because it should expect little assistance from a government agenda still heavily preoccupied with heat pumps.

John Cowie – Editor

E: john.cowie@windowsactive.co.uk