How much should windows really cost?

By Mimi Vanderhaven

When it comes to home improvement projects, replacement windows can be one of the most confusing. Different companies offer different products, different pricing and make different promises. We asked Mike Farist, founder of Roofsmith Restoration, to help cut through the hype and give the straight scoop about how much replacement windows should cost.

Founded in 2009, Roofsmith installs roofs, siding, gutters and windows.

Mimi: We often see television commercials that offer replacement windows at big discounts, like half-off or buy-one-get-one. Are these offers legit? And if so, how can they do it?

Mike: Let me answer this way: If you see a package of ground beef at the grocery store marked “buy-one-get-one,” it’s probably legit. We know this because we know what ground beef costs. And it makes sense. Maybe the store overbought and they need to sell the beef before it goes bad.

But with windows, it doesn’t make sense. No one has windows sitting around about to go bad. And windows are a lot more expensive than ground beef. So as you might expect, these are just gimmicks. No one is going to give you a free window. The company making the promise is increasing the price of the first window to cover the cost of the second one.

Mimi: So why do they do it?

Mike: Unfortunately, the tactic works. “Buy-one-get-one” is a powerful marketing message, and people think it might be legit. I mean, who wouldn’t want a free window, right? It’s a gimmick to get the phone to ring, and that’s the name of the game.

Mimi: What do you mean by “the name of the game?”

Mike: Many of the big players in the industry aren’t really window companies. They are sales and marketing companies that don’t even install their own windows. They have well-trained, high-pressure salespeople who won’t leave your kitchen until they get a signed contract. Sometimes they are there for hours because the payoff is so huge. The markup on the price of their windows is a whopping four times, but they need that high profit to buy the TV advertising, to make the exaggerated claim, to get the lead, to make the sale. It’s like a needle in the arm. They can’t stop or the whole thing collapses.

Mimi: Okay, Mike. That was a lot. Let’s unpack it. What do you mean they don’t install their own windows?

Mike: Look, there really are reputable window companies out there, but many are just sales and marketing companies. That’s what they do. They aren’t carpenters. Once they get the contract, they turn the installation over to a third-party subcontractor who does the actual installation.

Mimi: Is that how you do it at Roofsmith?

Mike: No way. I wouldn’t trust our customers’ satisfaction to a third party. They might not have our values, our standards or our skills. Our installers are our own employees, and they are trained and experienced craftsmen. They could step onto the set of “This Old House” and do anything those guys can do.

Mimi: And what did you mean about a markup of four times?

Mike: Okay, let’s say they buy a window for $500. They then try to sell it to you for $2,000 or more. I’ve seen quotes as high as $3,600 a window. That’s crazy, but it happens all day every day.

Mimi: So what should a window really cost?

Mike: A good window should cost about $900 installed. The actual cost will vary between about $850 and $1,000, but that’s a reasonable average. There are cheaper windows if you’re flipping a house and much more expensive windows if you live in a multi-million-dollar home, but for most Northeast Ohio homeowners, $900 is a fair price for a good-quality, double-hung window.

Mimi: But people pay more than that?

Mike: All the time. We recently had a customer who lived in a larger home who got a window quote from another company for $68,000. They didn’t just get the quote, they signed the contract. Then they started second-guessing themselves and called us for a second opinion. We quoted them a much better window for $27,000. Fortunately, they were still within that three-day window when you can cancel a contract. They did that and went with us. They got a better window for less than the half the cost.

Mimi: Wow. Is that scenario unusual?

Mike: Not at all. We’re typically half the cost of other quotes for a better window. But most jobs aren’t $27,000. The average is around $16,000. We also offer zero-percent interest for 12 months or low interest for 10 years.

Mimi: What do you mean by a “better-quality window?”

Mike: Several of the big guys all buy their windows from the same reputable company, Vytex. We do, too. The firm has been manufacturing windows for 70 years, but they offer three grades of windows. Let’s call them good, better and best. Most companies lead with the “better” window, then back down to the “good” window if they have to. We don’t do that. We offer the “best” window—their Potomac line—and we sell it for less than what others sell the “good” window for.

Mimi: What makes it “best?”

Mike: Best construction, best insulation, best energy efficiency, best noise reduction, lowest airflow. And they don’t just come in white and ivory. Our windows come in 16 different colors and never need painting, including wood grain on the inside. They have a lifetime warranty and can even come in unbreakable glass if you’re concerned about security.

Mimi: Last question, Mike. You mentioned a three-hour, high-pressure sales call. How does Roofsmith do it?

Mike: We’re not high-pressure or low-pressure. We’re no-pressure. We can take the measurements, present our windows, and give you a quote in about an hour. We don’t pressure you because we want you to get other quotes. If you do, you’ll choose us. We offer a better window for less money. That’s what we promise and that’s what we do.

Here are some of the windows’ innovative features:

1. Bottom Sash Interlock: Ensures a tighter seal, reducing drafts and providing structural integrity
2. Q-Lon Compression Gasket: The memory foam, compression bulb-seal gasket is the most energy-efficient weatherstripping on the market
3. 5-Degree Slope Sill: The optimum angle for runoff and to prevent air infiltration
4. R5 Foam: An R5 foam-filled frame and sash increase thermal efficiency, dampen sound and reduce air infiltration
5. Magnet Seal: A magnet insert compresses the sash to the frame, creating a tighter seal.
6. Double-Walled Sill Dam: Extends inside the jamb, eliminating the need to caulk an open seam

Urgent Storm Update
If your home was in the path of the August 6 storms in Northeast Ohio, you may have damage to your roof or siding. Storm damage is often not visible from the ground, so don’t wait for a leak. Get a free inspection from Roofsmith Restoration. The company’s inspectors undergo insurance adjustor training and won’t give up on your claim until you win. Call 330-882-7257 to schedule.

Roofsmith Restoration serves all of Northeast Ohio. For a free estimate or roof inspection, visit Roof-Smith.com and complete an easy online estimate form or call 330-882-7257.