Morgul Marketing

    Atlanta, GA

    Getting known for windows in a metro that lives under a canopy

    Mature tree canopy is the fact that separates a window and door company's audience here from the same company's audience anywhere in Florida. It puts limbs through picture windows on ordinary storm nights. It keeps north rooms cold and damp through a genuine winter. It coats a sill in yellow every spring and shows a homeowner precisely where their sash is leaking. And it stops abruptly at the newer subdivisions built on cleared red clay, which have none of those problems and a different one instead. None of it appears in stock window marketing, which is the reason an Atlanta account that talks about it sounds like a neighbor while a national brand's sounds like a mailer.

    The storm call at nine at night decides who gets the spring job

    Dense canopy over the older intown neighborhoods and the northern suburbs turns a windy night into broken glass, and the search for help happens on a phone in the dark.

    A homeowner with a hole in a living room wall at nine at night is not shopping for a replacement program. They want plywood, a tarp and somebody who picks up.

    Say in the profile and in a pinned post whether you board up, in what hours, and how far out you will drive. A message that goes unanswered that night usually takes the replacement job in the spring with it.

    Post the board-up work itself. It is fifteen minutes of unglamorous labor, and in a metro with this much tree cover it is among the most forwarded material a window company can make.

    Show what follows, because nobody explains that part. A boarded opening is a holding action, and the sequence from tarp to template to a unit that finally arrives is a month long in a way homeowners never expect.

    Keep the sequence honest about custom sizes. An older intown house with a large fixed pane is not a stocked item, and a family living behind plywood needs to hear that from you before they hear it from somebody else.

    The yellow line on the sill in April is your evidence

    Pollen season under this canopy leaves a visible record of where outside air is getting into a house, and no other market hands a window dealer a free demonstration like it.

    For a few weeks every spring, everything in Fulton County and DeKalb County goes yellow. Cars, porches, dogs, and the inside face of any window that is not sealing.

    The line along an interior sill and the fine edge sitting on a meeting rail is air infiltration a homeowner can see with their own eyes, which lands harder than any rating on a sticker.

    Film it before anybody wipes it. A close, still shot of a sill with one wiped patch beside an untouched one carries the whole argument and needs no narration at all.

    It also tells you what to sell, so say so. Pollen along the bottom rail of a slider is usually weatherstripping and a dirty track. A line running the full way around a sash is a frame that has moved.

    Same weeks, second complaint: people run the air conditioning for the first time and rediscover the room that never gets comfortable. The sill post and the comfort post belong next to each other on the calendar.

    Old oaks and cleared subdivisions produce two different complaints

    Shade is not spread evenly across this metro, and which side of it a house sits on decides what the homeowner is actually unhappy about.

    Under mature canopy inside the Perimeter, through Decatur and the shaded parts of DeKalb County and Cobb County, north rooms stay cold and damp through a real winter. Condensation on the inside of the glass, mildew at the sill, a room nobody sits in from November on.

    Out in the subdivisions built on cleared red clay through Gwinnett County and Forsyth County, and around Alpharetta and Johns Creek, there is no canopy at all. The glass is builder grade, roughly the same age up and down the street, and the complaint is an afternoon nobody can sit through.

    One post cannot describe both houses. A caption about damp and condensation reads as somebody else's problem in Johns Creek, and a caption about west glass reads the same way in Druid Hills.

    So write to one house at a time and let the house identify itself. Condensation running down a north window in February is a post. A sunroom that has been sealed off since June is a different post.

    The tree line is the map. If you want to know which of the two a street belongs to, look at whether the houses are standing in shade at two in the afternoon.

    The back of a BeltLine house became its front

    A rail corridor turned into a public path, and the houses along it picked up a second public elevation where their back yards used to end.

    A rear wall that faced a cut full of weeds now faces people on foot all day long, and owners along it ask for things they never used to ask a window company for.

    The questions arrive as privacy and light at once. Obscure glazing on a bathroom that suddenly faces a path, an operable unit set high in a wall, a rear door with glass in it that no longer feels right at seven in the evening.

    It is also a display case. A rear elevation on the corridor is seen by more strangers in a week than the front of that house is in a year, which makes a well-fitted rear door the most visible work you will ever do in that neighborhood.

    Ask the owners what the path changed for them and publish the answers. Nobody in this trade is asking, the houses along the corridor trade hands often, and the same answer keeps being useful to the next owner.

    Take the four arguments above to another state and every one of them stops being true, which is why the ones that travel are kept separately at /industries/window-door-replacement/social-media.

    Questions we actually get

    A limb came through a window at midnight and we were asleep. What should we have published before that call?
    The answer to the question they were asking at midnight. Whether you board up, what hours you answer, how far out you drive, and roughly what it costs to make a house safe overnight. Put it in the profile and in a pinned post rather than in a clip somebody has to scroll for, because at that hour nobody is browsing your account, they are checking whether it is worth calling.
    Is pollen season worth posting through, or is everyone indoors ignoring us?
    It is the best few weeks of the year for this trade here. The yellow line on an interior sill is the only time a homeowner can see air infiltration without a meter, and it is sitting there in every leaky house in the metro at the same time. Film it before it gets wiped, say what a line along the bottom rail means against a line all the way around, and let people go and look at their own.
    We work inside and outside the Perimeter. Can one post serve both?
    Not usually, because the two halves have opposite complaints. Damp and condensation in a shaded intown house is not a problem in a cleared Forsyth County subdivision, where the issue is a west room that has been unusable since May. Write to one house at a time and let the reader recognize their own, which works better than a caption trying to cover a metro this wide.
    Our customer's back yard now faces the BeltLine. Does that change the job?
    It changes what they are buying. A rear elevation on the corridor is a public elevation, so the questions turn into privacy glazing, sill heights, what opens and what cannot be seen into. Publish the ones you have solved, because every owner along that path is having the same thought and almost nobody is offering them an answer.
    Sometimes the trees mean we cannot get a large unit to the back of the house. Is that worth showing?
    Show it, including the times it does not work. Carrying a big sash down a narrow side yard under old oaks in Brookhaven is the kind of thing homeowners with the same trees quietly worry about, and a company that talks about access before it talks about glass sounds like one that has been to houses like theirs.

    What is different here

    Product approval is the part of this market that genuinely changes between counties. Miami-Dade and Broward sit inside the High Velocity Hurricane Zone and generally work through Miami-Dade Notices of Acceptance, while Palm Beach County work is usually documented under statewide Florida Product Approval against a local design wind speed. The two are not interchangeable on a permit, so approval language is a compliance statement rather than a marketing one, and it is worth having a dealer check their own documentation before it goes on a page.

    Window & Door Replacement Social Media Strategy & Execution elsewhere

    Written by KC Thompson, Morgul Marketing.

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