How better insulation conversations can help you win work

Talking about insulation is not always straightforward. For many homeowners, it is not the reason they picked up the phone. They want an extension, a refurb or more space, not a technical discussion about heat loss.

But avoiding the subject is a missed opportunity.

'Often, they’ll mention cold rooms or discomfort – those are natural in-roads to start discussing insulation,' says Nik Nelberg, Managing Director of Earl & Calam Design and Build Ltd, a London-based FMB member.

Why this works: This approach positions you as a trusted adviser, not just someone delivering a brief.

2. Use the ‘futureproofing’ strategy when budget is tight

Insulation does not always fit the immediate budget. That does not mean it should disappear from the conversation.

• Low-cost prep: Look for small adjustments during standard builds that make future upgrades easier.
• Strategic planning: Explain how a current project can "set the stage" for future energy efficiency.

Nik’s team, who have completed retrofit training, look for ways to quietly futureproof buildings during standard projects.

'If we’re doing a loft, we might extend the eaves slightly so there’s room for future external wall insulation,' he explains. 'It doesn’t add a huge cost, but it sets the building up for success.'

The business benefit: These kinds of decisions show clients that you are thinking ahead. They also reduce disruption and cost if insulation or other energy upgrades happen later. It’s a simple way to add value to your service, without overcomplicating the job.

3. Let the building lead the strategy

Good insulation advice always starts with the building itself.

'The building is always the starting point.' Nik says.

Age, construction type and detailing all affect what will work well, and what will not. Explaining this clearly helps clients understand why retrofit solutions are never one-size-fits-all.

For example:

• Victorian homes with decorative façades may be better suited to internal, breathable insulation.
• 1980s homes with tired exteriors can benefit from external wall insulation (EWI) that improves performance and appearance at the same time.

Why this matters: Explaining why solutions vary by building type demonstrates expertise and builds client confidence in your recommendations. It also prevents costly mistakes from one-size-fits-all approaches.

4. Think whole house, not one element

Insulation is only part of the picture. Airtightness, moisture and ventilation all need to work together.

'You have to think about moisture,' Nik warns. 'Older homes relied on draughts and open fireplaces to manage humidity. Seal everything up without good ventilation and you’ll get mould. Modern builds are designed this way. But with retrofits, it needs to be done carefully,'

The retrofit mindset: Clients may not be thinking about moisture movement or ventilation strategies, but they will care about condensation, mould and long-term damage. Taking a holistic approach protects the building, protects your reputation and leads to better outcomes for clients.

5. Sell comfort and stability, not payback periods

Rising energy bills have made insulation more visible, but Nik avoids leading with return on investment calculations.

'Those figures often don’t hold up. Instead, we talk about stability – having a home that stays comfortable, works quietly, and feels better to live in.'

What resonates with clients:

• Even temperatures throughout the house
• Reduced draughts and cold spots
• Quieter, calmer indoor environment
• Reduced anxiety about energy bills
• Improved usability of all rooms year-round

Nik recalls one retrofit project where improved performance had ongoing benefits. He tells of one retrofit project where the client’s energy supplier kept reducing their direct debit. 'They’re still on a gas boiler, but the house is set up for low energy use and future upgrades like a heat pump.'

This kind of outcome shows the value of doing things properly, even when the retrofit work takes place in stages.

Case study: Full retrofit transformation in South London

One of Nik’s standout projects shows just how transformative a whole-house approach can be. One his favourite projects is a full retrofit that his team completed in South London.

The problem: A property with a freezing loft and unusable conservatory.

The solution:

• Full airtightness measures
• Complete ventilation system
• Underfloor heating installation
• External wall insulation with white silicate render and black timber detailing

The result: It transformed the property from being cold and ordinary into an award-winning home.

 

Real examples like this help clients see insulation and retrofit as improvements to their quality of life, not just technical upgrades.

Key questions for early client consultations:

To position yourself as a retrofit expert during your first site visit, integrate these three questions:

• How’s the house currently heated? Understanding existing systems reveals upgrade opportunities and future compatibility issues.
• Will it be airtight? This question demonstrates you're thinking about unintended consequences and whole-house performance.
• What’s the plan for ventilation? Shows you understand moisture management and are protecting clients from common retrofit problems.

Approaching insulation through comfort, liveability and long-term performance allows builders to lead client conversations with confidence.

Thinking this way helps clients unlock their home’s potential, and helps you build stronger relationships, win better work and grow your retrofit capability over time.

Ready to grow your retrofit capability?

Retrofit is a growing opportunity for builders who want to futureproof their business and raise standards in the industry. You can explore practical guidance and resources on the FMB website.

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Interview originally printed in an edition of the FMB's Master Builder magazine in 2025.