Morgul Marketing

    Denver, CO

    Social media for window and door dealers along the Front Range

    A window and door buyer in this metro is rarely in a hurry. She notices a cold room in January, watches a neighbor get new units in April, and calls somebody in the fall. Almost none of that path is a search until the very end of it, which is why social carries the part of the job advertising cannot. What makes it worth doing here is that most of what has been written about windows does not apply cleanly at this elevation. Dry air, an evaporative cooler on the roof, ground that moves through the year and sun that is harder on a finish than the thermometer suggests all change what is true on camera. The work is a filming habit built on those facts rather than on somebody else's climate.

    The evaporative cooler decides which window still has to open

    A swamp cooler pushes air into a house and needs somewhere for it to leave, so one opening in the plan is not yours to seal.

    Evaporative coolers are ordinary equipment on a Front Range roof and they work nothing like refrigerated air. The unit pushes a large volume of outside air through the house, and that air has to get out somewhere, usually through a window or a door left cracked at the far end of the run.

    A homeowner who has just paid for tight new units does the opposite. She closes everything, the house goes stuffy by mid afternoon, and the new windows take the blame for a problem the cooler created.

    So the clip worth having is the walkthrough where somebody asks which rooms the cooler pushes toward and which opening stays operable through the summer. Show the window being opened and say why it is part of the plan rather than a leak in it.

    Stay on your side of the line. What the cooler needs belongs to whoever services it, and what a window company can speak to is which units still open, how far they open, and what a screen does to air moving through them.

    None of that question exists in a humid market, which is why no manufacturer video answers it and why a straight answer from Denver County or Jefferson County travels further than it should.

    A February install is the post almost nobody in this trade shoots

    Openings get cut here in the middle of winter, and the footage settles an objection before a buyer raises it.

    Most people assume windows are summer work. Along the Front Range they are not. Crews cut openings in January and February, on days when the sun makes a south wall pleasant and the shade does not.

    A buyer sitting on a quote all winter is usually waiting for spring for no reason anybody has examined. A short clip of a full frame going in with snow on the ground answers that faster than a paragraph about lead times.

    The constraint is the house, not the camera. A wall open to a Denver morning is costing that family heat every minute it stays open, so the filming works around the crew instead of holding them up, and the interior shots wait until the room has come back to temperature.

    Dry air changes what the lens sees. Dust from a tear out hangs longer in low humidity than it does in a wet climate, so anything shot right after the cut reads hazy. Give it a few minutes or shoot from across the room.

    Say out loud why you are working in the cold. The honest version, that the shop has room this month and the crew is not stacked behind a spring queue, is more persuasive than any claim about the season.

    The door that binds in May swings free in August, and one clip cannot show it

    Expansive soil moves a house through the year, so a door only tells the truth when you film it twice.

    Ground here swells and shrinks with moisture. It is a standing engineering consideration along the Front Range rather than an occasional surprise, and the parts of a house that show it first are the doors and the sashes.

    The same door drags in a wet spring and clears its jamb in a dry August. A homeowner who films it once, or a company that does, is arguing about a single frame of a much longer story.

    So build the habit of a second visit. Same door, same phone position, same distance, months apart. Two clips side by side explain seasonal movement better than any diagram, and it is footage no manufacturer can produce.

    Keep it descriptive rather than diagnostic. Show the gap at the strike, the light under the sill, the way a latch catches on one corner and not the other, and let the viewer learn what to watch for through a year.

    Bentonite is not spread evenly across the metro either, so this looks different on a foothills lot in Jefferson County than it does on a newer Douglas County subdivision. Film the houses you actually work rather than a general claim about Colorado.

    Coated glass at altitude photographs like something is wrong with it

    Hard sun on a west elevation turns a good unit into a tinted, glaring rectangle on a phone, and the comments will ask about it.

    Light at this elevation is harder on a camera than most people expect. Midday sun on a south or west face blows out a phone sensor, and low emissivity coatings photograph with a cast that reads green, bronze or purple depending on the hour.

    Homeowners notice. A comment asking why the new glass looks colored is not a complaint, it is somebody about to spend who is looking for a reason not to. Answer it with a clip rather than a reply: hold the phone at the edge of the pane, show the coating catching light, then step inside and show the same glass from the room.

    The practical fix is the hour. Shoot exteriors early or late, when the light runs across a wall rather than straight at it, and leave the middle of the day for interior work. On the foothills lots the sun stays on a west elevation late, so the good window is later there than it is in town.

    Reflections need the same treatment. Sealed units built for a mile high sit under different pressure than glass at sea level, and a reflection across a large pane can curve in a way that looks like a defect on video. Name it when it appears, because the alternative is a stranger in the comments explaining it badly.

    The choices that have nothing to do with altitude, like which platforms earn the effort and what to do with a post that works, we wrote up once at /industries/window-door-replacement/social-media.

    Questions we actually get

    Do we need a drone or a real camera?
    No. Almost everything worth filming in this trade happens at arm's length: a rotted sill, a failed seal, a jamb that has racked, a unit going into a wall. A phone shoots all of it. Spend the money on a clip-on microphone instead, because wind off the foothills ruins audio long before it ruins video, and dry air keeps enough dust in the frame that you will be reshooting anyway.
    A customer says her brand new windows are sweating in January. Is that a post?
    It is one of the best posts available to a dealer in a dry metro. Houses here run humidifiers because winter air is bone dry, and when a cold snap arrives the water finds the coldest glass in the house, which is now the window somebody just paid for. Film the room, film the humidistat, and explain the relationship without promising a setting that works for every house. It turns a service call into a piece of content that answers the same question for everybody else.
    Homeowners ask whether new windows mean they can finally retire the swamp cooler. What do we say?
    Say what a window does and does not do. Better glass changes what the sun puts into a room and how much air leaks through the frame, and it does not replace a cooling system. If the household is thinking about switching from evaporative to refrigerated air, that is a different trade and a different conversation, and pointing that out on camera is the kind of restraint that gets repeated to neighbors.
    Should we post our lead times?
    Yes, and this metro gives you a reason to. Glass built for this elevation is ordered rather than pulled off a shelf, so the wait is real and it is the question every buyer asks third. A dealer who publishes the current wait plainly loses the callers who wanted units next week and keeps the ones who were always going to plan around it, which is a trade worth making.
    Customers ask if new windows will fix a west room that is unbearable in the afternoon. How do we answer without overpromising?
    Describe the mechanism and leave the arithmetic for the estimate. Sun at altitude puts a lot of energy through glass, a coating changes how much of it comes through, and shade, direction and what is behind the glass all move the answer. Film the room at the hour it is bad and let the viewer recognize their own house in it. Numbers typed into a caption are numbers you will be held to on a job you have not seen.

    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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