Contractor Advantage July / August 2018

JULY / AUGUST 2018

OUTSIDE OPPORTUNITIES CONCRETE PLANS TAKE IT OUTSIDE!

Columns Inside What’s Trending Product Platform Tech Talk Design Talk

CONTRACTOR ADVANTAGE JULY / AUGUST 2018

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CONTRACTOR ADVANTAGE

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 Publisher - Espress Labs Inc. Dan Alexander Managing Editor Teresa Christine Art Director Daniel Polsinelli Contributors Lawrence Cummer Melissa Campeau Teresa Christine

Advertising Inquiries Jennifer Mercieca Director of Communications Castle Building Centres Group Ltd. 905-564-3307 jmercieca@castle.ca

JULY / AUGUST 2018 Volume 23 Issue 4

Material Contact Maryam Bashir Marketing Coordinator Castle Building Centres Group Ltd. 905-564-3307 mbashir@castle.ca Published and designed exclusively for Castle Building Centres Group Ltd.

by Espress Labs Inc.

About Contractor Advantage

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Contributors

Lawrence Cummer

Melissa Campeau

Lawrence (“Law”) Cummer has more than 20 years of experience writing for trade periodicals, businesses and communications agencies. He writes on topics ranging from contracting and construction, to general business, to information technology, personal finance and occupational safety, and has been a frequent contributor to Contractor Advantage since 2009.

Melissa Campeau is a Toronto-based journalist who regularly contributes to such publications as Yardstick, the OUR HOMES series of magazines, Mortgage Journal, Financial Post and National Post. She lives in Toronto with her husband, seven-year-old son and two-year-old puppy.

Baldwin Tom Baldwin Tom is a management consultant, professional speaker, and author of 1+1=7: How Smart Leaders Make 7 Investments to Maximize Value. A medical school scientist, professor, leadership program developer, and founder of an award winning science and technology firm, he leverages his experiences

in those fields to provide insight and strategies to fit client needs. Baldwin is a Certified Management Consultant and served as the National Board Chair of the Institute of Management Consultants USA. For more information on Baldwin Tom, please visit www.geoddgroup.com.

Amber MacArthur Amber MacArthur started her career in San Francisco and Boston during the dot-com boom in the late 1990s.

As a strategist for Razorfish agency and Director of Marketing for an e-procurement software company, she spent four years in the technology start-up trenches.

MacArthur left the start-up world to join Microsoft to

Kate Zabriskie

build one of the first female-focused lifestyle portals.

In 2006, with her brother, she started her own agency called Konnekt. While building her own business brand as President of Konnekt, she has amassed more than 100,000 followers on Twitter, 450,000 fans on Facebook, 1.6M friends on Google+, and 10,000 followers on Instagram.

service strategies and train their people to live up Kate Zabriskie is the president of Business Training to what’s promised. For more information, visit Works, Inc., a Maryland-based talent development firm. www.businesstrainingworks.com.

She and her team help businesses establish customer

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Contributors

What’s Inside?

07 News & Notes

It's Your Brand: Make it Personal

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13 What's Trending

The Demand for Dialogue: Routine Employee Feedback is No Longer Optional

19 Building Better Business

1+1=7! Leveraging Intangibles for Business Wealth

Concrete Plans From fence posts to countertops: innovation and smart ideas for working with concrete.

35 Supplier Spotlight

Taiga Building Products Ltd. Canwel Building Materials Ltd.

47 Product Platform

Premium products from Castle Vendor Partners

63 Tech Talk

Digital Advertising: New Realities in 2018

77 Design Talk

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Take it Outside!

What's new and trending in outdoor paints and stains.

The Sure Side of Shiplap

On the Cover

66

Outside Opportunities Tap into the outdoor living trend.

Photo courtesy of Goodfellow Inc/Fiberon

Contents

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Roof Pros know it takes every advantage to be successful. That’s why so many choose IKO Cambridge® or Dynasty® shingles. They’re loaded with advantages that can help improve your bottom line. They go farther with fewer shingles than most competitors’ comparable products thanks to IKO’s True Square, which means three bundles equal 100 sq. ft. of coverage. And with a multitude of colours and our complete PRO4 accessory system, IKO has the tools you need to win more sales. So see for yourself why IKO isn’t just roofing, it’s roofing elevated.

To learn more call 1-855-IKO-ROOF (1-855-456-7663) or visit roofingelevated.com.

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News & Notes

It’s Your Brand: Make it Personal Written by Ken Jenkins Castle President

In our last blog, I presented how crucial it is to the customer experience that you build trust, and how trust is built through creating a more personal experience. Trust and the customer experience are intrinsically tied to your brand.

If you are like many small business owners, you don’t spend much time thinking about your brand image. That’s a terrible mistake. Many retailers convince themselves that their

News & Notes

customers know who they are and what they do. What else do customers need to know?

Here’s what I believe. What makes your business unique and more successful than your competition is your brand.

Branding is about the total experience. If that sounds familiar, it should. Brand is the result of a consistent customer experience; it’s about how you engage your customers so

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they clearly understand that you deliver more than simply products and services.

The old school concept of branding is often defined as a name, slogan, design, symbol, or any other feature that identifies one seller’s goods or services as distinct from those of other sellers.

But today, brand is not just a clever tagline or pleasing logo.

It’s what former advertising exec David Ogilvy called: “The intangible sum of a products’ attributes.”

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Your brand is your promise to your customers and what they should expect every time they visit your business. That brand promise can only be delivered from a position of trust. And, again, that trust is created by building a personal relationship.

Build a personal bond with your customer and they will develop a relationship of trust with your brand.

Over my career, I’ve had numerous discussions with retailers who’ve been in operation for decades and they state, matter-of-factly, that their customers know who they are and

News & Notes

what they do. That may be true, but do you want to be known just for what you do? Or, do you want to be known as the only place to go if customers need your products and services.

There’s a world of difference.

Last fall I experienced a completely new customer engagement approach that to this day has stuck with me. When leaving a local retailer, the door was opened for me by a young employee who politely asked, “Is there anything we could have done better for you today?” Wow!!! After processing the question, I replied, “No, but thank you for asking.” His

News & Notes

response: “Thank you for your business!” Make no mistake; your brand is you and your people!

Why Engage Your Customer and Create Expectations?

Consumers go out of their way for brands they trust. You want your customers to become your brand advocate because, as humans, we do business with people we like and trust.

And, people influence people.

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Doing business with those we trust is built into our DNA and part of our evolutionary process. We feel first and think second. This is supported by the fact that the emotional brain processes sensory information in one-fifth the time that it takes our cognitive brain to assimilate the same input.

Simply stated, all human decisions are made using both our hearts and our heads. Emotions, trust, love and hate play an integral part, and branding helps customers understand how they should feel when shopping at your establishment.

What is Your Brand?

Consider the following before you declare what your brand is: Why Do Your Customers Currently Do Business with You?

If you haven’t given any thought to your brand, your customers certainly have. Understand why they come to your store and what’s in it for them to shop there.

Who Are Your Customers?

You need to know your audience. Younger consumers expect different things out of a relationship than older consumers.

Understand the demographic (age, income, education) and psychographic (lifestyle choices) needs of your customer.

Then exceed those needs.

What Makes You Unique or Different from Your Competition?

Rethink and reinvent how you can bring your brand to life.

Elevate your customer’s experience, be disruptive in your thinking!

Don’t be Afraid to Stand for Something

Research suggests that consumers share their values through brands they associate with. They connect with brands that are meaningful to them and reflect what’s important in their lives. Ask yourself: am I important to my customer? If not, make yourself important!

Next Step Become obsessed about delivering your brand experience.

Look through the eyes of your trusted customers to better understand how you can make their experience the best it can be. Then exceed it.

The next step is to share your branding strategy with staff.

Empower your staff to leverage your brand so they can better serve the needs of your customers. Remember, your staff are often the first point of contact with your customers. Make sure they understand what your brand is and why it’s so important they deliver the same experience every time.

Store colour, logo, name and national affiliation pale in comparison to employees as brand advocates.

“INSIGHTS” Blog with Castle President Ken Jenkins Castle President Ken Jenkins has over twenty years in the Lumber, Building Materials and Hardware industry. His tenure has given him a unique perspective and he believes North American contractors, suppliers and independent dealers are the best in the industry.

His goal is to use his passion for the industry to share his insights with budding entrepreneurs in trade and manufacturing to become more entrepreneurial in spirit, more independent and more successful. Insights will help to attract bright new minds to this industry and guest writers will occasionally contribute to this blog, bringing their own unique perspective. You don’t want to miss an issue of Insights!

Subscribe to Insights online http://insights.castle.ca

News & /Notes 10 JULY AUGUST 2018

CONTRACTOR ADVANTAGE

News & Notes

LOOKS GOOD. WORKS HARDER.

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Contemporary Industrial Series

Therm-O-Dor Series

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THE DOOR WITH MORE. For a complete list of products and specs, visit Steel-Craft.ca CONTRACTOR ADVANTAGE JULY / AUGUST 2018

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ONE LUCKY WINNER WILL HAVE THE CHANCE TO CHOOSE THEIR FAVOURITE TOUGH TRUCK

PRIZE VALUED AT $40,000

In-Store Contest Opens May 1st, 2018 WHAT'S YOUR FAVOURITE TOUGH TRUCK? Pick up a ballot or entry code at a participating Castle Building Centres location and enter in-store or online from May 1st to August 1st, 2018. No Purchase Necessary. One prize available to be won.

Visit www.castle.ca/toughtrucks for a list of participating Castle locations.

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What's Trending

The Demand for Dialogue: Routine Employee Feedback is No Longer Optional Written by Kate Zabriskie

Not so long ago, most people in the workplace received feedback once-a-year during a performance review. An employee didn’t expect a development plan, a career track, or anyone to take an interest in his or her professional growth. That responsibility was often a solo activity. In fact, as recently as a couple of decades ago, there wasn’t a great deal of help on the road to career success, and most people didn’t complain.

It simply was what it was.

What's Trending

But times change, and norms evolve. The practice of oncea-year feedback is fast becoming an anachronism and as out of place in the modern company, as the fashions people once wore when holding those annual reviews.

The reason the average worker has evolved to expect a steady diet of attention and conversation is debatable and perhaps worth scholarly inquiry. In the meantime, however, a demand for dialogue exists and must be answered.

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Reliable Castle 1 2 Page Ad.indd 1

So, why should managers take action, what does it take to establish and maintain an ongoing give-and-take, and how can managers balance the constant conversation with their own workplace responsibilities?

Why Bother to Give Regular Feedback For some, accepting the new reality means moving past the fact that they came along when life was hard. Sorry, it’s time to get with the times, and get over it. Practices have evolved.

If you don’t expect employees to accomplish their work with a typewriter and rotary-dial desk phone, then it shouldn’t be too hard to figure out that in addition to advances in technology, management practices have also improved.

First-class organizations have career paths, they invest in employee development, and their managers engage in regular dialogue with their direct reports. Bottom line: If you want a top-notch worker, you better start acting like you know what to do with one.

How to Establish and Maintain a Dialogue Once you’ve bought into the notion that routine conversation is a must, the next step is knowing how to guide interactions.

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2018-05-08 3:05 PM

Take an Interest

Very little builds engagement as well as a manager who seems to genuinely care for people, promotes their success, and has the ability to develop them. This is not an annual affair. Rather, you’ve got to have a range of formal and informal conversations throughout the year. To get started, ask questions, and pay attention to the answers.

• “What are you working on that’s exciting to you?”

• “What aspects of your job do you enjoy the most?”

• “If you could eliminate parts of your work, what would you stop doing?”

• “What used to be interesting to you that’s now become

mundane or boring?”

• “If you could try something professionally with limited chance of failure, what risks would you take?”

• “Tell me a little about what first attracted you to this organization. Has anything changed about how you feel about your work here?”

• “How do you feel about our interactions? Do I give your development the right amount of attention, and do you receive the right amount of feedback?”

What's Trending

There is no limit to the questions you could ask. The key is showing a sincere interest in the answers, withholding judgement about what you’re told, and taking action when you can.

Be Observant

As a manager, your job is to focus on the work that gets done and how it gets done. When you pay attention and are specific with your feedback, you show you’ve spent time to

What's Trending

notice what’s working and where opportunities exist.

In other words, it’s important to communicate to people they matter to you.

• “Tim, I thought the graphics you used on those PowerPoint slides were very strong. You chose the unexpected, stayed away from heavy text, and did something a little different than what we are used to seeing. I think your approach answered the challenge Roger gave us to think outside the box.”

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• “Gina, I’d like to talk with you about the report submitted this morning. Specifically, I want to discuss the proofreading process you’re following. I noticed a few errors, and I want to see if there is a way we can reduce the mistakes.

If we could increase the accuracy of the reporting, I think we would improve our department’s credibility.

Is now a good time for you, or should I schedule something for this afternoon?”

Finding the Time for Planned Dialogue

There is no clock fairy or magic solution to time management and fitting feedback and development conversations into a regular workload. It’s an effort that requires discipline.

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To ensure planned dialogue happens, you need to put formal meetings on a calendar, schedule them at regular intervals, show up on time, and put the smartphone away.

The Payoff

While increased levels of informal feedback and scheduled conversation can seem overwhelming at first, the more often a manager engages, the easier it is, the franker the discussions become, and the greater the understanding between the employee and the manager grows.

With whom should you be having conversations?

What's Trending

SELL THE BRAND THAT HELPS YOU SELL! Selling roofing is tough business. So why not make your life easier by selling the brand that helps you sell: GAF.

With consumer-preferred products like Timberline® Shingles, the #1-selling shingles in North America. And our exclusive collection of value-priced Lifetime Designer Shingles.* Not to mention a Lifetime Roofing System ltd. warranty that is automatically included for any qualifying roof* .

We’re committed to bringing you the tools you need to build your business while taking the hassles out of selling roofing.

To learn more, visit gaf.ca.

*See GAF Shingle & Accessory Ltd. Warranty for complete coverage and restrictions. The word “Lifetime” refers to the length of coverage provided by the GAF Shingle & Accessory Ltd. Warranty and means as long as the original individual owner(s) of a single-family detached residence [or the second owner(s) in certain circumstances] owns the property where the shingles and accessories are installed. For owners/ structures not meeting the above criteria, Lifetime coverage is not applicable. Lifetime ltd. warranty on accessories requires the use of at least three qualifying GAF accessories and the use of Lifetime Shingles.

©2017 GAF 5/17 CONTRACTOR ADVANTAGE JULY / AUGUST 2018

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THE NEW CASTLE.CA DISCOVER. LEARN. CREATE. TURN YOUR HOME IMPROVEMENT IDEAS INTO REALITY!

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CONTRACTOR ADVANTAGE

From DIY to professional, the new castle.ca has everything you need to get started on your home improvement projects.

Find your local Castle Building Centres location and check out the latest and greatest products they have to offer.

The new castle.ca is set to launch in Summer 2018. Visitors to the site will enjoy a comprehensive product section and a variety of how-to videos straight from the manufacturer. The resource library will be complete with installation guides and instructional videos so you can get started on your home improvement projects right away!

Building Better Business

1+1=7!

Leveraging Intangibles for Business Wealth Written by Baldwin Tom

Every day, businesses lose money by not understanding or leveraging their investments. When one considers the financials of organizations, it is clear that a significant portion of those investments are not captured in financial statements.

Why? Because these are the people-side or soft-side intangible investments the accounting industry has yet to document.

This may be a reason one views these same intangibles as not of significant value.

But your intangible investments can be just as valuable as those that appear on your quarterly report.

Building Better Businesses

The Magnificent 7 There are seven capital investments available to every organization. Two are strictly on the task or tangible work side and five are focused on people and what they produce. This means that five of the seven, or 71%, of all capital investments are on the people, or the soft (intangible) side of the equation.

Not surprisingly, there is hidden wealth and power buried in these people-side investments. When people work together, such as in teams, there is powerful leveraging such that 1+1 is no longer 2, but is more like 1+1=7.

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As a simple means to frame the seven investments, all work and efforts can be separated into two components – Task side and People side. The Task side encompasses tangibles such as hard issues and assets, work to be done, things, structures and fixtures. The People side is comprised of the intangibles like soft issues and assets, those who do the work, interactions, teamwork, culture and norms.

Task Side (Tangibles)

Physical Investments

Physical capital is represented in fixed materials needed for products and services. This includes tangible machinery, buildings, equipment, computers, together with land and labor. The benefit of timely investments here is so the enterprise remains competitive. Importantly, a commensurate investment on the people side —either in human, relationship, and/or customer capital – is necessary to maximize ROI.

People Side (Intangibles)

Financial Investments

Financial capital is the monetary currency used to run the business by purchasing materials/resources and investing in people to facilitate its success. There is little mystery here. Financial capital is one of two currencies of exchange between people who do the work and the work they do.

The other currency of exchange on the intangible side is spiritual capital.

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Human Investments

Investing in human capital is an easy one. Just as with physical capital investments, without upgrades, technology becomes slow and/or obsolete. It is the same with people; you need continuous upgrades. Training, coaching, education, mentoring, and internships are obvious ways to increase people’s value. Importantly, the value of this investment spreads through-

Building Better Businesses

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out an enterprise—in organizational capital (patents, processes, procedures), physical capital (innovative products and services), spiritual capital (morale, work satisfaction), and relationship capital (teamwork, customer relations).

Relationship Investments

One of the most valuable assets in an organization is relationships. Value is derived from this investment daily from leveraging people’s interactions. It’s about power and influence.

The network of relationships (people inside and outside the organization) that interact with a business represents a significant resource. Building relationship capital delivers a host of ROI benefits resulting from a higher level of trust in products, sales, customer retention, and even resolving disagreements. The multiplier for ROI may appear small, but secondary impact and synergies of relationships can be huge.

Building Better Businesses

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Spiritual Investments

Spiritual capital in a business is derived from the values created by an organization’s leadership. With a great deal of spiritual capital, there is ethical decision-making built into a value-based culture where the goal is less shareholder gain and more gain for customers and stakeholders. The culture engendered energizes and enriches the human spirit, fostering social connectedness and personal satisfaction. It spurs people to go the extra mile. It is about ethical leadership and how people are treated. It is about consistency in leadership, i.e., no surprises. Such investments include a conscious effort to build a family culture that honors and supports each other.

Customer Investments

Customer capital is the relationship value a business builds with its customers. This goes beyond customer loyalty and

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includes customer feedback to the business, and partnering with the customer to produce new products and services.

Value also manifests in the form of referrals and great press about the business from customers. Every executive recognizes the importance of paying attention to the customer. But just being nice (sending holiday cards or gifts) is only a beginning when it comes to enhancing ROI. Making efforts to partner with the customer is the ideal investment.

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Organizational Investments

Organizational capital represents the value of an enterprise derived from mostly intangible assets such as processes, procedures, systems, patents, trade secrets, reputation, brand and intellectual property. Organizational investment is a most important investment leaders can make because this is where the memory of the enterprise resides. Building, investing in, and maintaining one’s brand and reputation and

Building Better Businesses

offering. Please contact your local Castle dealer for details.

protecting intellectual property (trade secrets, patents, processes, and procedures) are critical to sustaining the enterprise. This is where one protects the knowledge, skills, and expertise from being lost when talented people depart from the organization.

Intangibles Control Business Success As a means to discern which of the Magnificent 7 investments were most critical in a merger or acquisition, the corporate, healthcare, and the accounting industries were studied. In nearly every merger, success or failure was predicated on alignment or misalignment of culture between the merging entities.

Culture in the Magnificent 7 schema is established within the collective investments of Human, Relationship, and Spiritual capitals. These people-side intangible investments reinforce the notion that soft-side investments have significant impact in generating success or failure in a business.

How do you discover and leverage hidden wealth in your organization? Here are the steps:

Building Better Businesses

• Inventory your investments: Identify the investment areas you are focused on.

• Pair investments: Match any task side investment with a people side one. Thus, if you invest in new technology, be sure to invest in training for personnel.

• Set goals for each investment: Determine goals and completion dates for each investment.

• Determine where you are now: Track the success of reaching investment goals.

• Monitor progress toward goals: Evaluate the investments and how you are doing in achieving goals. Make corrections or change course as needed.

• Celebrate success: Reinforce success to encourage new efforts.

• Repeat steps 1-6.

There is no doubt that judicious investing on the people side components when paired with task side investments yields significant ROI. Leveraging the intangibles accentuates power, creativity, innovation and thereby new products, services, and thus value generation and wealth in organizations!

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CONCRETE PLANS

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Feature Story: Concrete Plans

From fence posts to countertops: Innovation and smart ideas for working with concrete.

Written by Melissa Campeau

Photo courtesy of Instone

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In the world of design, concrete is having a bit of a moment right now. While its cool, industrial aesthetic is gaining traction, it also remains an incredibly practical, fundamental part of most construction projects.

With those two points in mind, we spoke to leaders in the industry to see what’s new and what’s trending, when it comes to concrete.

Help with Meeting—and Exceeding—Building Codes With regularly changing codes to adhere to, many builders are finding that getting a basement or foundation into the ground so they can start the abovegrade work isn't as simple and straightforward as it used to be. It will come as good news, then, that over the past five years insulated concrete form (ICF) systems have been significantly enhanced. “If it’s been a while since you thought about building your basements and foundations with ICFs, now might just be the time to take a new look at them and learn how these high-perfor-

mance foundations can not only add value to your business model, but also solve many construction problems,” says Andy Lennox, Vice President, Marketing Solutions, Logix ICF Ltd. For one thing, says Lennox, homebuilders can offer customers high-performance ICF foundations as part of their home packages. “And on the production side of the equation, these ICF foundations have been increasing the production efficiency and overall profitability for many builders, while also getting them ready to meet and even exceed the new and ever-evolving building codes,” says Lennox.

"ICFs accomplish six construction steps in one, and these efficiencies provide significant savings in time and money," says Lennox. These efficiencies reduce construction time and labour costs, too.

The ICF systems include thick foam panels for continuous insulation on the inside and outside of basement walls. The concrete core is typically steel-reinforced for added strength as well as long-term crack control and

prevention. In addition, the outer foam layer acts as a cushion, protecting the concrete core from the pressures of cyclical frost heaving. And finally, waterproofing membranes keep out all the moisture and water that’s in the ground, leaving the basement dry and comfortable.

Innovation: Making Building Projects Easier “In terms of product innovation, King the Sakrete People have developed Sakrete mason-craft as a Type O Mortar available in a 2 KG pail,” says Jane Macpherson, Ontario Sales Manager, King Packaged Materials Company. “This advancement affords contractors and homeowners the availability, convenience and ease-ofuse of a repointing mortar in a small container.” The product is ideal for repointing mortar joints between bricks or blocks, indoors or outdoors, on any masonry application where low strength and superior workability is required.

Photo courtesy of King Packaged Materials

Photo courtesy of Logix ICF Ltd. 26

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Feature Story: Concrete Plans

Colour

INSPIRATION Add some colour to your life and be inspired with Castlegard indoor and outdoor paints and stains.

Castlegard products can be found exclusively at your local Castle Building Centres location.

For Castle locations go to castle.ca CONTRACTOR ADVANTAGE JULY / AUGUST 2018

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Another innovation worth noting is a fast-setting concrete mix from Quikrete, ideal for creating fence posts.

“With this particular product you can pour the mix into the hole and then just add water, without having to mix it beforehand,” says Randy Stone, Regional Sales Manager, Quikrete Companies.

He adds, “That can mean a lot of time and effort saved on both preparation and clean up.” The mix is ready to use

in four hours, as well, making it even easier to use.

Quick-setting capability is a key feature of Sika Canada’s Sika PowerSet, too. “This is a rapid setting, easy-to-use concrete repair product for cracks and spalls in concrete and stucco surfaces,” says Andrew Mulloch, Technical Sales Representative, Residential Construction Sika Canada Inc. Designed with exterior and interior concrete repairs

in mind, it’s dispensed with the aid of a regular caulking gun and then worked into the damaged area with a standard putty knife or trowel, providing a smooth durable finish within minutes.

“Contractors will find this product attractive because it’s easy to use and provides great results in a matter of minutes,” says Mulloch.

Photo courtesy of Quikrete

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CONTRACTOR ADVANTAGE

Feature Story: Concrete Plans

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Task Tools is celebrating 50 years of success in 2018!

For over 50 years Task Tools has focused on manufacturing professional quality, ultra durable tools for the North American building market. Please join us in celebrating 50 years – we couldn’t have done it without you.

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CONTRACTOR ADVANTAGE JULY / AUGUST 2018

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Photo courtesy of Sika Canada Inc.

Photo courtesy of Sika Canada Inc.

Photo courtesy of Quickcrete

Concrete Countertops in High Demand When it comes to interior design, countertops made of concrete is increasingly popular in more modern kitchens.

Sakrete Countertop Magic allows contractors to construct cast-in-place or precast concrete countertops by adding the product to a bag of concrete mix.

“This product’s excellent workability and customizable finish make it ideal for kitchens, washrooms or outdoor entertaining areas,” says Macpherson. She

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CONTRACTOR ADVANTAGE

adds, “Some customers like the light grey colour while others get creative and tint the mix with colourants and pigments.”

“Concrete countertops are gaining quite a bit of popularity,” says Stone, adding that Quikrete Concrete Countertops offer an easy-to-use solution for contractors. “All it requires is a quick mix of the product and then you pour it into a mold.” He adds, “When you pop it out you’ve got a really nice looking countertop.”

The UN-Concrete As far as concrete products go, one company is gaining traction in the field without actually using any concrete.

Instone makes a product called Hourwall UrbanConcrete that looks identical to concrete but is made with polyurethane panels, hand finished and available in four colours. “The industrial concrete look is red hot in design, right now, but concrete is inherently really heavy,” explains Jason Duniec, Business Development, Instone. He adds,

Feature Story: Concrete Plans

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“Our panels end up being less than 1 lb. per square foot and they’re screwed, glued or nailed to the wall making them extremely easy to install."

“Another reason we’re seeing significant growth with our UrbanConcrete— which isn’t concrete at all—is that everyone is looking for R Value and thermal insulation and acoustics,” says Duniec. “Concrete has practically

zero R Value and even less acoustical insulation. With our product you get an R-value of close to 5 and great sound absorption, as well.”

Another selling point for the product: the cost of installation. “We see a similar look installed with concrete for about $100 per square foot,” says Duniec.

“With our product it’s usually less than $20 per squire foot.”

Making the Most of New Products Whether you’re a contractor tapping into consumers’ interior design needs, or you’re busy building fundamental structures like foundations and fence posts, there’s a world of new products and innovation designed to make your next job easier, faster and more successful.

Photos courtesy of Instone

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Feature Story: Concrete Plans

Introducing a Unique Innovation: INSULSHEATHING panel

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• DOES NOT REQUIRE ADDITIONAL BRACING; one-step installation saving time and cost.

• INTEGRATED AIR-BARRIER; no additional housewrap required saving material costs.

• LIGHTWEIGHT AND EASY TO INSTALL; allows for fast installation saving time and cost.

FOR OVER 100 YEARS

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TRUST US, YOU’LL BE OKAY WITHOUT IT.

YOU NEED DEDICATION AND HARD WORK, NOT LUCK. PINNACLE Solid Colour Series guarantees durability and beauty for your design.

The enduring Sherwin Williams coating features an industry leading finish warranty of 30 years, including a 15 year labour component, alongside the 50 Year Limited Allura Warranty.

COMPOSITE DECKING • ENGINEERED WOOD • FLOORING • INSULATION • LUMBER • PANELS • ROOFING • MOULDINGS • SIDING • TREATED LUMBER

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taigabuilding.com

Supplier Spotlight Photo courtesy of Taiga Building Products.

Taiga Building Products High performance durability with rock star good looks.

There are countless surfaces you could recommend for your customer’s deck. However, there’s only one TREX composite decking. Proven time and time again, TREX continues to lead the industry in durability, design flexibility and comfort. Plus, when you add to the list, ease of installation and a 25 year warranty, recommending TREX makes an even more comfortable sell.

Yet somehow the best part of this summer decision is that TREX is distributed exclusively by Taiga Building Products.

Your commercial or residential projects will surely have

Supplier Spotlight

added value when they use TREX, but with Taiga’s reputation for on-time product delivery and exceptional service each project built should leave enough time to enjoy the best part of summer. The deck. It’s no wonder that TREX is how outdoor living should feel.

Taiga Building Products Whatever it takes.

Explore more at taigabuilding.com

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We Can Help With Your Next Outdoor Project

COMPOSITE DECKING

Grab-n-go Welded Panel Aluminum Picket Railing

Brave the Elements

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MoistureShield® is the only decking that can be installed on the ground, in the ground, or even COOLDECK TECHNOLOGY under water, without voiding the lifetime warranty. Don’t worry about the elements …

MoistureShield is protected to the core.

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Panel size: 72” x 42” Ultra-easy installation Fully code compliant for single and multifamily applications Includes support leg Pickets are welded not riveted

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Your search for that reliable, go-to product is over

NEW PROFILE

Fusion Stone is a top-quality, fast and profitable way to beautifully upgrade any project. Available in 3 textures and multiple colours, all with a Lifetime Guarantee, Fusion Stone can be installed on practically any surface.

For great project ideas and tips visit fusionstone.ca

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Visit our catalogue for more information 36

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ENGINEERED CONTRACTOR ADVANTAGE

www.canwel.com

WOOD | SIDING & TRIM | DECKING & RAILING | INSULATION & WRAP | INTERIOR FINISHING

Supplier Spotlight

CanWel Building Materials Group Ltd. Founded in 1989 and headquartered in Vancouver, British Columbia, CanWel is Canada’s only fully integrated national distributor in the building materials and related products sector. CanWel’s goal is to deliver value and service that exceeds their clients’ expectations.

CanWel operates 16 distribution centres coast to coast in all major Canadian cities and strategic locations, as well as 2 in California and 14 in Hawaii. In addition to running multiple treating and planing facilities in North America, CanWel operates a vertically-integrated forest products company based in Western Canada called CanWel Fibre. CanWel Fibre owns approximately 136,000 acres of private timberlands, strategic Crown licenses and tenures, log harvesting and trucking operations, several post and pole peeling facilities, and two pressure-treated specialty wood production plants.

CanWel has continued to successfully pursue their development strategy in the manufacture of treated Supplier Spotlight

wood products and is now Canada’s largest producer of residential treated wood products, and agricultural posts. Their joint focus on Allied products in key categories such as siding, roofing, insulation, engineered wood products and outdoor living positions CanWel as a perfect single source supplier partner for their dealers.

Investments in professional sales training, customer service training, additions to their Building Solutions design support team, and infrastructure upgrades have ensured a personalized service experience that is second to none. Speaking of infrastructure, CanWel is leading the industry again with a new state-of-theart distribution facility in Acton, ON. Opening late spring 2018, the new location sits on 18 rail-serviced acres, featuring over 140,000 square feet of warehouse space.

Explore more at www.canwel.com CONTRACTOR ADVANTAGE JULY / AUGUST 2018

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TAKE IT OUTSIDE!

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Feature Story: Take it Outside!

What's new and trending in outdoor paints and stains.

Written by Melissa Campeau

Photo courtesy of Rust-Oleum

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When the mercury rises, so does the number of outdoor projects on the go.

Plenty of those yard, deck and dock renovations will need paints and stains to help them look their best, so we’ve talked to industry experts to find out what’s new, what trending and what you need to know.

Colour: Pale, Dark and Everything in Between Reflecting indoor design trends, the lighter shades of Scandanavian style are starting to show up in outdoor design, as well. For 2018, PARA launched the Serenity Palette, a range of colours that suggest a pared-down and peaceful space, including the shades Glam-

our, Malachite and White Design.

“Glamour is a delicate, minimalistic tone with lavender notes,” says Garry Belfall, Brand Manager, Consumer Brands Group, Sherwin Williams. He adds, “Malachite is a slate stone colour with nature-balanced textures and White Design is a fresh white that is perfect for trim.” Set against a minimalist outdoor room design, the colours help create an outdoor Zen-like retreat.

“Wood stain, too, is now drawing from the influence of Scandinavian design,” says Pierre Leduc, Brand Manager, Consumer Brands Group. He points out that among the Minwax Wood Finish offerings—oil-based wood stain offering long-lasting wood tone colour—Pick-

led Oak and Dark Walnut shades are popular and pair well with the Serenity Palette line.

At the other end of the scale, there’s also a move towards injecting more colour and playfulness into outdoor spaces. To meet that need, Krylon launched the Tiffany Pratt Colour Collection—a line of indoor/outdoor paint, presented in groups of four for each season. “Her line is all about creating high design, but keeping costs low,” says Kaleigh McKinnon, Associate Brand Manager, Consumer Brands Group. She adds, “It’s also about how to bring trending colours for each season into your home in easy and affordable ways.”

Photo courtesy of PARA Photo courtesy of Krylon

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Feature Story: Take it Outside!

Outstanding Quality with Beautiful Results!

“For years, I’ve been using PARA on my shows and in my own home because the colour options and finish are fantastic. As a contractor, I know I can complete my jobs right the first time with PARA paints, which is why I’m really excited to represent the PARA brand.”

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Look for us online at PARA.com, on Facebook, Instagram, Twitter and Pinterest @PARApaints

CONTRACTOR ADVANTAGE JULY / AUGUST 2018

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Photo courtesy of Rust-Oleum

Protect and Beautify Wooden surfaces are beautiful, but they can look weathered without proper care. “Most older decks are typically worn out on the horizontal surfaces due to higher traffic and sun and rain exposure while the structure remains intact,” says Louisa Wong, Brand Manager, Craft Outdoor Deck & Concrete with Rust-Oleum Consumer Brands Canada. “While we have a

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complete line of different types of coatings, our Restore 10X is unique,” says Wong. “The idea behind Restore is that instead of having to replace a new deck, which can be very costly, consumers now have an option to coat the deck and extend its life.” The product provides a durable, low-maintenance coating formulated to resurface most wooden and composite decks, providing protection against moisture and the sun. Be-

cause it’s 10 times thicker than most coatings, it fills cracks, locks down splinters and hides imperfections. The result, says Wong, is a finished surface that’s free of cracks and exposed splinters, and often looks better than new.

For lighter repairs, there’s Restore 4x.

It’s a water-based formula designed to beautify and protect old, previously coated wood, bare wood, broom swept concrete and most synthetic decking.

Feature Story: Take it Outside!

CASTLE PUBLICATIONS DIGITAL IS HERE! Check it out at contractoradvantage.ca Everything you love about Contractor Advantage, IDEAS and Rough Construction is now available online. The new digital publications platform features all new and existing content in a high-end visual presentation.

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Photo courtesy of Minwax

And to get things started, the line includes a priming product—Restore Deck Start Wood Primer—that simplifies preparation by eliminating the need for stripping and sanding. Contractors just need to clean the surface and apply one coat of the primer 30 minutes later. After that, the deck is ready to be coated with any solid colour coating.

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Rust Resistance For many homeowners, low-maintenance is the name of the game when it comes to outdoor projects, and contractors are seeing their clients request products that last longer and require less maintenance.

Applying finishes to wood surfaces to help resist the elements is a smart step to preventing more work, down the

road. Applying a protective coat—like Minwax Helmsman Spar Urethane, for example—can substantially extend the life of wood surfaces. “It contains UV blockers to reduce the sun’s graying and fading effects, it forms a protective barrier against rain and moisture, and its oils allow the finish to expand and contract with the wood as seasons and temperatures change,” says Leduc.

Feature Story: Take it Outside!

Paint products can provide a layer of protection, too. “Krylon Outdoor provides rust protection, along with a chip resistant, durable finish that will withstand harsh weather conditions that Mother Nature will bring,” says McKinnon. She adds that the product can be used to paint any number of surfaces, including wood, plastic, metal, brick and terracotta. It’s ready for rain just one hour after application, too; a handy feature for less-than-perfect weather days. It’s also resistant to fading, cracking and peeling. And spray-any-way application makes the job fast and easy.

Extending the Work Season For projects planned into the fall, PARA’s Ultra Low Temp Exterior Paint helps extend the season for outdoor painting. The 100% acrylic high-performance coating, specially formulated for exterior applications, can be used on outdoor surface temperatures as low

as 2°C. “This product is ideally suited for bare or properly prepared previously painted wood, vinyl or prefinished metal siding for a smooth semi-gloss finish,” says Belfall.

The water-based paint and primer in one makes jobs quicker and reduces clean up. The 100% acrylic formula means better resistance against weather exposure, mildew formation, fading, peeling and blistering. It’s also got great hiding power, strong adhesion properties and dries quickly with a low odour.

It’s All in the Prep A successful paint job, of course, relies a lot on the prep work, and having the right tools for the job. To help with that, Purdy’s new line of premium and contractor tools, developed in cooperation with paint professionals, includes scrapers, putty and joint knives, as well as multifunction implements such as a 10 in-1 folding multi-tool.

New products include three multifunction tools: a 6 in 1 tool, 8 in 1 and 10 in 1. There are also putty and joint knives with flexible or rigid blades ranging in size from 3.75 cm (1 ½ inches) to 15 cm (6 inches).

“These tools are versatile, ideal for scraping chipped or peeling paint, correcting surface imperfections and plugging holes or cracks,” says Leduc. “They can also be used to clean paint rollers, open paint tins, insert or remove nails and screws and even open a drink bottle.”

Ready to Take it Outside Whether the plan is to stain a deck, re-imagine patio furniture or paint a fence, there’s a product out there to help make it happen. With so many new and enhanced paints, tools and stains on the market, helping homeowners create stylish, durable and inviting outdoor spaces has never been easier.

• Windows & doors for residential, retail outlets, daycare centers, churches, and hotels.

• ENERGY STAR qualified with excellent Energy Ratings.

• Exceptional service and dependable warranty.

• Providing high-quality window and door products since 1983.

• CHBA-NL 2017 Berg Awards Supplier of the Year.

Ask about our internal mini-blinds!

(800) 563-8887 www.kentonl.ca

Feature Story: Take it Outside!

CONTRACTOR ADVANTAGE JULY / AUGUST 2018

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Product Platform

PRODUCT PLATFORM

Latest & Greatest Products Available at Local Castle Building Centres

Extira®

by Jeld-Wen Extira® is a revolutionary, exterior grade, treated wood composite panel that provides a combination of moisture, rot and termite resistance not possible with MDF, plywood and wood.

Extira panels may look like MDF, but they don’t perform like it. Different ingredients and a patented and proprietary manufacturing process lead to a superior performance.

Photo courtesy of Jeld-Wen

Extira is easy to work with; can be carved, routed and machined. Twice as strong as MDF, Extira is made to be used outside. Extira panels are backed by a 10-year limited warranty. It offers high performance with low maintenance in a wide range of non-structural, paint-grade applications.

Extira won’t check, split or crack and cuts consistently due to uniform product density.

Extira panels are available in thicknesses; ½”, 5/8”, ¾”, 1” and 1 ¼” in 4’ x 8’, 2’ x 16’ and 4’ x 16’ size panels. More information about Extira is available online at www.extira.com Extira panels and MiraTEC Treated Exterior Composite trim are made using the same patented TEC™ process, which combines the eye-catching beauty with the long-lasting performance of an engineered product. Both products are now proudly distributed by Nicholson and Cates Limited.

Explore more at niccates.com

Product Platform

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47

JELD-WEN . Vinyl’s Versatility Versatility, beauty, and efficiency… JELD-WEN architectural vinyl windows can do it all. Built to withstand the heat of the hot summer sun as well as the cold winter wind, JELD-WEN’s award winning vinyl windows are durable and efficient, as well as beautiful. Choose from a rich palette of architecturally inspired colours, customizable grille patterns, as well as our wide and classically

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Windows and Doors

JULY / AUGUST 2018

Manufacturer of the Year Windows and Doors

CONTRACTOR ADVANTAGE

2018

Manufacturer of the Year

2017

2016

inspired brickmoulds and trims - all built to transform your home.

Manufacturer of the Year Windows and Doors

Three glass panes separated by two sealed airspaces - providing improved insulation.

Ask your local Castle dealer about the full range of JELD-WEN products.

Choose from over 40 standard and optional exterior colours.

Product Platform Photo courtesy of Jeld-Wen

MiraTEC®

by Jeld-Wen MiraTEC® trim provides the perfect accent to any exterior cladding – cement fiber, vinyl, brick, OSB, hardboard, wood or stucco. You have the option of a smooth side and a textured side for maximum versatility. It’s factory primed with a mildew-resistant primer on four sides for easy painting.

Photo courtesy of Jeld-Wen

Product Platform

MiraTEC trim presents wonderful possibilities for decorative trim, gables, corners, fascia, windows, doors, column wraps, and other non-structural architectural elements. By combining beauty with the best in technology and performance, MiraTEC trim helps you achieve a distinctive look for the long term.

MiraTEC exterior trim is an environmentally friendly wood composite product that combines the eye-catching beauty of wood with the long-lasting performance of an engineered product. Because it is not hardboard, MiraTEC trim will not delaminate and it is moisture, rot and termite resistant, making it suitable for a wide range of climates. MiraTEC products are backed by a 50-year limited warranty. MiraTEC trim is building code rated (14015-L from the CCMC).

MiraTEC trim is available in multiple thicknesses; 5/8”, ¾”, 1” and 1 ¼”, a variety of widths from 2” – 15-1/4”, all in 16’ lengths.

To learn more about MiraTEC®, please visit miratectrim.com

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Colour

INSPIRATION Add some colour to your life and be inspired with Castlegard indoor and outdoor paints and stains.

Castlegard products can be found exclusively at your local Castle Building Centres location.

For Castle locations go to castle.ca

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Product Platform COMPOSITE DECKING

PROVEN TO THE CORE …

AVAILABLE WITH

Plus more.

COOLDECK

Our durable composite decks outperform and outclass run-of-the-mill composites, maintenanceheavy wood or plastic-like PVC decks. This innovative vision is why in our long history, we’ve never had a field failure. And it’s why we proudly stand behind the best warranty in the industry.

+ MORE INNOVATION We continue to push the boundaries, with technological advances like our CoolDeck® technology, which minimizes heat absorption and optimizes heat reflection for a more comfortable deck.

What separates us from the rest?

Reduces heat absorption up to 35% compared to conventional capped composites.

+ THE CORE DIFFERENCE MoistureShield® is the only WPC decking product that can be installed on or in the ground or even underwater without voiding the warranty. The only one. + MORE PROTECTION We offer the industry’s best warranty.

MoistureShield is designed to last a lifetime. Every board is protected from warping, cupping, and twisting. Best in class expansion and contraction at 1/8” on a 20’ board. + MORE ENVIRONMENTAL Our composite decking products are made from 95% recycled content, which can help you earn credit in LEED® green building rating programs.

Product Platform

TECHNOLOGY

For project ideas, visit www.moistureshield.com

distributed by:

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Recommended by Jim Caruk, Master Contractor, HGTV Host and Editor-in-Chief of Renovation Contractor Magazine

DO-IT-YOURSELF AND SAVE UP TO 20% ON HEATING & COOLING COSTS* The Owens Corning™ AttiCat® Expanding Blown-In Insulation System is a quick, easy, safe and reliable system to help you take control of your home’s comfort and energy usage.

Quick & Easy: Complete in as little as 2 hours† Virtually No Settling: Keeps its energy saving R-value over time Virtually No Mess: Releases and expands inside machine for low dust

THE PINK PANTHER™ & © 1964-2017 Metro-Goldwyn-Mayer Studios Inc. All Rights Reserved. The colour PINK is a registered trademark of Owens Corning. © 2017 Owens Corning. All Rights Reserved. *Up to 20% heating and cooling savings based on Hot 2000, Version 8.7 run for a 2 storey 1972 type base house with 1149 sf per floor for an increase from R-8 to R-40 in the attic in Canadian climates. Savings vary depending on original amount of insulation in your home, climate, house size, air leaks, and personal energy use and living habits. †Blowing time, based on attic size 100m2/1000 ft2 at RSI 8.8/R-50.

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1-800-GET-PINK® or visit owenscorning.ca

Product Platform

LET THE

SUN SHINE IN.

Madero garden patio doors are ideal for creating a spectacular view with full access to the outdoors. Choose from a wide variety of customizable options for new construction or renovation projects — visit us online and explore the art of the door.

Madero.ca

EXTERIOR DOOR SYSTEMS | INTERIOR DOOR SYSTEMS | COMMERCIAL | HARDWARE

Start Painting Castlegard has everything you need to start painting including a premium line quality of paintware. Whether professional or DIY, Castlegard has the painting accessories you need to get the job done.

Exclusively at Castle Building Centres locations. Visit www.castle.ca to find a Castle near you.

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Product Platform

Product Platform

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Fiberglass Insulation Castlegard速 products meet the highest safety, performance and quality standards. Castlegard速 Insulation is Formaldehyde-free, offering a healthier and safer indoor air quality. Castlegard速 insulation is a cost effective home insulation solution for your home with proven safety and performance ratings.

The EcoLogoTM ensures that your Castle insulation product is the environmentally friendly choice.

Castlegard速 products can be found exclusively at your local Castle Building Centres location across Canada.

MANUFACTURED IN CANADA BY

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Product Platform

Our Design Series line emanates streamlined, contemporary wood looks and a sleek presence that are impossible to ignore.

It’s aluminum siding

Š 2 0 1 8 R O YA L B U I L D I N G P R O D U C T S

in its highest form.

Learn more at DesignWithAluminum or call Grant Cowx at 416.258.6437 For product warranty details, please visit www.RBPWarranty.com

CONTRACTOR ADVANTAGE JULY / AUGUST 2018

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M A N U FAC T U R E R & DISTRIBUTOR OF

SIDING | ALUMINUM | SHAKE & STONE | WINDOWS | ENTRY & PATIO DOORS ACCENTS | BUILDING ENVELOPE | TOOLS & EQUIPMENT

Visit plygem.ca for details.

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Product Platform

Ideal Roofing’s Long-life Steel Shingles This may very well be the last roof you install if you choose Ideal Roofing’s long-life Wakefield Bridge steel roofing shingles. They come in 16 designer colours with a transferable 50-year warranty !

CONTRACTOR ADVANTAGE JULY / AUGUST 2018 1 866 842-6288 / www.wakefieldbridge.com

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Deckard Single Control Lavatory Faucet Matte Black pfisterfaucets.ca

MAKE A STRONG IMPRESSION. INSIDE AND OUT.

Smartcode 10 Contemporary Polished Chrome weiserlock.com

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Product Platform CONTRACTOR ADVANTAGE JULY / AUGUST 2018

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THE JM ADVANTAGE

MINERAL WOOL

POLYISO SHEATHING

SPRAY FOAM

FIBREGLASS

dedicated service. That’s the Johns Manville promise and that’s what makes JM one of the most preferred insulation brands in Canada today.

62 Johns JULY /Manville.

AUGUST 2018 CONTRACTOR © 2018 All Rights Reserved.ADVANTAGE

m i t t ed Par

t

r

including Castlegard®, world-class building science expertise and

om

ne

A complete line of quality building insulation products,

AC

BLOW-IN

Sin c

e 1977

Visit www.JM.com/Canada or contact your local sales representative to learn more.

Tech Talk

New Realities in 2018 Written by Amber Mac

There was a time, not so long ago, when you could create interesting content on social media that reached the entire audience that follows you. However, with recent changes in Facebook’s algorithm, these days are coming to an end. In fact, as Digiday shared in January of this year, “If any brands haven’t already shifted their Facebook strategy entirely to paid, then they may have to soon. The social network is changing its news feed to prioritize what friends and family share, which will reduce the amount of content that users see from brands and publishers.” This means that even if you have 500 fans

Tech Talk

on Facebook and 500 followers on Instagram, there is a good chance that the majority of those people don’t regularly see your content.

With organic reach dying off, this leaves businesses in a difficult position. For starters, it means that what you used to do for free will not require a financial investment. Moreover, you will also have to think more strategically about posting and sharing engaging content so the mysterious Facebook algorithm takes your content more seriously. Take Instagram, as one example. As Later explains, “Since the original shift from

CONTRACTOR ADVANTAGE JULY / AUGUST 2018

63

a chronological feed, we’ve known the Instagram algorithm is mainly based on engagement. This includes number of likes, comments, video views, saves, shared posts, DM’s and any other type of interactions a post gets.”

Before you get into paying to boost posts and creating ads for your business, follow these three tips to maximize your organic reach. For starters, consider mixing up your digital

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marketing content. Whether you do a Facebook Live broadcast or engage using Instagram Stories, Instagram’s new feature that highlights images and videos that disappear after 24 hours, these are new ways that you can captivate an audience.

Secondly, use apps on your phone to follow and engage with comments on your posts (time is of the essence here). In other words, the faster you comment and answer questions,

Tech Talk

the more the algorithm sees that people like your posts and will show them with more people. Finally, whether it’s on Facebook or Instagram, write compelling captions, post multiple images, and leverage video content so people stay with your content longer. The longer users spend viewing your content, the more organic reach you’ll get.

While the above tweaks will improve your digital marketing analytics, you should still consider setting aside a monthly budget to boost posts and run digital campaigns. Facebook allows you to manage both Facebook and Instagram advertising in one place. In fact, Facebook has a wealth of information for people new to paid promotion on their platform. In their Beginner’s Guide, they explain that there are a few advertising goals to consider. If you want to drive engagement on a page, boost your post. If you want more people to visit your website,

Tech Talk

try website promotions. If you want people to contact you, try promoting a call to action.

Many businesses set a digital advertising budget for the month. You might be comfortable spending $200 a month boosting and promoting your business or maybe, in your slower months, you might want to increase this amount. Whatever you decide, the most important factor is to track how well your ads are doing and how your audience is growing (and engaging). If a certain type of ad is not working, tweak and tweak again until you get it right.

For more information about digital advertising, consider visiting Facebook Blueprint for the company’s free online marketing courses. There are also plenty of blogs such as Social Media Examiner, Digiday, and Later that can help you out along the way.

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OUTSIDE OPPORTUNITIES

Tap into the outdoor living trend.

Written by Lawrence Cummer

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Feature Story: Outside Opportunities

The open sky’s the limit. With backyard construction options abound, contractors should take on a more consultative role to help homeowners understand and focus their choices of product, material and more.

“You can have paralysis from analysis,” Rick Kapres, Vice-President of Sales and Marketing at Versatex Trimboard, says of homeowners trying to wade through countless choices.

“If you’re a homeowner, your head can be swimming when you start looking at this stuff.”

Kapres says the key for them is to find a reputable contractor who has a breadth of product knowledge, knows their performance characteristics and provides recommendations. The best contractors, he suggests, “are the guys who’ll sit down at the kitchen table and tell you, I want to use this trim, this railing, and why.”

“The contractor needs to be an advocate,” he adds.

Spending continues to rise in back and front yard builds, so it obviously behooves renovation or remodeling contractors to take on that role.

Whether it’s products to update patios, decks, porches, fences, yards or lawns, manufacturers and distributors see a continued uptick around outdoor living. This means new opportunities for contractors who take the lead.

“The only difference between you and 100 other people trying to get the job is your salesmanship and creativity, and the ability to execute on it without blowing the homeowner’s budget,” says Carlos Pacheco, President of NUVO Iron. “Contractors who truly want to extract as much value out of a job will take a few minutes to come up with something unique to make a little extra profit. Not everyone needs to be in a race to the bottom of the margin pool.”

Photo courtesy of Goodfellow Inc/Fiberon

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(Unrelatedly, Pacheco notes Iron is a “virtually synonymous” choice with pool enclosures.)

Today’s outdoor living opportunities are huge, suggests George McCart, Eastern Regional Sales Manager for

allied products at AFA Forest Products. “We’re certainly seeing more backyard structures going up, comfort living type things: pergolas, gazebos, outdoor kitchens.” The trends of past years towards extending the indoor

look and feel outside, low-maintenance and high-aesthetics continue to build.

But also growing is a trend to look at the entire back or front yard with a big picture view incorporating landscaping (and “rockscaping”), decking, fenc-

Photos courtesy of NUVO Iron

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Feature Story: Outside Opportunities

Photo courtesy of Goodfellow Inc

ing, siding, garages, pools, gardens and other structures. (See sidebar.)

The growing love for outdoor living is forcing manufactures to become more creative and spawning more innovative products, says Ernie Couillard, Executive Vice President of Regal

Feature Story: Outside Opportunities

Ideas, which in turn just further fuels homeowner excitement. He suggests contractors try to become a one-stop shop. “Think outside the box. Build pergolas and offer a retractable canopy, add hardscapes to your portfolio.

There’s a huge opportunity for contrac-

tors who want to expand.”

The season for outdoor living construction has also expanded, he notes.

“It’s not as seasonal as before. Homeowners are more affluent, and houses have gotten really expensive, so people are not tending to move as much.”

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Photos courtesy of Liv Building Products

Buying Time Ultimately, many homeowners aren’t just buying their lovely front or backyards but time. “One thing I’m seeing more and more is people forgoing the

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cottage and instead putting a huge amount into their backyards with pools and structures,” says Kevin McQuin, Director of Sales and Marketing at Liv Building Product. They want to

skip battling the traffic to get to cottage country, he adds.

As some retiring Baby Boomers downsize and take their equity into buying cottages, the desire to build an

Feature Story: Outside Opportunities

outdoor oasis in their city or town becomes even more desirable for younger householders, suggests Jeff Morrison, Vice President at Goodfellow Inc. It’s a

win-win for outdoor renovators since, even as the cottage industry is booming, others are spending on their own properties.

It’s far more than simply building PT decks, McQuin adds, but dramatic investments in different product areas and categories, as well as a breadth

Photos courtesy of Goodfellow Inc

Feature Story: Outside Opportunities

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Photos courtesy of OWL Distribution

of materials including wood, glass, stainless steel and composites. Lowmaintenance is key, as fewer and fewer homeowners want to spend precious summer hours on staining and maintaining.

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Because of the demand for low-maintenance, wood alternative products are growing as a percentage faster than wood, Couillard says. Still, even natural products are getting a boost from the low-maintenance mandate. For example, Colin Urquhart, Product Manager

at OWL Distribution, points to products like Maibec prefinished wood siding, which has grown in popularity due to aesthetics, but also the option of stain-free maintenance and warranties that rival or exceed PVC.

Feature Story: Outside Opportunities

The newest generation of homeowners further add to prospects, McCart notes. Where past generations might build their own decks (at least when working with PT wood) or shore up their own fences, most Millennials are “never going to do that.” The trick in leveraging this demographic shift is

learning how to attract these new customers, since many contractors aren’t exactly “social media junkies.”

Getting more outdoor work may require spending a few more hours behind a screen. Andrew Pantelides, Director of Marketing and Business Development at Regal Ideas, stresses

the importance of using social media and influencers to reach this “do-it-forme” generation. He says more contractors are recognizing the need to reach this growing customer base and joining the social media arena every day.

Photo courtesy of OWL Distribution

Feature Story: Outside Opportunities

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SIDEBAR

A Look at (and Through) Outdoor Trends The market for higher-end PVC and composite decking products continues to grow. Capped composite decking, in which a thin (approximately 1/16”) PVC or PVC-like veneer is added to boards during manufacture has become the new norm and given homeowners the quality and aesthetics they crave from composites.

Newer composites are more durable, fade, stain and scratch resistant and can even be cooler to the touch.

Richer, more realistic colours and micro-etching or embossing and multichromatic streaking has further added to the authenticity of alternative products. Over the past decade, the industry has been improving elements like durability and colour fastness, and now major players like Trex, TimberTech, Azek and Fiberon can focus on aesthetics, resulting in a wider selection of textures, colours and natural-looking products.

Glass or see-through railings also continue to increase in popularity.

Kevin McQuin, Director of Sales and Marketing at Liv Building Products, says that since his company’s InvisiRail is available in standardized sizes it is easier and more affordable to have glass railings than ever before.

“We’re trying to make it a lot easier for contractors to get product and get it installed quickly. We don’t want them to need to be on the job site any longer than they need to be,” he says. He also points to the glass system a perfect solution for the pool, which by code must be gated but also allow clear visibility. The InvisiRail pool enclosure is available in 48” and 60” heights to meet different municipal building codes.

For a glass railing without an actual railing, Regal Ideas recently launched its CrystalRail system. This system uses 10 mm tempered glass panels (98% iron free) that are available in various sizes. “It’s an innovative glass product that allow homeowners to maintain their view,” says Ernie Couillard, executive vice president of Regal Ideas of the system. “It has become a strong part of our offering.” CrystalRail’s mounting brackets include

pre-installed LEDs that light up the glass panel at night.

The move to mixing materials hasn’t abated. To that end, many homeowners look to add a classic material into their growing mix of wood, steel, composite and glass: iron. Growth in iron has been consistent for the past 25 years, says Carlos Pacheco, President of NUVO Iron.

“It’s a great backdrop, it can disappear if you want it to, or you can turn it into your main focus.” Ornamental iron, or wrought iron, is virtually weatherproof, giving it the low-maintenance quality many homeowners desire. NUVO Iron’s e-coatings and powder finish further adds to its product’s life expectancy.

The addition of iron accessories to wood and composite is definitely on the rise, Pacheco says. “There’s a contrast between wood and iron, but they are also complementary. When we combined them 14 or 15 years ago, they thought we were nuts. ‘Who puts a metal cap on a wooden fence?’ Now it’s the norm.”

Photo courtesy of Regal Ideas

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Feature Story: Outside Opportunities

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GRANITE RIDGE

Design Talk Photo courtesy of Alexandria Moulding

The Sure Side of Shiplap Written by Teresa Christine

Turn on any home improvement TV show these days and chances are that the interior design of the project will include shiplap. The recent rise of this untraditional design element has many rushing to read up on the material.

Design Talk

Shiplap, a kind of wooden board is often used for constructing sheds, barns, and other rustic buildings. Traditional shiplap has a groove (rabbet), cut into the top and bottom, which allows the pieces to fit together closely, forming a

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tight seal. This also gives shiplap its distinctive appearance.

Lately shiplap has become popular for interior finishes like walls and ceilings thanks to its rustic charm and subtle texture. Historically, shiplap paneling was used as a solid wall surface for wallpaper, and rarely exposed, whereas today it can add instant age, texture, rusticity and a focal

point to any room in your house. Adding to the charm of this design trend is its affordability and ease of installation which appeals to both contractor and DIYer alike. Before you head out to your local Castle Building Centre location to pick some up, take a look at what some of the industry leaders have to say on shiplap.

Photo courtesy of Metrie

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Design Talk

Photo courtesy of Alexandria Moulding

Uncovering the design possibilities of this material has proved beneficial and given new life to shiplap manufacturers. According to Alexandria Moulding, their shiplap has a special locking joint that helps when installing the product so there is no

Design Talk

glue needed in the installation. Another feature that lends to easier installation is its elongated tongue and a nail line which shows the installer where to place the nails in order to hide the nail holes. This means the product is ready for a

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finish coat as soon as it is installed. Alexandria Moulding offers different widths depending on the desired look of the project and is available in 5-1/4” and 7-1/4” sizes.

As far as shiplap as a trend, Alexandria Moulding believes that its popularity is due to two major factors, versatility and application. Its adaptability to complement a variety of styles including modern, traditional, industrial and rustic paired with the ability to apply it to both walls and ceilings is versatile enough not to mention it's also available in materials that can be painted (whatever colour the homeowner chooses) or raw wood to be stained.

Another manufacturer, Metrie, has also seen a surge in demand for shiplap. Metrie offers shiplap product solutions, including Metrie Complete®, high quality, pre-painted boards to help pros and homeowners alike achieve a desired look in a short amount of time. They believe that part of the trend’s appeal is the ingenuity of the material and the realism of

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being able to transform a room in just a weekend is a snap with their Shiplap.

Metrie adds that although shiplap is a paneling treatment made from wide wooden boards installed horizontally, which creates create a cottage or coastal look, you can also apply it vertically if you love the look but are not a fan of horizontal lines. Either way, Metrie is on board with this on-trend interior finishing choice as it instantly adds charm and texture to any space and can help bridge modern and rustic décor styles.

Moulding Warehouse agrees, for them, shiplap has been a new popular design choice in new builds and renovations.

Even though shiplap was once used in the construction of boats, it now gives your space a rustic, nautical look. Their shiplap is made from MDF and allows for quick and easy installation, which homeowners and contractors love about the product. One of their favourite customer applications

Design Talk

SHIPLAP | 1667863 | MDF 5

⁄8" W x 11 1 ⁄2" H x 12' L

SHIPLAP | 1676882 | MDF 1

⁄2" W x 7 1 ⁄4" H x 12' L

SHIPLAP CREATE A FARMHOUSE OR BEACH HOUSE LOOK!

SHIPLAP | 1676914 | MDF 1

⁄2" W x 5 1 ⁄2" H x 12' L

This on-trend interior finishing choice adds charm and texture to any space and helps bridge modern and rustic décor styles.

METRIE.COM

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of shiplap is The QEII dream cottage built by Collins Home Renovations. They used Moulding Warehouse shiplap in multiple applications that really showed the versatility of the product, including the focal fireplace, under the stairs, and of course multiple accent walls to accentuate the rustic charm of the cottage.

Although some design talk suggests that the lustre for shiplap will soon fade, one thing is for certain. For now, the renaissance of this unassuming material is riding the wave of its board appeal and has many navigating through all the unchartered alternatives.

Photos courtesy of Moulding Warehouse

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Design Talk

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