Marketing Panes

Guest Profile: Joe Estrada Joe Estrada, Account Manager at Coulisse Distribution, serving the Northeast and Midwest regions of the U.S. Joe partners with custom window shade fabricators to deliver innovative, high-quality solutions—especially in smart shading technology through MotionBlinds. With a focus on responsive service, long-term relationships, and empowering trade professionals, Joe helps clients stay competitive in a fast-evolving industry Special Invite to Sun Shading Expo 2025 Heading to the Sun Shading Expo in Indianapolis this November 5–7? We’ve got you covered! Use code SSENA25WTMP when registering to claim your FREE admission ticket. Don’t miss this chance to connect with top industry leaders, see the latest innovations, and experience hands-on demos — all at no cost with our exclusive listener code. Other Notes/Links: pssst.... want to be a guest on the show? Listen to other episodes Subscribe to Marketing Panes for more expert insights, strategies, and real stories from across the window treatment and awning industry. Spotify: https://bit.ly/4j20C49 ApplePodcast: https://bit.ly/4c2VN8s Sun Shading Expo: Visit Website Video https://youtu.be/Z08Ym54aw3E Click here to display Transcript TRANSCRIPT Will Hanke (00:00) Welcome to another episode of marketing panes the podcast where we talk with real window treatment and awning professionals about their marketing, innovation and business growth. I’m your host, Will Hanke. And today we’re diving into the world of smart shading and innovation with guests who knows this space in and out. Our guest today is Joe Estrada, account manager at Coulisse distribution, serving the Northeast and Midwest regions of the U S. Joe partners with custom windows shade fabricators to deliver innovative, high quality solutions, especially in smart shading through technology called MotionBlinds, which we’re gonna dig into a little bit today. With a focus on responsive service, long-term relationships, and empowering trade professionals, Joe helps clients stay competitive in a fast evolving industry. We’ll be talking about how technology is reshaping the market and the evolution of modular systems, and what’s next for dealers and fabricators in the smart shade era. Joe, thanks for being on the show today. Joe Estrada (01:07) Absolutely. Thanks for having me Will. Will Hanke (01:09) Yeah, glad to have you. So for listeners who don’t know yet, can you share a little bit about your background and what you do at Coulisse Distribution? Joe Estrada (01:19) Yeah, yeah, so you touched on it. So I’m a sales rep for Coulisse . I’ve been with the company just a little over a year and a half, coming up on almost two years now, serving primarily the Midwest and parts of the Northeast. So our team, we have coverage throughout the whole country here in the U.S. as well as Canada, and then making our way down to Central America and South America as well. So we have local representation in kind of every corner of the country. and my portion is the Midwest and a few accounts of the Northeast as well. Will Hanke (01:50) Nice. I heard a rumor this was your first podcast. Joe Estrada (01:54) It is, it is. think I was joking with you. I, I’m about a daily listener of some kind of a podcast, especially when I’m traveling. but this is the first one that I’m on. So you’re you’re kind of like an adult Santa Claus, you know, Santa Claus for adults making my, little dream come true here. So thanks again. Will Hanke (02:08) ⁓ too funny. What made you say yes for joining us today? Joe Estrada (02:12) Yeah, so ⁓ obviously having the opportunity to share some of the exciting things that we’re doing at Coulisse , especially in evolving landscape in our industry right now. And you guys, the R+T group, you yourself, have always been really, really ⁓ kind to us at Coulisse So when the opportunity presented itself,

Guest Profile: Will HankeWill Hanke has two passions: supporting our US veterans and helping window treatment and awning businesses tell their story online – providing them with increased exposure, more customers, and higher revenues. For over twenty-seven years he has helped mom & pops, startups, and multi-million dollar companies with their digital marketing strategies.Will hosts monthly online training events and has spoken at conferences across the US on a wide variety of topics from analytics to lead generation through his company, Window Treatment Marketing Pros. Special Invite to Sun Shading Expo 2025Heading to the Sun Shading Expo in Indianapolis this November 5–7? We’ve got you covered!Use code SSENA25WTMP when registering to claim your FREE admission ticket.Don’t miss this chance to connect with top industry leaders, see the latest innovations, and experience hands-on demos — all at no cost with our exclusive listener code.Other Notes/Links:pssst.... want to be a guest on the show?Listen to other episodesSubscribe to Marketing Panes for more expert insights, strategies, and real stories from across the window treatment and awning industry.Spotify: https://bit.ly/4j20C49ApplePodcast: https://bit.ly/4c2VN8sSun Shading Expo: Visit Website Video https://youtu.be/1QKpW0qHuJQ?si=RNktQVGug-43YXaf Click here to display Transcript TRANSCRIPTWilliam Hanke (00:00.046)Today, I’ve got a bowl full of questions. I’m going to pull them out one by one and we’ll talk through them. It’s time for another episode of marketing pains. The podcast about marketing for window treatment and awning companies. Hey everyone. Welcome to Marketing Panes. The podcast where we dive into real marketing conversations for window treatment and awning pros. I’m Will Hanke and today we’re doing something a little different.So instead of a guest, I’m pulling questions straight out of real conversations I’ve had this year. Some came up during discovery calls, others from pros who are following along and just trying to figure out their marketing. These are real things people want to know whether they’re about to hire or they’re still running things themselves. So today I’ve got a bowl full of questions. I’m going to pull them out one by one and we’ll talk through them. So, all right, I’ve got my fancy Home Depot bucket here, paint bucket.I were remodeling the bathroom downstairs. So I just thought I’d use this before I filled it with paint. So what I want to do is obviously just pull out some different questions and see what they are, answer them lives. By the way, I’ve got 27 different questions in here that we’ve identified over the course of this entire year that are the most common questions. So, all right, let me just pull one out. See what we got here. How should I deal with negative or low star reviews? All right.Throw that in the trash. So low star reviews. The first thing that I would do is not reply. So I would write a reply to a one or two star review, but don’t publish it. You need some time to kind of chill and relax and get over that initial anger. So we tend to tell our clients, take a day or two to relax, write the review. And then after those 48 hours or so, go back and rewrite it.And maybe even consider using chat GPT to help you make it a little bit less angry and a little bit more factual. I think people respond well to one star reviews if a very good reply comes along with it. So listen, people understand we’re running a business and sometimes customers just aren’t great. But if you have a great written review, a reply after that, thenWilliam Hanke (02:23.885)A lot of times that makes people think you’re more real, more legit. And I’ve even heard people comment that 0.8 stars is better than five only because it makes you look more like a real company. So we all have those customers. We all get those kinds of one-star reviews from time to time.

Guest Profile: Joseph Cloute Joseph Cloute is the owner of Bumble Bee Blinds of Madison, Wisconsin, bringing over 20 years of customer service and hospitality experience to the window covering industry. Known for his people-first approach, Joseph is passionate about delivering a seamless, worry-free experience from consultation to installation. With a background inspired by his father’s craftsmanship and a deep love for design, he’s committed to quality, integrity, and helping people love where they live. Whether you’re in the window treatment & awning industry, exploring franchise ownership, or just curious about what it takes to build a business from zero, Joseph’s story is packed with insights and inspiration. Special Invite to Sun Shading Expo 2025Heading to the Sun Shading Expo in Indianapolis this November 5–7? We’ve got you covered!Use code SSENA25WTMP when registering to claim your FREE admission ticket.Don’t miss this chance to connect with top industry leaders, see the latest innovations, and experience hands-on demos — all at no cost with our exclusive listener code.Other Notes/Links:pssst.... want to be a guest on the show?Listen to other episodesSubscribe to Marketing Panes for more expert insights, strategies, and real stories from across the window treatment and awning industry.Spotify: https://bit.ly/4j20C49ApplePodcast: https://bit.ly/4c2VN8sSun Shading Expo: Visit WebsiteBooks MentionedThe 4-Hour Workweek by Tim FerrissBlue Ocean Strategy by W. Chan Kim & Renee MauborgneUnreasonable Hospitality by Will GuidaraThe Road Less Stupid by Keith J. CunninghamOutgrow by Alex Goldfayn Video https://www.youtube.com/watch?v=CzdtqDDIQyk Click here to display Transcript TRANSCRIPTWill Hanke (00:00)Welcome to another episode of marketing panes the podcast where we talk with real window treatment and awning service providers or business owners about their successes and struggles related to marketing their business. I’m your host, Will Hanke. And today we’re talking with someone that brings a fresh perspective and a whole lot of range from biotech labs to culinary kitchens, to building a business from scratch.His career is anything but typical. He’s now the owner, operator of Bumble Bee Blinds in Madison, Wisconsin. We’ll talk about what made him choose to be in the window treatment niche, why he bet on a franchise, and how he’s approaching growth in a saturated market with a brand new name and a ton of drive.If you’ve ever wondered what it’s like to start from zero and build fast, this one’s for you. My guest today is Joseph Cloute He’s the owner of Bumble Bee Blinds. He brings a strong background in project management, operations, and customer success to the window covering industry. With a proven track record in driving efficiency, fostering client relationships, and leading teams to exceed expectations,Joseph combines operational excellence with a passion for delivering outstanding results for his customers. Joseph, thank you for being on today.Joseph Cloute (01:21)Will thank you so much for having me. I’m really excited to be here today.Will Hanke (01:25)Yeah, no problem. So as I mentioned in the intro, you started kind of in the biotech world. Let’s start with that story. How has somebody who’s a microbiology grad and a chef, from what I understand, end up in window treatments?Joseph Cloute (01:42)That’s the question I continue to answer in every networking group, et cetera. One of my answers is always, well, the guidance counselor in high school didn’t quite have window treatments franchises, like one of the options that you pick, right? So here we are.Will Hanke (01:46)YouJoseph Cloute (02:02)at the age of 44 starting a business. I’ve had 26 jobs throughout my lifetime. Yeah, and so…you know, kind of what led to this was just not quite being fulfilled in each of those circumstances. And so this was, you know,

Guest Profile: Bert BoltonBert Bolton - Blind Cleaners NetworkBert’s been in the business for over 20 years, and he’s built something that’s part training center, part network, and part powerhouse support system for people in or entering the blind cleaning space. He has blended his expertise in the fields of education and cleaning to support a growing network of professionally minded blind and drapery cleaners.His facility is one place major fabricators like Hunter Douglas and Springs Window Fashions send new products or fabrics for testing, cleaning, and evaluations. Students from as far away as Australia also come to learn this niche of the cleaning world, whether it be ultrasonics or OnSite Fabricare.When not working, Bert and his wife Miriam enjoy time on the water in their kayaks, fishing (water or dirt) or sneaking away to visit their Idaho grandsons who are not quite old enough to do any of the above things unsupervised yet.DescriptionWhat if blind cleaning and small repairs could unlock thousands in repeat business — or even lead to six-figure design projects? In this episode of Marketing Panes, host Will Hanke sits down with Bert Bolton of the Blind Cleaners Network to uncover the hidden potential in cleaning and repair services for window treatment businesses.You’ll hear real-world stories, including:How a simple cord repair turned into a $2,000 cleaning job:white_check_mark: The decorator who turned six blinds into $100K of work in her first year with a clientWhy cleaning is one of the most overlooked yet powerful marketing tools in our industryHow repeat commercial contracts (like schools) can bring in thousands every few yearsThe role of the Blind Cleaners Network in training, credibility, and creating new business connectionsWhether you’re a window treatment pro, workroom, or designer, this conversation will help you see blind cleaning and repair in a whole new light, as a pathway to long-term, high-value clients.From Dust to Dollars: Is Blind Cleaning a Secret Sales Engine?Blind cleaning may not sound glamorous, but it can be one of the most powerful sales and marketing tools in the window treatment industry. What often begins as a simple cleaning or repair can open the door to long-term, high-value client relationships, repeat contracts, and even six-figure design projects.In a recent episode of Marketing Panes, Bert Bolton, founder of the Blind Cleaners Network, shared how blind cleaning has become a hidden sales engine for dealers, decorators, and cleaning professionals alike.SummaryBlind cleaning and small repairs are often dismissed as “low-margin” work. But for forward-thinking window treatment businesses, these services create a gateway to stronger client trust, repeat business, and new revenue opportunities. By combining credibility, expertise, and the right partnerships, blind cleaning can transform into a growth strategy—not just a service add-on.The Overlooked Power of Blind CleaningWhy Dealers Often Skip ItMany window treatment dealers hesitate to offer cleaning services because the immediate profit margins appear smaller compared to selling new products. However, this view can overlook the bigger picture. Cleaning provides more than income—it creates opportunities to enter homes, build relationships, and position yourself as the trusted go-to provider.Cleaning as a Door OpenerA minor repair, like fixing a cord, might only take minutes but can lead to thousands in additional work. As Bert shared, one decorator secured a $100K project that started with cleaning just six blinds. Another example: a school district that first engaged through a small repair ended up providing recurring cleaning contracts every few years, creating steady revenue.Turning Service Calls into SalesTrust Leads to Bigger ProjectsOnce inside a client’s home or business, a cleaning job often uncovers more opportunities. A customer who starts with a single blind cleaning may later request quotes for replacements or upgrades,

Guest Profile: Susan WoodcockSusan Woodcock is an entrepreneur, educator, and one of the most recognizable voices in the custom window treatment world. She owns Home Dec Gal, a to-the-trade workroom, and is the founder of Workroom Tech—the only trade school in the U.S. dedicated to custom home decor sewing professionals. She and her husband also produce the Custom Workroom Conference, an annual gathering that draws passionate small business owners from across the country. Today, we’re diving into her journey, what it takes to train the next generation of fabricators, and why education is more important than ever in our trade.The Journey Into Custom WorkroomsSusan Woodcock’s path into the window treatment industry began in her mother’s drapery workroom and quickly grew into her own business in the late 1980s. From English drapery styles to modern fabrications, she developed her skills through real projects and long-term relationships with designers. Today, Susan is recognized as one of the most influential voices in custom fabrication and education.Why Education MattersHands-On Training vs. Online LearningWhile online tutorials are convenient, Susan emphasizes that hands-on experience is irreplaceable. Fabrics require physical interaction—draping, measuring, and managing large cuts—that can’t be fully captured in a video. That’s why her school, Workroom Tech, offers small in-person classes with direct mentorship, complemented by interactive online sessions that expand access worldwide.Training the Next GenerationWorkroom Tech attracts students from all walks of life—young parents seeking flexible careers, professionals transitioning from healthcare or law enforcement, and retirees looking for creative encore careers. What unites them is a shared passion for fabric and craftsmanship.Starting and Growing a Successful WorkroomTools That Matter MostAccording to Susan, the most important investment isn’t a machine—it’s a professional work table. Large-scale projects like draperies and Roman shades require space to spread fabric, cut precisely, and assemble with ease. With a table and basic sewing tools, many successful businesses have started from home-based setups.Building Value Through CraftsmanshipSusan encourages fabricators to highlight the handcrafted, custom nature of their work rather than competing on price. High-quality window treatments last decades, and clients—whether affluent or budget-conscious—value the uniqueness and durability of custom pieces.Branding and Marketing That WorkEstablishing a PresenceSusan credits much of her growth to building websites early on, which helped past clients reconnect. Social media, particularly Instagram and Facebook, has since amplified her reach, giving her a direct way to showcase projects and connect with future students.Consistent BrandingFor Susan, branding is about more than visuals—it’s about consistency. She avoids discounts to reinforce the value of craftsmanship, teaching students to maintain pricing integrity. Her strategy is simple: quality, authenticity, and confidence in the value of custom work.The Role of Conferences and CommunityThe Custom Workroom ConferenceBeyond the classroom, Susan co-produces the Custom Workroom Conference, an annual gathering that combines education, networking, and community. Attendees gain exposure to new methods, connect with peers facing similar challenges, and build relationships with suppliers and mentors.The conference is known for its welcoming atmosphere—something many small business owners in this niche industry deeply appreciate. It’s less like a trade show and more like a family reunion for fabricators.ConclusionSusan Woodcock’s journey shows that the custom window treatment industry thrives on a balance of education, craftsmanship, and community. From equipping new fabricators with essential skills to fostering collaboration through events, her work highlights the importance of building a trade on both tradition and innovation.

Guest Profile: Randy and Andy Randy Meppelink runs a 4th-generation family business based in Michigan that doesn’t just sell machines, they also teach fabrication. Whether it’s building roller shades from scratch, improving your current workflow, or launching new products like outdoor shades, Randy and his team help window treatment pros go from retailer to full-on fabricator. He brings a rare perspective: real-life experience in fabrication and hands-on product knowledge. His facility doubles as a working fabrication space where businesses can test machines, learn the ropes, and get hands-on experience. Andrew Meyer is the Vice President of Sales & Marketing at Indiana Coated Fabrics, a U.S. manufacturer of high-performance textiles. With over 20 years in sales, marketing, and brand development, he now focuses on serving the window shading industry through ICF’s U.S.-made blackout and light-filtering fabrics. Known for pairing market insight with a hands-on approach, Andrew helps fabricators, distributors, and designers navigate supply chain challenges and design trends. Outside work, he’s a devoted husband, father of three, and active community volunteer. Other Notes/Links: Window Products: Visit Website Indiana Coated fabrics: Visit Website Sun Shading Expo: https://sunshadingexpo.com/ pssst.... want to be a guest on the show? Listen to other episodes Video https://youtu.be/pt4lc2Hsh2M Click here to display Transcript TRANSCRIPT Will Hanke (00:00) All right, everybody. Welcome to another episode of Marketing Panes the podcast where we talk with real window treatment and awning service providers or business owners about their successes and struggles related to marketing their business. I’m your host, Will Hanke and today we’re joined by two industry leaders helping dealers cross over into the world of in-house fabrication. So first is Randy Meppelink. Randy runs a fourth generation family business based in Michigan that doesn’t just sell machines, they also teach fabrication, whether it’s building roller shades from scratch, improving your current workflow or launching new products like outdoor shades. Randy and his team help window treatment pros go from retailer to full on fabricator. He brings a rare perspective, real life experience in fabrication and hands-on product knowledge. His facility doubles as a working fabrication space where businesses can test machines, learn the ropes, and get hands-on experience. Andrew Meyer, meanwhile, represents Indiana Coated Fabrics, one of the last U.S.-based manufacturers of coated-shade fabrics. While they’re known for blackout materials, ICF goes far beyond that. They work with some of the biggest names in the industry, providing custom converting and finishing services for companies that want to apply ICF’s precision to their own textiles. For 60 years, ICF has supplied everyone from massive commercial brands to independent dealers. Andy’s mission is to help more US fabricators, big and small, access top tier materials and stand out with local made quality. Together, they’re showing us what it really takes to bring fabrication in-house, adapt to industry shifts, and build a more resilient, profitable window treatment business. Guys, thanks for being on today. And I’m a… Yeah, and I’m out of breath now, right? Randy Meppelink (02:03) Yeah. Thanks, Will. We appreciate the invite. You bet. Andrew Meyer (02:03) Thank you. Yes. Randy Meppelink (02:08) Hahaha! Andrew Meyer (02:08) That was quite the intro. ⁓ Will Hanke (02:12) Yeah, so, so let’s jump in. Randy and Andy, could you each introduce yourselves briefly and tell us a little bit about things that maybe we don’t know yet? Randy Meppelink (02:23) Well, thank you very much. And like you said, I am fourth generation. My family immigrated from the Netherlands. they went from Holland to Holland. So real original, right? We went from Holland,

In this episode of Marketing Panes, host Will Hanke sits down with Russ Elinson of Arjay's Window Fashions and Rory McNeil of Shading and Automation Solutions to unpack what's really happening in the window treatment world as we head into Q3 2025. It’s not all bad news despite economic headwinds, dealers are finding smart, strategic ways to stay profitable. From industry trends to overlooked tools and lead sources, this episode offers real-world insights for professionals navigating a shifting landscape. Guest Profile: Russ Elinson Arjay’s Window Fashions Serves as Principal of Arjay’s Window Fashions, spearheading strategic growth at Window Products Management, Inc. A USC graduate, Russ brings proven leadership in the window coverings industry. Rory McNeil WindowShading.Pro Seasoned leader in the window coverings industry and founder of WindowShading.Pro. With decades of experience, from launching Eclipse Blinds in the U.S. to co-founding TechStyles, He now heads Shading & Automation Solutions (SAS), continuing to drive innovation in shading and automation. The Reality of “Survival Mode” in 2025 Many window treatment dealers are adjusting expectations this year, shifting from aggressive growth to business stability. As consumer spending softens and buyers delay home upgrades, staying flat is considered a success. Russ describes it as “flat is a win,” and this mindset is helping dealers focus on internal efficiencies, consistent lead flow, and retaining talent. Why This Isn’t a Bad Thing Survival mode pushes dealers to double down on what works. From hiring in-house installers to improving scheduling control, it’s about building a resilient, self-reliant business that can weather slow quarters and bounce back stronger. Import Duties and Industry Shake-Ups One major challenge in Q1 and Q2 of 2025 was the rapid increase in import tariffs—jumping from 10% to 50% without warning. This has created a cashflow crisis for many fabricators, especially those with goods already in transit. Who’s Gaining an Edge? Surprisingly, manufacturers based in Mexico or sourcing outside China are gaining traction. They can avoid steep U.S. duties while still offering competitive pricing, giving them an advantage in a tight market. Domestic fabricators are also seeing opportunities, especially if they can offer shorter lead times and stable pricing. The Tech Tools Closing More Sales Technology is playing a big role in helping dealers stand out and close faster. One standout mentioned in the episode is Sunseeker, a sun-tracking app used to visualize how sunlight moves through a room. It’s a powerful tool for convincing skeptical homeowners that window treatments aren’t just a luxury—they’re protection for their floors and furniture. Automating Quotes and Simplifying Installs Top dealers are using laser measuring tools and quoting software like Solatech to speed up the sales process, reduce errors, and close deals on the spot. Even simple app control for motorized shades is becoming the norm, with clients expecting remote or phone-based operation. More Than Just Homeowners: Diversifying Your Lead Sources With residential leads slowing down, forward-thinking dealers are expanding into commercial work, partnerships, and media opportunities. Russ’s Lead Generation Advice Commercial Projects: Small to medium jobs (25 to 300 windows) are often ignored by national companies and can be very profitable. Trade Partners: Relationships with general contractors, designers, and real estate agents pay off long-term. Traditional Media: TV segments and direct mail still work, especially in markets where digital competition is tight. In-Person Networking: From hosting events in showrooms to attending trade expos, showing up matters. Show Notes Sunseeker App A solar tracking app used during consultations to show sun path and help clients understand the value of solar protection and proper shading.

Guest Profile: Ryan Murray Ryan Murray is the owner & CEO of AAA Blind & Shutter Factory in Little River, SC. AAA is a fabricator and dealer of Shutters, Roller Shades and Blinds. Ryan comes from outside the window treatment industry with a diverse background in finance & accounting, sales & marketing and was most recently a General Manager for a large MedTech company. Ryan acquired AAA in 2024 by following the path of ETA (entrepreneurship thru acquisition), and has successfully grown the business 20% in his first year of ownership. Ryan plans to continue to grow AAA organically and inorganically with more acquisitions. Other Notes/Links: pssst.... want to be a guest on the show? Listen to other episodes AAA Blind and Shutter Factory: Visit Website Book Mentioned: Outgrow Learn more about Entrepreneurship Through Acquisition (ETA): ryan.aaablinds@gmail.com Video https://youtu.be/XhDGVM13fY0 Click here to display Transcript TRANSCRIPT William Hanke (00:00) Hey everyone, welcome to another episode of Marketing Panes. This is episode number 45, the podcast where we talk to with real window treatment and awning service providers or business owners about their successes and struggles related to marketing their business. Today we’ve got a guest with some great insights that I’m excited to interview. His name is Ryan Murray. Ryan is the owner and CEO of AAA Blind Shutter Factory in Little River. South Carolina. Is it okay if I call it AAA from now on? Okay. AAA is a fabricator and dealer of shutters, roller shades and blinds. Ryan comes from outside the window treatment industry with a diverse background in finance and accounting, sales, marketing, and was most recently a general manager for a large med tech company. Ryan acquired AAA in Ryan Murray (00:31) Yeah, absolutely. William Hanke (00:55) 2024 by following the path of ETA and entrepreneurship through acquisition. going to jump into that in just a second. Ryan has successfully grown the business 20 % in his first year of ownership and he plans to continue to grow AAA organically and inorganically with more acquisitions. Ryan, thank you so much for being on. Ryan Murray (01:19) Yeah, thanks Will, really excited to do this with you. William Hanke (01:22) Yeah, yeah, your whole story has really intrigued me. I know that you acquired AAA specifically about a year ago through what you call entrepreneurship through acquisition. So what drew you to the window treatment industry and specifically to a business that was 30 years old? Ryan Murray (01:41) Yeah, so I actually came out of college as an accounting major and I got my CPA. So I worked a traditional W2 job, if you will, before I got into business ownership. I always knew I wanted to be a business owner. And my risk profile didn’t allow for me to shoot for that zero to one startup style. So after working a number of years for large companies, switching careers from accounting and finance, eventually into sales and marketing, where I did get a bit of a taste of entrepreneurship. I was in a role where I was a hundred percent commissioned, eat what you kill, responsible for your business and revenue. And I really was excited by that opportunity to, to live and eat on my own efforts. And so I found this path, entrepreneurship through acquisition, as an alternative path to entrepreneurship that was a much better fit for my risk profile. And the data shows is you have a much higher likelihood of success versus zero to one startups. No knock on them, they’re super difficult. So those that do succeed in that type of an entrepreneurship, kudos to them. It’s just a different style. So it was something I had sort of uncovered while I was in business school and upon graduation pursued it. I was frankly industry agnostic. I was more geographically focused, wanted to be in the Myrtle Beach area. William Hanke (02:52) OK. Ryan Murray (03:02)

Guest Profile: Mike Stolte Introduction: In a recent episode of Marketing Panes, we had the pleasure of sitting down with Mike Stolte, the driving force behind 406 Blinds, Montana’s top-rated window treatment business. Mike's journey from managing satellite TV installers to leading a thriving local business is a testament to grit, strategic local marketing, and a deep commitment to community. His story is an inspiring example of turning challenges into opportunities. Summary: Mike Stolte's path to success with 406 Blinds began with a pivot out of necessity. As the satellite TV industry declined, he saw an opening in the construction-driven window treatment market. Starting with just a $5 Craigslist ad, Mike built his business through grassroots efforts, community involvement, and a laser focus on customer service. His story highlights the power of local connections, smart marketing, and a resilient entrepreneurial spirit. From Decline to Opportunity: The Birth of 406 Blinds: In 2019, Mike faced a turning point. With the satellite TV industry on the decline, he recognized an opportunity in the growing window treatment market. This wasn't a glamorous transition, but a strategic shift driven by necessity. Early Hustle and Organic Growth: With limited resources, Mike took a hands-on approach. He donned branded shirts, joined the Chamber of Commerce, and engaged in grassroots marketing—emailing builders, calling realtors, and going door-to-door. His first major breakthrough came from a simple $5 Craigslist ad, which surprisingly led to a contract with Lowe’s. The 406 Blinds Advantage: Local Roots, Local Trust: What sets 406 Blinds apart is its deep connection to the community. Unlike franchises, Mike and his team are Montanans serving Montanans. Their local roots and lower overhead allow them to offer competitive pricing and exceptional customer service. Diversified Revenue Streams: Beyond residential installations, 406 Blinds handles large commercial projects and maintains strategic partnerships, including a Costco dealership in North Dakota, expanding their reach and revenue. Smart Marketing, Simple Systems: Mike employs a blend of traditional and digital marketing strategies. From radio spots to geofencing ads, he's gradually embracing digital tools while still valuing the power of chamber networking and community volunteering. Measuring What Matters: A key metric for Mike is his closing ratio, which he aims to keep between 60-70%. This helps him gauge pricing, value perception, and sales performance, ensuring sustainable growth. Growth Strategies That Scale: Mike’s approach to expansion is cost-efficient. Instead of investing in warehouses, he uses UPS store boxes for North Dakota deliveries, keeping costs low while scaling operations effectively. Community Involvement as Marketing: Mike is deeply involved in his community, participating in food drives and supporting local sports. This not only builds goodwill but also strengthens relationships, which are vital for his business. Mike Stolte’s Top Business Lessons: Don’t Give Up: Resilience is crucial in the face of challenges. Track Your Money: Good accounting software is essential for financial health. Think Like an Entrepreneur: Always seek solutions and opportunities when challenges arise. Conclusion: Mike Stolte’s journey with 406 Blinds is an inspiring story of turning adversity into success through hard work, community focus, and smart business strategies. His insights offer valuable lessons for any entrepreneur looking to build a thriving business from the ground up. Video https://youtu.be/qDFfndgb274 Click here to display Transcript TRANSCRIPT Will Hanke (00:00) All right. Hello, everyone. Welcome to another episode of Marketing Panes, the podcast where we talk with real window treatment and awning service providers and business owners about their successes and struggles related to ...

Guests Profile: Joe Kendall President - Made in the Shade Eastern Shore Owns Kendall furniture , Made in the shade dealer went from 58th place, to 5th place, to second place and in 2024 #1 Volume dealer in North America Ryan Gilberts Owner of Shaded Window Coverings With over a decade in the window covering industry, Ryan launched Shaded Window Coverings in 2022 to bring his vision to life. Starting as an installer and moving into sales, he quickly mastered the business and took the leap to entrepreneurship. Now, nearly three years later, his company is thriving, recently securing a six-figure project for 1,900 shades in a new apartment complex. Other Notes/Links: To learn more about Joe Kendall visit: MITS Eastern Shore Ryan Gilberts visit: Shaded Window Coverings pssst.... want to be a guest on the show? Listen to other episodes Video https://www.youtube.com/watch?v=NhI2cJpxIu8&ab_channel=WindowTreatmentMarketingPros Click here to display Transcript Transcript Will Hanke (00:00) All right, everyone. Welcome to another episode of marketing panes, the podcast where we talk with real window treatment and awning service providers or business owners about their strengths, about their successes and struggles related to marketing their business. Today is our Q2 preview. We’re going to talk about what happened in Q1. We’re going to talk about what we think is coming up in Q2. I’ve got two guests with some great insights that I’m excited to interview. First of all, we got Joe Kendall, president of Made in the Shades Eastern Shore. Joe owns Kendall Furniture, a Made in the Shade dealership. He went from 58th place to fifth place in the Made in the Shade franchise, then second place, and in 2002, 2024 became the number one volume dealer in North America. Joe, thanks for being on the show today. Ryan Gilberts (00:31) Okay. Joe Kendall (00:40) you You’re very welcome. We’re happy to be here. Will Hanke (00:57) Thank you. We’ve also got Ryan Gilbert’s Ryan owns Shaded Window Coverings in Montana. Shaded Shaded Window Covering started in May 2022 after Ryan was working for some other businesses in the window covering industry over the last 10 years. He wanted to. He first started in the industry as a part time installer, then moved to lead installer position and eventually a hybrid role of installer and salesperson. Ryan Gilberts (00:58) you Will Hanke (01:27) Now almost three years later, there’s really no turning back. He’s just started his largest sixth figure project, 1900 shades for an apartment building under construction. Ryan, thank you for joining as well. Ryan Gilberts (01:39) Thanks, Will. Will Hanke (01:40) 1900 so you’re going be a little bit busy I guess for at least the next couple days right? Ryan Gilberts (01:44) Fortunately, it’s being built out in stages. Will Hanke (01:46) Awesome. Yeah, that’s great. Congrats on that. So I want to start by talking about some different industry trends. What emerging trends are you guys seeing in the industry right now? And how can other window treatment dealers kind of align with these trends to stay competitive? Joe Kendall (02:02) Ryan, think what you’re doing is, Ryan and I spoke a little bit beforehand, Will, and we really love that the exterior market is exploding. you need to make sure you’re talking to your clients because they don’t know all the cool things you know as far as that goes. I was talking to Ryan and we were discussing how you might go into a customer wants to get some roller shades up on four windows that are consecutive. Ryan Gilberts (02:12) Yeah. Joe Kendall (02:28) And you leave the house with an exterior roller shade motorized. their beautiful in-tort, their trim on the inside is left alone. It’s gorgeous. And they can have that true builder look, but yet get the results they need when they need them. I think the exterior, and people, great too.

Guest Profile: Amy Wollf She is an award winning designer and decorator providing custom window treatments in Scottsdale. WINNER 2022 VISION Design Award - Outdoor WINNER 2021 - Top Treatments WINNER 2017 - Specialty Windows | Certified Interior Decorator Amy recently celebrated being in the industry for 20 years! She has developed a reputation for successfully delivering functional solutions for intricate or technically challenging window configurations including custom window shades, custom and motorized window treatments, draperies, and even custom upholstered furniture. Other Notes/Links: To learn more about Amy Wollf visit: Amy Wollf Interiors pssst.... want to be a guest on the show? Listen to other episodes Summary In this episode of Marketing Panes, host Will Hanke interviews Amy Wolff, an award-winning designer and decorator specializing in custom window treatments. Amy shares her journey in the industry, her unique business model as a solopreneur, and her strategies for attracting premium clients. The conversation delves into the importance of personal service, navigating competition, and leveraging marketing strategies, including social media and PR efforts. Amy also discusses trends in the window treatment industry, maintaining business stability, and her aspirations for the future. Video https://youtu.be/H6dLxgc7qPs Click here to display Transcript TRANSCRIPT Will Hanke (00:00) All right, hello everyone. Welcome to another episode of Marketing Panes, the podcast where we talk to real window treatment and awning service providers and business owners about their successes and struggles related to marketing their business. Today we’ve got a guest with some great insights that I’m excited to interview and I’ve known for a long time. She’s an award-winning designer and decorator providing custom window treatments in the Scottsdale, Arizona area. She is the winner of 2017 Specialty Windows Award, 2021 Top Treatments, and in 2022, the Vision Design Award for Outdoor. Amy recently celebrated being in the industry for 20 years. She’s developed a reputation for successfully delivering functional solutions for intricate or technically challenging window configurations, including custom window shades, custom and motorized window treatments, draperies, and even custom upholstered furniture. Amy from Amy Wolf Interiors, thank you for being on the show today. Amy (01:07) Thanks for having me, Will. Will Hanke (01:08) Yeah, I really do appreciate you jumping on. So I saw and I just read in your bio that you’ve been in the industry for 20 years. Congrats on that milestone. That’s pretty awesome. What inspired you to get into window treatments and interior design in the first place? Amy (01:19) Thank you. You know, it sounds cliche, but I was kind of born with it. I always did it. Even as a little kid, I was rearranging my room and painting it. So it’s just stuff that I’ve always done. Will Hanke (01:40) OK, yeah, that’s cool. it was you it was you were just born with it, right? Amy (01:44) Hahaha Will Hanke (01:46) I love that. So, so tell me a little bit about your business, Amy Wolf Interiors. Who do you serve and what sets you apart in your area? Amy (01:54) Well, I’m a solopreneur. I do not have a storefront. work from home because I go to my client’s home. I serve mostly, you know, the 45 plus crowd, the people who want some more luxury, the people who are willing to pay for custom, for something more unique than you could just buy online. or at Home Depot. And so that’s my crowd. They’re at the point in their life where they want better things, you know, and buy good by once and they just, you know, want to treat themselves better at the end of the day. Will Hanke (02:40) And you’re the right area for it. I know the Scottsdale area is growing like weeds Yeah, that’s great. So Talking about those maybe higher-end clients.

SummaryIn this episode of Marketing Panes, window treatment experts Josh Tycksen (Best Blinds and Sexy Shutters, Arizona) and Vince Sturkie (Best Blinds and Shutters, Carolinas) shared their experiences from 2024 and insights for 2025. The discussion covered market trends, technological adaptations, and strategic business approaches in the window treatment industry.Guests Profile:Vince SturkieStarted Best Blinds in 2001 after spending years in the mortgage banking industry. In 2001 I started and built Columbia SC's largest window treatment store. After selling the Blind business I went back to mortgage banking by starting Hilton Head Mortgage in Hilton Head Island SC. But, I found myself right back in the window fashions industry when I started Best Blinds and Shutters in Greenville SC.in 2019. I now employ 2 of my 3 children along with my wife Sandra where we believe our greatest asset is that we are a local family owned business.Josh TycksenOwner of Best Blinds and Sexy ShuttersWith a background in professional ballroom dance, Josh Tycksen brings precision, artistry, and attention to detail to every window treatment project, making Best Blinds and Shutters a trusted name in Arizona home improvement.Other Notes/Links:To learn more aboutVince Sturkie visit:Best Blinds and ShuttersJosh Tycksen visit:Best Blinds and Sexy Shutterspssst.... want to be a guest on the show?Listen to other episodes Video https://youtu.be/OlS7zhOGN5w Click here to display Transcript TranscriptAll right, hello everyone. Welcome to another episode of Marketing Panes the podcast where we talk with real window treatment and awning service providers and business owners about their successes and struggles related to marketing their business. Today, we are doing our Q4 review slash Q1 outlook for 2025 and excited to have two of the best window treatment dealers.in the US on today and that’s a little bit of a play on words here. So we’ve got Josh Tixon, owner of Best Blinds and Sexy Shudders. Josh has a background in professional ballroom dancing. Josh brings precision, artistry and attention to detail to every window treatment project, making Best Blinds and Shudders a trusted name in the Arizona home improvement. And then we’ve got Vince Sturkey, owner of Best Blinds and Shudders.Vince Sturkey owns Best Blinds and Shudders with a commitment to quality and trust, providing custom blind shades and shutters to homes across upstate South Carolina and western North Carolina. Guys, thanks so much for being on today.Vince Sturkie (01:13)Thanks Will.Will Hanke (01:15)Really appreciate you guys jumping on. So we’re going to get into a little bit of the Q4 and Q1 outlook kind of stuff. first, I have a personal question for each of you. Josh, I’m very intrigued by your journey from professional ballroom dancing to window treatments. How has that background and precision and artistry influenced your approach to the business?Josh Tycksen (01:40)It’s interesting. I’ve never really thought about it that way. I just grew up doing it because it was a good hobby. It a good way to meet chicks. My mom said I had to be in either some form of dance or art or music and I liked movement and I like music. I’m a very energetic person. I look like I’m always on about 10 Dr. Peppers, but I don’t really drink a lot of caffeine actually. I just have a lot of natural energy, but the benefits coming from it though are I had to work with a lot of different people in a very intimateWill Hanke (01:46)youJosh Tycksen (02:09)setting, know, where like partnering with somebody, your hands are right on each other, on each other’s back or whatever, and you’re very close and these boundaries are very different. And in learning how to work with, you know, so many different partners and people in those settings, I think it set me up for a lot more success working with the different kinds of people that I encounter on a daily basis in our ap...

Guest Profile: David SoriaDavid has been in the industry since the mid 90s before joining America's Window Covering Buying Network in 2021. His previous experiences include in-home sales for a local retailer and sales management as well as field sales for national brand suppliers to the industry.Other Notes/Links:To learn more about David Soria visit:America's Window Covering Buying Networkpssst.... want to be a guest on the show?Listen to other episodes Video https://youtu.be/VO5DQ6HmtmU Click here to display Transcript TranscriptWilliam Hanke (00:02)All right, hello, everyone. Welcome to another episode of Marketing Panes, the podcast where we talk with real window treatment and awning service providers or business owners about their successes and struggles related to marketing their business. Today’s guest is David Soria. David has been in the window treatment industry since the mid 90s before joining America’s Window Covering Buying Network in 2021.His previous experiences include in-home sales for a local retailer and sales management, as well as field sales for national brand suppliers to the industry. David, thank you so much for being on today.David Soria (00:43)welcome.William Hanke (00:45)Excited to have you here and kind of talk through a little bit about what’s known as the network, I guess, right? Yeah, awesome. So why don’t you start out by sharing a little bit of background about your journey, obviously, in the window treatment industry and some key roles that have helped you kind of shape your expertise.David Soria (00:51)Yep, that’s right.Sure, sure. You I got started in the industry when I answered a newspaper one ad, if you remember those, looking for a salesperson, somebody who might have an interest in design and who would be doing shop at home sales for that company. at the time I’d done some in-home sales, had a background in theater design and also in teaching.William Hanke (01:15)YouDavid Soria (01:33)And the job sounded interesting. And this was for a fairly large window coverings retailer in the Chicago area. And when I started with them, they had over a dozen shop at home decorators working for them, big company. They had their own workroom, made their own drapery, vertical, shears, top treatments. And, you know, talk about a nice problem. They were drowning in leads. I got a two weekcrash course in their showroom on blind shades and drapery and then I started taking sales calls. I mentioned that they were busy. I still remember I took 20 in-home calls my first full week with them. Mostly for hard treatments but still 20. A of customers to see. The owner had really great plans to expand.William Hanke (02:21)Wow.David Soria (02:28)eventually moved me into a supervisory role doing ride-alongs with the team, training, setting up promotions, working with the general manager and our marketing manager to develop programs and incentives. At the time, I didn’t know that the owner was building up some debt behind the scenes and that eventually caught up with him and forced him to close. I was fortunate enough to leave before that happened.I then went to work as a territory rep for a hard treatment fabricator that had recently expanded into the Midwest. I was with them for some really tremendous growth and change at that company and the industry. We saw our product mix shift dramatically from more commodity products like verticals and cellular into the explosion of interest in horizontal woods then.natural shade category and really the first big wave of screen shades and motorization. That company was eventually purchased by a larger national company right around the time of the 07-08 financial crisis and a number of years later they got absorbed into another company. I continued with them for a number of years before I moved on.wanted to make a change, do less travel and have more time with my family. But it was a great way to learn about the indus...

Guest Profile: Jessica HarlingJessica Harling is a 4th Generation Window Treatment Specialist, founder of Behind the Design, and leading expert in employee and process development for design trade organizations. Behind the Design nurtures top talent through recruiting, onsite and online training, and consults with leadership in streamlining processes that increase productivity and impact the company’s bottom line.Other Notes/Links:To learn more about Jessica Harling visit:Go Behind The Designpssst.... want to be a guest on the show?Listen to other episodes Video https://youtu.be/dLncJU8JgzQ Click here to display Transcript TranscriptWill Hanke – WTMP (00:00)All right. Hey everyone. Welcome to another episode of Marketing Panes, the podcast where we talk with real window treatment and awning service providers or business owners about their successes and struggles related to marketing their business. Today I have our first ever return guest and you know, when you’re, when you’re really good at what you do, you got to have them back on to pull out some more knowledge. SoI’m excited to have Jessica Harling on today. Jessica is a 4th generation window treatment specialist, founder of Behind the Design and leading expert in employee and process development for design trade organizations. Behind the Design nurtures top talent through recruiting, on -site and online training, and consults with leadership in streamlining processes that increase productivity and impact the company’s bottom line. Jessica, thank you for being on today.Jessica Harling (00:54)It is my pleasure. Thank you so much for having me again. I’m excited.Will Hanke – WTMP (00:59)Yeah, yeah, you’re pretty well known in the industry. So I’m sure a lot of people know who you are if they haven’t already heard the previous episode. But excited to have you on. For those that maybe don’t know, could you share a little bit of your background and your current role in the window treatment industry and how you help businesses succeed?Jessica Harling (01:18)Yeah, absolutely. Well, I have a love of it that is very deep. I’m fourth generation in window treatments. So my great grandfather started business in 1936 in Chicago, and that’s where I learned the business. Got into it about 14 years ago and worked with my mom and my grandpa and opened then the consulting firm behind the design about eight years in.and just haven’t looked back. It’s been a pleasure working with other window covering companies and interior design trades to help them with their recruiting, training, or their process development, which is my favorite part, is getting in there and uncovering what inefficiencies there are and making it more streamlined so that they can scale, they can get to those goals that they’re looking forward to.Will Hanke – WTMP (02:14)Yeah, I love that you grew up in the industry and you’re kind of like in it whether you wanted to be or not, right? I’m sure after school you came home or you came to the store and helped out and I also love that you found a niche inside of that. You didn’t just turn into another sales, into your salesperson like maybe your parents did that kind of stuff. I love that you kind of found your own path.Jessica Harling (02:39)Yeah, I really, I loved it. And the funny part is I didn’t know what my parents did for the longest time, my mom, my grandpa. I mean, they knew they were in design and I knew that every year when we had a garage sale, we’d be selling a lot of fabric and we had bolts and bolts of it in their garage. But before I got into the industry, I really didn’t know anything about it and wasn’t that kid that was going into the shop and stuff. So I learned everything fromWill Hanke – WTMP (02:48)YouOkay.Jessica Harling (03:08)the incredible reps in this industry and of course the knowledge that my family brought to it. But that’s, you know, all been generated from working in the industry.

Guest Profile: Michelle WilliamsMichele Williams is the dynamic owner of Scarlet Thread Consulting and Metrique Solutions, specializing in empowering creative professionals in the design industry. She offers strategic business coaching and financial analytics, helping interior designers, workrooms, and window covering professionals navigate the complexities of entrepreneurship. Through Scarlet Thread Consulting, Michele provides tailored coaching to achieve financial clarity and operational efficiency. Metrique Solutions offers technology-driven software to optimize pricing strategies and enhance profitability. Michele's work transforms businesses and inspires growth in the design community.Key TakeawaysIn this insightful podcast episode, Michelle Williams, owner of Scarlet Thread Consulting and Metric Solutions, shares her expertise on financial management for window treatment and awning businesses. Key takeaways include:The importance of understanding how money flows through your business.Implementing a profit-first approach to ensure sustainability.Strategies for effective budgeting and marketing spend.Tools and resources for better financial management.Preparing for and handling financial setbacks.Understanding the Basics of Financial ManagementThe Fundamental PrinciplesMichelle emphasizes the critical importance of understanding how money moves through your business. This includes:Identifying primary revenue streams.Understanding cash flow patterns.Knowing your cost of goods and operating expenses.She stresses that many businesses fail due to poor cash flow management, highlighting the need for a solid grasp of these fundamentals.Implementing a Profit-First ApproachMichelle advocates for a "bottom-up" financial approach:Determine desired profit after taxes.Account for taxes and savings.Calculate necessary operating expenses.Work upwards to determine required sales.This method ensures that profit isn't an afterthought but a planned component of your business model.Effective Budgeting and Marketing StrategiesCreating a Marketing BudgetMichelle suggests:Conservative businesses: 6-8% of gross profit for maintenance.Growth-focused businesses: 8-20% of gross profit.She cautions against exceeding 20% to maintain overall financial health.Measuring Marketing ROITo effectively measure marketing ROI:Set clear expectations for each marketing activity.Track relevant metrics (e.g., website clicks, lead generation).Understand the cost per lead and return on investment.Michelle emphasizes the importance of giving marketing efforts enough time to show results before making decisions.Tools and Resources for Financial ManagementMichelle recommends:Accounting software (e.g., QuickBooks, FreshBooks)Customer Relationship Management (CRM) systemsFinancial dashboard tools like Metric SolutionsThese tools help track financial data, manage customer information, and provide insights for decision-making.Preparing for Financial SetbacksTo minimize and handle financial setbacks:Create separate bank accounts for different business purposes.Save for unexpected expenses and taxes.Plan ahead for hiring and expansion costs.Develop contingency plans for various scenarios.Effective financial management is crucial for the success and sustainability of window treatment and awning businesses. By implementing these strategies and using the right tools, you can make informed decisions, optimize your marketing spend, and build a more resilient business.Other Notes/Links:To learn more about Michelle Williams visit:Scarlet Thread Consultingpssst.... want to be a guest on the show?Listen to other episodes Video https://youtu.be/H-9mjW__YXI Click here to display Transcript TranscriptWill Hanke – WTMP (00:00)All right, hello, everyone. Welcome to another episode of Marketing Panes, the podcast where we talk with real window treatment and awning service providers and business owners about their successes and s...

Guest Profile: Georgiana Schwandt Georgiana (Georgi) Giese Schwandt, founder of Incredible Windows, hails from central Illinois where she imbibed the values of hard work, compassion, and dedication. A former educator with 28 years of experience across four school districts, Georgi now leads her team in covering thousands of windows in the greater Madison, WI area. Her commitment to serving clients with kindness and respect remains unwavering. Other Notes/Links: To learn more about Georgiana Schwandt visit: https://www.incrediblewindows.com/ pssst.... want to be a guest on the show? Listen to other episodes Video https://youtu.be/YW2v9y3cOOY Click here to display Transcript Transcript [0:02] Alright. [0:02] Hello everyone. [0:03] Welcome to another episode of marketing pains. [0:05] My name is Will hanky. [0:08] This is the podcast where we talked with real window treatment and Awning business owners about their successes and struggles related to marketing their business today. [0:18] We’re on covering success. [0:20] This is episode 33 and I’m excited to have Georgiana Schwandt who we called Georgie with us from Madison, Wisconsin. [0:30] She has been a client of ours for probably around I think nine or ten months now and we’re excited to have Georgie with us today. [0:38] And let’s Jump Right In Georgie. [0:40] How are you? [0:41] I’m good. [0:42] Well and you doing fantastic so excited to have you on today? [0:47] Thank you. [0:47] I appreciate the opportunity. [0:48] Well, yeah. [0:50] Well, let’s Jump Right In tell me a little bit about your business. [0:53] It’s called incredible Windows. [0:55] You’re in the Madison Wisconsin area. [0:58] Tell us a little bit more. [1:00] Well, so my story would I give him a very abbreviated version when I meet with a customer is this simply this is my retirement business. [1:11] So I had a real job for 28 years as a high school educator and I retired relatively young in as far as Retirement term door speaking and I needed something to do and look around for about two years trying to figure that out. [1:27] Try different things including real estate appraisal. [1:30] I hated it took the courses got certified and I don’t like this. [1:34] So I thought well, let’s look for something else and I went out for lunch or someone who is selling window treatments in Northern Illinois. [1:42] And she said you had to do what I do. [1:43] I said I think you’re right and it was about that quick. [1:47] So that was in 2006 and here I am almost 18 years later selling window treatments on a part-time basis as I shop at home. [1:56] I’ve never had a storefront. [1:57] I never will and I I’m enjoy great success. [2:03] Wow, okay, so you don’t like the storefront idea tell me more about that. [2:09] Well, there are a couple reasons I decided that first of all, I was a high school principal in Madison for eight years managing lots and lots of people including students and staff and parents and you know legislators and being involved and I wanted a simple business model that was manageable. [2:31] I didn’t want to have the expense of the storefront and I have no regrets. [2:36] I know it took me a while to get started. [2:39] Of course, it wasn’t easy, but I feel like I’ve done it and I was still learning and I still when I do grow. [2:48] Good good. [2:49] So your business model is get the lead go to the home pitch the pitch the installer. [2:57] Whatever the product do you get the payment right then or do you go back and do a proposal and then of course do the install later? [3:08] Well, it works in different ways. [3:11] Ideally what actually the ideal situation happened yesterday where indeed I meant with a customer. [3:19] She did a remodel over 30 year old home and was when a new window treatments. [3:24] I we went in and talked about her needs and what she wanted and if it’s a she’s doing it in two parts.

Key TakeawaysThe market is seeing a shift towards luxury clients and budget-conscious customers.Technology integration, such as smart home features, is becoming increasingly important.Hiring and training remain crucial for business growth.The Sun Shading Expo showcased innovations in exterior shading solutions.Current Market TrendsShift in Customer BaseMike Lewis notes a significant change in their customer base:"We've seen a lot of people go extra luxury and cost really wasn't a factor... Or the opposite has hit and it's like, hey, you we have this minimum and it seems like we're getting a lot of minimum jobs too."This polarization of the market presents both challenges and opportunities for window treatment businesses.Election Year ImpactThe upcoming election is affecting consumer behavior. Mike explains:"This happens every four years for us. Honestly, it's election year and that's is always a big thing and you know money trickles downhill."Opportunities in the Luxury MarketJessica Harling emphasizes the importance of networking in the luxury market:"You have to go where they live... Whether that is being on a board or going to a charity event or whatever, you just have to go where they live and literally network with them."Technology and InnovationSmart Home IntegrationThe podcast highlights the increasing importance of smart home technology in the window treatment industry. Features like motorization, solar panels, and integration with voice assistants are becoming standard expectations for many customers.Innovations from Sun Shading ExpoMike shares an interesting innovation he saw at the expo:"There was a retractable awning company that will still are retractable awning that we have puts lights in there. They're actually integrated in it's not an aftermarket thing."This kind of integration showcases how the industry is evolving to meet customer demands for both functionality and aesthetics.Hiring and Training ChallengesChanging Perspective on HiringJessica challenges the common notion that it's hard to find installers:"It is not hard to find installers. It is hard to find what is the expectation in your head of a perfect installer. You have to train them."Importance of TrainingBoth guests emphasize the crucial role of ongoing training. Mike shares:"Training them after, basically we always say after a year is when you should probably stop making mistakes, right? But it takes a long time to really get there."Looking Ahead to 2025As the industry prepares for 2025, both guests are focusing on growth and preparation. Mike is expecting a "good bounce back" and is focusing on SEO to prepare for increased demand. Jessica is planning group workshops across the country to provide training on products, sales, and customer service.The window treatment and awning industry is evolving rapidly, with shifts in customer demographics, technological advancements, and ongoing challenges in hiring and training. By staying informed about these trends and adapting strategies accordingly, businesses can position themselves for success in the coming year.---Are you looking to improve your window treatment business's online presence? At Window Treatment Marketing Pros, we specialize in digital marketing strategies tailored for the industry. Contact us today to learn how we can help you reach more customers and grow your business. Video https://youtu.be/3AtF8RAVYyE

Guest Profile: Casey RichardsonCasey Richardson is a Partner & Co-Founder at Craft Agency Group, a white label agency specializing in lead generation Facebook Ads. Focusing on niche agencies working with local service providers, Craft fills a gap in the white label marketplace - offering Facebook Ads at the highest level possible. Casey is known for his data-driven approach and expertise in testing and optimization, making him one of the most sought after strategists in the industry.Casey’s dedication to the agency community runs deep, and in addition to being a trusted service provider for some of the fastest-growing agencies in the country, he is also a coach, consultant, and speaker.Other Notes/Links:To learn more about Casey Richardson visit:Craft Agencypssst.... want to be a guest on the show?Listen to other episodes Video https://youtu.be/oDHByxYBYqk Click here to display Transcript TranscriptWill Hanke – WTMP (00:00)All right, hey everyone, Welcome to another episode of Marketing Panes, the podcast where we talk with real window treatment and awning service providers or business owners about their successes and struggles related to marketing their business.Today we’ve got a great service provider who’s also been a friend of mine for a while and does some really great things. And I’m very excited to have him on today. So Casey Richardson is a partner and co -founder at Craft Agency Group and Ad School, specializing in lead generation from Facebook ads. Focusing on niche agencies working with local service providers.Kraft fills a gap in the white label marketplace, offering Facebook ads at the highest level possible. Casey is known for a data -driven approach and expertise in testing and optimization, making him one of the most sought after strategists in the industry. I’m lucky enough to have him on my podcast today. So Casey, how are you?Casey (01:01)Man, I’m doing great. What an intro. Thank you, Will. Appreciate it, man. Happy to be here. Happy to add value however I can.Will Hanke – WTMP (01:03)HahahaYeah, so I’m so very excited about Facebook ads. I know you’re doing some fantastic things over there. So for the listeners, I want to get in a little bit to obviously how they can use Facebook ads for their business. You know how you set things up. You know, we’ll kind of get through some different things. But before we get into all of that, why don’t you give me a little bit of background? Give me the story of how you got into the digital marketing world in the first place.Casey (01:39)Sure, yeah, man. You know, I was a creative freelancer for 10 years. So I was always doing something in small business, you know, typically around graphic design, photography, video, something in that kind of world. And, you know, one of my more recent ventures, I guess, that kind of like tipped everything over into marketing is I ran a video production business and that agency was actually the first business that I built up to a million dollars a year. Andthat one of the things that we came across in that process was like, okay, we film these great videos. Now what does the client do with them? And how do they actually maximize that investment? And we kind of started going into, well, let’s turn these videos into ads and make it more of like commercial campaigns and digital advertising for these businesses. And that kind of really opened my eyes to what digital advertising can do for a local business. And then,COVID came around. essentially the entire business evaporated overnight. Video production is probably one of the most, like one of the industries that was hit almost as hard as restaurants. There was no production that was happening in person at all during that time. And essentially my entire client base just completely went away. So I did have a couple of clients that I was still managing ads for andthat was kind of the start of, maybe I could turn this into an agency.

Guest Profile: LuAnn NigaraLuAnn Nigara is a dynamic media personality, keynote speaker and seasoned entrepreneur, best known as an original founder of Window Works in Livingston, New Jersey, and current co-owner of Exciting Windows. She is the host of the top rated podcast, A Well Designed Business, and the founder of LuAnn Nigara Inc., which supports creative entrepreneurs through live events. Luann University and coaching. Luann's newest podcast, Window Treatments for Profit, focuses on the custom window treatment industry. She serves on the National Board of the Window Coverings Association of America and regularly contributes to industry publications.Other Notes/Links:To learn more about LuAnn Nigara visit:https://luannnigara.com/pssst.... want to be a guest on the show?Listen to other episodes Video https://youtu.be/msy5BXuBDFw Click here to display Transcript TranscriptWill Hanke – WTMP (00:00)All right, hey everyone, welcome to another episode of Marketing Panes where we dive deep into marketing strategies and tools that drive success in the window treatment and awning industries. Today, I’m excited to have LuAnn Magara with us, a true expert in the window treatment field. So LuAnn, thank you so much for jumping on today. I really do appreciate it.LuAnn Nigara (00:25)my goodness, Will, I’m so happy to be here with you. Thank you.Will Hanke – WTMP (00:27)Yeah, yeah. So let me read your bio so we know who you are. LuAnn Nigara is a dynamic media personality, keynote speaker and seasoned entrepreneur, best known as an original founder of Window Works in Livingston, New Jersey, and current co -owner of Exciting Windows. She is the host of the top rated podcast, A Well Designed Business, and the founder of LuAnn Nigara Inc., which supports creative entrepreneurs through live events.Luann University, which we’ll talk a little bit more about later, and coaching. Luann’s newest podcast, Window Treatments for Profit, focuses on the custom window treatment industry. She serves on the National Board of the Window Coverings Association of America and regularly contributes to industry publications. That’s pretty awesome, pretty impressive, quite honestly.LuAnn Nigara (01:19)Sounds good, doesn’t it?Will Hanke – WTMP (01:22)Yeah, that sounds great. Yeah. So thanks so much for being on. Right, right. Yeah. Yeah, we can always make something that sounds really good about ourselves. So give me a little background about how you got into the window treatment world.LuAnn Nigara (01:24)We all sound better in print, don’t we?Well, I met a man that I fell in love with. His name was Vin Nigara. And he had just opened Window Works about six months prior. And I actually had met him when we were dating. And at one point during our dating, he opened Window Works. And about six months after him opening Window Works, I found myself in a job that I hated.Will Hanke – WTMP (01:42)Yeah.LuAnn Nigara (02:03)And of course we’re going out for our dinner dates and so forth and I’m complaining, blah, blah, blah. And he’s like, what do you want to do? And I’m like, I got to get back into sales. I have to get back into sales. This is driving me crazy, know, blah, blah, blah. And he’s like, well, I started this window treatment company. Like if you want to do that for a little bit until you find something else, you could do that. And I’m like, what are window treatments? You know? And so he said, well, you know, back then in 1982, wasWill Hanke – WTMP (02:27)youLuAnn Nigara (02:32)Verisols, Levolor mini -blinds, and Luverdrape verticals. And I said to him, sure, you know what? I mean, I could sell water to a fish, let’s go. And so that was, like I said, in 1982. if I met him and he was selling IBM computers, I would probably have a podcast now that services IBM computer industry. But that’s how it was. I I joined the company andWill Hanke – WTMP (02:53)YouThat’s great.LuAnn Nigara (03:01)really,

Guest Profile: Sandra VanSickle​Sandra VanSickle is a respected figure in the window coverings industry, known for her extensive expertise spanning over three decades in custom window treatments. She owns and operates Sew What's New, LLC, a prominent wholesale studio and training center based in Apex, NC. Sandra excels in creating high-quality window treatments and shares her wealth of knowledge through online courses, hands-on workshops, articles, and speaking engagements.In addition to her studio work, Sandra co-owns the Craft Your Creative Life Retreat, a unique event that blends sewing skills, business strategy, and wellness for industry professionals. She also serves as Director of IWCE's Artisan Atelier, where she organizes and facilitates two days of training sessions in the exhibit hall, helping attendees enhance their skills and stay ahead of industry trends. Sandra also produces the "Live With Sandra V" show, where she offers training and insights to a broader audience.Sandra's dedication to education and leadership continues to inspire and shape the window coverings community.Other Notes/Links:To learn more about Sandra Vansickle visit:Sandravansickle.compssst.... want to be a guest on the show?Listen to other episodes Video https://youtu.be/6fHLoVxfpd4 Click here to display Transcript TranscriptWill Hanke – WTMP (00:00)All right. Hey, everyone. Welcome to another episode of Marketing Panes. My name is Will Hanke. This is the go -to podcast for window treatment and awning business marketing. Each month, we bring you insights from industry experts and fellow business owners sharing tips, tools and strategies to boost your online presence and drive growth. My guest today is Sandra Van Sickle. She’s a respected figure in the window coverings industry.known for her extensive expertise spanning over three decades in custom window treatments. She owns and operates So What’s New, LLC, I love that, a prominent wholesale studio and training center based in Apex, North Carolina. Sandra excels in creating high quality window treatments and shares her wealth of knowledge through online courses, hands -on workshops, articles, and speaking engagements. Sandra, you’re quite busy.In addition to her studio work, Sandra co -owns the Craft Your Creative Life Retreat, a unique event that blends sewing skills, business strategy, and wellness for industry professionals. She also serves as director of IWCE’s Artisan Atelier, where she organizes and facilitates two days of training sessions on the exhibit hall, helping attendees enhance their skills and stay ahead of industry trends.If you’ve ever been to IWCE, they’re right in the middle and they’re always busy. Sandra also produces the Live with Sandra V show where she offers training and insights to a broader audience. Sandra’s dedication to education and leadership continues to inspire and shape the window coverings community. Sandra, thank you so much for being on today.Sandra VanSickle (01:45)It’s great to be here. Thanks for having me.Will Hanke – WTMP (01:47)Yeah. So I’ve seen you many times at, like I said, at IWCE. There’s always a busy little section there and people learning stuff. And I love all the different things that you teach. Tell me a little bit about your background. And I know that you kind of transitioned from corporate America to running a successful custom draperySandra VanSickle (02:06)Yes, again, well, thank you for having me here. It’s really exciting. I’m usually the one doing the interviews and like you, I said, where is Will? I need to meet him in person. So it’s wonderful. But yes, first let me start off real quick by saying that sewing has always been a true passion of mine. I started at the age of five. I have a grandmother who was a master seamstress and I bucked the crap out of her until she taught me how to sew. And that’s all it took. Off I went.Will Hanke – WTMP (02:16)yeah.