When Bill Weber completes a chapter in his life, it always seems like another door opens unexpectedly.

Then again, that’s what comes of spending a career in the business of selling and installing doors of every stripe: front doors, glass doors, rolling doors, fire doors, storm doors, and — of course — overhead garage doors.

As the founder and chief executive of AE Door & Window Co. in Forest Park, Weber has spent the better part of three decades building his brand. You probably know his longtime commercial slogan by heart: “We Sell the Best … And Service the Rest.”

Weber is what Jeff Wyler is to cars, what Jeff Ruby is to restaurants. But you might not recognize today’s CEO from his early days. “My first job out of high school was working as a bricklayer,” Weber recalls of his blue-collar roots. “I did that for five years.”

It soon became evident, however, that Weber possessed a powerful entrepreneurial spirit. With help from his wife, Rosemary, he began selling garage doors out of, appropriately enough, his garage. By early 1980, he’d created AE Door, naming the small family business after his daughters, Amy and Erin.

Well, there’s a backstory there, as well. “We realized that if we began the name of the business with an ‘A,’ we’d also be first in the alphabetized listings in the Yellow Pages,” Weber explains.

By the end of that year, business had grown enough that AE Door incorporated and moved into its first warehouse. Then came the recession of 1982, and Weber concedes he almost had to fold the door business then and there. You could call it going through the school of hard (door) knocks.

“Rosemary said do anything to save it, but don’t second mortgage the house,” he recalls. “Actually, by the end of 1982, I’d had to third mortgage the house.”

Better times lay ahead. In 1987, after outgrowing two smaller warehouses, the company moved to its current location, a 24,000-square-foot showroom and warehouse on West Sharon Road in Forest Park. (AE Door now has a Florence facility, as well, and plans to soon open a third location in Anderson.)

Weber’s most notable job to date? Installing a $10,000 custom-made garage door, themed to match the medieval castle motif of a certain well-known Cincinnati insurance executive. But Weber’s firm has installed thousands upon thousands of doors for both homes and businesses over the years, including the roll-up doors at Great American Ballpark, Paul Brown Stadium and the Kentucky Speedway.

Ask Weber the secret behind his success, and he quickly begins with his two daughters.

“We used the girls as the image from when they were 10, 12,” the door man says of his famed commercials. “They’ve just been the face of the business. People today still tell us, ‘We watched them grow up on television.’

“The advertising became a very strong thing for us,” Weber continues. “The consistent use of the girls, the motto, the billboards, they all played a part.”

Weber now employs nearly 100 people, though ironically, not the iconic Amy and Erin, who are both in their early 30s. Amy is a stay-at-home mom of four living in Knoxville; Erin is a Cincinnati schoolteacher (whose students, or more often their parents, actually recognize her from her commercial career).

Weber’s son, Adam (who hadn’t even been born yet when Weber created the AE advertising campaign) has worked in the business from the ground up, since he unloaded trucks into the warehouse while he was still in high school. After earning a marketing and advertising degree at Florida Southern College, where he attended on a water skiing scholarship, he returned to AE Door to work his way through the ranks at every level. Today, he’s Operations Manager.

Bill Weber makes no secret, however, of what Adam’s eventual role will be in the business. “He’s here to take it over,” Weber says, sweeping his hand around the showroom.

While father and son limit their day-to-day contact during work hours, finding the separation of duties and powers healthy, they are close after closing. “We try to keep the business here,” Adam observes. “The conversation at home at the dinner table is not about doors.”

The duo did work together more closely than usual when doing ABC’s Extreme Makeover home last year in West Chester (the home was constructed in seven days for a family with two disabled children). “Adam and I were out there every day, and worked at everything, from sweeping floors to whatever,” says the elder Weber. “We loved being a part of it.”

Adam adds, “We were out there hanging a door at 4 a.m., because that’s how our shift worked out.” Among the latest gadgetry installed: A garage door opener that reads the disabled girls’ fingerprints for authorization to lift up.

Staying connected to the community and doing community service are big parts of the picture at AE Door, as is continuing to treat employees as family members. “Seventy-five percent of our employees have been here more than 15 years,” notes the younger Weber of the company’s low turnover rate.

“We treat the public fairly,” closes Bill Weber, citing a reason for the AE door success story. “We treat our employees fairly. There’s a long-time commitment we made with the people we started with. We’ve been a Clopay dealer since day one. We’ve dealt with a lot of the same insurance companies.”

Consistency in advertising, consistency in slogans, consistency in relationships. You could say Weber’s philosophy to life, business and success is, well, consistent.