The dust is settling

February’s data tells us a clear story: the market is stabilising after a strong start to the year, but caution is still shaping buying behaviour. While demand remains solid, we are seeing slight slowdowns in key areas, reinforcing the need for installers to focus on efficiency and value-driven sales strategies.

Leads dropped?15.7% to an average of 104 in February - a natural dip after January’s surge. This isn’t a cause for concern: it’s an expected stabilisation following the traditional New Year boost in enquiries. What’s important is that interest remains higher than December levels, showing that homeowners are still engaged in the market.

Sales tell a similar story, dipping from 48.7 in January to 47.6 in February. This suggests that whilst homeowners are still purchasing, they are taking a little longer to commit, which is also reflected in a 2.7% drop in conversion rates in February. While not drastic, this highlights a level of hesitancy from homeowners who may be factoring in high living costs, inflation, and potential interest rate movements before making a final decision.

We know that affordability remains a priority for homeowners, and this is reflected in the?6.5% drop in average order value from ￡3,943 in January to ￡3,688 in February. Consumers are seemingly looking for ways to make their budgets stretch further, opting for mid-range solutions rather than premium upgrades.

On a more positive note, February lead times remained stable at 22.7 days. This consistency suggests that while homeowners may be more cautious about committing, those who do proceed are making decisions at a similar pace to January. As we move into the busier spring period, maintaining this momentum will be key to sustaining overall market performance.

In conclusion, the message is clear: homeowners still want to invest in their properties, but they are becoming more selective. Installers who focus on delivering value, flexible finance options, and efficiency in operations will be in the strongest position to win business. With interest rates still at?4.75%, potential rate cuts later in the year could unlock more spending power, but for now, maintaining momentum will require a strategic approach.

At Business Pilot, we believe this reaffirms why having?complete visibility over your sales pipeline, conversion rates, and job scheduling, is essential. In a market where consumer behaviour is shifting, having the right data at your fingertips allows you to act decisively, adjust strategies in real time, and maximise every opportunity.

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