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A Smarter Alternative To Timber
Following its official launch at the FIT Show 2025, The Residence Timber-Alternative Door has quickly established itself in the premium residential market....
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The Detail Is In The Margins
As installers head into 2026, the ability to differentiate in a competitive market and maintain margins has never mattered more, writes Apeer’s Asa McGillian.
We are helping partners by extending the promotional campaign we built around ‘ultimate customisation’ – a concept that gives homeowners more choice and installers tangible ways to add value without cutting prices.
The campaign launched at the end of last year and includes a free premium colour upgrade (worth up to £300), an upgrade bundle including A++ energy rating and a Secured by Design package (worth up to £1,250) and a free wreath magnet (worth £250).
The decision to now extend these promotions through Q1 2026 following strong uptake from installers.
From price to benefits
As soon as we launched the campaign installers quickly realised how effectively it helped shift conversations away from price and towards real benefits. What stood out wasn’t a rush for discounts but a much stronger appetite for features, custom options and thoughtful details.
This momentum reflects a broader trend Apeer has been tracking in that homeowners are more willing to invest when they feel they’re getting something noticeably better, not simply cheaper.
Value over volume
Our aim is to give installers strong, credible reasons to command the price their work deserves. Reasons based on design, performance and craftsmanship. That’s how they stay competitive without sacrificing margin. Central to Apeer’s philosophy is the idea that sustainable success comes from value, not volume. In a market where price wars can erode margins quickly, we are taking a different approach: encouraging installers to enhance the perceived value of every sale.
By incorporating bespoke options that genuinely elevate the homeowner experience, installers can differentiate themselves and justify a premium. Homeowners increasingly expect doors that reflect both style and substance and are happy to invest a little more if it means their door is safer, more energy-efficient or tailored to their taste. Installers who can offer this aren’t then competing on price, they’re selling confidence and quality.
ApeerXclusive
Apeer’s marketing support for installers reinforces the campaign’s value-led approach. Through its ApeerXclusive programme, installers gain access to protected sales territories, free qualified leads and a suite of professional marketing materials. From showroom displays and sample doors to digital tools like online door configurators, the aim is to give partners the resources they need to impress homeowners and close more orders.
Marketing has never been more important, yet installers don’t always have the time, budget or in-house expertise to run professional campaigns. Our job is to provide tools that make the process easier and more effective so they can focus on selling, not just promoting. By combining bespoke options with professional-grade marketing, installers can highlight the features that matter most to homeowners and make a premium proposition feel accessible and justified.
Partnership beyond the sale
Our systems, including a streamlined customer service portal and technical guidance, are designed to help installers maintain high standards and respond quickly to homeowners. This isn’t just about selling doors. It’s about helping installers build a business that’s sustainable, profitable and respected in their local market. And for us that means giving our partners the tools to deliver excellence at every stage, from the first enquiry to aftercare. By combining customisation, upgrades, marketing support and robust customer service systems, Apeer is giving installers the means to thrive in a challenging market.
Picture: “When installers focus on value rather than price they win higher-margin work, satisfy discerning customers and set themselves apart from competitors,” says Asa McGillian. “It’s about giving installers a compelling proposition to sell, backed by products that perform and support that delivers. That’s the ultimate way to win higher-value work in 2026.”
Article written by Cathryn Ellis
15th February 2026