Glass & glazing
Building product manufacturers
Architectural hardware"Their SEO in Woodbridge and the GTA put our NAFS numbers in front of dealers before they call. Two new dealer accounts in a season. First agency that didn't need ER ratings explained."
Marco BelliniWindow & door manufacturer, Woodbridge, ON
Marketing for window & door manufacturers · Canada
Marketing that turns your test data into orders from builders, dealers and specifiers.
Marketing for window and door manufacturers, built by people who know what NAFS, ER and DP ratings actually mean, and why yours are worth more than the quote beside them. You paid for the testing. You should get paid for the testing. The first step is free: an audit of your marketing and three competitors.
We speak NAFS · ER · U-factor · SHGC · DP rating · AW / CW / R class · basis of design
Our services for window & door manufacturers and the results they lead to
This is you if…
Three buyers. Three sales cycles. Marketed to none of them properly.
On commercial, the glazing contractor buys, the architect only specifies. On new residential, it's the builder's purchasing manager on an annual supply agreement. On replacement, it's your dealer. If any of these sentences land, you're in the right place.
You've lost a builder program to an imported product that was never tested to NAFS.
Your dealers own the homeowner relationship, and your brand stops at their counter.
Your best product's U-factor, ER and SHGC numbers live in a PDF nobody opens.
Replacement and renovation demand is growing, and your sales team still calls on builders.
A spec writer chose a competitor's system for a commercial job and you never knew it was out for spec.
Someone asked an AI which Canadian manufacturers meet the new energy requirements, and you weren't in the answer.
Recognise two or more? The free audit shows exactly where each of your three buyers loses sight of you.
Audit my visibility →The problem
Why does an untested import beat a code-compliant Canadian window on price?
Because at the moment of decision, the two products look identical. Fenestration Canada has raised this for years: members compete against imported fenestration sold below what tested, code-compliant Canadian product can be offered for, product that in many cases has never been tested to Canadian code at all. The requirements apply to everyone. Enforcement at the point of sale is another matter.
01Architect
specifies
specifies
02GC awards
the package
the package
03Glazing contractor
prices
prices
04Purchase order
issuedYou are not here
issuedYou are not here
05Product
on site
on site
The builder's purchasing manager, the dealer's counter staff, the homeowner comparing two quotes, none of them are reading test reports. They see two windows and two numbers. Your NAFS certification, your DP rating, your independently verified U-factor and Energy Rating are the entire difference, and none of it is legible in the ten seconds anyone actually spends deciding.
That is not a product problem. You already solved the product problem. It is a marketing problem, and it is the specific one we exist to fix.
Source: Fenestration Canada, Canadian Code Compliance Advisory for Imported Windows, Doors and Skylights.
What we make legible first
- NAFS, ER, DP and U-factor on every product page, in one line a dealer can read aloud
- A side-by-side comparison card for the counter and the builder's purchasing desk
- Builder supply and specifier credentials, with the test reports one click away
You paid for the testing. You should get paid for the testing.
Make the proof legible →Why generic marketing fails here
They optimise for "windows Toronto." You sell through dealers.
- They optimise for the homeowner's phrase. You get homeowners. You sell through dealers. Now you're either annoying your channel or throwing the leads away.
- They photograph the product beautifully and leave out the DP rating, the NAFS class, the ER and the U-factor, the only four things a specifier or a builder actually compares.
- They write "five tips for choosing new windows." Nobody in your channel has ever read it. It ranks for nothing that leads to an order.
None of that is incompetence. It's an agency splitting its attention across half a dozen industries, doing its best in a vocabulary it was never going to learn properly. We only work in construction, design and hardware. That's the whole difference.
What you've already tried
Built by someone who couldn't explain AW from CW.
- The dealer portal nobody logs into.
- The website with a Products page and no performance data on it.
- The Google Ads budget that delivered homeowners you had to hand to a dealer anyway.
- The builder show booth, and no system for following up the cards afterwards.
- The energy performance sheet that is still a PDF from 2019.
Different vocabulary, different result. Start with the audit.
Get the free audit →Three clocks
Three things are moving at once, and all three favour whoever acts first.
The code.
The 2026 NAFS edition is published. Code updates introduce an upper SHGC limit for prescriptive compliance, set by fenestration-to-wall ratio and climate zone, with more weight on airtightness, thermal bridging and energy modelling. Every code change re-opens every specification, and the manufacturer who explains it clearly becomes the one specifiers call.
The season.
Dealer and builder programs for next season are set between November and February. Miss that window and you wait a full year.
The market.
Single-family starts are down 11.6% this year. Renovation is already around 56% of residential investment and is forecast to overtake new housing outright by 2027-28. Most manufacturers are built to sell to builders. The replacement market is where the growth went.
Programs are set November to February. The audit takes two weeks.
Start before the season →Our services
Our services for window & door manufacturers.
Ten systems, each tuned to your three buyers, the specifier who names you, the builder who programs you, the dealer who sells you. Open a box to see what you get and what it wins you.
- Filterable product library by series, U-factor, ER, SHGC, DP rating & NAFS class
- Test data, CAD/BIM & submittal files two clicks from the top
- Dealer locator that routes replacement demand to your network
- Builder & architect portals with real content, not logins nobody uses
- Fast, technically clean, Google and AI read every series
- Rank for what specifiers, builders and dealers type, not "best windows near me"
- GEO, cited in ChatGPT, Gemini and Google AI answers for code & performance questions
- Product & performance schema so search reads your ratings
- Google Business Profile & dealer-location pages that pull through
- LinkedIn to envelope consultants, architects & builder purchasing managers
- Google Ads on the phrases your three buyers actually type
- Replacement-market campaigns that hand leads to your dealers, not around them
- Landing pages, call tracking, every dollar attributed by buyer type
- Made-in-Canada plant and testing stories, your proof, shown
- Dealer-shareable content kits per launch
- LinkedIn for the trade; Facebook & Instagram for the replacement buyer
- Content calendars run for you, not by you
- Code-change explainers written for specifiers, in their vocabulary
- Technical content & BIM files aimed at architects and envelope consultants
- Capability, lead-time and pricing material for the glazing contractors who issue the PO
- Case studies with performance data, photography & spec sheets that convert
- Builder & developer purchasing-manager outreach ahead of the Nov-Feb program season
- Dealer newsletters with launch, promo & enablement content
- Specifier updates every time the code moves
- 7,000+ industry-wide emails & direct contacts, day one
- Your CRM included free, no licences, no per-seat fees
- Pipelines per buyer: spec → award → PO · builder program · dealer lead
- Lead routing to the right dealer by territory, automatically
- Show-booth follow-up sequences that actually run
- Dashboards: spec requests, downloads, program wins, cost per lead
- Plant & testing-lab films, the proof, on camera
- Install & performance explainers for builders and dealers
- Drone project footage for commercial credentials
- Dealer-counter and social cut-downs from every shoot
Shot & cut in4K crewsDroneDJIPremiere ProAfter EffectsDaVinci ResolveFinal Cut ProCapCutRunwayElevenLabsYouTubeVimeo& more
- Spec-sheet & catalogue systems that surface the four numbers that matter
- Builder-show booths & dealer counter displays
- Made-in-Canada / tested-to-code brand marks
- Vehicle wraps, packaging & site signage
- Product-launch & code-compliance coverage in the fenestration trade press
- Award submissions & certification announcements
- Builder & contractor media for program season
- Association visibility, Fenestration Canada, CHBA, provincial HBAs
Placed inFenestration ReviewGlass CanadaCanadian ContractorHome Builder Canada+ Ontario & national media
Not sure which of the ten you need? The audit tells you, free.
Get the free audit →What changes
Numbers you can run a plant on.
We don't report impressions. Every month you see the figures that decide next season, and we tell you honestly which are leading indicators and which are the payout.
01Specification enquiries
Spec requests, CAD/BIM downloads and enquiries from named architects and envelope consultants, the leading indicator of being written in.
Reported monthly · source named02Builder program conversations
Purchasing-manager meetings booked and supply agreements in play for next season, tracked in your CRM.
Reported monthly03Dealer pull-through
Replacement leads routed to your dealers, dealers recruited, and orders they attribute to your brand.
Reported monthly · by territoryStraight answer on speed: spec enquiries, rankings and downloads move in months one to three. Specification and program cycles pay out over 6 to 18 months. We report both, and we never dress one up as the other.
Want these three numbers for your plant?
Get the free audit →The four things you're about to say
Every objection, answered straight.
It would, if we did that. Pull-through demand routed to your dealer network makes you a better partner, not a competitor, and it's the single most effective dealer-recruitment argument you can make.
They're both. Purchasing managers check performance data online before a meeting, and increasingly they ask an AI first. The relationship still closes the deal. The digital layer decides who gets in the room.
Because they optimised for the phrase a homeowner types. We optimise for what a specifier, a builder and a dealer type, which are three different things, and none of them is "best windows near me."
It does. And those relationships are held by people who are retiring. This is about the next twenty years' worth.
We measure the leading indicators that move inside the cycle rather than waiting for the order, specification enquiries, download and spec-request volume, inbound from named target accounts, and appearances in AI answers for your category. The order confirms it. The leading indicators tell you months earlier whether it's working.
It starts free: a full audit of your marketing and three competitors you name, then a plan and one clear quote in plain English. Working to a set budget? Tell us the number and we'll show you exactly what it buys, and what to do first. No lock-ins; month to month after the initial build.
A different objection? Bring it to a 30-minute call, no deck, no pitch.
See how we work →If you make any of this, this page is about you
Vinyl & PVC window systemsThermally-broken aluminium windowsWood & wood-clad windowsFibreglass & composite windowsCurtain wall & window wallStorefront & entrance systemsSteel, fibreglass & wood entry doorsSliding, folding & lift-slide patio doorsCommercial hollow metal doors & framesOverhead, sectional & high-speed doorsSkylights & roof glazingSunrooms & enclosuresWindow & door component suppliersFenestration test & certification servicesDealer & installer networks
Why manufacturers pick us
One industry. Your accounts. No lock-ins.
We market construction, design and hardware companies, nothing else, ever. You own every asset we build: the website, the product library, the CRM, the content. Engagements run month to month after the initial build, and the first three steps, including the audit of your marketing and three competitors, cost you nothing.
Reviews
What window and door manufacturers say
A sample of the feedback we hear from the sectors we serve across Canada.
"Builders in Winnipeg used to ask who we were. Now our spec sheets rank, the builder page does the explaining, and the follow up emails they automated do the chasing."
Karan ChanaVinyl window plant, Winnipeg, MB
"They run our window replacement campaigns in Ottawa for the dealers who carry us. Dealers noticed the leads, we noticed the orders. Everyone's happy, which is rare."
Danielle RoyDoor manufacturer, Ottawa, ON
"Website rebuilt in Cambridge around U-factor and SHGC instead of stock photos. Specifiers from three Toronto firms downloaded submittals the first month. Never happened before."
Kevin O'Leary-SmithFenestration manufacturer, Cambridge, ON
"Their dealer co-op ads in Edmonton lifted window replacement searches to page one. Our network asks to be featured now. Easiest brand conversation we've had."
Amrita SekhonWindow brand, Edmonton, AB
"We make a premium product and sounded like a price shop online. New positioning, proper SEO in Barrie and south Simcoe, and the quote requests finally have volume behind them."
Steve KowalchukPatio door line, Barrie, ON
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