Deck Safety Marketing Resources now Available to Help Outdoor Living Industry Boost Business this Spring

FOR IMMEDIATE RELEASE

Contact: Michael Beaudry

Phone: 215-679-4884

Email: Info@NADRA.org


In honor of Deck Safety Month®, the North American Decking and Railing Association reminds professionals to take advantage of exclusive deck safety marketing resources along with press release templates, graphics, ads, social media content, flyers, and more.

Quakertown, PA – “With more than 50 million decks in the U.S., it is estimated that 25 million decks are past their useful life and need to be replaced or repaired.” Says Michael Beaudry, executive vice president of NADRA. This means big business opportunities for deck builders, remodelers, inspectors and contractors to promote deck inspections, ensuring homeowner safety while simultaneously building their own brand.

The North American Decking and Railing Association (NADRA) offers industry professionals and inspectors a breadth of resources, including a comprehensive toolkit, marketing materials, and inspection checklists.

“May is Deck Safety Month®-along with prime outdoor living season-and that presents a perfect chance for savvy pros to market their business,” says Beaudry.

The non-profit trade association offers the following resources for building professionals to leverage during Deck Safety Month® and throughout the year, including:

  • The 2018 official deck safety toolkit. This NADRA-member benefit includes:
    • Deck Safety Month® Logo
    • Check Your Deck® Logo
    • 2018 Deck Safety Ambassador Logo (for official ambassadors only) learn more here about the ambassador program
    • 10-point consumer checklist
    • Link to online deck inspection form
    • Social media content for your use
    • Customizable press release templates
    • Customizable flyer all about deck safety
    • Customizable social media, infographics, and web graphics
    • Tips and guidelines to make the most out of Deck Safety Month®
  • Deck Evaluation Form: A step-by-step guide to evaluating the integrity of the deck structure, stairs, surface, and railings. A downloadable form and online form (BETA) are available to members and non-members.
  • Certified inspector program: NADRA is working diligently with ASHI, The American Society of Home Inspectors, as well as, AIBD, The American Institute of Building Design. The associations are working towards educating and certifying thousands of industry professionals to meet the need for inspecting the millions of decks that are past their useful life. Classes are available for scheduling.
  • Deck Safety Ambassadors: Help spread the word about deck safety by becoming a Deck Safety Ambassador. Sponsors gain access to an exclusive Ambassador logo and marketing benefits to further promote their businesses.
  • Homeowner resources: Builders can download the 10-Point Deck Safety Consumer Checklist to pass along to customers. Though not a replacement for a professional deck inspection, the checklist can assist homeowners and provide reference during other times of the year.

“Communicating safe decking standards remains a top priority for NADRA,” Beaudry says. “We continue to focus our efforts on educating both pros and consumers on proper deck installation practices as well as on consistent deck inspections. At the same time, we know that deck safety offers professionals in the industry a great opportunity to market their business, so we’ve provided all of the tools to help them do just that.”


About NADRA:

The North American Decking and Railing Association is the voice of the decking industry, representing the interests of  deck builders, inspectors, manufacturers, dealers/distributors, lumberyards, wholesalers, retailers, and service providers alike. NADRA’s mission is to provide a unified source for the professional development, promotion, growth, and sustenance of the deck and railing building industry in North America so that members can exceed the expectations of their customers. Visit www.NADRA.org to access all of NADRA’s Deck Safety Month® resources.

Visit www.NADRA.org to access all of NADRA’s Deck Safety Month® resources for industry professionals. *You must be a current NADRA member to access the “toolkit”. Join NADRA today.

© Copyright 2018 North American Deck and Railing Association. All rights reserved.

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Decked Out: Sequoia Out Back

By  / April 3, 2018

Sequoia Out Back grows through outdoor living

Sequoia Out Back

Photos by Jim Greipp, Pau Hana Productions

It’s not uncommon for a builder to get into the retail side of the LBM industry. It’s a natural fit for a person already geared toward the trades and looking for a career that may be less physically taxing. For John Keller, owner of Sequoia Out Back, the shift from building decks to selling deck supplies came more out of a need for the right product and pricing.

As the preeminent deck builder in his area, Keller reached a point at which he needed to purchase lumber from wholesalers. To do so, he formed a company to resell the product to himself as a builder. Word soon spread to other deck builders and homeowners that Keller knew good lumber when he saw it, and was able to source it for a good price. Within five years, the lumber company begame bigger than the construction company.

Keller has since given up deck design and building for full time building supply sales, and for years now has referred homeowners to his contractor customers, who make up about 70% of the business from his main store in Hatfield, Penn., as well as a smaller satellite showroom in Warrington, Penn., about a half hour from Sequoia’s headquarters. “We want our products out to the users, but we don’t want to compete with our customers,” Keller says. “We advertise on behalf of them essentially by getting our customers to them.”

Early to composites, outdoor living

“Really, we’re melding two industries into one store. It’s the outdoor living industry with the building material industry. The building material end of it is bigger, but the outdoor living brings people in.”
— John Keller

Keller’s early entry into the composites market helped build a solid foundation to his decking sales success. Early on in his retail career he sold primarily cedar and treated decking, but Keller was quick to recognize the versatility and value of composite products. By the time consumer awareness of composites caught up, Keller had already established himself as a product expert.

“We were one of the go-to places for composites early on,” he says. “Not a lot of the lumberyards in our area had it at that point. Everything was still changing.”

Now in his 22nd year of retail sales, Keller has built upon the decking foundation by integrating outdoor living items into his product mix. In 2008, the company went big into the outdoor living market. Today, Sequoia Out Back is not only known for decks, but for deck furniture, grills and accessory items, fire pits, and outdoor kitchens as well.


indoor display

customer service

warehouse

Sequoia Out Back’s main location features four levels of decks throughout a facility on a 10-acre property that includes a 30,000 square-foot warehouse.

Deck displays

Sequoia Out Back’s main location features four levels of decks throughout a facility on a 10-acre property that includes a 30,000 square-foot warehouse. Each floor in the store is done with decking and railing and the entire store is designed to give customers the experience of walking on decking products that are readily available for sale.

In a sense, the whole store is a display. “Everything looks like a deck or a patio,” Keller says.

Atop the decking on the floors sits all of the casual and outdoor living products that are also available for sale. Most everything throughout the store, from decks, rails, columns, and trim to accessories is sold through the showroom, including the tongue-and-groove ceiling.

Another satellite showroom in nearby Warrington features many of the same products, and Keller hopes to build it out to be a smaller version of the main Hatfield store.

Growth on deck

While serving primarily a 70% contractor customer base, Keller says that doesn’t mean his store mostly sees contractors coming through the door. Primarily, homeowners are sent there by their contractors so they can experience the decking and outdoor products hands-on. Other times, homeowners come in the store specifically to get ideas and ask for connections to local deck builders.

“Our facility really helps everyone pick out products,” Keller says. “Homeowners come in and pick out the product and the contractors come in and purchase it.”

With 25 employees during the seasonably high summer months, Keller says he’s continuing to grow his decking business and is looking forward to expanding his satellite location in Warrington. Business passed pre-Great Recession levels in 2013, and Keller says the company has been growing a steady 10% to 15% year-over-year since. Even during the worst parts of the recession, Sequoia Out Back was able to maintain a flat level of sales.

“I think those numbers probably hold true to most lumberyards in our area,” Keller says. “All the roofing and siding places as well, they have a deck board they sell. In most cases, we stock the majority of that line and we have it in stock and it’s fresh. Everything we have is in stock and stored indoors.”

Keller is the sole owner of the business, and says he sees the company’s success continuing long into the future. As long as he can manage labor needs and make good calls on inventory, he’ll continue to focus on what has made Sequoia Out Back a success.

“The amount of money people are spending in their back yards is now more than it’s ever been,” he says. With that trend expected to continue, Keller is focused on featuring various outdoor furniture displays from low-mid, and up to high-cost.

“Really, we’re melding two industries into one store. It’s the outdoor living industry with the building material industry. The building material end of it is bigger, but the outdoor living brings people in.”

Read the original article here at LBM Journal

Outdoor living continues to drive growth in decking projects.

In Depth: Decks, LBM Journal

By  / April 4, 2018

Outdoor living continues to drive growth in decking projects.

Zuri Decking

Zuri Premium Decking from Royal Building Products comes in five colors—chestnut, walnut, pecan, Brazilia, and Weathered Gray— and two board profiles, and it’s backed by a 25-year color fastness warranty.

Decks are the darling of home improvement. Thanks to a strong housing market, a growing economy, and interest rates that remain low, the decking industry is poised to experience continued growth, and homeowners are poised to take advantage by incorporating more and more deck projects into their building and remodeling plans. According to the 2017 U.S. Houzz Landscape Trends Study, the share of outdoor projects motivated by a recent home purchase increased to 33% in 2017 over last year’s rate of 25%, and 20% of homeowners surveyed indicated that they plan a deck remodel for the coming year.

A major driving factor in this growth is the continued homeowner interest in outdoor living. Homeowners and contractors are increasingly working together to create personalized, unique structures that are reflections of the outdoor living needs of their families, creating immersive, form-meets-function environments. “While decks have been a common sight in most backyards for decades, they are now taking on new meaning,” explains Juliana Rumbaugh, Marketing Communications Manager for Lonza Wood Protection. “Homeowners are embracing outdoor living and entertaining by building elaborate decks that include fireplaces, televisions and full kitchens. Building decks and outdoor structures continues to be a top remodeling project that allows for the extension of living space. Decks are built or expanded upon with the intention of extending the living space to outdoors. Families and friends gather on the deck to visit, enjoy meals together and even watch sporting events.”

Residential construction drives growth

MoistureShield

According to MoistureShield, its new Vision™ deck and trim boards create a modern variegated appearance unlike any other decking product, and the manufacturer anticipates that its new patterning technology developed for Vision decking will eventually enable homeowners, builders or designers to customize the surface of their deck boards.

Following patterns seen in the past few years, growth in the decking segment remains strong and is predicted to stay that way. According to IBISWorld’s U.S. Market Research Report on Deck and Patio Construction published this past November, over the last five years the decking industry experienced 5.4% overall growth as a whole, fueled by improving credit conditions, rising income levels and an increase in total demand for residential housing.

In the Freedonia Group’s recent Wood and Competitive Decking report, demand will reach 3.55 billion linear feet by 2020, worth an estimated $7.1 billion, with growth anticipated for both wood and non-wood decking products. The report goes on to predict that the non-wood share will continue to rise by 4.5% annually and will reach 17.9% by 2020, with wood decking forecasted to increase 1.3% annually through that same time period.

Brent Gwatney, Senior Vice President of Sales for MoistureShield Composite Decking, has high hopes for the coming year. “We’re very optimistic for the 2018 decking season,” he says. “We’ve had strong sales ever since coming off the Great Recession, and this year has many positive indicators. Builder confidence is strong, and the NAHB forecasts 4.6% growth in single-family housing starts for the year. Remodeling activity also is strong, and with the growing popularity of outdoor living, many people are looking to expand or replace their existing decks, or build a new deck.”

Manufacturers seem to agree that the single biggest growth segment in the coming year will be in residential single-family homes, both in new construction and in remodeling. “As the economy continues to strengthen, we see remodeling projects picking up,” says Juliana Rumbaugh, marketing communications manager for Lonza. “We expect an increase of about 4.5% in deck projects in residential, singlefamily homes which continues to grow faster than the other categories.”

Perhaps even more than the new residential construction market, the remodeling segment appears poised for strong growth. “In 2018, we anticipate all deck projects to grow,” says Mike Descoteaux, Marketing Manager for DuraLife Decking and Railing, “however, remodeling projects are especially popular as homeowners continue to gravitate from traditional decking products toward low-maintenance alternatives.”

DuraLife

DuraLife now offers color-matched decking board end caps for its Siesta, MVP, and Starter decking profiles. According to DuraLife, these end caps enhance the appearance of the deck perimeter and provide a more costeffective solution for deck builders than the traditional “picture framing” installation method.

Chris Camfferman, Director of Category Marketing for Deckorators, sees strong remodeling growth over the next twelve months. “We expect the decking and railing market to grow approximately 5% this year. Both new construction and remodeling will drive projects. Deck remodeling continues to be strong as homeowners see investment in the outdoor space adding real value to their homes.” Patrick Barnds, Senior Vice President for AZEK Building Products, agrees. “Single-family residential remodeling is where we expect to see most of that growth being concentrated, which is the single biggest segment of the market these days.”

This is not to say that commercial projects are flat; in fact, some manufacturers see the commercial segment as having the potential to deliver significant gains. As Jessica Hewitt, Director of Marketing for Humboldt Redwood, explains, “For businesses in the entertainment, hospitality, leisure, and sports industries, beautiful outdoors spaces with decks, shade structures, seating, and other amenities enhance the customer experience. Businesses invest in these outdoor spaces to bring in new business and keep current customers coming back.”

Read the original article here on LBM Journal

AZEK® Building Products Partners with Dick’s Decks and Docks to Build a Dock Destroyed by Hurricane Matthew for a Deserving Family in South Carolina

Company Gives Back with AZEK Helping Hands Initiative

 

SKOKIE, IL – AZEK® Building Products, a leader in the development of premium, low maintenance decking, launched the AZEK Helping Hands initiative to give back to a deserving family who could use a new deck or dock after Hurricane Matthew damaged the Southeast Atlantic coast last year. This spring, Heather Doray, a teacher at Beaufort High School was surprised in her classroom, alongside her husband, Rob Kintz, with the announcement that her family was going to get a new dock.

AZEK received submissions from both her aunt and mother, nominating Heather for her charitable personality and dedication to the community. Heather also nominated her husband Rob since the hurricane was a setback for their family and the new dock would be an unbelievable gift for their family. Kintz had been renovating their house on St. Helena Island both before and after the hurricane, even after working long hours as an electrician. After all of the devastation they suffered, AZEK Building Products decided that this family deserved a new dock.

“We were finally able to buy a piece of paradise with a dock, and two years later, hurricane Matthew hit and destroyed it. It was devastating the next day to wake up and see the damage from the storm,” said Kintz. “We did not have the money to pay a dock builder, so the rebuild process would have been a slow one. Not only did AZEK replace the part that was destroyed, but AZEK replaced the entire dock. It means a lot to us that there are still companies out there like AZEK that give back to people in the community.” 

AZEK partnered with Richard Knieriem, owner of Dick’s Decks and Docks, to complete the 2,800 square foot dock that features the TimberTech Docksider™ Collection in Gray.

“We’ve been using TimberTech since we started the business two years ago because I like using composite,” said Knieriem. “We love fixing docks and we love using this product – it’s basically the perfect product – and Heather and Rob will really get to enjoy a beautiful, new dock with this material. I am pleased to have been a part of this great initiative. Helping others is what it is all about.”

About AZEK® Building Products:

AZEK Building Products is a leader in the development of premium, low maintenance exterior building products. Available to a worldwide audience, its product lines span AZEK Trim, Deck, Rail, Moulding, Porch and Pavers as well as capped wood composite Decking and Railing under the TimberTech brand. Both brands, synonymous with quality, style and innovation, are made in America and lead their market areas by continually reinventing product lines and redefining product categories. For more information about AZEK, visit www.azek.com. For more information on TimberTech, visit www.timbertech.com or call 1-877-ASK AZEK.

Residential Exterior Railing 2014

EXCLUSIVE OFFER FOR NADRA MEMBERS

Residential Exterior Railing 2014, Decks, Porches & Balconies
REGIONAL MARKET DATA

According to the Principia data, demand for residential exterior railing in North America is about $2 billion (manufacturer gate pricing) and is forecast to grow about 12% to $2.3 billion in 2016. Wood railing continues to dominate the category, but low maintenance products such as composites, PVC, and powder-coated metal railing will take market share from wood as the economy improves and more consumers opt to upgrade railing to low maintenance materials.

Other trends detailed in the report includes the growth and regional market penetration of wood, metal and plastic railing systems. The reports will also give details on the market share of mixed material railing systems and various infill such as aluminum balusters, iron/steel balusters, cable and glass panels. Homeowner, contractor, dealer and distributor feedback on DIY trends, railing SKU proliferation and special order railing sales, lighting, and much more will also be covered in the reports.

About the Program
NADRA’s reports, which provide regional residential exterior railing market data and trend information, are developed from Principia’s highly regarded Residential Exterior Railing 2014 report. Regional reports are only available through NADRA and members receive a significant discount. A portion of the revenues directly benefit NADRA. Get more info HERE