While the word “FREE” is a powerful psychological trigger, in the window industry, it is often a carefully constructed trick designed to get a salesperson through your front door.
Here is why these “Buy X, Get X Free” offers are widely considered deceptive and how they actually work.
1. The “Inflated Base Price” Trick
The most common way companies fund “free” windows is by doubling the price of the ones you actually pay for. In a typical scenario:
- Company A (Fair Pricing): Sells windows for $600 each. Total for 4 windows: $2,400.
- Company B (BOGO Offer): Lists the same quality window at a “Retail Price” of $1,200. They offer “Buy 2, Get 2 Free.” Total for 4 windows: $2,400.
Technically, you got two windows for free, but you paid the exact same total. The “free” windows were pre-paid by the inflated cost of the first two.
2. The Labor and Installation Loophole
A “free window” rarely includes free installation. Companies often separate the “product” from the “service.”
- They might give you the window unit for $0, but then charge a $400–$600 installation fee per opening.
- They may also add “surcharges” for materials like high-end caulk, trim, or disposal of your old windows, which are usually included in a standard, transparent quote.
3. The High-Pressure “Today Only” Pitch
These advertisements are “lead magnets”—their only goal is to get a salesperson into your living room. Once there, they often use high-pressure tactics:
- The “Price Drop” Routine: They start with a massive “MSRP” quote (e.g., $20,000), then apply the “free” windows, then a “manager’s special,” finally bringing it down to $10,000—but only if you sign right now.
- The “Model Home” Scam: They claim they’ll give you a deep discount if you let them put a sign in your yard or take photos, making you feel like you’re getting a “limited” insider deal.
4. Limited Selection (The Bait-and-Switch)
Often, the “free” window offer only applies to a specific, basic model or a small size that doesn’t fit most of your home’s openings. When the salesperson arrives, they’ll explain why that “free” model is inferior and “upsell” you to a better version that isn’t part of the promotion. It is important to remember, nothing is free.
How to Protect Yourself
- Ask for the “Itemized” Price: Ask the salesperson what a single window costs without the deal. If they can’t or won’t give you a straight answer, they are hiding the markup.
- Get 3 Quotes: Always get at least one quote from a local, reputable installer who doesn’t use national TV/radio “gimmick” ads.
- Ignore the Clock: Any “discount” that expires the moment the salesperson leaves your house is a red flag. A legitimate price should be good for at least 30 days.