The Growing Door Market
The UK replacement door market has exploded in recent years, driven by composite doors becoming the homeowner's upgrade of choice. For glazing companies, doors represent a significant revenue opportunity — often with higher margins than standard window replacements.
But selling doors requires slightly different processes than selling windows. The decision factors are different, the product knowledge required is different, and the typical customer journey can vary.
Tracking Door-Specific Leads
Separate Lead Sources
Door enquiries often come from different places than window enquiries:
- Social media (Instagram in particular drives composite door sales)
- Showroom (customers want to see and feel the door)
- Neighbour referrals ("where did you get your door?")
- Promoters (often combined with window canvassing)
Track these separately so you can measure which channels work best for doors specifically.
Product-Specific Conversion Tracking
Your CRM should let you tag leads with the product they're interested in. A customer who enquires about a composite front door has different needs (and a different average order value) than someone wanting ten replacement windows.
Shorter Decision Cycles
Door purchases are typically quicker decisions than full-house window replacements. The value is lower and the decision is simpler. Your follow-up cadence should reflect this — more frequent contact over a shorter period.
Maximising Door Revenue
Upsell Opportunities
A customer replacing their front door is a prime candidate for:
- Back door replacement (often overlooked, easily added)
- Side panels and glazed surrounds (transforms the entrance)
- Matching windows (colour-matched UPVC to complement the new door)
- Porch or canopy (completing the entrance look)
Train your reps to identify these opportunities and track upsell success rates.
Showroom Strategy
If you sell composite doors, a well-designed showroom display is your best salesperson. Track which showroom visitors convert vs which online leads convert, and invest accordingly.
Photo Portfolio
Before and after photos of door installations are incredibly powerful marketing tools. Build a portfolio organised by door style and colour, and use it in sales pitches and on social media.
Reporting on Door Performance
Build reports that separate door sales from window sales:
- Lead volume by product type — are door enquiries growing?
- Conversion rate by product — do door leads convert differently?
- Average order value for doors — including upsells
- Door sales by rep — who's best at selling doors?
This data helps you decide whether to invest more in door marketing, door-specific training, or showroom displays.