Treated wood helps d-i-y yards turn the corner

f uvaenvnRDs rHAT eeceN switcht,Jing to a strict pro focus during the building boom of the late 1990s are once again wooing consumers, and pressure treated wood has become a winning lure.

"With the slowdown in new home construction, many yards have turned to the d-i-y market-primarily outdoor landscaping and remodeling." confirms Dennis McWhirter, sales manager at Exterior Wood, Washougal, Wa.

McWhirter notes that recent trends in treated wood-Good Housekeeping Seals and other environmental merit badges, next generation preservati ves that, among other attributes, look prettier on a retail rack-are particularly consumer friendly.

Treated wood also offers easy installation, without special tools, clips or caps.

But the primary selling point is that, in the middle of a severe recession, treated wood is priced significantly less than most oiher alternative materials.

"People have been under financial distress for much of the last l8 months," observes George Layton, general manager, treated lumber at Canfor/New South, Myrtle Beach, S.C. "What they would like to spend on a project has been balanced with what they feel they can afford to spend, knowing that a return on capital through home appreciation is highly unlikely for the foreseeable future. Thus, a resurgence of a less expensive solution-treated lumber-to their needs seems to be winning over the other alternative products."

Yet price alone won't make the sale. "In a tight economy, consumers will be less apt to make impulse purchases and more likely to spend time researching purchases in order to find the best value," stress Steve O'Leary and Kim Sheehan, authors of the new book Building Buzz to Beat the Big Boys: Word of Mouth Marketing for Small Businesses.

"Pressure treated lumber has always provided exceptional value when it comes to choosing products for outdoor building. In addition to being economical. it offers fantastic longevity and is a renewable resource. New preservative processes also helped raise the bar when it comes to performance, both product and environmental. and overall appearance."

That said, pricier hightech plastics. composites. hardwoods. redwood and cedar continue to sell well in certain markets and are poised to regain their shares as fortunes rebound.

Consequently, dealers should be armed with the latest sales tools to make the case for treated wood, including warranty information, safety sheets, and installation guides. Effective "Treated Wood Sell Sheets" can be downloaded as PDFs from www.realoutdoorliving.com.

James Riley, chief marketing officer for Great Southern Wood Preserving, Abbeville, Al., notes:

"The composite producers," Layton points out, "have continuously upgraded the performance of their products over the years, and I have no doubt that in the future, a less cost-conscious consumer will return to their normal purchasing habits as soon as the economy shows signs of long-term improvement."

Treated Wood Sales Ammo

(from th e Re al O utdoorLiving

"Treated Wood Sa/es SheetsJ

Pressure keated wood is the most affordable material for outdoor building prqects. No other matedal is as easy and functional to work with (no special tools or skills required).

Nothing is maintenance-free. Simple, yearly maintenance is all that's needed to keep treated wood looking natural and beautiful.

Wood

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By fames Olsen