Barry is a good friend of mine who saw the potential of the internet well before anyone else in the double glazing industry. In the late 1990’s Barry began eBuilders – a range of conservatory and double glazing portal websites, including Conservatories Online, the Almost Impartial Guide to Conservatories and Windows Today.
He soon got out of the day-to-day running of his conservatory company and concentrated on building these websites, and selling the leads to companies like ours! In 2006, Barry sold a controlling stake in eBuilders in order to concentrate on other ventures, such as Midas Code where he buys and sells websites.
These days, Barry is pioneering Buzz Marketing with his friend Dean Hunt.
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How do you feel the internet marketing opportunities have changed for double glazing companies since you first started back in 1998?
Yes Matthew, things have changed – BIG TIME. For a start there are a lot more people around trying to get online business. That said, there are a lot more people around using the internet to research double glazing and contact double glazing suppliers. Indeed, now I would say thatmost people looking to buy double glazing – who also have an Internet Connection at home will use the WEB to research double glazing suppliers prior to buying.
What do you think to the average double glazing company website?
Most sites are POOR in my opinion – of course there are exceptions, but far too many double glazing suppliers just get a website because they were told they needed one. For most of them unless they are lucky enough to have a web designer who understands marketing, conversions and a “Call To Action” they may as well not have bothered. Indeed it is those companies who still tell me no one is buying double glazing online – which always makes me smirk!
Which double glazing companies do you think are particularly successful at generating business online in our industry?
I hate to say it Matthew – but these days it is the NATIONALS (Anglian, Everest etc) that have some of the best websites. They have clearly invested the time or hired the right people to master Search Engine Optimisation, Website Conversions and providing an entertaining experience for the surfer. Of course there are some very noteworthy Regional Companies such as http://www.conservatoryoutlet.co.uk/ who are definitely giving the Nationals a run for their money.
Do you feel that customer review websites will have a major effect on how double glazing companies market themselves, and ultimately treat their customers?
Yes, of course it does. These days it is so easy for a potential buyer to insert a term such as “[Company Name] + complaints” into a search engine like Google and find out the “dirt” on just about anyone. That said, I think some review websites are exploited and naturally the bigger the company the more complaints there are. In time companies will have to set up “Online Relationship Managers” or such like to keep an eye on “internet chat” about their business and correct false information when appropriate.
Can you see any major opportunities for companies in our sector to develop in the future?
Yes, there are always opportunities – I see more interactive websites, more video guides and also websites will not just be about generating leads. Customers will return afterwards to book their service calls, give feedback on their installation, recommend friends etc
How do you feel double glazing companies deal with leads generated online?
It is getting better – the main issue I have found with most companies is how slowly they respond. The Internet is the way of INSTANT INFORMATION, people online expect to receive information quickly and if as I have found, you are slow to respond to sales leads, you will find some other company has got there before you and sold the customer!
How do you see the UK conservatory and double glazing market developing in the medium to long term?
A greater focus on energy ratings – even more than at present. I think I am told that double glazing is a declining market now, but I don’t buy that myself. Those installations from the 70’s and 80’s are now being replaced on a regular basis by newer, improved products. Consumers are more aware, and using the Internet in particular will hunt out solutions, so I think NICHE products related to double glazing and conservatories will also do well.
I think this is already happening, but the industry needs to wake up to the fact that the consumer is now more aware than ever on product specifications – often more so than the salespeople who are selling to them. The tricks and “snake oil salesmanship” of years gone by is all but over.
I think profit margins will be tight in the medium term but those businesses that focus on quality and communicate that successfully to the consumer will always do well.
Do you secretly miss the buzz of running your own conservatory business?
Hahaha – yes and no! I do miss the comradely with the Installation and Sales Staff – the buzz of visiting new installations and speaking to happy customers. I do not miss the headache of customers changing their minds and specifications as you go, and then not expecting to pay any additional for it. I do not miss chasing for payment either! Truthfully, there is really nothing to compare with running an Internet Business, a business that once set up will run on auto-pilot a lot of the time and make you money 24/7, 365 days of the year (including Christmas Day) not matter if you are there are not.
I was lucky, I found an internet business (lead generation) that could combine my knowledge of conservatories and home improvements with making money online. And I was especially lucky looking back, to have got into it well before most other people, at a time when a lot of people in conservatories and double glazing never really expected Internet Sales Lead Generation to take off.
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For more information about Barry please visit www.barrydunlop.com.
