Keys for 2012 success in remodeling

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16 industry leaders share their thoughts on the challenges and opportunities for 2012

January 18, 2012

Carol Longacre, Owner

Longacre Construction, Lewisville, Texas

2011 Dallas Market Leader

Top opportunity

“I think our top opportunities would be we are working on getting new and different certifications that add to our business model so that the average handyman can’t compete with us.”

Top challenge

“The new ‘contractors’ that are coming in our industry without any knowledge on how to operate a remodeling business.”

Key to 2012 success

“Our success will depend on if we are able to continue to sell our professionalism to our current market and make the client understand you get what you pay and the contractors that are working for below our cost will not be around to service you down the road.”

Tom Kelly, President

Neil Kelly Co., Portland, Ore.

2008 PR Remodeler of the Year

Top opportunity

Capitalizing on company’s move into Seattle, with plans to open a showroom there later this year.

Top challenge

“Our challenge for our core business of remodeling continues to be lead acquisition. We intend to continue to evolve our marketing in response to the transformative importance of the web.”

Key to 2012 success

“Smart marketing and hard work will be the keys to our success.”

Greg Harth, President

Harth Builders, Spring House, Pa.

2011 Professional Remodeler 40 Under 40

Top opportunity

“Most of our clients have resigned themselves to living in their house for another 5 years due to different market pressures and conditions and realized, if they need to do this, they may as well enjoy the kitchen they have.”

Top challenge

“Finding enough equity or lending for home remodels. There is plenty of desire, but most people don’t have the 20 percent equity in their house to meet refinancing to take advantage of the low interest rates.”

Key to 2012 success

8 percent net profit and hitting $2.185mm budget


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