Building Products Digest - November 2010

BPD

NEW IN DECKING TREATED WOOD LOOKS AHEAD FORECLOSURE FREEZE

Building Products Digest

NOVEMBER 2010

INDUSTRY NEWS & MONEY-MAKING STRATEGIES FOR LUMBER & BUILDING MATERIAL DEALERS & DISTRIBUTORS

Osmose® MicroPro® technology has been awarded additional Green Building Points from the National Association of Home Builders (NAHB) Research Center, under the National Green Building Standard™ program.

Wood products treated with the MicroPro technology are now eligible for more green building points than any other treated wood product in the market.

By using MicroPro preservative treated products, Architects, Specifiers, Homebuilders, and Contractors are now eligible to receive up to 19 maximum possible points toward a building being certified under the National Green Building Standard.

Market research indicates that consumers perceive green homes to be a better value. Recent studies indicate that green homeowners are more satisfied and believe that green homes are higher quality, easier to maintain, more efficient, and offer health benefits.

Wood products treated with MicroPro preservatives can be used in above ground, ground contact, fresh water immersion, and critical structure end uses.

Visit www.GreenApprovedProducts.com for details.

For more information about MicroPro and Osmose preserved wood products visit www.osmosewood.com.

MicroPro pressure treated wood products are treated with Micronized Copper Quaternary Compounds or Micronized Copper Azole. MicroPro treated wood products are produced by independently owned and operated wood treating facilities.

MicroPro®, and Osmose® are registered trademarks of Osmose, Inc. © 10/2010

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BPD Special Features 9 MARGIN BUILDERS CAPSTOCK COMPOSITE DECKING

10 FEATURE STORY WILL THE FORECLOSURE FREEZE HELP OR HARM THE HOUSING RECOVERY?

12 COMPANY FOCUS MEGA-TREATER GREAT SOUTHERN

14 FIRST PERSON THE END OF CHEMICAL-PHOBIA?

16 PRODUCT SPOTLIGHT MODULAR DECKS ARE A SNAP

18 COMPETITIVE INTELLIGENCE SPOKANE DEALER DARES TO EXPAND

38 PRODUCT SPOTLIGHT RADIANT BARRIER INSULATION

40 PHOTO RECAP: GULF COAST EXPO

Building Products Digest

In Every Issue 6 TOTALLY RANDOM 20 OLSEN ON SALES 22 GREEN RETAILING 24 FAMILY BUSINESS 30 MOVERS & SHAKERS 32 OVER THE COUNTER 34 NEW PRODUCTS 39 IN MEMORIAM 43 ASSOCIATION UPDATE 44 CLASSIFIED MARKETPLACE 45 DATE BOOK 46 IDEA FILE 46 ADVERTISERS INDEX

November 2010

Volume 29 Number 9

Online BREAKING INDUSTRY NEWS BUILDING-PRODUCTS.COM

INDUSTRY PHOTO DOWNLOADS BUILDING-PRODUCTS.COM (CLICK LINK AT LOWER LEFT)

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Serving Dealers in Northeast Texas and Beyond Who Want Quality Treated Wood • #1 Southern Pine

• Wolmanized® Outdoor® Wood • Dricon® FRT Wood • KDAT Material

800.274.4849 • 940.648.2999 4

Building Products Digest November 2010

Building-Products.com

TOTALLY Random

By Alan Oakes

A

Selling by email, that’s typing!

S STAFFS HAVE BEEN CUT and everyone is doing more than they have ever done, I find myself less and less able to speak with customers or track them down. It is harder than ever to speak live with someone.

You can leave a voice message that promises “your call is important to me, please leave me your name….” You know the one I mean, the one you never hear back from, the one that sends you into therapy, because obviously your call was not important. So then you have the dilemma of how many times do you call and leave a voice message without sounding like you are stalking or harassing them.

Then you move to the email route. But as we all know, that is not the answer.

When I was traveling recently, I read a great article with the headline “Selling

by Email, That’s Typing.” When I thought about it, that is absolutely true. Yet we are all guilty of it, including me.

We are becoming a business culture of never talking with one another. We are happy to tell the world on Facebook or Twitter even the smallest minutiae about our private lives, but we cannot pick up the phone and tell it to friends. Similarly, it has become too easy not to call someone, especially in business, including colleagues sitting in the next cubicle. We cannot get up, walk over, and talk with them; we just text or email them.

How many times have you sat listening to others making personal calls on the bus, at the airport, wherever? But how many times do you hear people actually making business calls and closing a deal? Rarely! After all, when your own telephone company does not want you to call but directs you instead to their website, it shows you where our culture is going. Personal interaction is still the best way to do business—and to have the best chance at maintaining your customers.

We are all constantly fighting the email battle—you know, 300 to 400 a day with about 10 of them having any merit. It has become the most abused form of communication available. If you are one of 20 voice messages you still have a better chance of getting answered than one of 500 emails. That delete button is far too easy! It’s too easy to say no and, once you receive a no by email, how do you turn that around?

How much time is lost emailing every day (apart from the hours lost on noncompany business surfing the web—yes, we are all guilty) when it would be far better to pick up the phone and take your chances on getting through. After a while, you tend to put certain accounts into stereotypical buckets and then it becomes just too easy to decide not to call, but email. Over time, it just becomes the norm. But I do not think it brings the same results. It is far too easy for buyers/customers to hide behind email.

Very few deals are done exclusively by email. Human/voice interface is necessary. Yet as salespeople we are more and more guilty of sending our form emails that are not only impersonal, but have a small chance to succeed in their objectives. I agree that email is absolutely vital today for sending detailed information fast, but for closing the deal, it is still necessary to do it the old-fashioned way, with a call. I would suggest every sales manager walk behind their sales/telesales reps to see how many actual calls they are making. When they hear too much typing, there is a problem. Let’s be honest: if sales can be done by email, why hire expensive representation? Typists are much cheaper.

Lastly, I am not against email. I will continue to use it and probably abuse it, but it will be my last resort, not my first. Let me know what you think at ajoakes@aol.com— sorry, I mean please call me at (949) 8521990 and I will gladly return your call.

Alan Oakes, Publisher ajoakes@aol.com

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Building Products Digest November 2010

BPD

Building Products Digest www.building-products.com

A publication of Cutler Publishing

4500 Campus Dr., Ste. 480, Newport Beach, CA 92660

Publisher Alan Oakes ajoakes@aol.com Publisher Emeritus David Cutler Director of Editorial & Production David Koenig dkoenig@building-products.com Editor Karen Debats kdebats@building-products.com Contributing Editors Carla Waldemar, James Olsen, Jay Tompt Advertising Sales Manager Chuck Casey ccasey@building-products.com Administration Director/Secretary Marie Oakes mfpoakes@aol.com Circulation Manager Heather Kelly hkelly@building-products.com

How to Advertise

Chuck Casey Phone (949) 852-1990 Fax 949-852-0231 ccasey@building-products.com Alan Oakes www.building-products.com Phone (949) 852-1990 Fax 949-852-0231 ajoakes@aol.com.

CLASSIFIED MARKETPLACE David Koenig Phone (949) 852-1990 Fax 949-852-0231 dkoenig@building-products.com

How to Subscribe

SUBSCRIPTIONS Heather Kelly Phone (949) 852-1990 Fax 949-852-0231 hkelly@building-products.com or send a check to 4500 Campus Dr., Ste. 480, Newport Beach, CA 92660 U.S.A.: One year (12 issues), $24 Two years, $39 Three years, $54 FOREIGN (Per year, paid in advance in US funds): Surface-Canada or Mexico, $49 Other countries, $65 Air rates also available.

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BUILDING PRODUCTS DIGEST is published monthly at 4500 Campus Dr., Ste. 480, Newport Beach, Ca. 92660-1872, (949) 852-1990, Fax 949-852-0231, www.buildingproducts.com, by Cutler Publishing, Inc. (a California Corporation). It is an independently owned publication for building products retailers and wholesale distributors in 37 states East of the Rockies. Copyright®2009 by Cutler Publishing, Inc. Cover and entire contents are fully protected and must not be reproduced in any manner without written permission. All Rights Reserved. BPD reserves the right to accept or reject any editorial or advertising matter, and assumes no liability for materials furnished to it.

Building-Products.com

MARGIN Builders Caps for composite decking

Deck builders shell out extra for capstocks BASF CORP. is working with several composite producers to add its Luran coating to their decking products, for improved weatherability and a broader color palette.

T

HE LATEST TREND in composite decking has been going all vinyl—but just on the surface.

Over the last year, several major manufacturers have introduced hybrid lines: composite deck boards encased in an all-vinyl “capstock.” The harder outside shell is said to provide greater durability and resistance to staining, scratching, fading and moisture. It can be cleaned up with soap and water, and produced in rich, dark colors.

The components are coextruded, reportedly to combine the best easycare features of composite and PVC decking, with none of the drawbacks.

(Although the improvements do make the products the most expensive composites on the market.) The idea stems from the process many composite manufacturers use to produce their railings.

Fiberon’s Horizon composite decking with protective, encapsulated surfaces were first introduced in the fall of 2008. After the immediate success of the product in solid colors, Fiberon two lines that offered the look of rich tropical hardwoods in the summer of 2009.

To meet demand, Fiberon has increased its capacity by 300% since the beginning of 2010 and is in the process of adding further capacity.

“We believe the outlook for true low maintenance protective surfacecapped decking is very bright and that these products will continue to capture

Building-Products.com

market share from traditional wood plastic composites and PVC decking,” said Chris Beyer, Fiberon’s vice president of marketing.

Universal Forest Products’ capstock, Latitudes Capricorn, is also “selling very well.” Its coextrusion technology allows UFPI to emulate rich tropical hardwood colors similar to ipé and mahogany.

“Latitudes Capricorn decking is a great alternative to traditional composite decking,” says UFPI marketing manager Chris Fox. “We see an increased demand in this type of ultralow maintenance product.”

Trex’s Transcend is capped on the top and two sides, but not the bottom.

The manufacturer says the composition allows the underside to breathe, helping to prevent surface separation.

Conversely, Horizon and Capricorn are coated on all four sides, making

the boards reversible and providing maximum moisture protection.

“With its durability, low-maintenance, and eco-friendly qualities, Transcend is now the foundation of our product portfolio,” noted marketing director Adam Zambanini. “We look forward to growing and further innovating the collection.”

CertainTeed added a PVC capstock to its Boardwalk line back in 2007—shortly before discontinuing all composite decking. This year, CertainTeed returned to composites, distributing a capstock decking produced for it by Fiberon, EverNew PT. Enduris also offers capstock decking, but Endeck’s core is cellular PVC instead of composite. As a result, the decking boasts superior consistency and can carry a lifetime warranty, compared to the 25-year guarantee offered by several competitors.

FIBERON’S Horizon capstock decking is covered on all sides with a protective PermaTech layer.

November 2010 Building Products Digest

9

FEATURE Story

By Dr. Lynn Michaelis, RISI

Will the foreclosure freeze hurt or help the housing recovery?

T

after the boom years in 2002-2006 has been without historical precedent. The cause of this cycle was not tight money, but rather the correction for the overbuilding and easy lending standards during the bubble phase. As we have stated on several occasions, the problem this time is an inventory correction. Despite record low mortgage rates and high levels of affordability, home sales have remained depressed, except for the small surge due to tax incentives.

An inventory correction process in any industry requires that production remain below demand until the excess inventory is eliminated. Only then will you see a sustained rebound in production (housing starts). The excess inventory has three components. One is vacant stock of “owner” units (primarily single-family, but also condominiums). Using historical vacancy rates and estimates of foreclosed units that are vacant, this excess inventory is about 1.3 million units.

Another inventory problem is in rental units. The current vacancy rate of 10.6% would suggest about 1-1.2 million units of excess rental units.

Finally, there is the “hidden” inventory of units that are yet to be foreclosed. Currently, about 8% of all home loans (or 4.2 million loans) are either in the foreclosure process or over 90 days delinquent on payments.

The recent freeze in the foreclosure process will have a profound effect on the crucial questions facing businessHE HOUSING BUST

10

es dependent on the housing industry.

When will sustained recovery begin?

What will the shape of the recovery look like? What will the mix of units be?

At the time of the freeze, almost 1 million houses would have been taken over in the foreclosure process during 2010. The problem is not that people could fix the problem if given more time, but rather that they have fallen behind on payments for one of two reasons: either they have lost their job and cannot make the payments or they choose to quit making payments because the house value is now less than the outstanding mortgage. The financial system became overloaded by the sheer volume of foreclosures and a rush to get the troubled assets off the balance sheets.

Although a rapid elimination of this “hidden” inventory is highly

Building Products Digest November 2010

desirable, it does need to be done legally and carefully. However, this freeze will delay the correction, not eliminate the need to correct the problem. Home sales will plummet, since about 30% of existing home sales were foreclosed units. The financial institutions will have to add staff and ensure proper legal procedures are followed to proceed again. Although this slowdown might take some pressure off of home prices in the near term, it just means an even bigger problem in 2011. The backlog of foreclosures will build, adding to the uncertainty on home prices in 2011 and 2012.

With 4.2 million homeowners already behind on their payments, foreclosure rates will remain high through 2011. Although home prices rebounded this year (up about 3.5% nationally according to the CaseShiller index), some housing experts believe home prices will fall again next year. This means the negative equity problem is not going to be eliminated by rising home prices.

Shifting foreclosures from 2010 into 2011 increases the probability that home prices will fall further next year when another surge of foreclosed units hits the market. If potential buyers are concerned about house prices, then they will defer purchasing for at least another year or two.

With the foreclosure process getting more difficult and expensive, the financial system will become even more careful in making new loans.

Already restrictive lending standards Building-Products.com

could become even more stringent. So unlike the easy lending period in 2002-2006, the current criteria will force younger families to defer ownership until they can save enough money for a down payment or get sufficient verifiable income to meet lending standards. Because of the easy lending standards, home ownership in 2002-2006 rose above 69% and the share of single-family units for that period was above 75%.

Although it is too early to tell how the freeze will affect the overall housing recovery, it is likely to have a profound effect on the mix of units built over the next three years. By delaying the inventory correction of singlefamily units, lowering expected home prices, and making lending standards even more onerous, the multifamily segment could benefit. People who lose their homes have to live somewhere. Younger families will have to defer ownership. No one believes housing will be a good investment (unless you can get a great deal on a foreclosed unit). After defaulting on a mortgage, these households will be excluded from ownership for several years.

Thus, as the economy rebounds and employment recovers, we should see the vacancy rate for rental units drop quickly in 2011. Unlike singlefamily units, multifamily units are financed as a commercial property and the due diligence depends on the projected financials of the project, not on the owner’s income.

Bottom line: the freeze in the foreclosure process is likely to delay a sustained recovery in single-family starts and is likely to contribute to a shift in construction towards multifamily units. This will dampen the recovery in wood products demand given the much lower lumber and panel usage in multifamily units compared to single-family starts.

– Dr. Lynn Michaelis, former chief economist for Weyerhaeuser, is a senior associate of RISI. He can be reached at (206) 434-8102 or lmichaelis@risi.com.

RISI is a leading information provider for the global forest products industry and publisher of Crow’s Weekly Market Report, the longest-running source of prices in the North American lumber and panel industry. Sign up for a free trial subscription to Crow’s at www.risiinfo. com/crows.

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11

COMPANY Focus Great Southern Wood

Riding out storms by building value in a treated wood brand

W

about it, a lot has happened in the past four decades in American business— Southwest Airlines took off for the first time, FedEx created overnight delivery, companies like Microsoft HEN YOU THINK

and Apple changed our lifestyles forever, and something called Google was incorporated in a garage in California.

Even before those well-known corporate brands were launched, there

“YELLA FELLA” Jimmy Rane built up the YellaWood brand to help transform Great Southern Wood into the nation’s largest independent treater.

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Building Products Digest November 2010

was a guy in Abbeville, Al., with a problem and a dogged determination to make the most out of a bad situation. The result of his journey has been the creation of one of the bestknown brands in what was once a commodity category—pressure treated lumber.

Great Southern Wood Preserving got its start in 1970 when Jimmy Rane, a senior in law school, tried to mediate a family dispute concerning his late father-in-law’s estate, which included a small wood treating operation in the small town of Abbeville.

Now, four decades and a number of recessions later, Rane has built the YellaWood brand in a category where consumer brands didn’t previously exist. Times are tough all around, but the Great Southern story is one that illustrates the principle that building a brand that stands for value and integrity in the eyes of customers can pay handsome dividends in good times and help weather the bad times.

In the first decade of operation, Great Southern Wood grew, as many new small businesses do, by identifying a product and a market and working hard to add value, while squeezing out the thinnest of margins.

As business began to grow, Rane found himself restless to build something bigger than a single pressure treatment plant in southern Alabama.

He recognized the opportunity to connect with his dealers and his consumers. That’s when he accepted an invitation to attend a resident-study program at Harvard Business School.

One of the case studies that attracted his attention while at Harvard was that of Perdue Chicken and its patriarch Frank Perdue, a pioneer in brandBuilding-Products.com

ing commodity products. It was then that Rane realized the importance of establishing a brand name that consumers recognize and trust. And he set out to do just that.

The company embarked on sponsorship of college football coaches’ shows throughout the South, where college sports are followed with passion and enthusiasm. When the company began featuring collegiate football and basketball coaches in humorous commercials, the spots became so popular throughout the South that one well-known coach once remarked that his appearance in the ad series helped his recruiting success.

Soon, however, the ambitious and marketing-savvy Rane realized that a broader approach was needed—resulting in the birth of both the YellaWood brand and Yella Fella character.

The message of the earlier advertising had always been, and continues to be, “look for the lumber with the little yellow tag on the end,” signifying that the wood is a pressure treated product of Great Southern Wood.

The company continued to invest in the brand over the years through consumer advertising and has built a significant awareness in the marketplace.

So much so, in fact, that it was able to obtain a federal registration for the “little yella tag” as its trademark icon, and YellaWood brand products became among the most widely recognized in the category.

Rane had never been afraid to be the face of the company in its advertising, but Yella Fella took the notion to a whole new plateau in 2004. Rane didn’t hesitate, slipping into a cowboy character that was a little bit whimsical and incredibly affable.

Cowboys had always engendered a good warm feeling among most Americans, Rane concluded. Old western movies had a message—that good triumphs over evil. It is a message that today’s cynical society has all but forgotten, Rane believes. “It’s not a complicated message, but one that we need to continue to reinforce with people of all ages and especially young people,” he said.

The message emphasizes values of honesty, service, character, integrity, patriotism and family, among others.

“We live in a time when young people need to hear that good guys don’t finish last, that truth and justice can prevail, and hard work does pay off,” Rane says. “It is so easy for young people to get discouraged but Building-Products.com

the message of the Old West offers hope.”

If it sounds like Rane is a crusader, perhaps he is. Even though society often sends messages that are 180 degrees from The Code of the West and The Golden Rule, Rane is fighting valiantly to get the message across. He has linked those values closely with the brand he has created.

Creating a brand in a commodity category has taken Yella Fella a bit off the beaten trail, but it’s not the first time he’s “gone against the grain.”

One of the principles Rane learned early in his career was to blaze his

TRIM

FASCIA

own trail and not necessarily to go where everybody else is going.

“My philosophy is buy when everyone else is selling and sell when everyone else is buying,” says Rane.

“That is the way real value is created.”

Through recent acquisitions, Great Southern Wood has grown to 11 facilities and added new geographic markets that now stretch from Texas to Missouri to Florida.

At the end of the day, Rane hopes the unusual approach will add market share as well as make the world better for the next generation.

SIDING

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Based in Annapolis, MD, Fletcher Wood Solutions® is the largest manufacturer of defect-free, appearance grade radiata pine products in New Zealand. Distributing our clear boards, mouldings, LIFESPAN® treated wood, and lumber to the North American market through our proven and completely integrated supply chain, Fletcher Wood Solutions® maintains direct access to one of the largest FSC certified® pine plantation forests in the world.

1.866.FSC .WO O D November 2010 Building Products Digest

13

FIRST Person

By Huck DeVenzio, Arch Wood Protection

Thoughts on fearing chemicals, ignoring wood, and building green

P

its purpose admirably, with qualities that are unmatched by current alternatives. It will probably be specified and depended on for many years to come.

But treated wood is a very mature product. Few new applications are emerging, and existing applications face growing competition from composites, steel, concrete, plastics, and tropical hardwoods.

RESERVED WOOD SERVES

The current state of the construction industry has depressed the sales of treated wood, along with the morale of those trying to sell building materials. This will pass, but today’s economy masks foreboding issues that need attention if preserved lumber is to continue as a major building product.

Not long ago, I thought sales of pressure treated wood might be cut

BREATH OF FRESH AIR: A waning sense of chemophobia opens up the opportunity to stress the green benefits of treated wood.

– Photo by Arch Wood Protection

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Building Products Digest November 2010

severely by chemophobia, a fear of chemicals. Many people are leery of chemicals—until they become ill, when they demand all of the medicines they can swallow, inject, or otherwise apply. Fear of chemicals led to the change in the preservative used to treat residential lumber and fear remains a factor in selling preserved wood to some consumers, but I’ve sensed a shift in chemical concerns.

Five or 10 years ago, our website got frequent questions like “Is this wood safe for my children?” Now we more often hear “Is this wood safe in my garden?” Either people have become more comfortable with our chemicals or less concerned with their kids.

For the most part, people don’t care about the chemicals in their wood, or they would rather not think about them. Professional buyers care about performance. Homeowners care especially about appearance.

Everybody wants material that is reasonably priced.

The treated wood industry could probably help itself by addressing our product as preserved rather than pressure-treated wood. A long time ago, the founding fathers of the industry called their product “pressure treated” wood, no doubt to distinguish it from wood that was coated with a treating solution or dipped in a solution.

Treated and pressure treated are accurate descriptions of the process used to create the product, but these terms do not offer a benefit that might persuade consumers to choose it. I suggest that we make more frequent use of the term, preserved wood, especially when communicating with potential buyers.

However, a rosy future for preBuilding-Products.com

served wood needs more than public confidence in chemicals and a name adjustment. The forest products industry faces a void in wood education. Few universities offer courses in wood technology or in wood design and construction. From science majors to future architects, students are not learning about wood. We stand to lose both potential recruits to replace us and potential customers to specify and buy our products. A promising industry-supported program, Wood Education Institute, is under way to develop presentations for university programs, but its progress has been slow and it will not solve this widespread condition by itself.

The lack of appreciation of wood extends beyond college students. It may result, at least in part, from the competitiveness of our industry. We have been so busy battling each other over subtle chemical differences that we have neglected to make the public aware of the benefits of wood. This is particularly discouraging with regard to the environment. It bothers me when young people—and not-soyoung people—look down on wood products and on those of us involved in wood products because they think that using wood is harmful to the environment. Your own kids may believe this. Some of your employees may feel uneasy about their work.

People fail to realize that if they want large, healthy forests, we should use more wood, not less.

We are the good guys on this issue.

We deal with one of the most environmentally beneficial building products. So far, environmental considerations do not seem to be affecting sales of treated wood in one direction or the other. It is mystifying to me why the leading green building rating system gives no points for wood preservation and awards very few points for wood at all. It presently accepts only one forest certification system, while steel, concrete, bamboo, and other materials get a free pass—they do not have to be certified.

Let me remind you why you are an environmental good guy if you are making, selling, or promoting preserved wood: • Preserved wood is made from plentiful species of wood, the only major building product that is sustainable.

• The trees come from managed timberlands where they grow rather Building-Products.com

rapidly. They are replenished in as little as two decades’ time.

• The collection and processing of wood uses far less energy than that required for production of alternative materials, even when you add in pressure treatment.

• The treating process extends the life of the resource, reducing demands on forests and eliminating the extra transportation necessary for shorterlived products.

• Trees absorb carbon dioxide as they grow and wood products sequester carbon, two factors that reduce greenhouse gas.

• The treating process emits no wastewater, and government agencies classify the air pollutants as “insignificant.”

• Copper-based preservatives are made largely from recycled materials, namely copper wire and etchants.

• Because wood is so strong for its weight, wood projects can often be installed with lighter-weight, lowerimpact equipment than required to install other building materials.

• Wood provides noteworthy insulation—thermal, acoustic and electrical.

On top of these environmental features, wood is readily available, easily modified and painted or stained, and can be worked with common tools and without special skills. Wood has a natural appearance that people like.

Plastics are trying to look like wood;

we don’t try to make wood look like plastic. And, if that isn’t enough, preserved wood is usually less expensive than competitive materials.

Despite the differences in our industry, I hope we can agree on the benefits of preserved wood and we will take steps to spread the word.

Our companies should have information like this on our websites, insert it into our literature, put excerpts on price sheets, use environmental facts on emails, and add them to telephone on-hold messages. We should make sure that our sales staffs recognize the benefits. Much of this effort will entail preaching to the choir. I say, “Preach to the choir.” Right now they need the sermon, too. It will ripple outward. And do not hesitate to go into classrooms and tell students what you do.

We’re involved with an exceptional product. Let’s not allow it to fade because of ignorance that we neglected to correct.

– Huck DeVenzio thinks that November is a good time to get on his soapbox concerning preserved wood.

When not kissing babies, he is manager of marketing communications for Arch Wood Protection and a frequent author of articles explaining pressure treated wood and promoting the Wolmanized brand. Reach him at hdevenzio@archchemicals.com.

This article was adapted from a speech by DeVenzio at the May 24 annual meeting of the American Wood Protection Association.

November 2010 Building Products Digest

15

PRODUCT Spotlight Decking Tiles

Modular decks are a snap for replacement jobs D

can be a cost-effective way to revitalize outdoor spaces—or create new ones—an important selling point in a tough market.

The tiles can be installed on almost any level surface, such as an existing wood deck, an old concrete patio, or a new pressure treated frame. Smaller 12”x12” tiles are snapped into place, while larger 2’x2’ tiles can be mounted on adjustable pedestals. Both sizes can be removed for periodic cleaning or repair.

Snap-in tiles have a plastic grid on the back that allows water to drain and promotes air circulation. Side tabs on the grid allow tiles to be easily snapped together—and easily unsnapped if need be—so no special tools, nails, screws, or adhesives are needed.

“Contractors and homeowners can mix and match the tiles to create a variety of layouts for design flexibility,” said Brent Gwatney, v.p. of sales and marketing at MoistureShield. The company manufactures EcoShield 12”x12” composite deck tiles—plus an array of composite decking, railing, and fencing products.

A homeowner in Long Island, N.Y., recently used EcoShield deck tiles and MoistureShield deck boards to revitalize a 432-sq. ft., pressure treated deck in just one weekend. The result was a unique design that looks good and can stand up to the elements.

“Deck tiles provide a simple and attractive upgrade that’s easy on the wallet and the environment,” said Gwatney. “The result is a durable, long-lasting outdoor surface that can ECK TILES

BEFORE: No need to remove an old treated wood deck for updating.

AFTER: MoistureShield composite boards and deck tiles from EcoShield allowed the homeowner to update a pressure treated deck in just two days.

(Photos by A.E.R.T.)

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Building Products Digest November 2010

Building-Products.com

withstand years of exposure in a variety of climates, as well as heavy foot traffic and direct ground and water contact.”

HandyDeck’s interlocking deck tiles also measure 12”x12”, but they are constructed of either ipé or bangkirai wood. The open structure of the plastic base enables air circulation and allows water to drain freely. Corrosionresistant screws attach the wood slats to the plastic grid from the underside, providing a smooth, splinter-free surface.

“The tiles are a quick and easy way to update a drab patio or rooftop area, avoiding expensive demolition or rebuilding,” said Handy Deck president Malcom Kay. “They can be installed by homeowners with no particular skills, so they are the perfect d-i-y product.”

In locations such as rooftops, he said, where the use of conventional building materials may be restricted, interlocking deck tiles are often the best way to build a deck.

“Building owners often won’t allow permanent construc-

INSTALLATION is a snap with interlocking Handy Deck wood tiles from Handy Deck Systems.

decks over uneven or slope to drain surfaces.”

With deck tiles, creating a custom outdoor living area can be easy. Beauty, durability, and ease of installation—

DECK TILES from Bison Innovative Products allow custom spaces in small places.

tion, especially on the roof,” Kay said. “Deck tiles can be easily removed.”

Bison Innovative Products’ larger 2’x2’ tiles are manufactured from ipé and FSC-certified massaranduba. They carry Class A fire ratings and can be treated with oil or left untreated to develop a natural, aged finish. No mechanical fasteners are visible from the top, for a clean look.

Using the company’s Level.It adjustable pedestals, the tiles can be installed over almost any substrate—even directly on roofing and waterproofing systems—with no insulation. The pedestals allow water drainage and help compensate for uneven surfaces, such as an old, brick patio.

“Our decking system is an ideal solution for retrofit projects,” said Lisa von Gunten, v.p. of operations at Bison.

“A key feature is its quick and easy ability to install level Building-Products.com

CITY TERRACE gets dressed up.

(Photo by Handy Deck Systems)

November 2010 Building Products Digest

17

COMPETITIVE Intelligence

By Carla Waldemar

Taking over on a dare

H

OW CAN YOU CONVINCE your first-born to take over the family lumberyard? Try some psychology. Just tell him not to. Quickest way to motivate a kid.

Mark Gatlin’s grandfather, of Spokane, Wa., built a little lumberyard from scratch in 1943. As Mark recalls, “He’d get up at dawn, work until dark. He worked there until the week he died, at 88. He was… awesome!” Mark marvels, still in awe. “And my father was the same way, you bet! Up at sunrise. I remember him working all the time.”

Not a lifestyle you’d want to wish on your kids, nor one anyone born in the slacker generation would aspire to. “I grew up in the yard—sweeping, loading customers, cleaning up: grunt work. It took forever just to get [myself working] inside. To tell the truth, seemed like they were trying to push me away. I had to kind of fight to get in here. And then, my dad was happy that I did.” Well, duh, Mark. Straight out of the textbook.

But the yard Mark stepped up to was, basically, “a dusty, dirty little place with no carpet or linoleum on the floor, boxes of nails sitting around—like those little momand-pop groceries that aren’t around anymore, because they couldn’t compete.

“When I stepped in, 10 or 12 years ago, I knew we had to transition ourselves.” So, first thing he did was… to resist buying Discount Lumber its first-ever computer. (“I didn’t want ’em here. The people at the counter could take care of everything. ‘They’re my computers,’ I’d say.”) But

by February 2009, Discount had bitten the bullet—er, the software—and was fully up to electronic speed.

The next big thrust, however, was fully Mark’s pet project. “I knew that the only way a lumberyard could continue to grow was to add things to it,” he explains.

Scouting for a niche, he uncovered one as big as a crater. “So, seven years ago, I started a truss plant: totally engineered trusses. The basic idea was, nobody was doing this on the whole north side of Spokane. Well, there was one guy, a quarter mile away, but he was doing a no-good job. So I thought, ‘You know what? Add a product line that’s a manufactured service.’ Made sense to me, so I bought the machinery and hired a crew.”

… BY SOON ADDING its own truss plant, then five years later bucking the economy…

THIRD GENERATION owner took over Spokane’s venerable Discount Lumber and quickly shook things up…

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Building Products Digest November 2010

“Sure, there was a learning curve,” he has to admit, “but we were busy from the get-go. We did $2 million in trusses the first year—trusses for housing, commercial buildings, farm buildings—and all by word of mouth.”

As you may have gathered, Mark is not one to put his feet up and rest on those wooden laurels. To serve his broad mix of customers—retail off the street, remodelers, small contractors, and farmers (“I’m not gonna hang my hat on any one niche,” he asserts as a stupid/risky option, take your pick)—and to earn the chance to thumb his nose at a notorious company in town, who was two-stepping metal as a retailer, Mark decided to launch another division Building-Products.com

of Discount. This venture would produce metal panels for roofing, siding, post-frames, and pole buildings. “It’s unusual that a lumberyard gets into this type of work,” he’s quick to agree, and starts to trace the path: “Good story!” he promises.

“We supplied lumber to this one-and-only company in town that produced metal. Then they took the metal and the lumber and the trusses to the jobsites. They’d dump the wood, leave it uncovered, pieces missing, broken, orders incorrect. So, one thing led to another. I finally had a conversation with the owner, which left a bad taste in my mouth. He basically gave me the double-dog dare: ‘You couldn’t do it; you don’t have the money,” blah, blah, blah.

So Mark, of course, came back with, “You’re on!”

He took on “a company that liked to think it was God in the metal industry—that nobody could do what they do.”

army of boxes, smaller chains, and other independent yards. “Customers here have so many choices, so I tell them, ‘Just give us the last look.’ We show them we can offer the best of everything—product, price and service.

I’ll do whatever it takes to give them the best deal possible.

And,” he adds, “it isn’t that hard. The boxes kind of defeat themselves with their lack of expert service. Here, most of our 27 employees have been around forever. We’re doing fine.”

Even in this slack economy. Housing packages are down—true—but, says Mark, “there’s a lot of remodeling, ag buildings, post frames for shops and garages.”

And when good times roll around again, Mark’s (surprise!) got yet another plan in place. “Down the road, I want to open a complete, full-service door and millwork shop, the final piece of the puzzle. I jumped right in with the trusses and the metal, but this time, I’m doing more research, to make the right move.

“You know what? Nobody can get ahead without trying, and in this economy, you’ve got to pull up your pants and get after it. If you just do what you’ve been doing for the last 15 years, you’re not going to make it. And,” he adds, “I’m not going to let my grandfather down.”

Carla Waldemar cwaldemar@comcast.net

… BY LAUNCHING last year its own metal shop—an unusual niche for a lumberyard.

But he soon did. He located an outfit to make him a metalrolling machine for a $1.5 million outlay, then—oh, yeah—told his dad, “I’m tired of them making all the money while breaking our stuff.”

Dad recoiled, “Not right now!” in 2009, in the depths of a recession. But Mark returned the volley: “Look,” he explained, “I found a guy whose company gave us customer service second to none. He explained to me the method; he made it happen. So I bought the raw material, ordered the machine, and basically crossed my fingers. I set up the operation in part of a huge warehouse we owned—added insulation, gas and heat and hired three people—and before we even opened the doors, we’d presold $100,000 of metal, just by word of mouth. People were tired of the other guy and were ready to try the new guy,” he presumes.

Much of the metal soon found its way into ag buildings.

“The western states ag-building market is huge, absolutely huge,” he notes. “We’ve got four semis with forklifts, two smaller trucks with forklifts—12 trucks altogether, and we deliver to Washington, Montana, Idaho and Oregon. Now, our customers buy lumber, trusses, hardware, metal roofing, and the screens and clear panels that go with it. I believe we’re the only one-stop-shop around. The others are two-stepping. And we’re doing fine. When that fella dared me, making it sound too tough, I just tried all the harder.”

Still, Discount Lumber is virtually hemmed in by an Building-Products.com

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SunDeck Americas Denny Rossi (586) 786-0140 www.sundeckamericas.com "See us on Yard Crashers Season 5 Episode 4" November 2010 Building Products Digest

19

OLSEN On Sales

By James Olsen

Sell with a similar story

O

as salespeople is to get our customers and potential customers to relaaaaax. Until our customers are relaxed, we might as well be trying to sell them while they’re running to catch a plane or, better yet, land a plane. Their concentration will be elsewhere.

What we all want to know when we buy is, will it work?

(Will it make me look taller, cooler, whatever? But in business-to-business sales, will it make me money?)

One of the best ways to calm customers is by using “similar story.” Most commonly used during the close, similar story can be used to our advantage in many steps of the sales process.

Similar story is simple in many ways. But delivery is vital. We need to deliver similar story in a matter-of-factconfident-not-cocky-off-hand-but-not-too-off-hand way. If we are too emphatic we will sound as if we are lying, boasting or both. If we are not confident enough, we will also create doubt. Bottom line: we must practice our delivery using this approach.

NE OF OUR CHALLENGES

Similar Story Opening

Customer: “We prefer a high-end product like B&B Basics.”

Us: “That’s great. We sell about 40 loads a month of B&B Basics.”

•••••••••• Us: “Good morning, Susan. My name is John Honest, and I’ve been working with customers in your line of business (just like you) for the last five years. While every business is different, I have the experience to bring you the kind of products at the kind of value you need.”

•••••••••• Customer: “I only buy direct.”

Us: “Perfect. Most of my customers buy direct. It’s a great way to buy. Let me tell you how my customers and I work together to supplement the direct buying they do.”

•••••••••• Again, confident delivery is a must.

Customer: “I always buy below the market” (or high quality or…)

Us: “Then you’re going to love dealing with us. Our customers love our competitive pricing.”

Similar Story in Needs Analysis

Customer: “I will need quick shipment on this.”

Us: “Ninety percent of what we do is quick shipments.

We have a 98% on-time delivery.” (Do the research. Most of our companies have high on-time delivery, but very few of our competitors exploit this data in their sales approach.)

Similar Story in Closing

Customer: “It seems like a good deal. I don’t know about the stock though…”

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Building Products Digest November 2010

Us: “You bring up a good point. I have never shipped you this stock before. I’ve got this guy in Virginia, a real picky S.O.—I mean, a very discerning gentleman. He felt the same way. I pushed him a bit because it was a good deal and he needed it. He took it in, and now he loves the stock and buys it every week. You will, too. Let’s put this one together.”

•••••••••• Customer: “This looks good, and I need it, but I’m going to hold off for a bit.”

Us: “John. I’m not going to let you off the phone without your order. The last time we did this (change it to we even though it was him.) you called me back and the stock was gone. You were angry with me and yourself. This is a good deal, and you said you need it, so what’s your order number on this one?”

The “We” of Similar Story

Many salespeople say to me, “James, I’m new. I don’t have any similar stories to tell.” If we are a member of a team, then we are part of a “we.” If someone sitting next to me just sold 20 loads of 2x4, then “we just sold 20 loads of 2x4.”

Note: It’s similar story, not similar lie. If I have to explain it further, you don’t get it.

My experience, fellow salespeople, is that similar story works and works fabulously. Similar story is flexible—we can use it in many situations. Similar story has a calming effect on our customers and, surprisingly, on us as salespeople.

Similar story gives us the feeling of confidence we need to sell and instills the confidence in our customers they need to buy.

If your experience is similar to mine, you will have many success stories to tell using similar story.

James Olsen Reality Sales Training (503) 544-3572 james@realitysalestraining.com

Building-Products.com

GREEN Retailing

By Jay Tompt

Build local, think global

T

movement is rooted in big thinking, but the U.S. Green Building Council is beginning to think small and local. Their mission is to transform the built environment—that’s thinking big with over 125 million buildings in the U.S., most of which are energy and water hogs. Considering that buildings account for a third of the U.S. carbon footprint, success is of global importance.

After over a decade of leading the commercial building revolution, USGBC has become a transformative force with a valuable brand. But there still remain 120 million lessthan-efficient residential buildings, which is where action must now be focused. This is why the USBGC is putting considerable effort into boosting residential green building, in concert with local leaders, which is good news for LBM dealers.

In residential building, there was already a green building movement well under way by the time USGBC’s LEED for Homes arrived on the scene two years ago. Local and regional residential programs have existed for years in progressive cities like Austin, Tx., whose Austin Energy Green Building program was the first in the nation. LEED for Homes shares many similarities with these programs, even though each reflects its own local conditions, both in terms of content and approach.

In addition, there are alternatives to LEED, including EnergyStar, NAHB’s Green Building program, the PassivHaus approach (new to the U.S.), the International Living Building Institute, the NauHaus Institute, and a host of natural building organizations.

Given these realities, I really like USGBC’s collaborative approach. They recognize that they’re part of a budHE GREEN BUILDING

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Building Products Digest November 2010

ding community of green building leaders and that there’s more than one way to build a green home. So rather than attempt to impose their rating system, they launched the LEED for Homes Affiliate Program with the pragmatic aim of forging working relationships with many green building organizations and local green building leaders, thereby promoting the broader movement in the context of local needs.

“We’re market oriented and are looking to support and promote what’s working in each community,” Nate Kredich, USGBC’s v.p. for residential market development, told me recently. For example, they’ve been working with North Dallas Green Built and NAHB, to develop educational materials for production builders, dealers and distributors. They’re even helping to produce a “mini GreenBuild” in the area. (By the way, USGBC’s GreenBuild conference is Nov. 17-19.)

In Minnesota, they’ve joined a coalition with Minnesota GreenStar, with its new-build and remodeling rating systems, and Minnesota Green Communities, which advocates for healthy, affordable housing. They’ve also launched the Green Home Guide (www.greenhomeguide.com), a website to help connect homeowners, builders, and dealers with trusted information and with each other.

In terms of economic clout, green residential building is only just finding its feet and, in any case, current economic conditions have strangled most building of any kind. But when homes start to be built again, it’s likely that many will be guided by a national or regional green program.

“We recognize that for green home building to scale rapidly, it’s important that everyone in the value chain understand the rating systems and are well-connected with their local green builders,” said Kredich, emphasizing the value of education.

They’re reaching out to support interested independent dealers, as well as the big chains.

With many more new green residential products and materials coming to market in 2011, it should be easier for proactive dealers and distributors to rise with the green home building market. If that’s true, then the USGBC’s big thinking could very soon be taking root in a community near you.

Jay Tompt Managing Partner William Verde & Associates (415) 321-0848 info@williamverde.com Building-Products.com

FAMILY Business

By Bernard Kliska

To sell or not to sell:

That is the question H

AMLET , S HAKESPEARE ’ S melancholy Dane, vacillated so long trying to make up his mind about whether to move forward with his plans that his indecision finally threw the entire kingdom into turmoil and brought about his own death.

In my consulting practice, I often see family business owners struggling with their own and other family members’ emotional ambivalence over taking the difficult step of selling the business. Although I haven’t yet seen this emotional ambivalence lead to death, I’ve seen it result in turmoil, protracted agony, significant loss, and a tortured legacy that ends up negatively impacting many family members and employees.

Owners who have spent considerable time and energy building their businesses are usually not emotionally prepared to sell. They and family members—even members not directly involved in the operation—have invested considerable identity in it.

I’ve often heard an owner describe their businesses as their “baby.”

Understandably, when the time comes to give it up, an owner wants to leave the baby in the right hands—the hands of someone who, among other things, will pay the right price, take care of employees, grow the business, and honor the seller’s legacy and connection. Of course, this ideal buyer probably doesn’t exist, and holding out for such a buyer can become an excuse for inaction.

Selling a business is like facing the empty nest, but more difficult. As parents, we know years ahead of time that our child will someday leave and we spend much of our time preparing for it. Most family-business owners, however, assume that the business

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Building Products Digest November 2010

will always be, if not in their hands, at least connected to them in some meaningful way. For this reason, anticipating the process of selling long in advance helps prepare for when the time finally arrives. But powerful emotional forces prevent most families from doing this.

The importance of alignment.

Like the empty nest, selling the business can feel like a personal crisis, a tremendous opportunity, or both. If selling the business is the best option to pursue, all family members should align behind this as an opportunity. If they fail to align, the ambivalence, never directly addressed, plays out in acrimonious and never-ending disagreements about the details of the potential sale. When this happens, the sale will be either completely undermined or if it does go through, it will very likely result in post-transaction bitterness and resentment and a haunting sense of loss.

Just as clear, consistent communication between family members is essential for operating the business, it is also essential in the final stages of the business. The same factors that can impede communications during any part of the business’s life cycle can interfere toward the end. Family business leaders, used to being decisive and action oriented, are often better at making decisions than at promoting discussion and communicating the right things to the right people.

Differences in alignment can also occur between various individuals or group within the family, between generations, between active and inactive family members, or between different branches of the family. Each of these groups and members within groups Building-Products.com

will have different perspectives on the value of selling the business.

Communicating to all in the same manner may not address their concerns about a sale.

In the powerful and shifting realm of emotions, maintaining firm alignment requires an ongoing process.

Once the sale process has been launched and the search for a buyer and subsequent negations unfolds, families should hold regular family update meetings. This not only reassures family members and helps craft an ongoing consensus, but sends a clear message to the family, employees, and potential buyers that an orderly process will ensure that everyone’s best interests are being addressed.

Dealing with grief and loss. If grief and loss were not inevitable parts of our existence, we probably wouldn’t spend so much time and energy trying to avoid them.

Recognizing what the sale of the business means in terms of loss to each family member is the first step toward managing these feelings. Some family members may fear that without the glue of the business, people will drift further apart. Others, for whom the family business provides an important part of their identity or meaning in life, may feel like they’re losing part of themselves. Others may fear for their economic future or, even more powerfully, for their children’s economic future.

I help people manage these fears by reminding them that while the sale represents the end of something, it also marks the beginning of something else. I often advise people to retire to something, not from something, to develop a vision for the future. It helps to remember that loss paves the way for something new, such as a new asset, which may require a different kind of energy, interest and attention.

Family members who fear the loss of cohesiveness may wish to form new collaborative relationships with each other—working to benefit their communities, establishing a shared philanthropic venture, jointly managing a Building-Products.com

portion of the assets from the sale, or continuing to hold regular family retreats. Re-visioning the future can be useful (or even necessary) project for one person or for the entire family.

Farewell rituals can also help family members say good-bye and free them to move forward. Whether it’s a raucous wake, a farewell cruise, a solemn retreat, or a privately published commemorative book, a ritual or project honors the importance of the past and the present, and helps prepare for the future.

When emotions and logic work together, they create an energy and synergy that make for successful family business. But when they clash, they are like the collision of high and low pressure systems that create tornadoes and hurricanes. When the timing or circumstances for selling the business seem right, or even imperative, but the fear and loss of grief prevent the family from following through, the result can be catastrophic. Ironically, years later, the end result is the same whether the transition goes smoothly or disastrously: The landscape will have changed and something new will have grown.

Change, loss and renewal are inevitable. The crucial difference is how families go through it. Recognizing, addressing and honoring the powerful feelings that the sale of a family business evokes helps ease the most difficult, yet natural, of transitions.

– Bernard Kliska is an associate of the Family Business Consulting Group, Marietta, Ga. He can be reached at (800) 551-0633 or kliska@efamilybusiness.com.

Reprinted with permission from The Family Business Advisor, a copyrighted publication of Family Enterprise Publishers. No portion of this article may be reproduced without permission of Family Enterprise Publishers.

November 2010 Building Products Digest

25

Zeeland Moving Hamilton Truss Plant to Larger Facility

Zeeland Lumber & Supply Co., Zeeland, Mi., is relocating its Hamilton truss division to the former North Pacific Group facility in Wyoming, Mi. The larger space offers room for increased production and addition of up to 40 jobs in production, design and sales over the next three to five years.

A showroom will be maintained in Hamilton, Mi. Zeeland merged with Hamilton Lumber & Truss in early 2009.

Masonite Snags Lifetime

Masonite, Tampa, Fl., has acquired the assets of 63-year-old interior flush door manufacturer Lifetime Doors, Farmington Hills, Mi. “Lifetime is a natural fit for Masonite. Lifetime’s geographic coverage, along with strong customer relationships, will complement Masonite’s operations and create exciting new opportunities for our customers, employees and suppliers, and enable Masonite to continue delivering on its strategic growth initiatives,” said Masonite executive v.p. and chief operating officer, Larry Repar.

Lifetime president John Hauss will remain with Masonite in a senior advisory role.

Mill Finds Taker in Russia?

Equipment from Morgan Lumber’s shuttered sawmill in Bingham, Me., may finally have found a buyer—in Siberia.

“I don’t like businesses being sold overseas myself, but that’s where the market is,” said owner Tom Morgan.

“It’s been real hard to sell it because nobody in the domestic market is expanding their business; the housing market is so slow.”

Closed since May 2006, the 28,000-sq. ft. mill produced framing lumber. Morgan said that if the Russians buy the equipment, they would disassemble “everything from the cement up,” ship the parts overseas, and reassemble them in Siberia because “it’s where the forest is.”

Asked if the mill might ever reopen, Morgan said, “I’d like to run it, but it’s not going to happen.”

GAF Rebrands CorrectDeck

GAF Decking Systems, Wayne, N.J., has consolidated its decking and railing products under the DuraLife brand.

CorrectDeck CX has been renamed the DuraLife Siesta Collection to stress its ultra-low maintenance composition, “allowing homeowners time to take a ‘siesta’ on their deck rather than worrying about maintaining.”

CorrectDock is now known as the DuraLife Dock Collection, and CorrectPorch as the DuraLife Porch Collection.

The GAF Decking System lineup also includes the DuraLife RailWays universal railing system and DuraLife Natural Grain Collection. The latter— natural grain composite decking at a lower price point—was introduced earlier this year, after GAF discontinued its CrossTimbers composite line.

DEALER Briefs

Galveston Lumber & Hardware Co., Galveston, In., expects to

close by the end of the year due to the economy.

The business, owned by manager Toney Robertson’s family for the last 50 years, dates back to at least 1899.

84 Lumber reopened its E. Milton, Fl., yard Oct. 1, after a 30month shutdown.

Carter Lumber has closed its

branch in Ionia, Mi.

ProBuild has closed its component plant in Hampshire, Il., and lumberyard in Wheaton, Il., consolidating the latter’s operations at its yard in Yorkville, Il.

Ace Hardware continues to grow. On Oct. 6, Jim Junga opened a 10,500-sq. ft. Ace in Saline, Mi., just as another new Ace was unveiled at The Village at North Elm, Greensboro, N.C. Cayce Ace Hardware, Cayce, S.C., was opened by Brandon Clarke in the former home of Hardwarehouse Ace, which closed in 2008.

Seven of the store’s 12 employees are ex-Hardwarehouse workers, including longtime manager Donnie Wheelis.

Meanwhile, the Ace Hardware in Skokie, Il., received a $30,000 grant to help fund a facelift for its historic 103year-old building.

Muir Village Hardware, Muir, Mi., has been closed by Nick Jockheck, owner for the last three years.

Hilldale Ace Hardware , Madison, suffered $500,000 in damage from an Oct. 17 fire.

Lowe’s opened a new 103,000sq. ft. store Oct. 22 at Porters Neck Crossing in Wilmington, N.C., and opens a 116,000-sq. ft. store next month in S. Naples, Fl.

Menards hopes to open a store next fall in Yankton, S.D.

Habitat for Humanity opens a ReStore discount LBM outlet Nov. 20 in South Bend, In., and held a Sept. 25 grand opening for a ReStore in W. Norriton, Pa. Investigators are searching for the cause of two fires Oct. 10 and Oct. 11 at the ReStore in S. Toledo, Oh.

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Building Products Digest November 2010

Building-Products.com

SUPPLIER Briefs

Wolf, York, Pa., will open a New England distribution center in Massachusetts or Connecticut by early next year.

The distributor is also moving its Allentown, Pa., DC to a larger, 13-acre, company-owned site in Spring Garden Township (York), Pa., by the end of this this year.

Tri-State Hardwood Co. is increasing capacity at its operations in South Milford, In., by adding a new log de-barker and two new 50,000-bd. ft. dry kilns.

Marquart Cos., Gainesville, N.Y., has acquired R.A. Miller Lumber Co.’s shuttered 8-acre site in N.

Tonawanda, N.Y., for $500,000.

The new owner has rehired six former R.A. Miller workers and revived custom hardwood manufacturing at the 80,000-sq. ft. facility, which closed last year.

Len’s Wood Products, Oakland, Mn., is uncertain if it will rebuild following a massive sawmill fire Oct. 13.

Goeman’s Wood Products, Hartford, Wi., suffered an Oct. 12 fire in its sawdust collection tower. Damages could be as much as $400,000 if the tower must be replaced.

Moxham Lumber Co., Johnstown, Pa., suffered a suspicious fire just after midnight Oct. 20.

Earlier in the week, an arsonist set fire to an abandoned house and four trash sites, after a vandal spray-painted a message to burn down the city.

Pendley Wood Products, French Lick, In., was dam-

aged by an Oct. 6 blaze.

Hodges Log & Lumber, Greenwood, S.C., had a milling building destroyed by an Oct. 9 fire. Among the losses were a $2-million wood chipper inside the building and $1 million worth of items outside the building.

M-D Building Products has broken ground on a new 80,000-sq. ft. manufacturing/distribution facility at its headquarters complex in Oklahoma City, Ok. The $4-million addition should be complete by April.

SRS Acquisition Corp., McKinney, Tx., has acquired roofing distributor Superior Distribution, Piney Flats, Tn. Superior’s entire sales and management staff will continue, with former owner Frank Glasscock staying on as a district manager charged with expanding Superior’s current market.

Jeld-Wen is shutting down its Hartselle, Al., door plant by the end of the year, laying off 51.

G-M Wood Products, Newaygo, Mi., will start up a new 52,000-sq. ft. exterior door component plant Dec. 1 in Toccoa, S.C.

Stella-Jones is closing its century-old Tangent Rail Products creosote treating plant in Terre Haute, In., by the end of the year.

Anniversaries: M-D Building Products, Oklahoma City, Ok., 90th … Wolfinger Hardware, Litchfield, Mi., 90th … Kolson Hardware, Great Neck, N.Y., 50th …

Building-Products.com

November 2010 Building Products Digest

27

Locals Work to Save Doomed Yard

After Homestead Building Supply, Brookings, Mn., announced it would be closing its outlet in Frazee, Mn. at the end of October, a group of Frazee business leaders began rounding up other investors interested in helping to acquire the local lumberyard.

The business leaders held a public meeting to solicit investments, hoping to sell 100 shares at $2,000 apiece.

The chain appeared willing to sell the building, property, vehicles and inventory. City administrator Jonathan Smith said Homestead was “very willing to work with us to make it a smooth transition so there is no down time with the business.”

Two additional structures are being built to accommodate the expansion.

An auction was held Oct. 30 to liquidate excess inventory and office equipment.

Garris Evans acquired New Bern Building Supply and sister store Askew’s Hardware & Building Supply, Jacksonville, N.C., after New Bern filed bankruptcy earlier this year.

Northeast Dealer Pares Back

Just two years after opening, Grand Lumber will close most of its operations in Belchertown, Ma. “It doesn’t make sense to be here,” said co-owner David W. Kenniston. “There is not enough building going on to support this location.” The original store in West Suffield, Ct., which opened in 1991, will remain open.

After mid-November, just a contractor office and small deck-design center will remain open. Kenniston said that most of the 15,000-sq. ft. building will be rented to one or more other retail stores. If the market improves, he and partner Brian W. Longey would like to open a home center that sells appliances.

N.C. Dealer Merges Acquired Yard

Garris Evans Lumber Co., Greenville, N.C., has consolidated operations of New Bern Building Supply, New Bern, N.C., at its own three-year-old facility in New Bern.

DECK FOR A SOLDIER: Using PVC decking donated by AZEK, volunteers from Homefront Georgia and the North American Deck & Railing Association built a new outdoor living area in Cummings, Ga., for Captain Don Thompson and his family.

(Photo by Bobby Parks, NADRA)

WE SAW THIS STORM COMING. AND ENGINEERED FOR IT YEARS AGO.

Cost more? No. Work better? Yes. End of story.

Canfor Changes Up New South

New South Companies, Myrtle Beach, S.C., is now doing business as Canfor Southern Pine and plans to upgrade equipment at its lumber mill in Camden, S.C. Improvements include installation of state-of-the-art grading machines. The company may also restore a second shift that was eliminated last year.

In 2006, Vancouver, B.C.-based Canfor bought New South, which now operates five facilities in the Carolinas.

Columbia Offers FSC Assistance to Private Timberland Owners

Columbia Forest Products, Greensboro, S.C., has launched a new web portal to explain its forest certification and management services to private timberland owners.

“Columbia provides a professional forest management plan document at no charge to qualifying forest land owners in exchange for the first right of refusal when the timber is ready to harvest,” said Jim Sitts, Columbia’s Appalachian timber manager. “In the 10 years since the inception of this program, Columbia has enrolled over 35,000 acres of forestland.”

Sitts said that many owners think that an FSC-certified forest management plan is out of reach, due to the size of their ownership or the expense of certification. By working with Columbia’s foresters, he said, owners can secure the long-term benefits of professional forest management.

“The idea is to supplement our timber purchases with wood from many smaller tracts,” said Sitts. “Over time, this will translate into a lighter, local footprint in the sourcing radius of each Columbia plywood mill where the program is in place.”

SUPPLIER Briefs

GAF Materials Corp. is targeting a January restart of its EverGuard thermoplastic polyolefin roofing membranes and accessories pant in Gainesville, Tx. During Gainesville’s temporary closure, GAF has consolidated all TPO products manufacturing at its facility in Mt. Vernon, In. Building Materials Alliance LLC, Peachtree City, Egger Timber Products,

Ga., is now the U.S. agent for Brilon, Germany.

Parksite, Batavia, Il., is now distributing Tech-Wood’s Siding 2.0 wood polymer composite products in the Northeast.

International Forest Products, Foxborough, Ma., is Inferno Wood Pellet,

now exclusive sales agent for Rumford, R.I.

Trex Co., Winchester, Va., has added 2”x6” and 2”x4” deck boards to its Transcend line.

Osmose’s MicroPro technology was awarded additional Green Building Points from the NAHB Research Center, under the National Green Building Standard program, reportedly making MicroPro-treated products eligible for more green building points than any other treated wood.

CertainTeed won a 2010 CSX Environmental Award for reducing carbon emissions for shipments from plants in Cody, Wy.; Moundsville, W.V.; Carrollton, Ky., and Nashville, Tn.

Four years of research. Two years in trial. One convincing 14-day underwater flood test. The result is a patented tapered-edge technology that enables pointSIX™ Flooring and pointSIX Durastrand Flooring to weather any storm while holding the line on edge swell.

You can’t predict the weather.

But you can choose better flooring.

www.pointsixflooring.com

MOVERS & Shakers

Bill Cullen, ex-Weyerhaeuser, is now division mgr. at Capital, Dallas, Tx. Jake Webb has joined the commercial sales department at Hammond Lumber Co., Belgrade, Me. New outside sales reps are Matt Stelzer and Jake Sproul, working out of the Brunswick, Me., yard, and Israel Rodriguez, based at the Portland, Me., location.

John Scarborough, ex-Tamko Building Products, is now a product specialist for the Mid-Atlantic region at Fiberon, New London, N.C. Ralph Church is a new account mgr. at Smith Phillips Building Supply, Statesville, N.C. Tom Gideon, previously executive v.p.-forest products, assumes leadership of Weyerhaeuser’s timberland business, with the retirement of senior v.p.-timberlands Mike Branson. Larry Burrows is now senior v.p.-wood products. Peter Orser succeeds Burrows as president and c.e.o. of Weyerhaeuser Real Estate Co. Sara Kendall is v.p.-corporate affairs, succeeding Ernesta Ballard, who is retiring.

30

Jay Posze has joined Rayonier, Jacksonville, Fl., as v.p. of human resources.

Robert Uhler has joined MidAmerica Lumbermens Association, Kansas City, Mo., as regional mgr.

James S. Metcalf, president and chief operating officer, USG Corp., Chicago, Il., will succeed William C. Foote as c.e.o. Jan. 1. Foote will remain executive chairman.

Curtis M. “Curt” Stevens, executive v.p.-administration and c.f.o., Louisiana-Pacific Corp., Nashville, Tn., was elected to the board of Quanex Building Products Corp., Houston, Tx. Chris McIver was promoted to v.p.lumber sales & corporate development for West Fraser Timber Co., Vancouver, B.C. Memphis, Tn.based Sean McLaren is now v.p.U.S. lumber operations, and Peter Rippon, v.p.-pulp & energy.

Steven Silverman was named president and c.o.o. of Axion International, New Providence, N.J. He succeeds interim president Miles Slater, who remains a director.

Building Products Digest November 2010

Dorothy C. Weaver and John D. Baker II were elected to the board of Texas Industries, Dallas, Tx. Andy Jensen has been named corporate general mgr. at Schield Family Brands, Medford, Wi. Barb Grider is a new production office associate in the routing/ scheduling department of Gorell Windows & Doors, Indiana, Pa. Joe Hikel, c.o.o., Shelter Systems, Westminster, Md., was elected president of Structural Building Components Association, succeeding Steven Spradlin, Capital Structures, Fort Smith, Ar. Linda Johnson, Village True Value Hardware, Western Springs, Il., was elected executive vice chairman of the North America Retail Hardware Association.

Craig Menear, executive v.p. of merchandising, Home Depot, Atlanta, Ga., will receive City of Hope’s Spirit of Life Award Jan. 11 during the International Builders’ Show in Orlando, Fl. Mike Rowe Chip is the new director of technology for Mungus-Fungus Forest Products, Climax, Nv., report co-owners Hugh Mungus and Freddy Fungus.

Building-Products.com

LOWE'S store entrances are adding new recycling bins for customers to drop off rechargeable batteries, CFLs, cell phones, and plastic shopping bags in one centralized location.

Loweʼs Makes Recycling Easy

for those still planning to add a bathroom, the average size has decreased from more than 70 sq. ft. in 2008 to just 60 sq. ft. in 2010.

Beyond the bathroom, additional signs point to changes in the home improvement industry. They include: • The average number of rooms that homeowners plan to remodel fell from 3.7 in 2007 to 2.7 in 2010.

• Home equity increases in 2006 and 2007 encouraged spending, but now as equity shrinks, homeowners are scaling down their projects.

• In the 2008 report, homeowners stated that their homes were worth an average of $390,000, with equity of

Lowe’s has installed permanent recycling bins in its stores for customers to dispose of plastic shopping bags, rechargeable batteries up to 11 lbs., old cell phones, and unbroken compact fluorescent lamps. The chain will then haul the items to recycling centers to reclaim usable materials.

“The recycling centers make it easier for customers to make a difference,” said Michael Chenard, director of environmental affairs. “Recycling is a simple way to help reduce unnecesFor overFor 30over years30 For over 30 years years sary waste in our communities.”

For over 30 years For over 30For years over 30 years ForElder over 30 years Elder Wood Preserving Co, Inc.Co, Inc. Since 2004, the chain has provided ElderWood For over 30 Preserving years Elder Wood Preserving Wood Preserving Co, Inc. Co, Inc. For over 30 years Elder Wood Preserving Co, Inc. Elder Wood Preserving Co, Inc. Elder Wood Preserving Co, Inc. For over 30 years has provided a range of in-store battery recycling stations that provided aa range of Elder Wood Preserving has provided aof rangeCo, of Inc. For overhas 30 hasyears provided range Elder Wood Preserving Co, Inc. has provided a range of has provided a range of has provided a range of lumber, Elder Wood Preserving Co, Inc. wood products from have diverted more than 1 million lbs. wood products from lumber, has provided a range of wood products from lumber, Elder Wood Preserving Co, Inc. wood products from lumber, has provided a range of wood products from lumber, wood products from lumber, wood products from lumber, provided a range offrom of rechargeable batteries from localhas decking, timbers, plywood, products lumber, decking, timbers, plywood, decking, timbers, plywood, has provided awood range of decking, timbers, plywood, wood products from lumber, decking, timbers, plywood, decking, timbers, plywood, decking, timbers, plywood, landfills. This spring, an appliance-wood products from lumber, deck accessories, and decking, timbers, plywood, deck accessories, and more. more. deck and more. deckaccessories, accessories, more. wood products from lumber, decking, timbers, plywood, deck accessories, and more. deck accessories, and more. recycling program that includes free deck accessories, and more. decking, timbers, plywood, We maintain high ideals, deck accessories, and more.

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Remodeling Pace Stabilizes

Apprehensive over the economy, homeowners continue to scale back on remodeling projects, according to a new report by Remodelormove.com.

Results show that after a year of steady declines in 2009, the interest in remodeling stabilized in 2010.

However, the size and scope of the remodeling projects are much smaller7KH 0LFUR3UR 7UHDWHG :RRG 3URFHVV LV FHUWL¿ HG 7KH 0LFUR3UR 7UHDWHG :RRG 3URFHVV LV FHUWL¿ HG under SCS’s Environmentally Preferable Product when compared to 2007/2008.

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$155,000. Today, the average home value is just $289,000, with equity at $110,000.

About 85% said cost is the biggest barrier to remodeling. However, while the scale and number of remodels is down, the interest from homeowners who are in a position to remodel is strong, and their taste for higher-end designs and expensive materials remains.

More than 12% reported that they plan to use expensive materials in their remodel; almost 50% reported that they are excited to start their remodeling project; and 84% plan to start in the next 12 months.

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3/2010

3/2010 3/20

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November 2010 Building Products Digest

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3/2010

3/19/2010 3/19/201 3/19/2010 P 3/19/2010 2:27:38 PM 2:27:38 3/19/2010 2:27 3/19/2010 3/19/20

OVER THE Counter

By Mike Dandridge

Busting the myths of counter sales

C

to escalate and the traditional perceptions of good customer service are becoming obsolete, as are the dealers and wholesalers that cling to outdated business models. Some of the beliefs of the past need to be held up to scrutiny. We may find that what once passed for truth is nothing more than a myth.

USTOMER EXPECTATIONS CONTINUE

Myth #1: The customer knows best.

This isn’t the same thing as “the customer is always right.” This is about letting the customer know when there may be a better alternative than the conventional wisdom.

The latest technology isn’t always the best fit in every situation. When it comes to something as fast paced and layered as construction industry, most customers don’t have access to or the awareness of resources available to the building material supplier. The customer is dependent upon the expertise of the wholesaler to offer suggestions and to provide the most effective way of achieving the desired results.

Truth: Customers rely on distributors to provide them with the knowledge to enable them to make informed decisions.

Myth #2: We don’t need no stinkin’ marketing plan.

From my days as a salesman, I remember unopened boxes full of expensive marketing promotional brochures getting tossed into the trash because they were out of date.

Why were they unopened? Because the salesmen wouldn’t use them.

I’m not sure where the marketing and sales rivalry began, but a dialogue needs to open up between the marketing department and the sales team. If the marketing department isn’t providing relevant and useful materials, then the sales team needs to communicate that. By combining their efforts, the marketing department can arm the sales team with some powerful tools of persuasion.

Truth: Marketing is essential to growth.

Myth #3: All customers buy on price.

It only seems that way because “price customers” are the most vocal. There are two types of buyers: transactional and relational. The transactional buyer, as implied by the name, is focused only on the transaction. What’s the cheapest, the best, the fastest for the money? If a dealer

32

Building Products Digest November 2010

wins one transaction, he earns no loyalty from the transactional customer, only an opportunity to compete again in the next transaction.

A relational customer, on the other hand, is focused on finding a distributor he can trust and depend upon. Money is a factor, but the relational customer believes that if he builds a relationship with a trustworthy supplier, he’ll be treated fairly on the price. Smart suppliers seek out and focus on the relational customer.

Truth: Some customers value a trustworthy supplier more than a cheap price.

M yth # 4 : If you just keep selling, growth is inevitable.

Many dealers and distributors seem to believe that they Building-Products.com

deserve an increase in revenues with each passing year.

That’s like saying you deserve a raise because it’s your birthday.

Growth requires strategy. Retaining customers, prospecting for new clients, and gaining market share are a few of the elements in the growth strategy. Start by having a clear awareness of your daily cost of operation. Growth comes from knowing that number and exceeding it on a regular basis. Research the market potential for the communities in which you work. Uncover the fastest growing markets in these communities and determine if you can leverage the strengths of your firm to take advantage of these new developments. Growth doesn’t just happen.

Truth: Growth is a choice and it requires deliberate planning.

Myth #5: A satisfied customer is a loyal customer.

Think of it this way: A customer can be “satisfied” with your company and your competitor at the same time.

“Customer satisfaction” means you met the bare minimum of the customer’s expectations and is no guarantee of customer loyalty.

Loyalty is earned by actions. Are your deliveries to customers accurate and on time? Can your customer get a live voice when calling your branch? Are your projects on schedule and problem-free?

Truth: Customer loyalty is earned by the actions you take.

Myth #6: Wholesale is different from retail.

Admit it. Part of you still wants to believe the customers in wholesale are somehow different from the ones that shop in the mall. You still believe that the wholesale industry exists in a separate realm from retail.

Maybe so, but the contractor at your counter buys from retail businesses, too. He takes his five-year-old son for ice cream where the server turns a double-dip cone into performance art. He takes his truck for an oil change and is served cookies and coffee while he waits. He eats donuts at a bakery that offers free WiFi. These vendors and others

Building-Products.com

like them have raised the standards for service—everywhere.

Truth: There are no borders in business anymore.

Myth #7: If it ain’t broke, don’t fix it.

Wholesale distribution will continue to thrive, but only by moving into new territory. There are wholesalers who are doing business today the same way they did in 1970.

Success can be an obstacle to continued success. Past glories and achievements can lull a business into a sense of complacency.

Unfortunately, the old business model is failing fast and successful growth means leaving something behind. D-i-y centers and big box merchants will continue to be a threat.

Fortunately, for the wholesale supplier, these behemoths belong to mega corporations that are unwieldy and slow to respond to changes in the business landscape.

Truth: If it ain’t broke, break it. It’s probably out of date anyway.

Myth Busting

No wholesaler can afford to maintain a casual businessas-usual attitude. With new competitors coming in, multiple channels vying for a share of your customers’ minds, and roller-coaster-like market swings, it’s quite the challenge to stay ahead.

Knowledge of the construction industry, awareness of competitors’ competencies, and a critical assessment of the company’s strengths and flaws are essential elements in meeting customers’ expectations. Companies that achieve this will find a more rewarding, less competitive marketplace.

Mike Dandridge High Voltage Performance highvoltageperformance.com (254) 624-6299 mikedan@mac.com

November 2010 Building Products Digest

33

NEW Products

A Better Nose for Driving

Preserves Jamb

STRONGTIE.COM

ULTRAJAMB.COM

The Quik Drive PRO300S auto-feed driver from Simpson StrongTie includes a new decking nose clip.

The new accessory centers screws on the deck joist and places each screw the same distance from the edge of the board—for a clean, finished appearance.

Collated screw strips are used to eliminate fastener waste.

(800) 999-5099

Concrete Protection

Quikrete epoxy coatings from PlastiKote help extend the life of concrete floors.

Just one coat of the semi- and high-gloss versions offers protection against hot tires, gasoline, oil, scuffs, and general wear and tear.

Tan, light, gray, and 40 custom tintable colors are available.

PLASTIKOTE.COM (866) 222-8714

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Building Products Digest November 2010

The Ultra Jamb Reinforcer helps protect screen doors and doorjambs from heavy use and wind damage.

A steel plate reinforces the area where the door bracket attaches to the jamb, preventing the wood from splitting or cracking. It is compatible with all models and reportedly installs in minutes.

(800) 356-0524

PVC Helpers

Kleer Lumber now offers a complete line of adhesives and sealants specially formulated for cellular PVC building products.

The collection includes two-part adhesives, fastcuring cement, structural sealant, two-part epoxy putty, applicator guns, and mixer tips.

KLEERLUMBER.COM (866) 553-3770

Building-Products.com

Prestigious Decking

Guardian Building Products now offers PVC decking.

GuarDeck Prestige and Elite installs with standard power and hand tools, can be cleaned with mild soap and water, and resists moisture, stains, and fading.

GUARDECK.COM (800) 569-4262

Building-Products.com

Special Curves

Curved polyurethane corners for use with drywall are from Fulcrum Composites.

Options include 90 curves for internal and external corners, and 180 bullnose corners for finishing end and half walls. Both 8’ and 10’ lengths are available, with or without tapered edges.

FULCRUMCOMPOSITES.COM (989) 636-1025

Wood Protection

Cutek coatings and cleaning products are now distributed by Sundeck Americas.

Manufactured in Australia and New Zealand, the products protect a range of wood products— including bamboo. They reportedly repel water, offer mold and fungal resistance, and increase dimensional stability.

SUNDECKAMERICAS.COM (586) 786-0140

November 2010 Building Products Digest

35

Decking From Carpeting

Nylodeck composite deck boards are manufactured from 100% recycled carpet fibers and VOC-free resin.

Each 5/4” board has a three-dimensional, UV-resistant, embossed surface.

Lengths of 8’ to 24” are available, in light caramel, cocoa, and gray.

The decking can be installed with most traditional fastening systems, and is resistant to moisture, mold, and termites.

NYLOBOARD.COM (877) 695-6909

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Building Products Digest November 2010

Versatile Hidden Fasteners

DeckEase hidden deck fasteners can be used with both wood and composite decking.

The clips fit grooved boards 3/4” to 1-1/2” thick, with 1/8” to 1/16” groove widths, regardless of groove location.

One pail includes 375 clips and covers 200 sq. ft.

DECKEASE.COM (888) 578-3273

Building-Products.com

Glulam With Power

Anthony Forest Product’s new 1.9E Power Rated Glulam can be substituted for LVL in most applications.

The product has a balanced layup with no camber at 3-1/2” and 5-1/2” widths at IJC and lumber depths.

It is also certified green by SFI and NAHB’s Green Building Program.

ANTHONY FOREST PRODUCTS.COM (800) 221-2326

Building-Products.com

Composite Railing

Xpanse Premier and Select composite railings from Barrette Outdoor Living offer the look of hand-painted wood.

It comes in two colors, with the choice of square, round, or colonial balusters.

Premier is made with a water-resistant core of engineered polymer, while Select is made of high-performance vinyl reinforced with aluminum.

XPANSEGREATEROUTDOORS.COM (800) 336-2383

November 2010 Building Products Digest

37

PRODUCT Spotlight Radiant Barrier Insulation

ID’ing top performers in radiant barrier insulation

R

ADIANT BARRIER insulation can save homeowners big money—if they choose the best products for the right job.

Although installing radiant barriers in attics can lower utility bills by as much as 17%, not all products are cost effective or suited for such applications. Some use non-code materials, according to Luke Rogers, technical director for Innovative Insulation, Arlington, Tx. “Product safety testing standards used by ASTM International, a global standards development organization, should guide consumer buying decisions,” Rogers advises.

But first, buyers and sellers must become familiar with how different types of insulation work. Products such as batts, foam and blown-in fiberglass absorb heat, while radiant barrier materials reflect it. Heatabsorbing products typically are thick,

while reflective products are paperthin.

Innovative Insulation offers a fivepoint checklist to help dealers steer consumers to top-performing products:

1. Know the Fire Rating. Rogers says that, for the best performance, look for products certified to ATSM Standards E84 and E2599. No radiant barrier product with aluminum foil on both sides passed these ASTM fire spreading tests, while metalized plastic film products did.

2.

Not All Perforations Are Created Equal. Radiant barriers must be able to “breathe” to let moisture pass through. Not all products do this well. Rogers suggests looking for products certified to ASTM C1313, which requires a minimum rating of 5 perms for any material intended to

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Building Products Digest November 2010

transmit moisture.

3 . Provide Fact Sheets. Some companies sell products not made to ASTM standards, and which are not safety tested. The U.S. Federal Trade Commission requires anyone selling insulation products to the public to provide fact sheets that spell out insulation values.

4 . Reflective Insulation Is Not for Attics. Reflective insulation has a thin layer—about a quarter of an inch—of foam, bubble-pack, or fiberglass sandwiched between two layers of reflective material. It is for applications such as walls, floors and basements where some R-value is needed, but space is limited. It is more expensive than radiant barrier film and adds less R-value than additional blown-in or foam insulation would provide.

5 . Paint Does Not Meet the Definition. Radiant barrier materials, as defined by ASTM, must be at least 90% reflective. The Reflective Insulation Manufacturers Association says the reflectivity of “radiant barrier paints” ranges from 10% to 75%.

Rogers advises to look for Energy Star insulation labels on radiant products—you won’t find them on paint.

Building-Products.com

IN Memoriam

Edmond Carl Fiedler, 84, former owner of D.S. Stuckey Lumber, Wichita, Ks., died July 11 in Wichita.

During World War II, he served with the U.S. Army. He became owner of D.S. Stuckey after graduating from the University of Kansas in 1949.

He also served as president of the Kansas Lumbermen’s Association.

Walter E. Hornburg Jr., former owner of Ellington Hardwood Lumber, Ellington, N.Y., died of cancer Sept. 27 in Russell, Pa. He operated Ellington Hardwood for 40 years.

Howard C. “Howie” Lee, 70, former owner of Omro Lumber Yard, Omro, Wi., died Sept. 25 in Omro.

A U.S. Army veteran, he worked at Omro Lumber for 38 years, the last eight as owner.

Daniel T. Broderick Jr., 90, former owner of D.T. Broderick Lumber, Pittsburgh, Pa., died Aug. 9 in South Bend, In. A Navy veteran, he also worked at Western Spruce Sales, Pittsburgh, and held stakes in several B.C. lumber operations.

Building-Products.com

Eleanor Olson, 90, former coowner of Olson Lumber Co., Manawa, Wi., died Sept. 23 in King, Wi. She co-founded Olson Lumber with her husband, Ralph, and brother-inlaw, Clarence Olson. The firm is now known as Kettle Moraine Hardwood.

Mary A. Ritter, 94, retired president of L.E. Ritter Lumber, Belvedere, N.J., died Oct. 13 in Belvedere.

A 1937 graduate of the New Jersey College for Women, she volunteered as a plane watcher and for the Red Cross during World War II. She headed L.E. Ritter from 1983 until her retirement in 2004.

Donald Clyde Cusick Sr., 75, former manager of Try Cash & Carry Lumber Yard, Canfield, Oh., died Sept. 23 in East Palestine, Oh. He spent 15 years at Try Cash.

J.A. “Chigger” Stokes, 85, owner of Stokes Lumber, Vanleer, Tn., died Oct. 16 in Dickson, Tn. His wife of 64 years, Rosalie, died two days earlier.

John W. Nohren, 66, owner of Ace Hardware, Pana, Il., died Oct. 17 in Tower Hill, Il. He opened the store in 1978 with Dave Spurgeon and became full owner in 1980.

November 2010 Building Products Digest

39

GULF COAST EXPO Photos by BPD

FLORIDA BUILDING Materials Association gathered Sept. 22-24 for its annual convention and expo at Walt Disney World Dolphin Resort & Convention Center, Orlando, Fl. [1] Herb Strickland, Juan Quesada. [2] Steve Esham, Bo McVay. [3] Joe Dioco, Juan Nadal. [4] Tom Hammell, Brice Dixon, Jamison Eige. [5] Bruce Peters, C.W. Macomber. [6] Keith Fox, Tim Kallan, Jeff Hoffman. [7] Dave Wilson, Brad Wanzenberg, Bill Tucker. [8] Teeny & Nancy Johnson, Bonnie Lewis, Linton Tibbetts. [9] Ralph Del Valle, Tom Joyner. [10] Joe Shetler, Tom Heard. [11] Chris

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Building Products Digest November 2010

Abbott, Dillon Forbes, Tim Gosy. [12] Gus Stritt, Terry Lewis. [13] Amy Yelverton, Greg Mann. [14] David Swisher, Mike Smyth. [15] Dan Bowman, Bobby Fehr, Mike Bowman. [16] Craig Schneider, Linda & Brian Vance, Kelsey Vance, Tony Cerully. [17] Phil Jenkins, Manny Feijoo, Lily & Mike O’Brien, George Fishtorn II. [18] Rick Sanders, Tya Camp, Randy Terrill. [19] John Coleman.

(More photos on next two pages) Building-Products.com

GULF COAST EXPO Photos by BPD

MORE FBMA (continued from previous page): [1] Bill Jotham, Mike Provenze. [2] Bill Branzell. [3] Brian King, Paul Phillips, Chuck Walls. [4] Lee Morris, Perry Rutkowski. [5] Charlie Stone, Terry Lewis. [6] Jack Humphreys, Joe Heltsley, Justin Sock. [7] Dave Watts, Brian Lombardi.

[8] Ed Dietrich, Dan Greene. [9] Brian Cress, Vishal Saxena. [10] Darrin

Building-Products.com

Jole, Jeff Knauff, Ed Chiverton, Jim Knight, George Judd, Tom Ciarletta, Mike Setters, Don Viscio, Mario Barrabi. [11] Bob & Peggy Clifton, Shelly Taylor, Greg Terlep. [12] Nikki & Wade Jefferson. [13] Sean O’Dell, James Rane. [14] Brad Bedford.

(More photos on next page)

November 2010 Building Products Digest

41

GULF COAST EXPO Photos by BPD

FBMA EXPO (continued from two previous pages) in Orlando: [1] Tony Sierra, Glenn Butler. [2] Ben Milburn, Juan Herrera, Robert Mickle, Joanne Cereghino. [3] Buddy Lewis, Rob Pavlik. [4] Joel Adamson. [5] Eric Sizemore, Marty Goff, Ken Richards, Mike French, Don Downs. [6] John Downs, Shawn Harlacher, Angie Dolan. [7] Craig Myers, Lee Kimball. [8] Kevin O’Connor, Dinny Waters. [9] Perry Rutkowski, Darrin Martin, Axel Lambertini, Kade Terrell. [10] Brian Wofford, Blair Huffman.

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Building Products Digest November 2010

[11] Durand Darbyshire, Stokes Wallace. [12] Dave Keeley, Sean Keeley. [13] Will Schwartz, Scott Boyd. [14] Ryan Kaelin, Steve Mihailoff, Scott Sundie, John Levey, Rich Kessler. [15] Julie LaBelle, Rudy Camera. [16] Richard Lane, Don Hayes. [17] Steve Pitts, Mandy Holifield, Keith Norder. [18] Darryl Douglas, David Edelstein. [19] Rex Scott, Tom Taylor. [20] Jessica Lovatt, Alan Oakes.

Building-Products.com

ASSOCIATION Update

National Lumber & Building Material Dealers Association installed Joe Collings, c.e.o., Ferguson Lumber, Rockville, In., as chairman, replacing outgoing chair Dan Fesler, Lampert Yards, St. Paul, Mn. Other new officers are chair-elect Cally Coleman Fromme, Zarsky Lumber, Victoria, Tx.; 1st vice chair Chuck Bankston, Bankston Lumber, Barnesville, Ga.; 2nd vice chair Chris Yenrick, Smith-Phillips Building Supply, Winston-Salem, N.C.; treasurer Linda Nussbaum, Kleet Lumber, Huntington, N.Y.; manufacturers & services council chair Carlos Guilherme, Weyerhaeuser, Federal Way, Wa., and federated association executives chair Chris Quinn, Kentucky Building Materials Association.

Northeastern Retail Lumber Association feted Harold LaValley, founder of LaValley Building Supply, Portsmouth, N.H., as Lumberman of the Year during its annual meeting.

New officers are chairman David Moore, Wiley Bros., Schaghticoke, N.Y.; chairman-elect Tony Shepley, Shepley Wood Products, Hyannis, Ma.; vice chair Jon Hallgren, Curtis Lumber, Ballston Spa, N.Y.; treasurer Dick Tarr, Lapointe Lumber, Augusta, Me., and members-at-large Scott Norrie, Howe Lumber, E. Brookfield, Ma., and Joe Miles, R.K. Miles, Manchester, Vt. New directors: Chris Davie, PSI Distributors, Elizabeth, N.J.; Tim Lyons, Brockway-Smith, Andover, Ma.; Joe Walker, Sancona Builders Supply, Sandy Creek, N.Y., and Rob Holden, Florence Building Materials, Huntington, N.Y. This fall, ffiliated groups are also naming a Lumber Person of the Year during their annual meetings. New York & Suburban Lumber Association selected Bert Smeraldi, PSI Distributors; Western New York named Dick Mallory, Williamson/Wolcott Building Supply; Lumber Dealers of Connecticut named Richard Slevinsky, Miner’s, and Massachusetts Retail Lumber Dealers named Jay Torrisi, Jackson Lumber & Millwork. Bob Keiver, Keiver-Willard Lumber, received the Massachusetts group’s Lifetime Achieve-ment Award.

At upcoming annual meetings, Tim Erchick, Mid-State Lumber, will be honored by Mid-Hudson Lumber Dealers Nov. 12 in Washingtonville, N.Y.; Wayne Farley, Cleary Lumber, Building-Products.com

by Rhode Island Dealers Nov. 19 in Warwick, R.I.; Chuck Handley, Burke’s Home Center, by Central New York Nov. 19 in Auburn, N.Y., and Bart Biondolillo, North Counties Supply, by Northern New York Nov. 19 in Alexandria, N.Y.

Indiana Lumber & Builders Supply Association booked economist Morton Marcus, Farnsworth Group’s Jim Robisch, and new NLBMDA chair Joe Collings to speak at its annual meeting Dec. 9 in Indianapolis.

New Jersey Building Materials Dealers Association’s annual meeting is Nov. 17 in East Brunswick, N.J.

IN THE DRIVER’S SEAT: DW Distribution awarded a 2010 Camaro SS to Lengefeld Lumber, Temple, Tx., in its recent “DW Driven To Win” promotion to mark the distributor’s 55th anniversary.

(From left to right) DW’s Joel Franks, Byron Potter, Nathan Potter, Lengefeld’s Bruce Walker, DW’s Ward Payne, Aaron Elliott, and Pat Wolever. Second place winner was 195 Lumber, Killeen, Tx.

November 2010 Building Products Digest

43

CLASSIFIED Marketplace

Rates: $1.20 per word (25 word min.). Phone number counts as 1 word, address as 6. Centered copy or headline, $9 per line. Border, $9. Private box, $15. Column inch rate: $55 if art furnished “camera-ready” (advertiser sets the type), $65 if we set the type. Send ad to Fax 949-852-0231 or dkoenig@ building-products.com.

For more info, call (949) 852-1990. Make checks payable to Cutler Publishing. Deadline: 18th of previous month.

HELP WANTED

WE ARE LOOKING for aggressive sales representatives to grow with our company. We are a well-established (since 1922) and reputable family-owned wholesaler looking to expand into new markets. Work from your hometown and earn the best commissions in the business.

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WANTED TO BUY

LUMBER TRADER We are a wholesale lumber company looking for an experienced trader. Any species. No restrictions on mills or customers. No relocation. 60% split for trader. Call John at Lakeside Lumber at (623) 566-7100 or email lakesidelumber@cox.net.

Feature your Business Card in Building Products Digest Say Happy New Year and help end breast cancer Use this low-cost opportunity to deliver New Year’s greetings to your customers, friends and suppliers—and help Susan G. Komen for the Cure, which for nearly 30 years has been leading the global movement to end breast cancer.

Your business card—reprinted in color and reduced slightly to 2-3/8” x 1-3/8”—will appear in a special section in the January issue of Building Products Digest. The cost for each ad is just $100, $25 of which is tax deductible and will be matched by us—for a total donation of $50 to Komen for the Cure.

WANTED TO BUY

WE BUY AND SELL PANEL STRIPS

Plywood, OSB, particleboard and MDF by the truckloads. Lumber Source, Phone (800) 8741953, Fax 888-576-8723, email LumberSource@hotmail.com.

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Doing your part is easy: Just send us your business card(s) before Dec. 13, along with a check for $100 per card—or $200 per card to appear in both BPD and its western counterpart, The Merchant Magazine—to Cutler Publishing, 4500 Campus Dr., Ste. 480, Newport Beach, Ca. 92660.

Questions? Call Alan at (949) 852-1990 44

Building Products Digest November 2010

Building-Products.com

DATE Book

Listings are often submitted months in advance. Always verify dates and locations with sponsor before making plans to attend.

Spruce Computer Systems – Nov. 8-12, annual online user conference; (800) 777-8235; www.sprucecomputer.com.

Michigan Lumber & Building Materials Assn. – Nov. 9-10, board meetings, Lansing, Mi.; (517) 394-5225; www.mlbma.org.

Lumbermen’s Assn. of Texas – Nov. 10, board/committee meetings, Wyndham, Austin, Tx.; (512) 472-1194; www.lat.org.

Western New York Lumber Dealers Association – Nov. 11, annual meeting, Pittsford, N.Y.; (518) 286-1010; www.nrla.org.

Wisconsin Retail Lumber Association – Nov. 11, Future Lumber Leaders conference, Stevens Point, Wi.; Nov. 15-17, annual estimating camp, Madison, Wi.; (262) 250-1835; www.wrlamsi.com.

Mid-Hudson Lumber Dealers Association – Nov. 12, annual meeting, F.E.A.S.T. at Round Hill, Washingtonville, N.Y.; (518) 2861010; www.nrla.org.

Virginia Tech – Nov. 12, supply chain management workshop, Danville, Va.; www.woodscience.vt.edu.

Peak Auctioneering – Nov. 13, LBM auction, York Expo Center, York, Pa.; (800) 245-9690; www.peakauction.com.

Northern New York Lumber Dealers Assn. – Nov. 13, bowling tourney, Potsdam, N.Y.; Nov. 17, annual meeting, Gran View Restaurant, Ogdensburg, N.Y.; (518) 286-1010; www.nrla.org.

North American Building Material Distribution Association – Nov. 16-18, annual convention & show, Broadmoor, Colorado Springs, Co.; (888) 747-7862; www.nbmda.org.

U.S. Green Building Council – Nov. 16-19, Greenbuild, McCormick Place, Chicago, Il.; (800) 795-1747; www.greenbuildexpo.org.

New Jersey Building Material Dealers Assn. – Nov. 17, annual meeting, East Brunswick, N.J.; (800) 269-9603; njbmda.org.

Twin Cities Hoo-Hoo Club – Nov. 17, dinner & meeting, Grumpy’s, Roseville, Mn.; (612) 490-8583.

Vermont Retail Lumber Dealers Assn. – Nov. 18, board meeting, 3 Stallion Inn, Randolph, Vt.; (518) 286-1010; www.nrla.org.

Central New York Retail Lumber Dealers Assn. – Nov. 19, annual meeting, Springside Inn, Auburn, N.Y.; (518) 286-1010; nrla.org.

Rhode Island Lumber & Building Material Dealers Association – Nov. 19, annual meeting, Crowne Plaza, Warwick, R.I.; (518) 286-1010; www.nrla.org.

Peak Auctioneering – Nov. 20, LBM auction, Metrolina Tradeshow Expo, Charlotte, N.C.; (800) 245-9690; www.peakauction.com.

Wallace Hardware Co. – Nov. 30-Dec. 2, fall market, Gatlinburg Convention Center, Gatlinburg, Tn.; (423) 586-5650; www.wallacehardware.com.

Eastern Building Material Dealers Association – Dec. 2, board meeting, Lancaster, Pa.; (800) 296-3278; www.ebmda.org.

Oklahoma Lumbermen’s Assn. – Dec. 4, holiday party, Hard Rock Resort, Tulsa, Ok.; (800) 256-9229; www.oklumber.org.

Peak Auctioneering – Dec. 4-5, LBM auction, Howard County Fairgrounds, Baltimore, Md.; (800) 245-9690; peakauction.com.

Eastern New York Lumber Dealers Association – Dec. 7, annual holiday trade show, Saratoga Springs, N.Y.; (518) 286-1010; www.nrla.org.

Lumber Dealers Association of Connecticut – Dec. 8, past president’s dinner, Simsbury, Ct.; (518) 286-1010; www.nrla.org.

Indiana Lumber & Builders’ Supply Assn. – Dec. 9, holiday party, The Conrad, Indianapolis, In.; (877) 465-8627; www.ilbsa.org.

Western New York Lumber Dealers Association – Dec. 14, customer service workshop, Rochester, N.Y.; (518) 286-1010; www.nrla.org.

Building-Products.com

November 2010 Building Products Digest

45

ADVERTISERS Index For more information on advertisers, call them directly or visit their websites [in brackets].

Advantage Trim & Lumber [www.advantagelumber.com]..........39 Ainsworth [www.ainsworth.ca] ................................................28-29

Anthony Forest Products [www.anthonyforest.com] ...................8

Barrette Outdoor Living [www.barretteoutdoorliving.com]...17NE

Boston Cedar [www.bostoncedar.com] ........................................7 Capital [www.capital-lumber.com]..........................................30, 39

Chicago Suburban Lumber Sales .................................................38

Crumpler Plastic Pipe [www.cpp-pipe.com] ................................46

Eco Chemical [www.ecochemical.com] .......................................27 Elder Wood Preserving [www.elderwoodpreserving.com] ........31

Enduris [www.enduris.com] ..........................................................21

Fasco America [www.fascoamerica.com]....................................35

Fiberon LLC [www.fiberondecking.com] .......................................5 Fletcher Wood Solutions [www.tenonusa.com] ..........................13

Fry Wholesale Lumber .....................................................................4 Great Southern Wood Preserving [www.yellawood.com] ..........23

GRK Fasteners [www.grkfasteners.com].....................................37

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Building Products Digest November 2010

Guardian Building Products [www.guardianbp.com]........Cover II J.H. Baxter [www.jhbaxter.com]....................................................43

Northeastern Lumber Manufacturers Assn. [www.nelma.org]...26

Osmose [www.osmose.com] ................................................Cover I Quality Borate Co. [www.qualityborate.com] ..............................44

Redwood Empire [www.redwoodemp.com].................................11 RISI [www.risiinfo.com/crows] ......................................................33

RoyOMartin [www.royomartin.com]...................................Cover IV Simpson Strong-Tie [www.strongtie.com].....................3, Cover III Southern Forest Products Association [www.sfpa.org].............41

Sunbelt [www.sunbeltracks.com] .................................................15

Sundeck Americas [www.sundeckamericas.com] ......................19

Tank Fab [www.tankfab.com]........................................................45 Western Red Cedar Lumber Assn. [www.realcedar.org]......24, 25

IDEA File

Seacoast Ace Hardware, Portsmouth, N.H., faces big box competition every day. Yet the small store has prospered—recently hiring two new employees—by focusing on customer service and sustainability.

“We’re very different in the sense that we try and forge a stronger relationship with our customers than many of our competitors do,” says John Ozberak, who owns and operates the business with his wife, Mel. “If we don’t have what someone is looking for, we’ll send them where they can find it. That might sound crazy, but when they see that honesty, that makes them want to come back.”

The couple bought the store in 2006, after years in the hospitality industry. “When we ran hotels and motels, we would learn the names of everyone that came in, learn their kids’ names, because we wanted them to come back,” says John. “Opening this store, we wanted to stay true to that sense of community.”

Seacoast encourages sustainability by stocking an array of green products: low- or no-VOC paints and stains, recycled plastic buckets, CFL light bulbs, enviro friendly wood finishes, biomass pellets for woodstoves, and all natural pesticides, herbicides and fertilizers.

Just as impressive is the couple’s commitment to reducing onsite waste. The store serves as a registered drop-off point for CFL bulbs, customers are asked if they want purchases bagged, and plastic bags are not used—even to hold tiny nuts and bolts. When paint is mixed incorrectly—a rare occurrence—mistakes are donated to local organizations.

“In the end,” says John, “the tie-breaker between us and the other guys is customer service.”

Hardware with a Heaping of Hospitality

Building-Products.com

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©2010 Simpson

Strong-Tie Company Inc. DT09

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Building Products Digest

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