Forward, promote!

\Zou ALREADv xNow the three most I. important factors in selling a house: location, location, location. Well, what about selling a remodeling job? Promotion, promotion, promotion.

That's the successful principle that's spelled out "survival" (and, even better, "success") to two sister companies in Port Angeles, Wa., during these challenging times. Hartnagel Building Supply, founded in 1960, and Angeles Millwork & Lumber Co., doing business since 1906 and onetime rivals, were purchased by the same individual back in the '80s.

Three years ago, when it was time for him to pass the gavel, in order to remain a robust fixture in the local market, staffers rose to the cause and each company became employeeowned.

The two yards serve slightly different markets but ioin hands to attain greater buying power, clubbing in on truck loads and pallets to complement each store's unique inventory. Angeles caters primarily to larger building contractors, with a stronger contractor sales department and more commercial and government accounts, while Hartnagel, which also serves the pros. maintains a stronger retail presence. Each store employs about 20 people, and between the two there's a little whiff of friendly competition, says Donna Pacheco, manager of advertising and promotions for both entities.

It's precisely those promotions that are balancing the books today. With custom-home building at a standstill, the company was searching for ways to connect with homeowners, says Donna, "to create a demand for projects. We came up with the idea of holding a replacement windows seminar open to the public."

Another Donna-Donna Hoyt, queen of the windows division-took it on herself to gather complete info on the weatherization rebate programs being offered, then geared it to grab the attention of (she guessed-and rightly) the clueless public.

She approached city and utility district officials to gain their participation and talked a local bank into offering rock-bottom loans for weatherization projects. (A flyer points out that a a project involving [0 windows and a sliding door, which yesterday cost $2,500, could now clock in at a mere $675 when all discounts and rebates, plus an in-store coupon, were applied. Not bad!)

Then she invited Hartnagel's qualified contractors to be present, another smart move. "Homeowners didn't have any idea whom to call," Marketing Donna reports, "so this way, they could come in and meet them face-to-face to make their choice. We put all the players together in one place." Payoff: Several of these remodeler customers reported picking up business as a result of the seminar-and guess whom they rewarded with their business?

As frosting on the promo scheme, the city has continued sponsoring ads on the local radio station pushing energy conservation, referring listeners to contractors and to. ahem. building suppliers- i.e., Hartnagel.

Well. one good promotion deserves another. "Let's see what we can do with roofing," Pacheco next decided, knowing Angeles Millwork is the largest roofing supplier on the Olympic Peninsula. "Our roofing contractors were hanging around, looking for work. So we invited them and put all our products on display in our instore sample showroom and played matchmaker again." The roofing guys returned the favor, showing their appreciation.

And last month (I'll bet you can see this one coming) there was a spring decking event. Plans were to feature several composite decking vendors and five contractors who are strong deck builders, even listing their names on advertising materialanother benefit for them because, Pacheco has discovered, homeowners who cannot attend a specific event still ask for info and referrals so the gift keeps on giving. Vendors help out with ad costs and give-away items, too.

In March-just becauseHartnagel promoted an open house to spotlight one of their contractor customers who was setting out to achieve a personal best. Contractor Chris Duff, a local kayaking legend, was gearing up for an attempt to row singlehandedly across the treacherous, 500-mile stretch of open ocean between Scotland and Iceland. "People crowded him for three hours straight," says Donna. And while the company didn't track sales, chances are strong that the altruistic endeavor paid off in bankable goodwill.

Glory accidentally descended on the paint department, too. As a True Value member, the organization had always done a good retail trade in paint. But a competitor down the street, Parker Paint, gobbled up all the commercial accounts-until it decided not to. When it went out of business, the company asked Hartnagel to BuiHing-Prodn<tson take on its brand, too. "This was a great opportunity to strengthen our commercial accounts and our relationships with paint contractors," says Donna.

But the big excitement came two years ago when a civic meeting was called to revitalize the town and grow local brands. A lady stood up and declared, "Our buildings need a facelift. Let's paint the town!"

"So, of course, we said, 'We're in! Let us help.' We approached our vendors about a better pricing program for the project and got such a good discount from them that we could offer the paint practically at cost. People donated the labor and half of Port Angeles was painted. It had a huge effect!"

But to promote the heck out of a recession, you've got to have something solid shoring up those deals. Underneath the bells and whistles, the nuts and bolts...and that requires a reputation for stand-out service. Folks know they can count on these Yards for everything from cutting keys to setting a ridge beam with a boom truck. "We know each contractor's needs and the way they want things, so we're not going to dump stuff on the curb," Donna insists. "We're really known for our metal and composite roofs, so we're going out of our way to connect with our contractor customers and vendors, to be able to wheel and deal and get the best price. We also run a custom metal shop, " she adds.

That's the domain of Brian Furfort, who'll custom-cut and bend downspouts and flashing: "Our customers have him on speed dial."

Then there's Tod, "the door doctor," who's been around for 20 years. Windows? "Go to Donna Hoyt."

That's part of the payback of a company that's employee-owned. "Everyone's got a personal stake in it, so they work extra-hard for our customers and with each other, too. It keeps our contractors loyal. Our guys become their friends; they know the way they want their accounts handled. They'll come in here first thing in the morning, hang out, have a cup of coffee, feel at home."

And maybe pick up jobs-for both Hartnagel and Angeles Millwork have made the firm choice to stay away from installation-"a conscious and continuing decision not to compete," as Donna explains. Instead, free estimates, free take-offseven free garage plans. Okay, another gimmick. And another one that works. Customers pay for the plan but get their cash refunded with the purchase of a lumber package. "We promote it every spring to create awareness, to get people thinking. Then they ask about our other packages...."

Rentals represent another vigorous niche-"a cash cow for us for a long time. Now, we're revamping the department for a new jump-startnew equipment, new energy. We need to build new awareness with a neighborhood campaign," says the gal who runs campaign central.

Survival is all about creating demand among homeowners, either to spur them to enter the brotherhood of do-it-yourselfers or refer them to professionals if it's a bigger project. Consequently, "business is picking up," reports Donna.

"We're optimistic."

Carla Waldemar cwaldemar@comcast.net