Qualified Remodeler Magazine

JUN 2017

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.

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Page 58 of 60

"We don't paint, but in our network of contractors, we have three painting subcon- tractors that we can refer and schedule," Elfers explains. "We bring them over and do the whole job. It's our product, it's our design process, it's our design staff and it's our field staff—we can do the whole thing." Amid a challenging year in the tri-state area, the company took advantage of its agili- ty and remodeled a disproportionate number of bathrooms in 2016, Elfers notes. "at was dictated by need," he explains. "If your stove quits working, you don't necessarily redo your [entire] kitchen. But if your shower starts leaking, you've got to [renovate] your bathroom [because] it doesn't make sense just to fix the shower." is year has produced better leads and prospects so far for Ulrich Inc., and the or- ganization remains capable of handling the additional sales volume. "With our complete staff and lots of overhead invested in all that we have to offer, we work hard to maintain our business level to ensure the company runs efficiently and can benefit our employee own- ers," Elfers says. | is consumer care consultant remains available to clients to assist with any questions about use and upkeep in the future, and to troubleshoot any service issues. "We service stuff from 20 [and] 30 years ago, and we'll service it for second owners," Elfers says. "at doesn't mean we do it for free, but we provide the service—and a lot of [companies] around here won't even attempt that." Prospective customers can meet with one of four in-house designers at the Ulrich Inc. showroom in Ridgewood to express unique re- quirements, share ideas and discuss budget pa- rameters. People also can tour remodeled home spaces the company has created and observe its quality of work in addition to browsing the residential products and materials the organi- zation offers customers. "Having a beautiful showroom is very im- portant to the way we do business; it's a place to meet with clients," Elfers says. "We have other designers—like interior designers or ar- chitects—who aren't directly affiliated with our business [but] are comfortable coming here with their clients." Ulrich Inc. affords customers a turnkey solution for their remod- eling projects and will complete a kitchen ren- ovation, for example, under just one contract. If homeowners seek a service the company does not proffer, Ulrich Inc. will recommend a trade partner and manage the job from start to finish so clients can be confident in both the craftsmanship and professionalism. hen John Ulrich established Ulrich Inc. in 1948, the company operated as an ap- pliance shop in Ridgewood, New Jersey. Shortly thereafter the business began remodeling kitchens—as well as bathrooms—before incorporating addi- tions and whole-house renovations about 30 years ago. In 2007 John's son David, a certified kitchen designer and CEO of the company, transitioned the organization from a sole proprietorship to an employee stock ownership plan. Most of the job leads for Ulrich Inc. come from repeat customers and client referrals, says Robert Elfers, who began his career in 1981 as a member of the field staff, joined the manage- ment team in 1987 and became company pres- ident in 2007. Many of the homeowners who hire Ulrich Inc. to construct an addition, for example, also con- tracted the remodeler to renovate their kitch- en or bathroom. e company pri- marily serves house- holds with an average annual income be- tween $250,000 and $400,000 and has always sold top-end prod- ucts from manufacturers such as Wood-Mode, Miele, Sub-Zero, Wolf and BSH, Elfers notes. For kitchen projects, Ulrich Inc. will send one of its consumer care consultants to visit homeowners after the job has been completed to demonstrate the use and care of all new ap- pliances and surfaces. Kitchen and Back No. 185 Ulrich Inc. gives customers ample attention and delivers tailored services that lead to additional projects. By Kyle Clapham ROBERT ELFERS, PRESIDENT COMPANY: Ulrich Inc. LOCATION: Ridgewood, N.J. DESCRIPTION: Kitchen and bath specialist 2016 TOP 500: No. 185 We work hard to maintain our business level [and] ensure the company runs efficiently. Robert Elfers, president W 60 June 2017 QR QualifiedRemodeler.com PROFILE 2O16 TOP

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