Business Development

Ep.96: Tiered Growth: Understanding Metrics and Recognizing Signs to Set Profitable Sales Goals with Michael Hodgin

Most people would consider a company jumping from $1.5 million to $3 million in revenue a growing organization. However, when we look beyond gross sales, those numbers don’t necessarily mean it grew. It could even mean the company is less profitable — and ultimately less successful — than it was before. 

Michael Hodgin says planning for, and implementing, tiered advances are a better strategy for deliberate, healthy growth.

In this episode, Michael discusses his tiered increase growth strategy with Victoria and Mark. For healthy growth, he says you have to set and meet certain goals for sales, job costs, systems and performance before taking the next step.

Michael is a general contractor and business consultant living in the Rogue Valley of Southern Oregon. He started his first construction company as a one-man-show in 2000, eventually growing Coleman Creek Construction to include a successful team of 15. Michael joined Remodeler’s Advantage in 2016 in an effort to deliver the greatest possible value to his clients. Investing in the development of efficient systems for his own business inspired the creation of his consulting agency, Maestro’s Toolbox

Micheal says that your company’s gross sales should bump up to the next milestone only once your teams have mastered sales, pre-construction, and production systems at their current revenue level. That puts a company in a stronger position to handle the inevitable increase in workload. He talks about how to accomplish healthy, tiered growth for you remodeling company, including:

  • The infrastructure milestones to hit
  • Taking deliberate steps
  • The importance of setting goals 
  • Focusing on hitting those goals
  • Proving your success 
  • Nailing down all your job costs
  • Managing slippage
  • Building the foundation for growth
  • The metrics that tell you that you’re ready for the next step
  • Stepping away and delegating
  • And more …

Planning your growth, setting targets, and understanding why and how you hit them will spur the right kind of growth for you and your company.

Ep.94: Improving Your Bottom Line with Green Upgrades with Doug Selby

Many of your customers will pay more for items that improve the health, comfort, and efficiency of their homes. As one of the few things that pay for themselves over time, green upgrades can also boost your average project revenue and make you stand out in your market.

In this episode, Doug Selby talks to Victoria and Mark about how green upgrades can improve your remodeling company’s bottom line.

Doug is a co-founder of Meadowlark Design+Build in Ann Arbor, MI, and recently graduated from the CEO role to to focus on long-term strategy and act as the company’s sustainability director. Doug is a building science expert and helped Meadowlark build a reputation in its community for quality of construction and leadership in ecological housing issues. 

Meadowlark was started with an ecological focus from its very beginning. Doug and his business partner, Kirk Brandon, studied primitive living and how to survive off the grid. While they may cost a little bit more upfront, green upgrades pay for themselves over time, he says, and focusing on ecologically conscious remodeling and construction can be a great business decision. He talks about what it means to Meadowlark’s business and clients, including:

  • How it helped the company grow during the recession
  • Getting media attention naturally
  • Losing less, using less, and then producing
  • Insulation and systems
  • Why solar’s literally the last thing he looks at
  • Air-quality issues
  • Talking to homeowners about green tactics and methods
  • Presenting it the right way
  • And more …

Including the benefits of going where other businesses aren’t, and how ecologically conscious building and remodeling can set you apart in your own market.

Ep.93: [Unscripted Back-Up] How LEAN Principles Have Improved My Business with Paul Kowalski

As 2019 draws to a close, we’re taking a look back at some of our more popular episodes, and this episode explains how LEAN principles really work in a remodeling company. Perfect for any company looking to improve their business in 2020.


In this episode, Paul Kowalski shares his experiences in applying LEAN in his business with Victoria and Mark. His company recently implemented the process, and he says the results have already been eye-opening.

Paul owns PK Builders in Charlotte, NC, and is a member of our Remodelers Advantage Roundtables group. PK Builders has a team of eight, including Paul, with four project Managers, an estimator, and a draftsman.

When PK Builders was experiencing growing pains in 2018 — bottlenecks in the design-build process, some cash-flow issues, higher overhead — Paul called in Doug Howard for help. Paul says it was intimidating at first, but soon becomes second nature to look for ways to speed up processes. It started with 16 feet of paper festooned with sticky notes detailing steps in the design process. Hear how they implemented LEAN, including:

  • Explaining it to your staff
  • Sharing in chunks
  • Finding the hiccups
  • Why the people closest to the work have the best feedback
  • Getting over the intimidation factor
  • Timelines and swim lanes
  • Not including time for revisions
  • Building in collaboration up front
  • Unintended consequences
  • And more …

Paul and his team are deep in the LEAN process, and excited to see what their future brings, including how it affects their positive cash flow. See the video Paul talks about outlining LEAN principles from the Food Bank For New York City on YouTube.

And here’s that 16-ft. chart Paul talks about:


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Ep.90: Inside the Design-Build Movement with David Supple

You may have thought that the design-build business model is a recent phenomenon. But years ago, all builders practiced design-build, but something happened along the way to create separate industries.

In this episode, David Supple takes Victoria and Mark on a deep dive into the history of the design-build model, the truths about it, and why it’s been around as long as buildings have.

David is the founder and CEO of New England Design & Construction in Boston. He’s grown NEDC to be a leader in design-build excellence, winning more than 30 awards and being written about in more than 30 publications over the past 14 years. In addition to expanding the company, David has started the DesignBuild Movement, a forum with the purpose of educating the public on this topic with the end goal of creating better buildings. 

David has had a fascination with creating buildings since his art history teacher in high school showed the class slides of landmarks in Europe like Notre Dame Cathedral and the Sistine Chapel. He decided he wanted to build those types of spaces, and was steered into architecture. He graduated from college with an architecture degree, and started practicing. Then, he says, he realized he didn’t know what he was doing. So he went to work as a carpenter to get a foundation in actual building before he opened NEDC. David talks about the history of architects and builders, and how the industry got to where we are now, including:

  • What an architect used to be
  • The historical apprenticeship process
  • How the industry separated into architects and builders
  • What social status had to do with it
  • Why design-build almost went away
  • The efficiencies of design-build as a process
  • How to position design-build with consumers
  • Design-build vs. design-bid-build
  • And more …

It’s a fascinating look at the history of building, architecture, and remodeling, and will make you better prepared to discuss what design build really means. To learn more about the DesignBuild Movement, check out the pages on Instagram, Facebook, and LinkedIn.


Ep.88: All Help Is the Same, Isn’t it? with Allison Iantosca

As a seasoned business professional, you’ve probably been on both sides of the equation when it comes to giving and getting help. Get advice, give consultation. Gain a mentor, bestow some wisdom. While in these essential moments, we want to help and be helped, that doesn’t always happen. 

It helps to know there are differences in the types of support we can give and get — and what they are. 

In this episode, Allison Iantosca will discuss those distinctions with Victoria and Mark, and how stopping and thinking about how you ask for or give help will make the results more useful and valuable.

Allison is the president and owner of F.H. Perry Builder, a Boston-area custom remodeling firm focused on building homes and relationships of lasting value.

Though there are nuanced distinctions, coaching, consulting, and mentoring are not the same thing, says Allison. Knowing the differences will make the help given or gotten more relevant and valuable. Figuring it out includes knowing what you want to offer or receive in that moment, including:

  • Who needs what, and when
  • Concentrating on process in coaching
  • Consulting and advising on outcomes
  • Using experience in mentoring for a shared outcome
  • Coaching your staff
  • How to know what help to ask for
  • The time periods needed for each
  • Asking the right questions to spur the right answers
  • And more …

One of the best ways to differentiate between the three main types of help you can give or get is to determine the goal, and what choices need to be made to get there.

And Speaking of Consulting & Coaching …

As we head into 2020, there is no better time than RIGHT NOW to be planning for how your company will hit the profit goals that you have committed to… What? You have no Goals? No Plan? Well, we will help you with that too!

Join us on Tuesday, November 19th as our CFO & Director of Consulting, Doug Howard, hosts a FREE Webinar and walks you through the key steps to Creating Your Wining Strategy for 2020.

Click Here for More Information and to grab your spot.

Ep.83: Using Trade Area Analytics to Grow Your Business with Nick Ogle

There’s not much that’s more frustrating than missing out on business opportunities close to home. Understanding the numbers that surround your business’s trade area is critical to determining what may be flying under your radar. Through analytics, you can interpret those numbers and take advantage of what they tell you.

In this episode, Nick Ogle talks to Victoria and Mark about how using trade area analytics can help businesses with growth and strategic planning.

Nick is the Bath & Kitchen Buying Group’s executive director, and brings more than two decades of kitchen industry experience to BKBG, having previously served as director of strategic partnerships and national accounts for Masco Cabinetry. Nick received his degree in selling and sales management from Purdue University, and currently lives in Michigan with his wife and son. BKBG is also RA’s newest strategic partner in helping our members grow their businesses.

There’s so much information and data available, but you’ve got to pick the right numbers to analyze — and look at them the right way. Trade area analytics break down the numbers in your surrounding market and let you compare it to your own business model and services. It can be eye-opening, Nick says. He talks about how a remodeler can find the right data and how to use it, including:

  • Starting at your local library
  • Resources you can use for little to no money
  • What data to look for
  • Demographic and housing stock to analyze
  • What to compare your local data to
  • Setting benchmarks
  • Why it can help you grow your area or do better where you already are
  • How to identify the hot remodeling areas
  • Understanding your area’s history to predict the future
  • How to look at the numbers the right way
  • When to ask for outside help
  • Who to ask
  • And more …

Analyzing your local numbers can help you make the most of your marketing budget, reach the right people in the right places, and make more money. To find out more about BKBG, you can go to the website, or you can call Nick at 440-313-4275.

Ep.79: Helping Veterans Remodel with SAH Grants with Jay Latona

Caring for our veterans should be a national priority when they come back home. The Specially Adapted Housing (SAH) program offers grants to service members and veterans who have certain severe service-connected disabilities. The grants assist with building, remodeling, or purchasing an adapted home, but the program needs remodelers and builders to make it work.

Most people in the remodeling industry don’t know these grant programs and projects exist. 

In this episode, Jay Latona tells Victoria and Mark about this incredible program, and how it can enable remodelers and builders to provide a great service to our nation’s veterans, while also making a profit.

Jay is the chief, specially adapted housing at the Veterans Benefits Administration, and has worked as a remodeler and builder. He also served in the U.S. Marine Corps. Jay will be at the Remodelers Summit 2019 in Orlando, Sept. 24-25, to talk more about the program. 

The SAH program began in 1948 as part of the G.I. Bill of Rights. It provides funding to veterans to enter a contractual relationship with builders or remodelers to make homes more accessible to assist with independent living. The SAH program is funding more than 2,000 projects a year with more than $100 million paid out. Jay talks about how the program works, how you can get involved, and what it can do for your business, including:

  • What you need to do to register
  • Help with marketing it
  • The separate compliance inspections and who does them
  • How funds are dispersed
  • Connecting with veterans
  • Opportunities for new remodelers
  • The minimum adaptations you need to do
  • Other grant opportunities veterans can get
  • And more …

Jay says the registration process is simple, and can be life-changing for veterans. To get more information, and to download the handbook he mentions, go to: https://www.benefits.va.gov/homeloans/adaptedhousing.asp. And if you want more assistance, send an email to sahinfo.vbaco@va.gov.

Jay Will be a Guest Presenter at Summit… Don’t Miss it!

Jay Latona will be joining us at Summit and will give a brief presentation on how his organization is supporting veterans. If you haven’t registered for Summit, there’s still plenty of time to register and arrange your travel for the biggest and best Summit we’ve ever had!
Click Here for More information >>

Ep.72: [Unscripted Back-Up] Building a Successful, Profitable Remodeling Company with Brandon Bailey

It’s time for another Unscripted Back-Up. It’s a chance to revisit some of our best and most informative episodes. They’re jam-packed with information you can use — so if you missed it the first time around, here’s your chance to catch up.

Growing your remodeling company is filled with pitfalls and challenges that can prevent you from getting to the next level successfully. So many of our Roundtables members say it takes hard work, yes, but also a concentrated focus and a willingness to look for help from outside your organization when you need it.

In this episode, Victoria and Mark talk to Brandon Bailey, who’s a textbook example of a successful remodeler who made the right moves after deciding to significantly grow his business. 

Brandon is an owner of Bailey Remodeling & Construction, a design build company in Louisville, KY. After starting his business in 2005, Brandon was where many of our members were when they were starting out — producing good, reputable work but spinning their wheels with long hours, no systems in place, and no predictable revenue model. Sound familiar?

In 2009, Brandon and his business partner, Jon Steimel, set out to significantly change and grow their business. They’ve done a fantastic job, their awards include being named the 2017 Remodeler of the Year by the Building Industry Association in Louisville.They won two project awards from BIA in 2019. They are now have 10 team members and are looking for more.

Brandon talks about how the company has managed its growth, things to look out for, and what it has meant for the business and his life, including:

  • The specific challenges when growing
  • Finding outside resources to help his business
  • What it was like working with a business coach and peer group
  • Which KPIs to keep an eye on
  • Growing his team beyond the two partners
  • Building a sales system
  • Establishing a consistent and predictable revenue model
  • Increasing net profit
  • What his business and day-to-day life is like now
  • And more …

Brandon’s story will sound familiar to so many remodelers, and the steps he has taken to build a more successful, profitable remodeling company can be guide your own journey.

Join Remodeling’s Top One Percent

Brandon is a fantastic example of a business owner who took advantage of the Power of Roundtables. Our program is a world-class peer advisory service that brings together smart, motivated remodeling professionals, just like you, to help one another grow.

Want to learn how you can participate in this experienced braintrust? Learn More Here >>

Ep.71: Strategy Isn’t Enough with Brian Gottlieb

A successful remodeling business isn’t only dependent on tactics or the larger strategy behind them. A company’s culture plays a crucial role in executing any business strategy. 

In this episode, Brian Gottlieb discusses the key steps needed for a business to implement their desired strategy with Victoria and Mark.

Brian Gottlieb is the founder and CEO of Tundraland Home Improvements, which serves all of Wisconsin. He started his business on a plastic folding table, with just $3,000 in cash. Today, Tundraland employs more than 220 people, and revenues  are in excess of $42 million. We’re excited that Brian will also be a speaker at the Remodelers Summit in Orlando this September.

He defines strategy as an integrated set of choices an organization makes to position against the competition, add value to their customers, and add value to the company. Brian’s “a-ha” moment came last summer, when he understood that when a community is at its full potential, we’re all in a better place; and when an organization is at its full potential, we’re all in a better place. He calls Tundraland a training organization — developing an employee to his or her full potential is a key point of the company’s  strategy. Brian describes the four ways to define your culture, and how to make it stronger, including:

  • How building a strong culture is like building a ship
  • How realizing potential depends on others
  • Why Brian doesn’t have drawers in his office
  • Examples of the wrong strategies
  • Knowing how to add value for you customers
  • Why you shouldn’t hire people like you
  • Finding the root causes of your weaknesses
  • Why throwing dollars at a problem doesn’t work
  • The differences between vision and a road map
  • Why firing someone should never be a surprise
  • And more …

Including how Brian sees his role in his organization, what he does, and what it means to the culture of his organization.

See Brian Speak at the Annual Remodeler’s Summit

We’re thrilled that Brian will be joining us for two sessions at the 2019 Remodeler’s Summit, Sept. 24-25, in Orlando:

To learn more the Summit event and our line-up of other great speakers, go to Remodelerssummit.com!

2019 Remodelers Summit

Ep.55: Why and How to Start Your Own Podcast

In an extremely meta podcast today, we talk about podcasting — and the top reasons you should start your own. We were prompted by an email from a Roundtables member asking why and how to do it.

Podcasting is growing by leaps and bounds — 51% of the population has listened to a podcast. Of those listening, 45% are likely to have an income of $250,000 or more — the kind of affluent demographic you want.

In this episode, Victoria and Mark kick around the reasons you should start your own podcast, with some tips on how to get started.

First thing, don’t get swayed by the idea that a podcast is too global to target your own local area. You don’t even have to cover remodeling in your podcast, as long as it’s sponsored by your company. Other things to consider include:

  • Making the time commitment
  • Being consistent
  • Deciding on a format
  • Writing a script
  • Equipment, set-up, and the costs
  • Content creation and what to cover
  • How to target the right market for you
  • The value of an internal podcast for your employees
  • The launch and initial push
  • How prepare your guests and make them comfortable
  • And much more …

Including Mark springing the lightning round on Victoria (completely ignoring what he just said about preparing guests, but whatever). If you start a podcast, or are already doing one, let us know in the comments below!

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