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Roger Magalhaes: Choosing To Be a Professional Window Treatment Installer

Episode 4 of Window Treatments for Profit

Today with Roger Magalhaes

Welcome to Window Treatments for Profit! There’s a difference between someone who just puts up blinds and a true professional window treatment installer. Today, I am chatting with Roger Magalhaes, owner of Shades in Place, Inc., about what it takes to be a true pro in the business.

The Breakdown:

  • [1:30] Roger shares the story of his journey in the window treatment business
  • [12:34] LuAnn tells a story of an install gone bad
  • [17:14] Roger talks about the importance of professionalism in the industry
  • [21:50] Roger breaks down his upcoming training opportunities and resources

The Ah-Ha Moments

“It isn’t just a hammer, a drill, and a nail or a screw. There’s a nuance to the art of installation.” -LuAnn Nigara


“It is one of the reasons I don’t really subcontract work anymore. I’d rather refer and let them do it their way and say you can hire this guy, but you are totally responsible for it. Some people don’t understand that it’s not your job—you are working for someone else.” -Roger Magalhaes


“I don’t think there’s anything wrong with subcontracting professionals, as long as they subscribe to a high degree of accountability and professionalism. And that’s what you’re doing, and that’s what’s exciting.” -LuAnn Nigara

More About Roger Magalhaes

Roger started in the window coverings industry in 2006 as a part-time installer for a national chain. After only two months, he was asked to leave for “standing out.” Clients continuously requested him over the other installers, and this didn’t sit well with his colleagues. Following this experience, Roger traveled all over the country acquiring training from companies like Somfy, Hunter Douglas, Norman Shutters, and Lutron. He also attended the Custom Home Furnishings Academy for formal installation training focusing on drapery and other soft treatments. Roger is the owner of Shades In Place, Inc, located in the Boston area with over 600+ 5 star reviews. He is the founder of the Facebook group Free Speech Window Covering Pros with over 1000 members, a regular columnist for Window Fashion Vision magazine, a presenter at the International Window Coverings Expo, the Installation Instructor for the Window Fashion Certified Professional FastTrack program and he sits on the board of directors with WCAA National. Em 2020, Roger found a second business: Trading Up Consulting with focus on Installation Training for Window Treatment Professionals. He offers online and on-site training for anyone that wants to become a top-notch installer.

Connect with Roger Magalhaes





Other Shows Mentioned: 

Window Treatments for Profit Episode 1 Tracie Bresnahan

A Well-Designed Business Episode 742 Renee Gurganus