Full Speed Ahead

June 28th, 2020 by Nathan Hobbs

The sixth edition of DWM’s Fastest-Growing Dealers features companies selling and installing doors and windows that are posting impressive gains in a variety of ways. Read on to discover some of their strategies for growth and profitability.

Adler Windows

New York City

Gary Adler founded Adler Windows in 1986 in the basement of his Long Island home. In 2009 he welcomed his son Ross into the firm. It’s seen strong growth since that time, including 35 percent annual increases in each of the past nine years. Four of those years received national recognition —the company was part of the Inc 5000 list of America’s fastest-growing companies in 2014, 2015, 2016 and 2017.

Adler’s headquarters remains in Queens, but the company opened its first showroom in Manhattan earlier this year. It was created as a fenestration resource and design center for owners, architects, general contractors and other construction professionals to collaborate with Adler on their projects. The showroom also features a private conference facility that can be used to host meetings, AIA-accredited presentations or networking events. Carroll says it features state-of-the-art multimedia technology.

Adler emphasizes training and educating its staff, especially for the custom installation techniques created specifically for window and door installations in New York’s varied and challenging residential environments.

Number of Locations: 2 — Manhattan and Queens
Brands Sold: Arcadia Architectural, Champion, Crystal Windows, Domel, Graham Architectural Products, Intus, Kasson & Keller, Kolbe, Marvin, Modern Windows, NanaWall, Optimum Windows, Parrett Windows, Peerless Products, Pella Windows,, Schuco, Solar Innovations, Tempco Windows, Thermo-Roll Window, Universal Windows, Zola Windows, YKK AP America, Wausau Window and Wall Systems, Unilux
2017 Annual Sales: $24 million
Percent Sales in Windows and/or Doors: 100 percent
2018 Projected Growth: 10 percent
Competitive Edge: “Adler Windows works closely alongside New York City’s top architectural firms, general contractors and designers to help make our clients’ dream a reality,” says marketing manager Siona Carroll. She adds that extremely low staff turnover has enabled Adler to ensure its clients “that every job will be carried out by an expert.”
Ongoing Challenges: Managing growth. The lack of skilled workers and a narrow talent pipeline has been difficult, Carroll says. Another challenge is price increases due to aluminum and steel tariffs. “Many manufacturers are placing us in a 30-day lock on pricing while we wait for their pending price increase to come into play,” she says.

American Vision Windows

Simi Valley, Calif.

American Vision’s slogan is “our windows have a story to tell—shouldn’t yours?” Maybe that’s because the company’s founders, the husband-and-wife team of Bill and Kathleen Herren, have a story of their own.

They first entered the industry as customers who wanted replacement windows and patio doors for their own home. However, a series of poor contractors and flimsy products inspired them to start a window company in 1999 “that focused on loving people well,” according to the company’s website.

Today, American Vision Windows says it’s the largest window sales and installation company in California and one of the largest in the country. It says it got there through dedication to customer service and by investing in employees, several of whom are AAMA-certified InstallationMasters. That’s not a coincidence.

“We just feel like a happy employee translates to a happy customer,” says Kathleen Herren in one of many YouTube videos the company has produced.

Speaking of those videos, they’re compilations of advertisements for the company. They feature endorsements by radio personalities such as Dennis Prager and Dr. Wendy Walsh, along with a mix of “regular people” testimonials.

Locations: 6—Simi Valley/Orange County/ San Diego/San Jose, Calif; Phoenix, Ariz.; Dallas, Texas
Brands Sold: Anlin, Simonton, Milgard, Windsor, Lincoln, Pella
2017 Annual Sales: $54 Million
Percent Sales in Windows and/or Doors: 90 percent windows, 10 percent doors
Projected Growth in 2018: 15 percent
Competitive Edge: “Our brand is based upon providing our clients with a superior buying/installation experience, which sets us apart from many of the other window replacement companies,” says Evan Thompson, vice president of sales and marketing.
Ongoing Challenges: Like many companies, finding skilled installation labor is American Vision’s No. 1 issue.

Paradise Exteriors

Boynton Beach, Fla.

Paradise Exterior owner Dan Beckner has one of the more unique origin stories in the door and window industry, according to Soft Lite Windows president Tyson Schwartz, who nominated Paradise for the Fastest-Growing Dealers award.“He was an installer who came in to work one day, and the company he worked for was shut down – no notice, no nothing,” Schwartz says.

“He decided to start his own business. He started out very modestly and now it has grown into one of my top dealers in the entire country.”

From those humble beginnings in 1992, Paradise Exteriors has taken off, and part of the reason for its success is its early adoption of high-tech tools.

“We’re always looking for ways to innovate and to utilize new technology in the remodeling industry,” says company COO Anthony Beckner.

Paradise uses digital contracting soft-ware so it can be completely paper-less. Beckner says it helps eliminate errors seen in the remodeling industry. Paradise also accepts payments and credit applications online.

“We customized reports in our CRM software in order to track our numbers from marketing, sales, lead time, installation and service,” Beckner says.

All sales representatives go out into the field with iPads that include a full multimedia sales presentation.

In addition to a big sales boost, that investment in technology has paid off with statewide kudos as well.

In March, the company received a Governor’s Business Ambassador Award from Florida Gov. Rick Scott for rapid company and job growth while maintaining an outstanding reputation.

Number of Locations: One
Brands Sold: Soft Lite, Custom Window Systems, Plastpro
2017 Annual Sales: $26 million
Percent Sales in Windows and/or Doors: 100 percent
Projected Growth in 2018: $50 million total annual sales
Competitive Edge: In-home consultation consisting of comprehensive product and company education, focusing on how to integrate both into the customer’s needs.
Ongoing Challenges: Balancing production and sales.

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