What composite deck buyers want

f ueo rHE oPPoRruNtrv last month I.to attend Principia Partners' WPC 2011 Conference on Decking & Outdoor Living Products in Charlotte, N,C.

Represented at this conference were wood-plastic composite decking manufacturers and wood decking manufacturers, along with their suppliers of wood flour, recycled material, colorants, etc., as well as decking distributors and dealers, and a few actual deck builders, too.

One of the biggest take-aways from this conference was the expressed need for manufacturers, distributors, and dealers to improve communication along the entire supply chain. This is especially important in these difficult economic times when the last thing a dealer needs is product that can't be sold.

When it comes to some of the new technology products being introduced, such as capstock decking, it is more important than ever to have a good relationship with the distributor. All new products have a learning curve; there are likely to be some issues. Make sure the distributors and manufacturers you are dealing with will stand behind their product, and fix any problems that occur.

Another truth I walked away with from this conference with is the simple fact that no one "needs" a deck, so right now, it is important to carry just what you will be able to sell. This is not the year for the usual "winter buy." Instead it is the year to order just what you need, often referred to as just-in-time inventory.

The bad news is that there are an estimated 12 million homes foreclosing, and at least l0 million more homeowners are upsidedown on their homes. The good news is that the ones who are able to keep their homes are staying put; and some of them are remodeling. The money they decide to spend is for quality products that have a long lifespan, such as top of the line windows, instead of the basic replacement package.

The consumers who will be buying decks in the next year are projected to be older, upper middle-class, and educated in their purchases. The trend is that a deck sale will be either low-end pressure treated decking, or high-end manufactured decking or exotic hardwood. Not much selling in the middle price area. Hidden fastener use is growing. People who spend money on higher-dollar wood-plastic composites don't want to see fasteners.

Consumers who are buying decks are also buying extras. They want their deck to be different than the neighbor's deck. It will be important to offer a menu of color choices, and mix and match products. For example, a consumer may choose one brand of decking, and then choose a different brand, with contrasting color and texture, for the railing. Additionally, they will be looking at integrated lighting in steps and in railing. n 1t f:nclB or rt. i!*.1 i.&i te ,ii\Jf, r, -,JilL r[ nd (Jii!$ net rlxrt hiN il.n [^il4 m,thNi, [J^s rh.&.!i^dh{irrn"(,LnL:@,uiE rurordlialsh,s4FN-bteprti id(rh;!or.nFfdor!iJ,h$ilqJf, !{Jnodn.*rnr<klnFkrd hEd!M6ntotuiir

So, the concise message here is to proceed conservatively, keeping a careful eye on what is selling, so that what you carry is what you can sell. Well-thought-out purchasing and sales plans today will keep you around to celebrate when we kick this economy back into full gear. Good luck to all of you this year. Live long and prosper!

- Diana Hanson is owner of deck builder Woodpile Construction and Woodpile Products Inc., maker of Decklt deck spacers. She is also a veteran of the legal profession and is actively involved in the ICC code development process. Reach her at diana.hanson@ gmtzilcom.