Stacey Freed

In December, Stacey Freed of Remodeling Magazine profiled four remodeling companies of different sizes and strategies to identify how some are navigating the murky marketplace. Freed participated in a live chat Tuesday at the Integrity Facebook page to share findings about what the best remodeling companies are doing not only to survive, but thrive.

When you look at the four successful remodeling companies profiled in your piece, as well as other remodelers you’ve recently interviewed, what seems to be the special sauce? What are successful remodelers doing to make themselves better?
Freed: One thing I learned from my interviews was the importance of marketing. The companies we featured all had either increased their marketing during the downturn and/or better focused it.

There’s no real “special sauce,” per se, but successful remodelers said “No” to the recession. They just didn’t give up. They may have had to lay off employees, move back into their home office, return to working in the field, or canvas neighborhoods house by house but they maintained a positive attitude — and kept getting their name out there.

Take Anthony Slabaugh, who was featured. He determined where his real target market is and stopped advertising/marketing to a broader audience. He reached out to his specific target market. Ken Spears Construction knows that KSC sports fans are their bread and butter. They advertise on the JumboTron during games and sponsor a “Coach’s Corner” TV show.

Anthony Slabaugh Remodeling & Design, the smallest business you profiled at $500,000 in volume, has invested in smartphones for its employees with iPads supposedly on the way. It seems an odd time to invest in personal technology, but what’s the payoff for a remodeling business?
Again, Slabaugh refuses to back down. He’s moving forward and knows that the personal technology for employees will help them better interact and service clients.

Slabaugh also mentioned his company had “re-focused” marketing efforts in the past year, focusing advertisement on a single upscale town instead of 10 surrounding cities. It seems counterintuitive to traditional marketing strategy. Why should remodelers consider focusing their efforts to smaller audiences?
You really want to market to your “ideal” client. If you’re sending a postcard to everyone in your state it becomes hit or miss. You need clients who are a good fit who will buy from you. How do you determine a good fit? Go back and look at all your successful jobs. Find out what the clients had in common. All doctors? All teachers? Many live in the same housing development? High or middle income levels? Figure out who you work best with and focus advertising/marketing dollars on them.

Another company you mentioned, Ken Spears Construction (KSC), claimed it earned six jobs valued at $200,000 in work simply by sending letters, knocking on doors and leaving door hangers – a very traditional marketing approach by today’s standards. What can remodelers learn from KSC’s humble approach?
People want connections. KSC returned to neighborhoods where they were working or had worked and introduced themselves to people. If you have a chance to get in front of a homeowner and introduce yourself and your company, it’s a great soft sell. No pressure to buy. Just let them know you exist. Maybe point out some of the projects you’ve done in their neighborhood. Leave your contact information. Ask if you might have their email address.

In your article, Kathy Spears, treasurer at KSC, said her firm is “hunkering down for a long siege.” KSC chose to boost its marketing budget from 2 percent to 5 percent – a considerable hike. With fewer jobs out there, would you encourage remodelers invest more in marketing or spend smarter?
You’ve got to do both — invest in marketing AND spend smarter. I think that’s what the four featured companies are doing. Again, marketing doesn’t have to be expensive. Kyle Hunt, a marketing consultant, has a blog post today telling people about a video he saw on Pinterest that shows a remodeler giving an outdoor faucet protector to clients — it will help keep pipes from freezing. It costs about $2, takes half a minute to install, and it gets you in front of people who know, like, and trust you but who may have put you on the back burner.

You participated in the Renewable Energy Pavilion at PCBC/West Coast Green. Among the emerging renewable energy technologies, which is most likely to be found in the average American home?
“My answer might surprise you, but I think it’s solar thermal. Solar thermal, in part, because it’s cheaper than [photovoltaic solar energy]. It’s more deployable, easier to install, and every home needs one. If you think about it, hot water uses 20 percent of a home’s energy, just by heating up water … Solar thermal just makes a lot of sense. It even makes sense in Seattle. It can work for part of the year everywhere.”

Renewable energy technologies are still relatively expensive, though many homeowners have expressed the desire to live more sustainably. Has a murky housing market slowed the growth of renewable energy in homes?
“No, I think it’s repositioned their view of renewable energy. There are many in the environmental movement — I don’t know if I’m one of them — who want gas to be six dollars per gallon, who want electricity to be 65 cents per kilowatt hour … I have many peers who cheer when gas goes up, because it causes people to question the amount they drive … If you look at it, it makes sense. Sales of hybrids go up every time gas goes up.

“This crappy economy is positioning us to think about renewable energy.”

Considering climate, which regions of the country stand to benefit the most from renewable energy technologies?
“That’s a crazy question. Generally speaking, all areas benefit, obviously.

“But each state has such a different energy footprint from the others. In California, we [receive] very little of our electricity from coal. My memory is it’s in the less-than-20-percent range, where in Wyoming, it’s 85 percent. Each state has its own subsidies, arrangements, and deals. Most Americans would cry themselves to sleep [because it’s so] mixed up.

“But, which regions benefit the most? Pretty much anyone below the 38-degree latitude line benefits much greater … But I see more solar panel in Seattle than I do in Palm Springs.”

The remodeling business is more competitive than ever. What have you done to stand out?

We made a conscious choice to go back to the basics and what made us successful, and that’s focusing on our existing customer base. This has resulted in a large percentage of our work coming from repeat clients and referrals. Sticking to our guns has set us apart from many companies because so many firms are slashing their prices to get the work. Working with our past clients and referrals has resulted in less of a focus on price and more on trust or value. Our slim marketing budget has forced us to get creative and this has allowed us to tap into some great new networks.

On your site, you offer tips and advice while you use your Twitter account and blog to share news and observations about the building industry. What do you get from sharing these resources?

Believe it or not, this translates into revenue for our business in many ways. First of all, it has established Meadowview Construction as one of the expert professionals not only in my direct area but all across the country. I have publications and contacts all over the country (much like this interview) asking for industry-related updates, which greatly boosts credibility.

Next, the constant Twitter feeds and other social media touch points reinforce what we are and what we do to our prospective clients. I have found that with this broad net I am able to share what we do with hundreds of people in a non-threatening way, and when they need a contractor, they immediately think of us. Often a Twitter follower or Facebook friend will start by asking a simple question about a project, which often turns into a “can you stop by and give us an estimate?” I can’t imagine having a marketing strategy that didn’t include social media such as Twitter or Facebook. And besides, I like sharing my knowledge and tips. Someday that might turn into a career in teaching or help me when I have my own TV show.

From your experience, how does the market compare right now to one year ago? What’s different? What’s been affected by the differences?

Overall I find it to be very similar to the past few years with a few exceptions. This year has seen many more people shopping, which is a positive sign. Budgets are being stretched but at least people are starting to look at spending again. What is see is that prospects are expecting much more on a smaller budget. We manufacture custom cabinetry for every room in the house and I am seeing more clients lean toward stock cabinetry as budgets are challenged.

Suppose a growing portion of your clientele are those who’ve opted to remodel rather than buy a new home. What are they looking for – a quick facelift to boost eventual resale value or changes to accommodate taste and needs for years to come?

Being a remodeling firm, most of our clients are looking to transform their homes to suit their taste but more and more they are mindful of resale values. For example, 5 years ago most clients wouldn’t think twice about just having a large walk-in shower and no tub, but with home values plummeting they are saying things like “my friend who’s a realtor said that it’s better for resale value if we put in a tub.” I find out how long they plan to live in the home and am honest with them while steering them in the right direction rather than just trying to up-sell.

What’s been the single biggest change to your practice since the recession hit?

For over 10 years we managed to keep about 3 projects going at all times using the lead carpenter system. With the drop in business we have been forced to slim down considerably as a company and focus on a very specific clientele to meet our revenue goals. Part of the solution has included me putting back on my tool belt after almost 10 years out of the field.

What makes you most optimistic about the future of the remodeling industry?

From what I can see there is a pent up demand developing with homeowners as they have saved up cash over the past 4 years at the highest rate in decades. Being the consumers that we are, I feel this will result in increased spending in the near future albeit in a more conservative manner. Lastly, I strongly believe that these hard times will make the survivors stronger and weed out the weaker companies. This can only benefit the consumer in the long run.

Last year, you launched your site daily5remodel.com, which provides daily industry insights and a social platform for building professionals. What have you learned in the first year of operation?
We just passed six months of publishing, and I’ve learned that I love being able to communicate directly with my audience and finesse changes without having to go through a bunch of priority queues or levels of approval. Time moves too quickly — windows open and close like lightning — to wait for the perfect moment, at least when you’re a start-up. Customers won’t wait for you!

I’ve also learned that it’s absolutely essential to have a nimble Web strategy and a robust Web platform. We publish at 6 a.m. just about every weekday, and I feel that my focus needs to be on developing excellent content, understanding how I can help my audience, and responding by tweaking the site and the content mix accordingly. That means I can’t be bogged down by last-minute technology breakdowns or inefficiencies, much less anything as drawn-out and vulnerable to the economy as the print process.

I’ve also learned that some of my instincts in starting this business were better than others!

I was right in sensing that remodelers want to be part of a virtual community of peers (even if they’re just “lurkers” and not active commenters) and appreciate having their very own “daily” sent to them first thing in the morning, before their days get insane. We just had a brief publishing break at d5R, and one reader lamented that he “missed seeing his remodeling ‘paper’ on his virtual porch” each morning.

On the other hand, I’ve learned to it takes more time and patience than I anticipated to gain major traction within the huge but dispersed and somewhat tradition-bound remodeling industry. And that sometimes remodelers appreciate less information in their “morning paper,” not more! And that just because I enjoy talking to remodelers doesn’t mean I enjoy, or am particularly good at, selling to them.

On your site, you write, “I believe that sustainable small businesses are critical to healthy communities and national economic vitality.” What can smaller home construction and remodeling operations sustain in this unfavorable climate?
Most remodeling companies are small businesses by definition, and most remodelers, it seems, are optimistic by nature — especially when it comes to their own companies. I actually think the climate is much more favorable to businesses that are nimble, close to their markets and not heavily burdened by debt or overhead than by those that may be much larger and deeper-pocketed but are hobbled by inventory, legacy systems and bureaucratic holdups.

As far as what they can sustain, one clear winner is the enduring fascination that people have with their homes and the desire, I think, to be closer to home in these somewhat shaky times. Remodeling can’t be outsourced, and our housing stock is aging and in need of constant attention.

The housing bubble has only reinforced the fact that it makes more sense for most people to make the most of their current home than to upsize to a fancy new community. We’re having a fascinating discussion on d5R this week about people who need more from their current homes but can’t think of moving without taking a huge loss. Plus, there’s no mistaking the McMansion backlash as people embrace their not-so-big-house existing homes and seek to reduce their own carbon footprints by walking more (re: older urban homes) and generally wasting less.

Finally, look at the rise of things like the buy-local movement. Due mostly to bad behavior from a handful of actors, “big business” hasn’t warmed many hearts lately. It just feels good to know who you’re doing business with. An example from my own family: We can do our food shopping at Whole Foods or Giant, but when we want really great seafood or meat even my 10-year-old son knows we need to see Pam, the butcher at our local market.

Very recently, you published a survey revealing many in the building industry were involved in social media for business purposes (branding, lead generation, community engagement, etc.). Should builders be considering a digital marketing strategy?
Absolutely. I don’t know of many builders or remodelers who don’t at least have a static website and use email. Even if your clients still prefer doing business via mail and phone and newspaper ads, your future clients will not.

Having said that, I think the notion of “a digital marketing strategy” might be intimidating to some small companies. But the great thing about digital media is that it invites experimentation, is soooo much easier than conventional marketing — zap out e-newsletter vs. printing, paying postage and mailing newsletter? No contest — and costs little or nothing to get started.

It’s sort of ironic that social media is proving to be a wonderful thing for many remodelers and builders. At first many remodelers resisted Twitter and Facebook; they told me “my customers are in my town, so why would I want to do something that anyone in the world can see?” Now many of them tell me they love being able to have almost real-time conversations with their clientele on these platforms. One respondent was fairly typical in saying s/he uses Twitter “to connect with & understand our ideal clients, to connect with peer designers, to partner with designers whose talents dovetail with ours.”

Where in the past, new home builders would pass on remodeling projects, now, many are taking on the work to sustain revenue streams. Is that a viable long-term solution?
I can’t speak for any former new-home builders but my sense is that remodeling is a viable long-term solution for them only if they adjust their margins, training and expectations accordingly. Repeatedly I hear from remodelers that their “competitors” now include builders whose prices are way lower than their own. Sometimes remodelers are called in to finish or fix projects where these lower prices got the builders into trouble — they ran out of money, or cut corners, because their prices didn’t account for “the unexpecteds” that happen in older and/or occupied homes.

Alternatively, it may be that new home builders will figure out a way to apply the efficiencies they sharpened in their previous lives to remodeling projects. I’ve seen an uptick of MBA-types leave their corporate jobs to become remodelers, and there’s definitely room for more business savvy within the remodeling world. But building new homes and remodeling existing homes are two fundamentally different beasts, or so I’m told.

How has the game changed for seasoned remodelers as more builders are now competing for business?
Seasoned remodelers made the switch from being “order takers” to active marketers a few years ago. Many of them are still struggling to articulate how they are different from the competition in any form, let alone how to project that message to enough of the right people. In general, though, I’ve known of remodelers to make a ton of small and large adjustments — from reducing overhead, accepting smaller jobs and taking sales training, to becoming fanatical about job-costing and networking — to reposition for the long slog ahead.

Many of them say they’re having their best years in several years.

But it’s a really good question. Why don’t I ask my readers to answer on d5R next week?

What’s the biggest misconception about green building?
In my particular market: That old building methods are somehow “green” while newer building technologies are not. I’m often asked to do “strawbale” or “cordwood” or “adobe.” While those methods may (or may not) be green — depending on sourcing — they’re certainly not as durable. The other mythconception is that green equals more expensive. It can, but that’s not a universal truth.

You use the phrase “a healthier home.” What makes a home healthy?
Lack of toxins in the environment. Toxins can come from a variety of sources — including the inhabitants. In building, two of the most common sources of toxins are paint and flooring. But that’s hardly an exclusive list. But pollen and dust mites and other things can also be present in the home. Air flow is critical to a healthy home.

What drives decision-making for your clientele: Cost or conscience?
In a word: Yes. I haven’t had a client yet where vision and cost didn’t collide at some point in the process. Sometimes easily, sometimes grudgingly. Now more than ever, folks in my market are pinching pennies. Green has to equal savings for it to even be considered.

Which climate provide the best opportunity for green building?
Right now, the homebuilding market definitely seems short of opportunities — in my market, anyway. Some kinds of commercial building seem to be shaping up, and some of those projects are green. [Matson touches on that in this article.]

With spec homes so scarce, how and when should builders experiment with green building?
That’s a tough one in any environment, thanks to our lovely tort system. My preference has always been to experiment with the customer’s permission. Something they’re interested in pushing the envelope on, knowing they’re out there, pushing the technological envelope.

Look into your crystal ball: Where is green building in 2021?
Dude! I’ll be retired. Seriously, though, it’ll be the building standard for all buildings that contain conditioned space I should imagine. And it will affect those that don’t have conditioned space (garages, etc.) to the extent that toxic chemicals, are, even now, being removed from building materials.

Note: We conducted this interview via Twitter, using the tag #buildchat to label and track the discussion. Follow @integritywindow on Twitter for information about upcoming #buildchat interviews.

You maintain a blog, a Facebook page and a YouTube channel for your home construction company, Risinger Homes. What made you decide to incorporate these channels into your business plan?
These are mediums that allow us to show our passion for building to clients before we show up for an interview. When I meet clients the first time they feel like they know me already and it gives me a leg up on the competition. They also make me more “Google-able.” When clients Google the builders they are considering I want them to find tons of good information about my company easily.

Your YouTube videos are particularly insightful. You showcase new products and practices. What’s the payoff?
My handy Flip Video camera makes the video process easy, and it reaches a different audience than my written blog. The payoff is really long term with YouTube. I’m building my brand and showing that I’m every bit as professional and knowledgeable as a builder who’s been in business 30 years, even though I’ve only been in business six years.  It’s also great for putting me at the top of search results.  Try searching for “Integrity Windows” and I’m usually on page one or two of the results … The YouTube channel is my way to act out my childhood fantasy of hosting This Old House, so it’s fun and good for business!

What’s been the most positive result from creating your own content?
More and better work. Good work begets more good work. People want to hire someone they trust and these social mediums show my personality to prospective clients.

Have you met other builders with similar digital marketing strategies?
Yes, lots of people are out there doing this type of stuff.  The key is longevity. Strive to post 1-2 times per week and after a year or two it’ll start paying dividends. Don’t give up – it takes time to start getting noticed on Google. Nothing is worse than a stale blog so either commit and do it regularly, or just do Facebook.

What are some of the advantages of creating digital content compared to purchasing traditional advertisement?
Cost was my original driver when I started blogging three years ago. It’s basically free except for my $150 Flip Video camera and my nice Nikon D90. My company is 99% referral-based, so for me, the marketing is all driven to winning interviews. I’m not doing magazine ads or other general public ads. The price is right, I can do it myself and it’s relatively easy.

What advice do you have for builders considering a social media marketing plan?
Delegate if you need to, but make sure it has your personality. When people hire Risinger Homes they want to know, “Who is this Mr. Risinger?”  I think that’s true for most clients hiring builders and remodelers. Everyone has heard a party story about someone’s nightmare contractor. Social media is a way to gain confidence in a world wary of our business. Last piece of advice: If blogging/videos aren’t your thing, then at a minimum, get a Facebook business page and strive to update it weekly. Your friends and subs will gladly “like” you and you’ll generate traction in no time at all. Facebook is a minimum for 2011.

Which kitchen design trend are you most excited about right now?
That kitchens have truly become part of our living spaces and are integrated into our lifestyles. I remember hearing the term “living kitchens” back in the ’90s but it took this long to become reality. Of course, today’s engineering has a lot to do with it. Ventilation wasn’t a big option in the early days. We kept the kitchen doors closed because of the smoke and steam (and mess). As a second trend, the interior fittings and pullouts are incredible today. Stellar engineering on glides.

And what about bathroom trends? Any new design trends in bathrooms that you’ve taken a liking to?
I’d say the sleeker, spa-like trends with linear tile detailing is really fun right now. I’m really enjoying the “waterfall” effects of counters extending down to the floor and great mood lighting. Tiles have become so beautiful that they are completely taking the lead for the design in a bathroom. And there are also some amazing plumbing fixtures that are true works of art.

Spring makes us think of natural light in the home. What’s the best way to add natural light to the kitchen?
It would behoove me to say windows and doors, wouldn’t it? But it’s true. We’re careful in sunny climes, of course, against the sun fading, but that’s why we have laminated glass. I do like skylights but study the sun’s location before deciding where to place them.

As homeowners stay put longer, are they designing based on their personal taste or the resale market?
We’ve lost the resale thrust in favor of long-term and personal taste in a home, which suits me just fine. A home should be a lifestyle investment. It’s original purpose was never to be a bank machine. And clearly, I’m prejudiced, but we feel better in beautiful places that suit our lives.

Speaking of lifestyle choices – has the soaking tub replaced the whirlpool?
Personally, I haven’t designed a whirlpool in years. The soaker tub is definitely on people’s lists and in many ways is becoming more like Japanese soaker tubs — deeper. The swimming pool tub has given way to “reading-in-my-tub-go-away.”

What are the key features in a more energy efficient bathroom?
My favorite topic! Better waterproofing and ventilation, which are the key components to any bathroom. Humidistat fan systems — those which turn on when the moisture is too high — are also key. I wish more designers learned more about insulation values and the effects of moisture in a bathroom. In California, we need to include vacancy-sensors as part of our lighting plans which help for energy efficiency.

What’s the key to harmonious designer/contractor collaborations?
Easy. Respect, honesty and open communication. Be a pro, help each other out. And if you make a mistake, own up to it. If the other person makes a mistake, solve it together. And finally, educate. I wouldn’t be here today without fantastic (and patient) contractor mentors.

Note: We conducted this interview via Twitter, using the tag #buildchat to label and track the discussion. Follow @integritywindow on Twitter for information about upcoming #buildchat interviews.

What does this mean? We caught up with Lauren Hunter, an associate editor at Hanley Wood, to get a sense of how a thriving remodeling market impacts builders and homeowners going forward.

The Joint Center for Housing Studies of Harvard predicts a strong decade ahead for remodeling. Do you agree?
I sure hope so! So far, in interviewing remodelers, everything seems to be trending that way. I’ve been interviewing remodelers for the 2011 Big50 and many have said 2010 was their best year ever after a lousy 2009. From them, it sounds like many clients are freeing up funds they had held onto tightly in 2009 and 2010.

What do you see as the main drivers for remodeling decisions among consumers?
Right now, there are “want-to” projects that homeowners are starting after putting them off for a couple years. People aren’t moving, so they “need to” upgrade their existing homes to fit their lifestyles. There are also “need-to” remodels for universal design and aging in place clients. Again, because people are staying in their homes longer, they’re planning for all eventualities. We’re also seeing a continuation of green remodeling as homeowners want to benefit from energy efficiency. Regardless of the drivers, it’s good to see be industry coming back to life!

What are some of the more popular remodeling projects?
Great question. Kitchens and baths still tend to be the most popular realm of remodeling. That’s where all the “sexy” jobs are done that homeowners love! But, with aging-in-place, we’re also seeing an increase in more unique projects. Several remodelers are taking on projects for attics or basement finishing. Those types of projects let clients expand living space within the footprint of their homes. Replacement projects, such as windows, roofing, and siding are also popular and were especially prevalent when tax credits abounded over the last two years.

Will new construction builders continue adopting remodeling work into their practice?
It’ll be interesting to see if and how the builder world continues to adopt remodeling work. Many Remodeling readers have shared that they’re seeing increased competition from builders and I wouldn’t be surprised to see it continue in 2011, or at least stay steady. The remodeling industry is beginning to rebound, while housing is still down a bit. With more remodeling opportunities coming online, I’m sure some builders will keep a foot in remodeling or even expand their service menus with full remodeling divisions of their companies. While that would still keep a higher level of competition for remodelers, I hope it might also create jobs for contractors that are still out of work after the recession.

What are the most popular remodeling features for Baby Boomers?
Earlier I mentioned some more unique, non-K&B projects that we’re hearing about. Baby Boomers are a prime market for jobs that use space already in the home to enhance lifestyles. I recently spoke to a Florida remodeler that has retrofitted several unused bedrooms. The homeowners’ kids are grown and have moved out, so their bedrooms were transformed. They’re not “sewing rooms” as in the past, but are now gyms, home theaters, and art studios. Of course, Baby Boomers are also thinking in terms of aging in place. In many cases, wider doorways and hallways, no- or low-threshold showers, and blocking for grab bars is important. One remodeler told me yesterday that the Baby Boomer generation won’t grow old gracefully. For them, it’s all about enhancing their lifestyle, doing what they love, and doing it with style.

The Echo Boom generation is even larger. How do remodelers compete against the army of DIYers?
It’s amazing how house-flipping sprang up as a trend when the market was high, and has continued. With so many DIYers out there, at least one remodeler has taken a “don’t beat ‘em – join ‘em” approach. The Wisconsin-based OAR Group does “owner-assisted remodeling” (OAR) They specialize in working with homeowners that want to get their hands dirty. It’s a pretty neat concept that I know the owner is trying to franchise around the country. For those who don’t want to work with homeowners, they can still keep professional service available. DIYers that get in over their heads need somewhere to turn. I can’t tell you how many remodelers have told me they started by fixing other people’s mistakes! Holding community meetings and workshops is a great way to keep your name out there For those homeowners that want some insight but also some professional experience to back them up.

What’s most encouraging about a strong remodeling market?
The service industry is huge. A strong remodeling market means that’s rebounding, which is great for the country. Moreover, when people start remodeling, it means they’re spending again, which indicates consumer confidence. Plus, if people are improving their homes so they can love where they live, it can only boost national “morale.” We can debate national politics and policies all day but in the end, happy, confident consumers are what keeps our economy booming. I dare say, remodeling could be the key to American happiness! Ha!

Note: We conducted this interview via Twitter, using the tag #buildchat to label and track the discussion. Follow @integritywindow on Twitter for information about upcoming #buildchat interviews we conduct.

Tell us a little about yourself. How did you get started in writing about homebuilding?
In another life, I was a remodeling contractor and custom home builder. I started out in 1971 in central Vermont learning the craft of carpentry while I worked my way through undergraduate school. I took a few years off to go to graduate school in Atlanta, where I hooked up with a remodeler and worked part-time. It made me realize how much I liked the construction business, so I moved back to New England and spent a couple of years with one of the first design-build firms in the country. In 1979 I started my own company, and a few years later I started writing about the construction business, first for Fine Homebuilding, then as the business columnist for The Journal of Light Construction. The recession of 1991 was the third I’d experienced, so I decided to make a change and accepted a job as a junior editor at JLC. It turned out to be a good fit. I not only knew the craft, I understood the business side. Two years later, I was editor-in-chief . When Hanley Wood acquired JLC, I moved to Washington, D.C. to take on editorial responsibilities for all of our remodeling-related publications and websites.

What’s your favorite architectural style?
The American Four Square is one of my favorites, and I also like bungalows. And of course, working in New England, I saw a lot of Capes and Colonials. I spent a lot of time remodeling and adding on to classic Vermont farmhouses, many of which started out as post-and-beam Capes, and had at least two major additions by subsequent generations. In my experience, the original, which was built by grandpa, had the best bones, and it was all downhill from there. But during those years working for the design-build firm, which was operated by three architects, I built a lot of modern stuff, too.

Comparing cost to value, year after year, which remodeling projects stay near the top?
Replacements are always near the top. In fact, over the years, they have consistently outperformed additions and interior remodeling. That said, kitchens and baths are still the focus of a lot of remodeling activity, and they are the rooms that prospective buyers are most interested in.

How big of a factor is energy efficiency in most remodeling decisions?
I think it’s making its way to the top of the list, but it’s not there yet. Right now, it still depends on where you live. All those years in Vermont, we spent a lot of time and energy keeping up with the latest energy technology, so energy efficiency is something I’ve always identified with good home design and good construction practice. Vermont’s winters can be extreme, so insulation and heating efficiency were important just to maintain comfort. But Vermont is also at the end of the supply chain, so fuel is expensive, and energy efficiency meant using equipment that delivered the most bang for the buck.

Since I’ve moved to the mid-Atlantic region, I’ve noticed that there isn’t as much concern. That’s starting to change, but most air conditioners are oversized and a drafty house in the summer here is not the same experience as a drafty house in a New England winter. That will change when energy prices start to take off.

Let’s talk footprint: Add on, bump out or work within the existing footprint?
The recession has really changed the way homeowners look at this issue. Big additions are simply too expensive, because they involve breaking ground, foundation work, and a lot of exterior matching to the existing home. Plus, permits are often harder to get. For the same money, you can often remodel within the existing footprint and end up with higher-quality finishes.

How can a new construction builder tap into the surging remodeling market?
It’s not as easy as it sounds. New construction and remodeling are very different businesses. I have experience doing both and not only are the margins different, but the customer expectations are different. It’s still pretty easy to enter the remodeling market, so a licensed homebuilder won’t find many obstacles there. But new construction margins won’t sustain a remodeling company for long. And it takes some education to understand the custom nature of remodeling. Remodeling customers want what they want, and even though most remodelers eventually steer them to the products they, the remodelers, prefer to use, it’s a process – some would say an art.

Are homeowners in a good bargaining position right now with contractors?
They think they are, but a remodeling project isn’t like buying a new car. It’s more like buying a car that has to be built while you’re driving it. The construction process is difficult enough on a new construction site; it’s a real management challenge when the homeowners are living in the space. So yes, homeowners can get a “good price” these days, but whether or not it’s a “good deal” is something you need to ask them after the project is completed.

What are the traits of the contractors who have successfully navigated the recession?
Good financial managers – not necessarily accounting wizards, but people who pay attention to their numbers. During the recession they reviewed their financial performance more frequently and were able to make adjustments in overhead and personnel early enough.

Good marketers. The best understood early on that traditional marketing methods weren’t working, and they changed their approach. The became much more active, more “live marketing” oriented, using events and high-touch methods to maintain contact with past customers and find new markets.

Adaptable. Companies that recognized that this was more than a temporary downturn fared the best. They recognized, for example, that smaller projects would be the new norm and made the adjustments they needed to position their companies. It wasn’t easy, and they had to make a lot of painful decisions. But once they made it through the survival mode period, they were in great shape to start to take advantage of the upturn.

Do you think consumers are remodeling for function or style?
Back in 2005, homeowners were standing in line, waiting to get on the list for a major addition or whole-house remodel. Everybody wanted the best of everything and the sky was the limit. Those days are over. There’s more interest now in “need to do” projects than “want to do” projects. Even homeowners who have no intention of selling feel less wealthy because they are unsure of what their home is worth. So they are spending to repair and maintain, and postponing major makeovers. And credit is still hard to find.

I do believe, though, that there is a lot of pent-up demand out there. As soon as people feel comfortable about economic stability, they will start thinking about remodeling projects that create new space, different space, better space. That’s especially true if they aren’t planning to sell or aren’t sure they can get the value they want out of a sale. In that position, they’re likely to think, “Why not remodel?”

Is the formal living room dead?
That’s a more important question for a builder than a remodeler. One advantage remodelers have is that their clients have already spent some time living in the space and they know what works and what doesn’t, what they want to keep, what has to go, and what’s missing. They can’t always articulate it plainly, but a good remodeler who asks lots of questions and listens carefully to the answers eventually deciphers the message.

That said, in general I think spaces that are visually connected have been the norm for a while. Small, cozy spaces are still important, but there are ways to accomplish that without actually erecting walls between those spaces. Designers like Sarah Susanka have made those ideas accessible to the general public, but the design principles have been around for a long time.

Do you think universal design has entered the mainstream?
Not yet. Where a simple hardware or appliance change will do, most remodelers are on board. But in the other areas we still have a ways to go. The kitchen and bath are still designed in traditional ways, and things like lighting and sound aren’t yet on the list for many contractors. But I think there is a lot of opportunity out there in retrofits for the increasing numbers of Boomers who want to age in place. Remodelers who get on board early will reap the rewards.

What’s the best source of information about remodeling?
Is this what they call a “softball question”? I’m hardly an unbiased judge, but the fact is the group of magazines and websites that I manage covers the whole residential industry. The Journal of Light Construction is far and away the best source for technical know-how in the industry. Replacement Contractor is the only magazine dedicated to exterior replacement professionals, and Professional Deck Builder covers a specialty audience as well. And of course Remodeling is the strongest source of business-oriented information available to remodeling pros. And all of these magazines are tied to websites, email newsletters, and live events.

I know what it’s like to run a remodeling company and I think we do a pretty good job of keeping the industry informed about what works, what doesn’t, and why.

What’s the general mood at this year’s International Builders’ Show? Do you get the sense optimism is coming back?
There’s definitely a sense of optimism coming back. A recovery’s not here fully but it’s well on it’s way.

How has the steady remodeling sector affected the landscape at IBS?
It’s pretty clear that the remodeling sector is driving the train here. This seems to be a remodeler’s show.

As innovation goes, what are some of the cooler tips, tools and concepts you’ve seen?
I’m seeing a greater mainstreaming of sustainability into everyday products. It’s no longer a second-best option.

Any must-see green products or materials that have caught your eye?
The Siderna lavatory faucet from Brizo. Its handles attach with very powerful magnets so there are no set screws. It makes for a perfectly sleek installation.

Is the era of the granite countertop over?
I would say that it’s crested, but it’s not over.

Is the kitchen permanently ensconced as the most important room in the modern house?
Oh yeah. And as somebody who makes a living from that dynamic, I’d say that’s a very good thing.

What’s this year’s must-have appliance?
A new three-oven, built-in oven from GE.

What’s your take on the microwave drawer oven?
I think they’re a bit of a gimmick. There are times when they do the trick but for the most part I think they’re more trouble than they’re worth.

How is energy efficiency impacting kitchen design?
There’s a greater emphasis on smart appliances and minimizing energy waste.

Are there any trendy new materials you’d warn against using? Any which create challenges for builders?
I haven’t seen anything that raised any alarms, at least not from any of the major suppliers.