new products oftentimes fnd their way to mar-
ket only through the eforts of a single well-re-
hearsed salesman who fnds the right words to
unlock demand and attract others. Tink of
any specialty home improvement product —
from gutter guards and metal roofng to bath
liners and vinyl replacement windows — and it
usually began with a single innovator pushing
their product through local professionals.
WE ARE very excited
this month to present,
for the frst time in sev-
eral years, our directory
of franchise and dealer
opportunities. From
our survey work over
the years, we know that
remodelers and home
improvement company
professionals are entre-
preneurs at heart. No
matter how good things
are, they can always be
better. Tere is always
bandwidth available for
new products that can
open new markets. Our
directory this month is
full of those opportu-
nities. Several, like the one from HighMark
Digital, can safely be classifed as new products
capable of creating large, new markets.
Take a moment to read the advice ofered
by Doug Dwyer, CEO of DreamMaker Bath
and Kitchen, about how best to evaluate a fran-
chise or dealer opportunity, then dive into the
pages of our directory. It is excellent food for
thought. And you just may be that person who
fnds the right words that help open new mar-
kets; that individual who makes it happen.
|
any years ago, when I began cov-
ering remodeling and home im-
provement, I learned an important
distinction between the two. Dave
Yoho, the legendary speaker/consultant and col-
umnist for this magazine, told an audience that
home improvement companies "make" a mar-
ket, while remodelers tend to "take" a market.
Yoho was not disparaging remodelers.
Rather, he highlighted
the key diference be-
tween the two groups
as clearly as possible.
Remodelers "take" a
market as it comes, le-
veraging their hard-won
reputations to drive re-
peat and referral busi-
ness. Successful home
improvement companies
tend to "make" a market
— creating awareness
via steady investments
in sales and marketing,
often amounting to as
much as 10 percent of
annual revenue.
DURING THE market
downturn — 2008 to
2012 — remodelers began experimenting with
ideas from their home improvement brethren.
Very few remodelers today see taking a market
as it comes as a good idea. Meanwhile, the
Internet and social media have created new
communication opportunities. It has allowed
small, local frms to bootstrap some excellent
marketing ROI. Today everyone "makes" a
market to some degree.
Creating new markets is embedded in a spe-
cialty contractor's DNA. Te most innovative
Making it
happen
M
The most
innovative
new products
oftentimes
fnd their way
to market only
through the
eforts of a single
well-rehearsed
salesman.
EDITORIAL DIRECTOR'S NOTE
8 May 2015 QR QualifiedRemodeler.com | ForResidentialPros.com
Patrick L. O'Toole
Published by
SOLA Group, Inc.
724 12th Street, 1W, Wilmette, IL 60091
847.920.9513
Publisher and Patrick L. O'Toole
Editorial Director Patrick@SOLAbrands.com
Managing Editor Laurie Banyay
Laurie@SOLAbrands.com
Assistant Editor Kacey Larsen
Kacey@SOLAbrands.com
Proofreader Nancy Mueller=Truax
ForResidentialPros.com Andrea Girolamo
Editor Andrea@SOLAbrands.com
Audience Development Mike Serino
MSerino@magservgroup.com
Creative Director & Tracy Hegg
Production Manager Tracy@SOLAbrands.com
Editorial Advisory Board Stephen Gidley, GMB, CAPS,
CGP, CGB, CGR, CPRC, CR
Jeffrey Holloway, CKD, CBD, CGR
Michael Nagel, CGR, CAPS
Scott R. Sevon, CGR, CAPS,
GMB, CGP, GMR
Donna Shirey, CGR, CAPS, CGP
Kenneth P. Skowronski, CR
Group Sales Director Paul DeGrandis
Midwest Manager Paul@SOLAbrands.com
West Reed Fry
Reed@fry-comm.com
East and Southeast Vaughn Rockhold
Vaughn@SOLAbrands.com
National Automotive Tom Lutzke
Sales TLutzke@ACBusinessMedia.com
Literature Galleries/ Nancy Campoli
Classifieds Nancy@SOLAbrands.com
Digital Programs Tim Steingraber
Manager Tim@SOLAbrands.com
Operations Marie Snow
Manager Marie@SOLAbrands.com
A preferred publication
of the National Association of the Remodeling Industry
and the NAHB Remodelers