Even when the IRC doesn’t specifically reference the manufacturer, the requirement is still embedded in nearly everything that makes up a home, through the approval of alternatives.  The IRC provides a prescriptive means to build a home using common building materials and equipment; everything else is an alternative.  Nothing wrong with that but they are still regulated for proper and safe installation.  Alternatives are “approved” when it can be shown through testing or engineering that they are equivalent to what is prescribed in the IRC or will satisfy what is required by the IRC.  This is where manufacturer’s instructions come into play.  They represent the limitations and installation methods that yielded the performance represented by the test results or engineering.  You can’t expect your grandma’s cake to taste like it should unless you make it the same way you “tested”, uh…“tasted” it before – same concept.  I’ve often had folks expect me as the inspector to allow variations from tested products, but that’s a leap into a place the manufacturer didn’t even go.  While there have been times I’ve worked with something not “perfectly” installed, If the manufacturer could have made the installation easier for you or with fewer published requirements, I think they would have.

Even in referenced standards, the “secret codes” in my previous blog, you can’t get away from manufacturers requirements.  While some referenced standards have direct requirements, there are many referenced standards that are merely test standards.  They define an established criteria developed for consistent testing of equipment, materials and the like.  When a product has a “listing” it has been tested to one of these recognized standard.  Listings are required by the IRC in many cases and even for simple items that don’t have typical “instructions”.  With a listing, come conditions of that listing, yup…instructions.  You may not believe it, but even the little staples used to tack wires to wood studs have requirements and limitations contained within their “listing”.  Careful which and how many wires you cram behind those staples, it might not be to code.

If you think you’ve met an overzealous inspector before, just imagine if he asked for all the installation instructions the code technically requires.  See, he wasn’t so bad after all!  My suggesting is to keep a hold of all the paper that comes with everything you buy for a project.  Stick it in a folder and have it ready just in case you’re asked.  In the end, turn it over to the owner.  Considering manufacturers are the ones that make our products and take liability for them, it seems obvious we should listen to them.  This coming from the guy that still tries to turn a box of parts into a bike just from how things look.

Imagine trying to control the brand and core value propositions of the Doc Marten’s brand. This brand evolution really hit home with me as I thought about branding of our own remodeling company. As marketers, we sit back and think about what makes us different. Then we put together pieces filled with features and benefits that we think are important to our brands, then develop value propositions accordingly.

Back to my question –who owns your brand? In my opinion your clients do.

I would recommend that you explore the essence of your brand and value proposition backwards. Go on to some of the opinion sites like Angie’s List and CheckBook and spend some time reading about what your clients liked about you. If you survey your clients after every job, take some time and read through those too. In those reviews and surveys you will find your brand. Sometimes it may not be what you want it to be (great design, superior craftsmanship, etc.). Other times it may be something that isn’t sexy like service or communication. That’s OK though. There are very strong brands such as Nordstrom that got it right. They simply hang their hat on service and do it better than most companies. Other brands such as Federal Express hand their hat on reliability; and again, they do it better than others.

Once you uncover your brand embrace it! Don’t try to turn your brand into something it isn’t. Imagine being Doc Martens and trying to rebrand your products. Your clients have already decided that you’re valuable. Simply execute the brand they know and love.

The governmental membership of the International Code Council recognizes that, while composed of code professionals, their membership is not “all knowing” of all aspects of construction.  For this reason, the ICC approves other professional organizations’ standards of practice as documents to be referenced by a code user.  These standards carry the same authority as if they were written in the code itself, except they are governed and managed by other organizations.  Organizations that get to set their own prices and availability for the standards.  In the IRC there are well over 500 different referenced standards from 46 different organizations.  If you think the 2009 IRC is only 868 pages and under $100, well, think again.  I assure you there is no one that completely “knows the code”.  I doubt there is even a jurisdiction in existence that owns all the referenced standards themselves; definitely no designer or contractor would.

Though this news may be shocking, the concept of referenced standards is a good one, as it allows the most knowledgeable professionals in specialized construction industries to be a part of creating the standards of our country.  For designers and installers like most of you, the majority of the hundreds of standards are test standards for which products must be labeled as being in compliance.  Yeah, no need to know anything about what those standards say specifically, just that the handmade sink your client brought back from Mexico likely doesn’t meet the standard.  For many folks, who believe building officials and ICC hold all the power, I hope this information is encouraging to you that for many standards it is the tradesmen and designers that have control through the power of their professional organizations.

The real problem with referenced standards is their limited availability, additional cost and the scarce knowledge that they even exist.  Not many of us can afford a collection of supplemental standards that will be outdated every few years.  Many referenced standards are only referenced by the IRC for one small section of the whole standard.  Some can be purchased individually, but some are sold as a whole book.  This is the case with the American Wood Preservers Association’s (AWPA) standard M-4.

Open up your 2009 IRC to section R502.2.2.1.1 “Placement of lag screws or bolts in deck ledgers”, or section R403.1.6 “Foundation anchorage”.  These sections of the IRC spell out the requirements for bolting pressure-preservative-treated ledgers to a band joist and bolting treated sill plates to a foundation.  In both the applications, the IRC requires the hole be filled with coal-tar roofing cement or treated with copper naphthenate but it doesn’t say that anywhere.  Rather, these sections reference section R317, which then references AWPA M4, which then provides more requirements for these common installations.  They may be common installations, but the AWPA M4 standard is not a commonly referenced document.  Ask your inspector next time he is looking at your treated lumber if he is inspecting it in accordance with AWPA M4…chances are you’ll get a blank stare.  Actually scratch that – don’t ask him!

Truth told, as tradesmen I don’t know if I would jump out and buy the M4 standard.  The truth is that most code regulators don’t even own this standard, nor know what it requires.  I guess ignorance really is bliss when everyone has the same ignorance.  I won’t spoil that for you today other than mentioning that if you confess that you “know the code” or “build to code”, then you should probably have a few tubes of coal-tar roofing cement and a jug of liquid copper naphthenate in your trailer or truck.  Keep some chemical gloves around too…that liquid copper stuff is really nasty.

I’ve invested quite a bit of time in social media. In fact, earlier this year I became a “Certified Social Media Strategist”. Simply stated this means I’ve taken dozens of hours in courses to understand how to leverage social media. After trying many techniques and social media outlets, I’ve come up with a few secrets you may agree or disagree with. In the interest of time I will share how to best use and leverage the top three social media outlets:

• LinkedIn
• FaceBook
• Twitter

Here’s what I’ve discovered about LinkedIn. LinkedIn is best used as a business to business social networking channel. Build a profile, connect with people you know and join relevant groups. Then, get engaged in the conversations. Share your challenges and help others overcome theirs. You will find there are hundreds of people that are more than willing to share insights and advice. I find LinkedIn invaluable for my professional growth. I like defining LinkedIn as FaceBook for adults with jobs.

FaceBook is probably the complete opposite of LinkedIn in that it isn’t typically used for business to business at all. In fact, most of the interactions on FaceBook are personal interactions. For remodelers, it’s a way to connect on a PERSONAL level with your clients. It may also be a great way to have your salespeople, project managers and craftsmen continue their relationships with clients. Use it to connect personally and emotionally with the community and show your human side.

Twitter is has been one of the most fascinating social media channels for me. Out of the top three social media networks, it seems to be the one with the best business to consumer interface. Your followers tend to be true followers who are genuinely interested in your tips, advice, and guidance in real-time. The demographics are also slightly older than FaceBook. If I had to recommend one of the top three for you to invest time and see direct leads, it would be Twitter.

Keep in mind, I’ve simplified my opinion on all of these and there are content secrets within each three that can easily yield returns.

The bottom line is that your clients and prospects are on these social networking sites already. Chances are, they may be talking about you. Why not join in on the conversations?

Social networking sites remind me of websites 10 to 15 years ago. Remember when everyone was saying I feel I need a website, but it won’t generate any leads? Times definitely changed. Social networking is here to stay and I recommend that you join in!

Technically deck builders are not on the line in terms of warranty with
any alternative decking or railing product. But contractor’s reputations
are on the line every time a product is recommended or installed. If a
failure occurs, the manufacturer is responsible for warranty obligations
which are for replacement material only. Customers are responsible for
removal, disposal, and new installation expenses.

The reality is only a small percentage of decking products actually fail
and in many cases where they do, manufacturers protect their preferred
contractors by covering all or most cost. To a large degree it’s a
perception issue – problems are bigger and more widespread than they
are. Contractors who have all their eggs in a basket using a product
that has problems risk having a tainted reputation and customer base.

“Labor Replacement Warranties / Insurance” even purchasable warranties
would create a comfort level for reluctant users and increase usage and
market penetration for alternative products. This could be tied to
“proper installation” and available to “certified contractors”. I
believe contractors would be glad to build a little extra money into the
sales price to cover this expense. It would be a huge selling feature.
To go in front of a customer and point out that most decking product
warranties only cover product replacement but another offers you an
“umbrella policy” will sway prospects into customers and make their
decisions easier. All things being equal with product lines, contractors
will migrate to the safer sounding option. Manufacturers that offer this
in my opinion will gain market share given time.

I brought this up last year at the Principia Partners Conference in
Baltimore and found out afterwards GAF, the manufacturer of Correct Deck
CX had begun this type of program.  They provide a 5 year material
/labor replacement warranty. I hope that this approach influences others
to adopt similar policies.

It’s my understanding that cap-stock decking products will begin to
dominate the market and over the next couple of years composite options
will be reduced. I believe this is a big move in the right direction and
this improved version should offer less risk. Why couldn’t the labor
warranties be tied to this line of materials?

I don’t claim to know the complications involved but it does seem to me
that even if third parties were to sell and cover the program, that
there’s money to be made.  I know many of the people involved in the
alternative decking industry and they are great people. I’ve always had
the impression of their sincerity to continue to improve their product
offerings.  If an acceptable percentage was charged to the contractor or
built into the sales price, at least in the upper end lines, this would
keep manufacturers from having to pay out of pocket to protect preferred
contractors. How could this not be a money maker and a win -win for all
involved?

• We’ve in business for dozens of years

• We have the best design

• We have high quality craftsmanship

• We’ve won awards and have certifications

• Etc. etc.

Then you show project photos and even before and afters. I especially like the client testimonials only from happy clients.
Here’s a test for your ads. Select one of your competitor’s ads and print it out. Now cut out your own company logo and paste it over your competitors and look at it. Could this be your ad too? If so, this isn’t good.

How’s your company really different from all the others? Its 2010 guys and gals, I know you can do better. Dig deep and think like your target market. What do they truly care about?  Why are they remodeling? What has changed in their lives? What’s their next step? What other alternatives exist?
Think about it. If everyone is saying the same thing being different will allow you to stand out from the noise. Give your marketing messages a chance and make them more engaging.

Look at R303.4 from the 2000 IRC or reference R303.6 from the 2009 IRC. It doesn’t matter which, as it’s barely changed in nine years.  Did I mention lack of attention?

The leading sentence in this section requires all EXTERIOR stairways be provided an artificial means of illumination, and later it states that the light source must be located in the “immediate vicinity of the top landing of the stairway.”  If you’re bold enough, read further to the subsection and exception; you’ll find that the exterior illumination must be controlled from INSIDE the dwelling unit.  The only exception is if the lights are continuously or automatically activated.

Okay folks…I dare you…go to any new deck built under the IRC in the last nine years, and tell me if it complies with the exterior stairway illumination requirements.  Remember, a single riser is defined as a stairway.  If it does comply, I’ll bet my blog-writing salary that it’s only because the stairs were installed adjacent to an exit door, where the requirement for illumination actually does get enforced.

So have no tradesmen, designers, plans examiners or inspectors ever read this section before?  Was it too hard to understand?  Did “shall be provided” leave room for interpretation?  The questions could keep going, but the answer is simple…no one wants to clean up the mess after it hits the fan!

Will the contractor walk away if the owner won’t pay for electrical work in the small backyard deck?  Will the designer be so bold as to include lighting and electrical features in the deck structure he was hired to engineer?  Will the plans examiner demand an electrical permit for an extended circuit?  Will the inspector fail the final inspection because a two-step stairway at the outside edge of a ground-level deck doesn’t have a light?  Not usually.

The fact is…the International Residential Code is simply too much to fully regulate…and keep your job for the next day.  Even for building officials, leaning on “interpretation” as a means to ignore code sections is also not a good thing.

The low-voltage lighting manufacturers should love this provision, if enforced.  Generally, low-voltage lighting is an easy and attractive way to comply with this provision, without the pains of extending an AC circuit to the deck and a switch inside.  However, speaking of code provisions rarely enforced the National Electrical Code (NFPA 70), Article 411, regulates the installation of lighting systems operating at 30 volts or less—low voltage.  So we’re back to where we started.  Are these provisions going to be applied and regulated, or is it just ink on paper with no consistency?

If on the other hand they give me a card,  tell me to look around, let me know they’re available for any questions I have, and leave me alone, I adopt a favorable attitude towards them. My “Guard Alert” has just dropped from Level Orange to Level Yellow. If I do find something I’m interested in, I’ll search that person out and reengage them. If I believe this person is providing me truthful information, is sincerely attempting to educate and assist me with making a selection that is in my best interest and not just his or hers, I begin to see them as a buyers aid and the alert level drops to green.

Fair or unfair, I’m simply giving an example of how many people think when it comes to sales people. The reality is most people are expecting someone to try and sale them in a way that they naturally resist. When you don’t they’re often surprised and relieved.

Acting as a consultant and buyers aid is a much better way than old school approaches in my opinion. The factors that influence the customers buying decision won’t come down to how smooth of an operator you are in terms of being a professional salesperson, but how they feel about you.

Your rate of success is highly associated with your people skills and personality. In reality if you’re trying to sell anything it’s yourself, not a product. You have to achieve certain basic objectives and create a positive impression and relationship foundation with your prospect during the first meeting. This approach requires general professionalism, organization and learning to follow a general but un-canned process. It helps to have an ability to adapt to different personality types, not have thin skin, and exercise patience. It’ll ultimately depend on the likeability, trust and confidence factor you create through interaction with the prospect.  The comfort level you achieve by displaying your competence of ability, sincerity, genuineness, and communication skills will trump all other aspects more times than not.  It will come down to you the person and the impressions you make on the prospect. You don’t have to be an Albert Einstein or the seasoned professional salesperson. You simply have to weigh your words, look people in the eye, and come across as an honest, knowledgeable, and competent person and create a comfort level the customer. By combining these simple but effective concepts, you’ll wake up one day and realize that not only are you a carpenter, remodeler, or deck builder, but you became a successful salesperson without ever really trying to sell anyone.

Bobby Parks will be speaking at the 2010 Remodeling Show. Check out the website for more information on the event including a schedule of remodeling classes.