How a New Jersey window company uses AI without losing the human touch
Douglas Conner is Owner at Universal Windows Direct of New Jersey. The company installs energy-efficient replacement windows and entry doors for homeowners, using 100% virgin vinyl, certified installers, and a True Lifetime Warranty. The conversation is worth reading for practical detail on where AI actually helps a local trades business and where human work still matters.
Use AI to handle repetitive tasks like email responses and ad copy, but keep proposals, consultations and follow-ups human. At the same time, prioritize review-building and local SEO so informed homeowners find you as conversational search grows.
What’s the quick origin story of your business, and what makes what you do genuinely different from the other options your customers are looking at?
Universal Windows Direct of New Jersey has been serving homeowners since 2002, built on a simple promise: deliver top-quality, energy-efficient windows and doors at honest, affordable prices. What sets us apart is our exclusive use of 100% virgin vinyl (no recycled filler), our True Lifetime Warranty, and our certified installers who ensure a precise, airtight fit—backed by over 300 five-star reviews from satisfied New Jersey neighbors.
Where does most of your new business come from today, and where do you wish it came from?
Today, most of our new business comes from word-of-mouth referrals and homeowners who discover us through our strong online reputation—over 300 five-star reviews and high local search visibility. Looking ahead, we’d love to see even more of our growth come from repeat customers and strategic partnerships with local builders, remodelers, and real estate professionals who trust us to deliver quality windows and doors for their clients.
What’s one thing you’ve actually handed over to AI in the last year, and one thing you tried it on and went back to doing the human way?
Over the last year, I’ve handed over drafting email responses and generating ad copy for seasonal promotions to AI—it’s saved me hours and helped me stay consistent with messaging across channels. That said, I tried using AI to write personalized proposals for larger window replacement projects, but it felt too generic; I went back to doing those the human way because homeowners want to feel understood, not pitched, and nothing beats a custom, conversational tone when you’re asking them to trust you with one of their biggest home investments.
Have you noticed a change in how customers find you or what they already know before they reach out? Is anyone arriving through AI assistants like ChatGPT yet?
Yes, I’ve noticed a shift—more customers are arriving already educated about window types, energy ratings, and even pricing ranges, thanks to online research and AI-driven search. While I can’t say for certain yet if they’re coming specifically through AI assistants like ChatGPT, the questions they ask are more specific and informed, suggesting they’ve done deeper homework before reaching out. I’m keeping an eye on this trend and optimizing our content to be AI-search friendly so we stay visible as more homeowners turn to conversational search tools for recommendations.
If you were advising someone in your industry on all of this for the next 12 months, what would you tell them to actually do, and what would you tell them to ignore?
If I were advising someone in the window and door replacement industry for the next 12 months, I’d tell them to double down on building a strong, review-rich online presence and optimizing for local SEO and AI-driven search—because that’s where informed homeowners are starting their journey. Invest in clear, helpful content that answers real customer questions (like energy savings, warranty details, and installation timelines), and make it easy for AI assistants to surface your business as a trusted local option. At the same time, ignore the noise around chasing every new marketing fad or over-automating customer interactions—homeowners still want to feel heard and valued, so keep proposals, follow-ups, and consultations personal and human.
Thank you to Douglas Conner and the team at Universal Windows Direct of New Jersey for sharing what actually worked with Leaders Perception readers.
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