Morgul Marketing

    Where Atlanta window and door inquiries leak before anyone measures

    Most window dealers do not have a traffic problem. They have a handoff problem. Inquiries arrive, somebody eventually calls back, an estimator drives across town, a quote goes out, and then a homeowner who was interested in October signs with a franchise in February. Every one of those steps loses people, and almost none of them are measured. Fixing the intake and the follow-up will do more for revenue this year than any redesign or bidding change, and unlike advertising it costs almost nothing to run. Start by finding out what actually happens to an inquiry after it lands.

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    The four o'clock appointment is the one that gets rescheduled

    Appointment times in this metro are a traffic decision, and booking them as though drive time were fixed is what drives your no-show rate.

    An estimator leaving Marietta for a late-afternoon appointment in Decatur will be late, and a homeowner who waited an hour past the window is not in a buying mood when the measure finally starts.

    Book by band and by direction. Cluster the far appointments in the middle of the day, keep the close ones for the ends, and stop treating a slot as interchangeable regardless of where it sits on the map.

    Give a realistic arrival window and confirm it the morning of, then again when the estimator leaves the previous job. A text with a live arrival time prevents most of the cancellations that get blamed on tire kickers.

    Track reschedules and no-shows by time of day and by destination. The pattern usually appears within a month, and it is almost never random.

    A text back inside five minutes beats a voicemail you will return tomorrow

    The gap between the inquiry and the first human response is where the largest share of this trade's demand is lost.

    Homeowners who fill out a form generally fill out more than one. Whoever answers first frames the comparison, and everyone after that is arguing against a set expectation.

    Set up an immediate text from a real number, not an automated email that lands in promotions. Ask one useful question in it, such as the address or how many openings, so the reply starts a conversation instead of confirming receipt.

    Route inquiries to a phone that is on. Forms landing only in an office inbox go stale overnight, and evening is exactly when people who spent the day at work sit down and start shopping.

    Missed calls need the same treatment. An automatic text back saying who you are and asking for a good time recovers a real share of calls that would otherwise become somebody else's job.

    Two questions on the phone tell you whether this is a two-window job or a whole house

    Qualification is not gatekeeping, it is how you avoid sending a full estimate visit to a job that needed a phone quote.

    Ask how many openings and what the frames are made of. Those two answers separate a whole-house replacement from a homeowner with one broken slider, and they belong in the first sixty seconds of the call.

    Then ask about access. A tight side yard, a steep back lot on red clay or a driveway under mature trees changes how a large unit gets to the opening, and knowing before the truck rolls prevents an awkward conversation in the yard.

    Small jobs still deserve a path, just a cheaper one. Photos and dimensions by text, a number over the phone, a scheduled install without a separate measure trip. Turning them away entirely gives your competitor the referral.

    Write the script down and keep it short. An unwritten script is different every time the phone rings, which makes everything downstream impossible to read.

    Count held appointments, because a booked measure and a held measure are two different numbers

    Most dealers report on leads and installs and know almost nothing about the four steps in between.

    Instrument the whole path: inquiry received, contacted, qualified, appointment booked, appointment held, quote delivered, job signed. Each step gets a count and a source.

    The held column is the one that changes behavior. A source that books well and holds badly is producing people who were curious rather than committed, and the fix is upstream in the copy or the geography.

    Segment by drive-time band, not by county line alone, though counties are a useful proxy. Fulton and Gwinnett inquiries can look identical in a lead report and behave completely differently once travel time is counted.

    Look at the numbers monthly with the estimators in the room. They already know which inquiries wasted their day, and their explanation is usually more accurate than the CRM.

    The quote you sent in July gets decided in November, if anyone calls

    Seasonal urgency is doing your closing for you, and a dead quote list is the cheapest pipeline in the business.

    A homeowner who priced windows in the summer and did nothing will feel the reason again on the first cold weekend. Nobody in the market has more warmth toward you than someone who already had you in their house.

    Build a follow-up that outlives the quote's expiration. A short call and a note after a week, then a lighter touch each month, then a deliberate reach-out when the weather turns.

    Give the later contacts a reason to exist beyond checking in. Price validity, a new product line, a change in what a job like theirs is running, an install finished on their street.

    Keep the whole quote history, not just the last ninety days. In a two-season market the same list is worth working twice a year, and most competitors abandon it after two weeks.

    With one metro's traffic your evidence is thirty call recordings, not a significance test

    A single-market dealer will almost never accumulate enough inquiries to read a small split test, so change the method rather than pretending the math works.

    Statistical testing needs volume this business does not have. A test on a button or a headline will run for months and still produce a result you cannot trust.

    Listen instead. Thirty recorded calls, read end to end, will tell you exactly where people hesitate, what question keeps coming up, and which part of the script makes them go quiet. That is real evidence, and it arrives in a week.

    Then change big things one at a time and measure them in held appointments over a full season. Response time, the qualification script, the arrival window, the follow-up cadence. Each is large enough to move a number you can actually see.

    Also read the losses. Call the last twenty quotes that went nowhere and ask what they did instead. The answers are uncomfortable and more useful than any dashboard.

    Questions we get

    We get plenty of inquiries but close very few. Where do we start?
    Start with response time and appointment holds, in that order. Time-stamp when each inquiry arrives and when a human first speaks to that person, then measure what share of booked measures are actually held. Those two numbers usually explain most of the gap before anything about pricing or presentation needs changing.
    Should we require a phone number on the form?
    Yes, and give a reason next to the field, such as needing it to confirm arrival time. Requiring an address or ZIP matters just as much, because it decides routing. Keep the total field count small and put anything optional last.
    Should homeowners book their own measure through a calendar on the site?
    It works for shops with disciplined routing and fails for everyone else, because self-booked slots ignore where the estimator will be that morning. If you try it, restrict the offered times by area so the calendar cannot create a trip across the metro at rush hour.
    How do we handle inquiries that arrive after hours?
    An immediate automated text acknowledging the inquiry and asking one qualifying question holds the position until morning. Set the expectation for when a person will call and then meet it. Evening inquiries are often the most serious ones, since that is when working homeowners shop.
    How long should follow-up on an unsold quote continue?
    Longer than most shops run it. This purchase gets deferred for months, and the trigger is frequently seasonal rather than financial. A light monthly touch plus a deliberate call when the weather changes keeps you in the conversation without becoming a nuisance.

    Written by KC Thompson, Morgul Marketing. Updated .

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