From first phone to first phone app

cultural base, so the company grew by supplying pole barns, hog houses, even building trusses. Today, Woodford serves custom builders, remodelers and commercial accounts. Thanks to this commitment to gazing into the future, the operation has newly remodeled and expanded its retail space and showroom to encourage homeowners to stop in, too. In fact, despite the economic turmoil that, yes, has hit Clear Lake's builders as well, Jan has just hired another staffer-"an opportunity too good to pass up"another woman with strong design background, bringing Woodford's total personnel to seven.

"They're experienced, they know what they're talking about, and"-here's the clincher-"they're customerfocused. In this work environment, they see they're appreciated and feel they make a difference," Jan emphasizes. "And that carries over to the satisfaction gained from helping customers on what will probably be the most important undertaking of their lives."

Thus, Woodford offers clinics for do-it-yourselfers in skills such as painting, and steers key vendors to its con- tTt"t Crvrl Wen was recent history when Woodford

I Lumber & Home was founded in Clear Lake, Ia., back in 1869. Five generations later, it's still flourishing in this bump in the road (pop. 8,300) off Interstare 35.

Looking back upon company achievements is intriguing, and good for bragging rights. Two years after Alexander Graham Bell secured his patent, Woodford's owner was pivotal in bringing telephones to town, along with that other radical, new amenity, electricity. After making do with horse-and-buggy deliveries, he was among the first to take advantage of the new railroad connection, which also brought celebrity orators like William Jennings Bryant, Booker T. Washington, evangelist Billy Sunday, and prohibitionist Canie Nation to Clear Lake's buzzing summertime Chautauqua circuit. But while company history fills fascinating scrapbooks, it doesn't do much for survival in 2012.

"Evolve?" fifth-generation president Jan Lovell reacts to a reporter's question. "You have to! Every business has to reinvent itself to meet changing customer needs. That's how we've survivedl"

In the heyday of the Seventies, this was a strong agri- tractor customers to impart savvy, too. But it gets even more personal: "We believe in relationships," insists the president. "To strengthen those relationships with our contractors, we sit down with them and beg for feedback: What are we doing well? What can we do better? We learned, for instance, about their delivery needs. We used to promise 'As soon as we can,' but we've learned from them that they need us to be much more specific." pany undertakes to educate its customers on the importance of environmental concerns, and the mission is becoming easier every year: "People are understanding the low-VOC part, so the interest has really grown in the past couple of years. It used to take a lot more effort to promote. "

Woodford recently added a drive-through for their convenience. And inside the store, there's a special contractor corner with coffee and peanuts and conversation' "Plus, we recently upgraded the power tools selection and joined a national buying co-op. You've got to keep moving forward," she reiterates.

(Jan continues to walk the talk; she's designated the store as a drop-off point for Habitat's ReStore recycling project in Mason City, eight miles away and eight miles too far for many a homeowner's minivan to carry.

She's served as chair of Clear Lake's Earth Day for the past 15 years, following in the footsteps of her grandparents, environmental activists who donated the island in Clear Lake to the state. The company has also saved a mile-long natural stretch of the lake's heavily-developed shoreline by gaining a conservation easement to allow folks to enjoy its natural beauty. "People need a balance in their lives," Jan advocates.

From low-impact to high tech: Looking at the future once again, Woodford has become adept at electronic marketing. It boasts a Facebook page and interactive website that includes a homey family history "written" by C.R. Woodford, who arrived here at age 18 in 1879 to join his uncle's business. (Jan admits that "in my first life" she worked as a newspaper reporter and editor before returning to Clear Lake 25 years ago, so it's possible that she's the one, um, channeling C.R.)

The website also features a photo gallery ofprojects and salvos by their uber-satisfied owners. "Working with Woodford was an awesome experience! They went above and beyond the line of duty when it came to finding unique products and solutions for our new home," attest Scott and Julie. "It was a wonderful experience working with the Woodford staff. They came to our home and helped us design our new deck. We couldn't be happier!" glow Tom and Janice. Architect Randall Cram adds a professional appraisal: "Woodford has always provided me with the expertise, knowledge and quick service to make informed decisions as a designer. The quality of their materials... is unsurpassed."

"We're also helping these builders become more proactive in using technology to help themselves; they can email us, and we have a Woodford app that makes it easy to contact us 24 hours a day." To woo commercial accounts, Jan sends out letters of introduction, then sets up personal meetings, involving vendors in the conversation who can ease and speed their business, too.

She keeps tapped into the pipeline on product trends to assure that Woodford's lines keep on evolving, too. And when that meant adding more retail space, fine-even at the expense of pride and history. "We removed my father's office," she laughs-"a big step, both literal and figurative, because times are changing and we needed room to put in a signature paint store for Benjamin Moore-which is helping us attract new customers."

Another reason to partner with Ben Moore, Jan feels, is because paint represents a project every homeowner can afford. "Remodeling is where the activity is, these days. Even when money is tight, everybody still wants to spruce up."

Because these "incredible pioneers," as she deems the outfit, offer no- and low-VOC paints is another reason they're a good fit with Woodford, where going green is more than a marketing plan, it's a moral stance. The com-

Attracting new business, of course, is crucial to any company, especially one that boasts 143 years in operation' Jan uses direct mail to her pro list. Mass mailing to homeowners, however, has run its course. "Now, we're more targeted-more bang for the buck," she explains. We also participate in the annual home show in Mason City as a way to attract clients. And we're training our staff to pay more attention to cross-selling"-maybe the brush and drop cloth to go with the Benjamin Moore paints. Hey, even new kitchen cabinets or replacement windows. Or, how about a steel roof?

Looking into the future of the company, "we're very positive," Jan declares. "We've remodeled, we've added staff. There's a growing population here. We just need to keeP listening to people's needs, to do things better. "

Finally, I just had to ask: generation six? "My son is 19," she says. "But we don't want to push..."

Carla Waldemar cwaldemar@comcast.net