In this episode of Marketing Panes, host Will Hanke sits down with Russ Elinson of Arjay's Window Fashions and Rory McNeil of Shading and Automation Solutions to unpack what's really happening in the window treatment world as we head into Q3 2025. It’s not all bad news despite economic headwinds, dealers are finding smart, strategic ways to stay profitable. From industry trends to overlooked tools and lead sources, this episode offers real-world insights for professionals navigating a shifting landscape.
Guest Profile: Russ Elinson
Arjay’s Window Fashions
Serves as Principal of Arjay’s Window Fashions, spearheading strategic growth at Window Products Management, Inc. A USC graduate, Russ brings proven leadership in the window coverings industry.
Rory McNeil
WindowShading.Pro
Seasoned leader in the window coverings industry and founder of WindowShading.Pro. With decades of experience, from launching Eclipse Blinds in the U.S. to co-founding TechStyles, He now heads Shading & Automation Solutions (SAS), continuing to drive innovation in shading and automation.
The Reality of “Survival Mode” in 2025
Many window treatment dealers are adjusting expectations this year, shifting from aggressive growth to business stability. As consumer spending softens and buyers delay home upgrades, staying flat is considered a success. Russ describes it as “flat is a win,” and this mindset is helping dealers focus on internal efficiencies, consistent lead flow, and retaining talent.
Why This Isn’t a Bad Thing
Survival mode pushes dealers to double down on what works. From hiring in-house installers to improving scheduling control, it’s about building a resilient, self-reliant business that can weather slow quarters and bounce back stronger.
Import Duties and Industry Shake-Ups
One major challenge in Q1 and Q2 of 2025 was the rapid increase in import tariffs—jumping from 10% to 50% without warning. This has created a cashflow crisis for many fabricators, especially those with goods already in transit.
Who’s Gaining an Edge?
Surprisingly, manufacturers based in Mexico or sourcing outside China are gaining traction. They can avoid steep U.S. duties while still offering competitive pricing, giving them an advantage in a tight market. Domestic fabricators are also seeing opportunities, especially if they can offer shorter lead times and stable pricing.
The Tech Tools Closing More Sales
Technology is playing a big role in helping dealers stand out and close faster. One standout mentioned in the episode is Sunseeker, a sun-tracking app used to visualize how sunlight moves through a room. It’s a powerful tool for convincing skeptical homeowners that window treatments aren’t just a luxury—they’re protection for their floors and furniture.
Automating Quotes and Simplifying Installs
Top dealers are using laser measuring tools and quoting software like Solatech to speed up the sales process, reduce errors, and close deals on the spot. Even simple app control for motorized shades is becoming the norm, with clients expecting remote or phone-based operation.
More Than Just Homeowners: Diversifying Your Lead Sources
With residential leads slowing down, forward-thinking dealers are expanding into commercial work, partnerships, and media opportunities.
Russ’s Lead Generation Advice
Commercial Projects: Small to medium jobs (25 to 300 windows) are often ignored by national companies and can be very profitable.
Trade Partners: Relationships with general contractors, designers, and real estate agents pay off long-term.
Traditional Media: TV segments and direct mail still work, especially in markets where digital competition is tight.
In-Person Networking: From hosting events in showrooms to attending trade expos, showing up matters.
Show Notes
Sunseeker App
A solar tracking app used during consultations to show sun path and help clients understand the value of solar protection and proper shading.