Lead generation and customer retention topped discussions at the recent Window & Door Dealers Forum, hosted by the Window and Door Dealers Alliance in Las Vegas. There, dealers from across the country shared ideas on how to market to current and potential customers. Here are some tips that came out of the session:

Informational videos
Peter Morrison, Architectural Visions Inc. (avi), and Tom Higgins, Superior Products Home Improvements, both host informational videos on their websites to educate homeowners on different aspects of windows. The presentations also are a professional way to build a reputation as an authority in the field.

Get to know the neighbors
John Jacobs of A-1 Glass and Door Co. uses installations as a way of engaging with potential customers. Before work begins, he touches base with neighbors to let them know he’ll be doing work in the area and to apologize for any impending inconvenience. Not only does this provide an opportunity to pass out a business card, but it leaves a positive impression on potential customers.

Charity work
After the rush of the end-of-year holidays, Pat Alexander, Long Life Windows & Doors Ltd., makes a donation to a local charity in the name of his customers. Then, he includes an announcement of the donation in a letter to customers, letting them know he made a donation in their name.

Service agreements
Damon Gregory, Fenessco, Inc., offers a free two-year service maintenance package with purchase. This allows him an excuse to visit with customers every six months, on the premise he is fulfilling the service agreement.

Say ‘thank you’
Another suggestion to hit both new and existing customers: mail thank-you letters to clients that double as a coupon they can use on a future service. Karen Buswell, Arcadia Window & Door, takes it a step further by providing a second referral offer that customers can give to their friends, neighbors, or family members. The referring customer gets an extra discount or credit when their contact cashes in on the bonus coupon.