HARDSCAPE PRODUCTS FOR YOUR BACKYARD OASIS
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SUMMER LOOKS BRIGHT FOR COMPOSITE DECKING
FENCE AND RAILING PROJECTS ON THE RISE
July / August 2020
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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 Katrina De Faveri Contributors Lawrence Cummer Lisa Gordon Teresa Christine
Advertising Inquiries Jennifer Mercieca Director of Communications Castle Building Centres Group Ltd. 905-564-3307 jmercieca@castle.ca Material Contact Maryam Bashir Marketing Coordinator Castle Building Centres Group Ltd. 905-564-3307 mbashir@castle.ca
JULY / AUGUST 2020 Volume 25 Issue 4
Published and designed exclusively for Castle Building Centres Group Ltd. by Espress Labs Inc. On the cover: Regal Ideas
ABOUT CONTRACTOR ADVANTAGE // JULY - AUGUST 2020
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LAWRENCE CUMMER Lawrence (“Law”) Cummer is a freelance writer and editor and has been a frequent contributor to Contractor Advantage, Ideas and Rough Construction for nearly a decade. Over his more than 20-year career, Law has written about contracting and construction, general business, information technology, health and safety, personal finance and almost every topic in between. He has a passion for storytelling and sharing how people can work better, easier — and “smarter” — from contractors to technologists to business executives.
LISA GORDON Lisa Gordon is a freelance writer based in St. George, Ont. For more than 20 years, she has specialized in writing informative and engaging articles for trade and association magazines representing a variety of industries. Contact her at gordon_lisa@rogers.com.
TERESA CHRISTINE Teresa is an accomplished communicator, copywriter and awardwinning Editor with the publication and design team at Espress Labs Inc. For fifteen years, she is also known, recognized and respected for her brand direction and creative instincts and has advised clients in various industries including construction, building materials, consumer and lifestyle. Her ghostwriting is proudly displayed through published content and across various digital platforms and print forms across the country and beyond.
SHELLEY ARMATO Shelley Armato is CEO at MySmartPlans, a provider of best-inclass SaaS construction technology that eliminates risk, creates transparency and protects the budget. She provides professional construction services to some of the most prestigious business owners in the healthcare, scholastic, government, and other commercial market sectors.
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THE GREAT OUTDOORS //
CONTENTS
TABLE OF OF TABLE
8 19 22
HARDSCAPE PRODUCTS FOR YOUR BACKYARD OASIS
Homeowners have never had so much choice when it comes to outdoor stone and concrete design
NEWS & NOTES
Independent entrepreneurs shine in the wake of adversity
SUMMER LOOKS BRIGHT FOR COMPOSITE DECKING Opportunities may await contractors who are plugged in and skilled in composite decking
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BUILDING BETTER BUSINESS
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FENCE AND RAILING PROJECTS ON THE RISE
The top 5 business strategies leaders must adopt during times of crisis
Many homeowners forced to stay home are looking to spruce up their outdoor living spaces
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// EDITOR’S NOTE
From the latest looks in composite decking, trends in fencing and railings or the variety of designs available in stone and concrete, this issue of Contractor Advantage has everything you need to know about creating a stylish, functional outdoor space that works for you and your family. Whether the job calls for a complete makeover or a collection of smaller tweaks, with a walk down the aisles of your local Castle location, there are options to create every outdoor backyard space, large or small. This summer, you may not be able to enjoy the beauty across the country but the outdoors can be still great, right from the comfort of your own home.
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THE GREAT OUTDOORS //
Photo courtesy of Trex
ON TH E I N S I DE
Canada is home to some of the most stunning scenery. From coast to coast the country is full of some of the worlds most picturesque places. This year, as more Canadians prepare to stay at home for the summer, they look to create their own outdoor oasis.
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HARDSCAPE PRODUCTS FOR YOUR BACKYARD OASIS Homeowners have never had so much choice when it comes to outdoor stone and concrete design. Whether it’s large paving slabs, a wood-grain plank look or natural stone veneers, there are more ways than ever to introduce indoor elements to backyard living. Written by Lisa Gordon
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THE GREAT OUTDOORS //
Photo courtesy of Expocrete Concrete Products
Extending the comforts of home to the backyard or patio is hardly a new concept, but the trend is evolving from simple outdoor dining areas to more elaborate gazebos, welcoming firepits and al fresco kitchens complete with grilling islands. While natural accents and greenery are always in style, hardscape products are coming into their own. The good news here is that those without a green thumb can still create a welcoming backyard oasis with products such as porcelain paving stones, attractive concrete retaining walls, and textured and woodgrain looks that mimic the finishes found inside the home. Hardscape vendors have been noticing these trends develop over the last few years.
“Unlike other product categories in home improvement, these take a little longer to flourish,” said John Moroz, director of marketing at Expocrete Concrete Products in Edmonton, Alta. Founded in 1979, Expocrete designs and manufactures a wide selection of hardscape concrete paving stones, walkway slabs, retaining walls and garden accents. “This year and for the past couple of summers, we’ve seen a move to larger slab-like pavers. People are trying to take that feel of a kitchen, for example, to their backyard.” A richer colour palette is combining with those larger slabs, with paving stones and other hardscape features now available in rich greys and
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Photo courtesy of Cindercrete Products Ltd.
browns that are popular in Western Canada, while lighter whites and greys are more prominent in the East. “That has to do with the natural aggregates that are in the Earth,” explained Moroz. “In the West, we can never get to a really light white; versus out East, where the soil composition is different. They can go darker, but we’ll never be able to go light.” The monochromatic look is popular and Moroz said black inlays and accent points are in demand, although “it’s tough for us to get a true black when we’re mixing our aggregates.” The trend toward larger-sized pavers has been noticed in Saskatchewan, too. Russ Lebell, director of sales for Regina-based Cindercrete Products Ltd., said.
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Established in 1930, Cindercrete manufactures all the hardscape products it sells, from various sizes and shapes of concrete paving stones, small and large retaining wall systems, lawn edgers, firepit kits and a large selection of patio slabs. “There does seem to be a bit of a trend to larger retaining wall systems as well as larger pavers and patio slabs,” said Lebell. “We will be introducing a new larger paver and a large wall system later this summer.” TEXTURES AND SHAPES Cindercrete’s customers are interested in textured products like woodgrain and plank-type styles, reported Lebell. He says many of these options will be included in the new product line releasing later this summer.
FEATURE STORY // HARDSCAPE PRODUCTS FOR YOUR BACKYARD OASIS
“Plank-style is interesting,” agreed Moroz. “We’ve seen it with woodgrain pavers. Our Bonneville Plank Paver and Caribou Slab have wood grain textures with a rustic natural look in a concrete form. We’re seeing the planks as a newer trend and we’re seeing it in pockets. For us, our seasons are shorter, but we are seeing some adoption of the plank-style format.” He said homeowners who already have hardwood or laminate floors instantly recognize the plank pattern, so it helps them envision the finished look. “Another new trend is porcelain pavers,” he continued, adding that Expocrete imports these from Italy. “Imagine taking a porcelain tile you’d see in a kitchen or bathroom; you’re seeing that now in the backyard.” Moroz said some porcelain tiles have a slight texture or pebbling effect, with some even emulating granite. Others are smooth, but all are durable, even during long Edmonton winters.
“I have smooth (porcelain tiles) in my backyard,” he said. “It’s never been an issue shovelling during the winter. It’s a durable surface but you do have to be careful on it.” VERTICALLY-ORIENTED Hardscape accents aren’t always found underfoot. Vertical retaining walls have long been popular backyard features, with roughened surfaces reigning supreme. Lately, though, Moroz said customers are gravitating toward flat, smooth surfaces. “We started seeing snippets of this three years ago, so we’re reducing our traditional split base stock and moving toward having more products available in the smooth lines.” Hardscape accents represent a significant investment for homeowners, and Moroz said decisions are never made overnight. “People save up for it and it can take two to three years for a trend to mature.”
Photo courtesy of Expocrete Concrete Products // JULY - AUGUST 2020
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FEATURE STORY // HARDSCAPE PRODUCTS FOR YOUR BACKYARD OASIS
Photo courtesy of Erth Coverings
Stone is one trend that never seems to go out of style. Since 2002, Erth Coverings in Woodbridge, Ont., has been offering natural stone veneers for exterior and interior walls.
“In most cases, concrete landscape products are the most economical landscape solution when compared to stone, tile, etc., and they are virtually maintenance free,” said Cindercrete’s Lebell.
President Ivan Rapa said COVID-19 has had a tremendous impact on customers, who now want to create safe, private sanctuaries. Erth Coverings is a proponent of biophilic design, which connects occupants to the calming effects of nature through the use of natural home design materials.
But he noted that contractors and DIY homeowners must always take the time to prepare a good foundation for their concrete hardscape project.
Stone is an excellent example, offering impressive durability and versatility – not to mention choice. Erth Coverings products come in limestone, quartzite, marble and a wide variety of hues and textures. BUILDING THE BASE Concrete landscape products have been available in North America for decades and are known for performance and durability at a reasonable price point.
“Base preparation is the most important part. Because of our variable weather, most concrete products need to be installed on a properly prepared granular base material, which is critical to providing long-term performance.” While both concrete and porcelain are very low maintenance once installed, Expocrete’s Moroz said the price point varies depending on the size and colour of the materials – and, like many products, you can choose the good, better or best options.
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FEATURE STORY // HARDSCAPE PRODUCTS FOR YOUR BACKYARD OASIS
Also, while homeowners seem to be leaning towards the larger paving slabs, contractors are finding them harder to manipulate during installation, with some slabs as big as 24x48 inches. Since time is money for professional installers, it’s worth investing in the right tools to get the job done correctly with a minimum of backbreaking labour. “That’s a really important point,” noted Moroz. “The tools contractors use have really progressed over the last few years, whether it’s a clamp made to lift up a heavy slab that can be attached to manual lift or a Bobcat.
“Also, dustless saws eliminate 90 per cent of the dust in the air, and that is so critical for the health of your employees and for efficiencies’ sake. So if these tools extend the productivity of your team, that cannot be overlooked. The tools to make the job go quicker and easier cannot be understated.” He said contractors who can help customers “see the picture” with tools like 3D rendering will stand out in a competitive market. “It’s also critical to understand the products, demonstrate best practices and have a good foundation of knowledge on how they should be installed.”
Photo courtesy of Expocrete Concrete Products
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THE GREAT OUTDOORS //
Photo courtesy of Erth Coverings
THE GREAT OUTDOORS //
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FEATURE STORY // HARDSCAPE PRODUCTS FOR YOUR BACKYARD OASIS
Photo courtesy of Cindercrete Products Ltd.
Once the COVID-19 pandemic is history, families and friends will start gathering together once again, and outdoor living spaces will help them make up for lost time by extending the summer season as long as possible. “The ability for people to entertain and use that outdoor patio is really critical,” noted Moroz. “Adding a grill island or pizza oven, for example, is an easy win for a contractor. Even something
as simple as adding a fire pit – even with COVID-19, households still want to congregate. Those elements are less about the products than creating the experience. “It’s no different than a mattress company,” he concluded. “They don’t sell you on the springs and the foam, they sell you with the promise of the experience, the better night’s sleep.” —
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//
NEWS & NOTES
INDEPENDENT ENTREPRENEURS SHINE IN THE WAKE OF ADVERSITY
Written by Ken Jenkins President, Castle Building Centres Group Ltd.
As the country begins to get back to some semblance of “normal”, the response to COVID-19 by Independent entrepreneurs across Canada is moving from a short-term response to a long-term shift in how we do business. Although the future is not yet clear, adapting and discovering new ways of doing business during these times is key to thriving beyond the pandemic. In my experience, the resiliency and adaptability of Independent business owners is nothing less than remarkable. In the past months, I have witnessed countless examples of best practices being implemented across the country to help navigate the changing landscape. Business owners quickly pivoting to accommodate the ever-changing
conditions and coming up with creative and innovative ways to continue to service their customers, all while ensuring the safety of their employees and communities. Coming together as a community is not a new concept to Independent entrepreneurs. In fact, it’s the foundation of their existence. This pandemic only further reinforces the culture of collaboration and community support that is the spirit of the Lumber & Building Material community. Taking care of each other has always been a priority but has now become the new normal and giving back to those who helped build their businesses and played a part in their success is part of who they are.
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As we continue down this winding road and Independents are faced with their own set of rapidly changing circumstances, I know they are prepared to persevere. Their commitment to reshaping their working models and resilient ways to make things work all while staying true to themselves and their communities is what will ready them for any subsequent storm.
KEN JENKINS
President
Ken has worked in the LBM business for over 17 years, including senior management experience in the manufacture of building products. He has a keen understanding of the relationship among vendors, manufacturers and the independents, as well as a thorough understanding of the contractor and consumer base in every region of the country. Ken's highest priority for Castle is to "buy competitively day to day" in order to keep its independent dealers competitive. "The result is that Castle shareholders enjoy greater returns today than ever before. There can be no greater testament to the strength of the team we've built," says Ken. "My job is to make them stronger and stronger."
Despite the uncertain and unprecedented times, ultimately, what is certain is that the spirit of Independents is constructed on its commitment to connections. The power to come together continuously and collectively within their respective communities to support each other in times of need. That determination is the foundation for so many of these businesses and is at the very core of so many Independents. As Canadians, now more than ever we need to support our local entrepreneurs. Our industry and segment of the economy has continued to perform relatively well. However, numerous business owners and their employees have suffered tremendous hardship. Remember, over 70% of Canadians are employed by small / medium sized business which represents approximately 40% of our countries GDP. It’s the engine that drives our economy, provides employment in every region and is the foundation to every community across our country. Every one of us needs to step up, wherever possible, and support local businesses. They were there for us when we needed them. They need us now more than ever! Take pride in your community. —
contest now open! Please fill-out a ballot in-store or pick up an online entry code to enter online at participating Castle Building Centres locations. No Purchase Necessary. Visit www.castle.ca for a list of participating Castle locations. Contest runs from June 15th to September 15th 2020
SUMMER LOOKS BRIGHT FOR COMPOSITE DECKING
Opportunities may await contractors who are plugged in and skilled in composite decking.
Written by Lawrence Cummer
Photo courtesy of Stella-Jones Inc.
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Contractors specializing in composite decking products may be in just the right place at just the right time this summer. A combination of homeowners staying home to fight the coronavirus, product innovations and breadth, and range of price appears to be peaking homeowner interest in composite decking this year. Contractors who can reach potential customers through social media or relationships with their manufacturers and dealers may be poised for success. INTEREST IN COMPOSITES CONTINUES TO GROW Despite, or perhaps due to semi-lockdowns, the market for decking products has had a huge burst of activity this spring, suggests composite decking distributors. Gary Shuchat, senior director of sales and marketing at Stella-Jones Inc. says his company is seeing record interest in the Deckorators brand of composite decking products it distributes in Eastern Canada. “Composite decking has really picked up across Canada since mid-April,” he says. “A switch went on and the whole thing took off.” He adds that the Internet has played a major role. “Anyone who tells you Canadians don’t spend more time online than anywhere else is wrong. That’s where people find products.” He says growth is taking place across the range of Deckorator lines, from entry-level composites that compete more closely with pressuretreated wood to its high-end Voyage line. Voyage is part of Deckorators family of products using patented Eovations composite
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Photo courtesy of Stella-Jones Inc.
technology. This mineral-based technology gives it strength like engineered wood, the company says, plus durability, weatherability and it weighs 35% less than traditional woodplastic composites. With virtually no thermal expansion or contraction, Voyage is warrantied for installation in the ground or water. The decking features textured embossing for enhanced surface traction — 34% higher than other brands, Shuchat says — making it ideal for use near water. “If you’re on a dock or near a pool you won’t go sliding.” Jon Hensen, vice-president of sales and marketing, TruNorth Deck, echoes that his company has been seeing an increase in online traction around composite decking and has been receiving a high number of requests for samples due to social isolation and partial lockdowns. “We’re sending out a lot of samples because people can’t get into the stores to see it. They’re making decisions based on 6” tiles they receive in the mail,” he said.
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Most contractors he’s spoken with, he says, have been relatively quiet earlier in the year, but warmer weather and businesses reopening may change that. Made from a rice hull formula using 95% recycled materials, TruNorth’s composite decking is eco-friendly, saves trees and reduces our environmental footprint. He notes that homeowners are looking for several popular features in their composite decking: its heat blocking capabilities and slip resistance. “Some decking products look beautiful but are slippery as can be, so that’s something we’ve done a lot of work on.” Of course, durability and aesthetics remain top consumer priorities, he says. TruNorth decking is available in 10 colours, six variegated and four solid tones. Hensen says that while a variegated colour, createing a more natural wood-like appearance, has always been more popular, this year a light-gray painted appearance is on the rise. “Maybe it’s just a clean look that they are going for. Maybe it’s a sign of the times.”
FEATURE STORY // SUMMER LOOKS BRIGHT FOR COMPOSITE DECKING
GET HOMEOWNERS WHERE THEY LIVE: ONLINE This heightened interest in composite decking could prove a boon for many contractors, with skills that go beyond deck building. “It’s a wonderful time for the forward-looking, technically-savvy contractor,” says Dave McNeil, vice-president of allied products and national accounts manager at Taiga Building Products, national distributor of Trex composite decking. Contractors who can embrace social media and reach out to their customers digitally, especially through Instagram — which is leading the charge in building and renovations — can better engage consumers generally stuck in their homes, while “old school” contractors may struggle with the lack of home and cottage shows where they used to engage their customers.
“Now is the time to strike,” McNeil advises contractors, calling it a “wonderfully fertile time” for outdoor construction. “The consumer is ripe for [online engagement] because traditional retailing is on pause. There’s still a great opportunity if you can pull the right levers.” Whether shopping online or in-person, McNeil says appearance remains top of mind when choosing a composite deck product and, to that end, he points to the breadth and depth of the Trex line. “From opening price points to high-end premium ones, Trex has got an offering essentially in every category.” At the entry-level Trex last year reintroduced its Enhance line (Enhance Basic and Enhance Natural), which offers a solid colour or variegated colour more like natural wood, respectively. At the top end of the Trex line, he points to Transcends Tropical, boasting
Photo courtesy of Trex // JULY - AUGUST 2020
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FEATURE STORY // SUMMER LOOKS BRIGHT FOR COMPOSITE DECKING
Photo courtesy of TimberTech AZEK
deep-wood patterns and luxury colours, on top of stain, fade, scratch and mold resistance. “There’s something to fit everybody.” INNOVATIONS IN COMPOSITE DRIVING ADOPTION Composite decking products have continued to improve over the years to not only incorporate elements such as slip resistance and heat blocking, but significant improvements to their resilience and aesthetics. “Quite frankly a lot of the outdoor products nowadays are so much better from a technology standpoint and there’s more confidence in them.” “Fifteen years ago, when you were talking about composite decking and how expensive it was comparatively – or the thought of it was comparatively – some people look at it now and it’s a no brainer,” says George McCart, director of
marketing, AFA Forest Products, which distributed TimberTech and TimberTech AZEK decking. Not only has the gap in price between composite decking and pressure treated decreased over the decade, the warranties have increased, some now as high as 50 years, as composite technology has improved. “Every major manufacturer is investing in their technology.” For TimberTech AZEK decking, that investment has provided a polymer wrap that provides a skin around its PVC core and gives it fade and stain resistance. “AZEK is a 100% PVC core. They’ve managed to produce a product that has virtually 0 waste through recycled content and still maintain structural integrity, which is massive,” McCart adds. By taking the existing capabilities of AZEK PVC core and TimberTech composite-wood decking
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FEATURE STORY // SUMMER LOOKS BRIGHT FOR COMPOSITE DECKING
and adding a polymer wrap, “It’s just amazing what they can do. The streaking they can do, the finishes now. Composites that look so much like actual wood now, it’s very hard to distinguish it’s not, unless you’re right on it looking at it.” What’s at the deck board’s core is important, suggests Randy Pearce, national product manager at CanWel Building Materials. The MoistureShield composite decking distributed by his company carries a solid core that acts as an impermeable barrier that fights damage from moisture, rot, insects and other harmful elements, the company says. The core is found in products at all price points. “It’s manufactured differently, using a process called encapsulation, where the wood fibres that go
into the composite are wrapped into [something] like a Ziplock bag,” Pearce says. “So that allows our product to go on the ground, you can burry it in the ground, you can burry it underwater, you can use it for docks, boats, marines — water doesn’t affect it because of that solid core difference.” Last year MoistureShield launched its Vision line to respond to consumer concerns that composites are too hot to walk on, Pearce says. Using what’s dubbed CoolDeck Technology, heat transfer from the boards are reduced by up to 35% compared with competitive products, the company says. “So, for people using the decking with a southfacing exposure where you get sun all day and you want to walk out in your bare feet around a dock, or pool deck, everything — we’ve been getting tons of enquiries since it launched.”
Photo courtesy of MoistureShield
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TREMENDOUS OPPORTUNITY FOR COMPOSITE DECKING SPECIALISTS Brian Roger, sales manager at Nicholson And Cates Ltd., co-distributor of Trex in Ontario says his company has been busy in recent months. “Composite is growing, growing, growing,” he says. “It’s amazing the size of composite decking orders, and the intricacies of the designs. The decks being built are like artwork.” He says 2020 is a tremendous opportunity for outdoor living contractors, saying many homeowners are spending money due to cutting back on other activities. The composite market slowed in 2019, but Roger says it is rebounding, in part because of the wide range of products and pricing released last year. While some DIYers may tackle their own decking projects, many especially those looking for creative designs or wanting to use products in the higher price point are going to seek out composite decking specialists, Roger suggests.
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That’s an opinion shared by other distributors, like Matt Lipskey, national product manager, decking and railing, at Gillfor Distribution Inc., which distributes TimberTech and TimberTech AZEK product lines. He says the industry was expecting the outdoor living market to trail off a bit in 2020, but for the most part it hasn’t. He says that’s absolutely an opportunity for contractors. “There are some DIYers that will tackle composite decking and we see that a lot with the entry-level price points,” he says. “But what we’ve found is even the higher-level price points the sales [lately] have been just as strong, and generally those large jobs are contractor jobs.” “I think contractors were sort of waiting to see what happened with lockdowns and so forth, but now that restrictions have been eased a little — the stores are open — their order files are completely full for the year and they will be out in full force doing decking jobs.”
Photo courtesy of Trex
Part of that opportunity comes from educating homeowners. Lipskey points out that while composites generally cost more up front than wood, when factoring in maintenance, replacement costs, labour and other factors, composite can be more cost-effective long-term. LEVERAGE DEALER AND MANUFACTURER RELATIONSHIPS Nearly all distributors of composite decking stress the benefits of being a certified installer. Being certified as a professional installer of a certain brand not only increases visibility but can have other benefits as well. For example, in the case of TimberTech, Lipskey points to the labour warranty that becomes associated with their jobs, “so, if there’s a problem not only will the material be taken care of but the contractors will also receive compensation for labour, which is a big thing.”
the Deckorators Certified Pro program receive 3% cash back on purchases and access to the company’s Pro on the Go App to assist with building tips and quoting and other aspects of the job. Similarly, is the connection with your local dealer or lumber yard, Roger says. “Your go-to lumberyard; have a good relationship with your go-to retailer. They’ll know and recommend you to the consumer. They provide the service and probably are providing delivery. Think of them as an extension of yourself.” —
Other manufacturers, like Deckorators, have also started to incorporate labour into their warranties. Shuchat also notes that this year members of
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THE TOP 5 BUSINESS STRATEGIES LEADERS MUST ADOPT DURING TIMES OF CRISIS
Written by Shelley Armato
Entrepreneurs, business owners, and company leaders in every industry are living in a state of overwhelm right now. The rules of business have changed seemingly overnight, and many are struggling to adapt to the new normal of our current reality. The number of decisions business owners and leaders need to make daily is staggering. How do we communicate with customers? What do we do about projects put on hold? How do we keep our employees safe? What kind of infrastructure do we need to support our remote workers? And of course, the biggest decision of all, what steps must we take to ensure our business survives this crisis?
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Being a business owner or company leader requires you to be nimble and ready to react at a moment’s notice. But that doesn’t negate the fact that you’re feeling stressed and overwhelmed. Now more than ever you need to commit to your goals and squash any fears that may be holding you or your company back. The following 5 strategies will help you persevere through any challenge, stay on track with your dreams, and emerge from the crisis victoriously. BE TENACIOUS As an entrepreneur, business owner, or company leader, you likely made the decision to be tenacious
// BUILDING BETTER BUSINESS
long ago. After all, if you hadn’t, you wouldn’t be in the position you are today. Now is the time to double down on that commitment, not back away from it. Times of crisis demand boldness, innovation, and tenacity like no other. If you feel your tenacity wavering, pick a mantra that is powerful and motivating for you and have it play on a loop in your mind. Some common mantras leaders use to build their tenacity are “never give up,” “tough times don’t last; tough people do,” and “persistence breaks down resistance.” Pick a phrase that works for you and use it as your guide.
LOOK TO YOUR PAST CHALLENGES AND HOW YOU OVERCAME THEM We’ve all had to overcome challenges in the past. Whether it was a business failure, a job loss, the death of a loved one, or anything else, no one’s life is without obstacles. And, believe it or not, that’s a good thing, because by living and working through those setbacks, you learned some important and useful skills. Even though the current global challenge facing us may seem different than anything anyone has experienced in the past, the fact is that the skills you have honed over
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the years during other challenges are the same skills that will get you through the current crisis. Just as a skilled cyclist picks themselves up after a wipeout and can ride again, so can you if you focus on the skills you already have. GET COMFORTABLE BEING UNCOMFORTABLE During times of crisis, you will need to try new things—maybe even things you never imagined you’d do. Often, that means being uncomfortable. For example, many business owners are now doing live videos on social media to stay in front of customers and prospects. While they may be very comfortable giving scripted messages to the camera, talking off the cuff, in a casual setting (such as their home), is very different. During any crisis, “business as usual” isn’t enough. Therefore, think about what new, uncomfortable things you
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can do to keep your company top-of-mind for your customers. REINVENT YOUR MESSAGE If your sales have dropped or projects have been put on hold, taking a “wait and see” stance is dangerous. You need to keep your business profitable during the crisis, so you may need to reinvent or reposition your message and your offerings. The key is to find the pain your clients are having right now (which may be very different from the pain they were trying to address a mere 3 months ago), and then deliver solutions to meet their current needs. Realize that repositioning your offering often requires only a slight pivot, not a 180-degree change. Look at some examples currently occurring in communities across the country: restaurants offering grocery delivery
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services, distilleries making hand sanitizer, apparel and shoe makers adding face masks to their product line, etc. You already know how to reposition—you did it when you started your business or leadership position. Simply put that skill to work again now. PROTECT YOUR COMPANY’S CULTURE In order for your business to survive and thrive during a crisis, you need to nurture and protect the company culture you’ve worked so hard to create. This requires you to model strength for your employees, and to communicate honestly and often with them. The goal is to keep fear at a minimum and to make your employees feel safe. Let them know that they are doing a fabulous job
during all the changes. Listen to their ideas. Ensure they feel part of the team and valued. Above all else, make sure they know—both by your words and your actions—that you are going to lead them through the storm. EMBRACE THE CHALLENGE They say that necessity is the mother of invention. And it’s true! In fact, often the best innovations come during times of crisis. The key is for you to assess the situation, determine where your business can add value, and then take action using the strategies outlined here. When you do, you’ll find that your company can weather any obstacle and emerge as the marketplace leader. —
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FENCE AND RAILING PROJECTS ON THE RISE
Many homeowners forced to stay home are looking to spruce up their outdoor living spaces. Written by Lawrence Cummer
Photo courtesy of Regal Ideas
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Whether it is because homeowners suddenly have time to tackle their “honey-do” lists or are reallocating funds originally earmarked for vacation, outdoor living projects are on the rise this year amidst pandemic fears, updating fencing and deck railings among them. A SURPRISE UPTAKE It hasn’t been smooth sailing all year, however. Many industries such as hospitality have been hit hard by closures due to the spread of the global coronavirus (COVID-19), but around home renovations, especially outdoor projects, some say the increased activity has been surprising. “Back when everything got shut down, it had us all panicking and asking, ‘what is the future going to hold?’” says Andrew Pantelides, vice president of sales and marketing, at aluminum railing company Regal Ideas. “But our team has been steady with quotes, with people wanting inventory. It’s just unbelievable.” “Knock on wood.” He suggests e-commerce and online research have been a major contributor to a continued outdoor building product uptake during the spring. “There’s a lot of uncertainty as to what people are going to spend, but what we are seeing is that homeowners — the ones that did have that reserve to go to Mexico or the Bahamas or to do that annual trip — are now spending
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FEATURE STORY // FENCE AND RAILING PROJECTS ON THE RISE
that money and saying, ‘how do I make my outdoor space more enjoyable because I’m going to be here for a while.” GOOD FENCES MAKE GOOD (SOCIALLY DISTANT) NEIGHBOURS At their heart fences and railings are security and safety products and 2020 seems to be reinforcing that. Even the concept of social distancing may be driving interest in fencing and railing projects. Carlos Pacheco, president, Nuvo Iron says his company has been seeing fencing and decking product purchases on the rise during these unprecedented times. “With people being a little more paranoid around security and social distancing, they’ve been looking at using fencing and railings to support that,” Pacheco suggests.
“I think people are finding there’s a lot of anxiety and uncertainty, early on there were hoarding issues, it all planted a big scare in people, and they looked at their own security and their home security.” Proof of this, he notes, is that there’s also been a tremendous surge in gate hardware upgrades. “Homeowners are looking at their hardware and asking if it’s good enough.” HELPING HOMEOWNERS COPE WITH FORCED STAYCATION With travel restricted even in many cases to cottage country, many Canadian homeowners are looking at how to invest in their backyards to enjoy the summer however they can. “I think the spending, the focus will be home, and really tight to the home proximity,” Pacheco says. “A staycation this year is an actual staycation —
Photo courtesy of Nuvo Iron // JULY - AUGUST 2020
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FEATURE STORY // FENCE AND RAILING PROJECTS ON THE RISE
it’s not going to Muskoka (Ontario). This is the first time in a period of our history, that is really making people think their home renovations through a little bit more.” Rick Churchill, sales specialist, Liv Building Products, agrees. “People are home and looking at projects, projects they’ve been thinking about. There are lot more decking orders going through, composite decking. He also notes that “enquiries around glass railing systems, our bread and butter, is out of this world at the moment.” He says contractors need to position themselves in their local markets with whatever marketing is available to create buzz around their abilities in the outdoor building space. The big question, of course, on everyone’s mind is whether there will be a second wave of the virus and how that would impact renovation jobs. For now, though, the time is ripe for outdoor projects.
GLASS RAILINGS FOR THE WIN Once primarily of interest in cottage country, more homeowners in both urban and rural areas are looking to glass railing systems, like Liv Building Products InvisiRail. In fact, Churchill notes that the system has begun migrating into the home where it can provide safety around stairs or second floor overlooks but helps extend an open-concept design. Outdoors, he says property owners are using a mix of tempered glass to create a view with frosted glass on the sides to create privacy. “InvisiRail is one of the only glass railings on the market that can span 6’ between posts without a top or bottom rail, so the moment you sit down you don’t get that railing to obstruct your eyelevel view.” Nuvo Iron recently added two Aluminum Deck Railing Kits for Glass to their portfolio. The line, the company says, creates a clean, modern, open concept space outdoors. The kit supports 24x42”,
Photo courtesy of Liv Building Products
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FEATURE STORY // FENCE AND RAILING PROJECTS ON THE RISE
Photo courtesy of Nuvo Iron
36x42” or 42x42” tempered glass inserts and is available with black or white top and bottom rails. Mixing and matching of materials continues to be prevalent as homeowners look to turn their outdoor living spaces into more creative and unique showpieces, Pacheco says. Glass and lighting systems are the top trends this year, Pantelides adds. He says Regal’s railing system is a component system, giving it the versatility to add glass to systems installed years past or to create various combinations of glass
and aluminum. Combing LEDs with tempered glass, his company’s CrystalRail is gaining popularity, he says. A LOOK AHEAD TO 2021 In 2021, Pacheco predicts there will be a push for new colour pallets and choices and new shapes in the yard. “I think what everyone wants is to hit the fast-forward button on 2020. Folks will want a fresh start in 2021. I wouldn’t even call it speculation.” —
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THE GREAT OUTDOORS //