Manufacturers must help their partners win business and protect profitability by building in features that matter to homeowners – not squeezing margins, warns Apeer’s Asa McGillian
Autumn and winter bring a particular set of challenges for installers. On the one hand, keeping homes secure and warm comes to the fore in householders’ minds, and the run-up to Christmas can provide an opportunity to turn a long-standing enquiry into an order. On the other, with household budgets under more pressure than ever and business hard-won, installers need practical support to make the most of every opportunity.
For Apeer, that means helping partners strengthen their offering while protecting the profitability of their businesses, says Managing Director Asa McGillian. Its latest High Five campaign is one example, bringing together five optional door upgrades worth up to £1,000 to give installers something additional to offer homeowners.
The campaign follows the success of Apeer’s Ultimate promotion, launched in autumn 2025 and extended through to the end of this summer in response to demand. Like its predecessor, High Five gives installers another way to generate sales at a time when the right support can make a real difference.
“Installers are working hard for every piece of business, and we recognise the pressure that puts on their margins,” says Asa. “Our responsibility as a manufacturer is to help our partners make the most of the opportunities in front of them. That means providing products and offers that give homeowners good reasons to buy, while allowing installers to run a profitable business. We need to be working together towards that goal.”
The right upgrades at the right time
The timing of High Five is deliberate and considered. As the evenings get darker, home security becomes particularly important to householders. Three of the High Five promotional upgrades address this directly: a high-security handle designed to resist common methods of attack, a heavy-duty door chain that allows the door to be partially opened while providing an additional layer of safety and peace of mind, and 6.8mm anti-smash laminated glass incorporating a high-strength polymer layer to help keep the glazing intact under attack.
“These features complement the security measures already incorporated into our doors while giving installers scope to discuss additional protection with homeowners,” says Asa. “We want to help them demonstrate the thought that goes into the product and explain how its features translate into practical benefits.”
Energy efficiency is another timely consideration as temperatures fall and households become more conscious of heating costs, which are set to rise yet again in January. The High Five energy-saving upgrade offers triple glazing for doors, sidelights and toplights, incorporating low-emissivity glass and insulating argon gas.
With Christmas approaching, the fifth upgrade adds a seasonal touch, with a magnetic wreath holder that allows homeowners to decorate their entrance without screws or damage to the door.
Supporting profitable business
Homeowners can choose all five promotional upgrades or select those most relevant to their needs, giving installers flexibility to shape the offer around individual projects. Asa says:
“The response to Ultimate demonstrated the value of providing installers with a compelling offer they can use in conversations with homeowners, whether following up an earlier enquiry or generating renewed interest in a replacement door.
“The wider issue we’re addressing is how manufacturers and installers must work together to sustain healthy businesses across the supply chain, particularly in difficult trading conditions. We have to look at the bigger picture. There is no long-term benefit in putting businesses under increasing financial pressure just to keep orders moving. We need to protect the margins that enable companies to invest in their people, maintain standards and deliver the service customers expect.
“That’s why I believe in building in the features that help win business, not squeezing margins. It’s a challenging market, and that requires manufacturers and installers to work together with the long-term health of the industry in mind.”
