So - you're thinking about replacing the old, outdated windows in your home. With window and door replacement projects being one of the most expensive home improvement investments you can make, it is crucial you avoid these common mistakes we see homeowners make.
Window Buying Mistake #1 - Falling for Promotions that are Nothing More Than Illusions
If you're in the market for replacement windows and doors, chances are you've come across companies advertising discounts, promotions, and incentives.
While there are some legitimate discounts and incentives, more often then not the companies simply inflate their price, then offer a "discount" which gets the pricing back to what it is normally.
Whenever I see these fake discounts, it reminds me of the JC Penny story:
There is a notable story about J.C. Penney, an American department store chain, and a significant change in their pricing strategy that occurred under the leadership of CEO Ron Johnson in 2012.
Under Ron Johnson, J.C. Penney shifted away from their traditional strategy of frequent sales and discounts. Instead, they implemented an "Everyday Low Price" model. This approach meant that instead of marking up prices only to discount them later through sales, they would instead offer consistently low prices every day without the additional discounts.
This strategy was a drastic change from what J.C. Penney's customers were accustomed to. Historically, customers were drawn to the perceived value and savings provided by sales and discount events. When these were eliminated, many customers felt that the deals were gone, even though the new everyday prices were often equivalent to or lower than the discounted prices.
Unfortunately for J.C. Penney, the strategy did not resonate well with their customer base. The perceived value and excitement of finding a good deal were crucial factors in drawing customers to their stores. As a result, the company saw a significant decline in customer traffic, sales, and revenue. This period is often cited as a case study in retail marketing and consumer behavior, illustrating how deeply entrenched shopping behaviors and perceptions of value can be.
Due to the negative response and declining sales, J.C. Penney eventually reverted to their previous strategy of frequent sales and discounts. Ron Johnson stepped down as CEO in 2013, and the company sought to rebuild its brand and customer base.
Here are some frequent sales, promotions, and incentives that I regularly see:
Buy 2, Get 1 Free !
75% (or whatever percent) off installation !
Initial Visit Incentive - 10% off if you buy today!
One Day Only Sale !
40% off sale !
I just did a Google search for "window replacement contractors near me", and this is what I saw at the top of the page. Note - I've blacked out the names of the companies on purpose.
The truth is these discounts are designed to get you to call them up, schedule an appointment, and then their sleazy, high pressure salesmen will push and push you to buy from them today. They'll tell you all about why their window is the best, they have the best installers in town, yadda yadda yadda. They may even go so far as to "call their manager" to pull a favor - just for you - if you'll buy from today.
Don't fall for these marketing and sales tactics and gimmicks! You're just going to overpay for something that you could save significantly on elsewhere!
In reality, here's how it works in the window and door replacement contracting business:
Once a homeowner signs a contract, your window contractor will order the product from either a supply house distributor, or from the manufacturer directly.
There is a price the distributor, or manufacturer, charges the contractor for the product. The prices are typically flat - meaning they don't change. Some manufacturers may give the contractor a small discount (<5%) for larger size orders - but this will rarely, if ever, trickle down to you as the homeowner.
In addition to the material costs, there's also labor costs - specifically installation. Contractors know how much they're going to pay their guys per door, or per window, to install them. And no, the installers are NOT taking 75% less pay because of some illusory "discount."
The most important thing for a contractor is to be profitable. After all, if the contractor is not profitable, then they will not remain in business. Let's use a hypothetical example to illustrate:
Customer Name: John and Jane Doe
Project: Considering replacing 8 windows, 2 sliding glass doors, and a front door.
Promotion: Buy 2, Get 1 Free!
The salesman whose job it is to sell the project will work off of a price list. Hypothetically, let's say the cost of materials is $16,000 and installation will cost the contractor $4,000.
Now - salesmen will RARELY know these costs. They're baked into the prices.
John Doe sees the promotion Buy 2, Get 1 Free and calls the contractor, who schedules an in-home sales appointment with John AND Jane. Yes - they want both spouses there in order for the salesman to avoid the dreaded "Let me talk with my spouse and get back to you objection".
The salesmen gets done his presentation (sometimes 90+ minutes), and tells you the normal price is $60,000. But, because of the Buy 2, Get 1 Free promotion, John and Jane can get this project done for $40,000.
WOW WOW - a $20,000 savings! Sounds great, right!
What if Jane and John look at each other, and look back to the salesman and say something like: "This is a great product you have, $40,000 is just a little more than we were expecting. Let us think it over and get back to you."
The salesman expects this, by the way. Through his training with his employer, he knows that when the "list price" is $60,000, he can actually sell the job for $30,000 (in this example - and yes, this happens all the time).
After their objection - the salesman may say something like this:
"John and Jane - I can appreciate that, not a problem. However, do you remember when I first got here, I told you that we have our advertised discounts, but we also have some unadvertised promotions too?"
"Well, we're staying so busy, and while I'd love to be able to come back, it just takes away from everyone else we have to see. So, if you're able to make a decision today, we have this Initial Visit Incentive where we can take an additional 10% off, or $4,000, to get your project done for $36,000. Now, this incentive is good for today only. Otherwise, if you do want to think about it, not a problem, we can schedule a time for me to come back to write up your contract for $40,000."
F.U.D
Fear
Uncertainty
Doubt
These are strong emotions that skilled salesmen know how to pray upon.
"Jane - you're not really going to let me walk out the door leaving $4,000 on the table, are you?"
If Jane and John still say know, don't be surprised if he says something like this:
"Hmmm ... Ok. So Jane and John, you guys said you like this window, right? You like us as a company, right? All things being equal, would you want these windows and doors in your home?"
"If you could wave a magic wand to get this done, what would the price need to be for you to feel comfortable moving forward tonight ... and now before you answer, the reason I ask is because this is a larger job for us than most. The average job we do is around $20,000, so there may be some extra consideration we can provide - but I'd need to get my manager's approval first - because of the size of your project?"
John says something like: "$32,000"
You might not see it - but the salesman is smiling inside. He knows he just made a sale!
He might go through the song and dance of calling his manager for "approval", but he already knows he can sell it for $32,000. If the salesman does call his manager (who we'll call Bob) where you can hear (another good sales tactic) - you might here something like this:
"Hey Bob, I'm with John and Jane Doe here. They're looking at 8 windows, 2 sliding glass doors, and a front door. I'm looking to see if I can get some help and your approval to proceed with this job. Our normal price is $60,000, with our Buy 2 Get 1 discount, it's at $40,000, I've given them the Initial Visit Incentive as well and we're at $36,000. It's still a little much for them, but they said they'd be willing to move forward for $32,000. I really want to get this done for them because [insert reason here 😁], can we get it done?"
Bob - the sales manager - knows that at the normal price of $60,000, they can sell it for $30,000, and be profitable. So of course he's going to say yes.
What You Can Do To Avoid Overpaying
Get multiple quotes from multiple different contractors. This is the best way to compare options.
Sleep on it. I GUARANTEE you the deal the salesman is offering today will be good tomorrow, or next week. If you decide you really want to go with the contractor at $32,000, call him back when you're ready and I guarantee you he will write the contract up for $32,000 - even if he said when he was in your home the first time the deal was good for that day only. Do you really think a contractor is going to turn down a $32,000 check because you did not buy the 1st day?
Ask around, get referrals. Whether you ask your neighbors, family members, co-workers, or Facebook groups (highly recommend by the way), the collective power and knowledge that other homeowners have based on their experiences can help drive you to a more informed safe decision.
At My Window and Door Guy - we don't play these silly sales games. We offer fair, honest, and transparent pricing. If you'd like to get a free quote, give us a call at 813-790-7247 or fill out the form and one of our product specialists will reach out to discuss your project with you.
Window Buying Mistake #2 - Not Getting a Discount by Paying with Cash or Check
65% of all home improvement projects are financed, including window and door replacement jobs. By offering financing, contractors are able to get more business than they otherwise would without offering their customers financing.
My Window and Door Guy is no exception. In fact, we have our financing options posted publicly on our Financing Options webpage.
Contractors are not banks, however, and therefore the financing options they offer originate with a lending institution. The contractor facilitates the homeowner applying for the loan with a bank, and then after the job is finished the bank pays the contractor directly. The homeowner, in turn, repays the loan to the bank.
Suppose you decide to proceed with a $10,000 project, and the contractor offers 0% financing for 12 months. Sounds great, right?
Well ... not so fast. The contractor should be offering you a discount (or you should ask for one) if you pay with a check.
The reason is: Dealer Fees. You see, when you finance the $10,000 project, the contractor is NOT going to get $10,000 from the bank when the job is finished. Depending on the loan type, anywhere from 3% - 29% of the amount financed is kept by the bank, with the remaining sent to the contractor. After all, the bank needs to make money too in order to stay in business.
So, in this scenario where you would have financed $10,000, and the contractor 'pays' 5% in dealer fees, the contractor only receives $9,500, and the bank 'keeps' the other $500.
At My Window and Door Guy - we provide our customers a discount for paying via check. With us, you could either finance $10,000 and we receive $9,500 from the bank after the job is finished, or you could write us a check for $9,500 after the job is finished.
It's the same for us either way - but you save $500.
If the contractor you're considering hiring tells you the price is the same whether you finance or pay in cash, and does not offer you a discount ... there's a very good chance that contractor is so highly overpriced that you would be better off finding a contractor who does.
Window Buying Mistake #3 - Not Evaluating Different Manufacturers' Products
For one reason, or many, you've decided you want to replace your windows and/or doors. Many homeowners then call up 3 different contractors to get a quote. Sounds logical, right?
What happens, then, when all 3 show up and provide you with a quote for the same product from the same manufacturer? At this point, all you've really accomplished is price compare the exact same product, just sold through 3 different contractors.
This is all fine and dandy if you already know the manufacturer and product line you want. For example, my father sold for Pella Windows and Doors outside of Philadelphia for 25 years. He's extremely loyal to them, and when it came time for him to replace his windows and doors in his home in Florida, that's who he wanted to go with, no matter what.
If you're shopping around for new replacement windows and doors, it's probably a good idea to get quotes for different manufacturer's products. That way you can compare not only prices, but the pros and cons of the products.
Custom Window Systems (CWS) is a manufacturer of non-impact, and impact resistant, windows and doors. If you go to their website https://www.cws.cc/ ... you will see the image above after you click on Windows & Doors.
Like most window and manufacturers, CWS offers multiple product lines that are impact and multiple product lines that are non-impact.
Takeaway Point: Not only should you evaluate different manufacturers, but you should also evaluate the different product lines.
Simonton Windows and Doors is another manufacturer. They refer to their product lines as Collections, and you can see 12 different Collections here: https://www.simonton.com/windows/windows-collection
At My Window and Door Guy, we are proud to offer 12+ brands of manufacturers. By doing so, were able to ensure our customers have plenty of options to choose from in order to get the results they desire.
Window Buying Mistake #4 - Failing to Focus on the Results You're Looking for
Why are you looking to replace your windows in the first place? Nobody just wakes up one day and says to themselves: "I think I'll spend $20,000 + to replace my windows."
I like asking this question to prospective customers because it provides some insight into what they are seeking to accomplish by taking on this project. More importantly, it helps to understand the RESULTS they're looking to get by replacing their windows and/or doors.
Typical answers we hear include:
These rooms are too hot even with the A/C cranked down.
I want to protect my home in case of a hurricane
These windows don't work (lift or slide), and I want windows that will work
I want something to block out the noise from outside (traffic, neighbors, etc.)
Whatever your reasons are - we implore you during your search to keep the RESULTS you're looking for top of mind.
Here's what typically happens: You've decided you want to replace your windows and doors because you want X, Y, Z. You call several contractors to get some quotes. They all come out and tell you what their window is the best window out there, it's going to do this, going to do that.
The salesman makes it all sound great, and you decide to buy.
The truth is, ALL new windows compared to windows made 20+ years ago are going to be more energy efficient, provide better protection, operate better, etc.
But did you truly get the MAXIMUM result you sought out to get when you started this project?
Fortunately - their are objective ways to measure a window's performance to properly compare them during your evaluation process.
Desired Result | Measurement | Notes |
Keep as much heat out as possible | SHGC - Solar Heat Gain Coefficient. Lower the better. | Compare SHGC's before signing a contract. This # should be provided upon request. |
Maximum Sound Reduction | STC - Sound Transmission Coefficient. Higher the better. | Get the STC for each window, and compare, before signing a contract. |
Maximum Impact Protection | Verify the windows are HVHZ approved. Compare Design Pressures also. | Click Here to learn more. |
Ease of Use | No true measurement exists. | Operate the sample yourself. Visit a showroom if the salesman does not have a sample. |
Warranty Coverage | Read the actual manufacturer's warranty. | Most manufacturer's offer a "lifetime limited warranty". Be sure to review what those limitations are. |
There's obviously many different factors that go into which window is best for your desired results. Use the information above as a starting point to evaluate the differences between options you are considering.
By the way - most salesmen do not like to take the time to get this information to you. If you're not getting the information you need to make an informed decision, find a contractor who will.
Here'd the kicker: A lot of the information detailed above will be on the NFRC sticker that is required to be affixed to your window when it arrives for installation. Make sure you get this information before you order so you can compare options before hand.
The NFRC sticker reminds me of the window sticker on new cars. One of the things it tells you is the EPA's estimated Highway and City MPG. Similarly, the Solar Heat Gain Coefficient is going to tell you how much heat is reflected away (the lower the number the better).
So - if you ever have a window salesman tell you something like "Our window is the most energy efficient window available" - simply ask him what is the SHGC number, and let him know you will compare that number to others you are considering.
I'd actually love to be a fly on the wall to see his reaction when you tell him this 😂.
Window Buying Mistake #5 - Failing to Review the Sales Contract
Perhaps the most avoidable mistake, but happens far too often, is homeowners who fail to read their sales contract.
The sales contract is going to (or should, more on that later) specify exactly what you are purchasing, the terms and conditions, possibly warranty information, and more. If there is ever a discrepancy between what you THINK you bought instead of what you actually bought, no lawyer (yours included), no judge, no mediator, is going to care what you remember hearing.
The only thing that matters is what is written down and signed off on by the parties to the contract. Therefore, read it! If it's not written down, then it doesn't exist!
Here are some examples of what I've seen in this business:
Example #1: The manufacturer's name and product line is NOT listed. There's a well known window and door contractor in the greater Tampa area who specifically does not list the brand name or product line name on their contracts. They simply list the style (e.g. single hung, double hung, picture window, etc.) and whether it is impact or non-impact.
The customer in this scenario has no idea what window will actually get delivered and installed.
Example #2: A customer thought they had a "lifetime warranty" when in reality, they only had a 10 year warranty. While looking through the paperwork signed by the customer, it was written very clearly on the back of the sales contract the warranty was for 10 years only. The customer only found out after they called their contractor for service only to be told it would cost them money because they were out of their warranty period.
Example #3: I was visiting a customer in Polk County who had already replaced some of their windows, and wanted to replace the rest of them. The customer told me they wanted hurricane windows just like the ones that had already been replaced.
Knowing that there is no such thing as a hurricane window (click the link to learn more), I inspected their existing windows. It turns out they had non-impact windows. The customer was shocked, but when we reviewed their original contract, it had "non-impact" checked along with her signature on the agreement. There was nothing that could be done by anyone because the original contractor installed exactly what was specified on the agreement.
Window Buying Mistake #6 - Not Seeing the Window Sample!
While this may seem obvious - the vast majority of window salesmen do not carry, and do not show, window samples to prospective customers. More often then not, they're just lazy.
I don't know about you, but if I'm going to spend $5,000, $10,000, or more on a window replacement project, I sure do want to see what I'm buying before hand!
Part of the reason we started My Window and Door Guy was because we got tired of seeing all the shenanigans window and door companies were pulling in this business.
We knew there had to be a better way to provide exceptional products, professional installation, fair and transparent pricing. That's why we offer 12+ brands, never apply any sales pressure, and work to help you get the results you are looking for.
For a free, no cost, no obligation quote, reach out to us to see what we can do for you!
Avoid the window buying mistakes by working with a reputable, knowledgeable contractor!
BONUS TIP
Installation Matters! I'd rather have a mediocre window with a great installation instead of a great window with mediocre installation.
Ask your salesman WHO is going to be doing the installation, what their experience is, and more.