HOW THE INTERNET FUELS THE CONSERVATORY INDUSTRY
Mirfield-based Visual Effect Conservatories recently extended its showroom to display six conservatories. This, they say, is in direct response to the interest shown by homeowners in extending and improving their homes rather than moving properties, and using the web for guidance. Joint owner of Visual Effect, Andy Ibberson explains how the internet is changing the way people improve their homes.
The conservatory market is not as buoyant as it once was, and companies are having to be more imaginative to win what work there is. However, there are some who have found a route to market that is proving to be rather lucrative.
A decade online
Visual Effect Conservatories has been using internet lead generation for the last ten years, but strongly during the last four. Andy Ibberson, Visual Effect’s joint owner, said that this is because homeowners are increasingly turning to the internet for inspiration and suitable companies. They have found that the opportunities here more than compensate for the reported national dip in conservatory sales.
The company, which has been a Conservatory Outlet dealer for four years, works in the West Yorkshire area – primarily Huddersfield, Dewsbury, Batley, Bradford, Halifax and Leeds. The owners – Phil Naylor and Andy Ibberson – have seen their sales grow by 62% between 2008 and 2009, and they are chasing a further 20% increase for 2010.
“Despite what the doomsayers say, business is definitely picking up,” Andy Ibberson said. “However, the business doesn’t come to you, you have to go to it. But with the right approach to using internet-generated leads and television advertising, there’s no reason why a conservatory company with a bit of imagination can’t do well.”
Andy explained that customers who find conservatory companies on the internet tend to be more proactive. They have visited lots of different sites, seen pictures of different sorts of conservatories, and have a very good idea of what they want to buy. “They’ve virtually decided what they want,” Andy said. “It helps with the sale because we don’t have to try to convince them of one design or another. In the end we are simply quoting for the job.
“Furthermore, it is easy for us to quote alongside companies who only advertise in the paper or in the Yellow Pages – our professional website wins people over, and being part of a large network really helps. We convert 71% of all enquiries into sales.
“Being part of the Conservatory Outlet network has really helped our business, and we are winning work that we never thought we would win beforehand. For example, we are targeting more high end projects, and bringing in a large volume of orangeries and contemporary conservatories, as well as those with coloured and woodgrain profile. I have to say that the quality of leads generated by Conservatory Outlet are constantly of a high quality.”
Change of direction
Andy explained that when people think of the conservatory market, they think of the popular white boxes tagged on to the back of semi-detached houses. However, today’s internet shopper wants a modern contemporary conservatory – a demand which Visual Effect goes out of its way to meet.
“Builders can build white boxes,” Andy said. “But people don’t want those any more. They want stylish extensions to their homes that they can live in all year round.
“As an imaginative, forward-thinking conservatory company, we want to be designing and installing extensions that go beyond the norm. Being well-positioned on the internet helps us to achieve that goal, as does being part of the Conservatory Outlet network.”
Andy said that Matthew Glover, Conservatory Outlet’s managing director, regularly meets with him and Phil Naylor to come up with ideas to create opportunities. “It’s certainly useful to have Matthew on side, and being associated with a big company helps our branding.”
Visual Effect also has a rather old fashioned attitude to employment, which Andy believes works in the company’s favour. “We employ all our staff, rather than take on subbies,” Andy explained. “This works well because we have complete control over our personnel, which reduces the number of errors in the office and on site.”
When asked if the company is exposing itself to cumbersome overheads should the workload ease up, Andy said it was a risk worth taking. “If we employ these people direct, then they feel part of the company and its fortunes. As a result, they will go out of their way to be good towards the company, and we benefit.”
Which goes to prove that the internet isn’t just home to cocky new start ups without experience. Instead, companies with traditional values, but with a modern approach to winning custom, are defining the strengths of the internet.
Retailers seeking further information on becoming a Conservatory Outlet dealer should visit a special website: www.conservatoryoutletdealers.co.uk
