Even before hurricanes Katrina and Rita hit the Gulf Coast, this fall's strategic marketing message from Total Remodeling, Union, N.J., was “Energy Alert,” says Chris Edwards, president and CEO. In its marketing materials, Total Remodeling was already guaranteeing fuel savings to purchasers of the windows it manufactures. To add heft to that, the company also began offering a fuel savings guarantee from siding supplier Crane Performance Siding for its Cedar Ridge line.

Anticipating natural gas and other fuel price increases, Total Remodeling started early, using its marketing — primarily direct mail and media — to deliver the message that homeowners would be wise to replace windows and siding now to protect against potential fuel increases that are on the way. The message stresses the company's design expertise and advanced warm-edge window technology. “These products are only available from us,” Edwards says.

According to the U.S. Department of Energy and Bloomberg News, home heating costs will go up anywhere from 20% to 70% this winter. In September, for instance, city-owned Philadelphia Gas Works announced a 19% natural gas price increase, on top of an immediately previous 7% increase. All over the country, home fuel prices are exploding, and contractors are using their advertising to send the message that energy-efficient products, especially windows, can soften the hit.

For example, Swing Line Windows in Pittsburgh persuaded siding supplier Crane to offer a 40% energy savings guarantee to homeowners. In its marketing, Swing Line packages that with its window supplier's guarantee of 40% energy savings. Both companies' offers are capped at $500, and there are requirements to be met and forms to be filled out. Swing Line president Ken Moeslein says that not only do such offers attract customers seeking savings, they add to Swing Line's credibility.

Hansons' Home Services, in Madison Heights, Mich., is also making heating costs the focus of its TV and direct-mail efforts. “The media will talk for us,” president Brian Elias says. “Consumers will be aware of rising energy costs. We'll acknowledge what is fact and say, ‘Save money on your gas bill. Let us help.'”

At the same time, Hansons' salespeople are reorienting their demos toward energy savings. They're more inclined to make use of a heat lamp to show how the company's windows keep heat outside in the summer and inside during winter.