Qualified Remodeler Magazine

DEC 2018

Qualified Remodeler helps independent remodeling firms to survive, become more professional and more profitable by providing must-have business information, namely best business practices, new product information and timely design ideas.

Issue link: https://qualifiedremodeler.epubxp.com/i/1060304

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Page 28 of 56

produces $52 million in annual sales. ey operate from a 40,000-square-foot manufacturing facility with 10,000 square feet of display vignettes and showroom. Today, Reborn operates retail centers in Anaheim, Torrance, Lake Forest, San Diego and Pleasanton, California, and a new office in Las Vegas. In addition to kitchen replacement, they are one of the largest inde- pendent cabinet-refacing companies in the U.S. with 85 salespeople and total staffing of more than 450 people. The company subscribes to the concept of scientif ic selling methods. They endorse a belief that a sound sales methodolog y is at the forefront of their success. MITCHELL SPECTOR, PRESIDENT WOODBRIDGE HOME EXTERIORS, DALLAS Spector began his career in the home improvement indus- try when he went to work for his father's home improvement company in 1976. In 1986, he left to open his own home im- provement company with a focus on siding and windows. Today Woodbridge Home Exteriors generates annual revenues of $36 million with three offices, 33 salespeople and a total of 195 employees. To meet the challenges of its growing business in re- cent years, his company shifted marketing from totally in-bound media-driven leads to include out-bound can- vassing, plus shows and events. e latter now represents 50 percent of all issued leads. Significantly, Spector added customer-care employees who examine and verify customer satisfaction via phone at the end of each job. ere are regular measurements of every step along the lead path—leads to issue, issue to demo, and demo to sale—which enable Woodbridge to reduce total lead costs. In addition, an ongoing sales retraining initiative slowly increased the close rate. e company is currently closing 40 percent of issued leads from all sources. Among its many honors, Woodbridge Home Exteriors has received the GuildQuality Guildmaster Award, Qualified Remodeler's Top 500 for nine consecutive years, the "Ethics in Business" Award, and a Consumer's Choice Award, among others. Spector believes that how we act as individuals and then collectively act as a company is the biggest factor in whether the business will succeed or fail. He believes that if people are treated with respect and integrity, success will follow. Further, he believes the core value of a company is central to how we conduct ourselves in business and in life. other things—the OMNI window sales program, one of the first major programs to support training and marketing for high-end window products. Frederick went on to create the successful Preservation Window and Siding Program. In 2008, he retired as executive vice president of sales. Frederick said his goal was to establish close relation- ships between his customers and his company. And his job description, as he interpreted it, was to help small business owners in growing their business. VINCE AND ANTHONY NARDO PRESIDENT AND VICE PRESIDENT/CFO, REBORN CABINETS, ANAHEIM, CALIF. While on welfare and looking for a better way to pro- vide for their family, Vinny and Brenda Nardo, Vince and Anthony's mother and father, left the New York area and headed to California with hand tools and an aging station wagon. With a strong desire for a better life and a determination to make it happen, Vinny launched Reborn Cabinets in 1982 in a 1,200-square-foot shop in Anaheim, California. Vince and Anthony joined their parent's business as teenagers, working in the cabinet shop. ey honed their skills and sought methods to educate then re-educate themselves in all areas of the business. In 2000, Vince became the sales manager and Anthony managed the back end of the business. By 2009, Vince became president, and Anthony CFO of Reborn Cabinets, which today ¡ Harriet Stein ¡ Joseph J. Lyman, Esquire ¡ Mervin Snyder, Past CEO & Chairman, Jones & Brown, Pittsburgh ¡ John Manning, VP Sales Marketing, VIPCO/Crane Performance Siding, Columbus, Ohio ¡ Frank Gorell, Founder & President, Season All Industries, Indiana, Pa. ¡ Terry Ferrero, President & CEO, American Wholesale Building Supplies, Smyrna, Ga. ¡ D.S. Berenson, Senior Managing Partner, Johanson Berenson LLC, McLean, Va. Lifetime of Leadership Award Winners HOME IMPROVEMENT 28 December 2018 QR QualifiedRemodeler.com

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