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A foot in the door?
Andrew Scott, founder and MD of Purplex Marketing, argues that often unwelcome ‘small jobs’ can be the start of lasting customer relationships and bigger business.
As you’d expect from a marketing company working with businesses across the UK, we’re in constant dialogue with installers of all types, from dynamic new ventures to well-established firms. Over time, this gives us valuable insight into shifting priorities and emerging trends within the industry.
Lately, one topic that seems to be surfacing more often is the balance of work coming through from lead generation activity. In particular, there’s been some discussion around the number of door-related enquiries, and a sense that these are sometimes viewed as lower-value opportunities.
It’s not a new theme, but it does appear to be gaining renewed attention. While door installations remain an important part of the product mix, they don’t always deliver the same margins as larger projects. Quoting, surveying and fitting still require time and resource, and when smaller jobs dominate the pipeline, it can naturally raise questions about perceived value.
But here’s the point I always coming back to – a door enquiry is still a lead. And more often than not, it’s the start of a conversation rather than the end of one.
The reality is that many homeowners don’t come out of the gate asking for a full house of new windows or a brand-new orangery. They start with something manageable; something relatively simple that needs doing. The front door is often just that – an easy, contained project that gets them thinking. It gets them talking to someone. It gets them engaged with a business.
From there, the opportunities grow. That one door might turn into a set of matching windows, or they might start thinking about replacing their back doors too, perhaps with a bifold or sliding system. Before you know it, they’re asking if you do garden rooms, porches or roofline products. And if you’ve impressed them with the door, you’re in the perfect position to take that relationship further.
The other side of it, of course, is recommendations. If someone has a great experience, even with a small job, they’re far more likely to mention you to a neighbour, a family member or a friend who needs something more substantial. Word of mouth still matters, and smaller jobs often generate more of it than people realise.
But I think what’s really behind this issue is a broader shift in the market. During and immediately after the pandemic, most installers were inundated. Work was falling into their laps, often with minimal effort. The backlog of jobs meant that few had to think much about selling – it was more about scheduling.
Five years on, all that has changed. The market has cooled, competition has increased and homeowners are more cautious with their spending. We’re back to a world where selling really matters. Not hard selling, but active listening, thoughtful advice and making the most of every enquiry that comes your way.
This isn’t a criticism. It’s a reminder that the businesses that thrive in more competitive times are often the ones that stay sharp. They don’t dismiss leads just because the initial value looks small. They recognise potential, ask the right questions and build long-term relationships.
It’s also worth pointing out that not all “door leads” are modest in scope. A bifold enquiry, for example, might be for an entire extension. It might even be the start of a wider renovation. The language of the enquiry doesn’t always reflect the scale of the opportunity.
So yes, a front door job might not change your bottom line overnight. But it could be a stepping stone to something bigger, or lead to a dozen other jobs in your local area through reputation alone.
At Purplex, we’re proud to generate a high volume of enquiries across the full range of home improvement products. But it’s what happens next that counts. There’s a lot of value in following the thread, because in sales, as in life, sometimes all you need is a foot in the door.
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