Founder Nonfiction recently spent some time with Michal Bohm, owner of San Diego-based replacement window and door company BM Windows. Bohm is in a competitive industry. His direct competitors in San Diego include other independent replacement window companies like his, as well as local franchises of larger window companies and large “big box” home improvement stores that offer replacement windows and doors. We wanted to learn how Bohm has managed to grow his company and maintain such a great reputation for customer service over his many years in business.
First, let’s get a little history. Tell us about starting BM Windows.
I got my start in Europe, where I was born and raised, working in all aspects of the replacement window industry. I did everything from window installation to window manufacturing to project management to sales. When I moved to the United States, I continued working in the glazing industry. I started BM Windows because I wanted to have a business where I could use my expertise and knowledge.
I also wanted to create a company that was focused first and foremost on customer service. So many replacement window companies are all about doing whatever it takes to make a sale—even a sale that isn’t in the best interest of the customer. I wanted to do things differently. At BM Windows, we focus on listening to our customers and educating them on replacement windows and doors, so they can make informed decisions. We never use high-pressure sales tactics and we don’t play games with our pricing. Everything is honest and straightforward.
BM Windows is now one of the top replacement window dealers in San Diego. What was it that got you there?
Honestly, I think it’s our customer service. When you treat people right, they tell others. We get a ton of business from referrals, and we have a great reputation on online review sites like Yelp.
Everyone in our company is trained in customer service. This includes our office staff, our sales team, as well as our installation teams. We work hard to make sure every customer is completely satisfied and that they have a great experience with our company from beginning to end.
What else do you think has contributed to your company’s success?
Several years ago now, we made the switch to doing only digital marketing for our company. Previously, we spent a ton of time and money going to trade shows, running print ads, and using other tactics that didn’t have a great return on investment. We decided to stop doing all of that and instead focus on marketing our company online.
We invested heavily in our website, making it a resource for anyone looking for information on replacement windows and doors. We upped our social media presence and ran strategically targeted online ads. Overall, we are doing a much better job of marketing to the people in San Diego who are looking for the specific products and services we offer. Now, if you do a Google search for something like “replacement windows San Diego” our company is one of the first results you see.
Your San Diego replacement window company doesn’t offer some of the most popular brands of windows and doors. Why not?
We get asked all the time about certain well-known brands of replacement windows and doors. People will call our office and ask for them by name. I think they assume that because they’ve heard of a brand, it must be good. However, this is not always the case. Some of the largest replacement window manufacturers in the country make products that we would never recommend to our customers. They just don’t hold up well.
At BM Windows, we’ve carefully selected the manufacturers we work with based on the quality and energy efficiency of their products, and on the company’s reputation for standing behind their products. The brands of windows and doors we sell and install are not the most well-known in the industry, but we believe they are some of the best products available for the San Diego market. For example, one of our favorite manufacturers is Anlin Windows. They are a regional company whose products are only available from authorized dealers like us, so many people haven’t heard of them. But their windows and doors are fantastic and don’t come with as high of a price tag as other windows of their caliber.
What does the future hold for BM Windows?
There are some exciting things on the horizon for our company. We’re planning to move to a new showroom later this year, where we may be adding some interactive displays for customers to learn more about our products and better visualize what they can look like in their homes. We’ve also been talking with Anlin about creating an exclusive line of replacement windows for our San Diego customers, which is very exciting! We may look to roll that out in the future. In the meantime, we will continue to offer great replacement windows and doors at affordable prices and provide excellent customer service to all our San Diego customers.