I think we are somehow fortunate that the presidential election cycle has been somewhat condensed this time around, with Kamala Harris entering the race “late.” I think that has helped our industry as the unavoidable political advertising really did not pick up steam until this past week—at least in my state of North Carolina, which is one of those “swing” states.
It does seem that every four years when the presidential election rolls around, we find homeowners hesitating on making big financial decisions, especially home improvement projects like replacement windows.
I have tried to explain this to many folks. Why would folks hesitate? If you need replacement windows, what difference does it make who is president? The reasoning really surrounds uncertainty around the economy. Folks get concerned that depending on which administration is in office, taxes, economic programs and interest rates can change. This gives people angst and pause.
I think the challenge industry folks (whether in manufacturing or retail) have with this hesitancy is this: If you need new windows, it does not matter who is in office; you need them. If your windows are rotting, if your energy bills are going up because the windows are just old and inefficient, if replacing the windows will help sell your house—why wait? But it has been my experience of 30+ years, that people do wait to make home improvement decisions until the election is over. People want certainty before making larger financial decisions.
My advice to homeowners is: Do not let the election derail your plans or delay your plans in getting (in this case) replacement windows. The benefits of replacing windows far outweigh waiting until the election results are determined. This does not mean you have to pressure homeowners to make that decision, but it is something you need to explain to them. I say the same thing to both retail sales folks and representatives of window manufacturers. Don’t let yourselves use the excuse of things “always being down” during a presidential election year. You need to put this out of your mind and treat this year like any other. And remember, there is always going to be something out there that can derail your sales mojo!
Great selling!
Ty