Contractor Advantage September / October 2012

COMPLIMENTARY

September/October 2012

CONTRACTOR ADVANTAGE

ALSO:

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Contents

Features

Net Worth / 20 Anyone who wants to stand out will need to take a close look at their online marketing strategies.

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The View From Inside / 27 Changing demographics, increased style choices and improved installation options is giving the interior door new life.

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Making moulding magic / 34 Moulding creates its effect through the artful play of light and shadows, but there is nothing artificial about the profits contractors can make.

Burning Issues / 40

Inside

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NEWS WATCH / 5 Alberta Awards Of Excellence NEW PRODUCTS / 7 New and improved products BUSINESS STRATEGIES / 12 Cash flow dialogue SMART MONEY / 14 Explaining the SR&ED ECONOMICS 101 / 16 How to be a better manager ONLINE MARKETING / 18 Generating online leads LEARNING CURVE / 19 Building up performance SEPTEMBER/OCTOBER 2012 Vol. 18 No. 5

Editorial Director Castle Building Centres Group Ltd. Jennifer Mercieca Managing Editor Paul Barker Art Director Mark Ryan

Castle Building Centres Group Ltd., with building supply outlets in every province, is Canada’s leading supplier of lumber and building materials to professional contractors, builders and renovators.

Publications Mail Agreement #40006677 Return undeliverable Canadian Addresses to: 100 Milverton Drive, Suite 400 Mississauga, Ont. L5R 4H1

Contributors Nestor E. Arellano Lawrence Cummer Victoria Downing Stefan Dubowski Josh Kerbel Charlyne Meinhard Paul Rhodes David Chilton Saggers John G. Smith

When it comes to installing wood-burning appliances the focus should be on location, chimneys and surrounding spaces.

Get more from the floor / 46 Durable, eco-friendly, cost effective and attractive: customers want it all in their flooring material. New products aim to please.

Greening the Basement / 54 Listen closely to homeowners when helping them with their dream basements and suggesting green appliance options.

Advertising Enquiries Vendors whose products are carried in Castle Building Centres stores have the opportunity to advertise in

Contractor Advantage

For more information or to reserve space in the next issue, contact: Jennifer Mercieca Director of Communications Phone: 905-564-3307 Fax: 905-564-6592 E-mail: jmercieca@castle.ca

Published and designed exclusively for Castle Building Centres Group Ltd. by Business Information Group Material Contact: Jessica Jubb 416-510-5194 Copyright 2012

CONTRACTOR ADVANTAGE

SEPTEMBER/OCTOBER 2012

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News Watch

Alberta Awards of Excellence in Housing finalists announced The Canadian Home Builders’ Association – Alberta (CHBA – Alberta) has announced the finalists of the 2012 Alberta Awards of Excellence in Housing. White Eagle Homes of Edmonton leads the competition with five finalists. Broadview Homes, Douglas Homes, Jayman MasterBUILT all of Calgary and Habitat Studio & Workshop of Edmonton followed close with three finalists each.

This year, Calgary region leads the competition with 25 finalists, close behind is Edmonton region with 22 finalists, Lethbridge and Central Alberta each have two finalists.

The Alberta Awards of Excellence in Housing, presented by RBC Royal Bank, will honour the top builders and renovators

from across the province during a special ceremony on Sept. 21 in Jasper.

Winners of each category will be rewarded and one builder will be recognized as the winner of the prestigious Ralph Scurfield Builder of the Year Award. CHBA – Alberta had a record-breaking 383 entries this year from builders and renovators across the province. The organization had 141 judges participate in the process and narrow down the entries to a select group.

“CHBA – Alberta had both a record number of judges and entries this year, which made for some very tight competition in many categories,” said CHBA – Alberta chief executive officer Jim Rivait.

June housing starts up from May Housing starts in Canada were trending at 218,500 units in June, according to Canada Mortgage and Housing Corporation (CMHC). The trend is a moving average of the monthly seasonally adjusted annual rates (SAAR) of housing starts. The stand-

alone monthly SAAR was 222,700 units in June, up from 217,400 in May. “The monthly increase posted in June was mainly attributable to multiple urban starts in Quebec and British Columbia,” said Mathieu Laberge, deputy chief economist at CMHC’s

“It is always thrilling to see so many builders participate in the annual competition and this year being our Association’s 50th anniversary adds to the excitement.”

CHBA – Alberta also announced the Safety Leadership Award finalists.

Sponsored by ATCO Gas, this year’s finalists are Broadview Homes, Falcon Homes, Parkwood Master Builder, Carpet Colour Centre, Great Canadian Roofing, A&B Concrete Pumping, Kitchen Craft Cabinets, Lee’s Sheet Metal, Landmark Group of Builders, Qualico Communities and Sterling Homes.

Winners will be announced at the Industry Leader Awards Breakfast on Sept. 22 at the BUILD Conference in Jasper.

Market Analysis Centre. “The rate of starts; however, remains close to the six month average. CMHC still expects the pace of housing starts to moderate as the year progresses.”

For some markets, CMHC uses the trend measure as a complement to the monthly SAAR of housing starts to account for considerable swings in monthly estimates and obtain a more complete picture of the state of the housing market. Analyzing only SAAR data can be misleading in some markets in some situations, as they are largely driven by the multiples segment of the markets which can be quite volatile from one month to the next, the organization said in a release.

The seasonally adjusted annual rate of urban starts increased by 2.6% to 199,500 units in June. Urban single starts decreased slightly by 0.3% in June to 67,500 units, while multiple urban starts increased by 4.1% to 132,000 units.

June’s seasonally adjusted annual rate of urban starts increased by 7.7% in Atlantic Canada, by 17.3% in Quebec and by 31.2% in British Columbia. Urban starts decreased by 6.9% in the Prairies and by 9% in Ontario.

Rural starts were estimated at a seasonally adjusted annual rate of 23,200 units in June.

CONTRACTOR ADVANTAGE

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New Products

Building Blocks

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Innovative Products for Today’s Renovators

MORTAIRVENT RAIN SCREEN MAT PREVENTS TOXIC MOULD

The Mortairvent Rainscreen Drainage Mat from Advanced Building Products Inc. provides effective drainage and ventilation specifically designed for use with most exterior siding materials.

Moisture that penetrates outdoor siding can cause toxic mold growth and possible structural failure, but the Mortairvent system’s 95% open design creates a continuous capillary break and channel for moisture to drain, while accelerating the drying of the exterior cladding. It also helps to minimize staining, peeling, and blistering of exterior finishes and includes a built-in insect screen.

Made from durable polymer material the mat is resistant to most known corrosive chemicals and resistant to mold or mildew. Easy to install, a two-ply design feature gives the rain screen strength, and serves to deflect mortar when used with stucco or masonry veneer siding.

The Mortairvent Rainscreen Drainage Mat is made from re-

cycled materials to assist in qualifying for LEED credits. Further information is available at www.advancedflashing.com

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DEWALT TAPE MEASURE DESIGNED TO IMPROVE PRODUCTIVITY

DeWalt’s 1.25”, 25’ Short Tape contains innovations that let contractors work alone on jobsites.

Where traditional tape measures can only grab worksite materials from the bottom, an oversized end hook gives the tape measure high grabbing capabilities. As well, the tape measure features 13’ of blade standout to maximize productivity and ease-of-use. A durable rubber slide lock on the blade standout can withstand the daily rigours of use, while a Mylar coating protects the tape measure from wear and tear.

A patented 3M Thermoplastic film on the first 6” of the blade extend its lifespan. The new tape measure also includes a high visibility blade, so contractors can see it in poor lighting.

The tape has a limited lifetime warranty and retails for approximately $29.99. Further information is available at www.dewalt.com.

CONTRACTOR ADVANTAGE

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New Products

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BLACK & DECKER INTRODUCES MOTION-ACTIVATED SCREWDRIVER

Black & Decker’s Gyro 4V Max Lithium-ion Rechargeable Screwdriver is the first motion-activated screwdriver that controls speed and direction, according to the company.

The screwdriver uses gyroscopic technology to allow speed and direction changes to be made with a twist of the wrist. By rotating their wrist one-quarter turn to the right users can switch to forward direction, or to the left for reverse. This eliminates the need to engage a switch to change directions.

The Gyro rechargeable screwdriver’s lithium-ion battery

holds a charge for up to 18 months, while remaining lightweight and compact. It costs $39.99, and features two standard screwdriving bits, jack plug charger and a two-year warranty. Further information is available at www. blackanddecker.com.

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DELTA BATHROOM FAUCETS CONTAIN TOUCH20 AND TOUCH20.XT TECHNOLOGY

Delta Faucet has introduced a line of bathroom faucets using the company’s Touch2O Technology, which allow users to turn the faucet on with messy or occupied hands with the tap of a wrist, elbow or arm.

First launched in 2008 for the kitchen, Touch2O allows the faucet to be tapped anywhere on the spout or handle to be turned on, or be operated manually with the handle. The faucets also automatically turn off one minute after being tapped.

For a more convenient hands-free option, Delta is also introducing Touch2O.xt, which allows the user to turn the water on by approaching the faucet’s sensing field or tapping the faucet anywhere on the spout or handle.

With Touch2O a Blue LED flashes to indicate that the faucet is in hands-free mode and remains constant to indicate the touch feature is activated. The LED turns red to alert the user when batteries need to be replaced.

The lavatory faucets, part of Delta’s Addison and Lahara bath collection, are available in a variety of finishes.

Further information is available at www.deltafaucet.ca.

CONTRACTOR ADVANTAGE

SEPTEMBER/OCTOBER 2012

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Colour featured is Taupe Slate

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Royal Estate is a perfect example of how engineers have combined IKO’s patented colour blending technology with their proven manufacturing process to create a premium product that protects your home from the elements and offers the sophisticated look of natural slate tiles.

Royal Estate shingles are designed to offer homeowners exceptional beauty, durability and value. They’re available in four natural-stone colors: Shadow Slate, Mountain Slate, Taupe Slate and Harvest Slate. All have algae-resistant granules embedded into the surface layer to keep Royal Estate roofs looking spectacular, year after year making this a lasting investment.

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New Products

SICO OFFERS PAINT COLOUR MATCHING TOOLS Sico Inc. has launched several new colour selection tools to assist contractors and homeowners with mixing and matching colours.

The company’s Colour Finder online application calibrates paint colours to give users the best possible matches using three simple steps. Users place a cardboard frame available at Sico paint retailers on the item they are matching, take a photo and upload it to www. sico.ca/colourfinder. Colour Finder then presents the nearest Sico paint colour and offers a choice of paint schemes to complement it.

Sico Deco Colour Lab, available for download at the Sico Website, allows users to upload room photos and experiment with different paint colours on their walls, ceilings, trim, furniture or accessories. Using more than 1,800 Sico paint colours, the tool recommends paint schemes, and prints out colour choices and required paint quantities.

For iPhone users, the company launched the Sico Colour Lab ap-

plication, which allows the selection of home décor colours on the go. Users can simply point their iPhone over an object or image to get a colour replica on their screen and identify its corresponding Sico paint colour, as well as colour schemes that might go well with it.

In the next issue of

Contractor Advantage •G reen Material Advancements •W indow & Energy Star Ratings • LEED

2013: Look Ahead •E ngineered Wood • Interior Paints CONTRACTOR ADVANTAGE

SEPTEMBER/OCTOBER 2012

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Business Strategies

Cash Flow Dialogue If you are working by the ‘seat of your pants,’ you are setting yourself up for some serious business problems in the dollars and cents department

BY VICTORIA DOWNING

Cash flow can be friend or foe. I have seen renovators racked by lack of cash, and that has never been so true as in the last several years.

When cash is limited, the business owner’s focus becomes robbing Peter to pay Paul instead of running an effective business.

If you are finding yourself dealing with the problems of too little cash in the business, spending hours each week trying to make too little cash stretch to pay too many bills, avoiding calls from vendors looking for payments, there is good news. I have seen renovators make striking comebacks with the help of vigilant money management.

There are four golden rules of cash flow that all successful businesses obey. They are: • Collect early.

• Take advantage of all early-payment discounts from vendors.

• If you cannot pay early enough to receive the discounts, then pay as late as you can without damaging credit.

• Last, but most importantly, be profitable.

What follows are nine proven practices for creating favorable cash flow in your business,by setting up contract draws that favour your company and collecting your money smartly.

Optimize contract draws Few businesses have the cash flow potential of remodeling, collecting a down payment up front to finance the cost of the job. (Using your client’s money is one of the most attractive benefits of our business.) It is not unusual for a renovator with a million dol-

Make bill collecting a person-to-person effort. Do not just print and mail additional invoices. Phone, discuss, and meet the customer in person to settle any confusion, questions or problems quickly. lar volume to have $60,000 to $90,000 of unearned client money on hand.

1. Whatever your system is for staging client payments, be sure that it keeps you reliably ahead of job costs until the very last draw.

2. Always word draws to become due “upon start of” a phase rather than “completion of” and you will maximize your cash and minimize your arguments with the customer. In doing this, you do not have to change the timing of the draw. For instance, you can substitute “upon start of trim” for “upon completion of drywall.”

You are simply trying to make the draws less open to conflicting interpretation.

3. Collect a first draw that is fair to the buyer, but gives you as much leverage as possible. Review any applicable local law. Often renovators ask for 20-30% down with mid-size jobs, and 50% with small jobs.

If the job is particularly material-heavy, consider a larger first draw. For instance,

Victoria Downing is president of Remodelers Advantage Inc. and is a leading authority in the remodeling industry. She has authored and co-authored several industry books, including The Remodeler’s Marketing PowerPak. She can be reached at victoria@remodelersadvantage.com or by phone at 301 490-5620 ext. 105.

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CONTRACTOR ADVANTAGE

renovators will typically collect 50% of the contract before commencement on a kitchen remodeling to compensate for the large volume of special materials that must be ordered.

4. Create two draws from the final draw: the first is substantial completion (when the space is ready for occupancy), and a smaller draw upon completion of the punchlist. If there is some material on backorder or some few punchlist items that must wait, many renovators let the client hold 200% of the value of those items until they are accomplished.

Be a Smart Collector

5. Hand deliver invoices and personally pick up cheques. Over a one-year period, this practice can make major inroads on cash flow problems.

6. When doing business-to-business work, such as commercial work or insurance reconstruction, find out at contract signing who will approve bills and pay them, and ask about the firm’s payment procedures.

Different offices may have to approve an invoice before it is paid. An invoice may need two or three signatures. Find out the client’s preferred system and work within it to obtain prompt payment.

Business Strategies

7. Charge extras for change orders and overages on selection allowances ASAP. Change orders can be collected upon signing by the homeowner. Selections that exceed the allowance can be billed as soon as you know the final amount.

8. Close out jobs smartly and quickly. The final bill is the most likely draw to be held by a homeowner. When you are slow finishing, they have no reason to be prompt in payment.

9. M ake bill collecting a person-to-person effort. Do not just print and mail additional invoices. Phone, discuss, and meet the customer in person to settle any confusion, questions or problems quickly. Collection experts know that every day a payment is late, collection becomes more uncertain.

And remember the bottom line: Be profitable. If you are working by the seat

If you are finding yourself dealing with the problems of too little cash in the business, spending hours each week trying to make too little cash stretch to pay too many bills, avoiding calls from vendors looking for payments, there is good news. of your pants, you are setting yourself up for problems. Instead, embrace your role as a business leader and learn about the dollars you need to run your company right.

Need help? Visit our website at www.

remodelersadvantage.com for your copy of our best selling book, The Remodelers Guide to Making and Managing Money: A Common Sense Approach to Optimizing Compensation and Profit.

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CONTRACTOR ADVANTAGE

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Smart Money

Explaining the SR&ED For contractors investing to stay ahead of the competition, this investment tax credit could reduce costs and preserve cash flow.

BY PAUL RHODES

A previous article provided the business owner with an overview of how the Scientific Research and Experimental Development (SR&ED, pronounced shred) investment tax credit system works and the conditions for qualifying.

Still, many business owners may not be aware that these types of expenditures qualify for federal government tax incentives.

This article will provide an overview of the credit program and the criteria and in addition, the changes proposed in the 2012 budget will be explained.

Incentives for research and development activities do exist at the provincial level; however, this article will consider only the federal program. For a Canadian controlled private corporation (CCPC), the federal program works as follows:

A qualifying SR&ED project must: 1. Be undertaken in a systematic manner by qualified personnel; 2. Address scientific or technological uncertainty; and 3. Aim to either create new scientific knowledge or advance the technological base of the company, even if that advance is incremental.

This definition means that certain activities are excluded, such as quality control and the routine testing of materials.

The company is entitled to an investment tax credit (ITC) calculated as a percentage of qualifying expenditures. The investment tax credit can be calculated using the following table:

SR&ED Expenditures

ITC rate

Up to $3 million* In excess of $3 million*

SR&ED Expenditures

Refundable portion of ITC earned on: Current expenditures

Capital expenditures

35%

100%

40%

20%

40%

40%

Non-refundable portion of ITC earned on: Current expenditures

Capital expenditures

Up to $3 million*

N/A

60%

In excess of $3 million*

60%

60%

The $3 million expenditure limit is an annual limit that applies for tax years that end on or after February 26, 2008.

Qualifying current expenditures include operating costs such as wages, materials, an amount for overhead and the cost of SR&ED contracts; while qualifying capital expenditures include the costs of capital equipment which endures over time. Any SR&ED work that has been subcontracted may qualify, depending on the specific terms of the contract in relation to the qualifying conditions.

Paul Rhodes is a partner at Soberman LLP. His professional experience includes providing assurance and advisory counsel to a number of clients in construction, manufacturing, real estate and internal audit engagements. Paul is a member of the Toronto Construction Association.

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Investment tax credits are first used to reduce current federal income taxes payable to zero. Any excess refundable ITC may be refunded to the company. Any remaining non-refundable ITC’s at the end of a tax year can be carried back to the three preceding tax years to reduce federal income tax paid, which will give rise to a refund of the income tax paid for those years. If there are still unused ITC’s they can be carried forward for up to 20 years, provided they were earned in tax years ending after 1997.

Budget changes The 2012 budget proposed the following changes: • The ITC rate for expenditures in excess of the $3 million limit will be reduced to 15% from the current 20%.

Smart Money

• Under the existing program rules companies claiming the credit can estimate SR&ED related overhead expenses using a rate of 65% of the SR&ED-related staff costs (referred to as the proxy amount). For calendar 2013 the proxy amount will be reduced to 60% and to 55% for calendar 2014.

• To date it has been possible to contract out the SR&ED function and include the contractual amounts as qualifying expenditures. The budget has proposed to limit this expenditure to 80% of the contractual amounts.

• Credits will no longer be received on capital expenditures incurred in 2014 or later years, whether the cost is incurred directly or as part of contract payments.

In order to stay ahead of the competition, many business owners in the construction field are forced to constantly improve their

products. The SR&ED incentive program is a way to reduce the actual cost of projects and therefore conserve cash flow. A business owner undertaking experimental work should consider a review of the business to determine if the SR&ED program is available.

When project expenditures qualify for this incentive, the next step is to ensure that the claim is maximized. It is important to ensure that your independent accountant is knowledgeable about the incentive program and is aware that a claim is to be made because there is often a conflict between income tax driven advice and incentive tax driven advice.

Any business owner working with a SR&ED consultant should ensure that the consultant and independent accountant work together to make sure the claim is maximized. For example, the expenditure limit is progressively reduced when either: taxable income for the preceding year exceeds

the small business limit or taxable capital exceeds $10 million.

The deadline for the company to file the claim is 18 months after the year end.

Therefore, if a project qualifies for the incentive and a claim is to be filed for the first time, the prior year should also be reviewed to see if a claim could be filed for that year also. This will ensure that the maximum benefit is obtained.

The budget changes will reduce the benefits available under the SR&ED program to some degree. However, for a business owner performing research and development work that qualifies the program is still of considerable benefit in reducing costs and ultimately in preserving cash flow.

This article has been prepared for general information. Specific professional advice should be obtained prior to the implementation of any suggestion contained.

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Economics 101

How To Be A Better Manager Bad managers ruin good employees; good managers create good employees. Learn to be a better manager in seven steps.

BY CHARLYNE MEINHARD

You can hire the right employees for your business, but if your managers do not manage them well, those good employees may wind up messing up, rather than stepping up.

Jen and Tim are managers of two totally different functions within Mid-Road Company, but they share the same frustrations about their employees.

“You won’t believe it!” Jen grumbles over her morning coffee in the company cafe.

“We’ve got to rework the entire proposal that Ronald turned in. I paid for his overtime last week to get it finished, and today I find he didn’t follow the prescribed format. I’m so mad at him for making us miss this deadline.”

Tim nods and snorts, “Yeah, my employees are worthless, too. They all start out so upbeat and sunny, but it doesn’t take long before they’re upset and slacking.”

Quick to blame their employees for mistakes, these two managers seem blind to their own failure to give needed direction and encouragement to their employees.

They do not see how much their poor management skills are contributing to their employees’ low performance.

Bad managers are everywhere. Like Jen, they may be new to managing others or, like Tim, may have been promoted reluctantly into management. Good technical managers can be bad at managing others when they have not received management training or mentoring by a good manager.

What to Do About It Three decades of field research with 100 midlarge size organizations across a broad industry cross-section give us seven key behaviours of

managers that encourage good employees and help them become top performers.

Jen and Tim became better managers when they learned to:

C:

R:

E:

hallenge employees with new opC portunities: Jen pigeon-holed her employees into routine tasks and offered little chance for them to learn new skills. Jen is applying this better management skill when she identifies which employees are ready for cross-training, are excited to take on additional tasks or show interest in growth opportunities.

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ecognize results in real time: Tim was R so immersed in his own work that he ignored the daily accomplishments of his staff members. With management training, Tim knows to observe employees’ on-the-job performance and praise an employee’s good results at the time of achievement. Employees feel appreciated for their efforts and want to achieve even more.

Ensure a healthy rate of change: Prior to coaching by her experienced manager, Jen regularly changed directions to her employees several times a day.

Her manager taught her how to avoid passing down knee-jerk reactions that confused employees and drained their confidence. She now holds short “huddles” every morning with staff to clarify goals and direction for the day.

Charlyne Meinhard is a speaker, trainer and Chief Results Officer of Next Level Consulting, a consulting firm specializing in change leadership, talent development and innovation. She is also the author of Change Agents to the Rescue! and Ahead of Change. She can be reached via email at Charlyne@NextLevelForYou.com or by telephone at 804-382-5054.

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E:

Adopt an open climate: Before getting valuable guidance from his boss, Tim would spout the company statement of “open-door policy,” then sputter when no employee would approach him about issues or concerns. His boss encouraged him to set specific times to meet with each employee each week. Tim is now more accessible, and his employees feel empowered to list their questions and issues to cover in their weekly 30-minute individual meetings.

Transcend the goal of making a profit: Previously, Jen hammered cost-savings so much that her employees began taking short-cuts on time and quality. She saw a bigger picture once she read and discussed the company’s annual report with her director. Jen now heightens employees’ awareness of their role in customer perception and long-term satisfaction. Employees respond readily to meeting and beating customer expectations.

They are more committed to accuracy, completeness, and timeliness.

Encourage flexibility and innovation: Before his “field trip” to key client sites, Tim demanded that his employees follow the same pattern of processing orders established years ago. Seeing and hearing client problems in real-time opened Tim’s eyes to the need for his department to change. Tim now regularly initiates problem-solving discussions with employees. They are energized by the opportunity to contribute and often surprise him with practical solutions that he never would have thought of on his own.

Economics 101

Think about yourself as a manager. Do you use the kind of management skills that will help your employees be the best they can be?

S:

Strengthen employee strengths: A significant step forward into good management for Jen and Tim was learning to set individual goals for employee development.

Complaining in public about faults previously dominated their interactions with employees. Private discussions on performance strengths now have Jen and Tim working positively with each employee. Building a strength-development plan offers more insight into each employee than either of them imagined.

“Haven’t seen you around the café for quite a while,” exclaims Tim when he sees Jen. “Would you believe my employees just presented to our director the new processing system they designed? I never thought they had it in them, but my extra attention has sure increased their productivity.”

“Yeah, who knew?” exclaimed Jen. “We’re seeing some real improvements in my area, too, since I’ve been communicating more with my employees. They’re actually a good bunch, some with potential that I didn’t see when I used to complain about them,” she admits.

How About You?

Think about yourself as a manager. Do you use the kind of management skills that will help your employees be the best they can be?

Now more than ever, all employees and managers need to be the best at their jobs, becoming highly productive problem-solvers who help grow the business.

Businesses can no longer afford to let managers get by with bad, or even average, management skills.

Focus on applying the tips above and you will upgrade your management skills for today’s world. You will create better employees, get better results and have less rework and frustration for yourself.

© 2012 Elmer’s ® Products Canada, Corp.

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Online Marketing

Generating Online Leads There are many ways to generate sales leads using online marketing.

Here are six ways to turn the Web into new prospects for your business.

BY JOSH KERBEL

Having worked on many new businesses, I know just how difficult it is to attract customers with a non-existent marketing budget. Much like fairies and unicorns, the “build it and they will come Website” simply does not exist.

The good news, though, is that things have changed. Social media and networking means that the Internet now offers so many free and low-cost marketing options. If your customers are online, and few people are not, you genuinely do not need a marketing budget any more, just your time.

Here are six ways to turn online marketing efforts into sales leads:

1. Start Blogging However cliché it sounds, if your business does not blog it is wasting the biggest free marketing opportunity available today. Chances are you have lots of opinions about your industry and even if they seem like common knowledge to you and your colleagues, there is a good chance they are brand new to your customers.

Blog about repointing bricks, different types of weeping tile or home insulation options. Your husband or wife might be tired of hearing about the virtues of mineral wool insulation, but your prospects might never have considered it.

The benefit of blogging is that the search engines love fresh, topical information, which is why blog posts are twice as likely to appear on the first page of Google as static Web-pages.

2. Capture Email Addresses Now do not go running to your nearest computer and dump all of your experience on to the Internet for others to use for free. Bundle

your expertise into a digital product, like an e-book, which interested prospects can download in exchange for an email. While a short book titled “Everything you wanted to know about window frames” might not be of interest to most consumers, you can be pretty sure that someone who wants to download such a book from your site is probably a qualified customer if you are in the window frame business.

4. Harness The Power of Online Video

3. Tweet Like Your Life Depended on It

5. Start Working Linkedin

Despite its silly name, Twitter is fertile hunting ground for prospects and free PR. You would be amazed at what people tweet about. Seemingly mundane aspects of everyday life fill twitter 24 hours a day. What people bought, what they are doing, what they plan on doing, what they are currently have problems with. You could probably spend hours a week responding to peoples tweets about home building, renovations and the like. What better way to build up a reputation by aggregating a group of followers who rely on your honest and unbiased advice.

The other great thing about Twitter is that journalists love it. The best way to reach out to journalists is to be where they are and short of sitting across a table from one during an interview, you will not get any closer than Twitter.

Even in industries where Twitter is not popular, it will be for journalists covering that industry.

Seek them out and find out how you can become a valuable resource for them. Do not automatically go into sales pitch mode. These people are hit up by hundreds of people, each with “great stories.” Start out by commenting on one of their recent stories and build the relationship from there.

LinkedIn is the world’s leading business networking site. By building up your connections and sharing your latest news and blog posts regularly, you can generate leads and referrals. Add your blog RSS feed to your Twitter Profile and connect your LinkedIn status with your Twitter account to channel your news seamlessly to your contacts.

One of the most over looked features of Linkedin is LinkedIn groups. Any LinkedIn member can create and host a LinkedIn Group. In addition to providing a forum for discussion and sharing news, you can email all of the group members if you are the group manager. Create a niche group on LinkedIn that relates to your business and use it as forum for answering industry related questions.

Josh Kerbel is Managing Director of Sales Funnel, a digital marketing agency that specializes in lead generation and prospect management systems. To get a copy of the free white paper, 8 Steps to Internet Marketing Success, please send an email to report.ca@thejoshkerbelproject.com.

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Pretty much every smartphone comes with a built-in video camera and rather than just using it to take funny videos of your family pet, why not put it to use building your business.

Make online video reviews of products you use, project you have completed or industry issues; anything that conveys your knowledge and expertise to prospective customers.

6. Host an Event Want to get face to face with a group of prospects in the least amount of time, hold an event. Rather than random, time-consuming sales calls, invite your potential and existing customers to a free event.

Use your blog, Twitter and Linkedin to promote the event and then use an online service like EventBrite to manage tickets and attendees. Remember to call around to local bars and restaurants as many will give you a function room in exchange for running a tab for the group.

Learning Curve

Building Up Performance Two books present ways on how to build the ultimate home and business, respectively.

DESIGN AND CONSTRUCTION OF HIGH-PERFORMANCE HOMES Routledge

Contractors and other building professionals are under increased pressure to achieve and deliver highperformance building design in the construction of residential buildings.

Design and Construction of High-Performance Homes from Routledge, a publisher of academic books, journals and online reference materials, was developed to respond to that challenge by providing a complete guide on building performance issues. The guide features solar-powered homes and the technology they use to attain net zero energy. As well, it details case studies of innovative homes that have incorporated low-energy solutions, new materials, alternative building assemblies, digital fabrication, integrated engineering systems and operational controls. The challenges and opportunities that come from use of an integrated design principle are also discussed in detail.

Divided into four parts, Design and Construction of High-Performance Homes looks at case studies, the architecture, engineering and integrated design approaches used to provide readers with all aspects of the case.

The guide’s four sections cover off: • Building envelopes, new materials and architectural design • Renewable energies, building systems and simulations • Integrated practice and residential construction • High-performance homes: case studies The book is edited by Franca Trubiano, a registered architect and assistant professor at Penn Design, University of Pennsylvania. Along with guest authors with specific expertise, she provides multi-disciplinary insights on design, architecture, engineering (civil, mechanical and electrical), construction and energy management.

RULES OF THE HUNT McGraw Hill Rules of the Hunt from McGraw Hill is written to cut through trendy advice and complex theories and give business owners straightforward, down-to-earth advice on growing their companies.

Author Michael Dalton Johnson, a successful entrepreneur of 30 years, acts as a mentor to the reader, outlining how to build and run a profitable business.

He shares insights into all elements of entrepreneurship from negotiations, recruiting and time management to “soft skills” like mental agility and personal growth.

The book aims to teach what business schools cannot. Anecdotes, tutorials, case histories and business horror stories are delivered in a casual, tell-it-like-it-is style.

Readers will learn: • Leadership - Creating loyalty, inspiring trust and motivation • Relationships - Forming bonds with customers, employees, suppliers and investors • Sales - How to engage and excite buyers • Marketing – Identifying, locating and promoting professionally • Technology – How to master the Internet • Operations – Getting things done the right way to grow profits • Foresight – Avoiding the pitfalls and planning for challenges before they come • Survival – How to maintain health and sanity while pursuing business goals Rules of the Hunt provides the art and science of successful entrepreneurship devoid of subjective theories and ideologies.

Both books are currently available from www.amazon.ca and www.chapters.indigo.ca.

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PHOTO: THINKSTOCK IMAGES

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Feature

NET WORTH

Online marketing can attract attention and build business leads, if it is based on a sound strategy.

BY JOHN G. SMITH

PHOTO: THINKSTOCK IMAGES

We Canadians are apparently a wired bunch.

Researchers who track Internet activity regularly identify Canadians as some of the most active Web surfers in the world. According to the Ipsos Canadian Interactive Reid Report, an astounding 80% of households have Internet access, and 37% are connecting through mobile devices. The numbers are even higher when focusing on those under the age of 55.

Online advertising and marketing efforts are making their own impact along the

way. Every month, 31% of Canadians click at least one online ad and 22% respond to email offers, the study discovered, and the online tools obviously deliver quality as well as quantity. Those who turn to the Internet in their search for household contractors are likely to be qualified business leads.

After all, they are already demonstrating interest in a specific service. Would anyone really search for carpenters or plumbers just to kill some time?

Still, it is easy to become lost in the crowded online universe where competi-

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PAINT A PICTURE, AND A BETTER RANKING, WITH IMAGES The choice of text is only the beginning. While search engines largely rely on written text to identify the subject matter on a page, they also give higher rankings to those pages that also include photos and videos.

The Website pages with video are 50 times more likely to rank in the first page of search results than the pages that have text alone, Quipp notes.

This content can be hosted a number of different ways, but he recommends uploading the moving images onto YouTube along with an accompanying description. Programming codes can then be used to add the video to a contractor’s own Website.

Meanwhile, any still photos of a contractor’s existing projects can also emerge in a search, helping to catch the attention of potential customers and even taking up more space in the list of results. “People’s eyes are attracted to pictures and the video,” Quipp says.

The added advantage is that the visual aids help to build the everimportant first impressions. Every image offers proof of a contractor’s past experience.

tors can take over higher rankings in search engines, dominate influential online reviews and ultimately secure a larger share of new business opportunities. Anyone who wants to stand out will need to take a close look at their online marketing strategies.

Search Engine People has helped a long list of national brands build their respective online strategies, and company founder Jeff Quipp suggests that contractors of every size could apply many of the same steps to their own businesses.

Consider these tips that he thinks should guide every online advertising and marketing program:

page to discuss kitchen upgrades.

The Website’s home page will also carry more weight than the pages behind it, so its text should include terms that are most important to the business. If a contractor specializes in bathroom renovations, the text should be dominated by phrases that would be used by people looking for the service.

Choose your language carefully Some terms will be more popular among potential customers than others. A quick visit

to Google AdWords’ Keyword Tool can help to establish the preferred wording, both at a local level and across the globe. Quipp also recommends matching the most popular phrases exactly, rather than choosing broader descriptions.

“You are going to want to prioritize,” he adds.

The most popular terms which match the contractor’s business should also be included in the Web page’s title, which will appear in the form of a link in any search results.

PHOTO: THINKSTOCK IMAGES

Build a search-friendly Website A Website’s structure can help to improve rankings through search engines like Google.

It is simply a matter of taking the time to consider how the rankings are established.

The search engine’s virtual tool known as a “crawler” will read a Website’s content to determine where the information relating to a search term can be found. If a single topic dominates the content on a page, it will be ranked higher than similar results on a page which includes a number of different topics. This is why Quipp recommends setting up a dedicated Web page for every unique service rather than lumping everything together. A general contractor, for example, might want to set up one page to discuss basement renovations and another

MARK THE MAPS

Contractors who use services like Google Places, and include “geographic delimiters” in their Website content to describe a home city or service area, will improve their listings under Google Maps, which will appear complete with online ratings and reviews. The details can also be supplemented with everything from an office’s hours of operation to a list of available services.

“The more information you have, the better it will be,” he says.

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The “metadata” that is loaded in a site’s code will also appear alongside these links.

“Try to make it enticing,” he says, referring to the choice of words in the metadata. “If you can include an offer and it gets pulled into the search results, this can help to attract attention.”

Establish “trust signals” The visitors to a Website do not have the chance to look a contractor in the eye, but there are ways that content can establish a feeling of trust. Quipp, for example, stresses the need to include information about everything from accreditation through the Better Business Bureau to awards from groups like a local chamber of commerce or newspaper.

An online presence also offers a great venue for testimonials, and online reviews carry added weight in search results. Nothing builds a sense of trust better than the

PHOTO: THINKSTOCK IMAGES

PAY PER CLICK

story from a happy customer.

Crawlers also tend to rank reviews on sites like Home Stars (www.homestars.com) quite highly because the service is vetted to ensure the ratings come from actual customers. “If you tell them who the client is, they’ll contact the client in the search for a rating,” Quipp says.

Manage your online reputation Social media sites such as Facebook, and destinations for online reviews, represent both a marketing opportunity and a challenge.

The Ipsos Canadian Interactive Reid Report found that 30% of Canadians log onto preferred social media sites every day, but that hardly means they will only find the positive stories about a contractor when they get there.

Angry customers were once limited to venting to their friends. Today they can post nega-

Another sure-fire way to get noticed is to adopt a “pay-per-click” advertising campaign, which will push links to the top of search results.

Any financed click should lead visitors to a specific Website landing page, complete with an enticing offer, Quipp adds. The goal, after all, is not simply to attract attention. Successful online marketers are looking to convert clicks into sales leads. “Whoever has the best conversion rate is going to win,” he says.

Many pay-per-click strategies fail when small businesses do not consider the nature of the offer, or even the way that staff members answer the phone.

“A lot of business gets blown right there,” he says. “Unfortunately, that’s when Website visitors are ready to buy.”

A reasonable budget for a pay-per-click strategy can be calculated by considering the share of phone calls that are converted into business opportunities, and the average value of the sales which follow.

Then it is a matter of testing different search terms and offers, and regularly measuring the results with tools like Google Analytics, which follow the paths that customers are taking to the Website.

tive reviews for everyone to see. “It stays there indefinitely,” Quipp says. “Part of social media is reputation management.”

One way to discourage competitors from writing false reviews is to ask for an invoice number so a specific issue can be solved, he adds. Reviewers will obviously lose credibility if they continue to vent about “problems” even after someone openly responds with a promise to address the issue.

Happy customers can also be enticed to post positive reviews, which can quickly drown out any negative reports and improve associated star ratings. It is why restaurants and retailers often promise rewards to those who fill out online surveys.

Contractors could do the same thing.

Still, businesses need to realize that individual social media tools support different goals.

Tools like Facebook or Twitter’s 144-character “tweets” will help to build long-term relationships, Quipp says. Photos of past projects that are loaded onto the image-sharing site known as Pinterest will offer a great way to showcase different work, and give users the chance to “pin” their favourite photos to inspire future ideas.

Contractors looking to build traffic to any of social media sites should include related links “above the fold” at the top of their Web pages, where they can easily be found, Quipp says. “Entice them to share what they are viewing or what they are reading.”

After all, he adds, “familiarity builds loyalty.”

Loyalty leads to business.

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Feature

The

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Inside From

Changing demographics, increased style choices and improved installation options is giving the interior door new life.

BY LAWRENCE CUMMER

PHOTO: JELD-WEN OF CANADA LTD

I

nterior doors may have been viewed as a simple commodity in past decades, but times are changing. As a result, contractors would be well advised to shore up their knowledge when it comes to trends and product options.

“Doors had become almost like drywall in that they had lost their identity,” says Mitchell Toews, business development director at Lynden Door in Abbotsford, B.C. “It used to be that they were like wall furnishings, but the construction industry lost its feel for them.”

Toews adds that the “relentless amount of construction over the last 40 years,” resulted in interior doors inheriting a vanilla reputation; however, he and others are anxious to help homeowners rediscover the door through wider choices.

As well, thanks to increased availability of pre-hung door options, contractors can now offer costumers more choice and premium products while saving time.

By explaining material and construction options to a customer, the contractor provides much more value. Also, since homeowners will be typically focused only on form

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and aesthetics, a good contractor will remind them of function.

“It creates an opportunity to be the ‘hero of the day’ and reap the benefits,” says Tom Eaton, regional general manager for Eastern Canada at Moulding and Millwork in Brampton, Ont. “There is more margin opportunity when selling a design chosen by the consumer, and more margin opportunity for the contractor when they are able to upgrade to a better functioning door.”o upgrade to a better functioning door.”

Changing demographics, changing needs

Population trends affect building trends, and in the case of interior doors, Canada’s aging population is no exception: empty nesters are moving into condos, or repurposing their homes to take on renters.

This shift away from single-family homes to multi-family units, and smaller living spaces is causing inhabitants to select interior elements like doors with greater care, according to Toews. It is a development that is proportionately greater in Canada than in the U.S. and one that he says Lynden Doors and its distributor Alliance Door Products have seen grow over the past four years.

“The baby boom bulge is a big part of it, since seniors are moving out of their family homes, or repurposing them,” Toews says.

“Even new homes are being designed to make room for Granny in the basement.”

For contractors, it will pay to bone up on the needs of multi-dwelling units, and recognize that they might find themselves dealing more often with landlords than developers in the future. In particular, with multi-family homes, the importance of doors with better security and sound control become more top of mind with owners, and style becomes even more important to residents as a result of limited space.

PHOTO: JELD-WEN OF CANADA LTD

Wood versus solid and hollow-core Homeowner interest in real, solid wood interior doors, over moulded panel, is on the rise. “There is a popular trend towards wood doors,” says Eaton. “They are kind of blending the elements of historical design and modern functionality.

“These are stile-and-rail constructed wood, not pressed panel doors; they are more craftsman-style doors, and that adds a lot of character and charm to a home,” he says. “Even when simple in design, a craftsman door adds elegance to a home.”

He adds that rather than being a “feature

door” that draws attention to the entryway of a single room, this trend is seeing homeowners outfitting the entire house with, for example, MDF or pine constructed-wood doors, rather than moulded doors that typically consist of MDF boards slapped together. Toews points to

maple and white oak as popular real wood options for interior doors.

Eaton is also seeing a move from traditionally popular hollow-core moulded panel interior doors to solid-core options such as Moulding and Millwork’s Safe ’n Sound

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We want the process of selecting new or replacement windows and doors for your next project to be as hassle-free as our products themselves. That’s why we have a wealth of support materials for everything we sell. From lengthy warranty information to specs and installation instructions, all JELD-WEN products come standard with the full knowledge and support of our 50 years in the business.

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PHOTO: JELD-WEN OF CANADA LTD

doors. Solid-core doors have at their centre wood fibre, particleboard or steel, typically surrounded by an MDF, wood or fibreglass veneer to create a durable finish. Traditionally popular for bathrooms and bedrooms, solid-core doors, like their solid wood counterparts, provide better sound-muting capabilities, privacy, and a heftier weight that may make them easier to open and close.

Importantly, while there is a premium for solid-core doors, they can easily be matched with the same “skin” as hollow-core doors to extend a consistent style throughout the home. The price differential of around $50 to $60 per door is not likely to break the budget of a major renovation.

Big, bold, but simple styles Homeowners sometimes tend to care about style over function and, while a good contractor should educate them on the functional values of solid-core, hollow-cores or wood, they also need to become familiar with the looks that are in demand.

“It depends on region, of course, but generally speaking there is a move to more clean and simple designs rather than busier, ornate types of design,” says Brad West, di-

rector of sales for Eastern Canada at JeldWen Windows and Doors. “It used to be the most popular door was the six-panel moulded door, but we’re seeing a shift towards twopanel doors and shaker style.”

In the province of Quebec, though, there is some leaning toward more unique styles that do not really fly in other parts of Canada. West urges contractors to differentiate themselves by visiting their favourite lumberyard or retail outlet and check out the design options available. “Suggesting the right design option might just be what it takes to set yourself apart from your competition.”

Consider also about how a fresh door design can be an opportunity to upsell and provide added value during particular room renovations. A kitchen reno might introduce the opportunity to install a unique door featuring etched glass reading “pantry,” a new bedroom might be improved by hanging a special closet door.

“For example, we have a hanging closet door with a built-in mirror on the inside,” West says. “If you are aware of that and you’re doing a master bedroom you can suggest it to the homeowner, because, chances are, they are not aware of it.”

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Toews says there has been a shift to more contemporary, “modernist” décor, but at the same time homeowners are looking for a bit more from their doors. To that end, Lynden Door has released the StileLine family of doors that bridges a gap he says exists between more expensive, custom architectural doors, which might be found in an office space, and those commonly seen in budget-conscious houses and condos.

“It’s priced somewhere north of a typical moulded door and south of an architectural door,” Toews says, adding that his company listened to the market to determine which species it could stock that would be both relevant and affordable in the residential space.”

StileLine doors have a clean, European-style with African mahogany, white maple or white oak finishes, and are available as hollow-core, solid-core or fire doors.

Interior designs are also following an exterior door trend and getting bigger, with the high ceilings of new homes allowing for 7’ and 8’ tall doors. These extra-tall doors are typically priced around the same as standard 6’8” doors.

Pre-hung for installation ease

PHOTO: JELD-WEN OF CANADA LTD, MOULDING & MILLWORK

In recent years, the biggest improvement from an install perspective has been the increased avail-

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ability of pre-hung doors. The pre-hung door combines the components of the door (slab, frame, hinges, jamb, mullion, latch hole and face hole) into one unit for easier install by contractors, as well as do-it-yourself types.

West says the pre-hung door systems have “taken over a big chunk of the market,” due to their convenience and the elimination of numerous install steps. “For a contractor or carpenter it simplifies the process immensely.” Eaton agrees, saying pre-hung door systems now make up about 20-30% of Moulding and Millworks’ door sales. “Most contractors now are asking for pre-hungs over knockdown units.” Of course, pre-hung doors are a benefit only in new construction or complete room renovations, not when replacing a pre-existing door that has already been framed and hung. West says a pre-hung system reduces install time by at least half and, while there is a premium to pay, costs come close to even when factoring the purchase of separate components.

Style choices do not pose a problem for contractors hoping to lighten workloads with pre-hung systems. In fact, even over-size doors are now available pre-hung, offering an opportunity for contractors to make mar-

gins on premium products; all while cutting time spent on installation. For homeowners, money saved from a faster install could mean an opportunity to afford a more expensive, show piece of a door.

“A contractor will have a far easier time in-

stalling a 7’ pre-hung smooth skin door than they would in the past with a 6’8” slab door and they will make a heck of a lot more money doing it,” says Eaton. “I think that is what every contractor wants: finish things earlier and have a little more cash in their pocket.”

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Feature

MOULDING MOULDING CREATES ITS EFFECT THROUGH THE ARTFUL PLAY OF LIGHT AND SHADOWS, BUT THERE IS NOTHING ARTIFICIAL ABOUT THE PROFITS CONTRACTORS CAN MAKE.

BY NESTOR E. ARELLANO

W

alls are often referred to as blank canvases with mouldings as their frames, an unfair analogy to mouldings, which in the hands of a skilled contractor can be works of art themselves.

The array of moulding materials available today spans a range of premium solid woods, cheap soft pine, MDF, synthetics and even reclaimed wood. This selection provides contractors a lot of room to express their creativity and help homeowners enhance the style of their abodes.

Importantly, specializing in mouldings or offering moulding installation and finishing as an additional service can be very profitable for contractors. For example, the Website TheJoysofMoldings.com estimates that a finishing carpenter can easily charge $648 for material and labour for installing and finishing crown mouldings on a 12’x12’ masters bedroom. Add on door trims for entry and closets, baseboards, window trims and wall mouldings and the total tab can run up to $3,198.

To visualize how much profit can be made, consider that the Website estimates a homeowner tackling the same job as a DIY project will likely only spend around $957.

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A show of light and shadows With the myriad of styles and patterns of mouldings in the market it is easy to overlook that moulding mainly relies on lighting to produce its desired effect, says Peter Branidis, branch manager of Moulding and Millwork in Milton, Ont. In its simplest form, moulding casts a combination of light and shadows onto a structural object in order to enhance appearance without changing its basic construction or applying paint.

“It is not just about piling on one strip of moulding over the other. In order to use mouldings effectively contractors need to understand how they are meant to work,” says Branidis.

For instance, adding a horizontal overhanging moulding to the surface of a wall will produce a dark horizontal shadow below the moulding. By adding a vertical element to the horizontal moulding, a light vertical shadow will be cast on the wall.

Graded shadows can also be created by using mouldings of different shapes. For example, concave mouldings produce a shadow that is darker at the top and lighter at the bottom. Convex-shaped mouldings produce

CONTRACTOR ADVANTAGE

a shadow that is lighter at the top and darker at the bottom.

“Concave­­ mouldings create a lighter shadow that can make a hallway look larger and give a room the feel of airiness. Convex mouldings will make a room seem darker or smaller but could add a sense of drama or seriousness,” Branidis explains.

Serving double duty Mouldings are not all for show. Traditionally, many types of exterior and interior mouldings served practical and structural purposes. For example, the elaborately carved

PHOTO: MOULDING & MILLWORK

Feature

arches seen in many heritage buildings actually serve to dissipate tensile stresses to keep the wall above it from crumbling down.

Inside the home, mouldings continue to serve many practical purposes says Branidis. “Window and door casings and trim do double duty as decorative elements which also seal the cracks and seams of door and windows edges thereby providing better insulation.”

Baseboard or shoe mouldings were originally intended to protect the base of walls from being scuffed and dinged. Chair rails were actually meant to be just that: they pre-

vent chairs from scraping the walls. Plate and picture rails are not just fancy wall accents. Grooves are carved onto the top surface of plate rails to hold up plates, framed pictures and other treasured knick-knacks so they can be displayed.

Crown and cornice mouldings also effectively hide joints between ceilings and walls, and mask imperfections or unevenness.

Material world Plaster and stucco may offer the ultimate in moulding high style. These materials allow for many intricately carved and moulded de-

signs and their sturdiness enables them to be used outside the home as well.

Still, plaster and stucco can be heavy materials and are not easy to install. Manufacturers today are able to replicate their attractive designs on lighter and cheaper materials such as solid wood, MDF, and synthetics.

Tyler Murrell, branch manager for Madero Distribution in Winnipeg, says cherry, maple and oak are favourites among homeowners looking for high-end solid wood mouldings. “These are woods that stain very well and show beautiful grain when finished properly,” he says.

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Van Veen, manager of customer service for Century Wood.

“Some companies import distressed wood that has been banged up to look old, but for the natural weathered look, reclaimed wood is the best,” says Van Veen. “You do not need to worry about the bug holes, scratches and cracks they are all part of the look.”

He says the company’s supply of old hemlock, pine and beech are sought after for flooring, stairs and cabinetry, but some architects and designers also specify reclaimed wood for door and window casing as well as fireplace mantles.

Beware though: reclaimed wood can cost twice as much as their newer counterparts.

That is because preparing them for reuse is labour intensive. For example, Century Wood takes care to remove nails, bolts and other metals from the salvaged lumber and also kiln dries the wood to ensure it is moisture free.

ELEMENTS OF STYLE In addition to convex and concave mouldings there are a few other moulding styles to remember: OGEE This is a combination of convex and concave moulding that creates a particular effect of contrasting light and shadows.

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exposed to in busy areas. The company also produces exterior-grade PVC that is well suited for trim in deck areas and front porches.

“One great advantage of PVC is that it is moisture and mildew resistant. This makes them the perfect moulding material for kitchens and bathrooms where the moisture could damage MDF and wood products,” says Sudano.

In recent years, PVC mouldings have become very popular especially for condo units that have cement walls. “Cement walls do not take well to nailing which wood and MDF products require. Foam-core mouldings can be installed using only adhesives,” Sudano adds.

For a really unique look, contractors can also suggest so-called reclaimed lumber.

They are actually salvaged and often roughhewn used wood. Kept bare or stained, these woods have a natural patina that exudes a worn-yet-charming appeal.

Century Wood Products of Orton, Ont., is among the country’s pioneers in offering reclaimed wood. The company sources wood from wooden barns up for demolition or torn-down homes and buildings, says Bill

CONTRACTOR ADVANTAGE

GREEK CROWN MOULDING This slightly ornate style feature such highrelief details as acanthus leaves, embossed wreaths, egg-and-dart and rose-and-rope vine designs.

DENTIL CROWN MOULDING A popular design that uses alternating blocks and spaces that bring to mind the shape of teeth. This design generally has no curved relief projections and is often favoured for most minimalist décor.

TWIST OR ROPE DESIGN This elegant design uses a pattern which consists of low-relief friezes of twisted rope. More ornate versions use an acanthus leaf frieze. This design creates a greater range of contrasts.

Contractors need not have a degree in design to dial up the drama for the client’s home, says Branidis.

“Aside from the basic styles, contractors can also mix-and-match two or more patterns to create what are called a built-up moulding,” he says.

For example, the streamlined Craftsman

PHOTO: MOULDING & MILLWORK

High class woods also have top-drawer price tags. Expect to pay anywhere from $3/ft. to upwards of $6/ft. for these type of mouldings, according to Murrell.

MDF mouldings which cost around 60 cents/ft. are an excellent alternative for customers seeking to cut cost. “Paint-grade MDF is ideal for treatments that need to be painted rather than stained. They are not ideal for staining but show off colour very well. MDF is available plain or with carved designs suitable for classical or modern interiors,” says Branidis. Those looking to save on time and labour cost can also go for pre-finished MDF such as the company’s FinTek pre-painted mouldings that are ready to install.

PVC or foam-core mouldings are made of cellulous substrates and are ideal for interior or exterior use, according to Angelo Sudano, vice president of marketing and product development at Plastibec Millwork.

Most PVC mouldings come pre-finished and cost around $3/ft. They come in various colours.

Plastibec specializes in rigid PVC products that are sturdy enough to resist dings and scuffs that most baseboards and chair rails are

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style that may be found in most minimalist interiors can be achieved for a doorway by using flat mouldings. To create a Victorianinspired theme, a coved cornice can be added onto the flat moulding.

The same principle can be applied to crown mouldings, wall trim, baseboards and chair rails.

“Don’t be afraid to mix it up, but be mindful of moulding proportions,” says Branidis.

“If you are unsure of the look, try creating a small model first to make sure doorways trim does not clash with those on the windows.”

Such a predicament can be avoided by using moulding kits, according to Sudano of Plastibec. “For example our wainscot kits offer wainscots of the same pattern in varying sizes so that contractors will have the trim they want in whatever proportion they need.”

Many manufacturers offer full fireplace surround and mantle kits. These are typically onepiece units that come in size made to fit most popular fireplace dimensions. Such kits can help contractors cut down installation time.

crown than use a single-piece crown. This is because smaller mouldings are easier to handle and cut than to adjust larger mouldings to fit into place.

When cutting inside crown corners, cut the back point of the moulding with a sharp Exacto-type knife. This makes adjustments easier because wall corners are seldom a perfect 90° angle.

When working with hardwood, pre-drill the moulding before nailing to prevent splitting. Use a moulding knife for a cleaner cut when dealing with small pieces.

Avoid wastage. When installing wall panels, use making tape first to plot where your

mouldings will go. This will help you evaluate the correct dimensions and quantity of moulding to use.

If you opt to stain your moulding, do a stain test on a small, sanded piece of the material before installation to make sure you will achieve the desired result.

If you are painting your moulding, consider using a higher sheen paint than the one used on the walls. This will make the treatment standout and make cleaning easier.

Installing mouldings is much like any carpentry work, says Branidis: “To make sure things come out right, remember to measure twice and cut once.”

Nail the perfect moulding job Make sure your moulding installation is picture perfect by following these simple tips: Before installing mouldings, allow them to acclimatize to room temperature for 24 to 48 hours.

Remember to make allowances for existing constraints and fixtures such as air conditioning ducts, heating systems, switches and outlets.

It is easier to cut and install a combined CONTRACTOR ADVANTAGE

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Feature

Burning ISSUES

When it comes to installing wood-burning appliances the focus should be on location, chimneys and surrounding spaces.

BY JOHN G. SMITH

M

ore than one million Canadian homes generate some of their heat with wood-burning appliances, and there should be little surprise that the numbers are so high. Woodstoves and fireplaces have been heating Canadian homes for, well, about as long as there have been Canadian homes.

As familiar as the appliances may seem, however, today’s models share little in common with those that were installed just a few decades ago. Advanced Technology Wood Burning Appliances have been on the market since 1990, and are about one-third more efficient than older units such as the airtight stoves available in the 1970s and ’80s, according to the Canada Mortgage and Housing Corporation (CMHC). Woodstoves are now limited to generating no more than 7.5 grams of smoke per hour. Some models create less than half that level.

Older woodstoves struggle to reach efficiencies of 40 to 60%, adds Jesse Richer, product and technical manager for Selkirk, which offers chimneys and fireplaces through select Castle Building Centres 40 |

SEPTEMBER/OCTOBER 2012

locations. “Most of your heat was going into the chimney.” This changed when woodstove manufacturers began to introduce secondary burn areas and began to preheat the air fed into each appliance.

As efficient as today’s designs may be, contractors need to take care when recommending where the appliances should be installed.

The process begins by considering what the appliance will heat, says Richer. In most cases, the radiated or convection heat from a stove will be limited to the room where it is located.

Customers who want to heat an entire home with a wood-burning appliance will need to consider a certified fireplace that includes ducts.

Anyone who installs a woodstove in the basement with plans to heat the main floor will be disappointed because the heat will be slow to rise, and the fires will need to be so high that the heat around the stove itself will be unbearable.

Homeowners who lack easy access to piles of hardwood can be prime candidates for

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pellet stoves, which deliver a strong and constant source of heat, she adds. Coupled with an automatic feeder, these designs maintain a consistent fire with very little attention.

Officially known as Desified Pellet Technology, the pellet stoves are fed with dried ground wood or biomass compressed into 1x1/4” pellets, which are stored in a related hopper that holds about 40 lbs. of fuel. A screw auger feeds fuel into the fire at a controlled rate.

As carefree as their flames may be, these appliances are a little more complex than traditional woodstoves. They include three motorized systems including the auger that transfers the fuel, a fan to control exhaust gases and the air for combustion, and a circulating fan that forces air through the heat exchanger. The auger and blowers alike will require ongoing care including daily, weekly and monthly maintenance. Firebox walls, the heat exchanger, burn pot and ash pan will all require regular cleaning.

The chimney Once a wood-burning appliance of choice is selected, it will be relatively easy to install.

Many insurance companies require woodburning appliances to be installed by contractors who are certified through the Wood Energy Technology Transfer (WETT) program, but projects can also be inspected after the fact.

Most of the initial planning will focus on the location of the appliance’s chimney. When attached to one of the new generation of appliances, it needs to reach through the warm space inside a house rather than up an outside wall. Otherwise, smoke in the chimney will condense and form unwanted creosote.

Today’s chimneys have also advanced like the stoves themselves. The space between the inner liner and outer shell on a certified double-wall flue pipe helps to retain the heat in the gases, and this will maximize drafts and minimize creosote.

The most effective plans include a flue pipe that runs straight up from the appliance’s “flue collar” to the base of a chimney and up through the roof. “The rule of thumb is the chimney should be within 5’ of the appliance,” Richer says. “You want to avoid long, horizontal angle runs.” Even if bends are required, there should be no more than two 90-degree elbows.

“Find the best path for the system, because it is a system,” she adds. “It’s a pretty easy installation as long as you read the instructions and follow the codes.” Those local

building codes will help to address the steps relating to joists or rafters that might need to be cut and braced to make a path for the chimney, especially in cases when the route needs to be altered to avoid a living area.

A single-wall flue pipe should be at least 18” from any combustible material like framing, although that distance can be halved if there is a proper shield on the pipe or combustible

surface. There should be no more than 10’ of straight pipe and a maximum of 3’ in any unsupported horizontal length which slopes up at least ¼” per foot.

Meanwhile, there should be at least 15’ between the floor of the appliance and the top of the chimney. The top will need to extend at least 3’ above the point it exits the roof and be 2’ higher than any other roof, building or obstacle that can be found within a 10’ radius.

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The crimped ends on every piece of pipe should also point toward the appliance, while every joint will need to be secured with no fewer than three screws.

Around the stove

Opportunities for upgrades Advanced fireplace designs include a firebox and heat exchanger surrounded by an insulated sheet metal casing, while the sides and rear are enclosed with a wood or steel stud frame sheathed in drywall. They can also be

installed on a normal house floor without any reinforcements or air intakes. The room air is drawn in through a grill under the firebox, passed through a heat exchanger, and returned through a grill at the top of the appliance or through ducts that are routed to grills above the fireplace or in other rooms.

Conventional fireplaces can also be upgraded with glass doors or a special firebox liner in the name of efficiency. The inserts that work as well as a modern woodstove will simply need to be attached to a stainless steel liner that stretches from the flue collar to the top of the existing chimney.

Potential upgrades are not limited to the appliances themselves.

Rooms with a high ceiling can benefit from a ceiling fan to circulate the heat, while removing drywall above an interior door can help some of the heat flow into an adjoining room, particularly if the opening is supported with a small fan that sits in the top corner of the doorway. The furnace fan itself can circulate the air fed through cold air returns.

Installers who follow steps like these will have the best chance of meeting their clients’ burning desires.

PHOTO: SELKIRK PRODUCTS

Down below, the base of the stove itself should sit on top of a floor pad made of sheet metal, grouted ceramic tile or brick, mostly to protect against a fire caused by any live embers that escape the stove. These pads should extend at least 18” in front of the loading door, and 8” beyond the sides and back.

The space around the stove will be dictated by the model of appliance that is installed. An uncertified radiant stove, which requires the most space, will need about 48” of room around each edge, while stoves surrounded by jackets for convection air will need at least 36” of space.

Still, there are options for those who want their woodstoves to take up less floor space.

CSA Standard B365 identifies a number of shields made of everything from permanently mounted sheet metal to ceramic tiles that can be used to reduce the required clearances.

There will need to be at least 7/8” between

any shield and combustible material, between 1” and 3” of clearance below the shield, and at least 3” of clearance at the top of the shield.

Any related adhesives will also need to stand up to high heats, and any mounting hardware has to be located more than 8” from the appliance’s vertical centre line.

A shield made of 29-gauge sheet metal might reduce clearances at the side and rear of the appliance by 67%, and half the distance required at the top, as long as non-combustible spacers like metal wall strapping are used to keep it 7/8” from combustible material. In contrast, ceramic tile can cut the required clearances at the sides and rear by as much as 50%, and reduce the space needed at the top of the stove by 1/3.

Commercially produced shields can make differences of their own, and in select cases can be attached directly to a combustible wall without any air space behind them.

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Feature

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Feature

Get more from the

PHOTO: STAINMASTER CARPETS

FLOOR DURABLE, ECO-FRIENDLY, COST EFFECTIVE AND ATTRACTIVE: CUSTOMERS WANT IT ALL IN THEIR FLOORING MATERIAL. NEW PRODUCTS AIM TO PLEASE

BY STEFAN DUBOWSKI

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H

omeowners expect an awful lot from flooring. It must be durable, attractive and, if not inexpensive, then at the very least, cost effective (read: if the material is pricey, it had better be especially durable, and it should score some major points in terms of appeal).

Fortunately, flooring manufacturers have new products designed to meet homeowners’ high standards. Contractors can point to cork and bamboo as versatile and environmentally-friendly options. Vinyl has shed its bargain-basement reputation, and carpet suppliers aim to make a comeback with longlasting and comfortable offerings.

PHOTO: PERMASTONE

The case for cork and bamboo Cork certainly is not a new flooring material.

It has been used in commercial projects for decades. Talk to John Vloet, director of corporate accounts at flooring distributor Midcon Industries Inc., however, and you learn that today’s cork options are nothing like previous iterations.

In the past, cork was applied as a single sheet. Today, it comes in planks (solid cork or engineered cork applied to fibreboard) or tiles.

The cork itself comes from recycled wine corks or from cork oaks in Portugal. The bark is harvested by hand once every 10 years or so. Each tree yields 12 to 13 batches of cork over its 150 year lifespan. According to the Cork Institute of America (a membersupported organization that promotes cork) Portuguese law prohibits cork oaks from being cut down, protecting the resource.

Midcon’s subsidiary Quickstyle Industries Inc. offers cork with a moisture-resistant HDF core, making it ideal for basements, family rooms and dens. It works well in high-rise condominium projects as well, since the HDF midsection is designed for click installation and relatively quick to install, Vloet says.

A variety of cork consistencies makes this material particularly versatile. Small granules present the classic cork-flooring look.

Medium-sized granules offer a more varied appearance. Large granules provide a highly textured appearance. In peeled cork flooring, the material is laid together in strips, displaying the tree’s natural grain. Burled cork combines chunks and smaller pieces for a wavy look. Cork can be left natural, stained or painted.

Bamboo is another option that is growing popular, Vloet says. Like cork, it is considered an environmentally-friendly product: bamboo

grows back relatively quickly. In just three to five years the plant is ready to be harvested again, making it a highly renewable resource.

Quickstyle offers nail-down or click-together bamboo flooring. “Most customers today choose the click-together product, because that allows it to go into high-rise condominiums, where it is becoming popular,” Vloet says.

There are different styles of bamboo flooring Stranded bamboo consists of ground-up and glued-together pieces for a varied and deeply textured look.

In horizontal bamboo, the knuckles or nodes of the grass are apparent, highlighting one of the natural features of the material.

Vertical bamboo looks similar to plank hardwood. It is particularly popular among customers who want a clean, contemporary style, Vloet says.

Cork and bamboo can be less expensive than hardwood, he says, explaining that with more cork and bamboo in production than ever before, prices have decreased.

Cork and bamboo installation is similar to hardwood. The relative humidity in the house should be constant at approximately 40-50%, and the material should be left uninstalled in the project area for 72 hours so it can acclimatize to the location. Otherwise the flooring could buckle or gap over time.

A new spin on vinyl Cork and bamboo may be options for homeowners who seek a high-end finish, but vinyl is another contender in the luxury market. Although it used to be considered ideal for seriously budget-constrained projects, new luxury vinyl tile (LVT) options have elevated vinyl into a higher budget bracket. Products such as Tarkett’s PermaStone and Congoleum Corp.’s DuraCeramic are among the contenders.

Flooring experts say luxury vinyl is attractive, durable, and easier to walk on than ceramic and other hard surfaces.

“A ceramic or porcelain tile is very hard on your back,” notes Al Ridley, account executive at flooring provider Stevens Omni Inc. “You’re walking on stone. With luxury vinyl tile or vinyl

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plank, it’s a cushion floor. It’s more forgiving on the back. Plus it’s warmer.”

Canada’s demographics favour vinyl. As the baby boomer generation grows older, people in this age group will want flooring that does not exacerbate the aches and pains associated with advanced years.

Vinyl is also versatile, Ridley points out.

He notes that it can be made in plank form to mimic hardwood or as a tile for installation in areas where ceramic and stone traditionally go.

Still, it can be difficult to convince customers to invest in a more expensive (if higher quality) material like luxury vinyl when there are less expensive options on the market. Ridley recalls a discussion with a customer who wanted to save money, but went about it in a way that would prove costly and time consuming.

“I did a university residence complex,” he says. “They had been buying 99 cent laminate. They bought it year after year, because the students would have a party, they’d fall over, they’d spill their beer. They didn’t care.

It would ruin the floor.” So every year the school had to replace it. The customer told Ridley that it did not matter because the

flooring was so inexpensive. “I said to him, ‘Why don’t you spend $4 a square foot for a floor that lasts way more than a few years?’”

Longevity is the name of the game. Still, there will always be a call for inexpensive products like laminate even though it is not considered to be the longest-lasting material.

“Laminate is never going to go away,” Ridley says. Stevens Omni still sells quite a lot of laminate, but there are many manufacturers, so it is possible that a market consolidation is in the offing. “Something’s got to give at some point,” he says.

Carpet’s comeback Laminate’s popularity has plenty to do with the trend towards hard flooring surfaces, and away from soft surfaces. Over the years, hard-surface manufacturers have made the case for oak, walnut and other durable materials, arguing that they are not only eye appealing, but also better for homeowners’ health than carpet is. These days, common wisdom suggests that carpeting is relatively difficult to clean and not recommended for people who have allergies exacerbated by dust and dirt.

The Carpet and Rug Institute (CRI);

however, presents a different side to the story. Supported by carpet manufacturers, the group points out that carpet is better at trapping allergens than tile or wood is.

Those trapped allergens cannot circulate in the air and cause allergy attacks. CRI-approved vacuums suck up the dirt and dust from the carpet, effectively making carpeted areas better for allergy sufferers than noncarpeted areas are. (To learn more about CRI-approved vacuums, visit the group’s Website: www.carpet-rug.org. Click on “Residential Customers,” “Cleaning and Maintenance,” and “Seal of Approval Products.”)

The institute also puts a different spin on the fact that carpet emits volatile organic compounds (VOCs). CRI argues that carpeting actually emits lower levels of VOCs than paint does, and VOC emissions from carpets dissipate quickly, within 72 hours after installation.

Even if the CRI is right, there is no question that the carpet market is not as strong as it used to be. Certainly the economic downturn that started in around 2008 did not help matters. Steve Griffith, chief marketing officer of carpet manufacturer Invista, says the industry is still struggling with the effects of the global financial crisis. “We have seen

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very little, if any, recovery across the flooring market recently and the market is still off by approximately 40% since 2006. The carpet market remains about the same as last year; and we have seen an uptick in hard surfaces, specifically as it relates to hardwoods and luxury vinyl tile.�

Invista is pulling out all the stops to reignite the carpet market. One of its latest products: Stainmaster TruSoft carpeting consisting of soft nylon fibres, making it Invista’s softest Stainmaster carpet ever. TruSoft is designed to stay soft over the long period while continuing to offer standard Stainmaster benefits such as stain and soil resistance.

Asked for installation tips, Griffith says that in addition to buying high-quality carpeting, homeowners should invest in a good carpet cushion and padding to extend the life of the carpeting.

Time will tell if new carpet offerings such as TruSoft will convince homeowners to reconsider soft flooring material. In any case, if customers continue to insist on hard surfaces, contractors have an ever-widening range of options to recommend, including durable, comfortable luxury vinyl, and ecofriendly yet attractive cork and bamboo.

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Feature

GREENING

THE

BASEMENT

Listen closely to homeowners when helping them with their dream basements and suggesting green appliance options.

BY DAVID CHILTON SAGGERS

A

ny basement renovation, green or not, starts with what and why: what does the homeowner want, and why does he or she want it?

There is any number of answers to each question, though, when the extraordinary have been eliminated, what is left is a commonplace. Most homeowners renovate because they want extra space; they might want to house a parent or a university-age child. It may be that they want a home office, home theatre or, increasingly, home gym. It could be that their basement, once remodelled into a separate apartment, will provide an income to help with the mortgage. It might

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even be that they want a modern version of that old standby, the rec room.

Adrienne Kavanagh, principal at AK interiors in Vancouver, puts it this way: “What is their vision? What will they do down there?”

Remember too, Kavanagh continues, a homeowner may have a vision for a basement, but she suggests that a designer talk him or her through it to work out any possible kinks before a contractor is hired. At the same time, says Bob Assadourian, president and CEO of Triple R. Inc. in Hamilton, Ont., calling city hall to find out the permissions needed for basement renovation is crucial.

Answering what and why is the easy part; the next step is far more difficult. Homeowners and their contractors need a plan to work from. That may seem obvious, but it is not always the case among householders.

“The first thing they should consider is some plans, some drawings,” says Abram Mullett, owner of Abram’s Contracting in Toronto. “It depends upon the basement.

If it is just a simple renovation like maybe a washroom and a rec room, it is pretty straightforward, but if it���������������������� is������������������� going to be a bedroom, washroom, that type of thing, then we need to get some plans.

“I know I go to do quotes and people have not got a clue what to do, so we start from scratch and get some drawings.”

The homeowners can do the drawings themselves, he continues, or can hire a professional to prepare them. Mullett says he has had clients who have been very good at drawing their own plans and others who lack even the basic skills to show him what they would like, so either they spend a couple of hundred dollars to get them on paper or, for the simpler jobs, he does them himself.

What must the plans cover? That depends on the renovated space’s purpose. For example, a home theatre and a university student’s separate quarters will differ. In other words, understanding how the basement will be used means understanding any necessary mechanical changes that the renovation may require. In addition, building codes and municipal bylaws must also be observed.

Once the plans have been drawn up and approved, the next step is to repair anything that needs repairing. Major water leaks, and any flooding in spring, must be fixed.

It could mean sloping the grade and directing downspouts away from the foundation, and will require excavation, damproofing,

a drainage system and exterior insulation.

Further, Natural Resources Canada says any sign of dampness must be addressed: stains, mold, a musty smell and so on. If it is minor dampness then it can be fixed from the inside, but if it is more serious then it has to be tackled from the exterior. As for a crack in a basement, professional help is needed to see if structural repairs are necessary.

Something else to consider is the furnace.

Will the one that is already installed be up to the job of heating the newly renovated area?

Will a new appliance be needed? If it is larger and more powerful, will it be noisier and interfere with phone conversations in a home office or movie watching in a home theatre?

Let us suppose the plans have been finalized and permits obtained and pre-renovation repairs effected. What’s next? Unless the homeowner is very handy and very brave, Moe Abbas, president of Ottawa General Contractors, suggests turning matters over to a professional.

In his own business, Abbas says he takes any basement project up to a certain completion level and then the homeowner can take on some of the work himself. “The work that they do is painting, at the end of the

HOME THEATRE ANYONE?

In the last few years, advances in digital technology have forged ahead and have put sophisticated audiovisual equipment within reach of just about every budget. So why not consider a home theatre during your basement’s renovation?

The special cabling or wiring required for a home theatre installation should be done by someone who specializes in such work. That really is best left to a professional. A homeowner or a contractor may be absolute wizards at other aspects of basement renovation, but when it comes to placing power sources correctly so the intended audience can enjoy surround sound and big screen movie fireworks they may have to defer to others. It will be quicker for one thing, and will not hold up the finishing of walls, floors and ceilings. Of course, if the sound system is going wireless, an increasingly popular option, then pre-wiring frame walls is unnecessary.

After the wiring, which came after obligatory checks for moisture because that and electronics do not go together, of course, comes the acoustics. The best general recommendation is to soundproof or shut out as much noise as possible. There will be times when someone upstairs will want to read, not watch a movie or TV in the basement and it could get complicated. Remember too that the dimensions of the basement are an important factor. The length and breadth of the space should not be equal or multiples of each other. That is necessary to reduce the effect of resonance, as they cause peaks and valleys in the frequency of sound. Floor coverings will also improve acoustics and so will wood sub-flooring.

Lighting in a basement home theatre can be problematic. Viewers will want to watch in the dark but plenty of light before and after the movie, so ceiling lights with dimmer switches and blackout curtains across windows that let in natural light will be a godsend in both situations. Just about everything else about a basement home theatre is down to the homeowner’s desires, even the choice of popcorn. — David Chilton Saggers

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day. They may do trim, they may put flooring in, but that is where it ends because they are not going to go and do any of the critical trades work; anything that affects the critical path of the work we do not allow the homeowners to touch.”

Unless homeowners like risk and have a high tolerance for stress, they should leave everything to the pros and discuss with them any budgetary concerns they have, Abbas counsels.

Despite the record breaking heat wave that has overwhelmed parts of the country this year, Canada remains in the cold weather camp and furnaces are the one indispensable item in any household.

In any green renovation, fuel economy must be considered. CMHC says since calculating prices for electricity, oil and natural gas are “nearly impossible” given the unpredictability of energy costs these days, the best advice is to make a calculation based on current prices in one’s own locality.

To help out, CMHC offers a rough comparison of heating an older house in Ottawa that allows the homeowner or his contractor to plug in fuel prices and the efficiencies of the furnace being considered to determine relative costs. The equation can be found at www.cmhc-schl.gc.ca.

CMHC says that a hypothetical Ottawa house would cost $974 a year to heat with a 92% efficient gas furnace installed. Since 2010 only high-efficiency gas furnaces have been sold in Canada and range from 89- 96% efficiency. There is also a heat-loss measure available from the Canadian Standards Association, or a furnace sizing calculation from the Heating, Refrigeration and Air Conditioning Institute of Canada (HRAI) that homeowners must pay for.

Once a furnace has been chosen, it may be time to consider a greywater management system whose holding tank is installed in the basement.

The idea of reusing water from showers and baths, washing machines and hand dish washing to flush toilets and water gardens has not gained much traction in Canada; however, Brac Systems in Montreal is one such company that is betting greywater management will eventually take off.

It sells tanks to collect washing machine and shower water that drain into tanks that hold up to 400 L of greywater. (Each has an overflow pipe leading to the sewer system when the tank is full.) Cold water pipes from the tank are routed to toilets in the house and they are flushed with greywa-

ter rather than fresh potable water, saving between 40 and 60 L of the precious commodity every day.

Abbas says greywater systems are a small market for contractors and most demand for them comes from rural areas. It may also be that they have not yet reached critical mass because there is a patchwork of places across the country where they allowed. For example, Alberta does not allow them, says environmental group Green Edmonton, and Brac is the only residential system the Ontario government allows.

As for government discounts, rebates and tax credits to encourage all manner of green projects, they vary widely from province to province.

Provincial Websites are the best place to start looking. Federal government programs, introduced as an economic stimulus, are now over.

In Ontario, for instance, the provincial government, under its Heating and Cooling Incentive, offers a cash reward to homeowners and businesses that operate from residential-style premises and which have bought and installed eligible replacement central heating or cooling equipment through a participating contractor. The $250 is payable if an existing furnace has

been replaced with a model equipped with an Electronically Commutated Motor.

One other appliance to consider during a basement renovation is the gas tankless water heater, which uses high-powered burners to heat the water as it runs through a heat exchanger. Since heating water can consume as much as 30% of the average home’s energy budget it makes sense to see if switching to a tankless heater in the basement is worthwhile.

Perhaps it is. Abbas says, “They are great if you don’t have five girls in your family, but they’re not meant to be scaleable systems.”

He says he would choose tankless because it is hot water on demand. As attractive as that and the energy savings are, it should be remembered that tankless systems will cost more because a tankless models need electrical outlets for their fans and electronics, improved gas pipes and a new ventilation system.

Whether a basement renovation is done by a contractor or a contractor and homeowner working in tandem, it is a major undertaking. Start at the beginning and work methodically, the professionals emphasize, because done properly the renovation might last 50 years or more and that, they say, is really green.

“Simply enjoy life!”

Ideal Roofing’s New Long-life Steel Shingles This may very well be the last roof you install if you choose Ideal Roofing’s new long-life Wakefield Bridge steel roofing shingles.

They come in 12 designer colours and are guaranteed 50 years.

1 866 842-6288 www.wakefieldbridge.com CONTRACTOR ADVANTAGE

SEPTEMBER/OCTOBER 2012

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3 reasons why B ulls Eye1-2-3 is the contracto r’s choice

®

GREAT HIDE

GREAT ADHESION

GREAT STAIN KILLER

Preferred by professionals 2 to1 over other water-base primers!

It’s no wonder! Bulls Eye 1-2-3 dries fast and resists rust flashing, and its mould and mildew resistant film makes it ideal for high-humidity areas. It seals porous surfaces and bites into oil-base enamels. And its proprietary resin system gives it exceptional flexibility and durability, so it’s great for any painting project – inside and outside!

For more information, please visit www.rustoleum.ca or call 1-800-387-3625 for a dealer near you!

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

ExcEptional pErformancE, a grEEnEr planEt. that’s pink . ™

today, contractors, builders and homeowners expect more from their insulation. that’s why we created foamUlar ® rigid insulation. it has the same trusted insulating performance that your customers have come to expect from owens corning, while providing exceptional moisture resistance and durability. Versatile in its application, it exceeds all green expectations with its outstanding energy efficiency. so go green and stock pink™.

Why choose FOAMULAR ® Insulation?

• Complies with 2010 Montreal Protocol – CFC- and HCFC-Free • Zero ozone depletion potential • 70% less global warming potential† • Minimum 20% recycled content

Contact your Owens Corning Area Sales Manager to find out how PINK™ can make a positive impact on your business.

thE pink panthEr™ & © 1964-2012 metro-goldwyn-mayer studios inc. all rights reserved. the colour pink is a registered trademark of owens corning. © 2012 owens corning. all rights reserved. †the insulation is manufactured with a blowing agent with 70% less global warming potential as compared to owens corning previous blowing agents. grEEngUarD children & schoolssm mark is a registered certification mark used under license through the grEEngUarD Environmental institute. owens corning pink™ insulation is grEEngUarD certified for indoor air quality, except bonded loosefill products. © 2012 owens corning. all rights reserved.

NE OZOLETION DERMPULA FO LE À MENT FORMU ZERO UVRISSEE A P P A N O ZÉRO DE L’OZ

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

PINK reNovatIoNs are greeNer aNd save moNey ™

∆

today’s contractors and homeowners demand products that are easy to use,

Why choose EcoTouch PINK Insulation?

quick to install, safe and reliable - all from a name that they trust. that’s why we

• Designed by a leader in energy efficiency • Made from over 70%* recycled content – 3rd party SCS certified • Made with 99% natural** materials • GREENGUARD Indoor Air Quality Certified and formaldehyde-free • Durable & dependable

created ecotouch™ PINK™ FIBergLas® Insulation with PureFiber™ technology. made with 99% natural** material and over 70%* recycled content, this breakthrough in insulation technology is easy to install and safe for homeowners. and now renovation projects can pay for themselves‡ because homeowners can save up to 28%^ on heating and cooling costs. so go green and use PINK™ in your next project.

™

™

SM

tHe PINK PaNtHer™ & © 1964-2012 metro-goldwyn-mayer studios Inc. all rights reserved. the colour PINK is a registered trademark of owens Corning. © 2012 owens Corning. all rights reserved. *70% recycled content is based on the average recycled glass content in all owens Corning fiberglass batts, rolls and unbonded loosefill insulation manufactured in Canada. sCs certified. **made with a minimum of 99% by weight natural materials consisting of minerals and plant-based compounds. ‡Insulating levels recommended should result in energy savings over time above the cost of the insulating cost, however, if you buy too much insulation, it can cost you more than you save on energy bills. ^Up to 28% 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 plus an increase from zero to r-20 in the basement walls 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. greeNgUard Children & schoolssm mark is a registered certification mark used under license through the greeNgUard environmental Institute. owens Corning PINK™ insulation is greeNgUard Certified for indoor air quality, except bonded loosefill products. this product has achieved greeNgUard Children & schools Certification and is verified to be formaldehyde free. © 2012 owens Corning. all rights reserved.