See the light

L LlHoucH I nusrsrEp the idea at first. deck lights

.CLhave become thc most profitable thing that we do in our business," says Doby Franklin. of Flanklin & Sons Deckmas(ers, Tulsa. Ok.

Franklin resonates thc discovery of other dealers whcl have realized deck lighting's ability to brighten margins. Deck lights add value, offcr distinction on both vertical and horizontal places. and significantly increasc the use time of any clutdoor living space.

Simple, eff'ective and aflbrdable low voltage installation techniques have eliminated rnuch of thc fear factor. For example, Aurora Deck Li-ehting's quick-connect plug and play pigtail system makes it easy for thc contractor or d-iyer to completc most any project. A wide selection complements any size square post to fit almost any budget. Many offer compliance for IRC's sal'e stair lighting requilements.

Adding lights to an averagc deck will add approximately 107o more revenue, but as much as 20Vc of the profit. "Work less. make more. Lighting has transformed my business," says Alvin Srnith, from Hickory Dickory Decks, Bangor. Me.

Equally imporlant is the ability of deck lights to increase job closure rate. "We can't cet out of the neighborhood without landing another job because of deck lighting," tells Bob Lehman, from Creative Vinyl Products, Baltimore, Md.

For contractors and dcalcrs alikc, differentiation is critical. The usc of deck lighting shows homeowners a higher level of professionalism in design and installation. Upselling with li-ehts provides a chance fbr the customer to beautify the ir outdoor livin-q spacc. Custom sizes and style are all in thc realm of possibility today. HighPoint Decklighting has thc ability to custom clesign or size any of thcir broad off'erings to complernent the need for ii larger wall mount or han-eing fixture to match any of their smaller sidc rnount, stair or post top styles.

There is no limit fbr lighting opportunity. even when it comes to cvcrythin_e wood. The Nantucket Post Cap Co. manufacturcs low voltage and solar all wood post caps in l2 diffcrcnt styles and every size up to 20" square. Material choices range from redwood. cedar. mahogany, ipe and PVC.

Li-ehtin-e begets lighting. A portlblio of your work is also mission critical. The more photos of jobs with lighting. the murc packages you will sell with lighting. This all enhances your chances of leaving a bigger smile on your customcr, especially the female customer who is proven to be making almost 80% of those buying decisions.

"Lights are selling our dcck packages. Lighting packagcs are one of the quickest and easicst ways to take a deck fiom custom to supcr custom," says George Drummond, frorn Casa Decks, Viginia Beach, Va.

Fox Home Center startecl selling dcck lights in 1999. This successful Chicago-based building material store's displays are decorated to the hilt with deck lighting. Fox asserts that homeowners irnpulsively buy when they see li_qhts. As many as 75clc of their decks are sold with lighting.

Its deck lighting display has achieved a handsome 49 times return on investment. The store has also been able to increase profit margins on standard sized decks by 357o using lights. Even low-cost portable suitcase displays make a difference when used by the contractor in the field. Aurora and HighPoint offer affordable entry level fully functioning units with multiple styles, colors and functions, for as little as $125.

The successes for selling lights from well-lit displays are well proven. Barron's Lumber, Manassas, Va., has sold almost 300 lighting kits from a modest $99 countertop display. The double benefit of a deck lighting display is that light draws attention to whatever it's affixed to, helping promote post cover and railing sales as well.

Deck lighting has candled a bright spot for business. Our lighting manufacturers have increased sales by SOVo garnering more sales month by month, with its benefits of low consumption, long life, and softer warm white presence. Electrical usage is cut by one-twelfth, providing a 92Vo savings.

This less expensive bright spot is gaining ground. In 2010, LED deck lighting sales overall were about 157o. ln 2012. thev have more than doubled to 34Vo. By 2015, they are estimated to be almost 1O07o. LED offers a triple bang for the buck, as often the upgrade is made affordable with greatly reduced cost in transformer need. You can now power an enlire deck with a $49 unit, when it used to require a $250 low-volt transformer to function similar light output.

LED options are endless and will continue to propel post top, recessed, strip light, lighted baluster, and paver light sales. Innovative installation tools are already here to greatly reduce contractor labor time and produce crisp, crystal clean installs.

Deck lighting will continue to increase in usage as more and more contractors try to differentiate themselves from the competition. And as more and more dealers realize the benefits of displaying lights to grow their sales, LED will continue to fuel interest and acceptance. The propects for a bright future are beaming on deck lighting.

- With over 45 years in the building products industrlt, Geoff Hale is president of deck accessory supplier HomeTops, Whitewater, Wi. Reach him at ghale@hometops.com.