Window & Door Brand Preferences Among Construction Dealers

Executive Research Approach

Multi-Method Research

• Quantitative Survey
  Reached highly qualified dealers, wholesalers, and lumber yards engaged in the construction & building products industry with a focus on residential aluminum windows/doors.
   
• Qualitative Validation
  Findings were supported by prior executive interviews with dealer owners and purchasing leads to understand decision hierarchies, perception gaps, and brand switching triggers.
   

Vertically Integrated Execution
We managed the full research lifecycle:

• Screener ensured only full-time professionals with direct involvement in aluminum window/door purchases qualified.
• Hard quotas applied to ensure sufficient engagement with high-volume buyers (≥10 purchases of aluminum windows/doors in past 3 years).
   

Survey Methodology

Executive Profiling & Segmentation

• Industry: Construction and building product dealers only.
• Role in Purchase Decision: Included only those who are decision-makers or co-decision-makers for aluminum windows/doors.
• Experience Filters: At least 10+ purchases of aluminum windows/doors in the past 3 years and active engagement with high-value custom or production builders.
• Firmographics Captured:
  • Region (via ZIP code)
  • Company size (employees)
  • Annual revenue

Key Findings & Analytics

1. Strategic Decision Criteria

MaxDiff Allocation - Brand Selection Drivers:
Dealers allocated 100 points across key purchase drivers:

These three pillars outweighed marketing, aesthetics, and architect demand - signaling a strong operational lens in dealer evaluations.
 

Quality Perception Model:
Dealers define quality through:

• Warranty reputation
• Specifications and certifications
• Country of origin

Brand alone contributed just 12% of the perceived quality score - highlighting an opportunity for lesser-known brands to compete through technical proof points.
 

2. Brand Funnel & Competitive Positioning

Survey measured 5 levels of brand familiarity and engagement (from unaware → favorite brand). Key brand insights:

Insight: Brands like NanaWall and Sky-Frame had high consideration-to-purchase drop-off, indicating potential friction in pricing, delivery, or service experience.

3. Brand Performance Mapping

Respondents evaluated selected brands on 11 purchase drivers. Results were normalized into a performance matrix.

Western led in delivery, margin, and reputation, confirming its position as a preferred, full-service partner. Fleetwood excelled in brand recognition but lagged in dealer service.


4. Net Promoter Score (NPS)

Dealers rated their satisfaction and likelihood to recommend each brand.

Insight: Western’s combination of high satisfaction and strong recommendation likelihood underscores its loyal dealer base. NanaWall’s drop-off highlights a perception gap between product quality and broader dealer experience.
 

5. Emerging Style Trends

Dealers were asked how architectural styles are trending in their markets.

Strategic Opportunity:
Modern and contemporary homes are driving demand — brands with sleek profiles, large glass panels, and minimalist hardware are best positioned to grow.
 

Advanced Analytics Toolkit

Strategic Recommendations

1. Double Down on Dealer Experience

• Invest in quoting tools, live rep support, and on-time delivery systems.
• Position service ease as a core differentiator vs. luxury-only competitors.
   

2. Win at the Point of Design

• Modern and contemporary aesthetics are surging — emphasize design flexibility in marketing materials.
• Provide co-branded assets for architects and dealers targeting high-value homes.
   

3. Segmented Outreach Strategy

• Use executive personas to customize outreach:
  • Margin-maximizers: emphasize profitability tools
  • Design-first dealers: highlight aesthetics and customization
  • Speed-driven dealers: stress lead times and order tracking tech

Business Impact

The client applied this insight to:

• Refine dealer onboarding and training, improving satisfaction scores by 12% in pilot regions.
• Launch a tiered partner program based on purchase volume, product mix, and service commitment.
• Strengthen positioning against high-end European brands through superior availability, lead time, and ease of doing business.