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NHBC Takes One Step Beyond
The NHBC has launched a new event designed to reflect the changing nature of the housebuilding industry, address the issues affecting the sector and...
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Understanding The Archetypal Architect
With almost 40,000 of them registered in the UK, Reynaers feels it is important for installers to understand the mindset of architects to support effective marketing, sales and ultimately, installation.
That’s why the aluminium doors, windows and facades specialist organised an open day featuring a first look at a new CPD for residential architects.
Installers from across its network were also invited to the event at its Birmingham headquarters to learn more about how understanding the unique psychology, motivation and needs of architects can benefit their business and how to work in closer collaboration.
The day included workshops and a presentation by guest speaker Paul Iddon, the vice president of the Manchester Society for Architects, who outlined that developing an accurate understanding of the specification journey from inception to completion, supports installers’ success in building relationships with architects.
Continuing professional development
As part of the event architects got a first look at Reynaers brand new RIBA-approved CPD called Memories of Green, which is written by an architect for architects. It centres on how innovation in glazing systems helps to fulfil the human need for well-being and connection with nature.
The author Paul Iddon says: “It is vital when marketing and selling to architects that installers understand their perspective, in that they have an ingrained desire for projects that are built well, are useful but are also aesthetically appealing in a way that connects with people.
“As with other sectors, situation, quality and function are always prioritised, however, architects are looking for products that combine function and design, while ticking all the boxes with regards to technical performance characteristics, such as safety, structural stability and acoustic performance.
Challenges
Iddon continues: “The challenges for architects include delivering their vision in an industry that often prioritises low cost over design, liaising with clients and contractors on technical support and co-ordinating the planning, design and product specification.
“To provide solutions to the challenges faced by architects, it is vital for installers to understand the way in which architects think. This will ensure that as a company they will be able to meet the needs of architects with genuine understanding and tailored support, which in turn will benefit business.”
Evolving understanding
Samantha Hill, the head of marketing at Reynaers Aluminium UK, said: “At Reynaers we are keen to support installers in understanding the needs of architects and support in any way we can to better serve customers and projects. The presentations and discussions that took place at our recent open day demonstrated the value in understanding this key demographic within our industry. While our product credentials meet the most stringent demands in terms of energy efficiency, security and architectural design, it is vital that our understanding of the process as a whole constantly evolves to underpin the value of our product offering.”
Picture: Reynaers’ Installer Day included workshops and a presentation by guest speaker Paul Iddon, the vice president of the Manchester Society for Architects.
Article written by Cathryn Ellis
31st July 2025