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The biggest message industry associations try to get across to builders and remodelers is to train their workers on how they are expected to work and behave safely on the job. Proper training protects them and their bottom line.

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Circle Top™, Casement and Awning Combinations

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Arch Window, Casement, Awning and Patio Door Combinations

Custom Arch Combinations

Flexiframe® Window Combinations

Remodeling Feature Window Combinations

Andersen® Patio Door and Window Combinations

Actually, market research may be more vital to small contractors than to large ones, because of their narrower margin for error. And a small contracting company can put together a comprehensive market research program with very little money or time investment.

The payoffs from gathering market intelligence can be significant. Simonini Builders, a custom builder in Charlotte, N.C., learned through its research that a large corporation was moving its headquarters to Charlotte. Simonini acquired several premium custom-home lots in communities near the new headquarters and made several quick sales to incoming executives.

To learn what’s going on in your market, establish a routine for talking to and studying the people who are in it. Here’s a comprehensive program you can adapt to your business to get you started on knowing your market.

• Facts/Advantages
• Tips
• Step by Step Guide to Television
• Making a Television Buy
• Monitoring the Results
• Glossary of Television Terms

*Frank Lloyd Wright is a registered trademark of the Frank Lloyd Wright Foundation.

But if you ask anyone who has lived in a house made almost entirely of glass, they will tell you that there is need for a happy medium. Too many windows can cause a sense of agoraphobia, with no place to nestle.

Beautifully.

Architect.

Builder.

Remodeler.

Actually, market research may be more vital to small contractors than to large ones, because of their narrower margin for error. And a small contracting company can put together a comprehensive market research program with very little money or time investment.

The payoffs from gathering market intelligence can be significant. Simonini Builders, a custom builder in Charlotte, N.C., learned through its research that a large corporation was moving its headquarters to Charlotte. Simonini acquired several premium custom-home lots in communities near the new headquarters and made several quick sales to incoming executives.

To learn what’s going on in your market, establish a routine for talking to and studying the people who are in it. Here’s a comprehensive program you can adapt to your business to get you started on knowing your market.

According to three successful remodelers, this is what you should do in boom times:

Use brand name products. "If you brand yourself with quality products, people look at you as someone who doesn't cut corners," says Mark Brick, owner of B&E General Contractors of Milwaukee. "It does brand your company."

Stay close to previous clients. "We realize that's where most of our work is coming from," says David Brady, owner of Oak Design and Construction of Oak Park, Ill. Brick agrees. "I just make sure my past clients are my most important," he says. "Because that creates my new clients."

Reward previous clients for referrals. Both Brick and Brady use dinner gift certificates as thank you's for job leads. Brick sends $50 certificates even if a referral doesn't turn into a job; Brady also gives away movie and popcorn coupons.

Consider a new tack. Although Robert Whitney Jr. of Whitney's Inc. in Franconia, N.H., hand delivers linen calendars to 1,800 former clients each year, he has started running testimonials from customers in local papers. "That's been exceedingly successful for us," the remodeler says.

Market at the same pace--or better. Brady and Whitney say despite the boom market, they're marketing aggressively. "The competition is tough," Whitney says. "Our workers are now out working on their own." Brady says his $2.3 million shop has doubled its marketing budget from $23,000 to $46,000.

Brick, like the other remodelers, says the boom market has allowed him to boost prices. "People have not coughed at our prices," he says, "which have definitely gone up. Over the past two years, they're up 25 percent." Whitney increased his prices by 10 percent; Brady says his shop works toward the industry standard markup of 67 percent.

"Most of the people I know are pretty overwhelmed with the business they have, so I see a lot of people not marketing," Brady says. But the remodeler sees this time as the perfect time to market, "because business is good, the money is there, and this is a good time to do it."

Copyright 2001, Hanley-Wood, LLC. All Rights Reserved. Republication or redissemination of this article's content is expressly prohibited without the written permission of Hanley-Wood, LLC.

"We have a considerably more difficult challenge because the only way to really expand--if you're not expanding the width of your product line--is to get on a plane," says Michael A. Houar, president of Hawaiian Repair and Remodeling of Oahu.

Over the coming two years, Houar's two affiliated companies--Kauai Vinyl Siding & Contracting and Valley Isle Vinyl and Remodeling of Maui--will be absorbed into Hawaiian Repair and Remodeling. The trio accounts for $3 million in business annually.

The original company was the Kauai siding business, and only through concerted sales and marketing efforts has the company expanded territory and product mix, which now includes renovation and reconstruction.

Making the transition was difficult, Houar says. But once he had a sales staff willing to learn what it took to make sales in siding and remodeling, he had a winning formula. This is what he did:

Chose well. Houar considered what offered the best potential for payoff. He declined business on the smaller islands of Molokai and Lanai, because working there would require high overhead and low return. Oahu, his latest target, is 10 times the size of the other markets combined.

Stayed in his niche. Houar's ideal clients are homeowners 55 or older, who own their homes and have chunks of equity. "Don't change from the formula that works best," he suggests. "If we were chasing first-time homeowners, we'd have a tougher time expanding."

Watched the competition. Watch for gaps in the market, and where there's no activity, march in. Houar has done just that in the Oahu siding market.

Built a team. The sales staff needs to work together during a new campaign, Houar says. "If there's something one guy doesn't know, then he should get help. You're better off to share a sale than for everybody to come home with nothing."

Asked if his market was really saturated. "I'm a firm believer that you can never really saturate a market if you're doing a good job with customer service," Houar says. "Maybe then it's time to look at the 'width' question. Is it time to start a handyman service? That's something we're thinking of."

Copyright 2001, Hanley-Wood, LLC. All Rights Reserved. Republication or redissemination of this site's content is expressly prohibited without the written permission of Hanley-Wood, LLC.

The biggest message industry associations try to get across to builders and remodelers is to train their workers on how they are expected to work and behave safely on the job. Proper training protects them and their bottom line.

"The interior front door trim is the last thing people see in a house," says Parry, a custom-home builder in Doylestown, Pa. "So a couple of years ago, I decided to do it really big."

Working with a local company that creates plaster moldings for historical renovations, Parry created a front-door trim package with wide, intricate pilasters and a commanding head. To frame a front door, Parry uses three molds, some as big as 4 feet wide and 7 feet long.

The plaster molds cost more than trimming with wood because they're labor intensive, both in the factory and on-site. But "they have a very warm effect that adds to the house," says Parry, who also uses plaster molds for bookcase brackets in the library and for the fireplace mantel. "Working with plaster lets us create nice detail, and it doesn’t crack like wood. It really knocks people’s socks off."

"We set the target date five working days before the closing," says president Dave Kingman. "Everything is geared toward finishing the home by that day. The next five days are our perfection period, when we do all the touch-up work."

To give the target date some teeth, Kingman's compensation plan penalizes superintendents a hefty percentage of their bonus for each day past the target date that the home isn't completed. They lose an additional percentage of the bonus for each punchlist item over five.

The program works. Under the target-date system, every home but one has been completed by the target date -- and none with more than five punchlist items.

©1995-2001 Andersen Corporation. All rights reserved.

The key is to design their dream home, do a detailed estimate and then, along with some creative brainstorming, work backwards, picking out the items that can be done at a later date.

For example, on this home, he left the second floor and the lower level unfinished (although both were wired and plumbed), and he didn't complete the trim. Finishing the house to that level, he says, allowed the buyers to get into what will eventually be more than a $500,000 home for a little more than $275,000.

©1995-2001 Andersen Corporation. All rights reserved.

• Gather copies of your existing marketing materials including good photographs of completed work. What do they suggest are the benefits of or reasons for working with your company?
• Gather your competitor's marketing materials -- NOT so you can copy them or get ideas from them but so you DON'T copy them. There's nothing less effective then a "me-too" campaign. You may want to set yourself apart from them -- in the quality and excitement of your product, in the way you deal with customers and in the value you provide.

Whatever you do, don't get cute. The worst name we ever ran across for a construction company (honest to goodness) was "Fly-By-Night Construction." They're no longer in business.

"The interior front door trim is the last thing people see in a house," says Parry, a custom-home builder in Doylestown, Pa. "So a couple of years ago, I decided to do it really big."

Working with a local company that creates plaster moldings for historical renovations, Parry created a front-door trim package with wide, intricate pilasters and a commanding head. To frame a front door, Parry uses three molds, some as big as 4 feet wide and 7 feet long.

The plaster molds cost more than trimming with wood because they're labor intensive, both in the factory and on-site. But "they have a very warm effect that adds to the house," says Parry, who also uses plaster molds for bookcase brackets in the library and for the fireplace mantel. "Working with plaster lets us create nice detail, and it doesn’t crack like wood. It really knocks people’s socks off."

"We set the target date five working days before the closing," says president Dave Kingman. "Everything is geared toward finishing the home by that day. The next five days are our perfection period, when we do all the touch-up work."

To give the target date some teeth, Kingman's compensation plan penalizes superintendents a hefty percentage of their bonus for each day past the target date that the home isn't completed. They lose an additional percentage of the bonus for each punchlist item over five.

The program works. Under the target-date system, every home but one has been completed by the target date -- and none with more than five punchlist items.

©1995-2001 Andersen Corporation. All rights reserved.

The key is to design their dream home, do a detailed estimate and then, along with some creative brainstorming, work backwards, picking out the items that can be done at a later date.

For example, on this home, he left the second floor and the lower level unfinished (although both were wired and plumbed), and he didn't complete the trim. Finishing the house to that level, he says, allowed the buyers to get into what will eventually be more than a $500,000 home for a little more than $275,000.

©1995-2001 Andersen Corporation. All rights reserved.

• Prospect registration. Give every prospect a registration card that asks them about their family size, target price range and urgency to buy. By studying these cards regularly, you can track your traffic and spot buying trends among prospects. If, for example, you’re seeing a lot of empty-nester couples and all your plans have the master bedroom upstairs, you need to redesign.
• Client surveys. Survey all your clients within 30 days of completion to learn what they were looking for, whether you provided it and how you could improve.
• Client lunch. Once each month, take a client to lunch. Talk in depth about what they wanted and whether you met their expectations. Talk as well about their friends — for referrals — and about the market in general.
• Competitive shopping. Once afternoon each month, shop your competition. Visit their sites, look for strengths and weaknesses, find your competitive advantages and pick up features or ideas you can use.
• Realtor relationships. No one knows the local real-estate market like a good realtor. Establish relationships with one or two top realtors and invite them to breakfast once a quarter to share ideas and market insights.
• Watch the MLS. Each quarter, compare — by price point — the number of listings and the number of written contracts. This will give a rough idea of supply and demand in your market. Typically, anything more than six months’ worth of listings suggests an oversupply.
• Track job growth. Employment drives housing. Each quarter, compare the number of new jobs in the market with the number of pulled permits. You can get job information from your local chamber of commerce, and municipal-permit offices will give you permit data. Look for a new-jobs-to-permits ratio of 1.2/1. If the ratio is lower than that, your market is overbuilt.

Each architect has an individual style, approach to design and a method of work. So, it's important to find an architect who is compatible with your style and needs. Here is a step-by-step guide from the American Institute of Architects.

• Prospect registration. Give every prospect a registration card that asks them about their family size, target price range and urgency to buy. By studying these cards regularly, you can track your traffic and spot buying trends among prospects. If, for example, you’re seeing a lot of empty-nester couples and all your plans have the master bedroom upstairs, you need to redesign.
• Client surveys. Survey all your clients within 30 days of completion to learn what they were looking for, whether you provided it and how you could improve.
• Client lunch. Once each month, take a client to lunch. Talk in depth about what they wanted and whether you met their expectations. Talk as well about their friends — for referrals — and about the market in general.
• Competitive shopping. One afternoon each month, shop your competition. Visit their sites, look for strengths and weaknesses, find your competitive advantages and pick up features or ideas you can use.
• Realtor relationships. No one knows the local real-estate market like a good realtor. Establish relationships with one or two top realtors and invite them to breakfast once a quarter to share ideas and market insights.
• Watch the MLS. Each quarter, compare — by price point — the number of listings and the number of written contracts. This will give a rough idea of supply and demand in your market. Typically, anything more than six months’ worth of listings suggests an oversupply.
• Track job growth. Employment drives housing. Each quarter, compare the number of new jobs in the market with the number of pulled permits. You can get job information from your local chamber of commerce, and municipal-permit offices will give you permit data. Look for a new-jobs-to-permits ratio of 1.2/1. If the ratio is lower than that, your market is overbuilt.

It sets the stage for all your efforts to create consumer awareness and gain competitive advantage.

To establish a new position in the customer's mind, do a Marketing Makeover

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1. If you would like to use the Andersen Corporation logo and/or the "ANDERSEN" trademark to link to our site(s) and/or the online brochures, it/they must be accompanied by the following language:

   "Andersen" and the AW logo are registered trademarks of Andersen Corporation.

   This language may be displayed on your site in one of the following locations:

   • directly below the AW logo,
   • in the footer of the page on which the AW logo appears, or
   • on the "legal statements" page of your Web site, if you have one.

   Upon your completion and return of the attached form, we will provide a logo to you in .gif file format.

2. You will refrain from using the logo or online product brochures in any manner that could reasonably be likely to:
   1. Imply affiliation with, endorsement or sponsorship by Andersen;
   2. Cause confusion, mistake or deception;
   3. Dilute Andersen's trademarks; or
   4. Otherwise violate state or federal law.

3. Instead of linking to the Andersen® Web site(s) and/or online brochures within a frame on your site, you will either link directly to it/them OR link in a new window to avoid any misperception of Andersen's relationship with your company or any third party, such as an advertiser or sponsor of your site.

   For example, to link to the Andersen site in a new window, use the following HTML code:

   <A HREF="http://www.andersenwindows.com" TARGET="new window">

4. When linking to the Andersen Web site, you will link to the Andersen home page (http://www.andersenwindows.com) unless otherwise agreed to by Andersen in writing.

5. You will respect the applicable copyrights, trademarks and other proprietary rights that protect the content, organization, graphics, design, software, compilation, magnetic translation, digital conversion and other matters related to the Andersen Web site(s) and online brochures. These laws prohibit the copying, redistribution, use or publication by your company of any such content or any part of Andersen Web site(s) or online brochures, unless expressly permitted in writing by us.

6. The services and content from or through the Andersen Web site(s) and online product brochures are provided "as-is." ALL WARRANTIES, EXPRESS OR IMPLIED, ARE DISCLAIMED--INCLUDING BUT NOT LIMITED TO THE DISCLAIMER OF ANY IMPLIED WARRANTIES OF MERCHANTABILITY AND FITNESS FOR A PARTICULAR PURPOSE. While we endeavor to test our sites thoroughly, they may contain bugs, errors, problems or other limitations. Andersen assumes no liability or responsibility for any errors or omissions in the content contained in the Andersen Web site(s) or online brochures.

7. You will notify us promptly of a change in address for your company or a change in URL for your Web site.

8. All trademarks, logos and images owned by Andersen Corporation and provided to you for use on your Web site are considered licensed to you and Andersen retains full and complete title to them, including all associated intellectual property rights. Any use of an Andersen trademark, logo or image must be approved by Andersen and consistent with standards of high quality and Andersen may review your Web site from time to time to ensure that these standards are maintained.

9. Andersen sometimes provides access to other World Wide Web sites from its site(s). However, Andersen does not endorse or approve any products or information offered at your site, at any site that is reached via your site or at any site that is reached via Andersen's site(s).

10. Andersen may terminate this agreement at any time without notice to you if, in its sole judgement, you breach any term in these Guidelines. Andersen is entitled to terminate all or part of its Web site or online brochures at any time, without notice to you.

    If any provision of these guidelines is unlawful, void or unenforceable, it will not affect the validity and enforceability of any remaining provisions. Andersen may modify these guidelines at any time.

1. If you would like to use the Andersen Corporation logo and/or the "ANDERSEN" trademark to link to our site(s) and/or the online brochures, it/they must be accompanied by the following language:

   "Andersen" and the AW logo are registered trademarks of Andersen Corporation.

   This language may be displayed on your site in one of the following locations:

   • directly below the AW logo,
   • in the footer of the page on which the AW logo appears, or
   • on the "legal statements" page of your Web site, if you have one.

   Upon your completion and return of the attached form, we will provide a logo to you in .gif file format.

2. You will refrain from using the logo or online product brochures in any manner that could reasonably be likely to:
   1. Imply affiliation with, endorsement or sponsorship by Andersen;
   2. Cause confusion, mistake or deception;
   3. Dilute Andersen's trademarks; or
   4. Otherwise violate state or federal law.

3. Instead of linking to the Andersen Web site(s) and/or online brochures within a frame on your site, you will either link directly to it/them OR link in a new window to avoid any misperception of Andersen's relationship with your company or any third party, such as an advertiser or sponsor of your site.

   For example, to link to the Andersen site in a new window, use the following HTML code:

   <A HREF="http://www.andersenwindows.com" TARGET="new window">

4. When linking to the Andersen Web site, you will link to the Andersen home page (http://www.andersenwindows.com) unless otherwise agreed to by Andersen in writing.

5. You will respect the applicable copyrights, trademarks and other proprietary rights that protect the content, organization, graphics, design, software, compilation, magnetic translation, digital conversion and other matters related to the Andersen Web site(s) and online brochures. These laws prohibit the copying, redistribution, use or publication by your company of any such content or any part of Andersen Web site(s) or online brochures, unless expressly permitted in writing by us.

6. The services and content from or through the Andersen Web site(s) and online product brochures are provided "as-is." ALL WARRANTIES, EXPRESS OR IMPLIED, ARE DISCLAIMED--INCLUDING BUT NOT LIMITED TO THE DISCLAIMER OF ANY IMPLIED WARRANTIES OF MERCHANTABILITY AND FITNESS FOR A PARTICULAR PURPOSE. While we endeavor to test our sites thoroughly, they may contain bugs, errors, problems or other limitations. Andersen assumes no liability or responsibility for any errors or omissions in the content contained in the Andersen Web site(s) or online brochures.

7. You will notify us promptly of a change in address for your company or a change in URL for your Web site.

8. All trademarks, logos and images owned by Andersen Corporation and provided to you for use on your Web site are considered licensed to you and Andersen retains full and complete title to them, including all associated intellectual property rights. Any use of an Andersen trademark, logo or image must be approved by Andersen and consistent with standards of high quality and Andersen may review your Web site from time to time to ensure that these standards are maintained.

9. Andersen sometimes provides access to other World Wide Web sites from its site(s). However, Andersen does not endorse or approve any products or information offered at your site, at any site that is reached via your site or at any site that is reached via Andersen's site(s).

10. Andersen may terminate this agreement at any time without notice to you if, in its sole judgement, you breach any term in these Guidelines. Andersen is entitled to terminate all or part of its Web site or online brochures at any time, without notice to you.

    If any provision of these guidelines is unlawful, void or unenforceable, it will not affect the validity and enforceability of any remaining provisions. Andersen may modify these guidelines at any time.

The other element of contractors and brand identity that is unique is how contractors serve as a company's representative. Not only can contractors use that identity to help sell and market their services, manufacturers can use contractors as their on-site corporate representatives. At REMODELING Magazine, we call this role, "the brand manager."

Americans have grown to expect a much higher level of service than they ever had in the past. Oldsmobile, for example, now offers 24-hour roadside service. Five years ago, such an investment in service in a mid-priced car would have been unthinkable. The same is true with remodeling services. Windows are represented on the job site and in the home by the contractor who specifies, installs, and services them. If a homeowner has problems with a window, he calls the contractor first. How a contractor responds to homeowner inquiries from initial interest in the window to potential service calls reflects directly on the reputation and brand name of that window.

It is, then, essential that contractors associate themselves not only with strong brand names, but also with companies capable of providing the service necessary to back up the ever-increasing demands of homeowners. It is only through such a cooperative arrangement that quality work, satisfied customers, great craftsmanship, and beautiful design can be achieved.

Contractors use brand-name identity to help sell their services. There are almost no identifiable brand name contractors. For contractors serving the middle to high-end market this is especially true. Certainly, some contractors, especially multi-generational companies, have strong identities in their communities. But you would be hard-pressed to find a contractor who could be accurately characterized as a brand name. Carrying products with strong brand identity, and using that identity in your marketing and sales approach, strengthens your position with the homeowner.

But there is an explanation. As every contractor knows, homeowners have less time now than they ever have. Trying to pin a remodeling client down to make product decisions requires nearly as much negotiation as the original contract. Given that time crunch, American consumers are more likely to rely on a proven brand name than branch into unexplored territory.

1. Have all bank and IRS correspondence sent to your home. This eliminates the opportunity for check forging.
2. Have all cash receipts and escrow checks sent to a bank lockbox or post office box, where a third party, such as your accountant, can collect them. This step will prevent someone from intercepting and fraudulently endorsing incoming checks.
3. Sign all checks personally. If that’s not possible, make sure the person who writes checks doesn’t have authority to sign them.
4. Reconcile all bank statements immediately. By looking over bank statements and canceled checks, you can quickly discover forged signatures or other discrepancies.
5. Mandate regular vacations. Vacations can disrupt any criminal activity going on in the office and give you the opportunity to pinpoint problems.

6. Avoid Friday deliveries and arrange just-in-time deliveries with suppliers. You don’t want material left unattended over the weekend.
7. Restrict scrap salvage. Thieves may start with your scrap pile and end up with a lot more.
8. Designate specific people to accept on-site deliveries and hold them responsible for shortages. If possible, don’t have the same person ordering materials and signing for them.
9. Post signs indicating the site is protected by an electronic security system.
10. Create a secure lockup early in the job to store expensive tools and materials.

1. Have all bank and IRS correspondence sent to your home. This eliminates the opportunity for check forging.
2. Have all cash receipts and escrow checks sent to a bank lockbox or post office box, where a third party, such as your accountant, can collect them. This step will prevent someone from intercepting and fraudulently endorsing incoming checks.
3. Sign all checks personally. If that’s not possible, make sure the person who writes checks doesn’t have authority to sign them.
4. Reconcile all bank statements immediately. By looking over bank statements and canceled checks, you can quickly discover forged signatures or other discrepancies.
5. Mandate regular vacations. Vacations can disrupt any criminal activity going on in the office and give you the opportunity to pinpoint problems.

6. Avoid Friday deliveries and arrange just-in-time deliveries with suppliers. You don’t want material left unattended over the weekend.
7. Restrict scrap salvage. Thieves may start with your scrap pile and end up with a lot more.
8. Designate specific people to accept on-site deliveries and hold them responsible for shortages. If possible, don’t have the same person ordering materials and signing for them.
9. Post signs indicating the site is protected by an electronic security system.
10. Create a secure lockup early in the job to store expensive tools and materials.

• Support the environmental goal to eliminate pollution at the source.
• Conserve natural resources through reduction, reuse and recycling of materials.
• Develop long-lasting products that have a minimal effect on the environment.
• Strive for continuous improvement with our environmental performance.

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First, find or make a site plan of your lot. If you don’t already have a site plan of your lot, check with your mortgage company or local building department. Normally, it will have a copy of the last survey on file. If not, grab a sheet of scrap paper, a pencil and a 50-foot tape measure then head outside to record your lot dimensions.

This isn’t as hard as it seems. Begin by measuring the borders of your property and drawing an outline of it. Use any clues available—stakes, markers, a neighbor’s fence, the street—to find the lot lines.

Project Profile
Description: Gillespie builds from approximately 30 designs with scores of options.
Style: Custom homes
Type: New homes
Location: Pittsburgh suburbs

Project Profile
Description: Home for a commercial contractor, completed November 1995, in Oklahoma City's Fairview Farm subdivision. The total budget was $1 million to complete the 11,000-square-foot mansion.
Style: Neoclassical
Type: New home
Location: Oklahoma City
Homeowners: A former city manager of Oklahoma City and now a commercial contractor there. He assembled the architect/designer/builder team himself.

Project Profile
Description: $300,000-plus residential remodel in Woodbury, N.Y.
Scope: Transformation
Type: Remodel
Location: Woodbury, N.Y.
Homeowners: The executive of a finance company with which Jarro worked. The family lived in a trailer on the property during remodeling. If Jarro hadn't completed the project on time, the company would have had to put up the family in a first-class hotel.

Once you’ve outlined your lot, sketch in the location and shape of your house, garage, drive, sidewalks, and any other permanent structures. Don’t worry about the accuracy of your sketch—you’ll make a drawing to scale after you collect all your measurements.

Determine the precise positions of these structures by measuring from lot lines to the corners of the structures and from one structure to another. Mark the locations of doors and windows, too.

Next, fill in the positions of existing trees. Measure and sketch in flower beds, bushes, walks, shrub borders, water spigots, play areas, and anything else of importance in your present yard. Mark the positions of overhead wires and underground utility lines. (Ask your utility company for help locating buried lines.)

Also note any local setback and easement requirements or deed restrictions you should keep in mind while planning your new landscape.

Address natural light sources first. If they’re good, try to retain as much of the light as possible, while still dressing the window. Simple lace panels are one example.

By designing our houses to make the most of each window included, we can actually use fewer windows to a far greater effect. Remember, more isn’t necessarily better. Sometimes more is simply more. There is an art to letting in the light.

PRODUCT NEWS

To help contractors begin developing a formal plan, the National Association of Home Builders (NAHB) sells a number of safety-related books, including the second edition of the NAHB-OSHA Jobsite Safety Handbook. (See link below.) The handbook -- a joint effort between the Occupational Safety and Health Administration (OSHA) and NAHB -- provides an illustrated guide to many safety hazards and how to comply with safety rules.

Result: The result of the "perfect collaboration" among Jarro, DeLuca and their client is a showcase home completed ahead of schedule.

Narrative
Key considerations: The homeowners wanted a lot of glass and a dramatic ceiling. Case fulfilled their wishes with Andersen^® windows and doors.

Result: A dream job and a "dream home." Entering the home, visitors are welcomed -- and awed -- by a striking example of Andersen^® windows at work.

Result: Windows are central to Gillespie’s marketing of his homes. He advertises the “natural light and open living spaces” of his designs. The net result is a thriving business and considerable pride in the homes he builds.

Result: A dream job and a "dream home." Entering the home, visitors are welcomed -- and awed -- by a striking example of Andersen^® windows at work.

Result: The result of the "perfect collaboration" among Jarro, DeLuca and their client is a showcase home completed ahead of schedule.

Result: Windows are central to Gillespie’s marketing of his homes. He advertises the “natural light and open living spaces” of his designs. The net result is a thriving business and considerable pride in the homes he builds.

Highlight: One place Gillespie won’t skimp is on windows. He will use Andersen^® windows with High-Performance^TM, Low-E glass in all of the homes he builds, no matter what the home’s value.

Highlight: Architect James DeLuca specified Andersen casement windows and gliding patio doors throughout the house -- about $30,000 worth of them.

Result: Case uses before and after photos of this home in its sales literature to show prospects that "even with a ho-hum house, there are possibilities."

Highlight: The entry spills into a two-story great room with a barrel-vault ceiling hovering at 22 feet. The eye travels to an expanse of floor-to-ceiling glass, through which appears backyard gardens, the pool and the Oklahoma horizon.

Highlight: One place Gillespie won’t skimp is on windows. He will use Andersen^® windows with High-Performance^TM, Low-E glass in all of the homes he builds, no matter what the home’s value.

Highlight: The entry spills into a two-story great room with a barrel-vault ceiling hovering at 22 feet. The eye travels to an expanse of floor-to-ceiling glass, through which appears backyard gardens, the pool and the Oklahoma horizon.

Result: Case uses before and after photos of this home in its sales literature to show prospects that "even with a ho-hum house, there are possibilities."

Highlight: Architect James DeLuca specified Andersen casement windows and gliding patio doors throughout the house -- about $30,000 worth of them.

120 x 90 pixel Andersen logo w/ white background

This condition is also common in winter. Humidity levels in winter months should not exceed 30-35%. To maintain these levels in your home, you may want to:

• check your venting,
• use a dehumidifier to remove moisture,
• turn your humidifier on furnace down or off,
• turn on exhaust fans during showers, and
• allow ceiling fans to run and circulate the air.

This condition is also common in winter. Humidity levels in winter months should not exceed 30-35%. To maintain these levels in your home, you may want to:

• check your venting,
• use a dehumidifier to remove moisture,
• turn your humidifier on furnace down or off,
• turn on exhaust fans during showers, and
• allow ceiling fans to run and circulate the air.

• Broadcast television is one of the most expensive television mediums. However, it will depend and vary on your specific viewing area and on program and time slot selection.
• Call the station and discuss costs with a sales representative. He or she will give you a list of avails. These will let you know what programs and time slots are available for advertisers to purchase. Based on your discussion with the station, you will know if broadcast television fits into your marketing plan.
• If you are not already familiar with local programming, watch several different shows during the course of a week before choosing a schedule. The station will also supply you with the audience delivery information so you will know the demographics of consumers watching the shows.

• Not every cable system is equipped to accept local advertising. Check with the Cable Company in your area to make sure cable is a viable alternative in your marketing plan.
• Become familiar with your local cable service to raise your comfort level about its use. To make sure you are aware of what is available in programming, spend a week or two watching the various network and local offerings on your system. Read several different program guides to see what kind of formats are used. Arrange a visit to a nearby system and speak with an advertising representative or the system manager.

• Create the climate
• Listen for signals
• Overcome objections
• Seal the deal
• Exceed expectations

In the exterior photo above, the one-story addition joins the original house to form an L-shape in back, perfect for a tidy little deck. Access from the kitchen dining area is through Andersen^® Frenchwood^® gliding patio doors and from the new room via Frenchwood hinged patio doors.

• If you’re adding on or renovating, explore window options for creating more pleasing natural light. Shapely arch windows, elegant French doors, and old-fashioned grilles are If you’re adding on or renovating, explore window options for creating more pleasing interesting choices.
• A room’s quality of light has much to do with fabric choices. Airy fabrics on the windows admit natural light. A light-colored floor, perhaps covered with inexpensive and versatile sisal, creates a sunbathed aura.
• Check out all the new light bulbs on the market--especially those pastel varieties--for creating soft, pleasing, calming light.
• Revitalizing a light source can be as simple as updating the lampshade. Some options now on the market include sophisticated paper shades in many shapes and hues, beaded shades that impart a warm glow, new stained glass, resin, and fabric shades. Silk is an old standby that remains a favorite for its luxurious look, whether the light is on or off.
• Consider chandeliers. They aren’t just made of crystal anymore. They’re forged iron, brushed steel, wood, and made in sizes and styles appropriate for any room in the house.
• Track lighting is sleeker and better than ever. Halogens are among the more interesting options. And track lights are versatile; they can be used for spotlights, general lighting, or both.

After transferring the measurements from your scratch paper to the graph paper, draw an arrow to mark the north point. The arrow will remind you of sun, shade, and prevailing wind patterns. Also, freely mark indications for other site conditions: good and bad views, privacy considerations, noise, slopes, erosion, even odors.

Result: Case uses before and after photos of this home in its sales literature to show prospects that "even with a ho-hum house, there are possibilities."

Highlight: Architect James DeLuca specified Andersen casement windows and gliding patio doors throughout the house -- about $30,000 worth of them.

Highlight: The entry spills into a two-story great room with a barrel-vault ceiling hovering at 22 feet. The eye travels to an expanse of floor-to-ceiling glass, through which appears backyard gardens, the pool and the Oklahoma horizon.

Highlight: One place Gillespie won’t skimp is on windows. He will use Andersen^® windows with High-Performance^TM, Low-E glass in all of the homes he builds, no matter what the home’s value.

“They cost a little more than some windows, but they save so much in service and provide lower utility costs and greater customer satisfaction.” — Alan Gillespie

“Windows make a home feel larger.” — Alan Gillespie

Testimonials:
“The homeowners wanted people to say, ‘Wow!’ The size of it, the light from it, the view through it: that’s how we established the ‘Wow!’” — Bruce Bockus, architect

“It became apparent early on that Andersen had the best array of products to respond to our needs,” especially because of “Andersen’s fantastic warranty on windows.” — Mark Dale, president, Carriage Homes

Testimonials:
“With an Andersen products, everything is a ‘pro’ situation, from quality of material, affordability and flexibility to availability.” —James DeLuca, architect

“We were very pleased to see Andersen products in the architect’s plans. They are always our first choice, both in terms of availability and performance.” — Ronald Boden, CEO, Jarro Building Industries Corporation

Highlight: Andersen Flexiframe^® windows gave Case the flexibility to execute its design.

Set the graph paper aside for a moment and make a list of your yard’s needs. Start with the essentials: the items most important to your family. For example, do you need a specific play area? A vegetable garden? Privacy for a planned patio or deck?

Take a walk or drive through your neighborhood and other similar areas to gather ideas. Look through magazines and books. While researching, weigh your yard’s current assets and liabilities, and consider how new ideas could accent the good and downplay the bad.

• The right paint color.
  It doesn’t have to be a pale, pale shade. It’s true that light colors make things feel airy, but that doesn’t necessarily mean the room’s going to feel comfortable. You may want a richer wall color to create warmth. And when you pair a rich color with a contrasting trim, it still sparkles.
• Ceiling color.
  A light color will feel airy. A darker color will create a sense of enclosure. Sponged, striated, and glazed walls look smart and enhance a room’s light quality.
• Wall coverings.
  These can transform dingy, dark rooms into light, bright spaces. Also, padded and upholstered walls add softness and comfort to a room, especially when finished with a raised border.
• Mirrors.
  They throw light about a room beautifully, make things sparkle and make a room look larger and brighter than it really is. They can be a real asset if they’re used right. Instead of installing an entire wall of mirrors, consider mirrors that hang freely. They tend to have more interesting shapes and enhance a room more, especially when elegantly framed.

• Keep in touch
• Easy to reach
• Excellent service
• Promote referrals

• You must decide whom you want to reach with your commercials. Since cable and television offer a wide selection of programming appealing to different consumers, you'll need to decide, based on viewership, which programs will reach those customers you want to get.
• When considering program offerings, get your local system's figures on the program before making a decision. These figures will describe the type of audience that a particular program attracts. You will be better able to make a decision with these figures in hand.
• Some effective programming choices for reaching upscale consumers with discretionary income are:
  

  Cable Television
  A&E
  ESPN
  The Discovery Channel
  A PBS-type Format
  All-news channels
  Broadcast Television
  Local News
  

• You will also need to decide on what portions of the day (dayparts) will be the best times to air your commercial. Broadcasting dayparts are:
  

  Morning - 7:00AM - 9:00AM
  Daytime - 9:00AM - 4:30PM
  Early Fringe - 4:30PM - 7:30PM
  Prime Access - 7:30PM - 8:00PM
  Prime Time - 8:00PM - 11:00PM
  Late News - 11:00PM - 11:30PM
  Late Fringe - 11:30PM - 1:00AM
  Late Night - 1:00AM - Off Air
  

• The portion of the day that reaches the most working viewers is Prime Time but it is also the most expensive programming. The choice, however, depends on your intended audience.
  

  "Consider appearing in your own commercials. It instills confidence and your customers will come to trust you."

• Establish safety incentives, such as days off or bonuses for adhering to safe-work practices:
  • wearing hard hats or other protective equipment
  • proper construction
  • use of scaffolding
• Put new employees on "probation" with certain tools, equipment and tasks until they become proficient
• Make one worker a safety coordinator in charge of policing safe-work practices, insurance, medical resources and other areas of the program.

234 x 60 pixel Andersen logo w/ black background

Result: Adding a simple feature window turned a standard attic retreat into a sun-filled master suite -- with no delays!

Result: LaCoy made the most of his client’s beautifully wooded Wisconsin site.

• Would you hire this company again?
• Did the remodeler maintain a neat worksite?
• Did the crew show up on time? Were you pleased with their work style?
• Was your project completed on time and within the budget?
• Was the remodeler easy to talk to and did he or she keep you informed as the job progressed?

Result: Adding a simple feature window turned a standard attic retreat into a sun-filled master suite -- with no delays!

Result: Adding a simple feature window turned a standard attic retreat into a sun-filled master suite -- with no delays!

Result: LaCoy made the most of his client’s beautifully wooded Wisconsin site.

Result: LaCoy made the most of his client’s beautifully wooded Wisconsin site.

• Establish safety incentives, such as days off or bonuses for adhering to safe-work practices:
  • wearing hard hats or other protective equipment
  • proper construction
  • use of scaffolding
• Put new employees on "probation" with certain tools, equipment and tasks until they become proficient
• Make one worker a safety coordinator in charge of policing safe-work practices, insurance, medical resources and other areas of the program.

For example, Pinnacle decided its major benefits were:

1. The Pinnacle Custom Home Team can create a home especially designed to fit your family needs. The benefits are livability and social status.
2. Better design means affordable quality. Pinnacle uses brand name appliances and components to create an awareness of quality.
3. The neighborhood is one of the best in town, convenient to growth, work, shopping and good schools.

Also, every message should contain a call to action. Have them do something, even if it's just to pick up the phone and ask for more information. Combining a free offer with a reason to ACT NOW is a great call to action.

• Get help with the areas where you may lack expertise, such as copy writing and graphic design.
• Remember this is your company and you're in charge. You have to feel comfortable with the message and with the image. Both of them have to reflect the direction you want your company to go.

• whether or not the prospect has a realistic idea of the time needed for quality construction.
• how close the prospect is to making a decision. 

If your schedule is too crowded to permit you to match their wishes, you can explain it to them early in the process and convince them to wait for your schedule to open up.

[Back to list]

Recognition is crucial to your line of work. One way to create instant recognition and at the same time enhance your reputation is to use Andersen® brand name products. See Importance of Brand.

Testimonials:
“With an Andersen products, everything is a ‘pro’ situation, from quality of material, affordability and flexibility to availability.” —James DeLuca, architect

“We were very pleased to see Andersen products in the architect’s plans. They are always our first choice, both in terms of availability and performance.” — Ronald Boden, CEO, Jarro Building Industries Corporation

Highlight: Andersen Flexiframe^® windows gave Case the flexibility to execute its design.

Testimonials:
“The homeowners wanted people to say, ‘Wow!’ The size of it, the light from it, the view through it: that’s how we established the ‘Wow!’” — Bruce Bockus, architect

“It became apparent early on that Andersen had the best array of products to respond to our needs,” especially because of “Andersen’s fantastic warranty on windows.” — Mark Dale, president, Carriage Homes

“They cost a little more than some windows, but they save so much in service and provide lower utility costs and greater customer satisfaction.” — Alan Gillespie

“Windows make a home feel larger.” — Alan Gillespie

Testimonials:
“The homeowners wanted people to say, ‘Wow!’ The size of it, the light from it, the view through it: that’s how we established the ‘Wow!’” — Bruce Bockus, architect

“It became apparent early on that Andersen had the best array of products to respond to our needs,” especially because of “Andersen’s fantastic warranty on windows.” — Mark Dale, president, Carriage Homes

Highlight: Andersen Flexiframe^® windows gave Case the flexibility to execute its design.

Testimonials:
“With an Andersen products, everything is a ‘pro’ situation, from quality of material, affordability and flexibility to availability.” —James DeLuca, architect

“We were very pleased to see Andersen products in the architect’s plans. They are always our first choice, both in terms of availability and performance.” — Ronald Boden, CEO, Jarro Building Industries Corporation

“They cost a little more than some windows, but they save so much in service and provide lower utility costs and greater customer satisfaction.” — Alan Gillespie

“Windows make a home feel larger.” — Alan Gillespie

Execution: Andersen windows with High-Performance^TM glass are an important part of the “energy package” that is standard in Heartland Homes. And one of the most popular options offered by Heartland Homes is bay windows — from 45-degree, five-window bays to square walkout bays.

Design Solutions
That Grand Feeling
The original split-level design posed a special window challenge for architect James DeLuca. Ceiling height limited what he could do to create the open, airy feeling his clients wanted. He solved the problem by using a combination of Andersen Circle Top^TM and casement windows. “We were able to get a tall, spacious feeling while enhancing the balance and proportions of the overall design,” he says.

Testimonials:
“Andersen products are like a series of tools that allow us to do a lot of different things.”—Mark Richardson, President, Case Design/Remodeling Inc.

“With Andersen Flexiframe windows, we can create any shape to reflect the ceiling line.”—Bill Millholland, senior project designer, Case Design/Remodeling Inc.

Execution: Big windows aren’t in keeping with neoclassical architecture, so Bockus entertained options that would allow abundant natural light, yet still fit his design. He needed enough room between the fascia and window, as well as between windows, to accommodate a cast-stone surround.

Uppermost on Dale’s mind were structural supports between windows and over headers. Edwards wanted to achieve header heights, and casing and window jam depths to suit certain window treatments.

Execution: Andersen windows with High-Performance^TM glass are an important part of the “energy package” that is standard in Heartland Homes. And one of the most popular options offered by Heartland Homes is bay windows — from 45-degree, five-window bays to square walkout bays.

Execution: Big windows aren’t in keeping with neoclassical architecture, so Bockus entertained options that would allow abundant natural light, yet still fit his design. He needed enough room between the fascia and window, as well as between windows, to accommodate a cast-stone surround.

Uppermost on Dale’s mind were structural supports between windows and over headers. Edwards wanted to achieve header heights, and casing and window jam depths to suit certain window treatments.

Testimonials:
“Andersen products are like a series of tools that allow us to do a lot of different things.”—Mark Richardson, President, Case Design/Remodeling Inc.

“With Andersen Flexiframe windows, we can create any shape to reflect the ceiling line.”—Bill Millholland, senior project designer, Case Design/Remodeling Inc.

Design Solutions
That Grand Feeling
The original split-level design posed a special window challenge for architect James DeLuca. Ceiling height limited what he could do to create the open, airy feeling his clients wanted. He solved the problem by using a combination of Andersen Circle Top^TM and casement windows. “We were able to get a tall, spacious feeling while enhancing the balance and proportions of the overall design,” he says.

Result: The Andersen feature window opened up the living room, giving new life to the room’s cathedral ceiling and facing balcony.

Testimonials:
"I’ve seen windows shatter when log homes settle. I don’t worry about that here." -- Ken LaCoy

Result: The Andersen feature window opened up the living room, giving new life to the room’s cathedral ceiling and facing balcony.

Testimonials:
"I’ve seen windows shatter when log homes settle. I don’t worry about that here." -- Ken LaCoy

• Your budget will dictate the use of a 30-second or 60-second commercial. Keep in mind that the attention span of most consumers is not very long. Thirty seconds will probably accomplish your goals to your satisfaction.
• Consumers are exposed to hundreds of advertising messages during the course of one day. The two most important things to keep in mind when developing a commercial are to keep it simple and believable. Consumers will not retain a confusing message that attempts to say too much or looses them through overcomplicated production. They also tend to tune out commercials that they believe perceive as unbelievable or deceptive.
• It is a good idea to get professional help in creating a commercial. Lots of planning, a good script and storyboard, a high technical quality are musts for a professional image. You can either use your cable system's or television station's production staff, look in your Yellow Pages under Video Production Services, speak to advertising agencies, or use your local network of business owners. Make sure they thoroughly understand the style and content of the message you want to convey. Pre-production of your commercial will include:
  - Developing a concept: an idea on which to base the commercial.
  - Developing a script from the concept: the written verbiage and the instructions for announcers sound effects, etc.
  - Developing a storyboard: a visual indication of the action to take place in the commercial.
  
• Test the concept and the final commercial against the following questions to measure effectiveness:
  - Is it simple and is the message clearly conveyed?
  - Is it believable?
  - Is the basic selling concept powerful enough to overcome the "who cares?" attitude of general consumers?
  - Does the production bury the initial idea with too much glitzy technique?
  - How long are your projects/services on camera? Youe company's name and number? Your projects or services should be shown for the better part of the commercial, and your company name and number (or website) should be mentioned at least three times.
  - Is the copy too long? Keep the message simple.
  - Do the copy and the visuals work together to advance the selling message? Don't overstate in the copy what can be shown with visuals.
  - Does it demonstrate what you do and/or how you do it? Television provides the opportunity to show consumers what you can do for them.
  - Does it ask the viewer to do something? You have their attention, tell them to call or visit you.
  
• In your discussion with the production company, you may need to make a decision between videotape or film in the shooting process. Here are some things to consider:
  - Cost - Videotape is usually more expensive than film.
  - Time - A commercial can be taped on the air in two days. If it is filmed, it usually takes at least a week for developing, editing, mixing and other considerations.
  - Image - Film offers the production values associated with a quality-look, high budget commercial better than tape does. Although tape does have a lower quality image than film, it will still provide you with a good commercial.
  
• Once agreement has been reached on the storyboard and script, it's time for casting and production. You may want to consider appearing in your own commercials to develop confidence and trust among consumers. Also, any outside professional talent you use will increase your budget.
• The Producer and Director will review the shooting specifications with you before the actual shoot date to make decisions on any problems that may arise.
• After the shooting session, you will review dailies. This is a look at all the footage that was shot on that particular day so that you can choose the scenes you want to include in the final commercial.
• Post-production will include viewing and approving a rough cut or working with print. This is an edited version of all the chosen scenes placed in sequence. It does not include any special effects or announcers, etc. If you want to make adjustments to the commercial, they will be accomplished at this stage.
• After your approval of the rough cut, the production company will fully edit the commercial and produce the final piece for airing.
  

  "The two most important things to keep in mind when developing a commercial are to keep it simple and believable."

Highlight: Creating an Andersen feature window wasn’t complicated, as Kuzzy had feared. Instead, Andersen had the variety of special shapes he was looking for, and the products worked together on-site.

First, find the part in our Parts Catalog.
(The Parts Catalog is in PDF file format. To view it, you need the free Adobe® Acrobat® Reader^TM version 4.05b or later.)

Then, you may order the replacement part or make arrangements for an authorized Andersen service call through your Andersen dealer.

Highlight: Creating an Andersen feature window wasn’t complicated, as Kuzzy had feared. Instead, Andersen had the variety of special shapes he was looking for, and the products worked together on-site.

Testimonials:
"I’ve seen windows shatter when log homes settle. I don’t worry about that here." -- Ken LaCoy

Result: The Andersen feature window opened up the living room, giving new life to the room’s cathedral ceiling and facing balcony.

Highlight: Creating an Andersen feature window wasn’t complicated, as Kuzzy had feared. Instead, Andersen had the variety of special shapes he was looking for, and the products worked together on-site.

234 x 60 pixel Andersen logo w/ white background

Then, you may order the replacement part or make arrangements for an authorized Andersen service call through your Andersen dealer.

After you’ve finished your list, trace the plant and surface patterns that correspond to the needs on your list. For new trees and shrubs, use patterns to coincide with the size the plants will be in 20 years. Make your own to-scale pattern for a special need—a pond, gazebo, rock garden or the like.

Move your selected patterns around until you come up with workable solutions. Use a nonpermanent adhesive or a light application of a permanent one, so your initial arrangements can be changed as needed.

Try to imagine how attractive each arrangement will look from the inside—the view factor. Consider what you will see, smell, and hear coming in and out as well as how easy it will be to unload groceries, water a garden, or watch your children.

Testimonials:
“Andersen products are like a series of tools that allow us to do a lot of different things.”—Mark Richardson, President, Case Design/Remodeling Inc.

“With Andersen Flexiframe windows, we can create any shape to reflect the ceiling line.”—Bill Millholland, senior project designer, Case Design/Remodeling Inc.

Design Solutions
That Grand Feeling
The original split-level design posed a special window challenge for architect James DeLuca. Ceiling height limited what he could do to create the open, airy feeling his clients wanted. He solved the problem by using a combination of Andersen Circle Top^TM and casement windows. “We were able to get a tall, spacious feeling while enhancing the balance and proportions of the overall design,” he says.

Execution: Big windows aren’t in keeping with neoclassical architecture, so Bockus entertained options that would allow abundant natural light, yet still fit his design. He needed enough room between the fascia and window, as well as between windows, to accommodate a cast-stone surround.

Uppermost on Dale’s mind were structural supports between windows and over headers. Edwards wanted to achieve header heights, and casing and window jam depths to suit certain window treatments.

Execution: Andersen windows with High-Performance^TM glass are an important part of the “energy package” that is standard in Heartland Homes. And one of the most popular options offered by Heartland Homes is bay windows — from 45-degree, five-window bays to square walkout bays.

Order: Window Studio^® CD-ROM including tutorial videos for Windows^® platform.

Other Platforms: Single-unit Andersen^® Window Symbols for other computer platforms.

Solution: Gillespie’s standard designs include many windows, including up to six windows in the master bedroom, with two windows in a corner to provide an unbroken sight line that makes the room appear larger.

Solution: Perma-Shield^® system technology met the longevity criterion. Andersen^® Flexiframe^® windows allowed Bockus to create “big” feature windows by combining smaller windows in custom shapes and sizes.

An Andersen dealer in Oklahoma City supplied ten 28 x 80- and 28 x 96-inch Perma-Shield^® Flexiframe^® windows with High-Performance Sun^TM glazing. With all the project demands assessed, the Andersen order tallied 43 windows and 12 patio doors.

Featured Andersen^® Windows and Doors
Andersen^® Circle Top^TM and casement windows; Frenchwood^® and Perma-Shield^® gliding patio doors.

Execution: To get the dramatic ceiling the homeowners were looking for, Case chose Flexiframe pentagonal windows above the patio doors to the dining area and the master suite.

“It’s a semi-custom product within a standard product line that gives us the flexibility around which we can organize a design,” Richardson explains. “If we didn’t have that flexibility, we would have had to change the design.”

Once you’ve settled on a landscaping plan, wait a few weeks, perhaps even a few months. Then, if you still like the arrangement, affix the symbols permanently, and make a couple of copies. You’ll need these extra working plans to share with landscape designers, nursery personnel, and contractors who will help you decide on specific approaches.

Finally, save the pages of symbols. Even the best plan will require adjustments as your family’s needs change, as your trees grow and cast more shade, and as you discover better ways to make your surroundings more beautiful and enjoyable.

• Optional pre-finished white satin interiors
• Optional factory-applied extension jambs for 2x4 construction
• Thicker frame
• Aligned grooves for easier extension jamb application on mulled windows
• Long-track hinge
• Reach-and-Lift™ locking system

Result: Webb's house ended up pre-selling in the framing stage.

120 x 240 pixel Andersen vertical banner - interior shot

Result: The owners are delighted with the finished product.

Highlight: In California, energy efficiency is a major issue. That’s one reason Estes and Thelen use Andersen in 90 percent of their projects.

Execution: Installation was a breeze, says LaCoy. "The 2-by-4 jamb goes around the log opening, you put the window in, nail the fins and you’re done," he says.

Result: The owners are delighted with the finished product.

Result: The owners are delighted with the finished product.

Execution: Installation was a breeze, says LaCoy. "The 2-by-4 jamb goes around the log opening, you put the window in, nail the fins and you’re done," he says.

• Contact a sales representative at you local television station or Cable Company. He or she will work with you to develop effective and efficient radio-buys. Representatives use their knowledge of programming, subscriber counts, and audience's characteristics to help you make the best use of television.
• There are three ways to purchase airtime:
  1. Nationally, on cable networks or through national spot buys.
  2. Regionally, on groups of systems by way of interconnects and other cable firms.
  3. Locally, on individual cable systems or local television stations.
  
• You will primarily be dealing on a local level and perhaps a regional level if you have several locations throughout an area or have a broad service area. Ask your sales representative about each.
• Cable prices range from $3 to $490 for a thirty-second commercial on the system's size and type of programming. Pricing will be higher for a sixty-second commercial. Costs remain relatively low because cable systems depend on subscribers, not advertisers, for their profits. You should negotiate costs to be sure you get the best deal.
• Broadcast television costs will vary depending on your area and the time and program chosen (A thirty second spot during the NFL Superbowl costs approximate $7,000,000). Ask your sales representative.
• To know what kind of deal you are getting, examine viewer information carefully before signing a contract. The program may deliver too small an audience for the price you are paying.
• To offset audience-delivery problems on a cable buy, a good alternative is a roadblock (airing the same ad simultaneously on several different cable channels to capture a larger audience). An alternative to reach the most households is a rotating schedule among cable networks. Discuss each possibility with your sales representative.
• Before buying airtime, discuss the advertisers who will be surrounding your commercial with your representative. You want to associate your company with other quality advertisers to perpetuate a professional image. Also discuss your commercial's position within each block of ads. Reasearch indicate that the first or last spots are best.
• After all negotiations are complete, a signed contract indicates that the buy is completed to your satisfaction.

Highlight: In California, energy efficiency is a major issue. That’s one reason Estes and Thelen use Andersen in 90 percent of their projects.

Result: Webb's house ended up pre-selling in the framing stage.

Execution: Installation was a breeze, says LaCoy. "The 2-by-4 jamb goes around the log opening, you put the window in, nail the fins and you’re done," he says.

Highlight: In California, energy efficiency is a major issue. That’s one reason Estes and Thelen use Andersen in 90 percent of their projects.

The small real estate size signs are fine for direction but you want a site sign that can tell your story and continue to sell people who stop by, even if no one is there. We try to make our signs as large as is legally possible.

We use the front of the sign for the name of the builder, the logo, the theme and the phone number. On the back of the sign we show the front and rear elevations of the home, the floor plan plus the general message of the builder.

These are simply printed out (using a color ink jet printer) and then laminated in plastic and attached to the back of the sign. We also add a small plastic brochure box to the back so that people who stop by can take information home. After all, anyone who stops by a construction site is a prime prospect. You shoud do everything you can to make them want to get in touch with you.

• Beware the misinformed.
  Caution: On the other hand, during their research, they may have been given some misinformation—e.g., “My brother-in-law said that I can get this bathroom completely redone for $2500.” Your initial conversation is an opportunity to correct this thinking.

Featured Andersen^® Windows and Doors
Andersen^® Circle Top^TM and casement windows; Frenchwood^® and Perma-Shield^® gliding patio doors.

Execution: To get the dramatic ceiling the homeowners were looking for, Case chose Flexiframe pentagonal windows above the patio doors to the dining area and the master suite.

“It’s a semi-custom product within a standard product line that gives us the flexibility around which we can organize a design,” Richardson explains. “If we didn’t have that flexibility, we would have had to change the design.”

Solution: Perma-Shield^® system technology met the longevity criterion. Andersen^® Flexiframe^® windows allowed Bockus to create “big” feature windows by combining smaller windows in custom shapes and sizes.

An Andersen dealer in Oklahoma City supplied ten 28 x 80- and 28 x 96-inch Perma-Shield^® Flexiframe^® windows with High-Performance Sun^TM glazing. With all the project demands assessed, the Andersen order tallied 43 windows and 12 patio doors.

Solution: Gillespie’s standard designs include many windows, including up to six windows in the master bedroom, with two windows in a corner to provide an unbroken sight line that makes the room appear larger.

Solution: Perma-Shield^® system technology met the longevity criterion. Andersen^® Flexiframe^® windows allowed Bockus to create “big” feature windows by combining smaller windows in custom shapes and sizes.

An Andersen dealer in Oklahoma City supplied ten 28 x 80- and 28 x 96-inch Perma-Shield^® Flexiframe^® windows with High-Performance Sun^TM glazing. With all the project demands assessed, the Andersen order tallied 43 windows and 12 patio doors.

Execution: To get the dramatic ceiling the homeowners were looking for, Case chose Flexiframe pentagonal windows above the patio doors to the dining area and the master suite.

“It’s a semi-custom product within a standard product line that gives us the flexibility around which we can organize a design,” Richardson explains. “If we didn’t have that flexibility, we would have had to change the design.”

Featured Andersen^® Windows and Doors
Andersen^® Circle Top^TM and casement windows; Frenchwood^® and Perma-Shield^® gliding patio doors.

Result: Webb's house ended up pre-selling in the framing stage.

Solution: Gillespie’s standard designs include many windows, including up to six windows in the master bedroom, with two windows in a corner to provide an unbroken sight line that makes the room appear larger.

Result: A home that truly works in harmony with its surroundings. Because of the thoughtful teamwork that went into this home’s window package, the owners have much more than a great view outside. Instead, the trees, lake and sunshine are an integral part of their home.

Next Pro Views^® Article

Another successful tactic highlights the best products in Heartland models. Tabletop cards call attention to Andersen windows and other quality building products that enhance the value of a Heartland home.

Highlight: Tom Webb thought that the biggest selling point for Andersen^® products was energy efficiency. And since that isn't top-of-mind in the mild climate of Atlanta, Webb looked for design options when he decided to upgrade his windows. He found that he could get the best of both worlds with Andersen products. Webb now regularly specs Andersen windows.

Solution: Able to produce a custom look using mostly standard products, Case designed the roof slope the homeowners wanted, then ordered the window to fit exactly. Because the patio door and window are both Andersen products, they matched up easily making the carpenters’ jobs easier and ensuring consistent detailing.

Their crew did so resourcefully: Bruce Bockus used 2 x 8-inch walls vs. 2 x 6-inch, visually thickening the exterior wall while articulating the window; the bow shape made the window wall inherently rigid.

Though the house is wood-frame construction, Mark Dale added structural steel to support the window wall.

And Stephen Edwards’ concern about heat gain and sun damage from the southern exposure helped prompt the Andersen dealer’s solution: Andersen High-Performance Sun^TM insulating windows, which help reduce solar heat gain and ultraviolet rays.

Next Pro Views^® Article

Next Pro Views^® Article

Another successful tactic highlights the best products in Heartland models. Tabletop cards call attention to Andersen windows and other quality building products that enhance the value of a Heartland home.

Their crew did so resourcefully: Bruce Bockus used 2 x 8-inch walls vs. 2 x 6-inch, visually thickening the exterior wall while articulating the window; the bow shape made the window wall inherently rigid.

Though the house is wood-frame construction, Mark Dale added structural steel to support the window wall.

And Stephen Edwards’ concern about heat gain and sun damage from the southern exposure helped prompt the Andersen dealer’s solution: Andersen High-Performance Sun^TM insulating windows, which help reduce solar heat gain and ultraviolet rays.

Solution: Able to produce a custom look using mostly standard products, Case designed the roof slope the homeowners wanted, then ordered the window to fit exactly. Because the patio door and window are both Andersen products, they matched up easily making the carpenters’ jobs easier and ensuring consistent detailing.

392 x 72 pixel Andersen horizontal banner - interior shot

Testimonials:
"We needed to turn a tired floorplan into a showpiece. The Andersen feature window has great appeal." -- Dave Estes

Solution: Slip joints allow the logs to "come down" on their own time. And over the window, LaCoy installed a special type of slip-joint with a counter-flashing. "We flash into the logs and over the top of the window," says LaCoy. "You can’t really see it, but it does the job."

Highlight: Tom Webb thought that the biggest selling point for Andersen^® products was energy efficiency. And since that isn't top-of-mind in the mild climate of Atlanta, Webb looked for design options when he decided to upgrade his windows. He found that he could get the best of both worlds with Andersen products. Webb now regularly specs Andersen windows.

Testimonials:
"We needed to turn a tired floorplan into a showpiece. The Andersen feature window has great appeal." -- Dave Estes

• Ask your customers if they watch cable television. If they do, take note of the programs they watch.
• Add a response mechanism to your commercial, e.g. Mention that you saw this commercials and receive x% off your project.

Solution: Slip joints allow the logs to "come down" on their own time. And over the window, LaCoy installed a special type of slip-joint with a counter-flashing. "We flash into the logs and over the top of the window," says LaCoy. "You can’t really see it, but it does the job."

Highlight: The clients called for Andersen products. "What sealed the choice was that the owners really loved Andersen windows’ performance and value."

Testimonials:
"The window was right there when we needed it. And it fit together just like it was supposed to." -- Jim Kuzzy

Highlight: The clients called for Andersen products. "What sealed the choice was that the owners really loved Andersen windows’ performance and value."

Testimonials:
"The window was right there when we needed it. And it fit together just like it was supposed to." -- Jim Kuzzy

Solution: Slip joints allow the logs to "come down" on their own time. And over the window, LaCoy installed a special type of slip-joint with a counter-flashing. "We flash into the logs and over the top of the window," says LaCoy. "You can’t really see it, but it does the job."

Testimonials:
"We needed to turn a tired floorplan into a showpiece. The Andersen feature window has great appeal." -- Dave Estes

Highlight: The clients called for Andersen products. "What sealed the choice was that the owners really loved Andersen windows’ performance and value."

Testimonials:
"The window was right there when we needed it. And it fit together just like it was supposed to." -- Jim Kuzzy

Highlight: Tom Webb thought that the biggest selling point for Andersen^® products was energy efficiency. And since that isn't top-of-mind in the mild climate of Atlanta, Webb looked for design options when he decided to upgrade his windows. He found that he could get the best of both worlds with Andersen products. Webb now regularly specs Andersen windows.

Result: A home that truly works in harmony with its surroundings. Because of the thoughtful teamwork that went into this home’s window package, the owners have much more than a great view outside. Instead, the trees, lake and sunshine are an integral part of their home.

Result: A home that truly works in harmony with its surroundings. Because of the thoughtful teamwork that went into this home’s window package, the owners have much more than a great view outside. Instead, the trees, lake and sunshine are an integral part of their home.

• Contemporary, symmetrical shapes
• Two new door styles and two window styles
• White and stone finishes

Solution: Able to produce a custom look using mostly standard products, Case designed the roof slope the homeowners wanted, then ordered the window to fit exactly. Because the patio door and window are both Andersen products, they matched up easily making the carpenters’ jobs easier and ensuring consistent detailing.

Their crew did so resourcefully: Bruce Bockus used 2 x 8-inch walls vs. 2 x 6-inch, visually thickening the exterior wall while articulating the window; the bow shape made the window wall inherently rigid.

Though the house is wood-frame construction, Mark Dale added structural steel to support the window wall.

And Stephen Edwards’ concern about heat gain and sun damage from the southern exposure helped prompt the Andersen dealer’s solution: Andersen High-Performance Sun^TM insulating windows, which help reduce solar heat gain and ultraviolet rays.

Another successful tactic highlights the best products in Heartland models. Tabletop cards call attention to Andersen windows and other quality building products that enhance the value of a Heartland home.

Featured Andersen^® Products
High-Performance^TM, Low-E Double-Hung Windows and Narroline^® Bay Windows

Featured Andersen^® Windows and Doors
Andersen^® Narroline^® double-hung windows; Andersen^® casement windows; Andersen^® Frenchwood^® hinged patio doors; Andersen^® Flexiframe^® arched windows; High-Performance Sun^TM glazing.

Design Solutions
The Shape of Things to Come
Andersen Flexiframe windows provide the flexibility in both shape and size that remodelers need. “With Andersen Flexiframe windows, we can create any shape to reflect the ceiling line,” says Bill Millholland. “They also give us a tremendous number of sizing choices.” Andersen can make a Flexiframe window for just about any shape that can be drawn with straight lines and angles.

• Evokes traditional elegance
• Two new door styles and three window styles
• Solid brass in antique brass, bright brass and polished chrome finishes

Highlight: Brownson says it’s the service that has sold his company on Andersen^® products. "They treat us the way we treat our customers," he says.

Highlight: Brownson says it’s the service that has sold his company on Andersen^® products. "They treat us the way we treat our customers," he says.

Testimonials:
"I was stunned when I saw what I could do to this house with their product line. They’ve got every shape and style you can think of." — Tom Webb

"These were all stock products, delivered on time, and everything fit together inside and out." -- Jim Kuzzy

"If we had tried to create this whole look using custom windows from another manufacturer, we would have spent 50 percent more on product alone -- and that doesn’t include what we saved in design time and labor." -- Dave Estes

Upper and lower trim pieces are not attached to each other. Instead, each piece of trim is nailed to blocking, which is in turn nailed to either the log above or the plywood attached to the window below. This way the logs can settle while the window stays in place. Eventually, after extensive settling, upper and lower trim may overlap completely.

On the sides of the window is essentially a "floating" rough opening. It allows the logs to settle without crushing the window. The window is attached (by the nailing flange) to a "ripped" (cut) 2-by-6. That 2-by-6 is in turn attached to a perpendicular 2-by-4. That 2-by-4 fits into a vertical slot cut into the log wall. The 2-by-4 is attached to the logs only loosely, through nails that can move up and down in their own vertical slots. That way, the 2-by-4 "floats" in the log opening, so that the logs can shift without affecting the window.

"These were all stock products, delivered on time, and everything fit together inside and out." -- Jim Kuzzy

"These were all stock products, delivered on time, and everything fit together inside and out." -- Jim Kuzzy

Upper and lower trim pieces are not attached to each other. Instead, each piece of trim is nailed to blocking, which is in turn nailed to either the log above or the plywood attached to the window below. This way the logs can settle while the window stays in place. Eventually, after extensive settling, upper and lower trim may overlap compl