Projected sales of windows and doors are trending positive through the end of 2021 and likely beyond. According to industry forecasts, the market will see increases of at least 4.5% this year and next. The increase will include products ranging from lower-priced, hollow-core doors and vinyl windows up through to the more expensive high-end solid doors and dual-pane, energy-efficient windows. The only question seems to be: how can you effectively identify opportunities to take advantage of this growth in a targeted area?
Setting Your Sights on Building Permits
The marketing edge you need is found in the permits. Building permits can be a gold mine of information about home construction and renovations, which also include installation of new windows and doors. Instead of a scattershot approach to vaguely-defined prospects, vital data harvested from building permits drives a more sharply-focused marketing strategy to reach out to the right customers at the right time.
A simple one-to-one replacement of an existing window or door without any alterations typically doesn’t require a building permit. However, resizing an existing opening—common when upgrading windows—or cutting an all-new opening to accommodate a new window or exterior door triggers the building permit requirement in most municipalities. Additional facts appearing in the floor plan accompanying the permit application typically include the number, type and size of windows and doors. The estimated valuation included in permit applications also gives you a snapshot of typical prevailing budgets in a given area.
Connecting The Dots
Armed with relevant information from permits, you’re also able to discern specific product demand, such as particular materials or desired features, empowering you to adjust your marketing focus to emphasize these products. Permit data helps extrapolate from particular products or services to related options that might be in demand, too. For example, permit data indicating a trend in installation of high-efficiency HVAC systems or upgrading home insulation might indicate an up-and-coming opportunity for marketing energy-saving windows or doors as well.
Fine-tune your efforts to identify expanding markets and product trends with specialized data from building permits. Contact Construction Monitor for more details now.