EP 511: How The Window Experts Help Texas Homes Stay Cooler

What makes Jeff Ludy and Nadi Kassim with The Window Experts a good neighbor?

We talk with Jeff Ludy and Nadi Kassim of The Window Experts about how to make the window replacement process less confusing and more transparent for homeowners. Serving Houston and the Dallas Fort Worth area, their team focuses on helping homeowners make informed decisions about energy efficiency, comfort, and long term value without the high pressure sales tactics often associated with the industry.

Jeff shares the story behind building The Window Experts on a foundation of honesty, dignity, and respect. He explains one of the biggest misconceptions homeowners face: not all windows perform the same. While double pane windows may seem similar at first glance, differences in materials, construction, and installation can have a significant impact on energy efficiency, noise reduction, indoor comfort, and even the amount of dust and allergens that enter the home.

We also discuss how educational content became one of the company’s biggest growth drivers. What started as simple YouTube videos answering common homeowner questions evolved into one of the most watched window and door channels in the world. Nadi provides insight into the operational side of the business, including measuring, ordering, quality control, and installation processes designed to ensure every project is completed correctly from start to finish.

If you are researching replacement windows, energy efficient home upgrades, or simply want to better understand how to compare window options, this conversation provides practical guidance and valuable insight from industry professionals.

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Guest Info: The Window Experts | https://thewindowexperts.com | (832) 789-4288

Transcript

Welcome To Good Neighbor Podcast

SPEAKER_02 0:00

This is the Good Neighbor Podcast, the place where local businesses and neighbors come together. Here's your host, Sophia Yvette.

SPEAKER_03 0:10

Welcome

Meet The Window Experts Team

SPEAKER_03 0:11

to the Good Neighbor Podcast. Are you in need of a window expert? Well, one maybe closer than you think. Today I have the pleasure of introducing your good neighbors, Natty Fassum and Jeff Luty with the Window Experts. Gentlemen, great to have you on today. Now we are so excited to learn more about you both and your business. So, Jeff, go ahead and kick us off here and tell us a little bit more about your company.

SPEAKER_01 0:38

Well, I founded the Window Experts based in Houston, now also in Dallas, Fort Worth, Texas, in 2011, because I had worked for a window company and I saw so many things they did well, but so many things I thought I could do better. And I built it on things that are very old-fashioned because I'm an old guy. I'm 62 years old now. I built it on the principles of treating people the way I would want to be treated if I was buying windows from my home, treating people with honesty, dignity, and respect. And we are now, actually, I didn't ever want to be the largest window company in Houston. Um, I just want to be the best window company in Houston. And now we're one of the largest window companies because we've really got a growing base of wonderful, savvy homeowners that we owe a lot of gratitude towards. So I'm glad to be here. Thank you, Sophia.

SPEAKER_03 1:22

Wonderful. Thank you for sharing that with us, Jeff. Now let's

From Sales Job To New Company

SPEAKER_03 1:25

jump into your backstory a little bit more. How did you come up with the idea for this company?

SPEAKER_01 1:30

Well, you know what? I needed a job and I've been in sales all of my life. I used to be a minister actually at a church, and I believe that even ministry is sales, right? Like we're trying to persuade people to believe that God is there, he loves them, he wants a better life for them. And sometimes they agree, sometimes they don't, and you use your persuasive skills. But I needed a job and I found this ad that said rock star salesman wanted. And I thought, wow, that's kind of a big statement, big shoes, but I want to go check it out. And I went and checked it out, and it was this company here in the Houston area that does uh exterior remodeling for homes. And I found that I really, really loved my work. What I loved most was helping homeowners improve their homes because for most homeowners, it's you know their biggest asset. And it's certainly the place where you place your heart and your head every night. And so I really enjoyed it, but I didn't like the way the guy ran the company, like some of the high pressure sales tactics, the twisting of the arm, you know, sort of manipulating homeowners and stuff the way they treated them. And I just thought to myself, I'd come home and complain to my wife. I thought, there's got to be a better way. And one day she said, Jeff, stop complaining and let's start our own window company. And so that's what we did.

SPEAKER_03 2:37

Wow.

Heat, Comfort, And Window Myths

SPEAKER_03 2:38

Now, you know, for all of the homeowners who may be listening today, let's jump into the misconception when it comes to how heat affects your windows.

SPEAKER_01 2:50

Well, you know what? In the Dallas-Fort Worth area, Houston, pretty much all of Texas, right? We we deal more with keeping the heat out and the coal in. I mean, of course, we do have winters, but we really want to save money on our utilities. We want to have a quieter home. We want to have a home that has less dust and dirt and pollen, you know, especially people who have children with asthma or adults who have COPD, things like that. Cleaner air, lower energy, more comfort in the home. And there's the misconception, you know, that that windows are all the same, that when the sun hits my neighbor's window, it's the same performance that he it gets when it hits my window. And that could not be further from the truth. If we go to Best Buy right now, we look at a bunch of 65-inch TVs, they'll have 65-inch TVs that are $300 all the way up to $10,000. And you'd say, well, it's a 65-inch TV, aren't they all the same? Well, they're not. If you put them on the wall and turn them on, you can actually see the performance difference. And so the misconception is I've got double pane windows, I'm fine. And the reality is that if you got double pane windows, that's a good start, but it's only the bottom rung on a 10-rung ladder.

SPEAKER_03 3:57

Wow. Wow, that's some great information to have here. Now,

Marketing That Works With YouTube

SPEAKER_03 4:01

let's jump further into the heart of your business. Now, we do know that marketing is the heart of every business. So, ideally, where are some of these homeowners located that you're looking to attract and how are you reaching them today?

SPEAKER_01 4:16

Well, you know, we use all the same traditional methods that everyone uses, right? We're on social media, we're on Instagram, we do Google pay-per-click ads. Of course, we have a great informative website because I think that's where a lot of this starts is educating yourself. But you know, something happened back in 2018, Sophia, when I started making YouTube videos that I could share with my prospective clients. And I did not know, a little did I know, that the algorithm gods at YouTube were gonna like my content. I guess you can tell I'm a high energy, excited kind of guy, and maybe that's what did it. But we started this YouTube channel that now is a number one viewed YouTube channel in the world for the subject of windows and doors. And I'm so grateful to say that we've been able to help homeowners all across the country learn some of the things that they did not know about how to buy windows, how to pick the right window. And so, you know, we created that to really help people, but it turns out, as far as marketing is concerned, it's really the biggest net we have because it reaches people in their homes. You can come to your own home and watch YouTube videos and learn from us. I'll tell you a quick story. I had a lady one day come into the showroom and she was in her 80s and she said she winked at me, you know, she was kind of flirting, and she said, Jeff, I just want you to know I spent two hours in my bed with you last night. And of course, she was talking about YouTube, uh, just for clarification.

SPEAKER_03 5:40

Wow, Jeff, thank you for sharing that story with us.

Podcast Talk And Life Outside Work

SPEAKER_03 5:43

Now it sounds like your YouTube has become extremely successful. Have you ever thought about having your own podcast for the business before, though?

SPEAKER_01 5:51

You know what? I think I need to talk to you about that because that might be a good idea. I know my wife falls asleep listening to podcasts every night. Uh, unfortunately, uh, if I turn up missing or dead, maybe you guys need to go check what she's been listening to. Um, but yeah, I think it's a great idea.

SPEAKER_03 6:09

Now, outside of work, what do you both like to do for fun? And Natty, I'll let you start this one.

SPEAKER_00 6:15

Yeah, absolutely. I um a little bit about myself. I'm from the Houston area and I went to West Point and graduated in 2010. I'm still serving in the reserves now, uh, nine years active duty and seven years in the reserves. Between that and the window experts, I stay plenty busy. But outside of that, I spend so much time with my two-year-old twins and my wife, Sarah. So they uh they take up all of the wrestling time, all of the birthday time. We're constantly looking at different activities across Houston and the state of Texas just to make sure that we're uh we're bonding as a family.

SPEAKER_03 6:49

I love that. I love that. Now,

Quality Control After The Contract

SPEAKER_03 6:52

gentlemen, you know, you both have such full lives, but what is the number one thing at the heart of everything that you like our uh listeners here to take away from learning about the window experts? If you could leave them with one pearl of wisdom.

SPEAKER_00 7:10

Yeah, I I I spend every day uh thinking about how we make sure that we're whatever we say in the home is what we're delivering in the home. So we really focus on a one-to-one say do. And there's so much work that happens after that contract is signed. We have an expert measure technician that doesn't focus on anything else. He doesn't need to go install windows, he doesn't need to go service windows. He is fully focused on making sure that we get the right measurement. We have a full like order and procurement team, make sure that we're reducing errors and what what we're tracking to get you uh in your home is what we're actually going to put into the ordering system. A full warehouse team that uh, you know, Jeff is great about analogies, and I think about fruit of the loom. When you buy some underwear, it says inspected by number 19. And that gives you a lot of uh strength and and confidence that the elastic is strong. And we take the same approach with the windows to make sure that when we're delivering it from the warehouse and our covered trailers so that a rock doesn't fall from an 18-wheeler and crack your window, that we're bringing the right things that you ordered the first time. Uh, and then we deliver uh with a lot of confidence because all of our installers are employed by us. They're W-2 employees. We don't subcontract out our QAQC managers, quality assurance and quality control managers are not somebody with a clipboard that's asking if you're happy, but rather they're on site with 20 plus years of window and door installation experience to make sure that we're doing it the right way. So after that contract is really where 90% of the work's work goes. And we make sure we put a lot of attention, a lot of investment across the entire company uh to make sure that we have happy homeowners.

SPEAKER_01 9:00

Sophia, I want to add one quick thing to that. That's very good, Natty. One thing I'd like for homeowners to know from this podcast is that Windows buying Windows does not have to be confusing. Most people who stop buying out of Windows, they drop out of the buying process, are confused. They talk to Anderson, Anderson said we're the best. They talk to Pella, Pella said we're the best, they talk to Marvin, Marvin said we're the best. You're like, I don't want to get this wrong, I don't want to make a mistake. We're like an independent insurance agent, we're like a CarMax. We have over a dozen brands to choose from. So we're your guide, right? We guide you through this process. So it doesn't have to be intimidating. It's very easy and it's very affordable.

SPEAKER_03 9:36

Wonderful. Now,

Where To Learn And Book A Visit

SPEAKER_03 9:38

gentlemen, whether our listeners here are in the Houston area or the DFW area, where can they go to learn more about the window experts?

SPEAKER_01 9:48

I mean, our YouTube channel is a good place to learn. You can go to thewindowexperts.com and explore that as well. Our YouTube channel videos are there as well. But when you're ready, the best way to learn about windows is to have a no pressure, no obligation in-home visit. Um, because really the work that needs to be done, needs to be done in the home, and we need to be able to see what we're dealing with. So ultimately, when you're comfortable or when you're ready, we'd love to come meet you.

SPEAKER_03 10:13

Well, Maddie and Jeff, I really appreciate you both being on the show today. We wish you and your business the best moving forward.

SPEAKER_01 10:22

Thank you. Enjoyed it, Sophia.

SPEAKER_02 10:25

Thank you, Sophia. Thank you, Jeff.

Nominate A Local Business

SPEAKER_02 10:27

Thank you for listening to the Good Neighbor Podcast. To nominate your favorite local businesses to be featured on the show, go to gnpfrisco.com. That's gnpfrisco.com or call four six nine two two one nine three four four four four four five.