Contractor Advantage March / April 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.

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Editorial Director Castle Castle Building Centres Group Ltd.

Jennifer Mercieca

Art Direction and Design Espress Labs Inc.

Contributors

Lawrence Cummer

Advertising Inquiries and Marketing Contact

Jennifer Mercieca

Director of Communications

Castle Building Centres Group Ltd. 905-564-3307

jmercieca@castle.ca

Material Contact

Karen Dougherty

Marketing Administrative Assistant Castle Building Centres Group Ltd. 905-564-3307

kdougherty@castle.ca

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

On the cover: JELD-WEN of Canada

ABOUT CONTRACTOR ADVANTAGE

MARCH / APRIL 2023

Volume 28 Issue 2

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 Apolinski is an international speaker, digital strategist, author and founder of 3 Dog Write. She works with companies to develop and share their message using digital assets. Her latest book, Persuade With A Digital Content Story, was named one of the top content marketing books in the world by Book Authority. For information on her agency’s digital services visit www.3DogWrite.com.

LISA APOLINSKI, CMC

06 28

A LOOK INSIDE: WINDOW TRENDS 2023

Now that the worst of the pandemic is behind us, manufacturers and distributors of fenestration products are seeing light ahead on several issues that have plagued the industry in recent years

22

FIVE MUST HAVES IN DIGITAL CONSUMER EXPERIENCES

Adding what consumers want

OPENING UP ON EXTERIOR DOOR TRENDS FOR 2023

It’s the first thing a guest sees when entering a home, and householders are continuing to put money into making their front doors look good, and function well

A LOOK INSIDE: WINDOW TRENDS 2023

Written by Lawrence Cummer

Photo courtesy of Ply Gem

Now that the worst of the pandemic is behind us, manufacturers and distributors of fenestration products are seeing light ahead on several issues that have plagued the industry in recent years.

“During Covid, the construction industry faced significant hurdles with supply chain, lead times, labour shortages and quality control,” says Richard Hill, Vice-President of Marketing at Cornerstone Building Brands, parent company to Ply Gem, Mitten and North Star brands. “Contractors who favoured the shortest lead times and lowest prices are now facing quality and supply issues.”

Faster and cheaper is frequently costlier in the long run. Hill says this year will see a shift away from such lowest-price buying to ensure reliable delivery, consistent quality, and reduced service costs over the product lifespan. To that end, he points to the supply chain strength garnered by his company’s size and distribution of branches throughout Canada.

CONSTRUCTION SLOWDOWNS

Of course, the supply chain isn’t the only factor that’ll affect the market for fenestration products this year.

“The market is slowing down in new construction and in renovation in the first part of 2023,” says Tracy Nadiger, Director of Marketing at All Weather Windows. “Consumers are uneasy about the interest rate hikes, and while we believe we have seen the last of rate hikes, decisions to build houses or renovate has paused compared to last year.”

“As building picks up this year, we are seeing a shift to multifamily homes such as townhomes, duplexes, apartments, and condos being more popular in new construction. The impact of this shift in the type of dwelling means there are fewer windows in a home, more interior glass to keep the space bright.”

Some, like John Arsenault, Director of National Accounts/Atlantic Sales for Kohltech Windows and Entrance Systems, see the market as generally stable this year, noting there will be some consumer uncertainty but a strong showing in the commercial sector.

Photo courtesy of Kohltech Windows and Entrance Systems

Photo courtesy of All Weather Windows

Shane Powell, Marketing Director at JELD-WEN of Canada, says that while factors are increasing the availability, housing starts continue to decline — which may be good news for renovation and remodelling contractors.

“Housing starts are projected to continue trending down,” Powell says. “We should see a lift in people investing more in renovating their homes over

buying new ones.” He adds that “Multifamily homes have increased their share of housing starts by around 8.5%. Signalling people are looking for more affordable solutions.”

BRIGHT MODERN STYLES

Inflation or not, there’s still a desire and focus from homeowners on comfort and that comes with getting as much natural light as possible,

Photo courtesy of JELD-WEN of Canada

suggests Jeff Ward, Director of Business Development at Durabuilt Windows & Doors. Of course, homeowners want all the sunlight but not always the heat that can come with it.

In keeping with contemporary styles, designers and homeowners are looking for a “minimal amount of frame and maximum amount of glass,” Ward adds, including fewer combination windows,

larger pieces of glass, and a minimum amount of venting, given the number of homes that have mechanical heating and cooling.

All Weather Windows’ Nadiger agrees, noting her company is seeing a demand for “more glass, less PVC frame, and colour still continue to be the trends.”

Photo courtesy of Durabuilt Windows & Doors

IS BLACK STILL ALL THAT?

In recent years, black has grown in popularity, and its attractiveness remains, but for how long?

The stand-out fashion is still black, Ward says, and “deeper, richer colours.” He notes that investments in lamination technology over the past decade have allowed his company to do dark colours and, well, even “jet black, the blackest black film you are ever going to get on a window.”

Architects and designers are constantly looking for just the right selection from some “50 shades of black,” Ward jokes, although the fact is true.

Nadiger adds, “black is still popular as a colour, it’s not the new white. We will likely see brown in windows pick up as siding colours shift to more brown tones.”

The popularity of black seems to be something every window manufacturer can agree on. “With regards to colours, we are continuing to see a strong demand for black exterior (windows) with a growing demand for interior painted black windows.”

Hill sees the shade’s hold on the market remaining strong for some time. “Black has been at the forefront for a while now and certainly doesn’t look to be going away,” he says, although there is a lighter side.

“Customers are very much in favour of black, but we also see some slightly softer tones, such

as Quartz Grey and Slate, emerging to create a more timeless look.”

LARGER TRENDS

David DeFelice, COO of Frank by Ostaco, suggests colour and contemporary styles are a major part of current fashion across both windows and doors. “Colour continues to be a strong trend in the fenestration industry, as well as achieving energy efficiency in larger windows with more glass exposure.”

“We also see a high demand for slim profiled frames with straight edges. This displays a more contemporary style to elevate a home’s overall aesthetic.”

Another trend seems to be growing in popularity, according to Nadiger, although she notes it may be regional: “There seems to be more single hung windows incorporated into window choices than we have had in the past few years, not sure if this is a trend or Edmonton focused only. The shift to skinny, infill housing is likely part of the reason.”

ENERGY EFFICIENCY

With rising energy costs and climbing inflation, the homeowner’s desire for energy efficiency hasn’t gone away. In fact, energy efficiency — not aesthetics — remains one of the biggest reasons for homeowners to replace their windows.

“Energy codes are changing, which will require higher performing products,” says Shane Powell, Marketing Director at JELD-WEN of Canada.

Photo courtesy of Durabuilt Windows & Doors

Photo courtesy of Ostaco

He adds that contractors should be aware that homeowners continue to want to be more involved in design decisions and are more open to completing some or all of the work themselves.

As homeowners look for bigger panes of glass, energy costs associated with such openings obviously play a role in how that glass is treated.

“We have seen an increase in larger windows, customers looking for more exposed glass. The demand for energy-efficient triple glaze continues to rise as consumers become more aware of its benefits and how it can reduce energy bills,” Kohltech’s Arsenault says.

It doesn’t hurt that provincial and federal governments continue to incentivize energyconscious improvements.

“The Canada Greener Homes Grant and the Clean Energy Improvement Program (CEIP) are still driving renovation interest, and so we believe that will pick up in the spring,” Nadiger says, adding that it won’t impact the type or style of window homeowners want, but that energy efficiency will play into the renovation decision. Of course, for new construction, Building Codes must be met, and that has gotten stricter over the years to reduce energy demands and be more environmentally conscious.

Photo courtesy of Kohltech Windows and Entrance Systems

“Builders and contractors need to meet certain performance requirements, so energy efficiency in window choices is definitely a part of the equation,” Nadiger notes. “Tri-pane is going to be the norm eventually across the country, and we have been seeing that shift for some time now. The coatings and performance of the windows are impacting the heating and cooling loads in the home, so that is becoming more of a topic in our industry.”

The trend towards energy-efficient products, such as those that are ENERGY STAR certified,

continues to be important to homeowners, but triple-pane windows and patio doors also serve another important purpose, Powell notes: acoustical performance.

JELD-WEN dual-pane vinyl windows with dissimilar gas and triple-pane windows can carry an STC (sound transmission class) rating of around 34, giving it soundproofing comparable to most of the outside envelope of the home. (An average exterior wall of a stick-built home has an STC between 34 and 38).

Photo courtesy of Ostaco

Photo courtesy of Durabuilt Windows & Doors

REDUCING SERVICE CALLS

A few innovations are reducing costly service calls around window installs. Many are related to the growing trends of all-black windows and the larger panes of glass in demand.

“With the ongoing popularity of black and darker-coloured windows, many contractors are experiencing costly service issues with painted vinyl windows,” Hill says. “Painted vinyl windows can absorb large amounts of heat, which, in turn, causes the paint to fade, crack and peel, and the windows to warp and twist.”

To overcome this, he says Ply Gem Canada is laminating its vinyl windows with a European technology that creates a high-performance, lowmaintenance, long-lasting surface finish.

Durabuilt is similarly adhering a durable laminate finish on its vinyl windows and sliding doors to reduce expansion and contraction from heat. Called Continental Cool Colors Plus, it is highly reflective, blocking 80% of the sun’s infrared heat.

It’s also a European innovation, having been used in that part of the world for years. The coating, Ward says, is a boon to contractors now dealing with unwieldy large windows and sliding doors.

“A lot of the time, when contractors handle these products, they think they have to do so with kid gloves,” but the acrylic coating used robustly helps prevent scrapes and even dents.

Photo courtesy of Ply Gem

GETTING IT RIGHT

Some learning on the contractor side may be needed to meet today’s window trends and leave customers happy, Ostaco’s DeFelice suggests.

“With a high demand of larger windows, contractors need to re-educate and re-evaluate installation methods, as these products are harder

to handle. Choosing the correct product for the job is also highly important.”

“Sometimes saving money with a more costeffective product costs more in the end when it’s applied in the wrong setting. Understanding window and door performance, along with thermal performance, goes a long way.” —

Photo courtesy of All Weather Windows

FIVE MUST HAVES IN DIGITAL CONSUMER EXPERIENCES

Adding What Consumers Want

Written by Lisa Apolinski, CMC

A not so surprising fact – according to HubSpot, 65 percent of consumers state that the experience they encounter on a website is a “very important” factor in recommending a brand. If that stat is not enough, HubSpot also reported that 75 percent of consumers expect new technologies to be used to create memorable and better experiences.

The bottom line seems clear – if companies do not invest in the digital consumer experience, there is a potential risk of losing those consumers. What are the most important factors in creating those memorable digital consumer experiences? Consider these five must haves:

Must Have #1: Answer The Need Of The Consumer. There is a temptation by organizations to choose new technologies that internal staff think are great, but have no impact on the consumer experience. Even worse, some new additions to their current technologies can make the digital consumer experience worse or more complicated.

When considering adding new technologies, look at what the consumer experiences currently are. Then determine whether the new technology addresses a specific need or improves on the existing experience. If those needs are not being addressed, it may be better to continue that new technology search.

Must Have #2: Make It Measurable. There is a great way to determine the impact of a new technology on the digital consumer experience: make sure measurements and KPIs are set up to determine whether the technology has actually impacted the digital experience for the consumer. Yes, the customer experience can be challenging to quantify, but there can be data parameters put into place to make that quantification easier.

These measurements can be how quickly a consumer gets to a completed action on the website, how easy information can be accessed (how many pages to get to content) and how often it is accessed, or even what options are available for additional contact (chat box, form, email or phone). Take the time to work on those measurements.

Must Have #3: Keep Changes Simple. When it comes to adding in new technologies, make one change at a time. This is important for several reasons. Too drastic of a change could impact how well the technology can be integrated into current platforms and cause current technologies to malfunction.

Introducing several changes at once can also make it difficult to determine what change caused an improvement in the experience. It also can make the consumer overwhelmed with the new experience. Even new technologies that improve the digital experience could be rejected

by the visitor if there are too many changes at once. Be patient and do smaller and simpler changes over a period of time.

Must Have #4: Understand Long Term Impact. Changes to technologies can have longer types of impact. This goes beyond the digital consumer experience and can affect whether a company can incorporate future digital changes and new technologies coming on the horizon. When reviewing new technologies, are there options to modify or alter the technology so that the investment can grow and pivot with changes in the business, the economy or the consumer?

Also, will the organization providing the technology be in business in a year, 2 years or 5 years? Can someone else, like a third-party vendor or internal IT team, support the technology if something were to happen? Understanding the cascading effects of choosing a new technology is vital.

Must Have 5: When In Doubt, Ask. There is no cost to a conversation. When there is any doubt, simply ask. Not sure what needs customers have? Do a poll or focus group and find out how they use the current technology and what improvements could be made. Wondering if a new potential technology is easy to implement and doesn’t have any potential pitfalls? Request references and ask hard questions about their experience, the implementation process and the impact of the technology.

This also goes for internal staff and asking how the technology may affect their department. Bringing all stakeholders to the table is worth the effort. Take the time to gather information before implementation to remove unnecessary headaches. By having this additional information, better decisions can be made on what technology is chosen and how effective it can be.

Digital consumer experiences are more important than ever. Adding new technologies can enhance those experiences. With the focus on these must haves, companies can implement the right technology at the right time and help the consumer experience their brand in a new and exciting way. —

OPENING UP ON EXTERIOR DOOR TRENDS FOR 2023

Written by Lawrence Cummer

It’s the first thing a guest sees when entering a home, and householders are continuing to put money into making their front doors look good and function well.

Despite lockdowns having passed and pandemic concerns waning, it appears many homeowners continue to invest in their abodes and consider their impact on curb appeal and comfort, exterior doors — both front and back — are on that list.

“We’re still seeing a tremendous amount of investment that people are putting into their exterior doors,” says Lauren Sabeski, Director of Sales at Alliance Door Products. “More than ever before, we’re seeing more dollars spent per door, which is encouraging.”

Considering the pandemic and recent economy, he adds: “we actually thought there might be a slowdown, but we’re not seeing that, which is a very

Photo courtesy of Kohltech Windows and Entrance Systems

positive metric for us.” Still, economic decisions may play a part. Sabeski says energy efficiency remains top of mind, with homeowners being more energy conscious about their product decisions.

“There is no question people are looking at their lifestyle and wanting to be more comfortable in their homes,” says Jeff Ward, Director of Business Development at Durabuilt Windows & Doors. “There are some great rebates out there, both federal and provincial, but we’ve found [our] market in Western Canada continues to be very strong. In fact, the problem for the last couple of years was trying to get the supply to look after customers.”

John Arsenault, Director of National Accounts/ Atlantic Sales for Kohltech Windows and Entrance Systems says, “The market appears that it will stay stable, I do not foresee any large swings in the residential units for 2023, but it will vary by area.”

He notes that while there is consumer uncertainty regarding interest rates and inflation, the commercial building sector will remain strong

through 2023 for his company. Alongside that market stability, David DeFelice, COO of Frank by Ostaco is predicting good things for the fenestration industry and its customers.

“After these past few years of high demand and slow supply, and with the supply chain slightly improving, we expect 2023 to be more manageable. This allows us to get creative and innovative with our product offerings,” he says.

Shane Powell, Marketing Director at JELD-WEN of Canada, suggests that while policies should make housing more affordable, new starts are projected to continue trending down, which should be a boon for the renovation market as homeowners invest in improving their homes over buying new ones.

“The economics forecast a shallow recession. High-interest rates appear to have the desired effect of slowing spending. Home sales and prices have fallen dramatically,” Powell says. He adds that “The new Canadian foreign ownership law is expected to have the positive effect of making housing more affordable and bolstering economic recovery.”

Photo courtesy of Ostaco

IMPROVING AN OLD STANDARD

At first blush, the front door might not seem to be the place to see a lot of improvement, but that’s not stopping manufacturers from providing new improvements that builders and homeowners are seeking.

For instance, Kohltech is trying to aid in the ongoing quest for greater energy efficiency in new construction. “We are about to launch a door jamb that will accommodate wall depths from 6 5/8 to 12 ½”. This will be great for ICF applications as well as Net Zero home construction. We are also working on a vinyl buck that will be used in the concrete tilt-up wall panels.”

Demand for taller (and now wider) doors continues to grow and with these grander openings and the need for an improved seal. Because of that, there’s more demand for Alliance Door’s multipoint locking system. “It’s a three-point locking system, at three points of the door, and that helps create a better seal, so you don’t get wind infiltration or water infiltration in the door.

“It just allows that door to seal so much better, and customers feel better knowing that door is locked solid.”

Photo courtesy of JELD-WEN of Canada

EVEN BIGGER DOORS

Especially in new builds, bigger is better. Ward notes how entry doors had climbed to being 3-foot (36”) by 8-foot (96”) in recent years. “They were very luxurious. But now you’re seeing a lot of doors moving to be 42” wide and 96” tall.”

“That’s reminiscent of a time when there were double doors, but people moved away from that. Today what they want is that big door that’s going to set that front door apart.”

The trend towards higher value, large format is also taking place for exterior back doors, a more common investment for remodeling and renovation. Here, lift-slide patio doors allow for up to 50 sq. ft. “A lift-slide door is a designer’s dream because it compresses when it closes.”

He says the investments being made into larger patio doors and the desire for more glass is consistent with what’s being seen in the outdoor building space. “People want to connect to their outside.”

Photos courtesy of Durabuilt Windows & Doors

CONTEMPORARY STYLES

The trend toward contemporary styles, with its simplicity and clean lines, continues to trend in exterior doors, but also a return to midcentury simple wood grain.

Of course, that wood grain isn’t always in the form of solid wood doors. Innovation in fiberglass manufacturing has created the ability to emulate many grains of wood and make multiple patterns. Sabeski notes with the improvements in fiberglass, homeowners are choosing it because “It has that ability to look like a true piece of wood and the construction of it: it’s dent resistant, skins are 40% thicker, so they have durability and longlasting performance.”

“And we’re doing things like adding 4” lumber down the sides to give it that real feel of a natural wood door.”

Colour plays a part too. With darker, often black, window frames, some are using doors to play up the contrast, suggests Richard Hill, Vice-President of Marketing at Cornerstone Building Brands, parent company to Ply Gem.

“Contrasting colour pop doors are gaining popularity as a statement against monochrome windows and siding. We see a lot of bright oranges, yellow, turquoise, and even shocking pink.”

Powell says that while black continues to be on trend, so too are nature-inspired colours that blend the exterior with natural surroundings, and bold colours are being embraced by some homeowners to make a statement.

Shapes, too, are playing a big part in aesthetic decisions, with Powell noting that arched windows and doors are being used to differentiate and increase curb appeal, such as Versa (United) Fibreglass Exterior Doors.

Photo courtesy of Kohltech Windows and Entrance Systems

NATURAL LIGHT BUT PRIVACY

Although larger windowed doors in the rear of the home are on the rise, the front is seeing a move towards fewer door lites and even less visibility. Privacy glass or textured glass is on the uptick, Sabeski says, like reeded glass that presents a very modern look. Also extremely popular are geometric patterns and cubic textures.

He points to his company’s Therma-Tru EnLiten flush-glazed designs, in which double- or triplepane glass is built directly into the door with a high-performance dual adhesive weather seal, again reducing the potential for air and water infiltration. The company suggests this also provides 16% more light.

Photos courtesy of Ply Gem

RAMPING UP CURB APPEAL

Of course, a big part of the attraction to bigger and bolder front doors is its impact on the overall look of the home, and that, Sabeski suggests, is what’s leading homeowners to open their pocketbooks.

“The curb appeal of houses starts with the front door, and consumers are willing to spend a little more money on their front door to give their house that unique appeal.” —

Photo courtesy of JELD-WEN of Canada