lndustry deia vu

By J. Phil Latreille President National Wood Window & Door Association

HE YEAR ahead will present many challenges, but none that fices, new babies, inlaws - you name it. In addition, many "empty nesters" and seniors, rather than flock south or to retirement communities, prefer to alter their home to suit a new lifestyle. ket. That the overall housing picture will be regrettable is well known; still, there is cause for optimism among builders specializing in repair/ remodeling and/ or high-end new homes. And along the way, lessons learned from the last recession are timely.

Today's consumers are more savvy. They know what they are looking for: a contractor whom they can trust, someone who will be dedicated to the project for the duration, an expert in the field. In response to this demand, contractors will need to continue to upgrade their skills, from sales to installation.

That is where the emphasis on education will come in. We are likely to see, for instance, an increase in the number of remodelers seeking certification. The certified remodeler (CR) designation provides special recognition to contractors who have demonstrated a high level of competency and ethical standards in the remodeling industry.

The professional remodeling industry of the nineties will continue to be diverse, highly competitive and everchanging. The successful remodeler will be one who stays abreast of the whirlwind of information, including the vast array of technologies, products and services. In short, being uninformed or ill-equipped could mean being overcome by one's competition.

With the emphasis on quality and professionalism, the high demand for reputable contractors, the aging housing stock and a decline in total housing starts, the remodeling industry should continue its pattern of sustained growth throughout this decade.

However bleak present times may seem to some, it is doubtful they could ever be worse than the situation the housing industry faced a decade ago. Reviewing a l98l LSI/ Dodge study, I was reminded of the severity of the decline: "The number of housing starts decreased 270/o between 1979 and 1980." In such an environment, what good news could the wood window and door industry find?

A great deal. Product categories simply held their own or shifted from new construction to repair/remodeling to yield only modest net losses in unit sales. One star of the last recession was the wood-panel front door.

The last recession was painful for many reasons, and this one won't be the most pleasant experience in the world either. Nevertheless, the astute builder, able to stake out his turf in the repair/remodeling and/or upscale new-home markets, should continue to view wood windows and doors as a distinct asset.

l-essons leamed in the past will help wood windows and doors to survive low housing starts... emphasis on high-end, upscale uses.