Nova Exteriors Inc., located in Vienna, Virginia, specializes in vinyl replacement windows, insulated vinyl siding, asphalt roofing, entry and storm doors, and seamless gutters and downspouts, as well as custom-built decks--but the main focus of the company is on customer service.

In fact, at NOVA, performing to satisfy their clients' needs is a top priority. And in order to maintain what is referred to at NOVA as a Gold Level Standard, owner and president Peter Vlantis implemented a client survey program that invites customers to rate the company’s overall performance.

Each week, Vlantis and his employees review their ratings to ensure they are achieving at least a 4.5 out of a possible 5 (the Gold Level).

“From the beginning, I identified a competitive edge for us—focusing on customer service,” explains Vlantis. “I implemented a policy that the customer was always right and I catered to the customer, which paid dividends.”

Case in point--for the past three years, NOVA has been ranked among the top 500 remodelers in the nation. With over 3,000 successful installations to date, Nova offers superior quality and service at a reasonable, affordable price.

Which explains why repeat customers and word of mouth referrals account for over one-fourth of NOVA's business.

Vlantis, originally in the home improvement business since 1991, worked with other home improvement companies while he attended the University of Maryland, then started Nova on his own 1997 doing windows, siding and roofing, and soon after adding doors.

“Back then, I was working out of my home and knocking on doors to get business,” he recalls.

With the addition of canvasers and a sales rep, Nova started growing by the year 2000. They got into decking in 2001 and brought a carpenter into the company, and by 2002, deck building was close to 50 percent of Nova’s business.

Vlantis says he also worked to establish relationships with both his suppliers and manufacturers of the products they use, which means more referrals from both sources.

That, coupled with Internet marketing (of which 65 percent of their business is derived), as well as mail pieces, print ads, church bulletins, public relations and job signs, keeps Vlantis’ 22 employees on payroll and 10 dedicated subs busy.

In 2003-04, Vlantis says Nova did about 250 deck projects, and while the project numbers have decreased the past couple of years, revenue has increased. The average project size currently runs a little over 200 square feet, including railings and step systems, and costs about $12k.

“We’re able to do more design packages and increase the size of each project,” Vlantis explains of the shift. “Back when we started, we didn’t charge as much because we were new and we had to prove ourselves.”

The material used to create NOVA’s decks has also changed over the years.

In 2001-02, 99 percent of the decks they built were made of pressure-treated wood. In contrast, by 2003-04, when lumber prices increased, the shift moved to composites.

Now, 99 percent of the decks they build are composite, and the majority use Trex materials.

Nova also offers extras such as railing design, 45-degree cut corners with sunburst railings, hot tubs sunken in the deck or sitting above deck, benches, trellises, free-standing landings, lattice work, gates and planters.

Since August 2006, customers can check out all that Nova Exteriors has to offer in the showroom-within-a-warehouse in Vienna. Products on display include the latest decking materials from Trex, Traco brand windows and doors, Precision entry door systems, GAF asphalt roofing and shingles, and Kaycan siding.

The showroom is about 7,500 square feet, with 3,000 dedicated to product and 2,500 for sales models—including a full-scale deck.

“We saw the showroom as the next step to establish us as legitimate and differentiate us from our competition,” observes Vlantis. “The showroom also is a second opportunity for us to increase sales. We find that in-home, a sale might be $12k, but in the showroom, it would be about $4k more.”

"People want to feel they are getting the best for their money," concludes Vlantis. "It is our intention with the showroom to allow homeowners to see up close and personal the value and quality we have been offering for over a decade. There is only so much a brochure or small sample can offer."

Between a stellar showroom and standout customer service, it’s no wonder NOVA is at the top of its game.