GALLEHER HARDWOOD CO.

DEAIERS PROFITABLE SIDETINE_FENCES

(Continued lrom Page 6) rolling full-time during the summer, and his two crews install an averase of 20 fences a day.

This lucrative fence trade didn't just happen. It's the result of a skillful merchandising program organized by Cofiey over a period of several years.

A firm believer in advertising, Bill takes a full page ad on the back cover o{ the "Pennysaver," a local shopping guide distributed throughout Huntington Beach. In his ad, he uses ad mats to illustrate the various tlpes of fences he ofiers, each priced per lineal foot. He features an advertised special each week.

To answer inquiries, Bill had a brochure printed showing the 15 difierent {ence styles which he carries in inventory. Each is priced per foot installed, or, {or the do' it-yourselfer, per foot for materials only. He has ,*everal models displaycd at the yard and also eives free estimates on custom jobs. Most popular styles have proven to iie cedar grapestake and redrvood i/g hoard fences,

Financing on fence jobs has been worked out for the homeowner through a local bank. Lumber Land ollers three-year bank financing on all jobs over $125.

No novice in the buildinq materials busi- ness, Coffev was operating his own door business in Anaheim in 1959 when he spotted a used lumber operation that looked like a natural for a retail yard. The prop' erty was particularly attractive since it had a good chunk of frontage on the main boulevard in Huntington Beach, then a semi-rural area just beginning to boom'

Bill leveled the lot, burned all the scrap lumber left around and Lregan building Lumber Land from the ground up. Since then the yard has grown with the community, now the site of several housing tract developments. A 52-acre shopping center was recently completed across the street from the yard.

Cofiey's operation now boasts an all new