About Pella
Pella is a leading window and door company operating across seven states on the East Coast, serving both replacement customers upgrading their existing homes and new construction builders. With more product offerings and installation types than most competitors, Pella is built to handle everything from simple replacements to full tear-outs to large-scale new construction projects.
For this story, we spoke with Jason Dowdy, Chief Operating Officer, based at Pella's Richmond, Virginia location. Jason has been with Pella since 2017 and has led the company's adoption of Hatch across multiple departments and use cases over the past nine years.
The problem
When Jason joined Pella in 2017, the market was strong. Advertising drove steady traffic, appointments were plentiful, and growth felt natural. But after the pandemic, the landscape shifted. The market softened, fewer homeowners were responding to advertising, and the company wasn't getting into enough homes.
"We weren't getting in enough homes because not enough people were responding to our advertising, and we had to take some different measures."
The bigger issue was what was happening with leads and past customers once they were in the system. Sales reps were focused on new opportunities, not following up with previous customers who might be ready for another project. Outreach to past buyers happened once a year, if at all. And when it did happen, it was manual, inconsistent, and impossible to scale across a multi-location operation.
Pella needed a way to reach customers they otherwise wouldn't, without adding headcount or relying on reps to do it manually.
The solution
As one of Hatch's first customers, Pella has been with the platform for over nine years. What started as a tool for basic follow-up has evolved into a core part of how the company operates across departments.
Today, Pella locations use Hatch to scale communication across the entire customer journey, including:
- Speed to lead: Instant outreach on new leads from Google LSA, Facebook, Modernize, Lead Guru, Hatch chat, and home shows to increase set rates
- Estimate follow-up: Personalized follow-up on recent quotes to increase close rates.
- Lead nurture: Re-engagement of unsold customers, canceled appointments, and aged estimates, often paired with promotional offers to drive action
- Customer care: Appointment confirmations and review requests to keep jobs on track and increase customer satisfaction
- Customer recontact: Proactive outreach to past customers for new projects, cross-sells, and recurring services
The results
For Jason, revenue is king, and Hatch has delivered on every front that matters. From top-line growth to reactivated pipeline to day-to-day efficiency, here's what the numbers look like.
Revenue growth in a down market
The most telling result is this: Pella grew revenue over 30% last year — without adding any staff to handle the increased scheduling and coordination workload. In a market where most competitors were struggling to maintain, Pella expanded.
"We grew over 30% last year, and we didn't add any people to do all that scheduling and coordinating work."
Rather than hiring more people, Pella brought in better people, made their roles more targeted and focused, and let Hatch multiply their efforts.
Millions in reactivated revenue
Pella's past customer recontact campaigns became one of the primary drivers of their growth over the last two years. By reaching out to previous buyers with consistent cadence — rather than once a year — they unlocked revenue they would have never seen otherwise.
One early example set the tone: Hatch re-engaged a customer who had purchased two windows a couple of years prior. That reconnection turned into a whole-house project — a six-figure sale on a large home.
"The sales rep wasn't reaching out. It was Hatch that got us in the door, and then he was able to complete the process."
That was the moment that convinced Jason of what was possible. From there, Pella expanded its recontact strategy, running more frequent campaigns and seeing millions of dollars more in sales in 2024 and 2025 than ever before.
Operational efficiency
Beyond revenue, Hatch has replaced significant manual effort across the organization. Project coordinators use Hatch to communicate with customers without writing every message from scratch. Scheduling is more efficient. And across 74,000+ touchpoints in the last 90 days — over SMS, email, and phone — Hatch handles the volume that would otherwise require a much larger team.
"Hatch has replaced a lot of manual effort, and it's allowed us to do things that the human just couldn't do on their own."
Favorite features
After nine years on the platform, Jason's team has found the features that make the biggest difference in how they operate day to day.
- Rep-level boards: "Each rep has their own Hatch board assigned to them that takes care of outreach to previous customers. The managers can watch their boards to ensure consistency."
- Multi-channel engagement at scale: "We've been able to leverage the technology to engage with several leads and customers at the same time."
- Scheduling efficiency: "It's giving people at their desk the ability to send text messages using the technology, and just made our scheduling process much more efficient."
The bottom line
Pella's story isn't about replacing people with technology. It's about what happens when you give a great team the ability to operate at a scale they couldn't reach on their own. Over nine years, Hatch has become embedded in how Pella sells, schedules, follows up, and re-engages — and the results speak for themselves.
"When we incorporate the human element with the technology element, that's when we are at our best."
In a softening market where most companies contracted, Pella grew 30% without adding headcount. They turned past customers into millions in new revenue. And they built a system where technology handles the outreach and persistence, while their people handle the relationships and closing.
"If someone was considering using Hatch for their business and they asked me my opinion, I would tell them go for it. Go all in. Make it part of your business, and it'll change it for sure."
