STANDING OUT FROM THE CROWD

Freefoam’s Commercial Director, Colin St John, answers key questions about the home improvement market and highlights why customers come first for Freefoam.

IN THESE TIMES OF ECONOMIC UNCERTAINTY, WHAT IS THE HOME IMPROVEMENT MARKET LOOKING LIKE FOR CUSTOMERS?

I don’t want to speak too soon, but the UK’s economy has improved significantly from the dark days at the end of last year!

Over 20 years the home improvement market has polarised into the ‘Haves’ and the ‘Have Nots’. The Haves, generally older homeowners without mortgages whose homes have risen greatly in value, account for the bulk of UK savings and are largely unaffected by inflation. They invest to improve, enhance and add value to their homes, so the premium sector is thriving and a bigger part of the market. Some Have Nots may earn more, but their outgoings are higher, and their budgets have been severely squeezed in the cost-of-living crisis.

Homeowners want choice in design, colour and style. And they expect high-quality, long-lasting, easy to maintain products that are energy efficient and sustainable.

WHAT MAKES FREEFOAM DIFFERENT IN THE WAY IT WORKS WITH ITS CUSTOMERS?

Freefoam is an independent roofline and cladding manufacturer that sells only through its stockists and merchants. We don’t have our own outlets and trade counters, so we don’t compete with our customers.

We supply a nationwide network of independent stockists and merchants and work closely with the supply chain to help them build their businesses and provide ‘local’ top-quality service to their customers and end users.

WHY DOES FREEFOAM WORK SO HARD TO HELP ITS CUSTOMERS WIN BUSINESS?

Success for Freefoam is seeing our customers prosper. When they are successful, we are successful – their growth is our growth. We enjoy long-standing, trusting relationships with our customers and work closely with them to help them flourish.

For example, we’ve had a strong relationship with the UK’s largest independent builders’ merchants, Huws Gray, which has grown significantly over the past five years.

Kris Jones, Category Manager for Flat Roofing, Building Products and External Cladding at Huws Gray, couldn’t say it better: “Freefoam has been really supportive of our expansion, and it’s been really important to have a partner we have grown with.”

HOW DOES FREEFOAM SUPPORT SUPPLIERS AND MERCHANTS?

Freefoam manufactures an extensive range of high-quality innovative PVC-UE and PVC-U products, which includes roofline and fascia, guttering, and one of the most extensive and coherent cladding ranges on the market.

We have an industry-leading colour range using our unique, patented Colormax® technology, which, along with technical expertise, underpins our extended guarantees – the longest in the industryfor colour and white products.

Customers say our marketing support is unrivalled. Our Area Sales Managers have in-depth knowledge and visit customers regularly, while technical advisors are at the end of a phone for more specific advice and product information. We offer strong marketing support, providing a wide range of materials to help businesses develop and grow.

Customers can add further value to their businesses by becoming Freefoam Registered Stockists through our dedicated website, and can nominate their customers to become Freefoam Registered Installers.

HOW DOES FREEFOAM SUPPORT INSTALLERS?

The Freefoam Registered Installer Scheme has been going for 20 years and we have around 1,200 registered installers nationally. The scheme helps installers sell and grow their businesses and customer base. Alongside marketing, technical and customer support, we generate qualified homeowner leads for our installers through the MyFascia and MyCladding websites, enabling them to offer extended guarantees to homeowners on roofline and cladding. It’s a powerful selling point. Only applicable when used, fitted and registered by Freefoam Registered Installers, our pre-eminent guarantees include a 50-year guarantee on white roofline products. Finally, installers using our new online Visualiser and Calculator design and sales tools can easily demonstrate to homeowners what Freefoam’s cladding will look like on their homes and how much product will be required.

TELL US ABOUT SOME OF THE CLADDING PRODUCTS THAT ARE AVAILABLE TO STOCKISTS, INSTALLERS, AND HOMEOWNERS.

Demand for cladding has boomed in the last two years. According to the Rated People Home Improvement Trends Report 2023, interest in cladding increased by a massive 743% over the past year.

Freefoam is a leader and innovator in the PVC cladding market with premium products in a wide range of colour options. The Fortex® range is available in two styles,

Weatherboard and Double Shiplap, in 10 different colours. We also have the Single Shiplap range and the premium X-Wood cladding range.

Excitingly, we have just extended Fortex® with a new cladding style, Shadow Gap, and a new colour, Anthracite Grey, available across the full Fortex® range.

WHAT IS FREEFOAM DOING TO HELP STOCKISTS AND INSTALLERS GROW FAST IN THE CLADDING MARKET?

Cladding has the power to transform the look of a home and offers a real opportunity for stockists and installers to tap into a rapidly growing market.

Freefoam’s cladding is an easy-to-install, low-maintenance solution, with longlasting performance and additional energy efficiency when installed with insulation. We offer customers the most comprehensive range of PVC cladding by far, with ranges to suit all properties and projects.

Customers who have already entered the cladding market are taking advantage of our pioneering guarantees, homeowner leads for installers, and our new Calculator and Visualiser design tools. Freefoam’s cladding has instant kerb appeal, transforming a property into a home as individual as each and every homeowner.

To learn more about Freefoam’s products, service and support visit www.freefoam.com or call 0800 002 9903. Follow @freefoam.