Aesthetics Top Reason For Replacing Windows

The decision on when to replace windows depends on why homeowners are replacing them, says a survey by Principia, a U.S. provider of building materials and construction industry market intelligence. The survey says homeowners who chose to replace windows based on aesthetics did so almost 13 years earlier than homeowners who replaced for age-related reasons. Repair and remodeling (R&R) accounts for over half of residential windows demand in the U.S. in 2020. Approximately eight per cent of homeowners say aesthetics was their primary reason for replacement, accounting for roughly three million of the 34 million windows sold for R&R projects in the U.S. last year. Principia expects R&R demand to outperform new construction through 2023. Understanding homeowner decision-making and the reasons why windows are replaced can lead to effective marketing. Window suppliers should capitalize on the improved design features (e.g., styles, colours, functionality) and how these aesthetics create a beautiful view from inside and outside of the home. Tailored messaging about the visual impact that new windows can create may influence homeowners to upgrade or replace windows earlier than simply age-related reasons.