Contractor Advantage March / April 2022 by Espress Labs Inc.

MAKING A GRAND ENTRANCE

Publications Mail Agreement #40006677

BRING A LITTLE BLING TO NEW AND OLD DOORS

March / April 2022

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: All Weather Windows

ABOUT CONTRACTOR ADVANTAGE

MARCH / APRIL 2022 Volume 27 Issue 2

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 St. George, Ont. She operates Mustang Media Writing & Editorial Services, delivering informative and engaging articles for trade and association magazines in a variety of industries. Contact her at www.mustangmediaservices.ca.

LISA APOLINSKI 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, is available on Amazon. For information on her agency’s digital services visit www.3DogWrite.com.

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CONTENTS

TABLE OF OF TABLE

MAKING A GRAND ENTRANCE New windows and doors check all the boxes with style, curb appeal and energy savings.

REFRAMING YOUR BUSINESS VALUE

BRING A LITTLE BLING TO NEW AND OLD DOORS

Discover the hidden value in your organization.

As with many home building and improvement product categories, growth in door hardware was no exception in 2021.

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MAKING A GRAND ENTRANCE

New windows and doors check all the boxes with style, curb appeal and energy savings. Written by Lisa Gordon

Photo courtesy of JELD-WEN Windows & Doors

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Home renovations are still going strong for 2022, with people spending more time at home due to the ongoing pandemic. New windows and doors continue to be popular upgrades that add value to a home while simultaneously boosting aesthetics and curb appeal. Nowadays, the options are plentiful and there is a wide variety of creative and statementmaking windows and customized interior and entry doors available. Here, we take a closer look at the latest trends and innovations in this dynamic market segment. “Working from home has impacted home interiors,” reported Paul Commisso, director of marketing and product line management at JELD-WEN® of Canada. “Customers want to match their entry doors to their interior doors to have a similar style. Interior doors are moving towards more of a contemporary look. We have been seeing more interest in flatpanel interior doors versus molded raised door panels. With the birth of the ‘cloffice’ (turning unused spaces like an empty closet into an office), customers are looking for pocket doors, barn doors and bi-fold doors.” JELD-WEN is seeing a shift from open concept to more defined spaces because of the logistical demands of working from home.

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FEATURE STORY // MAKING A GRAND ENTRANCE

Photo courtesy of JELD-WEN Windows & Doors

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Photo courtesy of All Weather Windows

“French and glass panel doors have become popular for style and functionality. A great way to increase the flow of light through a home is the use of glass panels in doors,” said Commisso. “Either a single glass panel or a set of French doors is going to let the light through, but it will also make the space feel larger, so it’s great for small offices.”

When it comes to windows, energy efficiency remains top of mind. JELD-WEN’s True Tri-Pane Technology incorporates two half-inch air spaces that allow the exterior pane to insulate the interior panes, thereby reducing home heating and cooling costs. “These windows are Canadian-made for the Canadian climate,” noted Commisso.

Photo courtesy of All Weather Windows

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FEATURE STORY // MAKING A GRAND ENTRANCE As a proud recipient of the 2021 Energy Star Manufacturer of the Year award, JELD-WEN continues to demonstrate dedication to providing energy efficient windows and doors that deliver the best value at every price point. One innovation is a new interior finish made of semi rigid PVC foil, its FiniShield laminated product. It protects against UV rays and reduces heat build-up on window profile surfaces. As well, it reduces colour variation across multiple window units. Tracy Nadiger, director of marketing at All Weather Windows, confirmed energy performance and innovative glass coatings remain priorities. “The climate plan initiative by the federal government is really the driver behind that focus.” With a combined capacity of over 300,000 square feet, All Weather Windows’ two manufacturing plants produce a full range of window, door and glass products for dealers, builders, contractors, glaziers, developers and homeowners.

“Larger windows with more glass are definitely still trending,” said Nadiger. “It becomes a balance and trade-off of less PVC and more glass, but still with the strength for larger sizes and good performance to meet building code requirements. PVC profile design is clean and smooth.” She continued: “PVC windows are by far the most common and popular window being used today. The latest trend in window frame colours is to have black on the inside to complement your interior design. The hottest exterior color is black, and we are seeing some resurgence of architectural brown or variations of brown colours starting to trend.” The current product supply shortages have had an effect on business, noted Nadiger. “We do have some variation in certain product lines due to supply chain challenges and the high demand in late 2021 has contributed to the shift in lead times. “The Greener Homes Grant certainly drove a lot of interest in renovations, including

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Photo courtesy of All Weather Windows

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FEATURE STORY // MAKING A GRAND ENTRANCE Photo courtesy of Alliance Door Products

windows and doors. However, the lack of energy advisors early on tempered the actual demand.” That being said, she added, “Overall, I would estimate the renovation market was up approximately 20 percent.” GROOVY GRAINED DOORS Alliance Door Products reports a continuing trend

of consumers investing in their homes, especially their front doors. The company’s grooved door collection is seeing a huge growth in sales. “We take a flat panel fibreglass door – be it walnut, mahogany, fir or oak grain – and router out design patterns that can also match and complement the interior doors that the consumers // MAR - APR 2022

Photo courtesy of Alliance Door Products

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FEATURE STORY // MAKING A GRAND ENTRANCE Photo courtesy of Alliance Door Products

have in their house,” explained Lauren Sabeski, the company’s business development manager, exterior doors. “The result is a modern flair with sleek lines and forward-thinking design; it’s truly contemporary.” Another new product is Alliance’s Tru-Guard composite technology door frames. “Instead of the traditional finger-jointed pine frame, this is a composite door frame that provides a rot-free solution,” he said. Alliance Door Products collaborates with ThermaTru Doors, a leader in the manufacturing of steel and fibreglass doors and door systems in

North America. Sabeski praised their Classic Craft Collection of fibreglass doors using AccuGrain Technology. “We recreate a true wood grain look into a fibreglass door,” he explained. “It is an amazing technology. Customers love that true to wood origins door look in different grains in a fibreglass construction, which is strong and durable and has all the benefits that come with fibreglass doors.” Fibreglass entry doors are certainly gaining ground in the marketplace, while vinyl windows are maintaining their popularity.

Photo courtesy of Ostaco

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FEATURE STORY // MAKING A GRAND ENTRANCE Photo courtesy of Ostaco Photo courtesy of Ostaco

“The grain of today’s fibreglass entry door and our wide selection of stain options gives customers a finished product that feels and looks much truer to a wood entry door at a fraction of the cost and with little to no maintenance,” observed Marco Greco, CEO of Frank by Ostaco. “Our suppliers have created a new fibreglass skin that is very accurate in walnut, oak, mahogany and fir. What is

new and trending is more simplified, clean panels that emphasize the door’s wood grain. “Vinyl continues to be the best value on the window market for its ability to be customized, its energy performance, and overall cost effectiveness,” continued Greco. “We can produce large panoramic windows, but also create detailed custom work. Whether it is arched tops or irregular // MAR - APR 2022

shapes, our expertise and the material allows us to make exactly what our customers want. And unlike aluminium and fibreglass – cold to the touch in winter and warm in the summer – vinyl is a neutral material closer to wood, but with the added benefit of no maintenance and lower cost.” He added that consumers are leaning towards slimmer lines and lower profile frames, and looking to maximize glass surface area with optimal energy efficiency. Black remains popular and upgraded glass packages reflect this trend.

“Approximately 60 percent of the windows produced have black exterior, white interior,” said Greco. “Our PRISM line of windows is low-profile and gets exceptional ratings. We have seen a significant rise in demand for this product.” He pointed out that inflation is having an impact on the sector. “The cost of everything is going up and windows and doors are not independent of the economic ebbs and flows. We need to adapt and look at ways to make our organization more efficient, so we can continue to offer a premium product that is accessible to every homeowner.”

Photo courtesy of Ostaco

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FEATURE STORY // MAKING A GRAND ENTRANCE Photo courtesy of Kento Windows & Doors Photo courtesy of Kento Windows & Doors

As costs go up, homeowners are searching for renovation products that will help them save money in the long run. “Consumers are looking for more energy efficient windows and doors to reduce their operating costs,” said Don Kennedy, marketing and sales manager, Kento Windows & Doors. “Kento is always striving to offer energy efficient windows and doors by using triple glazing, low-E coatings and quality vinyl profiles for the consumer.”

He echoed the demand for a variety of door and window colours, confirming that the biggest demand is for black and other dark colours as consumers aim to make a modern statement. In entrance systems, he also mentioned that fibreglass is growing in the market due to its durability and its ability to offer a textured woodgrain effect. “Consumers have a desire to increase their view outside and because of that they are purchasing // MAR - APR 2022

larger glass units in their windows and purchasing larger entrance systems with larger glass kits,” explained Kennedy. “Having to spend more time inside for safety increases the desire to have a better view of the outside. It makes the homeowner feel less restricted and free.” He continued: “There is a high demand for windows and doors for renovations. As Covid-19 has restricted travel, consumers are spending more time at home or at their cabins and are redirecting funds they may have used in the past

Photo courtesy of Kento Windows & Doors Photo courtesy of Kento Windows & Doors 20 MAKING A GRAND ENTRANCE //

for vacation travel,” he said. “They see upgrading windows and doors as a good investment in their properties and want to maintain these properties while reducing energy consumption.” Kennedy said Kento Windows & Doors has increased its offerings and is continually developing products to meet both aesthetic and energy efficiency requirements of both residential and non-residential builders, as well as the end consumer.

FEATURE STORY // MAKING A GRAND ENTRANCE Photo courtesy of Kohltech Windows & Entrance Systems Photo courtesy of Kohltech Windows & Entrance Systems

COMFORT AND SAVINGS “Consumers are thinking more and more about energy efficiency when buying windows and doors,” said Scott Ferguson, vice president sales and marketing at Kohltech Windows & Entrance Systems.

to homes that need very little energy to remain comfortable year-round). In general, homeowners have been moving to triple pane and adding additional energy efficient features that match the rigorous Passive House standards so they can benefit from the energy savings and comfort.”

“Kohltech has a strong line of energy efficient windows, including windows and doors that are Passive House Certified (meaning they contribute

Ferguson also remarked on the benefits of the vinyl window. “It’s an excellent insulator, and when combined with innovative technologies like // MAR - APR 2022

Photo courtesy of Kohltech Windows & Entrance Systems

fusion welding, warm edge spacers and energyefficient glass, they provide maximum comfort and energy savings.” Kohltech is seeing an increased demand for casement windows. “Sliders are still the most popular window; however, casements have been growing in popularity over the past few years. They are more energy efficient and overall better performing than sliders.” 22 MAKING A GRAND ENTRANCE //

This year, Kohltech will be launching a black cap stock window in which the black colour is extruded into the vinyl. “This allows for better performance and will allow us to make the window much faster to capitalize on the sharp demand increase for black,” explained Ferguson. There is also a shift in door glass from the classic floral design to more straight-edged contemporary styles, he added.

FEATURE STORY // MAKING A GRAND ENTRANCE Photo courtesy of Kohltech Windows & Entrance Systems

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FEATURE STORY // MAKING A GRAND ENTRANCE “When upgrading their windows and doors, homeowners get to check a few boxes off their worry list. They look great, people are more comfortable in the home, and the curb appeal is excellent!”

With an emphasis on durable, high-performing materials like vinyl and fibreglass, today’s windows and doors have the market covered when it comes to contemporary style and unmatched energy efficiency. —

Photo courtesy of Kohltech Windows & Entrance Systems

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PERFORMANCE

NORDIC & DYNASTY SHINGLES

Whether it's extreme rain, high winds, or just a desire to put the absolute best on your customer's homes, our Dynasty® and Nordic™ performance shingles are ready to meet your demands.

They come reinforced with ArmourZone® technology, a 1-¼" wide, tear-resistant nailing zone that helps increase holding power and decrease nail blow-through. Our new and improved Fastlock ® sealant forms a tough, strong bond that helps decrease water infiltration and is capable of sealing in a wide range of temperatures. Combine our Fastlock and ArmourZone, and our shingles carry a limited warranty covering wind speeds of up to 210 km/h, and our Nordic shingles have a Class 4 Impact Resistance Rating.1 1 This impact rating is solely for the purpose of enabling residential property owners to obtain a reduction in their residential insurance premium, if available. It is not to be construed as any type of express or implied warranty or guarantee of the impact performance against hail, of this shingle by the manufacturer, supplier or installer. Damage from hail is not covered under the limited warranty. For further details concerning the FM 4473 standards, visit the FM Approvals website.

For more information about our performance shingles and other roofing products, visit www.iko.com/na.

REFRAMING YOUR BUSINESS VALUE

Discover the hidden value in your organization. Written by Lisa Apolinski

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// BUILDING BETTER BUSINESS As your business matures and grows, you may start to think about how you plan on moving towards a significant end goal: selling your company. Whether you are in products or services, every business has to decide on an exit strategy. Will you sell your business to a family member so the business can continue to grow? Will you bring in investment capital to expand? Will you sell to a competitor as part of a merger and acquisition? Or will you someday simply close the shutters and turn off the lights? Many companies will only look at the revenue goals and inventory or client list. There is a misconception that only companies with inventory are worth purchasing. There is an even broader misconception that, if you are in the services industry and do not have a tangible asset, you do not have something worth buying. Regardless of whether your company sells widgets or ideas, you may already have business value - you just have not yet recognized it as having worth. Regardless of your current situation, here are ways to reframe how you see your business value.

PROCESSES MAKE YOUR COMPANY EFFICIENT A scientific process, with documentation that can be accurately followed, is a repeatable process. Processes that are repeatable, and allow a company to achieve consistent results, take the guesswork out of efficiency and growth. When you have a formula, you can take out chance and become more effective at repeating the formula for success. There are things you most likely do for your company every day that you consider SOP and obvious. For most new entrepreneurs, some of these pieces of common knowledge are not always so common. No matter how small the process, take the time to set up a process document that catalogs what you do, how you measure it, and what your standard results are. When it comes to value, having a proprietary process that demonstrates easily repeatability is gold for a potential buyer. CONTACTS MAKE YOUR COMPANY KNOWN If you go beyond sales and revenue in your

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// BUILDING BETTER BUSINESS company, the next best source of income and business are your company contacts. By having a large pool of contacts (different from purchased lists), you have a community of individuals who know and respect you as well as your company. This list goes beyond a B2B engagement. Each individual can provide introductions, be a champion for work, and give your organization a foot in the door of a potential client. Many companies forget their community and the way in which those contacts within their

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business provide assistance, new project work, and reputation building every day for those companies. The contacts can bring in consistent sales through referrals. These contacts become champions for your company’s growth, and growth equates to revenue. Increased revenue is a clear value-add. TALENT MAKES YOUR COMPANY RESOURCE-RICH Whether you have employees, subcontractors or freelancers, that talent pool of team members can go through a rubric and be evaluated at the end of

each project to make sure they are bringing value to your company and your clients. Companies today can also leverage talent across the globe, so that your team members can include some of the best and brightest minds from anywhere they currently are located. You may need reminders that if you want to see value in that talent pool, you have to remove yourself from that pool. Your job, on top of running day-to-day 30 MAKING A GRAND ENTRANCE //

operations, is to grow your company and bring in amazing talent to do the work. This is the hardest idea to implement, but the real value lies in the team you build to serve your clients. LEADERSHIP MAKES YOUR COMPANY PROGRESS One of the ways a member of the executive team can increase the company’s value is by being a thoughtful leader and expert in their respective industry. A leadership role can be demonstrated

// BUILDING BETTER BUSINESS in different ways, including providing expert advice, mentorship of up-and-coming individuals, teaching or lecturing at an industry event, and volunteering for a board position with an industry panel or association. For example, are there voluntary board positions in your industry associations or in universities in your area where you can help mentor and guide the next group of professionals entering the industry? This experience of working with rising talent will help you become a better leader and more in tune

with emerging issues. Leaders can also prompt discussions around these issues, leading to the industry doing better in the long run. Take stock in the non-monetary value that you already have put into your company. Your organization is more than just your bottom line – it includes intangible assets that have made your company what it is today. All the experience and relationships you bring to the equation are unique to you and your company, and more valuable than you may think. —

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BRING A LITTLE BLING TO NEW AND OLD DOORS

Written by Lawrence Cummer

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Photo courtesy of Spectrum Brands Canada

As with many home building and improvement product categories, growth in door hardware was no exception in 2021, and experts say 2022 and the years ahead will show continued demand for new hardware that combines style and utility. According to a recent market survey conducted by Spectrum Brands Canada, the market for door hardware grew in 2021 by 33%, which Andrew Lindley, channel marketing manager at the company says makes sense amidst the stay-at-

home orders and changes brought on by Covid-19. What’s exciting, however, is that demand from 2022 to 2024 is also expected to grow between 10 and 12% year over year. “People are spending more time at home, wanting to feel more comfortable, be relaxed, and are looking for those little areas that they may have overlooked in the past,” Lindley says. Door hardware is one of those areas.

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FEATURE STORY // BRING A LITTLE BLING TO NEW AND OLD DOORS Photos courtesy of Spectrum Brands Canada

Photos courtesy of Spectrum Brands Canada

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Photos courtesy of Spectrum Brands Canada

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FEATURE STORY // BRING A LITTLE BLING TO NEW AND OLD DOORS “It’s something you touch so much through the day, you may not realize how much of a difference it makes,” adds Brian Crouch, director of sales at Spectrum, parent company of Weiser Lock Canada. “New door hardware makes a big bang for the buck. It’s one of the easier projects and yet has such a significant impact.” Door hardware is a way to raise the profile of a room or home and isn’t just a utilitarian product, says Jonathan Bremer, director of LBM sales at Allegion Canada, parent company of lock manufacturer Schlage.

This use as “door candy” is something interior designers recognize, but homeowners must often be shown the impressive aesthetic difference a nominal $10 or $20 additional investment to a door system can make. Bremer says social media has helped a lot, of course. In new construction, the ROI on upgraded door hardware is more obvious: if you’re building a $750,000 home, and it can look more impressive for an extra $200, it becomes more of a no-brainer, Bremer suggests.

Photos courtesy of Allegion Canada // MAR - APR 2022

Photos courtesy of Allegion Canada

New home construction shows no sign of slowing down and is one of the reasons Lindley attributes to the ongoing growth in the product category. Of course, today’s hardware is a lot more than traditional doorknobs, locks and latches. SHINE OFF. THE RISE OF MATTE BLACK. Matching décor trends across the home, one of the more popular finishes in door hardware last year and expected to continue into 2022, is matte black. 38 MAKING A GRAND ENTRANCE //

“Matte black seems to be the hottest colour out there,” Bremer says. “Satin nickel was always the standard for residential, but now we’re seeing matte black, we’re seeing it dip into it. We thought it would take away from the bronze, but it’s taking away from satin nickel.” Perhaps one of the most surprising trends Bremer is seeing is matte black hardware on a black painted door. While it resulted in much debate at home, after his own investigation Bremer saw how

FEATURE STORY // BRING A LITTLE BLING TO NEW AND OLD DOORS well it can work. “I thought, a black door then silver handle. But after looking at the trend online, I’m changing all my hardware to black.”

themes of black faucets (and vice versa), black trim, and to contrast white furniture and light natural wood taking off throughout rooms.

“It’s a preference. It all still comes down to homeowner preference. We still sell a lot of silver for black doors, but it’s a growing trend.” He says matte black is particularly popular with multiunit and commercial construction where interior decorators are leading the charge.

“Satin nickel has been number one for a long time, we saw it used in modern trends. Polished chrome has had a pretty strong but shorter run, and now we’re seeing matte black emerge,” Lindley says.

Lindley echoes that matte black is growing in popularity, attributing it to the growth design

Satin brass, sometimes dubbed a gold finish, is also gaining popularity with some of today’s homeowners. Bremer says it’s starting to gain traction, especially when matching it with

Photos courtesy of Spectrum Brands Canada // MAR - APR 2022

plumbing fixtures, kitchen cabinetry and lighting. Lindley says that the colour is currently “flirting around the outskirts” with some popularity but has not quite hit the mainstream. GET SMART Connected and smart locks continue to grow in popularity for homeowners but have faced

Photos courtesy of Allegion Canada 40 MAKING A GRAND ENTRANCE //

some challenges in recent months, namely the pandemic-induced shortage of silicon chips. Bremer says Allegion is facing the same challenges manufacturers across the board when it comes to the supply of the chips that are a critical component to adding Wi-Fi capabilities to locks (and other products).

FEATURE STORY // BRING A LITTLE BLING TO NEW AND OLD DOORS Photos courtesy of Allegion Canada

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Photos courtesy of Allegion Canada

Still, the demand is high, prompting some to look at less recognized vendors, and bringing new players into the lock market. Of course, technology is often an area homeowners research their choices heavily and selecting a littleknown lock vendor could reflect poorly on a contractor’s reputation. Lindley concurs that the market for connected locks continues to grow, despite supply chain challenges. “Homeowners are feeling more

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comfortable with smart home technology, its connected pieces (such as locks), and controlling all their devices from one hub.” “It’s been a challenge over the past year with the semi-conductor shortage across all industries, but we’re still seeing exponential growth and a continued shift.” Crouch adds, that electronic locks add elements of security many don’t initially consider, such as temporary or situational access. For example,

FEATURE STORY // BRING A LITTLE BLING TO NEW AND OLD DOORS Photos courtesy of Allegion Canada

homeowners don’t need to provide spare keys to contractors, cleaners or visiting relatives, but can easily give them (or withdraw) specified limited-time access. Of course, being “smart” isn’t always about being electronic. Levers, which are easier to use than doorknobs — especially in aging communities —

are on the increase in new construction in some areas of Canada, Bremer notes. “This is something you use every day, you need it to work smoothly and be dependable, but at the same time, there’s nothing wrong with wanting it to look nice as well. It’s two birds with one stone.” — // MAR - APR 2022