Remodelers need redwood

D EMODELING is in for the I | 1990s. "This will be the decade when the dollar volume of residential remodeling surpasses new home building, " predicts economist Robert Sheehan, Regis J. Sheehan & Associates, Mclean, Va.

Basic with elegance and style is the architectural trend forecast. On the what's in for the '90s list: multilevel decks with built-in seating and planters; traditional detailing; columns, mouldings, cornices and chair rails, expensive durable material.

Is redwood compatible with this forecast? Decks, arbors, outdoor rooms, gazebos and garden structures certainly are. Less obvious, but an equal match, are siding, millwork and architectural woodwork including columns and Victorian patterns and profiles. Of course, redwood is synonymous with durable.

A dealer can establish a profitable niche for himself in special order redwood millwork for remodeling. Only a full line lumber yard can mill special orders, but any retailer can build a business by utilizing millwork specialists.

Story at a Glance

Ways to develop a marketing niche in redwood for remodeling . . .overview of the market ...ways to become a specialist

.why high margins are possible.

Jim Stroupe, sales manager at Windsor Mill, Windsor, Ca., one of the largest redwood moulding manufacturers in the United States, is a Victorian architecture buff as well as a lumberman. "Niche marketing redwood moulding for remodeling can be most profitable with the best margins in the business," he says. "Very few stock or display it, but it can put money on the bottom line."

Renovators need redwood for remodeling or repairing homes originally constructed of redwood. Be-

Niche Marketing Tips

o develop a relationship with a custom millwork house.

o have an in-house pattern and profile expert.

o establish a siding pattern and moulding profile catalog library.

. have a pattern and profile sample board.

o participate in vintage home tours or shows.

speak at restoration meetings. advertise in remodeler publications and newsletters, home and garden magazines and newspapers.

encourage referrals with special thank you letters.

send out flyers promoting your position as a redwood millwork specialist.

o become a source for related materials such as hardware.

cause redwood mills well, it is possible to copy the original pattern or profile to produce perfectly matching siding or millwork. Redwood also is extremely stable and will withstand exposure to moisture. rain. snow or tropical climates which rot other woods. Redwood takes paint well to match original surfaces better than a substitute.

The redwood remodeling market extends beyond private homes. In many areas downtown business blocks dating from the last century are being renovated. Redwood is essential for achieving an authentic look.

Redwood is necessary to replace missing or abused interior paneling, staircases, moulding and cabinetry for the same reasons it works well on the exterior. If the wood must match natural finish redwood, no other wood can be substituted since only redwood has the lovely cinnamon color. Purists restoring houses or buildings to the fashionable look of the past demand redwood and are willing to pay a premium for it.

Although the architect or specifier for a home or building may go straight to a custom mill, the remodeler or homeowner will often prefer the ease of dealing with the local lumber store. The location, hours, friendly service and credit arrangements make it a convenient choice.