Marketing Through Education

When Bill Godbout and Shane Schuckman started their replacement window company, Sun City Replacement Windows, in Godbout’s garage on the tail-end of 9/11, neither could fathom that in a mere five years, their small company would grow to 40-plus employees with offices in Las Vegas and Phoenix.

A little over a year ago, Godbout and Schuckman decided to sign an exclusive contract with Renewal by Andersen. This allowed them to be the only dealer in Las Vegas and later Phoenix. Schuckman and Godbout reaped the benefits of Andersen’s reputation amongst homeowners. With that, they implemented a unique marketing program that didn’t push products, but educated homeowners on choosing a professional contractor.

“We can’t take credit for coming up with the idea to use education as a marketing tool,” says Schuckman. “We actually got the idea from our Certified Contractor’s Network group.”

That idea, has pushed the company’s sales to an average of about 65 percent-plus growth per year.

With a huge marketing program, 8 percent of their total sales, Godbout and Schuckman won’t pass up new marketing ideas that come along, and they won’t cut out something that is working to make room in the budget for something new.

“We began the year in Las Vegas with a sales goal of $6 million and a marketing budget of $480,000. As of May 1, we are right on track with $2 million in sales and have exhausted approximately one-third of the marketing budget,” says Schuckman. “The program includes TV, radio, billboards, Yellow Pages and direct mail. We bring in clients with education and awareness rather than pushy ‘buy one, get one’ offers.

This approach allows homeowners to trust us a little more since we aren’t pushing our product on them,” says Schuckman. “It’s also very different than what most companies do and that gives us another edge over the competition.”

Some of the questions asked in their marketing material include:

  • Is the contractor locally established with an office and a showroom?
  • Is the company a licensed NV state contractor?
  • Does the company carry insurance?
  • Does the company have their own professionally trained installers, or do they use subcontractors?

With all of their marketing materials trafficking homeowners to their Web site to get more information, RbA Las Vegas/Phoenix captures their name for future marketing ventures.

“After they visit our Web site — we get approximately 800 to 1,000 visits, not clicks, visits a month — we follow up with an information booklet and a phone call to gather more information and set up sales calls,” explains Schuckman. “Here, we rely on our customer service to get us through the sell.”

At the end of the day, customer satisfaction is truly what matters. Renewal by Andersen sends out a survey to all clients inquiring about their experience. “If we don’t get at least 80 percent or better, they can take our name away from us,” adds Schuckman.

A winner of the BBB’s Golden Apple Award for the past two years, RbA Las Vegas/Phoenix has proven that a unique consumer awareness marketing approach and a demand for customer satisfaction has played a huge role in their success.