We see ads like this running all over the country. Sometimes it’s a buy 2 get 1, sometimes it’s buy 3 get 1 or even buy 5 get 1. Maybe some discount levels seem more plausible to folks which is why they would vary the amount. While that would be an interesting psychology experiment, it’s a silly way to shop for replacement windows.
If you remember anything from this site, remember that nothing in the window business changes every day or every week or every month. If the company charges prices that are high enough to allow them to run a buy 2 get 1 free sale then they were charging people way too much before that sale started. Do you want to work with a company that charges folks way more than they need to? I hope not.
Ads like this are designed to instill a sense of urgency. To reinforce the idea that you’d better buy now or you’ll miss the boat on this great deal. We know you’ll see ads like this for shoes or pizzas, but replacement windows are a different animal. Notice the great pizza ad at the top of the page, makes me hungry.
Consider that you’ll buy windows for your home once. They’ll likely last 30 years or more and the typical contract price will be $7,000 or so. That makes windows different than a pizza. The proprietor of the local pizza shop may offer a real sale that will eat into his profits on the order because he knows you’ll be impressed with his work and you’ll come back for more.
If the window company does a great job your windows will be done and you won’t be coming back for any more. Sure you may tell your friends or you may order something else in the future, but if you do you’ll just tell them about the great sale and they’ll never buy at full price.
Here’s how this really works. Many window companies will operate on hugely inflated starting prices. They call these list prices. For a typical vinyl window they’ll tell you the list price is around $1,200 – $1,500. Then when they come to give you your quote they’ll say, “sure if you buy 2 at list price you get one free.”
We’ll do the math for you. That’s 2 windows at $1,200 each so $2,400 and they’ll give you another free. They’ll be installing 3 windows for $2,400 or $800 per window. That’s a horrible deal.
All of the sudden your fantastic savings has turned into a pretty bad deal, but they’re not done. You’ll soon hear about their appointment saver discounts or time management discounts which are designed to push you into signing up on the spot. Now if you don’t buy today you’ll lose the appointment saver discount and the buy 2 get 1 free sale ends tomorrow. You wouldn’t want to let those savings get away would you?
C’mon, this is one of the silliest tricks in the book, but companies use it every day. We know, you’re probably saying. “oh I would never fall for that”. We know, everyone says that, but these companies do millions of dollars in business every year. Someone is falling for it every single day. Don’t let it be you!
If you have a copy of an ad showing a discount like this we’d appreciate it if you can send it over. We’ll be posting them as example for folks.