Torchlight - Spring 2026

TORCHLIGHT

BBB® | Spring 2026

Behind the busy season:

How Accredited Businesses maintain great service - pg 4 10 creative ways to use the BBB Seal - pg 7

BBB announces brand refresh - pg 9

Patrick Cox Chief Production Officer Veterans United Home Loans

New polls: Local insights on tech adoption, consumer preferences - pg 11

The official magazine of Better Business Bureau®, Greater Missouri & S. Illinois

BBB ACCREDITATION SETS YOU APART DURING PEAK SEASONS In today’s crowded marketplace, homeowners and business owners face a challenge many of you know well: Choosing the right professional from an overwhelming number of options. Contractors work hard to show their value through craftsmanship, customer service, and reliability, but even the best work can go unnoticed without a clear differentiator.

We’re in the busiest time of year for those who offer home-related services. With spring comes a deluge of requests for estimates from consumers wanting to spruce up their properties. And other home-related industries ramp up around this time as consumers get ready to buy, sell or upgrade their homes.

As an Accredited Business with the Better Business Bureau, you are perfectly situated to place your business above the rest during the busy season.

BBB Accreditation isn’t just a logo or a line on a business card. It’s a powerful trust signal, one that customers actively look for when deciding who to welcome into their homes or workplaces. While any company can claim to be honest, dependable, and professional, only those who go through the BBB’s vetting process and commit to honoring its standards can display that Accreditation with confidence.

Not every business who applies for Accreditation makes it through that process. Only those who earn it may market themselves as being Accredited with BBB. Why does this matter? Because consumers still ask the same crucial question every time they hire a contractor: “Can I trust them?” BBB Accreditation answers that question before the first call is even made.

Those who seek BBB Accreditation are evaluated against the BBB Standards for Trust, which include honest advertising, transparency, responsiveness, and a track record of ethical business practices. This isn’t a one-time review, as Accreditation requires ongoing commitment. That level of accountability immediately sets Accredited contractors apart from their non-Accredited competitors, who may be skilled but don’t have the same third-party validation standing behind them.

And make no mistake, customers notice. Last year, your BBB yielded 4.7 million inquiries from area consumers about companies’ standing with BBB. Typically, consumers want to know a company’s rating and Accreditation status before doing business. Consumers also submitted nearly 10,000 requests for job estimates from local businesses through BBB’s Get a Quote service.

In an age where online research plays a role in nearly every purchasing decision, a company’s BBB profile often appears prominently in search results. The BBB Seal helps potential clients quickly identify businesses that have been vetted and verified. While competitors without Accreditation may look similar on the surface, they can struggle to earn that same level of instant credibility.

Beyond visibility, the BBB Seal becomes a powerful differentiator during the decision-making process. When consumers compare estimates or weigh final options, trust frequently becomes the deciding factor. Your proposal, website, or service vehicle carrying the Accredited Business seal can tip the scale in your favor simply because it reassures customers that you operate with integrity and accountability.

FREE BUSINESS PRESENTATIONS FROM YOUR BBB Book one for your employees or professional group!

Did you know that BBB makes free presentations for business groups and employees?

Thanks to the support of Accredited Businesses like yours, we’re able to educate business professionals on topics like scam awareness, cybersecurity, smart buying tips and more.

We’d love to make a free presentation for your staff!

Springfield Regional Director Pamela Hernandez speaks to the Republic Area Chamber of Commerce at Wake Up Republic.

2 | BETTER BUSINESS BUREAU

Contact outreach@stlouisbbb.org to learn more or to schedule a presentation.

BBB Accreditation also offers practical benefits that strengthen your business behind the scenes. Accredited Businesses gain access to dispute resolution support, scam alerts relevant to businesses, marketing tools, networking events, and ongoing reputation management resources.

BOARD OF DIRECTORS Don Brown

Mark McClanahan

Terri DeMent

Brian Nagy

These tools help contractors refine their operations and maintain a positive public image, advantages that non-Accredited businesses often lack.

Tom Gershman

Sean Nesbit

Most importantly, consumers actively prefer working with businesses that carry the BBB Seal – in a 2023 survey, over 80% said they would choose a BBB Accredited Business over a non-Accredited business with the same letter rating.

Seth Goldkamp Design Aire Heating & Cooling

Jason Quillman

Barry Grant

Brett Randoll

Dillan Henke

Stefan Sigurdson

Schron Jackson

Ben Stegmann

Many consumers specifically seek out Accredited Businesses when they want to avoid uncertainty or reduce risk. That preference means Accreditation doesn’t just inspire trust, it can directly influence which contractor ultimately wins the job.

This can be especially important in times of peril.

When natural disasters strike, businesses descend on the area to help. Many are on the up-and-up.

Unfortunately, there are also bad actors who appear with the sole motivation of ripping people off. Your BBB Accreditation helps separate you in that crowded, hectic marketplace.

For many consumers, working with Accredited Businesses gives them peace of mind. They know that by doing business with an Accredited Business that they are not going to be ghosted if something goes wrong. That business must make a good-faith effort to resolve that dispute or else they could lose that Accreditation. This is not the case with those who are not Accredited.

In a field where credibility matters as much as craftsmanship, BBB Accreditation gives companies a meaningful edge. It doesn’t replace quality work, but it amplifies it. It tells customers that you take your business and your reputation seriously. And in a competitive industry, that assurance is invaluable.

BBB means a great deal to your business. It also means a great deal to us.

Don Brown Chevrolet Nestlé Purina

Gershman Mortgage

Gonzalez Companies, LLC RubinBrown

Schnuck Markets, Inc.

Greg Kendall** Commerce Bank

Mosby Building Arts

D.H. Pace Company, Inc. Fence & Deck Depot Window Depot USA of St. Louis McBride Homes

Allen Roofing & Siding Second Mile Service Company

Bob Strate

Sarah Kiefer

Callier & Thompson Kitchen Bath Appliance

John Legens

Mary Schwartz Westerhold

Maritz

Drury Hotels

Madison Communications

Ted Liebig

Launders Wince

Tom Linhares

Adriane Yates*

TREND Manufacturing Co Dodge Moving & Storage Co.

Lauren Marks Graybar

Ameren MO Spire

Michelle L. Corey*** Better Business Bureau

* Chair of the Board ** Immediate Past Chair *** President & CEO

Better Business Bureau Greater Missouri & S. Illinois 211 N. Broadway, Ste. 2060 St. Louis, MO 63102 Phone: (314) 645-3300 Fax: (314) 645-2666 Hannah Kloppenburg, Editor Email: hkloppenburg@stlouisbbb.org Cover photo by Scott Schaefer / Schaefer Photography

Michelle L. Corey President & CEO, CAE

TORCHLIGHT

Torchlight (ISSN 1547-2043 USPS 053-540) is published quarterly

by Better Business Bureau, 211 N. Broadway, Ste. 2060, St. Louis, MO 63102. Subscriptions are available to BBB Accredited Businesses only. Periodicals Postage Paid at St. Louis, MO. Postmaster please send change of address to: Torchlight, Better Business Bureau, 211 N. Broadway, Ste. 2060, St. Louis, MO 63102.

SPRING 2026 | 3

Left: Patrick Cox, Chief Production Officer, at Veterans United Home Loans’ headquarters in Columbia, Mo. Center: A Veterans United Home Loans employee assists a client over the phone. Right: Veterans United Home Loans employees engage in a group discussion.

HOW BBB ACCREDITED BUSINESSES HANDLE THEIR BUSY SEASONS Buying, selling, remodeling, maintenance, updating, refinancing – spring is a hectic time for home-related businesses of all kinds, and these BBB Accredited Businesses are handling the rush with ease.

The stakes are high in home-related industries. Changes to the home can be expensive, and they often go hand-inhand with big life updates. That’s where BBB Accredited Businesses come in.

They’ve pledged to uphold high standards, even during busy seasons or industry disruption. Their customers can trust them to handle big changes, whatever they may be.

Starting with trust Businesses in home-related industries must establish trust from the very beginning, and their customers must be able to rely on them as expert advisors.

This is certainly the case for Veterans United Home Loans, based in Columbia, Mo. As the nation’s top VA lender, they’ve grown over the past two decades from a small startup to a powerhouse with thousands of employees.

“As the company has grown, we’ve had to do some things differently than in the early days,” says Patrick Cox, Chief Production Officer. “The thing that has not changed since the company was formed is the care we have for each other as coworkers and the care we have for the veterans we get to serve.”

4 | BETTER BUSINESS BUREAU

Getting a home loan can be complicated, especially for first-time buyers, who comprise about half of Veterans United Home Loans’ clients. Cox says his team’s expertise in VA loans helps them establish trust. “Education is something we stress on the very first phone call: Educating them about their VA benefits and how those benefits help them, educating them on the next steps in the process. If you can give the client a road map for where they’re going, that can tend to put them at ease,” he explains.

Cox says that Veterans United Home Loans also has a unique office setup that helps them better serve clients.

They seat loan officers in groups with varying levels of tenure, so there’s always someone in earshot who can help with a tricky question. This also helps facilitate transparency. “What we tell our loan officers and veteran-facing employees is that it’s okay to make mistakes. We don’t want them to compound those mistakes. We want them to just own it, be honest...as a group, we can come alongside and help fix whatever issue it is,” Cox says.

All of this adds up to a client relationship that starts with care: “Any relation-

ship that you’re trying to build is built on trust. And how do you do that? You get to know the person,” Cox explains.

“I do think that’s something that sets Veterans United apart. If we have the expertise piece nailed – which we feel pretty good about – and then we treat them as human beings that we care about deeply, we think that makes for a much smoother process.”

For Ben Berger, Owner of Top Tier Kitchens & Baths in Springfield, Mo., the process of talking clients through a big remodeling decision is critical in a mutually trusting relationship. “It’s really important to do right,” he says.

Top Tier Kitchens & Baths has served the Springfield region for 11 years. Berger, who purchased the company after several years as an employee, says that every job starts with an in-home consultation and an honest discussion.

“We want to set Ben Berger, Owner of Top Tier Kitchens & Baths. the expectation

correctly in the very beginning...Having your kitchen or bathroom remodeled is stressful enough, and if you don’t have a good expectation of what that’s going to be, that’s just going to add to it,” Berger says.

Berger says another element of establishing trust is ensuring customers know what to expect during the job.

“We plan every step of the project weeks before we ever start it,” he says.

The company background checks all employees, provides a calendar to the client, and explains the process in detail, including any accommodations while the client’s kitchen or bathroom is out of commission.

When a job is done, Top Tier Kitchens & Baths responds to customer reviews with “thank you for trusting us.” Berger says it’s an acknowledgement of the time, effort and confidence clients invest in them.

The Top Tier Kitchens & Baths team.

“It’s important to respond to people to show that you’re listening to them,” Berger explains. “They put down a pretty hefty deposit so that we can get everything ordered for them, and then they’re not going to receive anything from that deposit for several weeks.

Even though we’re always going to do the right thing, we know there are people out there who will take advantage of people in those situations. So it’s a big deal.”

Kami Kimes, VP, Customer Experience at Hillsboro Title Company headquartered in Hillsboro, Mo., says that her team’s expertise is what helps their clients feel comfortable.

“Our closers work on the process of the closing and get the title work ordered.

And they’re great about explaining

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along the way so that the client will know exactly what to expect for each step,” she says.

“We have an amazing team of employees with many years of exKami Kimes, VP, Customer perience. That Experience at Hillsboro Title Co. really helps with turning out an excellent product for our customers.”

Hillsboro Title Company has been in business for 53 years, growing trust with their clients via thorough research, clear communication, and partnerships with trusted underwriters. Kimes says something that sets the company apart is its centralized funding team, which allows the closer to spend more time building a relationship with the client. “[The funding team is] a great team of trusted people. We’re able to send them our whole package and they take care of everything from there. So our closer can walk into another closing, walk the clients out, and not be rushed,” she explains.

Kimes is passionate about giving back to the community, and she believes that Hillsboro Title Company’s community involvement helps reassure customers that they are a local, trustworthy company. Its employees are members of local Chambers of Commerce, nonprofits and boards near their multiple office locations. Recently, they held food drives for the nonprofit Brenden’s Friday Backpacks, helping them serve 1,700 local children. “When you’re going to these events, people see you and know you’re a real person behind that company,” she says.

Jeff Haring, President of Sundown Landscape Contracting in Fenton, Mo. believes that trust comes from your track record: “Our work speaks for itself,” he explains. “We have a big portfolio of projects that we’ve completed

in the past. There’s a lot of trust just in the fact that we’ve been doing this for so long.”

Sundown Landscape Contracting was founded by Haring’s father, Dave, in 1979. The father and son have expanded the company over the years to ~20 employees and two main focus areas: design and build, and maintenance.

Haring agrees that the initial consultation is critical. This includes walking the property and discussing what makes the most sense for the client. “I’m not going to design a big perennial garden with a lot of hands-on maintenance for a 30-something couple with three kids and two careers, even though they might ask me for it,” he explains.

The same goes for conversations about pricing: “Sometimes people are afraid to talk about budget. I feel like it’s important to just get the cat out of the bag...that way we’re on the same page financially,” Haring says.

Sundown Landscape Contracting also continues building trust on the job. All trucks have their logos and the BBB Seal, and all crews are in uniform. At the start of a project, a project manager introduces the foreman and team, and is available by phone if the customer needs anything.

Haring believes that the fact that he and his team live in the communities where they work helps inspire trust and referrals, which drive most of their business.

“If you do shabby work, it’s going to be exposed,” he says. “And you don’t stay in business for 50 years by doing that kind of dishonest stuff.”

Jeff Haring, President of Sundown Landscape Contracting.

Busy season strategies and tech Each business has its approach for busy seasons, and many are using technology that makes it easier for both the company and the customer to keep up.

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times really throws a wrench in your schedule.

You just have to take a deep breath and understand there’s not a lot you can do,” he says. “It’s just keeping an open line of communication with clients and setting realistic expectations.”

The Sundown Landscape Contracting team.

Recent years have been a wild ride for the housing market, with big swings in pricing, interest rates and inventory. Veterans United Home Loans gets ahead of the game by planning for the upcoming spring and summer season in late fall. “There are so many factors that go into what a year is going to look like...Being adaptable, accepting change is something that lives in our value statement,” Cox says.

The company’s in-house team built a veteran-facing portal to keep communication flowing. “We make sure we’re available evenings and weekends when folks are out shopping for homes. That said, we also know that there’s going to be times where the client wants to know what’s happening or needs to upload some documents,” Cox elaborates.

Hillsboro Title Company takes a similar approach with a secure portal that serves the construction side of their business, which Kimes says has been helpful as new builds increase. Builders can submit draw requests to the portal, which immediately notifies the disbursing team. “That’s been a huge game changer for our builders. It’s easy. They don’t have to go to a location if they don’t want to. They don’t have to bring in bills and lien waivers,” Kimes says.

Kimes also shares that owners Joe and Dana Radetic have good foresight for increasing staffing when they know a rush is coming. “We have three sister companies too, and if one company gets lag time, they would help out the other if it was busier,” she explains.

Haring says that for Sundown Landscape Contracting, “weather is the constant unknown variable,” during the spring season. “Mother Nature some-

6 | BETTER BUSINESS BUREAU

Haring adds that his team has honed in on their back-end processes for sales, product, and weekly production meetings. This helps them keep baseline stress low so they’re able to pivot if weather strikes.

Berger says that Top Tier Kitchens & Baths uses a CRM that allows them to manage leads, sales and project status – but internal processes keep things running smoothly, too. “Our leadership team meets on a weekly basis to discuss any issues that have come up in the previous week and find ways to resolve them. We’re constantly improving the company,” he says.

I feel like you could trust the company even more so if they’re a part of the Better Business Bureau,” she says.

As a two-time BBB Torch Award for Ethics winner, Top Tier Kitchens & Baths keeps ethics top of mind. “I’ve always believed that if you say you’re going to do something, you need to do it.

We hire people that believe the same thing,” Berger says.

He feels that BBB Accreditation fulfills a unique need: “There aren’t a whole lot of institutions that are out there looking at the best interest of all the people involved in a transaction,” he says. “It’s a big benefit for us to say, if you want a neutral party to give you a recommendation, the Better Business Bureau is a great place to start.”

Haring agrees: “I think the BBB brand is a known commodity. It’s trusted across the country and it’s important to us to hold that Accreditation because it’s a testament to the way that we’ve operated this business for almost 50 years.”

“I think it’s really important to have outside He also emphasizes that a strong culture can parties help you gauge how you’re doing help companies avoid as a business.” staffing hitches. “I’ve - Patrick Cox, Chief Production Officer always believed that Veterans United Home Loans the people who work in the company are not just numbers. They’re people with needs and desires. We’ve And as for Cox, he’s pleased to see that always been a family-friendly company,” the founding ethics of Veterans UnitBerger says. “The people that I hire, ed Home Loans drive the company to I make sure that they’re the type of this day. “Our employees know that we person that values that and are willing can’t cut corners. It’s just not worth it. to put forth good effort to be part of a And they understand that if that’s how company like that.” they’re going to choose to get ahead in business or close a few more loans, they’re certainly not going to be at VetEthics above all erans United for very long,” he says.

A foundation in ethics is what keeps The company is a longtime BBB partner, customers coming back to each of serving as a member of the Columbia these businesses. It keeps them grounded during peak season – and it’s Advisory Board and maintaining Acwhy they choose to be BBB Accredited. creditation since its early days. “I think it’s really important to have outside parties help you gauge how you’re doing “We see many clients come back, and as a business,” Cox says. “[That partI think that is because of trust and nership] shows the level of respect that customer service, and being out in the we have for what you all are doing, and community,” says Kimes. Hillsboro Title the way that you can help clients and Company has been BBB Accredited for customers find businesses that have 14 years. “It makes us a little more honsimilar types of values.” BBB orable knowing we’re members. To me,

Creative ways to use the BBB Seal: •

Add the Dynamic Seal to your website. This digital seal updates in real time so customers can see your current Accreditation status and rating – and they can click to go directly to your BBB Business Profile. (Stay tuned for updates from our office on when the redesigned Dynamic Seal will be available. You can keep using your current Seal in the meantime.)

•

Make it the first thing customers see in your store window or on signage around your business.

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Get more mileage out of your seal – add it to company vehicles.

•

Use it in company email signatures, estimates, contracts or invoices to instantly convey your values to customers and business partners.

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Share it on your social media profiles, especially if new customers find you on social media often.

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Include the Seal in your company’s advertising.

Print, digital, and television advertisements are all fair game. Plus, you can mention your Accreditation verbally in a radio advertisement or in conversations with customers or prospects.

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Bring the Seal with you to trade shows by adding it to your table display or handouts.

•

If not, you’re missing a chance to show your customers that you put trust first.

Do you give yard signs to satisfied customers after you complete a job? That’s a great place for your Seal to reach even more potential new customers.

•

When BBB surveys Accredited Businesses, many say they value two things about their Accreditation:

Add the Seal to company shirts or uniforms alongside your business’ logo.

•

Use it in marketing materials like brochures, flyers, business cards and more – the sky’s the limit!

ARE YOU USING THE BBB SEAL?

1. The instant credibility BBB Accreditation provides 2. The ability to use the BBB Seal in their marketing and advertising People recognize the BBB Seal as one of the most respected symbols in business. Nearly 80% of consumers would choose a BBB Accredited Business over a nonAccredited one with an A+ rating.

You worked hard to earn your BBB Accreditation and the right to use the Seal. In some cases, it may be the factor that motivates a potential new customer to choose you over a competitor – so make sure they know about it!

Plus, the Seal is getting an update as part of BBB’s brand refresh. When it does, you’ll have the option to use the new design. See page 9 for more details. BBB

TORCHLIGHT

How to download the BBB Seal: • • •

•

Log into your account at BBB.org/account/login Scroll down and select “Download BBB Seals.”

From there, you can choose from different versions of the Seal: The Dynamic Seal for your website, files for your print or digital materials, or files for video advertising.

You will soon be able to download the newly updated Seal as part of BBB’s brand refresh.

BBB’s office will notify you when it becomes available. You can also continue using your current Seal.

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“

BBB asked Accredited Businesses:

”

WHAT SYSTEMS, TECHNOLOGIES OR STRATEGIES HELP YOUR TEAM TACKLE BUSY SEASONS?

“In the last 90 days, a new CRM has transformed operations: on-the-spot proposals, e-signatures, and AI-automated texting keep us responsive without chaos. Specialized drawing software provides clear project visuals upfront (for both the customer and our team), reducing revisions.

Our website relaunch in early April (with an instant fence quote estimator tool) will streamline inquiries even further. These tools cut paperwork, speed decisions, and let our team focus on quality craftsmanship-delivering less stress and happier customers during peak season.”

DJ Schrum, Corporate Sales & Marketing Manager Easter Fence & Deck, St. Louis, Mo. “The key to staying stress-free is having a clear streamlined operations system. We rely on consistent scheduling, organized job files, and communication tools that keep our whole team aligned from the first call to the final walkthrough. Using field-service software to track estimates, photos, and invoices has been a game-changer, helping us stay efficient without sacrificing quality. We also prioritize customer communication, which reduces surprises and keeps projects moving smoothly. Strong systems and clear expectations allow us to handle high demand while maintaining the level of service our customers trust.”

Corey Richardson, Owner Go Gutters LLC, Republic, Mo. “It starts with realistic sales and production projections built from historical data and seasonal trends. We also look closely at broader economic indicators and industry research, such as reports from Harvard’s Joint Center for Housing Studies, to understand where the remodeling market is heading. Once our projections are made, we capacity plan around them— aligning our sales, construction, and administrative teams so we’re staffed appropriately before demand peaks. We also focus heavily on operating clean, with clear systems, training, and accountability. Our enterprise CRM ties together customer records, communication, and tasks which streamlines workflow and keeps our team organized even during the busiest seasons.”

Tom Thiel, President Chesterfield Fence & Deck, Chesterfield, Mo.

8 | BETTER BUSINESS BUREAU

“We have four company values, one of which is ‘Do what you say you’re going to do.’ Our processes are designed to be able to follow through on what we commit to our customers and fellow-employees. Everyone on our team knows their exact role in each process step. Combining our defined processes and roles with our consistent communications among one another, we are able to manage the peak times of the year with lower stress. The result is an exceptional customer and employee experience.”

Sean Nesbit, President Fence and Deck Depot, St. Charles, Mo.

“We rely on our core values and well-defined processes to keep everything running smoothly. Technology plays a big role in helping us stay organized and responsive, from automated emails and text messaging to integrated software systems that streamline communication and project management.

We also hold frequent training sessions with our team so everyone stays focused on top priorities and consistently follows our processes. While we’re always striving to improve, nearly 50 years of experience has taught us the importance of taking great care of our clients and delivering the best home improvement experience—The Jacob Way.”

Beth Jacob, Co-Owner Jacob Family Enterprises, Inc., Fairview Heights, Il. “Having strong systems in place is essential. We’ve built a structured operations system that combines technology, detailed checklists, and specialized team roles to ensure nothing falls through the cracks, even during the busiest market months. Every client’s transaction follows a clearly defined process from the first consultation to closing day.

Our systems allow our agents to stay focused on relationships and guidance, while our operations team manages the behind-the-scenes details. For clients, that means less stress, better communication, and a smoother experience during what can otherwise be a very overwhelming time.”

Jen Smith, Director of Operations The Chad Wilson Group, Keller Williams Realty West, O’Fallon, Mo.

“A a low-stress spring starts with our ‘Pre-Construction Roadmap.’ We’ve learned that uncertainty is the biggest source of stress, so we prioritize clear, proactive communication from the very beginning. By finalizing all design selections and delivery schedules before construction begins, we minimize the impact of seasonal supply chain delays. This commitment to transparency keeps our projects running smoothly, ensures our clients feel informed and confident every step of the way, and allows us to uphold our high standards, even during our busiest season.”

KNOW A STAR STUDENT?

Sarah Riebold, CEO/VP of Administration Black Door Renovations STL, Festus, Mo. “We rely on strong systems and clear processes to stay ahead. Our CRM plays a big role in keeping leads, scheduling, and job progress organized so nothing slips through the cracks.

Just as important is clear communication within our team and with our customers, ensuring everyone is aligned and jobs move efficiently. We also focus on setting clear expectations upfront regarding timelines and scope of work, which helps prevent misunderstandings and builds trust. By combining the right technology with strong communication and transparency, we’re able to handle high demand with less stress and consistent results.”

Austin Funk, Owner Best Dam Gutters Plus, Belleville, Il. “What helps us manage busy seasons with less stress is strong communication and clear planning from the start. Written descriptions of the work we perform are very important because they help customers fully understand the project and what to expect. I also communicate openly, show examples of previous work, and offer suggestions that fit each customer’s needs.

Making clients feel comfortable and informed is a big part of our approach. Our goal is that every customer understands the project, feels confident and comfortable with the work being done.”

Sajmir Nika, Owner Nika Concrete Solutions, LLC, St. Louis, Mo.

High school juniors can apply for BBB’s Student of Ethics Award!

Winners receive a $2,500 higher education scholarship.

Visit BBB.org/stlsoe or scan to apply by May 29, 2026.

BBB BRAND REFRESH SHINES A LIGHT ON ETHICS BBB’s brand has a new look! BBB offices across the United States and Canada are rolling out a brand refresh that will give the time-honored torch logo and Accredited Business Seal a new, modern look. The refresh also includes a new tagline: “Trust, built locally.” Please stay tuned for more information in the coming weeks, including updates on when the new Seal will be available and how to access it. You can continue using your current Seal as a symbol of trust.

“The BBB’s refreshed brand reflects an important truth: Their mission to advance trust in the marketplace remains unchanged, but the way people connect with businesses has evolved. This update ensures the BBB remains relevant, recognizable, and credible in today’s digital-first world, while continuing to stand for integrity and ethical business practices,” said Adriane Yates, Chair of the BBB Board of Directors and Director, Technical Customer Support at Spire.

Did you know that BBB’s torch logo has changed over the decades? It’s had a few different faces, but it has always stood for ethics, trust and a marketplace where businesses and consumers rely on one another. BBB

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Original logo

2007 rebrand

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WHAT’S NEW WITH YOUR BBB

BBB Springfield hosted Bagels with BBB events in February (left) and March (above). In February, Rafael Vite of Primate Digital Marketing and Regional Director Pamela Hernandez shared AI tips for businesses; in March, Hernandez shared scam and cybersecurity tips.

Keep an eye out for BBB at local home and trade shows! Left: Columbia Regional Director Khesha Duncan and Vacuum Man, LLC at the Jefferson City Home Show.

Right: Duncan met up with The Wright Roofing & Construction Company at the Home, Business & Lake Living Expo.

RAECHEL CANTONI JOINS BBB AS CAPE GIRARDEAU REGIONAL DIRECTOR Businesses and consumers in the Cape Girardeau area may have already had the pleasure of meeting Raechel Cantoni, who joined BBB as a Regional Director in February.

Go Cards! BBB St. Louis team members celebrated MLB Opening Day 2026 with plenty of team spirit.

Left: Quincy Regional Director Don O’Brien attends the WGEM Home and Living Show in March.

Above: Accredited Businesses attend the BBB Columbia AB2AB networking event in Holts Summit, Mo. on March 20. The event was sponsored by M5 Contracting.

Left: Cape Girardeau Regional Director Raechel Cantoni speaks at the Cape Girardeau Noon Lions Club in April.

A proud Oakville native and Lutheran South alumna, Raechel is a graduate of SEMO and now calls Cape Girardeau home. She brings a strong passion for community involvement and is deeply committed to helping consumers understand how the BBB protects, educates, and empowers informed decision-making. Raechel’s dedication to supporting both businesses and the communities they serve makes her a fantastic addition to our team. Please join us in welcoming her to BBB! Contact BBB Cape Girardeau at bbb@capegirardeaubbb.org.

10 | BETTER BUSINESS BUREAU

Above: Sarah Wetzel, Vice President, Communications, speaks to Fox 2 News in St. Louis about tips to help new homeowners choose trusted contractors for repairs.

LOCAL INSIGHTS: BBB POLLING Your support allows us to conduct research to help businesses and consumers work better together.

We asked consumers: Should businesses take a position on social issues?

We asked BBB Accredited Businesses: What sources do you trust to provide you with information about new technologies for your business?

Scan to view more local polls!

Feb. - March 2026, 449 local respondents ages 18+

Feb. - March 2026, 148 local respondents in 142 industries

APPLY FOR THE TORCH AWARDS FOR ETHICS! Your business could be a winner!

BBB’s Torch Awards for Ethics recognize the organizations in our communities that meet high standards for excellence in trust and ethics. You’re eligible to apply if you’ve been in business for at least three years.

Deadline: May 22, 2026 Visit BBB.org/ STLTorch or scan the QR code to apply.

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Greater Missouri & S. Illinois 211 N. Broadway, Suite 2060 St. Louis, MO 63102

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You worked hard to earn your BBB Seal.

Make sure it’s working as hard as it can for you.

For more information, contact Mick Johnson: mjohnson@stlouisbbb.org