K EYSTONEBUILDER Can social networking put your company ahead of the rest? See inside for details. Can social networking put your company ahead of the rest? See inside for details.
KEYSTONEBUILDER Can social networking put your company ahead of the rest? See inside for details. A publication of the Pennsylvania Builders Association • www.PaBuilders.org • May/June 2010 A publication of the Pennsylvania Builders Association • www.PaBuilders.org • May/June 2010
A publication of the Pennsylvania Builders Association • www.PaBuilders.org • May/June 2010
Make Make Technology Technology Work for You Work for You How utilizing the latest advances How can utilizing theyour latest advances further business can further your business
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Volume 7 • Issue 3 • May/June 2010
Keystone Builder
14 Member spotlight Timberland Builders: Perseverance, flexibility are key
4 President’s message Technology helps members
6 Are social media sites right for your business? Discover how to tie all of the chatter into growing your business
12 The Drexel Smart House Renovating an urban home into a “living laboratory” is one year closer to reality
Member Insider Come and get your Web-enefits . . . . . . A On the hill. . . . . . . . . . . . . . . . . . . . . . . . . . . B Clicking with the greatest of ease. . . . . C Products spotlight. . . . . . . . . . . . . . . . . . . D
Cover designed by Laura Kauffman Pyne
Associate Vice President Ron Agulnick, HBA of Chester/Deleware Secretary Warren Peter, Indiana-Armstrong BA Treasurer Joseph Harcum, Wayne County BA Immediate Past President Gene Kreitzer, Lebanon County BA Executive Vice President Doug Meshaw Editor Laura Kauffman Pyne Associate Editor Scott Elliott
PrintComm Staff Publisher Kevin Naughton Assistant Editor/Publication Director H.J. Hormel Graphic Design Jason Gabel Advertising Sales Manager Brenda Poe
President’s message
Vice President Ray Venema, West Branch Susquehanna BA
by Joseph Mackey • PBA President
President Joseph Mackey, Pocono BA
Technology helps members
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s summer approaches, it’s time to focus on other new beginnings in your business, as well. You’ll find that this issue of Keystone Builder takes a look at how various aspects of technology can help all members of the Pennsylvania Builders Association enhance their business promotions. My message is simple; try to embrace it – over time you’ll see growth. I guarantee it.
PBA uses the Web to fight the 2009 codes The past few months have been busy with PBA’s efforts to fight not only the implementation of the 2009 building codes but also government interference in the lives of private citizens. Two of our major battles have been fought online. One of these was our Call to Action letter, which allowed members to fill out a form on our Web site that sent an e-mail to state senators. Similar past efforts have elicited around 700 responses. However, partly by publicizing this issue via social networking sites, we achieved more than 1,600 responses on this campaign. Additionally, PBA posted a powerful YouTube video that highlighted the corruption of the International Code Council’s voting process. Many viewers have posted positive responses, and an online debate has ensued. Without the ability to post this video for the world to see, this corruption could have continued undiscovered. These two examples demonstrate how your association has embraced new technology to work smarter and more cost effectively.
Advertising Sales Jeff Pinwar • 800-935-1592, ext. 118
Personal experiences with social networking
Address correspondence to: Keystone Builder 600 North Twelfth Street Lemoyne, PA 17043 Phone: 800-692-7339 or 717-730-4380 Fax: 717-730-4396 Web: www.PaBuilders.org E-mail: selliott@PaBuilders.org
In my own life, I have used the social networking site Facebook as a way to reach out to not only personal contacts but also to business associates and potential clients. This tool requires only an active e-mail address. Through it, I have reached out to many people and have found that it’s an excellent way to keep in touch and to post business updates. I am also able to link to other businesses’ Web sites, thereby promoting some of my business associates, too. This free tool has become invaluable to my business.
Advertising does not imply acceptance or endorsement of the products contained in the publication.
Continued on page 10
Publishing and advertising sales services provided by:
Where’s Joe? 2929 Davison Rd. • Flint, MI 48506 Phone: 800-935-1592 • www.printcomm.com An Exclusive Publication of the PBA Keystone Builder magazine is published six times a year by the Pennsylvania Builders Association®, Editorial Offices, 600 North Twelfth Street, Lemoyne, PA 17043. With the exception of official association announcements, the statements of fact and opinion that are made herein are the responsibility of the authors alone and do not reflect an opinion or philosophy of the officers or the membership of the PBA. Materials may not be reproduced without written permission from the PBA headquarters. POSTMASTER: Send address changes to Pennsylvania Builders Association, 600 North Twelfth Street, Lemoyne, PA 17043. SUBSCRIPTIONS: Subscriptions available through membership to the Pennsylvania Builders Association.
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A review of your president’s activities March 2 Codes taskforce conference call March 4 Lackawanna BA installation banquet March 5 West Branch Susquehanna Home Show March 10 Pocono BA board meeting March 10 Interview with Pocono Record (home town newspaper) March 17 Build-PAC Trustees’ conference call March 20 Pike County Home Show March 23 Lebanon Home Show March 31 Chesapeake Bay strategy meeting in Delaware April 17-18 Exhibiting at Pocono Home Show April 21-24 Legislative conference in Washington, D.C. April 28-May 1 Builder-20 meeting in Jacksonville, Fla. June 3 Urban Land Institute forum at East Stroudsburg University June 13 Joe’s birthday!
Use this message in your advertising; help PBA grow! www.PaBuilders.org • 800.692.7339
Gene Kreitzer, PBA Past President, 2009
I’m a proud PBA member...Are you?
Are social media sites right for your business? by Tess Wittler ou’ve heard the buzz surrounding social media. People are blogging, tweeting, texting, friending and linking all around you. You may even be getting in on the action, connecting with old classmates or distant relatives. But how does all this chatter tie into selling a home or getting another remodeling project? To understand the benefits of social media, you need to first understand what exactly these sites are. Carol M. Flammer, author of “Social Media for Home Builders,” shares this definition:
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Social media are the set of Internet tools that allow for interaction and conversations between users. These tools include blogs, wikis, forums, videos, social bookmarking, and social networking. Unlike early [W]eb sites, which were static like a brochure, social media sites are interactive and encourage users to converse, opine, and lend expertise. They encourage users to add original content.
Pictured are various social networking logos that you’ll encounter as you surf the Web.
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In short, social media sites are about connecting, interacting and building relationships.
Why use social media? To be successful with social media efforts in your business, you must first understand why they work – which may be different for each company – because they aren’t a one-size-fits-all channel. Once you figure out why they are important for your business (i.e., what you wish to gain), you can then decide which platforms are right for both you and your target audience. One of the biggest benefits of businesses participating in social media is that the sites make these businesses more accessible to others and put them right in the middle of the conversations people are having. They are, by far, some of the most powerful business tools available today because, when used properly, they open doors and demonstrate expertise. “If you share tidbits of knowledge, a community will be built around you,” explained Chris Fasnacht, director of interactive services for Synapse, a marketing support firm based in Lancaster. “With a strategy and some work, you will be able to convert your online community into the best customers any business wants – loyal, returning ones.” Social media are also influential tools in public relations efforts. Businesses and organizations are announcing awards and publicizing events online, bypassing traditional media all together. And the best part? The news is actually getting out to their customers.
Where to start? Before you begin using social media, you need to have a plan. Unfortunately, too many businesses think, “We need to get in on this social media stuff” without knowing why. Your social media plan should be strategically thought out just like your business and marketing plans. “The three major strategies for using social media are: marketing, networking and optimization,” said Dr. Ira S. Wolfe, president of Success Performance Solutions. “It is important to understand that marketing isn’t selling; it’s staying in front of your audience. Networking is building your connections, and optimization is the keyword ‘food’ for search engines to give your business a higher ranking.” The hub of your social media activity is your Web site. Flammer noted that a site should be “sticky” and “hold users’ attention and encourage them to visit multiple pages on the site.” She further explained that Web sites need to be built with the latest technologies and should be easily navigated with mobile devices. The goal is to build a professional-looking Web site, since your social media strategy will direct visitors back to your Web site and/or blog. From there, you’ll capture visitors’ information and build your list of prospects – through newsletter sign-ups, free reports and contests.
Facebook Fan Page Your blog
Of all the tools, your company’s blog is the most likely to net return on investment and show almost instantaneous success. “A well-built, optimized blog will become a top referral source for the company Web site,” wrote Flammer. That’s the good news. The bad news is that a blog also can be the most time consuming because it involves writing several keyword-rich posts a week in order for you to harness those results. LinkedIn is an online Rolodex on steroids. With more than 63 million users worldwide, many professionals use this social media platform to build their connections and establish their “expertise” by answering questions. “LinkedIn has allowed me to connect with key decision makers who are sometimes hard to reach by telephone,” said Lori Fetterhoff, Continued on page 9
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Your Company Website LinkedIn
Flickr
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Fasnacht explained, “Builders can post pictures on Flickr with links back to their blog for further details, and the same concept can be applied to YouTube with videos. From there, they can share the information and links on Facebook and Twitter, and eventually, everything points back to their Web site – which sells their products and services.”
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Common social media tools Now that you know where to start, let’s look at some of the more common social media platforms other businesses use as part of their overall marketing strategy.
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May/June 2010 • Keystone Builder
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Promote your business for FREE What could be better for your company than a customized promotional article in the state’s premier homebuilding magazine. Oh, and did we mention our Member Spotlight is free? For more information, please contact Laura Pyne at lpyne@PaBuilders.org or 800.692.7339, ext. 3011.
Your Photo Here
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MemberInsider May/June 2010
Come and get your Web-enefits by M.H. Morrison f course, the Pennsylvania Builders Association’s Web site is viewable by anyone who types PaBuilders.org into a browser. But, for members, there are special, highly valuable sections of the site that are available to them exclusively.
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Keystone Builder magazine So, you’ve loaned your issue of Keystone Builder magazine to another employee at your company and you want to see an article. No problem. Past issues are available, using special technology that allows you to flip the virtual pages just like a printed magazine. Click on the magazine cover on the right-hand side of the home page to find the issue and story that you need.
Building permits One of the most popular sections of the PBA site is the link to U.S. Census data on building permits. Find this under the “Newsroom” tab and scroll down to “Building permits” in the pull-down menu. Members can look up Pennsylvania building permits by county or township and by month or year.
This model agreement – which is intended for new homebuilders only – is provided by PBA for use by its members solely as a sample in developing, in consultation with the member’s own legal counsel, a form agreement. Please contact your local builders association for model contracts related to the new home improvement contractor registration law.
PBA logo
‘Listen and Learn’ seminars
The PBA logo is available to any active association member in good standing. Using this logo on everything from T-shirts to Web sites helps to show your company’s commitment to professionalism and the industry. To download the logo, go to the “Education & Resources” tab, and scroll down to “PBA logo and logo usage guidelines.”
One great benefit of belonging to PBA is the opportunity for professional development. But you can’t always get away from the job site to attend a seminar. That’s no longer a problem, thanks to PBA’s effective use of Web technology that offers audio-based professional development seminars online under the “Education and Resources” tab. From the pull-down menu, scroll to “Listen & Learn seminars.” These audio seminars are usually five minutes or less in length and are available around-the-clock, whenever you have time to listen, even at 2 a.m. For all of these member benefits and more, visit PaBuilders.org.
Model building contract A model building contract can be downloaded by going to the “Education & Resources” tab, and selecting “Model building contract” from the drop-down menu.
Member Insider • Keystone Builder
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Fighting code corruption: PBA works to repeal current building code
T On the hill
he Pennsylvania Builders Association has used, and will continue to use, a variety of communication tools to inform the public about how Pennsylvania’s 2009 Uniform Construction Code will have negative implications for all the state’s residents. The campaign began by educating legislators, the public and PBA members about the corruption behind the code changes led by fire service groups during the International Codes Council’s debate about fire sprinklers in September 2008 in Minneapolis. The corruption was made public when videos were posted on the YouTube Web site of public testimony given by Gail McCauley, a White Township supervisor in Indiana County. McCauley described how fire service representatives were bused en masse to the ICC meeting to sway the voting on two key sprinkler decisions, and then bused away, missing votes on other equally important fire safety building code measures. The videos are available by visiting www.YouTube.com and searching the site using the keywords: PA sprinklers. McCauley’s testimony was presented and taped on Oct. 6, 2009, before the Pennsylvania Senate Labor and Industry Committee.
PBA offers a reasonable compromise While fire service groups have worked to discredit PBA and homebuilders in Pennsylvania on this issue, PBA, instead, has offered a compromise solution to address the controversial issue of fire sprinkler installation in residential construction. PBA is proposing the reasonable compromise position that homebuilders in Pennsylvania be required by law to offer sprinklers as an option to all new homebuyers. This provides for consumer choice on sprinklers, instead of a heavy-handed government mandate. This approach would ensure that consumers are aware they can install sprinklers in their new home, but it
Providing factual information for informed decisions The Pennsylvania Builders Association is working to make accessible to members, legislators, reporters and the public extensive educational resources about the Roll Back the Code campaign and the misguided government mandate on residential fire sprinklers. As part of Roll Back the Code campaign, two new Web pages have been created. Both are accessible from PBA’s home page at PaBuilders.org. One page is devoted to the issue of rolling the code back to the 2006 version and includes breaking news stories, legal documents, links that share what members of the public are saying and related video clips. The second Web page focuses solely on the sprinkler debate and includes a section of misstatements about sprinklers with a follow-up of factual information. To learn the latest about PBA’s code fight, visit PaBuilders.org.
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would not force expensive sprinkler systems (costing $8,000 or more per home, according to PBA research) on the vast majority of consumers who are satisfied with the performance and much lower cost of hard-wired smoke detectors. For years, the state’s Uniform Construction Code has required the installation of hard-wired smoke detectors in all new homes.
Code battle goes to court and the state Capitol As this issue of Keystone Builder goes to press, PBA is continuing its lawsuit to win a legal judgment that would rescind the expansive 2009 building code. Most recently, a motion to reconsider was filed in response to Commonwealth Court Judge Johnny Butler’s earlier denial of PBA’s petition for a preliminary injunction to stop the 2009 code’s implementation. On March 30, Butler refused to reconsider his initial decision. Additionally, a motion for summary judgment was filed March 19 in an effort to accelerate the court’s hearing of PBA’s complaint. The lawsuit seeks to return Pennsylvania to the regulations in the 2006 building code for a period of three years. This would provide time for public debate about how to best improve the state’s process for developing building code requirements. Currently, Pennsylvania automatically updates its building code every three years, which is simply too often and is causing a financial hardship for new homebuyers, especially during a sluggish economy. The many new requirements in the 2009 code will add $13,000 to the cost of a new home. Other states don’t update their code as often, which helps keep new homes more affordable, while still ensuring quality construction. Concurrently with its court case, PBA is working in the state’s general assembly to address code issues and continues to encourage members to contact their senators and representatives about legislation that would roll back the code to the 2006 version.
Codes coalition continues to grow The coalition fighting the 2009 code and its many mandates continues to grow. PBA’s position to roll back the code has been endorsed, most recently, by the Pennsylvania Housing Alliance, the Pennsylvania Residential Owners Association and the Pennsylvania Apartment Association. Other members of the codes coalition include: the Pennsylvania Association of Realtors, the Pennsylvania Manufactured Housing Association, the Pennsylvania Modular Housing Association, the NAHB Log Home Council of PA, and the Pennsylvania Association of Township Supervisors, in addition to PBA.
Clicking with the greatest of ease by M.H. Morrison t some point in surfing the Web, everyone has come across a site that is nearly impossible to figure out. Even if the products and services from the company are superior, the visitor is not likely to stay and is even less likely to make a purchase. The goal of any Web site is to prompt action, explained Kris McCurry, partner and chief results officer at Brave New Markets in Owings Mill, Md. She is also the company’s expert on marketing for the home improvement industry. To get a positive action, such as a purchase or a quote request, there are a number of tricks of the trade.
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Say it short One trick is to write short sentences and paragraphs. McCurry said the site needs to have enough text to entice visitors but not so much to overwhelm and ultimately lose them. Short and concise does not apply to ALL Web pages, however. In order to be have a Web site land near the top of the results from search engines, pages must contain enough content to convince the search engine that the site is relevant and knowledgeable.
Pricey decision Pricing for remodeling work should not be included on the Web site, according to McCurry, because there are too many variables. On the other hand, pricing for new homes should be included. “If consumers see a price of $3,500 for a new roof, for instance, they may get mentally locked on that price. Then, the home improvement company comes out and specs the job, determines it needs unexpected work, like rotten plywood replacement, and it blows the $3,500 price out of the water. The homeowner is disappointed,” she said. “You’re risking it looking like a bait ’n switch scenario.”
Putting in a good word Another way to boost Web site sales is to include testimonials. “Homeowners want to know that you have done work for others in their community, and that they were happy with what you did,” McCurry explained. When she works with contractors or builders, she recommends a process to survey clients after job completion when the homeowner will have great things to say. With their permission, these comments can be used as testimonials.
Keepin’ it fresh “We recommend updating Web sites once a month at a minimum,” she said. “That does not mean the entire site needs to be changed, just some content here and there.” The site should be as accurate as possible. That means that changes in products or services should be updated as soon as possible. Visitors expect to be able to get anything that they read about on the site.
Web site design tips Kris McCurry from Brave New Markets, an expert in home improvement marketing, has provided five additional quick tips on making a Web site user friendly. ● Avoid the over-use of animation, low-quality images and dark colors. ● Don’t hide your contact information. Make sure your phone number is prominently displayed on EVERY page of the site and that any Estimate Request forms are easy to find and use. ● Add an e-mail sign-up form. Many people will voluntarily give you their e-mail address so they can receive special offers and information. ● Track visits and inquiries so you know how well the site is working. Check out Google Analytics for a free, easy tracker. ● Promote your Web site in your other marketing – print and phone book ads, mailers, e-mails, etc. – as well as in your e-mail auto-signature.
Member Insider • Keystone Builder
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Products spotlight
Don’t fear technology
No matter where employees may roam they can stay in touch with my1voice.
by M.H. Morrison rom answering phones to protecting data, technology can be a builder’s best friend by saving time and money, all the while providing better customer service to consumers.
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Virtual receptionist and more The my1voice virtual phone service from Protus includes a phone number, virtual receptionist and more for as little as $10 a month. The virtual receptionist directs calls to the appropriate extension or voicemail, without any work. My1voice also offers the As the name implies, Pansonic’s Toughbook mobile computers are built to protect data no matter what.
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option to have professional voice talent record a custom greeting at no charge. The service can include a toll-free or local number. With unlimited extensions and a dial-by-name directory for the caller, all employees can be reached through this one number, whether they are in the office, mobile or working remotely. In addition, this service includes features such as converting voicemail to e-mail and text message voicemail notifications, ensuring that company employees know when they have a voicemail, even while away from the office. For more information, visit www.my1voice.com.
Toughbook: Rugged and reliable Panasonic Toughbook mobile computers are built to protect data and keep performing in a wide range of conditions. The rough and tumble computers have been engineered to withstand drops, spills, dust and grime. In addition to Toughbooks’ rugged reliability, these computers are cost effective and have become a customer favorite. While Toughbooks do cost more than other laptops, their durability has made them a good investment for many businesses. Compared to conventional computers, these mobile computers are designed to increase uptime and reduce repair costs. These advantages result in a lower total cost of ownership and a greater return on investment. In a recent Forbes.com article, a company that services overhead cranes reported that after a fall of 50 feet, its Toughbook was destroyed but the hard drive was easily popped out and put into another unit. Amazingly, no data was lost. For more on Panasonic’s Toughbooks, visit www.toughbooks.com.
Social Media Continued from page 7
account executive for Residential Warranty Company. “It has also provided me the opportunity to post important updates about my company such as helpful hints and new products. An additional benefit I have also found is that some of my weekly updates have prompted new leads to connect with me.” Another benefit of using LinkedIn is the wealth of knowledge-sharing that can take place in group discussions. Fetterhoff continued, “One of my favorite features on LinkedIn is the ability to open discussions under specific groups that I belong to. I have received a lot of feedback and ideas from people in my groups in response to questions I have posted.” Facebook has been described as a 24/7 cocktail party, and many savvy businesses are already active guests to this party.
Here’s why: Of the more than 400 million active users, 50 percent log onto Facebook every day. The average user has 130 friends, spends 55 minutes per day on Facebook and becomes a fan of four pages each month. Who wouldn’t want to be a part of this party? “The number one rule is to set up your business as a ‘Fan Page’ – not a profile,” said Wolfe. He explained that a Fan Page allows your business to be separate from your personal profile.
Lennar Homes does an amazing job at using Facebook to interact and engage with its customers. Not only does it run Facebookonly contests for company “fans,” it also has the Fan Page tied in other social media platforms such as YouTube and Twitter. Flammer wrote, “Home builders who are successful on Facebook have built relationships with co-op real estate agents or existing home owners who are happy to cheerlead for their favorite builder.” Continued on page 10
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Big Builder magazine surveyed industry professionals to determine how they integrate online tools into their marketing strategies. Here are the results: ● 60 percent said they were active in the social media sphere. ● 34.3 percent said they were considering becoming active. ● Facebook and Twitter were the most popular sites among builder respondents (85.7 percent). ● Other popular platforms included LinkedIn (80 percent), blogs (45.7 percent) and Craigslist (37.1 percent). ● 82.9 percent of respondents said that that their primary reason for social networking was to increase brand recognition. ● 66.7 percent were using social networking to drive traffic and sales. ● 66.7 percent were using social networking to generate sales leads. Source: “Social Media for Home Builders” (2010) by Carol M. Flammer, p 1.
Mechanicsburg, Pa 17055 (717)697-9209 (800)252-4201 Fax(717)697-9501 LeetsdaLe, Pa 15056 (724) 251-0555 (800) 516-1681 Fax(724)251-0777 WiLkes-barre, Pa 18702 (570)824-9879 (800)955-9339 Fax(570)824-9848
At Norandex we cater to builders. Our menu includes an extensive line of top-quality exterior building products, including: Siding, Windows, Doors, Soffit, Storm Products, Gutters & Downspouts, Manufactured Stone, Skylights, Vinyl Fence, Deck & Rail, Shutters, Accent Products, and more. Our experienced professionals at your local branch make sure your order is precisely processed, and is delivered where and when you want it. For quality products and dependable service, call us. We’ll cater to your needs.
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May/June 2010 • Keystone Builder
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Social Media Continued from page 9
Twitter is a micro-blog that essentially allows users to send a text messages to all of their followers. Each message, called a “tweet,” can only be 140 characters long, which makes being concise imperative. Twitter is a remarkable tool. It allows you to find people and businesses and others to find and have access to you, too. In addition, Twitter is a great information hub, and many businesses use this forum to educate their followers. For example, builders and remodelers can share home maintenance or energy-efficiency tips with their followers. Flammer advised, “You must follow the right people on Twitter. [Those] are consumers who will either buy from you or will influence someone else’s decision to buy from you.” Two more great tools are YouTube and Flickr. YouTube is a video-sharing network that makes it the ideal platform for builders to share communities, projects and even virtual tours.
Recessed Dryer Exhaust Finish the Laundry Right Protect Exhaust Hose Neatly in the Wall
“You can use it to teach about an aspect of remodeling, show off a Parade of Homes project or help a client view a specific room or home feature from a remote location,” wrote Flammer. Similarly, when used properly, Flickr, a photo gallery site, can be a powerful part of your marketing arsenal, especially for the building community. “It’s taking the print brochure to a completely different level. When you upload your photos to Flickr, take the time to properly name and tag them. Use your company name, location and even the development/community name,” said Wolfe. The tags become extremely rich content for Google and other search engines, and if Google can find your content quickly, so can your consumers. If you do nothing else in the social media realm, you must take advantage of Google Alerts. They are free and allow you to keep an eye on your business, monitor the competition and hear what others are saying about you. Set up alerts with your name, your company’s name and your products, and see what comes up. If no alerts are generated, it means no one is talking about you on the Internet – and that reveals that your business isn’t creating any chatter either. No talk equals easily forgettable (or, worse, already forgotten). The key to being successful with social media is to have a clear strategy in mind. Start small, keep it simple and build it over time. Working with social media is never a campaign that begins and ends in a matter of months. It is a long-term commitment to engage your audience and build relationships with them. s
• Eliminate One Elbow • Minimize Service Calls • Install Cleaner & Faster Model 425 — 22 Gauge Aluminized Steel Shown Painted
President’s Message Continued from page 4
PBA provides help to get started
Make your homes safer, roomier and more efficient. With a Dryerbox®, the dryer can be placed flush to the wall without the risk of crushing the hose or restricting airflow. Model 4D (left) Downward Venting Model 425 (right) Upward Venting
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I Keystone Builder • Member Insider
I’m not sharing this with you hoping you’ll take the time to figure it out on your own. No, PBA is here to provide a helping hand. In fact, for the past month, PBA has been developing a seminar to help members learn more about social networking and how these sites can benefit their businesses. Keep checking our Web site at PaBuilders.org and the Trade Secrets newsletter for more information.
The time to try new technology is now You may have no clue what social networking is, or why it’s so important to give new technology a shot. But keep reading. Inside we’ll provide answers and practical applications. Maybe it’s not the time to revamp your business, and I understand. Just keep an open mind and try a few of our helpful hints. You might like the results you see. It’s a new season and a new decade – maybe some new technology is exactly what your business needs for a successful jump-start. s
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Need a new network? 10 May/June Keystone Builder Pub Ad V2 .indd 1
4/5/10 8:49:20 PM
Forget the classifieds, PBA has what you really need...
Use our online tools to connect with thousands of contacts across Pennsylvania: • stay in touch with other members • build relationships with business owners and contractors • connect with new clients • receive breaking news updates and other instant information from PBA
Search for us on Facebook, Twitter, and LinkedIn... It’s your chance to get connected! Need help? Call Laura at 800.692.7339, ext. 3011
May/June 2010 • Keystone Builder
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The Drexel Smart House One year closer to reality
by Tess Wittler he Drexel University Smart House is a student-led project that will renovate an urban home to serve as a “living laboratory” for exploring cutting-edge home design and technology. When completed, this house at 35th and Race streets in Philadelphia’s cultural Powelton Village will function as a home for students and as a testing site for new technologies that are meant to improve and simplify life in five areas: environment, energy, interaction, health and lifestyle. Over the last four years, students – with majors ranging from engineering to interior design – have dedicated thousands of hours to this project. During any given semester, more than 200 students are connected to this multidisciplinary project with one common goal: to provide an exemplary model and testing environment of an improved approach to home life, while specifically improving the lives of the individuals inhabiting the house. Since the Drexel Smart House appeared in the May/June 2009 issue of Keystone Builder, there has been a lot of progress.
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Architectural plans released The most newsworthy event in the last year is that the Drexel Smart House’s architectural plans have been revealed. Although the design was decided upon internally in late 2008, the students spent much of 2009 working with industry professionals on the feasibility of their design. “We held many private sessions with a number of stakeholders in the industry,” explained Cody Ray, president of Smart House. 12
I Keystone Builder • May/June 2010
He is earning degrees in electrical engineering (undergraduate) and computer science (graduate). “Our goal was to put our conceptual ideas onto paper, make them realistic and affordable where we could, and figure out how to bring them into practice.” There are many sustainability and state-of-the-art features integrated into the design. On the west side of the home, a rain-screen, breathable wall system will be added to the existing palette of stone, brick and wood materials. The home will have a third floor indoor/outdoor room complete with accessible green roof, and the north side will integrate passive ventilation into a new three-story solar chimney and make use of an operable glazing system. On the exterior, the facade will undergo masonry restoration. A new porch, roof and front steps will be installed to further restore the building’s historic presence. A new rear addition will be built to serve as a classroom for university use and community outreach. “Now our biggest agenda item is fundraising,” said Ray. The initial estimate came in at a whopping $7 million. “That was way too high,” he added. “We went back to the drawing board to find ways to cut costs and eventually got it down to $3 million.” The students are currently working with Drexel’s Office of Institutional Advancement to secure cash and in-kind contributions. “Provided that fundraising efforts go as planned, we foresee beginning renovations this summer and moving students in, in the fall of 2011,” concluded Ray. To learn more or make a donation, visit www.DrexelSmartHouse.com. s
PBA PBA Premier Premier Partners Partners -- thank thank you! you! The PBA Premier Partners program is energized by an elite group of businesses taking a leadership role promoting the The PBA Premier Partners program is energized by an elite group of businesses taking a leadership role promoting the growth of Pennsylvania’s housing industry. Premier Partners provide nondues revenues that help expand PBA’s services growth of Pennsylvania’s housing industry. Premier Partners provide nondues revenues that help expand PBA’s services to members. Next time you’re bidding a project, please keep our Premier Partners in mind. to members. Next time you’re bidding a project, please keep our Premier Partners in mind. Gold level sponsor Gold level sponsor
WELLS FARGO HOME MORTGAGE WELLS FARGO HOME MORTGAGE Wells Fargo Home Mortgage is the lender you can trust to help your buyers obtain
Wells Fargo Home lender With you can trustFargo to help yourMortgage buyers obtain the financing to fit Mortgage their uniqueis the situation. Wells Home ready the fi nancing to fi t their unique situation. With Wells Fargo Home Mortgage to fulfill your customers’ financing needs, you’re fast on your way to moving ready your to fulfill yourWith customers’ financing needs,sound you’relending fast onpractices your way moving your inventory. value-added programs, andtoindustry-leading inventory. With value-added lendingfipractices and industry-leading new construction products, weprograms, can help sound you structure nancial incentives to meet new construction products, we can help you structure fi nancial incentives your buyers’ needs. Contact Chris Kulp, Regional Builder Sales Manager, toat meet 215your buyers’forneeds. Contact Chris Kulp, Regional Builder Sales Manager, at 215529-0416 more information. 529-0416 for more information. Silver level sponsors Silver level sponsors
PROBUILD PROBUILD ProBuild is dedicated to the success of the home building industry. The company’s
ProBuild is dedicated to the success of the building industry. The company’s involvement at the national, state and localhome builders association is extremely involvement at the national, state and local builders association is extremely important to ProBuild and will continue to grow. ProBuild has been, and will always important ProBuild grow. ProBuild has been, and willtechnical always be, on thetocutting edgeandof will newcontinue productstoand services, as well as providing be, on the cutting edge of new products and services, as well as providing technical and building industry knowledge. ProBuild sales representatives are thoroughly and building industry knowledge. sales representatives thoroughly trained in green building products ProBuild and can assist you in achievingareyour NAHB or trained in green building products and can assist you in achieving your LEED green certification. For more information, please contact Michael NAHB Kurpiel,or LEED green certifi cation. For more information, please contact Michael Kurpiel, C.G.A, C.G.P., market development manager, at 800-883-8800, ext 665, or e-mail C.G.A, C.G.P., market development manager, at 800-883-8800, ext 665, or e-mail mike.kurpiel@probuild.com. mike.kurpiel@probuild.com.
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Want the premier way to reach Pennsylvania’s builders with information about your products and Want the PBA’s premier way toPartner reach Pennsylvania’s builders with information abouttoyour products services? Premier sponsors gain high-level exposure and access leaders in theand state’s services? PBA’s Premier Partner sponsors gain high-level exposure and access to leaders in the state’s residential construction industry. Here, Kimberly L. Kaluzny, area builder sales manager for Wells residential industry. Here, Kimberly L. Kaluzny, area builder sales manager for Wells Fargo runs construction their information booth during a recent board meeting. Her red ribbon immediately Fargo their information booth duringPartner a recenttoboard meeting. Her more red ribbon identifiruns es her company as a PBA Premier members. To learn aboutimmediately how you can gain identifi es her company as a PBA Premier Partner to members. To learn more about howoryou can gain this target market exposure, please contact Bill Lapitsky at 800-692-7339, ext. 3030, blapitsky@ this target market exposure, please contact Bill Lapitsky at 800-692-7339, ext. 3030, or blapitsky@ PaBuilders.org. PaBuilders.org.
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For more information on the PBA Premier Partners program, please contact Bill Lapitsky at PBA at 800-692-7339, ext. 3030, or via e-mail at blapitsky@PaBuilders.org. For more information on the PBA Premier Partners program, please contact Bill Lapitsky at PBA at 800-692-7339, ext. 3030, or via e-mail at blapitsky@PaBuilders.org.
May/June 2010 • Keystone Builder
I 13
Member spotlight
Timberland Builders Perseverance, flexibility are key
by T.W. Burger ich Doncals did not start out to be a homebuilder. “I have an accounting degree from Washington and Jefferson College,” he said. “I went to work for a developer” of a commercial real estate development and management company. “I worked my way up to vice president. Then, in 2001, I left and started Timberland. Accounting was all right, but it’s a lot more fun doing construction.” With his business located in McMurray, he is currently serving on the Board of Directors of both the Washington County Builders Association and the Pennsylvania Builders Association. He has been involved in the associations from the get-go.
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Giving the industry a voice “We talk about things we have to deal with. Sure, we’re competitors, but we all face the same obstacles, whether it’s dealing with DEP [Department of Environmental Protection] on permits, or township inspections, we talk about overcoming the same things. I guess you could say we share war stories. “I became active. Now, I’m on the board of directors of our local association, and on the state board of directors. It is important to be represented in the state for lobbying and legislative reasons. The industry has been taking a beating lately, and if we don’t speak up, we’re going to get run over.
It’s important that all the people in this industry become active and become verbal.” Obstacles in the construction and development universe are never in short supply, he added. “There are a lot of obstacles, from time management to financing projects to just the day-to-day stuff. I couldn’t say that there’s one thing that stands out in all that.”
Perseverance is key Being in the business has taught him never to give up, he said. “Keep on trying,” Doncals said. “You may not get the customer you wanted, or the house you wanted to build, but keep on swinging, you’ll get what you want if you persevere.” A key thing to remember is to stay flexible, Doncals said.
Attention to customer service “We were building a house on spec,” he said. “We were pretty far along with it, when we had a buyer who wanted it, but she needed us to make some significant modifications because she had an older special-needs son. We stopped, did some redesigning, and made it work for the customer. “As it turns out, she turned out to be a good customer for some other projects. She speaks very highly of us, and lets us show people through her house to show people who have similar needs the kind of work we did. That’s one thing you find out early; your reputation and your references are very important.” s
Business quick facts: Timberland Builders
• Owner: Rich Doncals • Years in business: Nine years • Counties of operation: Southwestern Pennsylvania region • Association involvement: Serving on the Board of Directors of both the Washington County Builders Association and the Pennsylvania Builders Association • Web site: timberlandbuildersllc.com 14
I Keystone Builder • May/June 2010
In the Northeast, propane tops fuel oil. a high-efficiency propane furnace costs $2,100 less to install and $100 less to operate annually than a high-efficiency fuel-oil furnace.
ProPane 101:
Do More With Home Heating by Understanding Regional Differences
29%
Price premium for fuel oil in Buffalo relative to propane.
In the Southeast, propane trumps heat pumps. a high-efficiency propane furnace costs 12% less to install and expels 24% fewer carbon dioxide emissions than an electric airsource heat pump.
13%
In the West, propane has your back. a high-efficiency air-source heat pump with propane backup recoups installation costs 40% faster than a ground-source heat pump with electric backup.
Price premium for electricity in Florida and Texas compared to the national average.
Greenhouse Gas Emissions Natural gas: 0.8
12–18
Propane: 0.9
Years
average lifespan of a home heating system in the U.S.
Electricity: 2.4 0
0.5
1.0
1.5
2.0
Metric tons CO2 equivalent per unit per year
2.5
In the Midwest, propane is smarter than geothermal. In a retrofit replacement, a groundsource heat pump pays back the homeowner in fuel-cost savings in six years. a highefficiency propane furnace does it in less than 12 months.
Looking to install the highest-performing home heating system? It depends on where you stand. Literally. an eye-opening new training course on comparative home heating will teach you how different systems perform differently depending on location. The course, which is free and earns you continuing education credits, was created using data from a recent residential heating study conducted by newport Partners. Train to build more marketable homes and earn CeU credits: Take our aIaand naHB-certified Comparative Home Heating course at buildwithpropane.com/training. Brought to you by the Pennsylvania Propane Foundation and your local propane service provider.
PA Propane Foundation 717-441-6040 www.papropane.com