Contractor Advantage May / June 2022 by Espress Labs Inc.

GARAGE DOOR RENOS REMAIN ON THE UPSWING

Publications Mail Agreement #40006677

THE SKY’S THE LIMIT ROOFING TRENDS FOR 2022

May / June 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 Danila Di Croce Lawrence Cummer

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: Building Products of Canada

ABOUT CONTRACTOR ADVANTAGE

MAY / JUNE 2022 Volume 27 Issue 3

CONTRIBUTORS

DANILA DI CROCE Danila Di Croce is a Toronto-based writer with over 10 years of experience in the fields of media and education, including a Masters in Media Production from Ryerson University. Throughout her experience, Danila has worked in the areas of public relations, marketing, radio and television broadcast, and has contributed to various national publications on a wide range of topics including entrepreneurship, building construction, workplace health and safety and hospitality.

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.

JANE CAVALIER LUCAS Jane Cavalier Lucas, CEO and Founder of BrightMark Consulting, is a nationally recognized brand strategist, board member, blogger and author of The Enchanted Brand (Amazon). She helps organizations conquer a changing world with powerful brands and reputations. Recognized for creating breakout brands like Snapple and Qwest, Jane has worked with over 100 organizations including American Express, ExxonMobil and the U.S. Navy. For more information, visit www.brightmarkconsulting.com.

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CONTENTS

TABLE OF OF TABLE

GARAGE DOOR RENOS REMAIN ON THE UPSWING With no slow down in sight in renovations and new builds, the demand for new garage doors and their installation, like many building products, shows no signs of abating

EMPOWER YOUR BRAND WITH ENCHANTMENT 6 CHARACTERISTICS OF AN ENCHANTED BRAND When people face a world that is too complex to understand, constantly changing in unexpected ways and unclear, they put up barriers of distrust and caution

THE SKY’S THE LIMIT ROOFING TRENDS FOR 2022 When the pandemic began and forced individuals to stay in their homes, the idea seemed unfathomable // MAY - JUNE 2022

GARAGE DOOR RENOS REMAIN ON THE UPSWING

Written by Lawrence Cummer

Photo courtesy of Steel-Craft Door Products 6

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With no slow down in sight in renovations and new builds, the demand for new garage doors and their installation, like many building products, shows no signs of abating. The dilemma is, with supply chain challenges around everything from steel to circuitry, can manufacturers, distributors and contractors meet the demand. “The volatility in the supply chain has affected all aspects of the door industry. There is a large shortage of steel to make spring wire which has dramatically increased lead times,” says Tony Hedley, national manager for retail building centers and Alberta regional manager at Steel-Craft Door Products. Combined with labour shortages, the current supply chain crisis poses serious lead-time challenges that contractors need to factor into any job, garage door installs included. “Demand is up over 30 to 40 percent, and lead times are the biggest challenge,” suggests Mark Rennison, distribution sales manager at Stewart Overhead Door. “The biggest thing contractors can do is to plan ahead.” Lana Winterfield, regional manager for Canadian marketing and communications at Creative Door Services, concurs. “Budget

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FEATURE STORY // GARAGE DOOR RENOS REMAIN ON THE UPSWING

Photo courtesy of Steel-Craft Door Products

is less of a factor now due to the supply chain crisis, so the major consideration homeowners (and contractors) need to be aware of is to plan well in advance.” “Order as early as possible as lead times are quite long and consistent across the industry,” she adds. In fact, some savvy contractors are now placing orders with even 10 weeks to four months of lead time, Rennison says. Shortages have affected some consumer trends in the space, suggests industry experts, with some

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leaning towards what they can get now rather than custom designs. “Due to the global supply chain crisis, customers are looking to see what is in stock instead of looking at designing a custom door that would require wait time,” Winterfield notes. Still, of course, she says a few trends have become the norm, such as smart door systems, which she adds that builders almost always include in their home specs these days. Hedley says smart door systems are increasing in popularity as the technology improves.

Photo courtesy of Stewart Door // MAYOverhead - JUNE 2022 9

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FEATURE STORY // GARAGE DOOR RENOS REMAIN ON THE UPSWING

Photo courtesy of Steel-Craft Door Products

Rennison suggests that in the challenge to meet demand, many manufacturers have de-emphasized focus on new designs and styles to focus on production and delivery. Even so, he and others point to several trends that remain popular with homeowners. DARK COLOURS AND MODERN DESIGNS Black and darker colours remain in vogue, as well as a more simple, contemporary design style. “We introduced the mid-century modern collection which has a 6” horizontal planklook rather than traditional embossed panel door,” says Hedley of his company’s offerings toward those trends. “Our modern-look, longer windows accent this door really well.” “We’ve also seen a spike in popularity with our charcoal-coloured door, he says, adding that, “New technology has allowed darker colours without the worry of warping in hot weather.”

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FEATURE STORY // GARAGE DOOR RENOS REMAIN ON THE UPSWING

Photo courtesy of Stewart Overhead Door

Increased use of glass remains popular, notes Rennison. “It’s still a rolling trend, but windows; the contemporary look where it runs (vertically) down one side, or just bigger windows.” It’s a trend he was seeing last year, but one that continues to grow, as well as flush panels and a wood-like appearance. Winterfield is seeing the same trends in demand from her company’s doors, although she says the wood look is becoming of less interest: “Black with vertical placement windows is still very popular, as well as flush doors with ranch windows, or any flush door with or without windows.”

COMFORT AND FUNCTIONALITY Of course, aesthetics is just part of the equation homeowners need to make when considering a garage door. Contractors have an important role in helping supply householders with the information they need to make smart decisions. While it’s not the largest renovation, a garage door also isn’t exactly a small ticket item, and it should be approached with due diligence. Garage door replacements, Hedley says, are rated number one for return on investment. “Customers want a low-maintenance door,” Hedley says. “Wood doors are all but obsolete and

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FEATURE STORY // GARAGE DOOR RENOS REMAIN ON THE UPSWING

Photo courtesy of Steel-Craft Door Products

a steel door with a woodgrain look has replaced them in popularity.” He says his company’s 25-year warranty on door finish eases customer worries, and his company has also seen an increase in sales of its side mount jackshaft operator, because it leaves more ceiling space.

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Everyone points to the value of having better R-values in the Canadian climate and amidst ever-climbing energy costs. Hedley points to Steel-Craft’s R-16 doors, available in various colours and designs.

Rennison echoes the statement. He says demand for higher R-value doors (like his company’s R18 XL and R18 Northland doors) continues to increase, as homeowners want more comfortable spaces, but also, he notes the cost difference between insulated and non-insulated doors is so minor, most builders and homeowners prefer an insulated door even where comfort isn’t a concern — for its rigidity and durability. Hedley suggests it’s important to consider quality and customer comfort. In the end, this is a win-win-win for homeowner, contractors, and suppliers, as happy homeowners lead to more projects and more sales. “We want contractors to understand that installing a high-quality door with a high insulation value makes for a happier customer,” he says. “We don’t necessarily want to sell more doors; we want to sell more of the right door.” —

Photo courtesy of Stewart Overhead Door 16

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FEATURE STORY // GARAGE DOOR RENOS REMAIN ON THE UPSWING

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EMPOWER YOUR BRAND WITH ENCHANTMENT 6 CHARACTERISTICS OF AN ENCHANTED BRAND Written by Jane Cavalier Lucas

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When people face a world that is too complex to understand, constantly changing in unexpected ways and unclear, they put up barriers of distrust and caution. This environment creates debilitating distress, and most people don’t have the tools or training to deal with it. This affects decision making and can lead to irrational choices driven by fear. Sound familiar? From the cancel culture to the mass resignation today, people are acting in ways never anticipated. In ancient times, people created myths to explain what they could not understand and the rise in conspiracy theories today is not much different. As people scramble to find ways of coping in the

VUCA (volatile, uncertain, complex, ambiguous) world, the Enchanted Brand offers a positive path (inspiring thinking that transcends reality) with tangible tools (the branded product/ service), so people activate to carve their own rewarding path forward. Enchanted brands are the next paradigm in branding to help organizations thrive in a VUCA world. These are brands that serve people rather than sell goods, and in doing so forge a strong, trusted partnership. Rather than tell people how to think and feel, these brands inspire new thinking by stimulating the imagination.

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Instead of prescribing, they open choices and empower people to create their own desires (out of enchantment). This personal, creative decision making is what makes an Enchanted Brand compelling. People are sparked to imagine something they desire - their own personal view of it. They lean in to buying the branded product as a way to pursue that dream, because the brand is part of the source code and linked to achieving it.

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On a foundational level, the Enchanted Brand possesses these six characteristics: 1.

Intention: Has a clear, relevant point to make. The Enchanted Brand has an emotional and practical outcome it aims to achieve in the life of everyone who touches it. It should inspire specific thinking and action, and help people overcome the challenges of a VUCA world. It should stand for an idea with a high level of

// BUILDING BETTER BUSINESS meaning. Chanel is an Enchanted Brand that wants you to experience the thrill of divine, feminine beauty so you can cultivate your own version of it. No matter what happens in the world or in your day, you can always have this gift in your life. 2.

Engaging: Must entertain and arouse curiosity. An Enchanted Brand is designed to make people “feel good” and stimulate new thinking.

If the brand doesn’t evoke positive feelings, it is not an Enchanted Brand. It also challenges people so they move into the imagination. This is what sparks curiosity – a strong desire to know or learn something. To that end, the brand presents something new or unfamiliar in an inviting way. The John Deer brand engages you in the fantasy of American farming, although you may have never set foot on a real working farm.

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Enriching: Stimulates the imagination and clarifies emotions. The Enchanted Brand seeks to open the aperture of life by opening the mind to new possibilities associated with positive emotions. Rather than fear something new, people gravitate embrace it. The brand enriches life like a great book, poem or TV show. Many people feel enriched by the level of creativity that the Apple brand makes possible for them.

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Authentic: Tethered to a compelling truth. Although Enchanted Brands are about fantasy, the fantasy has relevance because it is based in truth. Just like great comedy: you laugh, because it is so true! The truth can be found in many placed - in what people are facing or even in what the branded/product can actually do. A Range Rover can go offroad for 4,000 miles which might inspire someone to feel the rugged adventure of it all. This truth helps validate the fantasy.

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Aligned: Attuned to anxieties and aspirations of the real world. Historically, brands have sugar-coated the world and not recognized the real human difficulties at work. This is why many lose relevance. The Enchanted Brand maps to enduring human challenges by providing an antidote to specific anxieties associated with them. The Johnson & Johnson brand provides a profound level of trust, embedded in the mother-baby bond which is the essence of the brand, to alleviate the high anxiety presented by complex, risky health care solutions that require a leap of faith.

Enabling: Promote self-confidence and personal value. The Enchanted Brand is designed to create more personal agency in the world. The purpose of the brand is to counteract the disabling effects of the VUCA world and to strengthen the sense of personal power that is being overwhelmed. This is how the Navy Seal brand helps courageous warfighters persevere in extreme VUCA circumstances, as they are driven by high ideals that can never be compromised.

Imagine if just a small fraction of the hundreds of millions of dollars spent annually on brands in our culture was spent on creating Enchanted Brands rather than on brands that pollute, dilute or refute our personal identities. During this time of epic change where people face the de-humanizing effects of revolutionizing technologies in work, life and society every day, we need to strengthen what it means to be human. The Enchanted Brands bring in the power of art, ideas that touch people in deep ways and elevate them to a higher place. This mental power is what will will propel people to try and buy products, work hard, invest in the future and stay loyal. —

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THE SKY’S THE LIMIT ROOFING TRENDS FOR 2022

Written by Danila Di Croce

Photo courtesy of Building Products of Canada 28

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When the pandemic began and forced individuals to stay in their homes, the idea seemed unfathomable. Fast forward two years and many are not only okay with staying in their homes, but some actually prefer it. As such, consumers are investing more and more into their houses, and the roof is no exception. “As Canadians spend more time at home, they’re craving decor that exudes a sense of nature, tranquility and old-world charm, and this reality is extending to roofing as well,” explains Nathalie Lambert, marketing director for Building Products of Canada Corporation (BP Canada). “Trending roof colours are deeper and richer, inspired by stone, earth, sand, bark and the sea – all adaptable, timeless hues that enhance a home’s uniqueness while evoking a sense of calm and blending with the surrounding environment.” While consumers are considering curb appeal, they are also looking for products that will offer the best protection for their home. As Malcolm Orr, national accounts manager from IKO Roofing Ltd., explains, “As more severe weather events such as high winds, fierce storms and damaging hail are on the rise, consumers are being driven to evaluate

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Photo courtesy of Vicwest Building Products

FEATURE STORY // THE SKY’S THE LIMIT ROOFING TRENDS FOR 2022

products for their needs and are becoming more educated regarding performance products that are available in the marketplace.” As a result, metal roofing is becoming a preferred choice. “The pandemic has affected where people spend money; people are reinvesting in their homes and are planning to stay in their home longer, therefore, they are selecting products which will provide the greatest return on investment. This is where metal roofing comes in,” describes Paul Lobb president of Vicwest Building Products. “For example, a Vicwest metal roof has at least a 40-year lifespan and stands up to extreme weather; compare that to asphalt with 10-15 year life.” // MAY - JUNE 2022

Photo courtesy of Ideal Roofing Company

While some homeowners may not be sure about the look of a metal roof, today’s products, such as VicWest Building Products’ True Nature Metal Roof Tiles, are made to seamlessly blend into the suburban landscape. Furthermore, there are a multitude of colours to choose from. “With our longstanding partnership with Sherwin Williams, the colors of our roofing and siding collections set the trends for what homeowners are looking for in their project,” explains Lobb. “In fact, we have more than 1,700 different options when it comes to mixings colors and profiles, so it’s safe to say there’s a metal roof for everybody.” With higher resiliency, sustainability and a multitude of design choices, it’s no wonder metal roofing is a very attractive product to customers. However, with high demand, comes high prices. While companies have tried their best to manage challenges due to the pandemic, shortages of raw materials have been especially difficult. “Since 2021 was a difficult year for steel as there was a shortage, we were on allocation and the mills could not keep up,” states Patric SaintDenis, vice president of Sales at Ideal Roofing Company Limited Manufacturers. “Prices in 2021 went up by almost 50%.” 32

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FEATURE STORY // THE SKY’S THE LIMIT ROOFING TRENDS FOR 2022

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Photo courtesy of Ideal Roofing Company

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FEATURE STORY // THE SKY’S THE LIMIT ROOFING TRENDS FOR 2022

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FEATURE STORY // THE SKY’S THE LIMIT ROOFING TRENDS FOR 2022 Photos courtesy of Building Products of Canada

However, although costs may be higher, the products produced today are longer-lasting and protected. As Saint-Denis explains, “[Our] metal roofing have a 40 or 50 year transferable warranty.” Furthermore, when choosing metal roofing, consumers can recognize the positive contribution they are making to the environment. “Our metal roofing products,” continues Saint-Denis, “including our metal shingle Wakefield Bridge, Heritage Series, and Junior H-F, are made in part of recycled steel and are 100% recyclable.” Whether deciding to commit to metal or asphalt roofing, there are a few things one should consider

before making such an investment. For starters, regardless of trends, the roof definitely needs to match the character of the house. “A good rule of thumb is to stay true to the house’s overall style,” explains Lambert. “[At BP], you can try different options by using online tools such as BP Canada’s Visualizer, which allows you to virtually apply different roofing shingles to your house.” It’s also very important to do the job properly, even if that means outsourcing help. “[Hire] a reputable, dependable roofer who will install a manufacturer recommended roofing system that will protect the structure it is going on,” // MAY - JUNE 2022

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Photos courtesy of IKO Roofing Ltd.

FEATURE STORY // THE SKY’S THE LIMIT ROOFING TRENDS FOR 2022 suggests Orr. “IKO’s Proformax accessories includes these items: Ice and Water protection, synthetic underlayments, starter shingles, and capping shingles.” Moreover, it’s important to think about the type of weather your home endures. As Lambert explains, “[something] to consider is the type of climate you live in, and choosing the product best suited for it. For instance, in hail-prone areas, a shingle like BP Canada’s Vangard, with a UL-2218 class 4 Impact Resistance rating, which is the highest rating possible for asphalt shingles, will give you the extra protection you need.”

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FEATURE STORY // THE SKY’S THE LIMIT ROOFING TRENDS FOR 2022 Clearly, there is much to consider when investing in the roof of one’s home. As Lobb states, “I wouldn’t say it’s so much about budget as much as it is about making the right investment.” As such, it’s important to remember to review all options and to choose something that suits the uniqueness of one’s home. With the variety of today’s choices regarding durability, sustainability, and style, consumers can be rest assured that their roofing choices will be based on quality and assurance. —

Photo courtesy of IKO Roofing Ltd. 40

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