Q3 Outlook with Russ & Rory: Surviving Slowdowns and Seizing Shading Opportunities
Description
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. - Windows Shading Pro Newsletter
Curated by Rory McNeil, this free newsletter has been around since the 1990s and provides industry updates, product highlights, and business insights.
Sign up here: Windows Shading Pro Newsletter - Sun Shading Expo 2025
Other Notes/Links:
pssst…. want to be a guest on the show?
Arjay’s Window Fashions: Visit Website
WindowShading.Pro: Visit Website
Video
https://youtu.be/nW9WEe0xOaA?feature=shared
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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 or business owners about their successes and struggles related to marketing their business. My name is Will Hanke. Today is a special episode. We’ve got not one, but two industry leaders joining us and we want to talk about Q3, which is just around the corner.
And maybe we’ll talk a little bit about Q2 as well and see how well it went. But we’ve got some great guests today. So Russ Elinson serves as the principal of Arjays’s Window Fashions, spearheading strategic growth at Window Products Management, Incorporated. A USC graduate, Russ brings proven leadership in the window coverings industry. And Rory McNeil, who’s been with us before, he’s a seasoned leader in the window coverings industry.
And founder of Windows Shading Pro. With decades of experience from launching Eclipse blinds in the US to co-founding TechStyles, he now heads Shading and Automation Solutions, or SAS, continuing to drive innovation in shading and automation. Gentlemen, it’s fantastic to have you here.
Rory McNeil (01:13 )
Thanks for having me.
Russ Elinson (01:13 )
Thanks for having us.
Will Hanke (01:15 )
Appreciate it. So let’s jump in. want to I don’t want to spend too much time bantering back and forth, but let’s talk about what pulled you into the industry. Maybe we’ll start with Russ. What kind of pulled you in? Was it love at first sight or was it more of a slow burn?
Russ Elinson (01:30 )
Well, my situation is perhaps a little different. I was born into the industry, so that could be a blessing or a curse, depending on how you look at it. I grew up in a window covering manufacturing business. So from five years old, running around a warehouse and assembling brackets and sweeping floors and counting rolls of fabric. I never thought I would wind up in the industry. Coming out of school, wound up in the family business.
I was there for 10 years and been moved on into my own business venture on the retail side of the business that was 14 years ago.
Will Hanke (02:03 )
Okay. long time ago. Rory, what about yourself?
Rory McNeil (02:03 )
Long time ago.
Russ Elinson (02:06 )
To be 45 and have 25 years plus experience in the industry full time is a lot.
Will Hanke (02:13 )
You
Rory McNeil (02:14 )
The wild thing is Russ that back when Russ was running around the floors in that fabricator, I was visiting them from the UK. That goes back a long way. Yeah.
Russ Elinson (02:23 )
well
Will Hanke (02:25 )
You’re dating.
Russ Elinson (02:26 )
So needless to say, Rory and I have known each other a long time.
Will Hanke (02:29 )
Yeah, yeah. Rory, what kind of pulled you into the industry first?
Rory McNeil (02:33 )
Nepotism just like Russ. Yeah, my father and uncle had started a window covering business in the UK. That was called Apollo Blinds was first this retail franchise operation and been Eclipse Blinds applied the franchisees with Apollo branded product. And they also supplied every other independent fabricator of blinds in the UK. And been I got involved in the company in the mid 80s to start the export department because we we’d grown so much in the UK.
Will Hanke (02:35 )
Okay.
Rory McNeil (03:02 )
Only 65 million people to work with, you it’s not a big market. And so within about five years, we were selling to 36 countries around the world. A lot of fun.
Will Hanke (03:11 )
Yeah, wow, what a journey that’s been. Thanks for sharing that. Russ, I know you guys, Arjays’s is doing quite well in the Southwest, I guess is where you guys are at. What was the point when you thought, know, okay, we’re not just surviving, we’re leading?
Russ Elinson (03:28 )
I think the big change happened once we started hiring full-time installation technicians. Stop relying for the most part on subcontractors and just building a full team that would b
United States
