C)rrertrorningthe trrlknorurl How to sell Fiber Cement Siding to builders

LTOW that fiber cement has estabI\listred a foothold in the siding market, dealers and distributors have started tackling the issue of how best to educate builders about the product.

In some cases, builders have expressed concerns about fiber cement siding, citing either unfamiliarity or a perception that it is difficult to install.

Trade contractor Luis Garza, Garza Brother Builders, Denver, Co., said, "Blind nailing was initially a challenge to the crews, although we quickly learned to hide nails from view."

Garza noted that his fiber cement manufacturer sent a representative to the job site to help train the crew.

Builders need to know

that installation is not fundamentally diflerent f rom other siding.

FiberCement Siding, said, "We find that in some of our strong vinyl markets that there sometimes is an uncomfort level with fiber cement siding."

Booz said that, although fiber cement installation requires different blades and is heavier than other siding, he stresses that it is not a radically different process.

According to Booz, CertainTeed has tried to address builders' concerns by creating the Master Craftsmen product knowledge/installation course.

Course materials are Posted on CertainTeed's Web site and it allows contractors to study installation techniques and ultimately to take a certification test.

"Half of all our tests taken are through the Internet these days," said Booz. "Anybody in the supply chain from wholesalers to lumberyards can direct builders to the course."

Dealers and builders can also write the company for a paper version ofthe course.

Currently fiber cement holds l07o of the siding market, while vinyl continues to account for 707o of all siding sold in the U.S.

Booz said that he exPects fiber cement to own 17-197o of the siding market by 2007.

Primesource Building Products' Vick Gulizo, who works out of the company's Jefferson, La., DC, said at first it was difficult moving fiber cement, but now there is a consistent demand.

"Some builders are afraid of how to install it," said Gulizo, "so we tell dealers to go to the job site and help

While building a housing develoPment in the Washington, D.C., area, Bruce Davis, Bruce Davis Construction, La Plata, Md., could not get any fiber cement installers to come forward for the project.

"I had to make the commitment to equip and train a two-person cornice crew to install the siding," he said.

Davis also learned that some tools and techniques used for wood siding installation were not compatible with fiber cement.

"Electric shears perform best for cross cutting planks and carbidetipped circular saw blades are good for ripping planks," Davis said. "Masks are also a must, because the dust contains silica that should not be inhaled."

Steve Booz of CertainTeed CorP., which manufactures WeatherBoards them. It's a great product-cuts like lurnber, nails like lumber."

Gulizo said that once builders arc trained to install fiber cement. many will never go back to lap siding.

Houston, Tx.-based James Hardie Building Products sales representative Brian Jones finds that if there is any resistance, it is at the subcontractor level. He notes: "The builder wants it, but the subcontractor says, 'No."'

Although fiber cement siding is the siding of choice in south Texas, Jones hesitates to say that all the crews and builders are properly trained on its installation. "It's not rocket science. but there arc a f-ew tips that can help out the installers," he added.

Jones said that Jarnes Hardie. which ntanufacturcs Hardiplank, is active in helping buildcrs on the job site so they get conrfbrtable working with thc products.

He pointed out that builders nced to know that installation is not fundanrentally diff-erent from other siding. "For example," said Jones. "builders can use the same nail gun they've been using for years to install hardboard siding."

He emphasized that if dealers don't know the product. they fail to serve the builders. He said dealers can contact their manufacturer to find out about product knrrwledge senrinars in their area.

Dclc Halverson. who works out of Capital Lurnber Co.'s Chino. Ca.. DC, said there really shouldn't be any reslstance to fibcr cement siding. "l've installed it." hc said. "It's a little more intense than other installations.

BUILDERS often want to use fiber cement siding, but often it is the installtion crews who resist, fearing that it is too intensive or pre- but I'd never hesitate to use it." sents nailing problems. Experts emphasize that dealers must make an effort to educate builders and their crews,

Halverson said Capital works with James Hardie to provide dealers with detailed literature and installation guides to pass on to builders and their installels.

Those familiar with fiber cement siding say that once a builder receives a proper introduction to fiber cement siding, the compliments usually corne rolling in.

As Jon Carter. who owns Pop and Sons Construction in Georgia. said, "Is there a perfect siding for the irlperf'ect construction world'l Is there a siding that Iooks. paints, and nails like wood but can last through a 30year mortgage'/ The answer is yes. It's called f iber cement siding."

$iding Educaiion On The Web

Dealers can now refer their builder customers to the Internet to learn about fiber cement sidingand earn educational credits in the process.

Approved for American Institute of Architects, American Institute of Building Design, and Construction Specifications Institute continuing education credits, "Fiber Cement Siding: Traditional Aesthetics, Modern Technology" is the newest offering from the CertainTeed Building Solutions Professional Education Series.

The course will assist builders and architects to better understand the appropriate use of fiber cement siding with respect to design and historical considerations, quality issues, proper installation techniques and manufacturing processes.

The Building Solutions courses are completed over the Internet and forwarded to the professional associations for continuing education credits.

"CertainTeed is dedicated to helping building industry professionals maintain professional association membership, maintain state licensing and remain current with new construction technologies," said Brooks Williams, marketing manager, CertainTeed Fiber Cement. "Fiber Cement is still very new in the building and construction industry. As the demand for the product grows, so does the need for professional education."