Shutters are an ideal finishing touch for most home exteriors. And with countless options across price points, styles, and colors, it’s easy for pros and consumers alike to find the perfect fit for each home. But that extensive selection also can become overwhelming, especially for homeowners. Dealers selling shutters can play a key role in helping customers narrow down their options and secure the best match.
Consider these sales strategies to support pros and DIYers:
• Don’t start with price: The best way to begin the selection conversation is determining the customer’s functional and aesthetic needs. What are the most important attributes they’re looking for? Low maintenance? Do they favor a wood look? What design style are they seeking? Do they want operable or fixed units? These initial discussions will help point you and the customer toward a category and profile first.
Not only will this help customers find a product they like, it also can help you avoid providing price quotes for each and every feature. Determine what they want, then discuss pricing options.
• Ramp up your knowledge: Between the number of options and the requirements for proper sizing, it’s critical that retailers selling shutters understand the nuances of materials, styles, and specifications. (See some of the mistakes your customers might make here.) Leverage your Westlake Royal Building Products’ sales reps—they’re your resource for training and questions. They also may be able to accompany you on the jobsite, present to the customer, and provide measuring and installation support.
• Create displays: For homeowners, seeing and touching product options can help them realize the impact of adding shutters as well as decide between materials. If space allows, create a working façade showing a few of the most popular profiles. Work with your manufacturer to get hand samples of the options you offer, not only of the shutters themselves, but also the hardware.
• Leverage color guides and design tools: Consult color guides available from Atlantic Premium Shutters and Mid-America components. In addition, dealers and their customers can use online design tools such as the Virtual Remodeler to see which shutter styles and colors will look best on their home and in combination with their siding, windows, roofing, and trim.
• Ask customers to bring photos and examples: Choosing the right shutter style for the home can be confusing to buyers. Encourage them to bring a photo of their home so you can help determine which profiles will be best suited to the façade. In addition, they can bring Pinterest examples and other inspiration to guide the aesthetic conversation.
• Relay the process: Homeowners may not understand the extended lead times required for custom colors and that shutters are often the last thing to be installed on the home’s exterior. Make sure to manage expectations by discussing the true delivery timeline.
Ready to learn more about shutter options? Explore Mid-America shutters and Atlantic Premium Shutters.What Pros Should Know About Siding and Housewrap￼
The wall system is one of the most critical areas for preserving the home’s durability and longevity. And it’s just that—a system. Each part of the wall, from the cladding to the housewrap to the flashing, plays a role in keeping the wall system protected and dry. As such, it’s important to note that different types of siding may require different drainage systems behind them and, therefore, work best with specific types of weather resistant barriers (WRBs).
At minimum, one of the first steps in ensuring your wall works as a system is to follow local code requirements as well as instructions from your housewrap manufacturer and guidelines from your siding manufacturer for the specific cladding or claddings. The siding’s material and how it installs on the wall both factor into the decision of what WRB to choose.
For example, a wood or wood-based siding is much more prone to moisture absorption and will require a robust rainscreen system to ensure bulk water drains away quickly instead of absorbing into the siding, which can lead to premature failure. TruExterior® poly-ash siding, which is resistant to moisture but installs flat against the wall, is recommended to be paired with at minimum a drainable housewrap, which provides more drainage than a flat housewrap but less than a full rainscreen.
The Vinyl Siding Institute requires installing vinyl siding, such as that from Royal® Siding or Exterior Portfolio® with a weather resistive barrier. Because vinyl and polypropylene sidings are designed to allow the material underneath to breathe, they can be installed over a flat housewrap unless local codes require otherwise.
Some cladding types feature a rainscreen already built in, as is the case with Versetta Stone® panelized stone siding. Because of this, the minimum recommendation is one layer of #15 felt.
With the growing trend of multi-textured facades, you’ll need to accommodate each type of cladding. When installing two products together that have different recommendations for housewraps and rainscreens, you’ll need to either wrap the entire façade in the more robust system or plan the wall system accordingly so that the corresponding weather barrier is positioned under each cladding and properly transitions from material to material per guidelines from the WRB and cladding manufacturers.
Follow all recommendations for flashing, as well, as some materials may require or recommend more robust flashing at the seams to prevent bulk water intrusion. Your installation instructions may also provide guidelines for step flashing along roof and wall lines to ensure water drains away rather than becoming trapped in the wall system.
Siding materials will shed the bulk of the water before it can reach the underlying wall assembly, but their main job is to make the house look good. Work closely with your housewrap and flashing manufacturer to ensure the wall system can properly manage any liquid water that may end up behind the siding so that the wall structure stays dry. Designing and installing a proper wall system can help protect the structure and its occupants while safeguarding the longevity of the home.
Have questions about your siding installation and exterior wall system? Connect with us here.5 Basic Steps Contractors Can Take to Jump-Start Search Engine Optimization (SEO)￼
Even if you’re preferred workspace is on the jobsite rather than behind the desk, it’s crucial as a building or remodeling pro to take the time to keep your website it proper working order, especially when it comes to search engine optimization (SEO). SEO is how you ensure your company website will appear in Google search results (and ideally at or near the top of those results) when potential customers are looking for contractors to build their home, remodel their kitchen, or replace their siding. Appearing in search results can help increase traffic to your website, build brand recognition, and ultimately grow your leads.
While SEO is complicated enough that there are folks whose jobs are solely dedicated to the practice, there are a few basic steps you can take right now to ensure your company’s website is checking off the basic must-have features.
1. Ensure your contact info is up to date: Make sure your website has your current company name, address, and phone number, both on the contact page and in the static footer.
2. Update your Google Business Profile: If you haven’t claimed and updated your Google Business Profile, it’s critical that you do so right away. When potential customers search for your type of business, such as “siding contractors in Fairfax, Virginia,” having an up-to-date Google Business Profile will help ensure you appear in the results and are shown in the Google Map Pack (see image below)—which also means you’ll show up before all paid and organic listings.
Keep your Google Business Profile updated with as much current information as you can, including contact information, hours of operation, photos of your location, and before/after project photos. Encourage your customers to write a Google review of your company so those results show up, as well. (Click here to learn more about Google Business Profile and what it does, and check outthis article for step-by-step setup instructions.)
3. Use regional language: Make sure your website banner and content include your location and region. Consider what people search for (perhaps “siding contractor in Fairfax, Virginia”) and make sure you’re specifying those keywords.
4. Create original content: Google prefers websites with organic content, so create and maintain a blog if you can (see an example from Westlake Royal Building Products customer Boston Exterior Remodeling). Even a weekly post featuring design tips, reflections on the latest industry trends and topics, descriptions and images of recently completed projects, and other educational articles can give you a boost. Weave keywords related to your business, including regional references, into the content when practical. (For instance, an article on design trends may include “While dark exterior siding colors are trending nationwide, we find that our Fairfax, Virginia-area homeowners are still preferring classic white siding with dark trim.”)
If you want to dig further into the most popular keywords for your work areas, a tool like SEMrush provides research tools along with website and SEO analysis.
5. Ask for help: If you want to get beyond the basics, it can be helpful to hire an expert. A digital marketing agency or an independent consultant can evaluate your current website and fix any key problems without requiring a huge investment, freeing up your time to do what you do best—build.
If you want to dive deeper into these tips, check out Backlinko’s Definitive Guide to local SEO here.Improve Curb Appeal With High-ROI Exterior Upgrades
The home exterior can say a lot about the occupants within while also making a first impression on guests (and potential buyers). Because of the impact curb appeal has on the amount prospective buyers are willing to spend on a home, it’s important for homeowners to look beyond simply choosing the right siding color and consider different siding materials and profiles, adding accents like stone veneer and researching other high-ROI exterior upgrades that can both increase beauty and deliver performance over time.
In fact, exterior remodeling projects top the list of projects that add the most resale value to homes. According to Remodeling’s 2022 Cost vs. Value Report, nine of the top 10 projects delivering the best return on investment were exterior renovations.
Consider these high-ROI exterior upgrades from the experts at Westlake Royal Building Products that can improve aesthetics and increase resale value for your customers.
If replacing the front door isn’t necessary, adding a fresh coat of paint is a simple way to refresh the home’s exterior. You can take the “dated” door and make it modern again with a bold, on-trend color. Take it a step further by adding artistic house numbers, a new light fixture, or a door knocker in an unexpected shape for inexpensive pops of style.
Updating the home’s exterior with vinyl siding yields a 67.2% return upon sale, according to the Cost vs. Value report. When considering new siding, look for high-quality, low-maintenance materials. Depending on location, insulated vinyl siding can add additional protection against the elements, as well as increased energy efficiency. While function is important, don’t be afraid to make bold choices with color, texture, different profiles, and contrasting trim to make a true statement.
For example, Westlake Royal Building Products offers a wide range of vinyl siding options in the latest shades, including five new on-trend colors recently added to its Royal Siding and Exterior Portfolio lines. Inspired by colors found in nature, the gray, blue-gray, brown, and green tones reflect the latest trends in modern exterior home design. Both lines feature patented color protection technology to resist fading, which is especially important for darker shades.
Adding or replacing shutters is another easy way to add a bit of flair and can be a key finishing touch in creating the perfect exterior. With the potential to play beautifully alongside windows and siding as well as with architectural style and the surrounding landscaping, it’s important to make thoughtful choices and install them properly to ensure they look and function as designed. (See installation mistakes to avoid here.)
Another exterior remodeling project with a high ROI (62.1%), according to the report, is replacing your home’s existing wood deck with composite decking. An option like Zuri Premium Decking combines the natural beauty and warmth of exotic hardwood with the durability and low-maintenance requirements of PVC (cellular polyvinyl chloride), which resists stains, scratches, fading, and moisture, for a deck that will last for years with minimal upkeep.
Manufactured stone veneer on the bottom third of a home’s front façade delivered the second-highest return in this year’s Remodeling Cost vs. Value Report, with 91.4% ROI. Versetta Stone panelized stone siding makes it easy to achieve this look—the mortarless format attaches to the wall using nails or screws, and each lightweight panel features a built-in rainscreen.
Give the front porch an instant facelift by wrapping the existing columns with PVC wraps. This is an easy way to achieve a cleaner and more modern, updated look. Resistant to moisture, PVC column wraps prevent issues found in traditional wood columns, such as warping, rotting, and insect damage. Available in a variety of ready-to-install styles, they can also be painted to complement your home’s exterior color palette.
Find more ideas to increase a home’s beauty and resale values at westlakeroyalbuildingproducts.com.
(Remodeling 2022 Cost vs. Value Report: © 2022 Zonda. Complete data from the Remodeling 2022 Cost vs. Value Report can be downloaded free at www.costvsvalue.com.)