The Most Overlooked Exterior Upgrade with 268% ROI

[00:01:20] Why garage doors have been overlooked, and what’s changing
[00:03:40] The ROI data that’s catching builders’ attention
[00:06:55] Objections from the field, and how Haas reframes them
[00:10:30] The role of insulation, energy codes, and wind ratings
[00:13:15] Influencer strategy and how pros are paying attention
[00:17:30] Helping dealers and builders close the sale with better tools

Tina Mealer is the Director of Marketing at Haas Door, a made-to-order garage door manufacturer based in Ohio. She’s spent nearly a decade leading product marketing and branding for the company and is focused on helping trade professionals and homeowners see garage doors as more than functional. Under Tina’s leadership, Haas Door is working to make this category more design-forward, energy-conscious, and builder-friendly.

Garage doors rarely get attention in the early stages of home design or construction. But they’re one of the most visible features on a home. When selected strategically, they can boost the exterior aesthetic and command a premium.

Zonda’s data puts the ROI of a garage door replacement at 268 percent. That makes it one of the best-performing exterior upgrades in residential construction. Builders who are treating garage doors as a budget line item may be missing a real opportunity.

Garage doors are more than just curb appeal. They’re increasingly tied to energy performance, insulation ratings, and safety requirements in wind-prone regions. In states like Florida and Texas, wind-rated products are becoming essential—not optional.

And as more garages are integrated into the home, poor insulation or drafty doors can undermine a builder’s energy-efficiency claims. Tina’s team helps dealers and contractors position garage doors not just as a design choice, but as a functional upgrade tied to building performance.

According to Tina, the most common pushback Haas Door hears from builders is about cost and margins. A high-end garage door might be seen as unnecessary or too expensive. That’s where the ROI conversation comes in.

By reframing the door as a value-add—one that increases perceived quality and real resale value—Haas helps builders see it as a smart upsell, not just an expense. The company also provides talking points and dealer support to make that conversation easier.

Haas Door works closely with its dealer network to handle most of the homeowner conversations. But they’ve also invested in digital influence.

Tina shares how social media posts featuring design-forward installations have generated direct interest from builders and designers. It’s proof that the trade is watching what homeowners react to online—and that influencer marketing can help shift category perception.

HaasCreate, the company’s online configurator, lets homeowners and builders visualize different garage door styles on their actual homes. That image can be shared directly with a dealer to streamline quoting and reduce friction.

It’s a small tech tool, but one that makes a big difference for buyers who aren’t used to thinking about garage doors in design terms.

Tina’s closing advice: find the truth point in your marketing. What really matters to the buyer? What’s the objection under the surface?

For Haas Door, success has come from being clear, honest, and supportive—both with their internal teams and their channel partners. Education, not hype, is what moves the needle.

To learn more, visit www.haasdoor.com or reach out through the contact form on the site.

The Smarter Building Materials Marketing podcast helps sales and marketing professionals find better ways to grow leads, sales and outperform the competition. It gives insights, examples and shares stories about how to create a results-driven digital marketing strategy for building products and construction companies of any size. SBMM is co-hosted by Venveo’s Founder, Zach Williams and Venveo’s CEO, Beth PopNikolov.

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