Contractor Advantage July / August 2023

Castle Building Centres Group Ltd. is a Canadian member-owned, Lumber, Building Materials and Hardware buying group representing over 300 member locations across Canada.

Contractor Advantage Magazine is the exclusive publication of Castle Building Centres Group Ltd. featuring quality Castle vendor brands available at Castle Building Centres locations.

Visit castle.ca to find a Castle location in your area.

Editorial Director Castle

Castle Building Centres Group Ltd.

Jennifer Mercieca

Art Direction and Design

Espress Labs Inc.

Contributors

Lawrence Cummer

Lisa Gordon

Advertising Inquiries and Marketing Contact

Jennifer Mercieca

Director of Communications

Castle Building Centres Group Ltd. 905-564-3307

jmercieca@castle.ca

Published and designed exclusively for Castle Building Centres Group Ltd. by Espress Labs Inc.

On the cover: Vista Railings Systems

ABOUT CONTRACTOR ADVANTAGE

JULY / AUGUST 2023

Volume 28 Issue 4

CONTRIBUTORS CONTRIBUTORS

LAWRENCE CUMMER

Lawrence (“Law”) Cummer is a freelance writer and editor and has been a frequent contributor to Contractor Advantage, Ideas and Rough Construction for nearly a decade. Over his more than 20-year career, Law has written about contracting and construction, general business, information technology, health and safety, personal finance and almost every topic in between. He has a passion for storytelling and sharing how people can work better, easier — and “smarter” — from contractors to technologists to business executives.

LISA GORDON

Lisa Gordon is a freelance writer and editor based in Port Dover, Ontario. For nearly 25 years, she has specialized in creating custom content for trade and association magazines, websites, newsletters and marketing materials. Contact her at mustangmediaservices.ca.

FORD SAEKS

Ford Saeks, the Business Growth Expert and Hall of Fame Keynote Speaker, is the go-to expert for organizations looking to take their growth to the next level. As host of The Business Growth Show Podcast, he shares a wealth of expertise on trends, innovation, and success. #Fordify #BusinessGrowth #Marketingtips and visit his website www.ProfitRichResults.com

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SAFETY, AESTHETICS AND A CLEAR VIEW

New and continuing trends in the railing space in 2023.

20 NEW SHOES FOR YOUR DIGITAL IDENTITY: HOW TO REVAMP YOUR ONLINE PRESENCE AND STAND OUT!

In today’s digital world, your online presence is crucial to the success of your business.

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STYLISH SECTIONALS

Introduced in the 1920s, overhead steel sectional doors are still the most popular option for garages. Here, we check in with a trio of experts to gauge the latest trends in door colour, windows and energy efficiency.

SAFETY, AESTHETICS AND A CLEAR VIEW

Written by Lawrence Cummer

The last few years have proved a boom for outdoor building materials vendors and contractors alike, and, so far, many railing product vendors are still seeing good opportunities for themselves and contractors.

Much of that, experts suggest, may be due to the backlog of jobs and a late start to the season due to weather. A backlog some say has railing contractors booked well into the summer.

Photo courtesy of Regal Ideas

Weather delayed some projects into the spring but with warmer days came an expected pickup in business, noted Rick Churchill, National Sales Manager, Liv Building Products.

It is a sentiment shared by others in the industry: “Retailers might be seeing a slower start, but that’s because jobs haven’t closed yet” says Andrew Pantelides, Executive Vice President of Marketing and Business Development at Regal Ideas Inc.

As a member of the Board of Directors of NADRA (the North American Deck and Railing Association), Pantelides adds that in mid-May, “We’re seeing installers that have jobs posted all the way out to August.”

He says that based on data from his company’s network of certified DeckStars he’s forecasting

a reset to 2019-2020 levels. But Regal has been working closely with dealers and installers to take advantage of trends that lead to more railing jobs and sales.

NEW OPPORTUNITIES THROUGH DECK INSPECTION

A big opportunity Pantelides says contractors should take advantage of is becoming certified deck inspectors. Based on average deck lifecycles, he says 2024 should see a spike in decks reaching end-of-life, or repair time.

Already a popular approach in the U.S, while the fee for inspection might be nominal (say $200-300), it provides an apt time to educate homeowners on safety, and a deck resurfacing job can be a great time to casually introduce a functional and aesthetically pleasing new railing upgrade as a small upsell.

Photo courtesy of Regal Ideas

ALUMINUM AND COMPOSITE RAILINGS

For homeowners looking for low maintenance, aluminum is still the popular choice over composite, even on composite decking, says Shawn Pilon, marketing manager at Nicholson and Cates, distributor of Trex decking and railings.

“We continue to see a move toward aluminum rail systems to go with composite decking,” he says. “Aluminum rail seems to be the bigger item as opposed to a composite rail or a wooden rail.”

In some cases, he’s seeing a mix of composite posts to match the deck and aluminum slats, such as Trex Signature series. In addition to affordability and low maintenance, aluminum baluster profiles are typically smaller than composite providing more of the much coveted outdoor view.

“Aluminum tends to be, by and large the most prominent material in the market, but we have

seen strong sales in composite railing as well,” says Matt Lipskey, national product manager for decking and railing products at Gillfor Distribution Inc., distributor of TimberTech deck and railing products.

He says price and availability are factors, but another driver for composite sales is a homeowner’s desire to differentiate themselves or for brand cohesion (when building a TimberTech deck, for example). “Also, there’s a perception that while aluminum lasts a long time, composites last longer.”

Aluminum offers a sleeker profile, he adds, whereas composites “beefier” posts are ideal for a heritage home style. Carlos Pacheco, president of Nuvo Iron, says thanks to its durability and ease of installation, he predicts aluminum to continue to dominate the landscape in the railing category for quite some time.

Photo courtesy of Trex

Photo courtesy of Gillfor

GLASS AND OTHER AESTHETIC TRENDS

Like in past years, many homeowners are looking for a better view of their outdoor living space, with glass continuing its steady uptick.

“Glass is still a pretty top trender,” Pacheco says. “It doesn’t fit every budget but it’s definitely a top trend for high-end installs. And there’s been some competitive pricing in the markets that allows a lot more people to afford it.”

It’s all about that unobstructed view of the yard, lake or outdoors that homeowners crave.

“More and more homeowners want to enjoy the backyard without an obstructed view like a top rail,” Churchill says.

But glass isn’t the only way to have a great view of the yard. “If we look at the market, the two strong trends we see are an increase in glass railings and an increase in cable railing systems,” says Rob Mitchell, president and CEO of Vista Railing Systems Inc.

Both systems have their appeal and applications. “Cable has the advantage that when you’re near

Photo courtesy of Nuvo Iron

Photo courtesy of Liv Building Products

Photos courtesy of Vista Railing Systems

water you don’t get morning fog on your glass while you’re sitting having your coffee,” Mitchell says. “Glass can be a little more cost-effective than stainless steel.”

He adds that InvisiRail from Liv BP “offers unique post styles and frameless glass for all jobs. Railings offer an unobstructed view and are all engineered to exceed building code requirements.”

CHANGING CODES FOR SAFETY GUARDS

Shifting building codes in some provinces around guardrails are driving the development of new railing products, especially in the glass space, notes Ken Scott, general sales manager for Century Aluminum Railings at CenDek Railings Group, distributed by CanWel Building Materials Group.

In some provinces, 10mm glass railings like Century Railing’s Scenic series are no longer code compliant as a guardrail. In these provinces, the building code wants edge protection on the glass and secondary fall protection that meets load requirements.

To meet this need, Century has come up with a new design as part of its Scenic glass railing system that uses an aluminum U-cap to provide secondary fall protection and edge protection to

prevent potential breakage. The innovative new Scenic system is expected in the summer of 2023 and will provide complete code compliance.

Pilon says he’s seeing an increased demand for styles of railing from homeowners that don’t meet Canadian building codes for guardrails, pointing to the example of rod railing systems that don’t meet climbability restrictions. The Internet and North America-wide brochures are inspiring some homeowners to want systems that aren’t appropriate as guards in Canada.

The National Building Code generally considers a guard required anywhere there would be a 24” drop. The 2015 NBC changed climbability restrictions on guards, requiring them for levels above 4.2 meters, but not all jurisdictions (like Ontario) have adopted this, with some still requiring restrictions on all guardrails. Of course, even municipalities can have different codes, and Pilon reminds contractors to check with local municipalities on requirements first.

Pacheco urges not just contractors to do their homework, but homeowners as well. “Ask the pertinent questions. The last thing you need after doing your deck is to have the inspector tell you to take it down.”

Photo courtesy of Century Aluminum Railings/CanWel

Photo courtesy of Liv Building Products

FORM AND FUNCTION MEET

Along with the functionality of preventing falls, aesthetics and form are playing a part in homeowner decisions.

From a style perspective, picket railing systems and textured black have “trended up” over the year says Scott. In fact, he suggests stronger picket railing sales than glass, which could be due to price as well as aesthetics.

In terms of colours, black is still tops. “People are getting away from the whites and bronzes

and going with a simple black colour, because it gives you a nice accent.” After all, like a black dress or black tie, the colour goes with everything. He adds, “Earthtones are starting to pick up a bit more, and we’re getting more custom colour requests that are more of an earth tone.”

Rail lighting is a constant trend, Pantelides says, such as the LED systems for Regal’s aluminum picket and CrystalRail tempered glass systems. With the demand for LED lighting Regal has released an accent lighting system, he says.

Photo courtesy of Regal Ideas

Capitalizing on the ongoing growth in interest in “the illumination of the outdoor space,” Nuvo Iron has recently launched low-voltage solarpowered lighting options for fencing and railings that Pacheco says are more innovative than what homeowners typically find in the market.

“We’ve been watching this trend for several years and people are looking for more than just a candle. The spark sort of happened two years ago, and I think in 2022 and 2023 there’ll be quite an increase in our presence in the market.”

Contractors can probably chalk the increased interest in railing design and aesthetics to two things: homeowners spending more time in their yards and getting more and more inspiration from TV and the Internet.

“Due to the whole HGTV effect,” Scott says, “people are spending time on design and rather than just saying ‘I want to put a railing up,’ saying ‘I want to make a [design] decision on that.’” —

Photo courtesy of Century Aluminum Railings/CanWel

Photo courtesy of Gillfor

NEW SHOES FOR YOUR DIGITAL IDENTITY: HOW TO REVAMP YOUR ONLINE PRESENCE AND STAND OUT!

Written by Ford Saeks

In today’s digital world, your online presence is crucial to the success of your business. Are you struggling to stand out among the competition? Regardless of your type of business or organization, it may be time to give your digital footprint a fresh update. In the same way, you would buy new shoes to step up your style or your game; it’s time to step up your online presence with these five expert tips.

In this article, we will share how to optimize your website for search engines, create valuable content, leverage social media, use email marketing, and analyze your data to drive more traffic to your website and improve your online visibility.

COMMON MISTAKES BUSINESSES MAKE WITH THEIR DIGITAL FOOTPRINT:

• Believing that having a website is enough: A website is just one aspect of a business’s digital footprint. It is important to have a presence on multiple platforms and actively engage with customers on social media.

• Ignoring mobile optimization: With more and more people accessing the internet on their mobile devices, it is crucial to ensure that your website is optimized for mobile viewing.

• Focusing solely on quantity over quality: Having a large number of followers or likes does not necessarily translate to success. It is essential to focus on building a dedicated and engaged audience.

• Believing that social media is a one-way street: Social media is not just about promoting your business, it is also about engaging with your audience and building relationships.

• Believing that paid advertising is the only way to reach a wider audience: Organic reach can be just as effective as paid advertising, by creating valuable and engaging content, utilizing SEO, and building relationships on social media.

STEP UP YOUR DIGITAL GAME WITH THESE 5 TIPS TO IMPROVE YOUR ONLINE PRESENCE:

1. Optimize your website for search engines and voice search. Ensure that your website is optimized for search engines by using relevant keywords, meta descriptions, and alt tags. Additionally, consider optimizing for voice search by including long-tail keywords, conversational phrases and using natural language. This will help your website rank higher in search engine results, making it more likely that people will find your business when searching for relevant products or services.

2. Create high-quality, engaging content. Produce valuable and informative content that speaks to your target audience. This could be in the form of blog posts, infographics, videos, webinars, podcasts, and social media posts. The more value you provide, the more likely it is that people will return to your website and share your content with others.

3. Leverage social media and user-generated content. Social media platforms are a great way to reach a wider audience and drive traffic to your website. Make sure to create a consistent brand voice and regularly post engaging content. Use social media ads and influencer marketing to reach even more people. Also, leverage user-generated content, like customer reviews, case studies, and testimonials, to build trust and credibility.

4. Use email marketing and automation. Email marketing is still one of the most effective ways to reach your target audience and drive traffic to your website. Make sure to segment your email list and send targeted messages to different groups of customers. Additionally, use automation to streamline your marketing efforts, such as sending abandoned cart emails, welcome emails, and birthday emails.

5. Analyze your data and optimize for conversion. Track your website’s traffic, bounce rate, and conversion rate using tools like Google Analytics. Use this data to see what’s working and what’s not, and make adjustments accordingly. Optimize your website for conversion by A/B testing different elements, like headlines, call-to-action buttons, and layout.

In conclusion, just like your shoes need an update to keep up with the latest technology, trends, and styles, your digital footprint needs fresh new strategies to stand out in today’s digital world. Building a strong online presence takes consistency, time, and effort. To gain the competitive edge you need to succeed, step up your game with an upgraded digital footprint and just like slipping on a new pair of runners, watch as your business takes off. —

STYLISH SECTIONALS

Introduced in the 1920s, overhead steel sectional doors are still the most popular option for garages. Here, we check in with a trio of experts to gauge the latest trends in door colour, windows and energy efficiency.

Written by Lisa Gordon

Photo courtesy of Stewart Overhead Door

Do you need your garage door to conserve energy? Enhance your home’s stylish beauty? Match its exterior wood cladding?

No problem – there’s a garage door for that.

This summer, a collection of stylish new garage doors is boosting curb appeal, saving energy, and maximizing natural light as they roll up on a house near you. Contractor Advantage connected with a trio of garage door manufacturers and distributors to find out what consumers are looking for when it comes to dressing up the biggest door in their home.

Stewart Overhead Door is based in Delaware, Ont., under the Northland Garage Door brand, and has been producing residential, commercial and agricultural sectional doors and counter shutters for 59 years. Sales manager Mark Rennison said Stewart’s line of sectional residential garage doors includes galvanized steel with insulated polyurethane, glass and polycarbonate options.

Dark colours are still trending, reported Rennison. “Black is still the No. 1 colour. We offer 13 colours and we are introducing Iron Ore later this year, a dark grey, which has been popular for siding and other metal finishes. Wood-look steel doors painted in Walnut, Mocha and Auburn are also popular.”

Many homeowners are concerned about soaring heating costs, so they are looking for energy-saving garage doors.

“We have products up to R-18, which is one of the highest R-values in the industry,” added Rennison. “Before, there used to be non-insulated or lightly insulated garage doors. People are now looking for as much insulation as they can get. If your door is down and well sealed, it can create a more balanced temperature.”

Though they want to keep the cold out, homeowners want to let as much light into their garages as possible. Instead of the traditional row of windows across the top of the door, many models now offer a vertical row of windows going down one side of the door, or down both sides. In addition to standard-sized panes, Stewart

also offers a slimmer alternative, as well as the option of dark-tinted or satin glass to ensure privacy and home security.

Over the last year or so, Rennison said he’s had a few requests from homeowners who want their garage doors to match the exterior cladding on their home.

“When you add something like imitation wood to the door, it creates some challenges because you’re adding weight, but it can usually be done,” he said.

Aside from getting smarter in looks, modern garage doors are now part of the smart home movement, too.

“Liftmaster, our partner for garage door openers, is totally tapping into that market,” said Rennison.

Photo courtesy of Stewart Overhead Door

“There is a focus on integrating smart software and how you can set it up so that when you drive into the driveway, it senses you are home and opens the door.”

With many people using their garage doors as the main access point to their homes, cameras and digital keypads are becoming the norm. In the U.S., for example, Amazon Key in-garage delivery

allows access to compatible “smart garages” for grocery and package deliveries.

“Every Liftmaster opener in the near future will have a camera built-in, even the most basic model,” said Rennison. “They are already on the train to help people automate their garage doors. The technology is getting less expensive.”

Photo courtesy of Stewart Overhead Door

SOPHISTICATED STYLES

For nearly 55 years, Creative Door Services has distributed some of the best garage door brands in North America, including Wayne Dalton, Richards-Wilcox, and Martin Door.

Lana Winterfield, the company’s Regional Manager, Marketing & Communications (Canada), said its Western Canadian offerings include modern glass garage doors, wood doors, premium and classic steel doors, carriage house designs,

Photos courtesy of Creative Door Services

designer fibreglass doors, specialty vinyl, and copper garage doors – all in a variety of colours, panel styles and window options.

When it comes to the latest trends, Winterfield said black still rules.

“Modern black garage doors with clear or satin-etched, vertically-stacked windows have become increasingly popular among homeowners

seeking a contemporary and sophisticated look for their homes,” she said. “Flush garage doors (slab doors without raised panels) have also been gaining in popularity for their sleek and seamless design, and we’ve noticed the same trend across all our branches.”

Wood-look doors are a hit with customers who want the warmth and beauty of natural wood, but not the maintenance that comes with it.

Photos courtesy of Creative Door Services

Embossed galvanized steel is the preferred base material for garage doors, she added.

“It is highly durable and resistant to rust and corrosion, which makes it ideal for use in garages where exposure to moisture and varying temperatures are common. This means customers can rely on their garage door to last for many years with minimal maintenance.”

In addition, steel can be customized to achieve a wide range of looks, making it a popular choice for homeowners who want to match their home’s existing style.

Winterfield agreed that consumers are excited to explore smart options for their garages. Integration and connectivity to mobile phones and devices like Google, Alexa and Amazon Echo allow homeowners to operate garage doors and lights, even when they’re not home.

Photo courtesy of Creative Door Services

WEATHER-RESISTANT DESIGN

Headquartered in Edmonton, Alta., Steel-Craft Door Products has manufactured high-quality residential and commercial garage doors for 60 years. Marketing spokesperson Arlyssa McArthur said the company is well known for its ability to fully customize its door styles.

“We design and manufacture every component of our doors, from hardware and track to springs, at our 500,000-square-foot manufacturing facility in Edmonton,” she said. “Steel-Craft employees can be found at our branch locations nationwide. Our products are distributed and sold in Steel-Craft distribution centres, wholesale retail centres and by authorized dealers nationwide.”

Photos courtesy of Steel-Craft Door Products

Steel-Craft’s product range includes sectional overhead garage doors for residential and commercial applications, in both steel-insulated and aluminum options.

Steel-insulated doors are made with highquality Canadian steel, ClimaCore polyurethane insulation and the company’s patented Weather Lock no-open-seam system to increase R-value and energy conservation.

“Our aluminum doors are constructed from corrosion-resistant aluminum and have a Hydr-OGuard to keep weather out,” added McArthur. “Our products are designed to withstand all weather conditions. We engineer the highest performance into our doors, adding style, distinction and security to every home – and offering a wide variety of customizable colours, windows, glass, hardware and sizes.”

Steel-Craft has noted a number of consumer trends in garage doors, including a move to modern and contemporary designs. In warmer Canadian climates like British Columbia, full-view aluminum doors are a popular choice for their

sleek modern look and ability to flood the garage with an abundance of light. In colder climates, steel-insulated doors are most popular due to their durability and energy efficiency.

“Overall, if you want to improve your home’s curb appeal, we recommend choosing a door colour and style that complements your home’s existing architecture and colour palette,” advised McArthur.

Darker colours remain popular, including Deep Matte Charcoal, Brown and Sable Grey. She also said wood-grain finishes like Weathered Wood, Walnut and Cedar are in demand from customers who like the look of traditional wood doors.

Photos courtesy of Steel-Craft Door Products

No matter what colour or style is chosen, garage doors can be difficult – even dangerous – to install. That’s why all of the experts we spoke to recommended they be installed and regularly maintained by professional technicians.

“We really encourage that there should be a professional installing these doors. From a safety

perspective, all overhead doors use torsion springs and must be set up correctly. It’s your biggest moving feature in your home and your health and safety are paramount,” concluded Steward Overhead Door’s Mark Rennison. —

Photo courtesy of Steel-Craft Door Products