Finance – Your Secret Sales Tool

• Browse By Section
• News
• Finance – Your Secret Sales Tool

Research from Deceuninck shows that the availability of finance is key in driving sales of energy-efficient home-improvement products.

Despite easing inflation, newly-released research from the company found that almost a third of homeowners have delayed home-improvement spend due to concerns over the cost of living – a concept which is at odds with the need to improve energy efficiency in many homes.

“Utility bills remain high,” says Darren Woodcock, the general manager at Deceuninck UK. “Upgrading your property, with energy-efficient windows and doors for example, has the potential to bring those bills down significantly.

“Investing in these measures could save homeowners thousands of pounds over the years. However, times are still tough for many households and there isn’t always the cash available to pay for these things up-front.”

Finance a factor

According to the research, carried out by YouGov on Decuninck’s behalf, the availability of finance is a key driver for sales. This is particularly significant amongst under-35s, where around 40% of homeowners in this age group stated that they would be more likely to invest with access to a low-interest finance package.

“Low-interest finance options, perhaps offering payment via monthly instalments, make the purchase of big-ticket items much more manageable,” says Woodcock. “This is particularly significant for younger people, who may be lower earners and have less time behind them to accumulate savings.”

It is not just the young who are tempted by finance packages. Close to one third (33%) of the 35-55 age group and 19% of over-55s said they would also be more likely to invest if they had access to a low-interest finance package.

In addition, around half of respondents in every age group said they would be incentivised to upgrade their home with the help of an energy-efficiency grant scheme and 25% said they would be swayed to spend if VAT on energy-efficient products was cut.

Money for quality

Contrasting with the continual financial pressures on households, is the increasing popularity of high-end products and premium finishes. Despite the continuing cost-of-living crisis, close to 80% of respondents to the survey said that quality was more important than price when purchasing home improvements. Around 50% favoured foil finishes on their windows and doors.

“Both flush and timber alternative PVC-U products, combining high performance and good looks with relative affordability, are well-suited to both contemporary and period properties,” says Wodcock.

“Quality products such as Deceuninck’s heritage flush sash present an ideal opportunity to increase margin, especially when combined with modern foils and finishes, so providing a means to facilitate these purchases is key to driving sales.”

Picture: Finance could help you sell more windows

www.deceuninck.co.uk

Article written by Cathryn Ellis
23rd June 2025

Share

Related Articles