Sell the value of western red eedar

QTAYING up-to-date with the latest L)product trends is vital when establishing credibility and long-term relationships with your customers. However, with the overwhelming number of available materials these days, it can be tough to decipher fact from fiction when it comes to product features, performance and value.

Despite its popularity, many salespeople may not fully understand how best to promote a quality material like western red cedar to improve profitability and customer satisfaction. Below are some key things to remember in steering your customers toward value-added building materials :

Extracting Value

According to the latest annual survey by Remodeling Magazine, incorporating upscale exterior features pro- vides the best financial return on investment. Inserting stylistic, all-natural materials adds to the overall appeal of the home or outdoor living space thus differentiating it-and the home-from the competition. Including these upgrades increases profitability for builders or remodelers. and ultimately material dealers and distributors.

"There are many opportunities for dealers to show builders how cedar siding and outdoor living spaces can be easy upgrade offerings," says Peter Lang, general manager for the Western Red Cedar Lumber Association.

"For example, a standard-model concrete patio slab can be upgraded by offering an all-natural western red cedar deck, including additional upgrades like matching furniture and built-in seating. And these simple decoration-enhancing projects .un bJ outsourced to subcontracton to maxij mize time and profitability."

Ilurabiltty

All the advances in technology have not been able to duplicatt wood's unique characteristics and pegformance capabilities. Western red cedar has a natural resistance to decay and insects, meaning projects made with cedar will perform outdoors without the need for chemical treatments. And when you consider the wide range of styles and grades available, cedar allows pricing flexibilirf unmatched by alternative products.

One dealer remaining committed (i a product that has withstood the test t time is Oregon-based Lakesid0 Lumber. with facilities in Bend adil Tualatin. "We've always hung our hlt on providing customers quality products and services," says Jim McCluskey, general manager for Lakeside Lumber. "And cedar is one product that has continued to prove itself over time."

Environmentally Friendly

These days, many consumers are concerned with incorporating materials that are safer for the environment, and are willing to pay extra towards this ideal. Knowledge about this trend and how western red cedar is one of the most environmentally friendly building products is paramount when discussing material choices with your customers.

Grown within natural forests to preserve native ecosystems, western red cedar trees are a renewable resource and provide habitat for many species. In addition, using cedar trees as a substitute for non-renewable materials such as steel, concrete and plastic composites provides the added benefit of helping offset greenhouse gas emissions by pulling carbon dioxide out of the atmosphere.

Manufaeturing Advances

Today, many manufacturers offer western red cedar siding prefinished on all sides. This finishing technology is important as it ensures the highest level of quality-finished product, greatly increasing consistent coating. reducing on-site costs, and maximizing overall resistance to moisture.

Rather than offering a limited number of stock colors, builders or homeowners can now choose the desired finish color and simply install-helping to reduce labor costs and on-site waste

Recent advancements in UV blockers/inhibitors utilizing "nano" technology have significantly improved some cedar coatings. WRCLA affiliates such as Weiss Coatings are on the leading edge of this technology and have developed a product called Solar Shield. A combination of UV blockers, wood stabilizers, and high-performance resins have recently come into the market. helping cedar remain more "low maintenance" than ever before. The UV blockers break down much slower, allowing for increased protection against the sun. More-effective wood stabilizers help the wood retain its all-natural appearance, and the high-performance resin holds the finishing system together for increased protection. The end result deters the natural weathering process, protecting the cedar up to l0 times longer.

Beauty and Versatility

A range of natural hues, tight-grain patterns, and soft textures lend cedar natural beauty that can't be duplicated by synthetic materials. And with cedar, customers aren't limited to the styles or material shapes set at the factory. From decking to siding, fencing to landscape structures, cedar is easy to work with, shape and finish. The wide variety of grades and styles means cedar can provide a building material solution when other product choices fall short.

This all-natural beauty has also made cedar the focus of one of the hottest trends in residential construction: incorporating materials and designs embracing the natural environment. The ability of real cedar to blend seamlessly with surrounding stone, woodwork or landscape features has made cedar increasingly popular with architects and builders looking to create homes of distinction.

- To highlight the virtues of cedar, WRCLA has developed a collection of brochures about a variety of applications. To learn more, call (866) 788-9096 or visit www.wrcla.org.