Commodity Remodeling Educates Buyers on Price

Carl Krueger Construction in Milwaukee introduced a three-tier bathroom remodel series to help potential customers understand what features they can get based on price ranges.

August 31, 2003

Carl Krueger Construction in Milwaukee introduced a three-tier bathroom remodel series to help potential customers understand what features they can get based on price ranges.

"It's a great marketing tool," says Diane Ausavich, CR, director of marketing. "We're distributing forms that detail each series at home shows so people have a good idea of what a project would cost."

The brainchild for the series came from Joe Rathsack, the company's estimator. He believes organizing projects like this helps increase speed and efficiency between the homeowner and the salesperson by eliminating selection steps. He says it also gives customers instant brand recognition - "they know we're not going to the big-box stores and getting the cheapest materials" - while still allowing them choice with colors and styles (and substitutions are allowed).

The company started selling and producing projects developed from the series this year and has done five projects to date. It will post the series' forms on its Web site and is considering expanding this idea of commodity remodeling to kitchen, rec room and garage projects.

"We want people to understand that we're putting in new fixtures, things are being repaired and maintained, and the bathroom will have a new, fresh look," says Rathsack. "It's about value for your dollar."

Gold Series

Average base price: $25,000 and over

(Based on a large bathroom with plumbing relocation and structural changes)
  • 4 hours complimentary design service
  • $60 cabinet hardware allowance
  • Allowance for vanity and recessed lighting
  • Millwork and finishing
  • Silver Series

    Average base price: $10,000 to $15,000

    (Based on a standard 5x7 bathroom with no plumbing relocation or structural changes)
  • 3 hours complimentary design service
  • $50 cabinet hardware allowance
  • $200 light fixture allowance
  • Bronze Series

    Average base price: $8,500 to $10,000

    (Based on a standard 5x7 bathroom with no plumbing relocation or structural changes)
  • 2 hours complimentary design service
  • Merillat cabinets
  • $100 light fixture allowance
  • Selected features from each Carl Krueger Construction series

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