Meet: Jared Canter, Pella of DFW/WTX’s Vice President of Sales
Oh, the power of a $20 bill. Jared Canter remembers it well. He was 12 years old, and he wanted to go to the movies with some friends, so he asked his dad if he could have some money. His dad thought about it for a minute and came up with a different idea.
“He got me a lawnmower and edger instead,” Jared said with a laugh. “My dad said, ‘You know, if you start earning for yourself, you can go to the movies anytime you’d like and create the flexibility and freedom you’re seeking.’”
And, with that, Jared’s entrepreneurial spirit, pride in workmanship, and passion for customer service was born. He started mowing his neighbor’s lawn, and then another neighbors. Soon, word got around about his lawnmowing service, and business started booming. “I was too young to drive so I loaded my mower into my mom’s car; I remember she even charged me for this service to drive home how a business operates! People liked my work -- it was a great business that all started with a discussion around $20.”
Today, lessons learned along life’s journey have catapulted Jared into the role of VP of Sales at Pella of DFW/WTX, an independent distributor. Looking back, Jared said all of his life experiences – personal and professional – have prepared him well for his continued journey.
Early Days
After his lawnmower was retired (from a business standpoint, anyway), bigger things lay ahead. College, for one. He enrolled at The University of Texas at Arlington with an eye on a business degree. But paying for his education out of his own pocket meant many sacrifices and challenges ahead. So, he worked full-time to pay for school and make ends meet. Jared was always interested in building products, so a job at Lowe’s made perfect sense.
“I thought to myself, ‘Wow, I have a real opportunity here,’” recalled Jared. “I was working with many major brands and networking – getting to know people is hard work but also something I love to do. Even though I was younger, I showed up each day with dedication to my team and our customers and to learn from others; I moved up pretty fast within Lowe’s.”
In his later years there, he managed and cross-trained in multiple departments while leading team members, all while putting himself through college.
In his college years, Jared met Haley, his bright star, confidant, and future wife. “She is a very special spirit. Growing my career has been time-consuming and demanding, and Haley has been my rock; she understands me and she is my favorite teammate,” smiled Jared. Today they are building their family, which includes three fun kiddos – Hannah, Carson, and Caroline, all under the age of 10. It’s a busy household. They are blessed to have lots of family close in the area, so there is never a dull moment. Between the kids’ activities and enjoying time on the water as a family, the days run together.
Upon graduation from college, the next chapter of his professional life began…putting all his endless networking into play. “I remember applying for four positions with companies. I got offers at three of the four, but I didn’t get an offer from the one company I really wanted to work with.”
That company? “Pella of DFW/WTX,” laughed Jared. “The company had a great reputation, so it’s no wonder that there was a lot of competition for jobs.”
Continued interaction and tenacity paid off. In 2013, Jared finally was offered a job at Pella, and it was Jamie Ogle, who was leading Pella’s sales efforts at the time, that made the offer. Jamie is now co-Principal of Pella of DFW/WTX alongside Greg Hirsch.
It didn’t take long for Jared to prove his worth. In his first year he was named “Pella Corporate Rookie of the Year.” During his second year as a Trade Sales rep, he was tops in sales in DFW, and named to the national Pella Corporation President’s Club.
His commitment to the construction industry and the Pella brand went way beyond his dedication to his “day job.” He joined the Greater Fort Worth Builders Association the same year he began his career with the Pella brand and made an impact there as well. He was named Young Professional of the Year and, later, Associate of the Year. He was a member of the Young Professionals Committee and Associates Council (serving as President of both). Oh, and he has been serving on the Executive Committee since 2019.
In 2017, Jared was promoted to Fort Worth Trade Sales Manager. Jared's outgoing and thoughtful leadership was recognized again as he assumed the senior leadership role of General Manager, Trade Sales, in 2021. “We have an unbelievable culture here at Pella of DFW/WTX,” said Jared. “Our team enjoys working together…we’re dedicated to each other as much as we are to the customers, and it’s why we’ve had many of the same fantastic people here for decades. We know that we’re in a people business – we build relationships, and we have a phenomenal community. We understand that there are a lot of window and door companies. Our team has done a great job of differentiating our company – through the quality of our products – more importantly – through the quality of our service.
“It’s been an incredible journey to see where we were to where we are,” continued Jared. “And it’s been a thrill and privilege to be a part of it. I love the team building and how we have transformed the Pella brand name in our region. Gone are the boring showrooms, and in their place we have built these incredible architectural award-winning Experience Centers that are vibrant, exciting, and welcoming to all. We’ve had and will have so many events at each of the locations – people love them, and our team is just getting warmed up on how we will maximize the Centers. It’s a second home for many builders as well as for associations and a fantastic way to share our story with homeowners. It’s been joyful to all of us to see the Centers come to life.”
The Next Exciting Challenge
While Jared has been focused on building the Trade business, the in-home replacement business has continued to grow, and the potential for the Replacement business is massive.
It’s also a perfect time for personal growth. In January 2025, Pella of DFW/WTX was pleased to announce Jared as its Vice President of Sales.
Jared will now support the leaders of both the thriving Trade business (B2B) and the ever-expanding Replacement business (B2C). “The Trade team knows the mission, and we will continue to drive forward as a team,” said Jared. “As for Replacement, the team's growth has been outstanding. The foundational work the team has done has doubled its business in the past few years. I’m excited to lend my insights, energy, and enthusiasm to our future growth. I look forward to learning from our Replacement team. I am thrilled to lead our collective sales efforts as a company. We need both unique sales organizations to balance healthy growth with the amazing work of the marketing and operations teams, and the glue that is HR, accounting, and finance. Collectively, WE are a formidable team.”
“Exactly,” said Jamie Ogle. “It’s a continuation of deliberately thoughtful leadership here at Pella of DFW/WTX. I remember when I hired Jared – you could just tell how driven he was, and that really showed in how much he had accomplished and would accomplish. It was clear he was driven to create a very bright future. I remember thinking we were lucky that he wanted so much to work with us…and we wanted him here, too. It was meant to be.”
Trey Raney, President, Pella of DFW/TX, said it’s exciting to see Jared lead us forward. “Jared consistently demonstrates a passion for building genuine relationships within our organization and with our customers. That dedication has not only meant personal growth but also positioned him as a leader people naturally seek out. His ability to connect with people on a meaningful level is a huge asset to our team. I know he will continue to excel in coaching others to achieve consistently outstanding results.”
Looking back, Jared knows what he’s achieved couldn’t have been without guidance and support – especially from his family. “Both my parents instilled the importance of faith and family as well as making a positive impact on people through your work,” he said. “My dad is my role Page 4 of 4 model, and I owe a lot to him for showing me how to be passionate about people, be called to serve, and persevere through adversity. He has been on quite a journey, having had a double lung transplant about nine years ago. Making him proud is one of my biggest motivations.
“My ‘why’ is to be able to provide for my wonderful family – we are in this together, especially Haley, I am fortunate to have their unwavering support. I want to keep the tradition going of showing my kids how to roll up their sleeves, make a positive impact on people, and serve others relentlessly.”