California Deluxe Maintains 20-30% Conversion Rates With Modernize

There are so many things that can go wrong (and well) and the engagement of our account manager is hands down the best. They’re listening; they’re reading.

Noam Hasman, Marketing Executive, California Deluxe

Background on California Deluxe

Industry: Home Improvement – Windows, Doors
Company size: 100+ employees
Location: California
Use Case: Lead Generation, Marketing Resilience

Established over 25 years ago in San Fernando Valley, California Deluxe Windows® is a family-owned leader in manufacturing and installing high-performance windows and doors. Serving Southern California, they’ve built a reputation for excellence, evidenced by their high BBB rating and a strong focus on customer satisfaction.

Unique in their dual specialization, California Deluxe Windows® not only manufactures but also installs their products. This comprehensive approach ensures that every aspect of their service, from creation to installation, meets their standards of quality and efficiency. With a team of over 100 dedicated employees, they have consistently demonstrated resilience and adaptability, especially in challenging times, reinforcing their position as an industry leader in home improvement, specializing in windows and doors.

of total leads come from Modernize

consistent marketing cost

increase in annual revenue from Modernize leads in 2023

Adapting to industry challenges

When California Deluxe Windows® formed its partnership with Modernize in 2010, the objective was to diversify their lead generation approach. They aimed to augment traditional marketing strategies—such as trade shows, radio, TV, and billboards—with unbranded channels.

However, the industry has been impacted by challenges. From thriving with an annual revenue of $30 million and a workforce of 150, the company was forced to downsize to a team of 30. These challenges continue to be a significant factor for California Deluxe Windows®, highlighting the importance of Modernize in their journey towards stability and growth.

Texts Create Engagement

Danielle adapted quickly to the initial trial thanks to the ease of changing copy within Connect. With slight adjustments to the verbiage, CalBear quickly saw positive results. The key was using messages that evoked a response from the homeowner. Engagement rates more than doubled, from 15% to 32%, as a result of adjusting the workflow to begin interactions with questions that elicit an answer.

“We learned the power of conversations, with text openings like ’how can we help with your project?’ Conversational texts work much better than those that seem robotic, are too aggressive, or come across like a hard sell. And the engagement isn’t always a ’yes.’ Some prospects respond to let us know they’re not interested. That helps us promptly take them off our list and stop wasting their time and ours.”

Speed-To-Lead

The texting capability created an even further improvement on what was already strong speed to lead.

“I typically spend a moment checking a lead for reasonableness, then send leads to our call center team within a minute…never more than five minutes. Now, when we receive Modernize leads, the prospect is issued a text from us instantaneously.

Automation and Persistence

CalBear has found that automated texting has helped them get a lot more responses, more quickly. Plus, the platform has helped them be more persistent with their leads, often times pursuing leads for several days. In the first few months, they had more than 100 appointments set through Connect, many of which would not have converted otherwise.

Modernize Makes a Difference

The Connect product and the people behind it have been a game-changer and have spurred CalBear to boost their lead-gen budget.

“In addition to the technology, the support from Modernize is first class. Other providers can take days responding to my inquiries. With Modernize I have the cell phone of my account manager, and they are always quickly on the spot to help make things work better.”

In addition to the technology, the support from Modernize is first class. Other providers can take days responding to my inquiries. With Modernize I have the cell phone of my account manager, and they are always quickly on the spot to help make things work better.

Danielle Bourgeois
Call Center Manager
CalBear Construction
calbearconstruction.com