Alternative Route to Market: Why Small Builders Matter

The latest State of the Industry report from Insight Data reveals a 7.6% decline in active installers since 2020. As traditional channels weaken, Alex Tremlett, Commercial Director at Insight Data, explains why small builders now offer a more profitable alternative route to market for trade suppliers.

The industry has seen a sharp shift. Intense post-COVID demand gave way to supply issues and now a cooling market. With fewer installers and more competition, fabricators and suppliers need a new approach to keep orders consistent. That’s where small builders come in.

Why small builders are a better route to market

Installers are the traditional sales channel. But with sector volatility and reduced volumes, diversifying your customer base is smart. Many small builders now supply and fit windows and doors themselves, making them viable prospects for trade suppliers.

Just as window firms have expanded into full home improvements, small builders have adapted to offer more to homeowners. They’re buying direct and specifying products themselves—cutting out the middlemen and creating new sales opportunities.

Why homeowners trust small builders

Despite assumptions, homeowners often prefer to work with small builders, especially those recommended by family or friends. That pre-existing trust gives builders influence over product choices and suppliers.

Most small builders operate with low overheads and spend little on advertising. They remain competitive and are often more flexible than larger installation firms. And because their buying is more occasional, you’re not always expected to offer discounts, protecting your margins.

Accessing a hidden audience

Small builders are notoriously hard to reach. They’re not in the usual trade directories and rarely respond to standard outreach. That’s why Insight Data has created a dedicated Local Builders Database to help suppliers connect with this valuable audience.

The database contains over 21,000 verified contacts, including general builders and contractors across the UK. Available through our cloud-based CRM, Salestracker, users can filter by category, location, and more to create precise campaigns.

You’ll not only access builder contact details, but also valuable company insights—financial health, business type, trading status—so you know exactly who’s worth pursuing.

Use Salestracker to manage and convert leads

Salestracker turns raw data into real sales activity. With built-in tools for campaign tracking, lead management, and real-time updates, it’s designed to help suppliers streamline sales and marketing in one place.

A database built for suppliers

The Local Builders Database has been refined over a decade by Insight Data’s in-house research team. It’s updated continuously to maintain accuracy and value. This isn’t just a contact list—it’s a full commercial insight tool built specifically for trade suppliers.

Alongside builders, Insight Data provides additional databases covering over 60,000 verified contacts across construction, fenestration, and glazing. Every entry is researched, verified, and accessible via Salestracker.

Start using a better route to market

If your current installer pipeline is shrinking—or you want to future-proof your growth—targeting small builders gives you a competitive edge. The data exists. The technology is ready. All that’s left is to act.

To speak to the Insight Data team or request a demo of Salestracker, call 01934 808 293 or email hello@insightdata.co.uk.

Download the latest Industry Report