Latest Articles in Strategies & Practices

  • In my latest From the Field column, I discuss the challenge of consistently estimating replacement jobs for different home conditions. The practice in our industry is to specify a base rate for a certain type of replacement (insert or full frame, for instance). This assumes reasonably accessible openings and sizes. Add-ons are then identified and bid by a qualified, experienced estimator. The... more »
  • Experienced estimators can sometimes bid an entire home of turnkey replacement windows almost within minutes of meeting with a potential client. It’s merely a matter of multiplying the number of openings by a rounded per-unit figure and voila!—there’s your estimate. Though common, this standard “per-opening” installed bid... more »
  • TV advertising may be expensive and offer leads that are hard to track, but it still has its place in your marketing mix, particularly if you’re a larger company. “Many of my window and door industry clients are switching from TV to more direct-response advertising like the Internet,” says Welton Hong, founder of RingRing Marketing, www.ringringmarketing.com. “They know... more »
  • In a modern marketing space dominated by short attention spans and immediate gratification, the former king of the advertising castle—the TV commercial—has seemingly been overthrown by a younger, faster medium we all hail as the almighty Internet ad. Couple this transition with the advent of DVRs in the late ’90s and we get a good picture of the hurdles TV ads have been... more »
  • In 2014, homeowners who are interested in window and door services do a lot of online research. And, they’re far more likely to select a dealer that clearly conveys credibility in a variety of ways. Some key ways to do so: Create a clear “About Us” pageThis isn’t the place to merely plop in a couple of brief biographical sentences. Instead, make sure this section clearly... more »
  • Did you know that October is National Energy Awareness month? It’s also the month when we bring awareness to issues including breast cancer, AIDS, lupus and CyberSecurity. And on a much less serious note, October is National Book Month, Adopt-A-Shelter-Dog Month, and Vegetarian Awareness Month… and that’s just to name a few of the causes that are recognized, celebrated and/or... more »
  • As I explain in my most recent From the Field column, in new construction, a “rough opening” is specified via the called-out window size and then framed accordingly. For replacement, however, a rough opening that already exists is used to suggest a replacement product frame size. However, that’s not the only dimensional reference. When measuring for full-frame replacement, we... more »
  • As an online marketing expert specializing in window and door companies, I repeatedly hear one question from prospective clients: Should our company invest in pay-per-click advertising? Actually, the question isn’t always phrased that way because not everyone understands what PPC actually is. Sometimes the question is, “Are those ads that show up on search pages worth it?”... more »
  • whyskylights.com, Velux America
    The Challenge: To inspire and educate consumers about Velux’s skylight products and installation. “For years, Velux has provided homeowners with very detailed information about the features and benefits of skylights. But in analyzing our web presence, we found that many consumers still had basic questions about pricing, installation, which skylights best serve different areas... more »
  • www.lacantinadoors.com, LaCantina Doors Inc.
    The Challenge: “Our challenge was to improve upon our visual presentation, navigation and user-friendly experience while introducing two new product categories,” says LaCantina Doors President Lee Maughan. The Winning Solution: By redesigning the home page to incorporate video and rollover content and strategically implementing uniform architecture across our entire product... more »