It’s Halloween, as if you needed reminding. That very American tradition that is now very much a British staple is back for another year. Time really has flown this year, next week it’s Bonfire Night, then it’s Christmas. But lets not get ahead of ourselves. It was only a couple of weeks ago that I saw an advert in one of our local magazines that had me shuddering.

Scary prices

This was the advert in question (also the same heavily adapted image used as the featured image for this post):

Doors fitted from £570? The material cost alone on the doors I price cost that. Windows fitted from £250? Again, wouldn’t even cover my material cost. We won’t talk about those conservatory prices.

Then there is that claim above saying they are the most secure windows and doors on the market. I wonder how many home owners are going to look at the prices quoted, then question that statement.

Lets look at this objectively. This advert is not aimed at the home owners determined to spend high sums of money to have the very best windows and doors the industry has to offer. This advert is aimed at the value end of the market. But at £570, I would struggle to see how either the company, sales person or installer gets to make any money out of that. In reality, I suspect that by the time the quote from this company is ready, the price has risen a bit beyond that.

Market split

For me, this is just another clear indication as to the way the whole market is moving. You continue to see adverts like this, aiming at the lower end of the market, advertising products with almost impossible prices. Then, there is the continuing move from other parts of the industry determined to go in the very premium direction, fabricating and installing window and door products that continue to push the boundaries of quality, aesthetics and technology.

As a free market, there is nothing to stop this split, it’s just the way some companies want to go. Personally, I believe that the quality route is the only route. Yes it means home owners paying a bit more, but in the longer term, be it for the people inside the home, the property itself or the reputation of the industry, it’s the better way to go.

There is a clear and definite split now. I see a bigger move toward the premium end of the market, driven by a more educated and informed consumer, and an understanding from the industry that profit lies in quality, not the bottom of the barrel.

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