HPA_web

Delia talks first about the selling: “This industry (Home Improvement) has metamor- phosed over the past 10 years; some strate- gies that worked before became ineffective and cost prohibitive, such as telemarketing. So, if you were going to stay in this business and be successful, you definitely needed to be a change agent. One of the components of how our company has changed the most is in the area of marketing.” “Years ago, we would spend a significant amount of money on conventional advertis- ing such as TV commercials and infomercials, newspapers, direct mail, publications, and telemarketing that generated many sales leads,” he continues. “In the early 2000s, when the ‘Do-Not-Call’ telemarketing laws went into effect, a big chunk of lead produc- tion was cut. There had to be another way to make up that loss and sustain a business model like this. So, we started to experiment with door-to-door canvassing, dispatching vans filled with energetic and attractive young people to knock on doors near existing customers to inform other homeowners about upgrading their windows and doors. And that face-to-face marketing approach started to pay off. We added some sophisticated soft- ware developed for political campaigns, and it really added fuel to the fire. In five years, the company was averaging at least 250 jobs per month in just the West Florida territory with revenues near $20 million. This is an ex- traordinary milestone for a business like this. HOME PERFORMANCE ALLIANCE SUPERIOR IN EVERY WAY. Founded in 1934, Soft-Lite operates an award-winning 200,000 square-foot manu- facturing facility for high-quality vinyl replacement windows. Our focus is on premium vinyl windows and doors that offer unique features that will satisfy the needs of today’s quality-conscious consumers. This means offering more than just a traditional win- dow—it means producing a product that will surpass the alternatives offered by our competitors. Our DuraShield Impact Windows, manufactured exclusively for Home Performance Alliance, offer the best, most dependable storm protection available for homes. These windows will effectively protect your home against debris from strong windows, storms, and other forms of violent weather year round. DuraShield Windows also pro- vide a plethora of additional benefits – including security, energy efficiency and UV protection. With Durashield Windows, you don’t have to sacrifice beauty to achieve top-notch impact protection; you can truly transform your ordinary home into an ex- traordinary home. DuraShield Windows are superior in many ways – they carry excellent thermal ratings and also achieve air infiltration values of just .01. With the superiority of DuraShield Impact Windows it only made sense for Soft-Life to be a strategic partner with Home Performance Alliance – a company that sells and installs only the strongest, premi- um-quality impact windows on the market. HPA has more than 10 years of experience servicing the Tampa Bay area—with tens of thousands of satisfied customers to attest to the company’s excellence in home improvement. HPA believes that its ability to deliver consistently exceptional customer service is im- portant to its long-term success, and the company relies on GuildQuality to help moni- tor what its customers think of the products and services. www.soft-lite.com