Seeing through window hype

Making an investment in a large home improvement project like replacement windows should be a highly transparent process. Companies should be clear about what they are offering, and homeowners should understand clearly what they are getting and how much they should pay.

But the industry is so competitive (with so much revenue at stake) that many firms intentionally fog up the glass. They are less forthright about the products, the prices and the process.

This is especially true in window advertising and sales.

Here, Mimi continues her discussion with Roofsmith Restoration founder Mike Farist, who helps us wipe away the fog and see clearly what is going on.

Exaggerated Discount

“One of the most popular tactics by replacement window companies is touting “buy one window/get one free,” Mike says. “But it isn’t legit. Windows are relatively expensive, so no one can afford to give away a second window unless they overcharge you for the first window. A good window should cost about $900 installed, but I’ve seen quotes for $3,600, then they offer you buy one/get one, so you end up paying $1,800. It sounds like a good deal, but you’re still paying $1,800 for a $900 window. That may sound extreme, but it happens every day.”

Another popular offer is “half-price windows.”

“Mathematically, this is the same as buy one/get one,” Mike says. “Sometimes, to avoid a false advertising claim, companies will bury the true offer in the fine print. A recent customer of ours sent me an ad from a competitor wanting to know how they could offer windows for half-price. When I looked at the fine print, it read, ‘Half off installation only.’ So the windows were not half-price, just the installation. Always read the fine print.”

Offering Something for Nothing

According to Mike, windows and gutters go hand in hand, so offering free gutters is a popular gimmick. However, there’s no such thing as a free lunch. “We recently saw an ad making this claim and read the fine print. It stated, ‘Limited to 100 feet of gutters.’ Well, that distance won’t even reach the front of most houses. You have to pay for the additional gutters, typically at a marked-up price.”

Roofsmith—which installs windows and roofs—doesn’t offer something for nothing, but they do offer more.

“Most of the big guys rely on the same manufacturers who offer good, better and best windows. We don’t do that. We offer the ‘best’ window for less than our competitors charge for the ‘good’ window. So you really do get a better window for less money.”

Another popular “something-for-nothing” offer is free financing. “If you see this being advertised, there is typically a catch,” Mike adds. “It could be a minimum price that far exceeds the cost of your project, or it may require a 50% down payment, something many homeowners cannot afford.”

High-Pressure Sales

The exaggerated claims are designed to get a salesperson in your home, Mike says.

“That’s when the real pressure begins,” he reveals. “Window salespeople are notorious for high-pressure tactics. They lead with a highly exaggerated price then offer discounts they say are only available if you sign right then. They often blame their supervisor. ‘If I walk out that door, my boss won’t let me give you this deal tomorrow.’ That’s when a lot of unsuspecting homeowners cave in. But it’s not true. Of course, they’ll offer you that price tomorrow. They just want to pressure you into signing right now.”

Wood Windows, Too

Roofsmith Restoration also installs wood windows from the industry’s leading manufacturers, including Pella®* and Andersen®*. And Roofsmith’s fair pricing applies to these windows, too.

“Some companies get away with overcharging for wood windows because the brands are popular and have such a good reputation,” Mike explains. “Vinyl windows should cost around $900 each installed, but top-brand wood windows are around $1,800 each, yet other companies regularly charge way more than that.”

Here’s a real-world example: “We recently had a client who lives in a large home on Lake Erie and only wanted wood windows.” Mike says. “A big-name company had quoted him $3,500 per window, but he called us for a second opinion. We were shocked at that quote. We ended up installing his windows for almost half that and saved him $27,000.”

Roofsmith Restoration serves all of Northeast Ohio. For a free estimate or roof inspection, visit Roof-Smith.com and complete an easy online estimate form or call 330-882-7257.

* “Pella” is a trademark of Pella Corporation. “Andersen” is a trademark of Andersen Corporation. Neither is affiliated with the locally owned Roofsmith.