Latest Articles in Sales & Marketing

  • At my company, we work with a lot of window and door businesses, and I make a point of telling my clients that an online marketing campaign can never be static. It has to be dynamic; it has to evolve based upon sudden changes at Google, the new ways people are accessing online information, and so on.     The online world works fast — faster than we could have imagined. That's how... more »
  • I recently read “How to Promote Your Blog Content: 40+ Experts Share Marketing Tips.” A common theme among respondents regarding the success of a blog is the importance of relationship building. As social media expert Carol Lynne Rivera puts it, “[You] need to be involved in getting to know people–other bloggers and business people, commenters, subscribers, Twitter and... more »
  • More major retailers are deciding they can’t wait for Black Friday and will open their doors on Thanksgiving. Meanwhile, as we head toward the holidays this year, I’ve been seeing more commercials and references to Small Business Saturday.   Supported by American Express, Small Business Saturday is designed to celebrate local businesses and encourage consumers to “... more »
  • There are many ways in which a thoughtfully designed Internet marketing campaign can build and convert leads for window and door businesses. From improving your website's search engine optimization so that it appears higher in search results to targeting local homeowners in specific demographics with mobile marketing, these methods can provide an excellent return on investment for your business.... more »
  • Last week, we reported the launch of Porch.com, a new internet service designed to connect homeowners with contractors. The field also includes Angie's List, Home Advisor (previously Service Magic) and others. Looking at various window and door dealer and manufacturer websites, it's clear many companies in our industry have at least tried these services for lead generation, and in some cases... more »
  • A dealer must begin with a clear brand message and an understanding of these customers
    The high-end segment has experienced a bit of a rollercoaster ride over the past several years, with changes in customer profiles and behavior leaving many window and door companies revamping past marketing approaches. Having managed and consulted for a wide range of window and door brands and retailers, I’m speaking from extensive experience when I say that the industry’s execution... more »
  • As more consumers turn to the Web, dealers need to make sure people can find them
    If you own a window and door company of any size, you've likely found out that marketing your business in this digital age can be a confusing process. You could be a certified member of Mensa with an abiding interest in technology and still find yourself behind the eight ball in a hurry. That's because today's tech developments occur with such blinding speed that by the time you understand one... more »
  • A recent survey from the National Association of Home Builders found that one of the top factors home buyers look for in a home is energy efficiency. While that might not be a surprise to those of us in the remodeling industry, it certainly reinforces what our customers have been telling us for the past 20 years. With the subject of climate change and green living top of mind, and as some states... more »
  • In this issue, we focus on entry doors, and I urge everyone to read our main feature article, "Entry Doors See Sales Resurgence," on page XX.  It offers a number of good insights into the door market, of course, but what I like about it is the enthusiasm manufacturers express across the board.  Door manufacturers are reporting double-digit growth, thanks in no small part to... more »
  • This week, Marvin Windows is highlighting the fact that it offers windows meeting passive building standards that are "made in the USA," offering customers faster turnaround and design flexibility, it states. The Earthwise Group of vinyl window manufacturers was also honored as the "Made in the USA Certified " company of the year.  And, "Made in the USA" was an... more »