Selling more in'84

By Keith Lanning Executive Vice President & General Manager California Redwood Association

lN 1983, redlwood sold well and those involved at all levels enjoyed the profits. We can look forward to similar gains next year.

The election year, as much as anything else, creates pressure to maintain the status quo. Analysts predict interest rates will remain steady, even if it means inflation inching up. We can expect 1.5 to 1.6 million housing starts. Ten years ago, 1.5 million housing starts meant the building supply business was flourishing. Now it is different. Houses are smaller. Prefabrications. modular housing and new synthetic materials have affected the sales patterns. Commercial construction is changing as industries leave urban centers and relocate in low-rise suburban offices. All signs indicate redwood will be in an ideal position next year and throughout the '80s.

In 1984, we can expect to see more sales to the stronger markets-remodeling, light commercial and custom homes. Redwood garden grades will continue to be a leading seller to the outdoor living markets. Strong redwood sales are based on several facts. Redwood is a luxury product with utilitarian benefits. Its versatility makes it a leading seller to multiple markets.

In 1984, the California Redwood Association will mount three individual but co-coordinated product campaigns. One campaign targets the architectural market promoting the use of redwood architectural products. A second campaign directed to the outdoor living markets zeroes in on the homeowner and landscape arclritect. The program began last year to promote the traditional luxury redwood products used in fine homes an{ commercial applications will continue. These three campaigns will generate substantial demand for all redwood products.

Story at a Glance

Election year to inf luence economy. . interest rates will be steady 1.5 to 1.6 million housing starts stronger sales in remodeling, light commercial & custom homes.