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W&D Weekly

January 28, 2015
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The Latest
Did 2014 Live Up to Expectations?

Every year, Window & Door asks dealers and manufacturers for their thoughts and projections for the New Year. As a follow up, we asked last year’s contributors to our Industry Pulse survey to revisit their projections. Did 2014 live up to its expectations? Read the full story…

 
Window & Door Preps Top 100 List

Window & Door magazine is preparing the annual Top 100 Manufacturers list, to be published in the March/April issue. Manufacturers are encouraged to update their listing today. Update your listing...

 
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Chen to Lead Northeast Window & Door Association Through 2015
 
Steves & Sons Upsizes in Richmond
 
ABBA Files Chapter 7 Bankruptcy
 
Therma-Tru Introduces New Door Glass Options and Taller Doors
 
Marvin Awarded Best Window and Door Product at IBS
 
Millennials Want Low-E, Energy Star Windows, Survey Says
 
Product Spotlight
Contemporary Clad Doors by LaCantina Doors
LaCantina offers its new Contemporary Clad doors. This new material option features a 2 15/16-inch narrow stile and rail profile to maximize glass and light. With 2 1/4-inch thick panels made of LVL core construction and high-quality extruded aluminum, it offers a clean aesthetic and profile options that complement contemporary and traditional architectural style. In-stock color options include white and bronze paint, and clear and bronze anodized exterior cladding. The Contemporary Clad features concealed locking for ease of operation and security. LaCantina’s new Contemporary Clad design is available in folding, multi slide and swing door systems.
 
The Talk

By Emily Kay Thompson
At last week’s International Builders Show in Las Vegas, many conversations about marketing and new trends in windows and doors took an inevitable turn toward the latest challenge for the industry: millennials. Specifically, how to market to them, what trends they’re attracted to, and how to get them to participate in the housing market were among the topics of choice.

As it’s been widely covered, the next generation of adults is waiting much longer than their elders to proceed down the typical American path of getting married and buying a home. They are much more likely to rent, and, as a result, the business of multifamily residences has been getting more and more competitive.

During a NAHB press conference on the subject, I have to admit that even I was rethinking the purchase of my home as the presenters paraded images of the latest amenities being built in multifamily structures—with the likes of spas, dog parks, yoga studios and more built conveniently in many of the complexes. No wonder they don’t want to buy. It’s quite the stark contrast to shift concerns from the luxuries in the lobby to the energy efficiency of windows.

However, surveys say that millennials are starting to make that lifestyle change. And that means business owners too have to adapt their marketing habits to reach this new demographic via Twitter, Instagram, Facebook, and whatever the next new social media trend may be.

Many dealers I’ve spoken with choose to instead focus more intently on the current hot market, sticking where they’ve had success and investing where they see the most dollars. And that’s a smart move. After all, according to NAHB, 55+ housing was one of the most robust segments in 2014, a trend that looks to continue into this year.

So, where’s the balance? When is the time to start marketing to the next generation? I’d love to hear your approach to this emerging era of potential customers. Take this week’s poll, post a comment, and/or email me your thoughts.

Have you given much thought to targeting millennials in your marketing efforts?
Yes, I have a marketing plan for this demographic.
Iíve thought about it, but havenít made a plan yet.
I havenít thought much about it, but maybe I should.
I havenít thought about it, and likely wonít any time soon.
 

Do You Use Mobile Technologies to Attract Customers? There wasn’t a huge majority in last week’s poll, where the same percentage of respondents reported using mobile technologies to attract customers as those who reported they do not. See the full results…

 
 
The Outside View
Homeowners Tap into Equity as Refinancing Surges
From The Boston Globe
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