Where Window Depot Indianapolis Was
To say that the Window Depot Indianapolis started from below zero is a correct statement. The branch was in a severe crisis caused by the previous local ownership, which had completely mismanaged the business financially, leaving a trail of angry homeowners with unfinished projects and zero recourse.
Because of this, the corporate parent company, Window Depot Global, had to make the rare decision to step in directly and take over the market. Public sentiment toward the brand in Indianapolis was deeply negative, and the online reviews were even worse.
Window Depot alum Dottie Bailey jumped into the fire as the new Regional Manager, determined to apply the core operational principles of the brand and rebuild from the ground up. To fix a broken market like this, you cannot just run a few ads and hope for the best. You have to completely rehabilitate a reputation while simultaneously building a functional lead-generation engine. That is when our team at Wabash and Lake stepped in to serve as their fractional marketing department.
What We Did
For nearly three years, our team (led by Janna, Logan, and Joe) has operated as fully integrated members of Dottie’s team. We knew that traditional agency vanity metrics like impressions or clicks would not save this branch. We needed a strategic plan tied directly to revenue, trust, and operational efficiency.
More than just placing “ads,” we have helped Window Depot of Indianapolis to build a strong and lasting foundation for real growth.
Over the course of our partnership, we took complete ownership of the marketing ecosystem:
- Reputation Management and Trust Building: We shifted the narrative online by publishing real-world “Happy Customer” case study blogs and updating the website to show the real, trustworthy faces behind the new local team.
- Lead Flow and CRM Optimization: We wrote updated copy and loaded it into their CRM system, Builder Prime, to manage how leads were handled. We helped deploy “Speed to Lead” automation tools and improved web forms to make sure every incoming inquiry was answered instantly.
- Custom, Full-Funnel Advertising Plans and Execution: We structured a balanced media mix to capture active buyers, making a unique brand promise, while rebuilding brand awareness. This included managing and directing/creating local broadcast TV and Connected TV (CTV) commercials, display ads, and SEO, alongside targeted local campaigns on Facebook, Nextdoor, and direct mailers
- Media and PR Coordination: We brought the brand back into the local spotlight positively by coordinating broadcast media appearances on local programs like Fox 59’s INDY NOW and WISH-TV’s Lifestyle Live
- Website Content Improvements: We rewrote copy and added content on nearly every page and even created new ones to reinforce the unique Window Depot brand promise while making it connect with the local Indianapolis community.
- Data Oversight: We instituted rigorous tracking spreadsheets and KPI dashboards, reviewing website traffic, conversion rates, and ad budget pacing every month to ensure absolute efficiency.
Where They Are Now
The steady, relentless work of rebuilding the foundation has officially paid off. By pairing Dottie’s strong operational leadership with a connected and efficient marketing funnel, Window Depot of Indianapolis has pulled off a complete market turnaround.
As of June 2026, the Indianapolis location celebrated its largest sales month in the history of the branch.
The efficiency metrics behind this record-breaking month are remarkable:
- Exceptional Close Rate: The team is now converting leads into sales at a close rate of nearly 45%, sitting comfortably well above the national industry average.
- High Profitability: The branch has achieved an outstanding operating margin of nearly 48%.
This turnaround did not happen overnight through reckless spending. By focusing on lead quality over raw volume and removing friction from the sales process, we helped build a growth model that is entirely sustainable and scalable. Trust has been restored in the Indianapolis community, the business is highly profitable, and the branch now has a solid foundation that is fully prepared to support future expansion.