How to hook the small remodeling

something new," says llob Clauss, general manager of a lumber yard specializing in remodeling sales. Last year was his company's best in its 68 year history.

Aflluent areas are also more apt to hire a small remodeling contractor. Remodeling is more than basic maintenance. lt's additions and alterations, and it takes money.

Clauss' trading area includes homes from $400,000 to $4 million. "lt's an area that requires two people in the house to work," he says. "They don't have time to do-ityourself. They're too busy working to make the house payment."

They usually hire a professional for additions or changes in the bedroom, den or bathroom.

Working the contractor's hours are a must for a store. They need their materials early in the morning, before they start their work day, and often drop by in the afternoon to shop for the next day's job. Clauss stays open from 7 a.m. to 6 p.m.

In many areas, speaking Spanish makes things easier. "Even if the contractor speaks both English and Spanish, the handymen usually speak Spanish," says Clauss. "l've got two Spanish speaking guys in the

With Remodelers

roofing and insulation upgrades as part of remodeling projects. Attendance ranged from 20 to 80 contractors per session.

"The program allows contractors to feel good about our company and helps get our name out," said Builder Way marketing director Jim O'Brien. "They know who we are as a result."

back and I wish I had one more up front. "

Special service must be given to them to keep them returning. Contractors don't have time to wade through a big warehouse for a half dozen studs, wait in line and load their own truck. "They can't wait around," says Clauss. "l tell the contractor l'll have him out of here in l5 minutes. lt's the old pullthrough lumber yard here. My guys throw the stuff in the back of his truck, he signs a receipt and he's out of here."

Advertising is necessary not only to attract professional remodelers but also to interest the homeowners who hire them. Clauss' top mover is 2x6 redwood decking. The small yard sells about seven truck and trailer loads each year. "l keep the price down and advertise the hell out of it," he says. "My advertising budget will get up to 50ft of gross."

But ads don't promote the boards. To interest the homeowner in remodeling, they advertise the concept. "l sell the view," explains Clauss. "l say put this deck on and you can have the ocean. Think about the barbecues you can have on it."

Standard 2x6 decking is priced low, but he also makes a larger margin on underpinnings, deck screws, sealers, finishes, pilings, cement bags and other extras.

His current advertising program showcases beautiful seascapes, professionally photographed from local homeowners' decks. A banner across his Yellow Pages ad announces, "We'll plan decks!"

They will often come into the store to select the decking themselves, to be installed by the contractor. Remodeling sales come from building a relationship with homeowner and contractor.