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The Background
Turning employee feedback into action
When a homeowner decides to open up their living space with a wall of glass that dissolves the boundary between inside and out, it is rarely a casual decision. A Panoramic Door is not the kind of purchase you stumble into. It is the centerpiece of a remodel, a defining feature of a new build, the detail that stops guests in their tracks. The company that bears the product's name has understood this from the beginning.
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Founded in 2010 and headquartered in Fort Worth, Texas, Panoramic Doors manufactures and sells its patented Slide-Pivot-Stack glass door systems directly to consumers across the United States. No dealers, no middlemen, no markup chain between the factory floor and the homeowner's back wall. With over 200 colors, custom sizing, hurricane ratings, and energy certifications, each system is engineered to specification. Interior designers call it their go-to. Installers call it the smoothest system on the market. The company won Best of Houzz for outstanding service in 2024. In a category where, as VP of Marketing and Business Development Steven Incontrera describes it, "people can start up a door company relatively easy," Panoramic Doors competes not on price but on quality, configurability, and the kind of customer experience that justifies a $15,000 investment over a $5,000 alternative.
But competing on customer experience requires the ability to deliver it: fast, accurately, and at scale. And that was exactly where growth threatened to outpace the team.
The Challenge
When the Ad Worked Too Well
For a homeowner or contractor scrolling Instagram at 9 p.m., the moment of desire is instantaneous. A thirty-second video shows glass panels gliding open, light flooding a living room, an indoor-outdoor life made real. And suddenly they need to know everything. Can it be twelve feet wide? What is the hurricane rating? Does it come in matte black? Is there a screen option? Are the energy certifications valid in Florida?
Those questions were landing on Panoramic Doors by the hundreds. The company drives traffic from short-form Instagram video and Google search directly to a quote page, compressing the path from discovery to intent. The problem was that same compression meant prospects arrived with almost no product context about a complex, configurable, premium system. They were excited. They were ready to move. And they had real, specific, technical questions that determined whether the product was even viable for their project.
The Cost of Bouncing Calls
Steven Incontrera, who brought HubSpot into Panoramic Doors in 2023 and replaced a pen-and-paper sales operation, watched the inbound volume compound. Calls went to a generic contact page and got bounced around the company. Inside sales picked up the phone, put the customer on hold, and hunted for the right regional rep or service technician. The momentum that a well-made Instagram video built in thirty seconds was evaporating across a five-minute hold.
The team had one dedicated customer-service role absorbing much of this triage work. They had a HubSpot CRM with real data on their customers. What they did not have was a scalable way to answer high-context pre-purchase questions without routing every single one through a human being. With direct-response advertising pushing more volume to the top of the funnel every week, the gap between inbound interest and team capacity was widening fast.
The Solution
Breeze Customer Agent Opens the Door First
For a homeowner who just clicked through from an Instagram ad and landed on Panoramic Doors' quote page, the difference between a confident purchase decision and an abandoned session often comes down to one question answered well. That is exactly what HubSpot's Breeze Customer Agent, named Doora by the Panoramic Doors team, was built to do.
Steven deployed Doora in December, placing her on the quote and product pages where inbound intent was highest. He trained her on the full product catalog: sizing constraints, color palettes, hurricane and energy ratings, structural specs, screen options, and regional availability. He also configured Doora to route traffic intelligently, connecting prospects to the right technical service tech, the correct regional inside sales rep, or a specific showroom location. When a human conversation was needed, it landed with the right person immediately instead of bouncing around the building.
A Living Knowledge Base, Not a Static FAQ
What separated Breeze Customer Agent from a generic chatbot was the ongoing work behind it. An 88% helpful rating across more than 2,000 conversations does not happen at launch and hold. It requires constant attention. Steven and his team treat the knowledge base as a living asset, updating it continuously as new questions surface from real conversations. When Doora encounters something she cannot answer well, it becomes a prompt to improve the resource, not a reason to accept the gap.
The team also uses HubSpot's Breeze Assistant to configure and refine Doora's tone and responses, ensuring she sounds like a knowledgeable Panoramic Doors team member rather than a generic bot. The result is an agent who can hold a technical conversation with an architect and a reassuring one with a first-time homeowner, sometimes in the same afternoon. When the sales team needed answers about specs or configurations, Steven pointed them to Doora too. The internal wiki was retired. "Just go ask Doora" became the standing instruction for employees and customers alike.
The Loop Closes Behind Every Conversation
Breeze Customer Agent does not work alone. HubSpot's Breeze Data Agent enriches CRM records with buying signals from every conversation, surfacing slow-burn prospects like new-construction buyers whose timelines span a year or more and recirculating leads before they go cold. Steven cites a recent deal closed on a lead originally seeded in 2022, resurfaced by Data Agent's signal-matching. Sales Hub keeps the pipeline moving once Doora has qualified and educated the prospect. The loop — paid social and search driving volume, Breeze Customer Agent qualifying and educating, Data Agent enriching the record, and sales closing — is what Steven means when he talks about operationalizing Loop Marketing. It is not a theory. It runs every day.
The Transformation
From Answered Questions to Confident Buyers
When a homeowner today lands on Panoramic Doors' quote page after watching an Instagram video, they do not wait on hold. They do not get bounced to the wrong person. Breeze Customer Agent greets them where they are, answers the specific question they came in with — whether that is sizing, hurricane ratings, materials, or color options — and either empowers them to move forward with a quote or routes them directly to the right human at the right moment. The friction that once drained momentum from every ad dollar spent is gone.
The numbers tell part of the story. Breeze Customer Agent now handles hundreds of conversations every week, up from the 20 to 30 weekly interactions at launch in December. Over 2,000 total conversations are logged. The 88% helpful rating has held and improved as the knowledge base has grown. Repetitive social media messages asking basic product questions have measurably declined because more prospects are finding real answers before they ever reach out.
Earned Capacity, Not Headcount Reduction
When a customer-service team member departed, leadership faced the decision that many growing companies face: backfill the role, or trust the system already doing the work. They chose the system. The position was not refilled — not because Panoramic Doors cut a role, but because Breeze Customer Agent was absorbing the routing, triage, and Q&A volume that role had carried. The inside sales team stopped fielding repetitive inbound calls that bounced around looking for the right contact. Calls that once took five minutes of hold time now take zero, because Doora has already connected the customer to the right person before the phone rings.
What This Makes Possible Next
Steven's roadmap for Breeze Customer Agent extends into the service ticketing flow. The next phase, enabled by HubSpot's beta CRM data integration for Customer Agent, will let Doora reach into customer records and answer questions that come after the purchase. "When is my installation?" "Who is my technician?" "What time is Brian arriving on the 28th?" The agent that started by answering "can it come in matte black?" is becoming the connective tissue across every stage of the customer relationship: pre-purchase, purchase, and post-install.
AI strategy at Panoramic Doors has moved from Steven's personal project to a small internal working group spreading the practice across the broader sales team. For a non-technical marketing leader who serves as the company's self-described "AI guy," that diffusion matters as much as any metric.
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