Are nationally recognized residential window brands the best, or are there better options?

Hi, my name is Jason Kersch, and I am the 4th generation owner of Major Homes, our family business celebrating 104 years of serving Queens and Long Island homeowners. We’re a couple of months away from the start of Spring and the home improvement season. One question that thousands of homeowners of all ages and demographics always ask us is this: 

“I am flooded with commercials and advertisements on TV, radio, in my inbox, and my mailbox by a few major window brands. When I go to Home Depot or Lowes, they advertise the same names. Are their windows better, or are national brands everywhere simply because they have big marketing budgets?” 

Perhaps the first thing that comes to your mind when reading an article written by a home improvement company is, “here we go; they are going to sell me something.” That is not our goal, and I’m proud to say that our family never engages in underhanded tactics or promotions disguised as informative articles.  

We share this information because my family has always believed that educated homeowners are our best customers. We always ensure that homeowners (who are not construction or home renovation experts) are aware of their options – especially when tempted to buy replacement windows from a major brand because it is well-known. 

Some homeowners may think it’s worth spending a small fortune on replacement windows because they’ve heard about “Brand X.” While on the one hand, this is not an unreasonable assumption, the brand is well known because the company can spend millions to ensure that homeowners think of their brand when it’s time to replace their windows. 

I’m not saying that replacement windows by national brands are inadequate or inferior products. Replacing the windows in your home is a major investment, and this is a valid question: 

Does a nationally recognized brand offer the best value for my money, or are they just counting on me to make a ‘safe’ buying decision because, “it must be good because I’ve heard and I’ve seen their commercials everywhere.”

Consider the following:

• Option 1: The average cost for a nationally recognized window brand can cost $1,500-$3,000 per window. The manufacturer offers a limited lifetime warranty, no-interest financing, and claims that the materials and construction of their window are better than vinyl (the most widely used material in windows).
• Option 2: A lesser-known brand of replacement windows typically costs $500-$800 per window and offers the same warranty and financing. This material is vinyl. 

If a homeowner were considering replacing ten windows, their total investment would be: 

• $15,000 for a national brand  (using the lowest price of the above range)
• $5,000 for the lesser-known brand (using the higher-end price of the above range)

When you choose a national brand, which on average will cost 50% more than something lesser-known, the manufacturer has a smaller advertising budget and relies mostly on word-of-mouth referrals. Are you getting 50% more value, assuming the warranties and financing are the same? 

Absolutely not.  

Here’s a quick lesson in marketing: 

What do you do if everyone sells vinyl replacement windows (the most common and proven material for many years), but you want to charge 50% more for your windows? One way is to introduce new material and claim that it is better than 95% of other well-established products using vinyl. If you’re a well-known national name, you back up your claims with multimillion-dollar advertising campaigns. 

What about replacement windows sold by Home Depot and Lowes? 

Their prices are even lower than everyone else since national brand manufacturers provide box retailers with a low-cost version of the same national brand to enable them to compete and offer a low-cost alternative. The national brand versions of windows sold by home improvement retailers are different and often have cheaper materials and construction to allow retailers to compete. 

You get what you pay for. 

What about 0% financing or other offers? 

Think about your car shopping experience! 

What is the first question a car salesperson asks? “Are you leasing or financing?” The question isn’t designed to provide the best value; it tells the rep how to price the car to the dealer’s advantage. If a customer only focuses on the monthly payment, car dealers make a small fortune by leasing the car at full MSRP. When customers opt not to finance, they negotiate a much lower price before committing. 

Financing replacement windows is no different: National brands will push zero interest and no financing for x years to take your eyes off the total investment: they want you to focus, just like when you lease a car, on the monthly payment instead of the total investment and getting the best value for your money. 

What national brands know more than most is the psychology of human behavior; a homeowner would rather not take a risk on an unknown brand name and settle for a false comfort that “if everyone is buying this brand, it must be good.” By avoiding the anxiety of choosing wrong, they are not making a rational decision and, in the process, overspend on replacement windows.

How should homeowners resolve this replacement windows buying decision: “expensive well-known brand vs. the alternatives?”

1. Window replacement sales reps use pressure tactics when they sit in your kitchen. Take your time, and make an informed decision by comparing window brands.
2. Understand the difference between window materials: Vinyl is still proven durable and the best value for your money.
3. Don’t fall for monthly financing deals (remember the car leasing example). Look at the price of each window. 
4. Read the contract carefully and understand what is and is not included in the final price. 
5. Only consider established and reputable window replacement contractors. Window manufacturers do not install windows. If you have a warranty claim, your replacement windows contractor will have to do the work; longevity (how long they’ve been in business) is the most important indicator of the company’s reputation and integrity.

Conclusion: 

• Don’t rush or get tempted by too-good-to-be-true replacement window offers. 
• Make an informed decision when it’s time to replace the windows in your home. 
• The windows in your home will constantly remind you whether you made a smart buying decision. 
• If you feel pressured by discounts or financing deals that expire soon, walk away; it’s too expensive to make a bad decision for something you should be enjoying in the next twenty years. 

 

Call Jason Kersch (718-229-5741) if you want honest and unbiased advice from a company that has been replacing windows for 104 years. You will hear back from us typically within minutes – it’s part of our commitment, respect, and appreciation of your time and, most importantly, the big decision you are about to make.