Builder Mart magazine 2012

2012 Program Guide

buildermart.org

The Industry’s Largest One Day Trade Show

START

March 21, 2012 11 am-6 pm • Maryland State Fairgrounds • 2200 York Road, Timonium, MD 21093

➦ from Start…

➡

Home Building

FINISH

➦

…to Finish.

All in One Day, All in One Place!

SMC SALES CAMP 9 AM-11 AM

RAVENS HEAD COACH JOHN HARBAUGH REGISTER AT SMCSALESCAMP.ORG TO GUARANTEE A SEAT!

Presented by

RE/MAX Advantage Realty

www.mapga.org

www.homebuilders.org

MARCH 21, 2012 BUILDER MART

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BUILDER MART MARCH 21, 2012 www.homebuilders.org

www.homebuilders.org

MARCH 21, 2012 BUILDER MART

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BUILDER MART MARCH 21, 2012 www.homebuilders.org

Presenting Sponsor

Bob Lucido Team RE/MAX Advantage Realty

2012 Program Guide

Sponsors Pre-Registration / Registration Sponsor

March 21, 2012 11 am-6 pm Maryland State Fairgrounds | 2200 York Road, Timonium, MD 21093 Marvin Window & Door Planning Centre

Directions

From South: Take I-95, I-295 or I-97 north to I-695 (Baltimore Beltway). Go west on I-695 toward Towson. North on I-83. Take Padonia Road east and follow signs to Maryland State Fairgrounds.

From Harrisburg: Take I-83 south. Just before the Baltimore Beltway (I-695), go east on Padonia Road and follow signs to Maryland State Fairgrounds.

From Philadelphia and Delaware: Take I-95 south to I-695 (Baltimore Beltway). Go west on I-695. North on I-83. Take Padonia Road east and follow signs to Maryland State Fairgrounds.

From West: Take I-70 east to I-695 (Baltimore Beltway). Go north on I-695 toward Towson. North on I-83. Take Padonia Road east and follow signs to Maryland State Fairgrounds.

Parking

Free parking conveniently located at the Maryland State Fairgrounds or at the Park and Ride. Access Fairgrounds from York Road. Access Park and Ride from Deereco Road—At first light on Padonia Road after exiting from I-83, turn right onto Deereco Road and follow signs to Park and Ride. Enter fairgrounds at walk-in gate.

Versatex Trimboards Tote Bag Sponsor

Hotel Accommodations

• Quality hotel accommodations are available at The Crowne Plaza Baltimore, which is minutes from the fairgrounds. The hotel has a full service restaurant, indoor pool, whirlpool, fitness room and nightclub.

• T he hotel is located at 2004 Greenspring Drive in

Timonium. Take Timonium Road east from I-83 and turn right on Greenspring Drive.

www.buildermart.org www.homebuilders.org

Beverage Cup Sponsor

TW Perry SMC Sales Camp Sponsors PRESENTING Bob Lucido Team RE/MAX Advantage Realty 84 Lumber Alban CAT Residential Title Shelter Systems Wells Fargo Weyerhauser

MARCH 21, 2012 BUILDER MART

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TABLE OF CONTENTS 12

EDUCATION

50

42

EXHIBITORS ALPHABETICAL

52

EXHIBITORS

14

33

54

Get the most out of your trade show dollars by having a specific strategy for getting the best qualified people to your booth.

BY CHRIS HARMEN

Get mobile-friendly to tap into the market and generate hot leads when the customer is in “ready to decide and buy” mode.

BY KEN MAYS

Change Your Tradeshow Marketing Strategy to Attract Decision-Makers

CATEGORICAL

FLOORPLAN

16

PRESIDENT’S MESSAGE

8

CHAIRMAN’S MESSAGE

10

Find out when and why it’s appropriate to include social media in your marketing mix and how to get the most return on your investment.

BY DENNIS O’NEIL

BUILDER MART COMMITTEE

47

Made in America

ADVERTISER INDEX

56

Social Media

20

The American Dream is to have both a home and a job. Builders across the country would like to help create both.

BY CLAIRE EASLEY

24

Economic Benefits of New Home Construction

The ripple effect from housing extends far into our economy and includes many more jobs than just the actual construction workers.

BUILDER MART Home Builders Association of Maryland, Inc. 7127 Ambassador Road, Suite 150 Baltimore, MD 21244 410-265-7400 www.homebuilders.org.

Postmaster: Send address changes to Home Builders Association of Maryland, Inc. 7127 Ambassador Road, Suite 150 Baltimore, MD 21244 6

BUILDER MART MARCH 21, 2012

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The Hardest Trade Show Job, Is Also the Job That Drives the Most Revenue Recoup your trade show investment and improve your bottom line by following up your leads.

BY JULIA O’CONNOR

28

6 Ways Mobile Marketing Gives You Hot Leads

34

Booth Staff Superstars

Your booth staff plays one of the most important roles in forming an opinion about your company in the minds of attendees so bring your superstars.

BY LINDA MUSGROVE

38

Design Principles for Trade Show Displays

Effective trade show marketing using the fundamental rules of design can help elevate companies over their competition.

BY JONATHAN EDELMAN

40

Increased Optimism Felt at NAHB’s 2012 International Builders’ Show

Signs of optimism for the industry’s recovery could be felt throughout the show, as exhibitors noted increased booth traffic and solid sales leads.

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SMC SalesCamp 2012 with Ravens Head Coach John Harbaugh

Hear from one of the best NFL coaches in the nation as he shares some of his coaching secrets at SMC SalesCamp on the morning of Builder Mart.

The Maryland Center for Housing

The Maryland Center for Housing is coming in 2012. www.homebuilders.org

WE TAKE THE LOAD , OFF. IT S THAT SIMPLE.

For thousands of years, simple machines like the pulley have helped civilizations build structures that would have otherwise been impossible. And since 1984, Builders Mutual has been dedicated to helping builders ease the burden of choosing and managing insurance. We offer straightforward tools like risk management and Builders University to help protect your bottom line. If you’re in construction, the insurance choice is simple.

Ask your agent about us. Or read more at buildersmutual.com.

president’s message Do business with your fellow HBAM members “Building Your Business Through Association” is our philosophy. HBAM members believe that they should support those who support the building industry.

Network with other companies in the building industry to gain new contacts as well as strengthen your current ones. You’ll have opportunities to increase your industry contacts at Builder Mart, Key Connections, Celebrity Chef Night, International Builders Show, HBAM Remodelers Awards, Maryland Awards of Excellence (MAX), Land Development Council Awards and at chapter and council meetings and more.

Keep up-to-date about pertinent legislative and regulatory issues on a local, state and national level.

Increase your knowledge concerning the various aspects of the building industry through our educational programs and seminars.

Target your market with cost effective advertising in any of HBAM’s publications and access to rosters.

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Times are Changing and so is Builder Mart Builder Mart 2012 has arrived. Each year, this days stands as a special occasion in the home building industry. Our show brings together the mid-Atlantic’s leading builders and remodelers and the top suppliers of the home building industry. It is the largest show of its kind on the East Coast.

I know times have been challenging in the last few years, but just like Builder Mart represents a new year with new products and vendors we have hope that it also brings the start of a new market and good things to come. That being said, things are pointing in the direction of positive change for our industry’s future. These indicators may be slight and scattered, but as long as they are positive, we can take them as a victory over the recent past.

With our changing times come a changing Builder Mart. Members don’t come for just the food and entertainment. Builder Mart is a venue where we can discover all the industry has to offer, in one day in one place.

This year, there will be education classes going on all day which will be kicked off with a special SMC SalesCamp session with Ravens Head Coach, John Harbaugh. Throughout the day, you can learn about the new stormwater regulations, social media, window flashing, marketing for the small builder and selling green, just to name a few. Not to mention, there will be an afternoon discussion with building icon Jim Ryan, the founder of Ryland Homes. Opportunities to interact with an industry legend like Jim Ryan are rare and you can count on HBAM and events like Builder Mart to provide them to you.

All this and I haven’t even mentioned the huge array of innovative tools, equipment and cutting edge products that will be available for you to see, touch and learn about. You can also discover new marketing strategies and ground-breaking advances in technology at Builder Mart. The list goes on.

If you leave here today and you have acquired information that can help you sell a home or a remodeling project then your time has been spent successfully.

As you may have heard, we are coming down the home stretch of our campaign for the Maryland Center for Housing, the new headquarters for HBAM. The building will be complete later this year and there are still a few opportunities for you to get involved.

Check out page 28 to find out more.

I would be remiss if I didn’t remind you that you can also use your time at Builder Mart to help the industry. When you run into one of your local elected officials, ask them to look around to see the strength and size of our industry and remind them that home builders are part of the solution when it comes to land use policies. As an association, we are over 100,000 voters strong and we want politicians who care about our issues and want to work with us to plan for the future of our region.

Rod Hart 2012 HBAM President

BUILDER MART MARCH 21, 2012 www.homebuilders.org

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www.homebuilders.org

MARCH 21, 2012 BUILDER MART

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CHAIRman’s message Stay informed with HBAM’s publications. You will receive Mid-Atlantic Builder, Builder Mart magazine, the HomeFront e-newsletter and the HBAM Buyers’ Guide and Directory. These publications will keep you one step ahead of your competition.

Cut Your Operating Costs through our comprehensive package of affinity programs exclusive to members only.

Add credibility for your company in the building industry as well as with the general public by being associated with one of the largest building associations in the country. www.homebuilders.org is designed to serve both consumers and those in the building industry. You can access the latest legislative news, find out about member benefits or register for an event. Consumers can visit the HBAM home page to find you and other builders or suppliers in their area.

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Welcome to HBAM’s Builder Mart for 2012 Welcome to HBAM’s Builder Mart 2012. This year we have added some fantastic new features.

We are starting off the morning with a BIG BANG by presenting SalesCamp in cooperation with our Sales and Marketing Council.

You will be able to listen to and meet Baltimore Ravens Head Coach, John Harbaugh.

In the afternoon, housing legend Jim Ryan will be conducting a panel discussion with a Q and A session during which you will be able to talk with the experts.

New this year, we are offering educational and informational sessions all day. You can get the complete schedule on page 12.

Lastly, but certainly not least, we have improved and enlarged our Bull Roast menu offerings.

As Builder Mart Chairman, I believe an important element of this year’s Builder Mart, and our industry, is made in America building products. Some of you may have seen the story ABC News presented about a builder who built an entire house using only products made in America. The strategy behind this concept is that the more builders use products made in America, or at least assembled in America, the more American jobs we will

create. We would like to focus your attention on this concept. Think of it this way, buy American made products or products assembled in America and we create jobs, grow our economy and make people better able to buy new homes. As you visit our exhibitors today, you might be surprised to learn how many of their building products are made in America.

Please take notice of the American flags that represent made in America products.

On behalf of our HBAM staff and volunteers who worked so tirelessly to present Builder Mart; eat, drink, visit the exhibits and most importantly enjoy the show.

Steven Gilman 2012 Builder Mart Chairman

BUILDER MART MARCH 21, 2012 www.homebuilders.org

www.homebuilders.org

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Builder Mart education Builder Mart is now your one-stop-shop for EDUCATION and information! You will still get the full-day of networking with your industry peers and the over 400 exhibitors that fill the exhibit floor, displaying the latest products and services available to the building industry. Now you get even more. A day full of education sessions that will get you up to speed on the latest industry issues.

Featured Morning Speaker

9:00 - 11:00 The Sales and Marketing Council Presents: Ravens Coach John Harbaugh – (brought to you by Bob Lucido Team RE/MAX Advantage Realty)

South Hall - 1 Hour Sessions

11:30 - 12:30 The Sales and Marketing Council Presents: Your Guide to Social Media with Dennis O’Neil of O’Neil Interactive 1:30 - 2:30 The Sales and Marketing Council Presents: A Discussion with Building Icon Jim Ryan, founder of Ryland Homes – (brought to you by Bob Lucido Team RE/MAX Advantage Realty) 2:30 - 3:30 HBAM Remodelers Present: An Update on OSHA Regulations Featuring Jobsite Fall Protection * This course has been approved for NAHB continuing education credits 3:30 - 4:30 The Sales and Marketing Council presents: Marketing for the Small Builder

North Hall - 90 Minute Sessions

11:30 - 1:00 HBAM Remodelers Present: A Primer on Window Flashing * This course has been approved for NAHB continuing education credits 1:30 - 3:00 The Land Development Council Presents: A case study on new stormwater management rules

SMC SalesCamp 2012 with Ravens Head Coach John Harbaugh How do you keep your (sales/production) team focused when the odds (the economy) are against them?

Enjoy hearing from one of the best NFL coaches in the nation as he shares some of his coaching secrets at SMC SalesCamp. Get the play-by-play from a man who has seen his share of wins (and losses) and is able to keep his players on track and fighting to win the next game.

Isn’t this what you want from everyone in your company, on your sales team and in the field? You’ve got to attend this rare opportunity to hear from Coach John Harbaugh!

The Sales and Marketing Council Presents: Social Media: The When, Why and How to be Successful It’s hard to imagine a conversation about marketing in the last few years that didn’t contain at least a mention of social media. And despite very widespread adoption by builders, a recent survey indicates that many participants have yet to see business value for their participation. In this session, Dennis O’Neil will discuss when and why it’s appropriate to include social media in your marketing mix and how to get the most return on your investment.

The Sales and Marketing Council Presents: A Discussion with Building Icon Jim Ryan, founder of Ryland Homes HBAM Remodelers Present: An Update on OSHA Regulations-Featuring Jobsite Fall Protection Last December, OSHA rescinded an old policy directive that allowed residential construction employers to follow alternative fall protection methods instead of using conventional fall protection, like safety nets, personal fall arrest or guardrail systems. The purpose of this presentation is to convey the bulk of these recent changes in the residential construction fall protection policy and tell you about the requirements and how employers must meet these standards to protect their workers. The session will be presented by Peter F. Holzberg, ALCM, CSP, ARM, a Loss Control Specialist for Injured Workers Insurance Fund.

1:00 - 3:00 The Maryland Residential Green Building Council Presents: Test your knowledge of the 2012 International Energy Conservation Code

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BUILDER MART MARCH 21, 2012 www.homebuilders.org

Builder Mart education

The Sales and Marketing Council Presents: Marketing for the Small Builder You just don’t have the ad budget of a national builder but you still have the weight of the world on your shoulders to produce sales, regardless.

Hear from Brooke Kaine, president of Kaine Homes and Trent Jaklitsch of Jaklitsch Development Group, as they share their secrets for putting Kaine Homes on the map without spending millions to do so.

You won’t get this kind of ‘in the trenches’ disclosure from any book so attendance is truly mandatory if you have sales and marketing goals to hit.

HBAM Remodelers Present: A Primer on Window Flashing Join Rob Brannock of Parksite - Dupont Tyvek and Dave Solley of Andersen Windows & Doors as they conduct a training on window flashing. Incorrectly installed flashing not only affects the durability and warranty of the window, it causes moisture problems in the walls and house. Attend this training and view a proper window flashing application and leave with the knowledge and the support system to help you get the job done right.

The Land Development Council Presents: A Stormwater Update Let’s dig deeper into the new stormwater management rules by taking an in-depth look at Locust Chapel, Howard County’s first residential development to attain the County’s “Green Neighborhood” designation for site development. Locust Chapel is currently undergoing site development and, when complete, will feature 63 single family homes.

Questions we will explore include, but are not limited to: • How did the SWM regulations affect density yield on this particular project?

• What on-lot techniques were used and who will be responsible for maintaining these amenities?

• Did Howard County officials reject the use of certain SWM design techniques and why?

• How did the cost of these ESD systems factor into decisions on which ESD systems to use?

• Who will be responsible for maintaining each of the SWM facilities (both the on-lot systems and other systems in the common areas)?

This is a fantastic example of a new residential development designed under the new stormwater management regulations.

www.homebuilders.org

The Maryland Residential Green Building Council Presents: 2012 International Energy Conservation Code (IECC) Training and Update The 2012 IECC is currently being adopted by local jurisdictions and will be the energy code you have to use later this year for all new houses.

This training will introduce you to the 2012 IECC, will help you identify changes from the 2009 IECC and will teach you how to apply these new code requirements to residential buildings in the design, plan review, inspection and commissioning process.

The 2012 IECC is 30 percent more energy efficient than the 2006 IECC, meaning homes built to the new standard will consume less energy and families will spend less on energy costs. The 2012 edition of the IECC is intended to provide flexibility to permit the use of innovative approaches and techniques by allowing the choice of a prescriptive or performance-related compliance path.

How well do you know the 2012 IECC? If you can’t answer these questions, you need to attend this class.

• How does the State of Maryland define a High Performance Home?

• What Climate Zones are in Maryland according to the 2012 IECC? • What will conserve energy over the useful life of each building?

• What is the difference between building and building site?

• What is a whole-house mechanical ventilation system?

• What is a continuous air barrier?

• What is the importance of VT values?

• What is the VT value for a double glazed, tinted window?

• What are R-values for Climate Zones 4 and 5 for the ceiling? Walls?

• Explain conditioned space and how it affects residential building?

• Explain the differences between service hot water systems and circulating hot water systems.

• What is the SHGC for windows in Climate Zone 4? What about for Climate Zone 5?

This class is presented by Rich Truitt, Deputy Director of Harford County Inspections, Licenses and Permits. He is also immediate past-president of the Maryland Building Officials Association and current ICC Board Member.

Registration is $40, which includes your own copy of the 2012 IECC code book. To register or for questions, please contact Michael Harrison at 410-265-7400.

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BUILDER MART MARCH 21, 2012 www.homebuilders.org

Change Your Tradeshow Marketing Strategy to Attract Decision-Makers

By Chris Harmen While giveaways and tradeshow attractions are an integral part of every tradeshow, they’re not necessarily what are attracting the decision-makers to your booth. To get in front of the influencers and decision-makers at the next show, consider these tips when planning your tradeshow marketing strategy.

Choose The Right Place And Mode of Communication

It is important that the incentive has something for both the individual and their company. For example, combine a gift for visiting the booth with some sort of incentive for closing a sale within a few of days or a week of the show. A decision-maker is more likely to take advantage of something that saves his or her company money.

Make sure that the show you have selected is one that attracts the decision-makers you seek. Create your tradeshow marketing plan with awareness of who those decision-makers are and where they go.

Internet marketing is very prevalent these days and certainly has its place, but there is no substitute for face-to-face interaction. This is a huge reason trade shows even exist. Try to get that face time with the person who can actually sign a contract.

Research shows that a few days of interaction and engaging in a trade show environment can cut the cost and time of closing sales by as much as 50 percent.

Sponsorships

Offer an Incentive

Finally, one of the easiest trade show marketing tools: Get out into the crowd! Once your booth is staffed with educated welltrained individuals who you can count on to represent your company, you are free to move about the floor. There’s no substitute for personal interaction when it comes to identifying and attracting decision-makers. Work the room and seize the opportunity to personally invite the right people to your booth. n

Reach out to potential decision-makers well in advance of the show. Launch a postcard campaign. Send a personal invitation.

Whatever means you choose, just let them know where to find you, and make sure you include your booth number for the show. Special offers are valuable incentives when they’re only available to those included in the campaign. Offer a prize to be picked up at that show or a product discount, but make it contingent on a visit to your booth.

www.homebuilders.org

Get noticed by sponsoring an event within the show. Sponsor a party, seminar or reception. There are plenty of sponsorship opportunities to fit every budget. Figure out which events your target decision-maker is likely to attend. As an added bonus, try to find an event to sponsor where your product or service is actually being put to use. At the events, interact with your audience, but don’t overshadow the efforts of the event presenters.

A great perk of event sponsorship is that event sponsors usually get prime booth locations!

Attend and Engage

Chris Harmen writes for MoneyMachineStore.com, specializing in money machine rentals and other tradeshow attractions.

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Re-Evaluating New Media Marketing Efforts

By Dennis O’Neil

I

n an industry still facing strong economic headwinds, everyone is looking for a performance edge. In January of 2012, ONeil Interactive and Shore Consulting partnered to create The Pulse 2012, a first-of-its-kind nationwide survey of nearly 300 new home sales and marketing leaders. Highlighting trends, best practices and industry benchmarks, the following is an excerpt of the report expanding on those survey results, analysis of lessons learned and actionable recommendations to help you get the edge.

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BUILDER MART MARCH 21, 2012 www.homebuilders.org

Figure 1 Social Media Statistics

High priority. Low results.

It is hard to imagine a marketing conversation in the past 24 months that didn’t include at least one mention of social media and particularly, Facebook (Figure 1). Each day, a chorus of voices sings across the marketplace telling builders to “engage” with their customers online.

The question is, however, what kinds of customers are builders engaging with on Facebook? And what is their purpose in engaging them?

“44 percent of sales and marketing leaders report that brand building is the primary focus of their social media participation.” (Figure 2)

82%

Use Faceboook

67%

List Social Media as a High or Top Priority

“Only 39 percent report a direct business benefit from social media participation.” (Figure 3)

These two data points make sense. Facebook connections are based on people who “Like” a brand and want to follow the company’s newsfeed.

But remember this important principle: Users go to Facebook to smile. Their primary purpose is not to search and certainly not to purchase.

In essence, Facebook followers have already found you. As a builder, you can enhance your followers’ perceptions of your brand (Figure 2), assuming you offer fun and interesting things to say. But the Pulse 2012 data indicate that leads, sales and revenue do not necessarily follow from this type of channel (Figure 3).

Why, then, is Facebook so popular among a majority of builders? Likely because it’s easy to use and builders think they “should” participate. This report does not recommend builders stop using Facebook. Rather, it stresses understanding what Facebook is (primarily a brand building platform) and what it is not (a big direct source of sales).

This leads to a key tenet of online marketing: Find the searchers. If you wish to acquire new customers online, don’t expect them to come directly to you. Instead, your job is to go to them.

They are out there, they are searching and where they are searching is where you need to be.

Go Where Customers are Searching

58%

Rate Their Social Media Partiipation as Effective or Highly Effective

39%

Have seen Business Benefit to Social Media Participation

Figure 2 What is the primary focus of your company’s social media participation?

82%

Brand Building

30%

Lead Generation

16%

Sales/Marketing Promotions

10% Community Building

Figure 3 Have you been able to track a direct business benefit (leads or sales) to your social media participation?

“78 percent of sales and marketing leaders report that social media is part of their 2012 plan.

“Only 58 percent said they plan to use online directories.” (Figure 4)

61% NO

Contrary to the reported views of the Pulse 2012 survey respondents, these two priorities seem backwards. If you were to present these two choices of prospects to sales counselors and ask which encounter would be the highest and best use of their time, which would they select?

• An individual actively searching for a new home, or • A n individual who “likes” your community but may or may not be in the market for a new home

www.homebuilders.org

39% YES

MARCH 21, 2012 BUILDER MART

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91% Email Marketing

78% Social Media

67% Search Engine Optimization

58% Online Directories

56% Paid Search

42% Mobile Website

24% Mobile Application

2% None of the Above

Figure 4 Online Marketing Initiatives Included in 2012 Marketing Budget

82% Facebook

43% Twitter

41% YouTube

38% Company Blog

27% LinkedIn

We do not use social media

14%

Figure 5 Social Media Reported Participation Rates for 2011

18

Other

5%

Undoubtedly, they’d choose prospect (a) any day of the week.

When you have a choice, your marketing efforts should also address the first prospect first.

No one starts looking for a new home (or anything else for that matter) on Facebook or Twitter. Rather, the vast majority of consumers visit such listing websites as Realtor.com, Zillow, Trulia or New Homes Directory.

While these online directories certainly cost more than Facebook or Twitter, they offer prime visibility to the eyeballs of people actively looking for a new home. They’re the web-based equivalent of placing billboards and directional signage in high traffic zones near a builder’s communities. Builders invest highdollar resources in these signs because they work!

With that said, consumers often arrive at directory websites via searches on Google, Yahoo! or Bing. This suggests that search engine optimization (SEO) should also become a priority for builders. However, the Pulse 2012 data suggest that only 67 percent of builders will focus on improving organic search and only 56 percent will participate in paid searches (e.g., Google AdWords).

Logically, it seems wise for builders to invest their resources in creating a strong presence in places where consumers actively search for homes. And builders should consider doing this before expanding their presence in social media where consumer intentions are uncertain. The idea is not to abandon social media efforts but, rather, place a higher priority on connecting with higher quality leads.

Think “Impact” Over “Easy” Thus far, our analysis suggests acting on a simple premise: “Search first, social second.” But the question remains: Which social media platforms offer the most benefit for builders?

The Pulse 2012 data show that most builders participated in a core group of popular social media platforms in 2011 (Figure 5).

Facebook, as discussed earlier, is the most popular presumably because it offers an effective, low-cost, simple platform for brand building. It stands to follow, and rightfully so, that builders will continue leveraging their brand presence on Facebook.

Twitter and YouTube follow as the next two most popular social media platforms among builders in 2011 (Figure 5).

Based on the principle that it pays to be visible where people actively search, the popularity of Twitter over YouTube among builders seems misplaced. Compelling data suggest that builders should value their YouTube participation more highly than Twitter. These statistics are staggering and difficult to ignore (Table 1).

YouTube receives 490 million unique visitors a month. Indeed, more video content is uploaded to YouTube in a 60-day period than the three major U.S. television networks created in 60 years! Plus the average YouTube user spends 20 minutes a day on the site. Clearly, the data make it difficult to justify a higher strategic priority for Twitter over YouTube.

BUILDER MART MARCH 21, 2012 www.homebuilders.org

However, this analysis does not suggest that Twitter holds no value. In fact, Twitter offers a wonderful platform for listening to customers, networking with peers and connecting with brokers.

At the same time, YouTube is also cheap and surprisingly easy to use. A short video clip from a sales counselor’s iPhone highlighting community amenities or talking about local schools can literally be online and indexed for search engines in minutes. And YouTube can improve search rankings!

If a picture is truly worth a thousand words, which platform do you think holds greater impact for you as a builder?

To download the complete report and watch the video presentation of the data, please visit www.pulsepresentation.com. ■

Dennis O’Neil is President of ONeil Interactive, a full service Internet Marketing firm dedicated to home builders, offering both consulting and comprehensive marketing solutions. Dennis speaks fluent ‘home builder’ and ‘geek’ and regularly translates the two to help builders sell more homes. With over a decade of experience using the internet to sell and market new homes, Dennis offers training for online new home sales and is a well-regarded speaker on internet marketing and social media. You can contact Dennis at dennis@ oneilinteractive.com.

You Tube

Twitter

Traffic

4 Billion videos viewed each day

50 Million daily users*

Search Activity

#2 Search Engine

Not Ranked

Search Exposure

Included in Organic Search results

Minimal to Zero

Engagement

Minutes

Seconds

Shelf Life

Forever

Hours (at best)

Production Effort

Medium

Low Mashable.com, septembr 2011

Table 1

Take a look www.homebuilders.org

Designed to meet the needs of builders, remodelers, subcontractors, suppliers and home owners.

Easy to navigate, both consumers and industry professionals can instantly gain access to membership lists, statistical information, government affairs updates, event calendars and more.

•

You’ll be able to register for events online, update your membership information, pay dues and more.

•

www.homebuilders.org

MARCH 21, 2012 BUILDER MART

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“People we don’t even know are going out of their way to say, ‘Fantastic idea, great job, go America!’”

Made in America Builders Create Their Own Stimulus Plan The American Dream is to have both a home and a job.

Builders across the country would like to help create both.

By Claire Easley

“M

ade in America” label can mean anything from assembly in the U.S. from parts produced overseas to a product that, stem to stern, was churned out on U.S. soil. And while new homes are indisputably Americanmade, they generally fall into the former category. But as high unemployment rates continue to plague the nation, a growing group of builders across the country has decided to take a closer look at where the building products they use are made and bring those purchases back home.

Corey Condron, owner of Spokane, Washington-based Condron Homes, broke ground on the first home to be built under his new business model: houses built with 100 percent American-made products—or at least as close to that goal as humanly possible.

“Our cabinets are made by a local company here,” Condron told Builder magazine. “All of their lumber, parts, hinges, everything is American made—everything but the little plastic clips for the shelves. So we went and asked them if it was possible to get American-made clips. It was. We’re trying to go down to the smallest detail of the product to get it all American made.”

The plan started out as a one-home project to raise awareness of how building with American-made products can benefit the local and national economies, but the builder has since decided to commit to building all of its homes from 100 percent U.S.made materials, from about 80 percent previously. “We feel it’s the right thing to do,” he says.

And it’s certainly sparked attention. At the project’s groundbreaking on Monday, Condron says two local media channels showed up to cover the event. Since then, he’s gotten phone calls and emails from community members expressing appreciation and support. “People we don’t even know are going out of their way to say, ‘Fantastic idea, great job, go America!’” he says.

Over the last 10 years, Condron Homes has averaged about one hundred homes per year, ranging from 1,300 square feet to 3,000 square feet and priced between $165,000 and $375,000.

He estimates using all American-made products will add about 1 percent to his construction costs, an amount he plans to absorb rather than pass on to buyers.

www.homebuilders.org

The trend toward promoting American-made products in new homes attracted international attention last year when ABC News did a story on Anders Lewendal, a Bozeman, Montanabased economist-turned-builder, who began working on his first Made in America house last year. Lewendal analyzed reports from the U.S. Bureau of Labor Statistics and determined that if, in a “normal” building year, every builder in the country increased the number of U.S.-made materials used in new homes by 5 percent, it would create more than 200,000 jobs across the country. That estimate was later confirmed by economists at The Boston Consulting Group.

Lewendal says that his all-American home was meant to raise awareness not only among home builders and home buyers, but also the national community at large. If all American consumers switched 5 percent of their purchases to American-made products, he projects the number of U.S. jobs it would create would swell into the millions. He and other builders also point to the environmental benefits of buying closer to home, such as less fuel spent on transportation.

Lewendal’s project inspired Tarek Saad, owner of Oklahoma City-based CedarLand Homes, to take up the cause as well.

While Saad says he’s somewhat limited by what is available to him locally and by the constraints of his target market—costconscious first-time home buyers—he has been able to boost the amount of American-made materials included in his homes to about 55 percent, from 40 percent previously, with the hope of eventually getting to 90 percent or 100 percent.

“We’re continually meeting with our sales reps, pushing them to find more leads on American manufacturers that can keep their product at a competitive rate with pricing,” he says.

Saad estimates that the change has increased his homes’ prices by between $1,500 and $2,000 per home, which has proven to be more of an obstacle for the youngest buyers than for older ones who, in Saad’s market, have shown more interest in the homes’ American-made aspect.

“The really young ones, if they’re between 24 and 30, they all say, ‘Oh, that’s great.’ But you can tell they’re mostly focused on the price,” Saad tells Builder. “The ones we get a better response from are in their 30s to late 40s. They like it and they’re willing to spend that extra money. And the ones that really demand it and that we get calls from are the boomer crowd, those in their 50s and above. They want American-made and they’ll pay the extra price for that.”

MARCH 21, 2012 BUILDER MART

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Beyond price, there are a few other challenges as well, Saad says. “Granite countertops—everybody wants to have granite, but nobody makes that here. … We’re trying to switch to man-made products, such as Corian, but everybody demands granite.”

But Saad is determined to stick with it, citing both the state of the economy and his belief that American-made products are of a higher quality.

On the other end of the pricing spectrum, Tyler, Texas-based Bayless Custom Homes, is also working on its first all-Americanmade house. That builder typically builds 10 homes per year, priced between $500,000 and $800,000 for homes upwards of 3,500 square feet. In the past, Bayless homes have been made up of about 40 percent of American-made materials, estimates Gary Bayless, the company’s president. But from here on out, they’re aiming for 100 percent.

While Bayless says he has run into challenges finding allAmerican lumber and ensuring that materials are completely American-made rather than just assembled in the U.S., he says the trick is ordering lumber far in advance and talking to suppliers to ensure they know what you’re looking for.

Use our

logo

and gain credibility As HBAM members in good standing, we encourage you to use our logo on your advertising materials, website, business cards and promotional brochures. Your company will gain credibility in the building industry as well as with the general public. By using the Home Builders Association of Maryland’s logo, you can show the industry and consumers who you are, what you stand for and with whom you stand.

Condron echoes that advice, saying that once the expectation has been communicated it’s a fairly smooth transition. “Just let your suppliers know that this is what you’re doing, and let them do the work,” he says. “There haven’t been a whole lot of challenges. It’s pretty easy.”

And according to Richard Elkman, president of PR firm Group Two, with Congress stuck in gridlock over a job creation bill, there’s never been a better time to be touting home features that bring U.S. jobs home. To capitalize on that, his company recently launched the “All American Healthy Homes” program to help builders market homes made up of at least 60 percent U.S.made materials. “This is a great opportunity for builders to build on all the political talk going on about the need for job creation,” he says. “It’s the perfect time.”

This article is reprinted with permission from Builder magazine, a publication of Hanely Wood. ■ Claire Easley is a senior editor at Builder Magazine. Find out more at www.builderonline.com.

Donate your stuff!

All donations are tax deductible and deconstruction, containers, and pickup are available!

12:00

We accept Appliances, Cabinets, Building Materials, Flooring, Furniture, Housewares, Lighting, Plumbing & More!

Visit our website at www.homebuilders.org to download the logo today.

Three locations to shop: Open to the public Mon-Sat 9-5 Dundalk, Pasadena, and Halethorpe

Donation Hotline: 410-633-0506 www.ChesapeakeReStore.org 22

BUILDER MART MARCH 21, 2012

www.homebuilders.org

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contact Felicia Fleming at 410-265-7400, ext. 115 or felicia@homebuilders.org. www.homebuilders.org

MARCH 21, 2012 BUILDER MART

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Economic Benefits of New Home Construction: Jobs, Jobs, Jobs Housing means jobs for Americans. Every single family home built in America directly creates 3.1 jobs for one year. The ripple effect extends far into our economy and includes much more than just the actual construction workers.

By bringing back the housing industry.

A Generator of Tax Revenues that Builds Vibrant Communities

 R esidential construction has a positive, direct impact on the U.S. economy.

 A strong housing industry not only means more jobs, but more money in our communities.

 For each new single-family home that is built, National Association of Home Builders estimates that three jobs are created.

 Home building increases the property tax base which generates revenue that supports local schools and communities.

 Jobs are generated in the industries where lumber, concrete, lighting fixtures, heating and cooling equipment, and other products that go into a home are produced. More jobs are created when real estate agents, lawyers and brokers provide services to home builders and home buyers.

 For each new single-family home that is built, NAHB estimates that it generates a total of $90,000 in government revenue — $67,000 in federal taxes and $23,000 in state and local taxes.

Housing Can Put America Back to Work

 About half of the three jobs created by building an average single-family home are in the construction industry. Other jobs are spread over other sectors, with manufacturing ranking second.

 As of October 2011, U.S. housing starts totaled 628,000 units at an annualized rate. This is well below the long-run trend of 1.7 to 1.8 million new homes that are necessary to accommodate population growth and replacement of older housing stock.

 And housing is “Made in America.” Most of the products used in home construction and remodeling are manufactured here in the United States.

 The gap between current production and potential housing construc­­­­ tion is more than 1 million homes. That represents more than 3 million untapped American jobs.  In normal times, housing accounts for more than 17 percent of Gross Domestic Product. Restoring the health of the housing industry is a crucial first step in putting America back to work.

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BUILDER MART MARCH 21, 2012 www.homebuilders.org

Builder Mart 2013 Together We’ll Build the Future Wednesday, March 20, 2013

Don’t miss your chance to reserve the best booth space. Visit the Builder Mart 2013 Booth in the Bull Roast area or contact Chris Baughan at 410-265-7400, ext. 121 or chris@homebuilders.org. www.homebuilders.org

www.homebuilders.org MARCH 21, 2012 BUILDER MART

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The Hardest Trade Show Job, Is Also the Job That Drives the Most Revenue Follow-up can make or break your trade show success.

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BUILDER MART MARCH 21, 2012 www.homebuilders.org

By Julia O’Connor

Y

ou’ve heard this before: There were four people named Everybody, Somebody, Anybody and Nobody. There was an important job to be done and Everybody was sure Somebody would do it. Anybody could have done it. Nobody did it.

Somebody got angry because it was Everybody’s job. Everybody thought that Somebody would do it. But Nobody asked Anybody.

It ended up that the trade show job was not done, and Everybody blamed Somebody, when actually, Nobody asked Anybody.

Question is… What is the trade show job? The job that Anybody can do, and Everybody thinks Somebody will do, but winds up being that Nobody does is the lead follow-up activity that is essential after the event is over.

The Center for Exhibition Industry Research says up to 80 percent of leads gathered at a show are not followed up. Bottom line, that translates into wasting 80 percent of your money.

Here are tips for recouping your investment and improving your bottom line:

What’s Your Purpose at the Show?

If it’s your trade show job to gather leads, then that should be the main focus before, during and after the show. What if it’s something else, like meeting with clients or recruiting employees? That doesn’t absolve you of following up with leads. You still have to do it as part of your trade show job.

What’s a Lead?

Define before the show what you consider a lead. Is it a company that will purchase within a certain time period? Has a certain budget? Is looking for a particular product you sell?

You can separate the contacts into levels -- A, B, C or hot, medium, cool -- and work them that way. But they still have to be contacted as part of your trade show job.

Who’s Responsible?

Develop a schedule for following up with your trade show leads.

The first contact should come within 10 days of the end of the event. Otherwise people forget who you are. The trail becomes cool, then cold.

Determine names and responsibilities at each step of the follow-up process. Trade show job accountability is important.

Make each person aware of what is expected of as part of his or her trade show job, and who else is in the process. This is critical when the person staffing the booth is not the person who does the actual follow-up call.

The farther and longer the process from the show site and date, the more chances there are to lose the lead.

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The simple courtesy of a thank you goes a long way in today’s fast paced and impersonal world.

What’s a Follow-up?

At minimum, follow-up with a thank you note to every contact you made. These people invested time and money to come to the show, time and effort to stop by your booth. The simple courtesy of a thank you goes a long way in today’s fast paced and impersonal world.

If you listened properly and were able to gather specific information, you can provide a quote, supply answers and have a real reason for the follow-up call.

What Should You Send?

Unless requested, do not send the $20, 20-pound corporate package of literature that tells absolutely everything about your company. Do not send an obvious form letter (“Thank you for visiting us at the ABC Expo in Booth 6543 six months ago...”).

Do Send…

• your business card—people will remember a logo and spelling of names and companies • information about your company—a generic piece is fine • the specific answer to the question – “My company can help your company (crunch numbers faster, ship with less hassle, increase accuracy in testing, etc.)”

• any samples, price lists or references that will help speed the sales cycle.

Remember, the trade show job that Anybody can do, and Everybody thinks Somebody will do, but Nobody does -- well, that changes when all understand the importance of trade show follow-up. n This article was written by Julia O’Connor, a speaker, author and trade show consultant. Contact her at 804-355-7800 or visit TradeShowTraining.com.

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coming 2012

The Maryland Center for Housing Y

ou’ve seen the signs and promos and heard the excited chatter. The Maryland Center for Housing is coming in 2012. The longtime vision of a new headquarters for the Home Builders Association of Maryland is quickly becoming a reality. “It has long been my goal to get the Association that represents the home building industry a home of its own,” said John Kortecamp, Executive Vice president of the thousand member trade association.

It started back in May of 2010 when the campaign for a new headquarters for HBAM was launched. In those first couple of months, a select committee met to prepare to launch the ambitious campaign for the new building.

They had two primary objectives for the new building according to Kortecamp; one relating principally to the Building Industries Foundation, the non-profit arm of HBAM, and the other to the association itself. The Foundation was created in 1999 to respond to requests for assistance in charitable housing/shelter related projects. “There is much more we could do and much more we would like to do,” said Christopher Rachuba, Chairperson of the Foundation. “There is one major constraint: financial resources. The Foundation has no significant or continuing source of income,” he added.

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The vision is for the Maryland Center for Housing to be owned, debt free, by the Foundation and leased to HBAM. The rent income paid to the Foundation will provide a stable, long-term funding source to endow the Foundation and support its charitable, education and research activities. “This revenue stream will allow us to take our charitable activities to another level,” said Rachuba.

Regarding the Association, “The objective is to have a physical presence in Central Maryland that stands as a testament to the strength, vitality and endurance of the industry and the Association that represents it,” said Kortecamp.

BUILDER MART MARCH 21, 2012 www.homebuilders.org

“It has long been my goal to get the Association that represents the home building industry a home of its own” John Kortecamp HBAM Executive Vice president

Christopher Rachuba, the Rachuba Group and chairperson of the Maryland Community Builders’ Foundation; Kevin Carney, Thomas Builders and president of the Building Industries Foundation; Marsha McLaughlin, Director of Howard County Department of Planning and Zoning; Michael Greenebaum, partner at Greenebaum and Rose Associates; Ken Ulman, Howard County Executive; and Allen Higgins of L&L Supply Corporation www.homebuilders.org

MARCH 21, 2012 BUILDER MART

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One of the first goals of that early campaign was to secure a site for the headquarters and the first visit was to industry icon, Stewart Greenebaum. Known throughout the industry for his success in land development and his philanthropy to the community, Stewart generously donated a fully permitted parcel in the commercial district of Maple Lawn, his award winning mixed use, smart growth development. Located in southwestern Howard County, the site is convenient to Interstate 95, US Route 1 and Maryland Routes 29 and 32.

According to John Kortecamp, “This first step was huge and allowed us to move forward sooner than we originally envisioned.”

One donation quickly turned into several and the excitement began to grow as word of a new headquarters made its way through the crowd at HBAM’s annual tradeshow, Builder Mart. Donations and commitments streamed in as the word spread.

Shannon Comer of Shannon Comer Architects stepped up and very generously donated her company’s time and expertise to design the sophisticated 10,000 square foot building that will stand on the parcel. The design includes a usable show kitchen, first floor work rooms for visiting members, a large board room and office space for the Foundation.

Many other companies have been quick to donate their product, time and expertise to the new building. “Due to the access to the building industry resources, HBAM members have a unique ability to provide labor and materials that would otherwise cost significantly more,” said Chris Rachuba. He explained that this is one of the reasons that the Foundation has been able to help members of the community and why the donation process for the new building will be successful.

Proposed Floorplan

30

Recently, Shelter Systems has agreed to donate the trusses and an agreement for a state-of-the-art foundation for the building is underway. The Fretz Corporation together with Design House Kitchens will design a fully functioning show kitchen to use for events and inspire visitors. Commitments have also come in for the bath fixtures, window treatments, title services, engineering work and much more.

A significant donation that came in early on was for personalized pavers that will be installed in the patio/walkway entrance to the building donated by Leisure Specialties. The campaign to sell the engraved pavers is a primary funding source for the building and has been extremely successful. There are two sizes available and an order form for the pavers can be found on page 28.

Kortecamp explains that there are many options to make contributions and be part of the new building. “The benefits of being a donor are significant,” he says. Contributions are tax deductable as the Foundation is a fully approved 501-C(3) non-profit organization and benefits include recognition in print publications, electronic publications and online. Significant recognition throughout the build and at the new building are also included.

It is not too late to make your commitment to contribute to the association’s new headquarters. Kortecamp urges, “Whether your donation is made in your name, your family’s name, your company’s or your product’s, you will be establishing a legacy for yourself within the industry at the facility where the industry comes together to conduct its business.” n Visit www.marylandcenterforhousing.org to find out more.

A large board room and open floor plan highlight the two story 10,000 square foot building

BUILDER MART MARCH 21, 2012 www.homebuilders.org

booth at Builder Mart M A B eH Only Paver Pricing it th pecial One-Days i V for S

Maryland Center for housing donors ThanK you to the following companies for their generous financial support.

Rachuba Family Bob Ward Cornerstone Homes Elm Street Development Forty West NVR Powers Homes *Residential Title (Booth 106 & 108)

Security Development Chateau Builders Goodier Builders Lennar Morris and Ritchie Associates Steuart-Kret Homes Williamsburg Homes Goodier Baker Builders

ThanK you to the following companies for their contributions of labor, materials and professional services.

Lead Donor: STEWART GREENEBAUM *Azek (Booth 613) *84 Lumber (Booth 621) *California Closets (Booth 828) *Carroll Insulation (Booth 104) Charles A. Klein Chesapeake Lighting Choice Stairway CMW Co., Inc. Colonial Electric Delbert Adams Construction Design House Kitchens *Dow Building Supply (Booth 2208) Fast Signs of Dundalk *Fireside Hearth & Home (Booth 311) Fretz Companies Gaines & Company Glen-Gery Brick *Gray and Son (Booth 1219) Gutschick, Little & Weber

*Visit these exhibitors at Builder Mart.

Harkins Builders Hillis-Carnes Engineering Associates Interior Concepts L&L Supply Leisure Specialties *Modern Foundations (Booth 121) *Moen (Booth 226) O’Neil Interactive *Out of Sight Home Theater (Booth 28 & 30) Patterson Enterprises *Residential Title (Booth 106 & 108) Richmond American Homes Rosenberg, Greenberg & Martin Shannon Comer Architects *Shelter Systems (Booth 601) *Sherwin Williams (Booth 807 & 1006) Siegel, Rutherford, Bradstock & Ridgeway T.W. Ellis

6 Ways Mobile Marketing Gives You Hot Leads

By Ken Mays

W

hat if you could get hot leads for your business while your customers are in “buyer mode,” at the very moment they’re ready to purchase your product or service? If you use mobile marketing, you can. Here are some need-to-know facts about mobile marketing: 1. Happenings on the home-front. Did you know that 86 percent of customers search via mobile web while watching TV at home? And 43percent of customers would rather search on their mobile devices at home instead of turning on their home computer.

2. Timing matters. You’ll capture your leads via mobile marketing when your customers are in “buying mode,” when they’re motivated to make a decision.

3. Social search. Customers that are already logged into Facebook, LinkedIn or Twitter will search for your business or profile while they’re logged in because it’s more convenient.

91 percent of searches are social-related.

5. Get friendly. You need a mobile-friendly website, not just a “mobile-compatible” website. A regular website isn’t going to look the same on mobile devices, and won’t be as user-friendly.

How does your website look on different mobile devices, not just one type of mobile device? Take a look at your site on different mobile devices--not just one and find out.

6. Beyond the brand. Having a mobile-friendly website builds results you can quantify, it builds relationships with your leads and customers instead of just giving them a mobile experience.

What’s The Bottom line? Unleash your power by going mobilefriendly, not just “mobile compatible.” Get mobile-friendly to tap into the market and generate hot leads when the customer is in “ready to decide and buy” mode. In other words, prepare to turn up the heat on leads, changing them from warm to hot. n Ken Mays is a website design company that provides “fluid website design,” so your website looks great on all of the mobile devices your customers are using. Email Ken Mays today at ken@ad-mays.com for a free, no obligation website and online marketing evaluation.

4. Ranking. The huge number of customers, and your leads, will naturally improve your organic SEO when they search for your business via mobile devices and click on your website.

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BUILDER MART MARCH 21, 2012 www.homebuilders.org

Booth Staff Superstars Your booth staff plays one of the most important roles forming opinions about your company in the minds of attendees.

By Linda Musgrove

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BUILDER MART MARCH 21, 2012 www.homebuilders.org

D

id you know that your booth staff plays one of the most important roles in forming an opinion about your company in the minds of attendees? No matter how well you organized everything else, your booth staff, their behavior and their techniques will be the single biggest factor in making the show a success or a failure.

You will need to make sure your booth staff understands that physical appearance, choice of words, general demeanor and their level of knowledge and enthusiasm are what determines the impression attendees will have about your company. Following these steps will allow you to select and train the ideal booth staffers for your exhibiting.

Ideal Booth Staffer The ideal booth staffer is a people person, extremely knowledgeable about your products and services, has high energy and is very enthusiastic about your company; and while we’re at it, also a good sales person. Odds are most of your employees or co-workers will have some of those traits, but rarely all of them.

As a result, you will probably have to create shifts of people that have all those skills and talents in a combined form.

Creating Highly Effective Booth Staffers Booth staff training is extremely important to the success of your trade shows. There is no such thing as too much booth training nor is there any employee that knows it all. You should either hire an outside consultant to conduct this training, or develop your own training program. In either case the training needs to prepare your staffers to sell and function in a trade show environment, with competing sights and sounds.

Role Playing One of the most effective methods for training booth staff is by role playing; practicing the techniques that will lead to more comfortable and confident members of your trade show team.

If at all possible, organize several of those role-playing sessions, consider scheduling by booth staff teams scheduled to work the booth together. This not only makes sure that everyone can attend; repetition also helps your booth staff to overcome initial shyness often associated with such an activity.

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Interacting With Attendees Through booth staff training and role playing, your staffers should be taught how to interact with attendees gracefully and make them feel comfortable in your booth. Teach staffers to make their conversations warm and inviting, giving the prospect a reason to stay. They accomplish this by knowing what type of questions to ask, making the conversation focused on the prospect’s needs and following the 80/20 rule; staffers listening 80 percent of the time, and talking 20 percent of the time. It’s important for them to allow prospects the opportunity to open up and start talking about their product needs, what their work involves and their decision making power.

Qualifying Attendees Booth staffers should understand that their conversations should be focused on gathering the data for them to draw a conclusion from. To truly understand what an attendee is looking for, booth staffers should be prepared to ask open ended questions. These are questions that require more than a yes or no answer, to get the prospect to explain what their needs and problems are, so staffers can properly qualify them; and gauge how much time to devote to them. A good “rule of thumb” to follow is: • Engage: 30 seconds • Qualify Prospects: 2 minutes • Qualified Prospects: Spend about 10 minutes discussing needs and/or conducting a demonstration • Unqualified Prospects: Disengage • Close: In about 1 minute

Gathering Lead Data and “Closing” with Attendees Staffers also must make sure to gather complete lead data and know what the most critical information to gather is, so the sales team can effectively follow up with prospects. Be sure to have a clearly defined lead process before the show and include this information as part of the training session.

Describe to staffers that once a prospect is determined to be qualified and all their questions have been answered, it is time to “close” them. Using the lead system selected, have them collect contact information and complete data about specific needs, such as purchasing time frame, purchasing authority, etc.

MARCH 21, 2012 BUILDER MART

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Have staffers describe the follow-up process to the attendee and give a handshake before the prospect leaves the booth.

Once they leave, the staffer should add notes from their conversation. The notes and data collected will help send the appropriate material after the show and enable the sales person to adequately prepare before calling the prospect.

These are the essential components of any effective booth staff training program. If you are looking to implement a program yourself use this lesson as a guide. If you are looking to hire a trainer, ask questions about how they would conduct the different elements of this lesson. Now it’s time for your homework!

homework • Create teams for booth duty • Consider implementing a booth staff training program • Prepare a list of open ended questions for booth staff to qualify attendees with • Create role-playing scenarios for booth staff to practice pre-show ■ Linda Musgrove is President of the trade show training firm, TradeShow Teacher. She focuses on teaching companies to significantly improve trade show results through strategic, customized trade show training for individuals, departments or entire teams. Most recently she authored “The Complete Idiots Guide to Trade Shows”. Learn more at www.tsteacher. com and sign up for the FREE monthly Trade Show Tactics newsletter.

HAVE YOU SIGNED UP FOR YOUR HBAM LICENSE PLATE YET? Get your own HBAM personalized license plate from the MVA. Call HBAM today at 410-265-7400 for availability.

Get a front row parking spot at Builder Mart with an HBAM license plate.

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BUILDER MART MARCH 21, 2012

ILDERS HOMEBnUof Maryland tio Associa

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Design Principles for Trade Show Displays Effective trade show marketing using the fundamental rules of design.

By Jonathan Edelman

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BUILDER MART MARCH 21, 2012 www.homebuilders.org

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hen designing trade show displays, it’s very important to keep basic graphic design principles in mind. Effective trade show marketing using the fundamental rules of design can help elevate companies over their competition. To bring your convention marketing ideas to fruition, you’ll need to combine a variety of elements – from your trade show booth, to your design, to your trade show giveaways to your trade show attractions.

With all of these elements, it’s critical that you’re trade show booth doesn’t look like a hodge-podge of ‘stuff’. Having a cleanlooking, well-designed booth with a cohesive look and feel is an integral part of attracting customers to your trade show display.

To produce well-designed trade show displays, there are three critical factors that you need to consider: balance, emphasis and unity.

Balance Balance refers to an equal distribution of weight, and in the design field, this refers to visual weight. We’ve all seen pieces of art or rooms in a home that seem imbalanced; often, too much information or too many pieces of furniture are on one side of the canvas or room. This can make the viewer feel uncomfortable. When doing convention marketing, ideas like this must be considered.

The size, color and shape of marketing materials or objects in your booth all contribute to the visual weight of your display.

One way to achieve balance is to have more or less equally interesting things distributed throughout the trade show display. For instance, don’t stack flat flyers, business cards and contact sheets at one end of your table, and have taller, more colorful, physical representations of your company’s products all on the other end.

Intersperse these objects throughout your booth.

Emphasis Emphasis implies importance given to certain objects or areas of a piece of art – in this case, your trade show marketing display.

A designer should stress only some of the visual elements of a piece, guiding the viewer’s eye to the areas of importance. This can be achieved in three basic ways: through isolation, contrast and placement.

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Emphasis through isolation in trade show marketing is obtained by setting one piece or element of your trade booth display apart from the rest. Unique convention marketing ideas like tradeshow giveaway ideas would achieve this, since they are set apart from the rest of your display. When creating trade show displays, if one element contrasts with the rest of your piece, this also will bring attention to it.

If your company’s colors are blue and orange and the majority of your display is in blue tones, have stunning orange piece – it will surely attract attention. Emphasis by placement is achieved when one object is arranged so that other things in the composition point to it. Consider lining up smaller objects on your table to point toward a bigger, more central, sign or product.

Unity It’s important to have your convention marketing ideas to be united with a common theme. Unity implies that all elements of your design or trade show display have a cohesive look. An easy way to achieve this is through similar color choices and brand consistency. Your trade show marketing pieces should reflect the color scheme of your company. And when considering convention marketing ideas, make sure the overall feel of your exhibit matches the branding on your promotional products. It’s important to leave trade show attendees with a solid, consistent image of your company.

By making use of these standard design principles when considering convention marketing ideas and trade show displays, your company will reap the lucrative benefits of trade show marketing. n Jonathan Edelman provides helpful trade show ideas for exhibitors. With years of experience in the trenches, he is an expert on booth displays, follow up techniques and networking with trade show vendors to build a referral-generating system that leads to a boost in sales and revenue.

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Increased Optimism Felt at NAHB’s 2012 International Builders’ Show

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ore than 51,000 builders, remodelers and other members of the home building industry crowded the aisles of the National Association of Home Builders’ International Builders’ Show which ended its four-day run at the Orange County Convention Center in Orlando, on February 10th.

Signs of optimism for the industry’s recovery could be felt throughout the show, as exhibitors noted increased booth traffic and solid sales leads.

“We were so happy with the show this year—it was truly unbelievable. We barely had time to take a break,” said Brian Stowell, CEO of Crown Point Cabinetry, who noted that they will exhibit again at IBS 2013 in Las Vegas. “If you supply the construction trade, you are crazy if you don’t have your product here. This is your one chance all year to get in front of a national audience of builders that have projects. This show is a must for us.”

The 2012 IBS featured exhibits from more than 900 suppliers representing all facets of the home building industry. Builders and remodelers also attended more than 165 educational sessions on design trends, green building, marketing, remodeling and other building industry topics.

According to Nishu Sood from Deutsche Bank Markets Research, one theme that emerged with IBS exhibitors was that those better positioned with the public builders have managed to perform better in the residential space in 2011. Sood said, “Those companies who have managed to gain valuable public builder business have been able to outpace competitors by gaining market share. By gaining more public builders as customers, the firms have seen a multiplier effect on sales compared to peers due to the public homebuilders having gained share themselves.” He explained, in some cases, especially in paint and flooring, the better positioned companies with the public builders were actually able to grow volumes in their residential new construction businesses, which is a significant accomplishment considering that new home sales as reported by the Census was down 7 percent year over year in 2011.

Attendance levels showed an increase in 2012 for the first time since 2006 with just over 50,000 in attendance. That is up by about 10 percent from 2011 but down from north of 100,000

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We were so happy with the show this year— it was truly unbelievable. We barely had time to take a break. amidst the housing bubble. The increase in attendance as well as recent trends in the market place gave rise to optimism at IBS. Exhibitors were generally upbeat and hopeful about prospects for 2012. Most firms saw a concurrent rise in demand in 4Q, similar to builder order results. Weather may have been a factor in recent positive trends but exhibitors mostly dismissed the notion that it was the sole catalyst for the gains.

Nearly 2,500 people attended a special address by Federal Reserve Chairman Ben Bernanke, where he discussed how restraints on credit for home buyers and home builders alike continue to impede the housing and economic recovery.

Attendees also flocked to IBS Live, a new theater-like venue on the show floor that featured several exciting sessions throughout the week including an appearance by “Dancing with the Stars” winner and Operation Finally Home spokesperson, J.R. Martinez; a live airing of the popular Los Angeles-based radio show, “Home Wizards;” and a number of presentations on topics like green building, consumer trends and home financing.

Other highlights of the show included The New American Home 2012, NAHB’s official show home, and the IBS Opening Ceremonies featuring world-famous magicians Penn & Teller as keynote speakers, and Aron Ralston, whose inspiring story of bravery was made famous in the acclaimed movie 127 Hours.

The next International Builders’ Show takes place Jan. 22-24 at the Las Vegas Convention Center. Registration for the 2013 show will open on Sept. 1. Details will be available at www.buildersshow.com. n Contact Carey Swift at carey@homebuilders.org to sponsor HBAM events at the 2013 IBS.

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SMC SalesCamp 2012

with Ravens Head Coach John Harbaugh

How do you keep your (sales/production) team focused when the odds (the economy) are against them?

A

bit more than three years ago, when attendance began to falter at the monthly SMC breakfast series meetings, then incoming SMC President Ryan Houck conceived of the notion of offering larger scale seminars just twice a year with the hopes of drawing larger crowds and providing more value to attendees. This notion turned into SMC SalesCamp!

Now in its third year, SMC SalesCamp is marketed to anyone in sales and marketing in the building industry, including our great Realtor partners. The structure has varied a bit from multiple speakers to just one well known speaker but the theme remains constant – give attendees something they can use to improve their business and enhance their professionalism.

This year’s SMC SalesCamp is just a bit different in that it appeals to more than just sales and marketing professionals but the overall theme really is still the same, Be Relentless and Win! (Focus on your goals and attain them.)

A healthy attitude along with a serious knowledge of your product can help most sales and marketing people through the darkest storms. The SMC SalesCamp provides many of the tools and tips to further enhance your skill set and stay fresh, in an ever changing and challenging climate.

Enjoy hearing from one of the best NFL coaches in the nation as he shares some of his coaching secrets at SMC SalesCamp, on the morning of Builder Mart. Get the play-by-play from a man who has seen his share of wins (and losses) and is able to keep his players on track and fighting to win the next game.

Isn’t this what you want from everyone in your company, on your sales team and in the field? You’ve got to attend this rare opportunity to hear from Coach John Harbaugh!

The Ravens are the only NFL team to earn the playoffs the past four seasons – and the only club to win a playoff game each of those four years (2008-11). ... Baltimore won the AFC North in 2011, sweeping the division, while the Ravens went 6-0 against playoff teams (7-1 including postseason), match42

BUILDER MART MARCH 21, 2012

ing Green Bay as the only clubs to go undefeated in division play and against other postseason qualifiers during the regular season. The Ravens produced a second-straight 12-4 record (13-5 overall), going undefeated at M&T Bank Stadium. Baltimore earned a 20-13 Divisional Round victory over Houston at home and then fell, 23-20, in a heartbreaking AFC Championship thriller at New England. John Harbaugh became the first head coach in NFL history to win a playoff game in each of his first four seasons, with his 49 total victories from 2008-11 tying (New Orleans) for third in the league. Joe Flacco has started every game under “Harbs,” and his 44 regular season wins are the most ever by an NFL QB in his initial four seasons.

In Harbaugh’s initial season, the Ravens advanced to the AFC Championship game after winning at Miami (27-9) and at the AFC’s top-seeded Tennessee, 13-10. Pittsburgh, the eventual Super Bowl champion, stopped the Ravens, 23-14, in the AFC title matchup. In 2009, Baltimore dominated at New England, 33-14, in the Wild Card game before dropping a 20-3 contest at Super Bowl bound Indianapolis in the Divisional Round. (The victory at New England was the Patriots’ first playoff loss at home since 1978.) After earning a 12-4 mark in 2010, the Ravens won at Kansas City (30-7) in the Wild Card playoff. Baltimore then dropped a 31-24 Divisional Round contest at Pittsburgh, which advanced to the Super Bowl.

That first Harbaugh/Ravens team tied the NFL record (since 1978) for turnarounds by a head coach taking over a sub-.500 team. The Ravens’ 2-1 playoff record following that campaign established a new league standard in this same category. With www.homebuilders.org

the 13 total victories in ‘08, Harbaugh set the NFL record for the most wins ever by a rookie head coach starting a rookie quarterback (Joe Flacco). In 2010, Harbaugh and Flacco once again set an NFL record when they became the first quarterback-head coach duo to start their NFL careers at the same time and lead a team to the postseason in each of their first three seasons.

Maintaining their strong defensive tradition, the Ravens have finished the past three seasons as the NFL’s No. 3 scoring defense (fewest points allowed). Those three years rank as the best scoring “D” span in team history. (Baltimore has also ranked in the top 10 in total defense eight straight seasons, producing second-, third- and 10th-overall rankings, respectively, from 2008-10.)

The Ravens’ offense has also experienced successes during the Harbaugh Era. In 2010, Flacco became the franchise’s all-time leading passer, finishing with career highs in passing yards (3,622) and TDs (25). Baltimore also ranked 16th in NFL scoring, averaging 22.3 points per game. In 2009, the Ravens were the NFL’s ninth best in scoring (24.4 ppg), up from 24th in 2007, while setting team records for most total TDs (47) and most rushing TDs (22). In Harbaugh’s first season in Baltimore (2008), the Ravens built a creative offense that ranked fourth in the NFL in rushing (148.5 ypg), first in time of possession (33:10) and 11th in points per game (24.1 ppg).

Impressively, the Ravens’ top three records for fewest turnovers in a season have all occurred during Harbaugh’s tenure. In 2010, the Ravens set a franchise single-season record for fewest turnovers (20), breaking the previous mark of 21 from John’s first season in 2008. Baltimore also threw a franchise-low 10 INTs in 2010.

Harbaugh strives to be the best. “We don’t want to just win a championship. We want to be a championship team,” he states.

“We want to become something. We seek the highest levels, and we want to stay there.” His teams are balanced, disciplined and hard-nosed. “We want to be the most physical team, but we also want to be the cleanest. Hard-hitting and playing with physicality does not mean dirty,” he adds.

Despite his early head-coaching success, “Harbs” diffuses accolades: “It’s about us. It’s about the team. It’s about the players, www.homebuilders.org

the coaches, Steve [Bisciotti], Ozzie [Newsome] and the scouts.

It’s about the support staff. It’s about all of us pulling together to win – to be the best,” Harbaugh says.

Harbaugh, who established a reputation as one of the NFL’s top special teams coaches, is the third head coach in team history, following Ted Marchibroda (1996-98) and Brian Billick (1999-2007).

Coach Harbaugh arrived in Baltimore with 24 years of pro and college coaching experience, including the previous 10 seasons with the Philadelphia Eagles. He was the Eagles’ special teams coach from 1998 through 2006 and headed Philly’s secondary in 2007.

He was originally hired by then-head coach Ray Rhodes and, subsequently, was one of four assistants retained by Andy Reid in 1999. Prior to hiring him, the Ravens talked with over 30 people about the energetic Harbaugh, who had never been a head coach nor an NFL offensive or defensive coordinator.

“Did we take a chance by hiring John? My belief is that you have to be willing to do things the masses don’t, or you’ll never separate yourself from the masses,” stated team owner Steve Bisciotti. “We’re totally confident we picked the right person.”

Harbaugh’s Philadelphia special teams were consistently ranked among the NFL’s best. From 2000-05, Philly’s units finished in the top 10 in five of those seasons in The Dallas Morning News’ comprehensive special teams rankings. In 2001 and 2003, the Eagles ranked No. 1 according to senior NFL writer Rick Gosselin’s composite (includes 22 kicking-game categories).

Following the 2001 campaign, Harbaugh was voted the NFL’s Special Teams Coach of the Year by his peers. He was also named The Dallas Morning News Special Teams Coach of the Year that season. In just four years (1998-2001), Harbaugh elevated the Eagles’ special teams units from 29th to first in the league. In 1999, the Eagles signed K David Akers, who had been working as a part-time waiter after brief kicking stints with Carolina, Atlanta and Washington.

With Harbaugh’s help, Akers became a threetime Pro Bowler.

Harbaugh also worked with P Dirk Johnson, another “street” free agent, helping him record the top two net punting averages (38.4 in ‘05 and 37.4 in ‘04) in Eagles history. Under coach Harbaugh, MARCH 21, 2012 BUILDER MART

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15 Eagles earned Special Teams Player of the Week awards, while snapper Mike Bartrum was named to the Pro Bowl, and RS Reno Mahe led the NFL with a 12.8 punt return average in 2005.

Harbaugh, a graduate of Miami (Ohio) – where he played defensive back – is from a football family. His father, Jack, is a 41year coaching veteran who won the 2002 NCAA Division I-AA football championship as the head coach at Western Kentucky.

His brother Jim, who was the Ravens’ starting QB in 1998, played 14 seasons in the NFL and was named the San Francisco 49ers’ head coach in January 2011. (Their sister Joani is married to Indiana basketball coach Tom Crean.)

Among John’s 27 years of coaching is a two year stint as the assistant head coach at the University of Cincinnati (1995-96).

(The Bearcats finished 6-5 both seasons.) John coached 10 years on offense and four on defense at the college level, launching his coaching career in 1984 at the age of 21 as a graduate assistant for his father at Western Michigan. In his second position at the University of Pittsburgh (1987), he was mentored by the legendary Sid Gillman, a Pro Football Hall of Famer. John also coached the TEs at Pitt under head coach Mike Gottfried.

While at Cincinnati (1989-96), Harbaugh coached special teams, TEs, OLBs, RBs and was also the recruiting coordinator.

Over eight years, he recruited 27 starters for the Bearcats and tutored both the NCAA’s top return man (former Raven Robert Tate, 34.3 KOR avg. in ‘95) and the second-ranked returner

(Chris Hewitt, 31.5 KOR avg. in ‘93). John was part of a staff that helped Cincinnati produce three out of four winning seasons (1993, 1995-96) for the first time in 20 years.

“Harbs” also coached one season at Indiana in 1997 as the DBs coach/special teams coordinator under Cam Cameron, the Ravens’ current offensive coordinator, and one year at Morehead State in 1988 as the DBs coach/special teams and strength and conditioning coordinator.

Devoted to his family and his Christian faith, John is most active in helping the Baltimore area be better for families. He earned the 2011 “Power of Excellence Award” from the (Ben) Carson Scholars for “demonstrating excellence in life and being a role model.” He’s a board member for the Port Discovery Children’s Museum and a significant contributor to All Pro Dads, along with numerous Baltimore-area events and charities. Harbaugh earned a degree in political science at Miami (OH), where he won the Football Scholar Athlete Award. He then earned his master’s in physical education at Western Michigan. John, who attended Ann Arbor (MI) Pioneer HS, his wife, Ingrid, and their daughter, Alison, live in Reisterstown, MD. Also a willing volunteer, Ingrid contributes to both the Helping Up Mission and Sarah’s House. n

VISIT BUILDERMART.ORG TO REGISTER

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BUILDER MART MARCH 21, 2012 www.homebuilders.org

Not a Member of HBAM? Now is the time to join!

Visit us at Builder Mart at the HBAM booth where we will be offering membership incentives or visit www.homebuilders.org/page/joinnow/

Benefits of Membership

A.C & R Foam Insulators LLC

Legislative Advocacy

B.E.S.T. Inc. Back River Pre-Cast, LLC CST Products, LLC

Public Relations and Information

Culpeper Wood Preservers Cummins Power Systems Dr. Energy Saver, LLC Gross, Medelsohn Associates

Education

Liberty Screens

ANNUAL

Events and Conferences

New Builder Mart Members

LTC Financial Partners

EVENTS

Maurice Electric Supply

& CONFERENCES

Metropolitan Home Theater

HBAM offers a variety of events and programs each year that provide both business and social forums to increase your industry contacts.

National Control Services, Inc

Builder Mart Key Connections MAX Maryland Awards of Excellence International Builders’ Show Celebrity Chef Night and Auction HBAM Remodelers Awards of Excellence Th e Maryland Real Estate and Construction Forecast Conference Icon Awards A Night at the Yard La nd Development Council Community Development Awards

Print-O-Stat, Inc. Trace Laboratories, Inc. Tremco Barrier Solutions, Inc.

Contact Felicia Fleming at 410-265-7400, ext. 115 or felicia@homebuilders.org for more information. www.homebuilders.org

MARCH 21, 2012 BUILDER MART

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2012 Home Builders

AssociAtion of mArylAnd Membership Application

Step 4

provide a primary contact and any secondary contact names.

PRIMARY CONTACT COMPANY _______________________________________________________________________________________ NAME __________________________________________________ TITLE ___________________________________ BUSINESS ADDRESS _______________________________________________________________________________ CITY _____________________________________________ STATE ______ ZIP ______________________________ PHONE _____________________________________ FAX ________________________________________________

Step 1

E-MAIL (REQUIRED)* _____________________________________________________________________________

What type of member are you.

Preferred method of communication

(see definitions on reverse side)

☐ Builder and/or Developer

☐ Remodeler ☐ Associate

☐ email

WEBSITE ________________________________________________________________________________________

Step 2

please choose 1 pRImaRy business function to identify you in our annual Buyers’ Guide and on-line membership directory. (see reverse side for options)

☐ Builder ☐ Developer ☐ Remodeler

☐ Professional Service ☐ Supplier ☐ Subcontractor

Description (see reverse side): ______________________

☐ fax

* to access & manage your member profile and register online for events

GET LINKED UP: Online Web Link with priority placement that includes your logo, description of services, contact information and a direct link to your website. All for only $100 per year. # of EMPLOYEES _______________ MHIC# ______________ # of homes/units built annually __________________ Did a Member of HBAM Refer You? * COMPANY NAME __________________________ NAME _____________________________________________

SeCONdARY CONTACT #1 (will receive HBAM publications and event information) NAME ___________________________________________________________________________________________

____________________________________________

TITLE ________________________________________ EMAIL ____________________________________________

Step 3

Preferred method of communication

Choose your dues level based on annual Gross Revenues related to the home building industry in our support areas.

BuIldeR & developeR

Dues Level ☐I ☐ II ☐ III ☐ IV ☐V ☐ VI ☐ VII ☐ VIII

Annual Gross Revenue $ $0-2.5 Million $2.5-5 Million $5-10 Million $10-25 Million $25-50 Million $50-100 Million $100-200 Million Over $200 Million Annual Gross Revenue $ $0-500,000 $500,000 –2.5 Million $2.5-5 Million $5-25 Million Over $25 Million

aSSoCIate

Dues Level ☐I ☐ II ☐ III ☐ IV ☐V

☐ fax

SeCONdARY CONTACT #2 (will receive HBAM publications and event information) NAME ___________________________________________________________________________________________ TITLE ________________________________________ EMAIL ____________________________________________ PHONE __________________________________________FAX ____________________________________________

Step 5

Would you like to participate in our Chapters which are free?

☐ All Chapters ☐ Anne Arundel County ☐ Baltimore City

☐ Baltimore County ☐ Carroll County ☐ Howard County

☐ Upper Chesapeake (serving

Cecil & Harford Counties)

Step 6

Annual Dues $ 485 $ 850 $ 1,390 $ 1,750 $ 3,590

☐ HBAM Remodelers (+ $65 per person)

Representative Name: _______________________________________________________________________________

☐ Sales & Marketing Council (+ $75 per person)

Representative Name: _______________________________________________________________________________

☐ Land Development Council (+ $65 per person)

Representative Name: _______________________________________________________________________________

☐ MD Residential Green Building Council (+$100 per person) Representative Name: _______________________________________________________________________________

Annual Gross Revenue $ $0-2.5 Million $2.5-5 Million $5-10 Million $10-25 Million Over $25 Million

Return this page with payment to: HBam 7127 Ambassador Road, Suite 150 Baltimore MD 21244 Fax: 410-265-6529

☐ email

Would you or an employee like to join a Council?

RemodeleR*

Dues Level ☐I ☐ II ☐ III ☐ IV ☐V

Annual Dues $ 800 $ 1,700 $ 3,350 $ 5,075 $ 6,990 $ 8,650 $ 10,900 $ 14,200

PHONE __________________________________________FAX ____________________________________________

Annual Dues $ 820 $ 1,060 $ 1,310 $ 1,600 $ 3,180

Questions, contact the HBAM Membership Department at 410-265-7400, ext. 115 or visit www.homebuilders.org

Application is made for membership in HBAM. I agree to abide by the HBAM by-laws and the NAHB Code of Ethics (both available by request). In the event of membership termination, I agree to immediately discontinue use of the HBAM insignia in any form. The information furnished herein is true and correct and is provided for the purpose of inducing HBAM to consider this application for membership. I understand approval of my membership is subject to review and acceptance of the HBAM Executive Committee or Board of Directors and that the deposit of my payment does NOT constitute membership approval.

Step 7 – payment ToTal Dues ToTal HBaM CounCil fee(s) ToTal WeBsiTe linK fee ToTal enCloseD CreDiT CarD/PayMenT inforMaTion ☐ Visa ☐ American Express

☐ MasterCard

$ __________________________ $ __________________________ $ __________________________ $ __________________________

☐ Check

Account Number ____________________________________________________________ Exp. Date ______________ Name on Card ____________________________________________ Zip code of billing address ___________________ Date ___________________ Auth. Signature_____________________________________________________________ Print Name __________________________________________ Title ________________________________________

BUILDER MART COMMITTEE BUILDER MART COMMITTEE Steven Gilman, Chairman Assembly Line Inc.

Maryland Community Builders’ Foundation Join us on April 28th as we come together to change lives.

We need your help.

Joe Fleury Susquehanna Bank Tim Nichols Slavie Federal Savings Bank Doug Stone Stone Marketing Resources Mark Kappus Kappus Construction Robert VanTrigt Fireplace Hearth and Home Jennifer Purdy TW Perry Leslie Rosenthal Bob Lucido Team / ReMax Advantage Realty Bob Myers John H. Myers

BUILDER MART STAFF John Kortecamp Executive Vice President Carey Swift Director of Events and Tradeshows Kristin Hogle Editor Chris Baughan Builder Mart Sales

The Maryland Community Builders’ Foundation, the charitable arm of the Home Builders Association of Maryland, was formed to promote shelter related activities for those less fortunate throughout the Baltimore region. The Foundation focuses on ‘sticks and bricks’ projects that provide shelter or shelter improvements for needy families.

Our strategy is to provide shelter-related charitable services in the region by calling upon HBAM members for donations of labor, materials and funds. Won’t you help us help our communities?

Visit our website today. It’s easy to get involved: • Donate Time • Share Your Projects with and/or Materials Us and get PR • Request Assistance • View our Latest Projects

Don’t stand on the sidelines— Get involved today www.buildermart.org 410-265-7400

www.homebuilders.org

www.buildingindustriesfoundation.org

MARCH 21, 2012 BUILDER MART

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BUILDER MART 2011

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BUILDER MART MARCH 21, 2012 www.homebuilders.org

BUILDER MART 2011

www.homebuilders.org

MARCH 21, 2012 BUILDER MART

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FLooRPLAN ExhIBIToR DIREcToRy: ALPhABETIcAL 84 Lumber 621 A C & R Insulation 1217 A Glass Block Vision, Inc. 1700 A Touch of Brass 2201 ABC Equipment Rental 129 Alban Tractor 821 Alliance Material Handling, Inc. 1013 Annandale Millwork & Allied Systems 626 Artelye Marble & Granite 402 & 404 Assembly Line Inc. 708 & 709 Associated Insurance Management, Inc. 115 Atlantic Aluminum Products 827 & 1026 AZEK Building Products 613 B.E.S.T., Inc. 228 Back River Pre-Cast, LLC 629 Bartley Corporation, The 521 Bath Fitter 307 Beazer Homes 212 BGE New Construction Services 103 & 105 Bison Drywall, Inc. 2202 BlueLinx Corporation 2205-2211, 801, 1000 Bob Lucido Team LLC Remax Advantage Realty 1021 Bridgewater Wholesalers, Inc. 527 & 529 Builders FirstSource 221 California Closets 828 Carroll Insulation Co., Inc. 104 CDS Logistics 1005 Chesapeake Home magazine 331 Choice Stairways 1008 Creative Touch Interiors-Floors, Inc. 220 CST Products, LLC 238 Culpepper Wood Preserves 439 Cummins Power Systems 134 & 136 D. S. Thaler & Associates, Inc. 229 Dans Company 109 & 111 DeVere Insulation Company 409 Dominion Electric Supply Company 606 Dow Building Solutions 2208 Dr. Energy Saver, LLC 406 Duradek Mid Atlantic 130 Electrolux 813 Energy Services Group 326 Essex Bank 236 Fireplace Solutions 407 Fireside Hearth & Home 311 First Home Mortgage 2203 50

BUILDER MART MARCH, MARCH 21, 21 2012

GE Appliances 213 Gray & Son, Inc. 1219 Greenhorne & O’Mara, Inc. 210 GRK Fasteners 224 Gross, Medelsohn & Associates 222 Ground Loop Heating & Air Cond., Inc. 135-139 Guardian Home Technologies 239 & 438 Habitat for Humanity of the Chesapeake 113 Injured Workers’ Insurance Fund 400 Huber Engineered Woods LLC 631 John H. Myers & Son, Inc. 413 JSM Installation 231 KCI Technologies 235 Keller Stonebraker 232 Kitchen and Bath Creations 634 Kleer Lumber LLC 327 & 329 L & L Company, The 506 & 508 Lakeside Title 1009 & 1208 Leafguard & Beldon Home Solutions 126 Liberty Screens 607 & 806 Long Fence Company, Inc. 214 LP Corp.

526 & 727 LTC Financial Partners 328 M & R Floors, Inc. 200 & 202 Mailbox Man of Maryland 1500 & 1501 Martin Architectural Group 427 Marvin Window & Door Planning Centre 401 Maryland Pools 831 Maurice Electrical Supply 306 & 507 McCormick Paint 133 Metropolitan Home Theatre 2215 Michael Barlow Well Drilling Service 630 Mid-Atlantic Propane & Gas 635 & 834 Miss Utility 234 Modern Foundations, Inc. 121 Moen Incorporated 226 National Control Services 501 Norandex Building Materials Distribution 201-207 Northwest Savings Bank 1503 & 1504 One Source Associates Inc. 303 Out of Sight Home Theater 28 & 30 Overhead Door Co.of Baltimore, Inc. 918 Parksite TBD Premier Lifts Inc. 627 & 826

Print-O-Stat 434 ProBuild 334, 336, 535 & 537 R & R Components, Inc. 428 Raymond C. Maule & Son, Inc. 639 Reico Kitchen and Bath 608 Rentals Unlimited 528 Residential Elevators Inc. 803 Residential Title & Escrow Co. 106 & 108 Residential Warranty Company LLC 302 Sandy Spring Bank 111 Saratoga Insurance Brokers, Inc. 2200 Schluter Systems L.P. 1001 Shelter Systems Limited 601 Sherwin-Williams and Duron Paints & Wallcoverings 807 & 1006 Silver-top Manufacturing Co., Inc. 204 Simmons Management Group Inc., The 503 Simtek Fence 809 Smartbox 34 Snavely Forest Products Corp. TBD Sport Systems, LLC 429 Sterling Mirror Company 100 & 102 Suburban Propane 301 Superior Walls by Weaver Precast 321 Susquehanna Bank 1502 Swift Flooring 237 Swirnow Building Systems 500 Total Energy Concepts, Inc. 308 & 509 Trace Laboratories 1002 Tri-State Retractable Screens 206 & 208 Tyco Fire Protection Products 216 T.W. Perry Village 711 Velux-America Inc. 309 Versatex Trimboards 721 Vintage Security 1041 Washington Savings Bank 305 Wells Fargo Home Mortgage 435 Weyerhaeuser 421 White River Hardwoods 628 York P-B Truss, Inc. 300

www.homebuilders.org

FLooRPLAN Providing Insulation Solutions SPRAY-ON • BLOW-IN • BATTS • ROLLS • MINI ROLLS • LOOSE FILL

Installing insulation is a pretty important job for builders large and small. There is usually a small window of time in the builder's schedule to insulate. And the builder needs to trust that the insulation products are high performing and installed right the first time.

Myers products and installation crews are key to its growth in this business. The team collectively has over 100 years of insulation installation experience. “Myers crews are Myers employees, who were hired based on their experience in the insulation field", states department manager Neil Lamparter.

"We include one additional step in our installed insulation process. The team always follows up with our customers when the job is complete. We know that our customers don’t want call-backs and this step allows us to address any questions immediately” adds Lamparter.

In addition to second to none customer service, you can count on Neil and his team for: • Competitive pricing • Reliable & proven products • Accommodating scheduling • On-site meetings

• All necessary measurement • Guaranteed quotes • Project guarantees

Want to find out more or get an insulation estimate?

Contact Department Manager, Neil Lamparter at 717.814.4454 or neil.lamparter@jhmson.com.

Aberdeen, MD 20 S. Philadelphia Blvd.

443-327-7933

www.homebuilders.org

Camp Hill 3442 Simpson Ferry Rd. 717-737-0471

Chambersburg 1090 S. Main St. 717-263-9151

Dallastown 217 E. Maple St. 717-244-4077

Hanover 108 Ram Dr. 717-632-0217

York 2200 Monroe St. 717-792-2500

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exhibitor directory: categorical Access Lifts & Elevators

Premier Lifts Inc. 627 & 826 Raymond C. Maule & Son, Inc. 639 Residential Elevators Inc. 803

Accounting & Financial Services

Gross, Medelsohn & Associates 222 Simmons Management Group Inc., The 503

Appliances

CDS Logistics 1005 Maurice Electrical Supply 306 & 507 Metropolitan Home Theatre 2215

Energy Audit

Dr. Energy Saver, LLC Energy Services Group

Energy Management & Security National Control Services

Electrolux GE Appliances

813 213

Architectural Services

Martin Architectural Group

Bathrooms

Bath Fitter Moen Incorporated Sterling Mirror Company

427 307 226 100 & 102

Brick, Concrete & Stone CST Products, LLC

238

Building Supplies

Engineering & Engineering Services

D. S. Thaler & Associates, Inc. Greenhorne & O’Mara, Inc. KCI Technologies

Financial Services

Fireplace Solutions Fireside Hearth & Home

Cabinetry

Floor Coverings

634

Ceramic Tile, Marble & Granite Artelye Marble & Granite

402 & 404

Decking & Railing

Duradek Mid Atlantic Parksite Long Fence Company, Inc. Simtek Fence

Doors, Windows & Glass Block ProBuild

130 613 214 809

334, 336, 535 & 537

406 326 501

229 210 430

LTC Financial Partners

Fire Protection Services

Tyco Fire Protection Products

Fireplaces

224 328 216 407 311

Bartley Corporation, The Modern Foundations, Inc. Superior Walls by Weaver Precast

Tremco Barrier Solutions

Garage Doors

Glass Block

A Glass Block Vision, Inc.

1700

Hardware A Touch of Brass JSM Installation

2201 231

Home Automation

One Source Associates Inc.

521 121 321 330

303

Home Entertainment Systems

28 & 30

Home Warranty Services

2-10 Home Buyers Warranty 230 Residential Warranty Company LLC

302

HVAC Systems & Supplies

Ground Loop Heating & Air Cond., Inc. 135-139 Total Energy Concepts, Inc.

308 & 509

Insulation A C & R Insulation DeVere Insulation Company Insulation & Drywall

Bison Drywall, Inc. Carroll Insulation Co., Inc.

Creative Touch Interiors-Floors, Inc.

220 L & L Company, The 506 & 508 M & R Floors, Inc. 200 & 202 Schluter Systems L.P. 1001 Swift Flooring 237 Swirnow Building Systems 500

Foundation & Excavation

301

Out of Sight Home Theater

ABC Equipment Rental 129 Alban Tractor 821 Alliance Material Handling, Inc. 1013

Fasteners GRK Fasteners

Fuels Suburban Propane

Overhead Door Co.of Baltimore, Inc.

918

Equipment Rental

Assembly Line Inc. 708 & 709 Atlantic Aluminum Products

827 & 1026 Builders FirstSource 221 Habitat for Humanity of the Chesapeake 113 LP Corp.

526 & 727 Snavely Forest Products Corp. TBD T.W. Perry Village 711 Kitchen and Bath Creations

52

Electrical & Structural Wiring

1217 409 2202 104

Insurance

Associated Insurance Management, Inc. 115 Injured Workers’ Insurance Fund 400 Keller Stonebraker 232 Saratoga Insurance Brokers, Inc.

2200

Kitchen & Bathrooms

Dans Company Reico Kitchen and Bath

109 & 111 608

BUILDER MART MARCH 21, 2012 www.homebuilders.org

exhibitor directory: categorical Laboratory Water Testing Trace Laboratories

1002

Dominion Electric Supply Company

606

BlueLinx Corporation 2205-2211,

801, 1000 Huber Engineered Woods LLC 631 John H. Myers & Son, Inc. 413 Norandex Building Materials Distribution 201-207 Shelter Systems Limited 601 Weyerhaeuser 421

Lumber & Millwork

Mailboxes

Mailbox Man of Maryland

1500 & 1501

331

Mortgage & Banking

1st Mariner Bank 128 Essex Bank 236 First Home Mortgage 2203 Northwest Savings Bank

1503 & 1504 Sandy Spring Bank 111 Susquehanna Bank 1502 Washington Savings Bank 305 Wells Fargo Home Mortgage 435 Beazer Homes

Paving & Escavating

Gray & Son, Inc.

1219

Power Systems

Cummins Power Systems

134 & 136

Precast Concrete Products

212

Printers

Print-O-Stat

434

Propane

Mid-Atlantic Propane & Gas

635 & 834

Real Estate & New Home Sales

Bob Lucido Team LLC Remax Advantage Realty

Sunrooms & Skylights Velux-America Inc.

1021

Roof Trusses & Wall Panels R & R Components, Inc. 428 Silver-top Manufacturing Co., Inc.

204 York P-B Truss, Inc. 300

828 34 309

Title & Settlement Residential Title & Escrow Co.

106 & 108 Lakeside Title 1009 & 1208 Tools & Equipment Rentals Unlimited

629

1008

Storage Systems & Products California Closets Smartbox

Paints & Wallcoverings

Back River Pre-Cast, LLC

84 Lumber 621 Annandale Millwork & Allied Systems

626 Bridgewater Wholesalers, Inc.

527 & 529 Culpepper Wood Preserves 439 White River Hardwoods 628

New Home Construction

Choice Stairways 831 429

McCormick Paint 133 Sherwin-Williams and Duron Paints & Wallcoverings 807 & 1006

Lumber & Engineered Floor Systems

Chesapeake Home magazine

Stairs & Railings

Maryland Pools Sport Systems, LLC

Lighting

Marketing, Advertising & Publications

Outdoor Recreation & Swimming Pools

Trimboards

AZEK Building Products Kleer Lumber LLC Versatex Trimboards

528 613 327 & 329 721

Utility BGE New Construction Services

103 & 105 Miss Utility 234 Water Conditioning, Management, Proof & Wells

Michael Barlow Well Drilling Service

630

Windows & Doors

Marvin Window & Door Planning Centre

401

Roofing & Gutters

B.E.S.T., Inc. 228 Leafguard & Beldon Home Solutions

126

Screens - Retractable

Liberty Screens 607 & 806 Tri-State Retractable Screens

206 & 208

Security & Safety

Guardian Home Technologies

239 & 438 Vintage Security 1041

www.homebuilders.org

MARCH 21, 2012 BUILDER MART

53

floorplan

BUILDER MA MARCH 2

1712 1711 1710 1709 1708 1707 1706

1704 1703 1702

1700

Kitchen

941

Event / Education Area

EXHIBITOR LOUNGE

539

338

339

138

139

38

37

537

336

337

136

137

36

35

535

334

335

134

135

34

33

530

531

330

331

130

131

30

729

528

529

328

329

128

129

28

727

526

527

326

327

126

922 921

521

721

918

321

121

VIP LOUNGE

KITCHEN

731

924

920

BULL ROAST

31

SOUTH HALL

916 914

115

912

711

911

511

HGRV

OFFICE

RC MCBF

311

910

113

908

909

708

709

508

509

308

309

108

111

FIRE EXIT

907

706

707

506

507

306

307

106

109

305

104

107

904 902

903

702

703

502

503

302

303

102

105

900

901

700

701

500

501

300

301

100

103

1511

HBAM

Bathrooms VZW

REGISTRATION

101 1510 1509 1508 1507 1506

1504 1503 1502 1501 1500

MAIN ENTRANCE

Featured Morning Speaker

9:00 – 11:00 The Sales and Marketing Council Presents: Ravens Coach John Harbaugh (brought to you by Bob Lucido Team RE/MAX Advantage Realty)

SOUTH HALL – 1 HOUR SESSIONS

11:30 – 12:30 The Sales and Marketing Council Presents: Your Guide to Social Media with Dennis O’Neil of O’Neil Interactive

54

1:30 – 2:30 The Sales and Marketing Council Presents: A Discussion with Building Icon Jim Ryan, founder of Ryland Homes (brought to you by Bob Lucido Team RE/MAX Advantage Realty) 2:30 – 3:30 HBAM Remodelers Present: An Update on OSHA Regulations Featuring Job Fall Protection 3:30 – 4:30 The Sales and Marketing Council Presents: Marketing for the Small Builder

BUILDER MART MARCH 21, 2012 www.homebuilders.org

floorplan

ART 2011 23, 2012

2400 2401 2402 2403

2405 2406 2407 2408 2409 2410 1041

239

438

439

638

639

838

839 1038

236

237

436

437

636

637

836

837 1036

234

235

434

435

634

635

834

835 1034

230

231

430

431

630

631

830

831 1030

228

229

428

429

628

629

828

829 1028

427

626

627

826

827 1026

232

226

Event / Education Area

Harbaugh Exit & Fire Exit

224 222 421

221

220

621

821

1021

NORTH HALL

1221 1219 1217

216

1215 413

214

613

813

1013

213

212 210 208

207

406

206

205

404

204

203

402

202

201

400

1213 1211

409

608

407

606

809 1008 609

1009 1208

807 1006 1005 1204

401

601

John Harbaugh

238

1209 Harbaugh Entrance & Fire Exit

803 1002

1003 1202

1203

801 1000

1001 1200

1201 2215

200 2200 2201 2202 2203

2205 2206 2207 2208 2209 2210 2211

NORTH HALL – 90 MINUTE SESSIONS 11:30 – 1:00 HBAM Remodelers Present: A Primer on Window Flashing

2213 2214

1:30 – 3:00 The Land Development Council Presents: A case study on new stormwater management rules 1:00 – 3:00 The Maryland Residential Green Building Council Presents: Test your knowledge of the 2012 International Energy Conservation Code (IECC)

www.homebuilders.org

MARCH 21, 2012 BUILDER MART

55

FLOORPLAN Š2012 California Closet Company, Inc. All rights reserved. Franchises independently owned and operated. MHIC28991.

ADVERTISER INDEX

BEDROOM

GARAGE

ENTRY

WALL BED

STORAGE

OFFICE

PANTRY

Appliance Distributers Unlimited 9 BGE Outdoor Lighting 2 BGE Smart Energy Savers Program Back Cover Builders Mutual Insurance 7 California Closets 56 GE Contract Sales 4 Habitat for Humanity ReStore 22 John H. Myers & Son 51 MAAX 37 Mid Atlantic Propane & Gas Inside Front Cover SalesCamp 44 Saratoga Insurance 3 Southern Pacific Supply 1 TW Perry 11 Versatex Trimboards Inside Back Cover Walbrook Mill & Lumber 19

Builder Mart 2013 Contact: Chris Baughan or 410-265-7400, ext. 121 or chris@homebuilders.org For info on advertising in Builder Mart 2013.

For over 30 years, California Closets has defined the most important spaces inside and around the home.

Call for more information about our Trade Program and learn how California Closets can contribute to your success.

BALTIMORE | Sulphur Spring Rd. SEVERNA PARK | Park Plaza | 410.247.8088 CaliforniaClosets.com

MD Baltimore_Builder_4.62x9.75_0212.indd 1

56

BUILDER MART MARCH 21, 2012

2/20/12 2:27 PM

www.homebuilders.org

R

T R I M B O A R D

“I FEEL LIKE I’M

LIVING ON EFFICIENCY STREET.” – HOUSE

Learn to speak the language of energy efficiency.

Become fluent in BGE’s ENERGY STAR® for New Homes Program and learn about financial incentives and resources available to participating ENERGY STAR builders.

Visit BGESmartEnergy.com or call 877.685.7377 to learn about the quality, competitive advantage and customer satisfaction of ENERGY STAR homes and to apply to become a BGE ENERGY STAR builder.

Apply at BGESmartEnergy.com to become an ENERGY STAR builder.

Get financial incentives and training through BGE’s Smart Energy Savers Program® for building ENERGY STAR qualified homes.

Increase sales and customer satisfaction.

BGESmartEnergy.com | 877.685.7377 This program supports the EmPOWER Maryland Energy Efficiency Act.