Manufacturers Push Methodology;
Trade Shows, and the “Knowledgeable” Consumer
The small home improvement businesses within the service industry have an increasing level of burden to meet governmental obligations, insurance costs, recycling and taxation mandates. With all of the increased governmental oversight, the building code stays much the same, and the officials, many times are really not as diligent as they could be in affording consumers more security of a job done right. Much of the problem is that the building officials are of low pay and the municipal governments derive an income from the issuance of building permits. Profit, all too often seems to be the motive of the municipal building departments. The exterior trades are often viewed as “minor work” and rightfully so, however, the building codes are often deficient and will refer to “manufacturer recommendations” in absence of real specificity in the building code.
Enter the manufacturer for the specifications and you have potential for self-serving recommendations. This can be seen in the rise of the underlayment and house-wrap sales that have captured much attention and consumer dollars over the past two decades. These topics are explored later in this book.
The manufacturers in this marketplace are to be blamed for being undereducated. Factory or manufacturer representatives are extremely underpaid, turnover is great, and the corporate hierarchy is conveniently kept at a distance. Factory warranties usually are only as good as the support from the contractor and the buying power of that contractor, which equals clout, which can get a consumer the attention needed for action from the manufacturer. What seems like good manufacturer coverage initially, under more scrutiny, resembles something more like Swiss cheese for all the holes and caveats contained to protect the manufacturer. Workmanship is often blamed for most problems that arise.
Manufacturers have employed various approaches to educate the public. This education, however, comes in the form of a sales pitch. The most effective was an approach started in the late 70’s and used by Certainteed, Corp., manufacturer of roofing and siding materials. Certainteed, especially with roofing, endeavored to educate the contractor on how to sell more profitable jobs by educating consumers on a good, better, and best approach. Certainteed also educated contractors that showed the effort at certification, the causes of job failures and ways to install a lasting job. Certainteed engaged the services of a third party consultant, with real and practical knowledge, which forged a better and more valid process that really helped the industry to a better reputation.
All manufacturers of roofing materials use an enhanced warranty system that includes extra underlayment measures and contractor certifications for better warranty protection. The warranties still, however, have many of the limitations as before, with homeowners paying more for the better coverage. For the most part, enhanced roofing warranties are a way for the small contractor to work his way from beneath the stigma that besmirches the roofing industry. It affords the small operator a feather in his hat so he can compete with the established big boys. One very large manufacturer literally gave out so many factory certifications to unworthy contractors in the early 80’s that the enhanced warranty program itself was threatened by the resulting lack of integrity. It is the opinion of this author that no real difference is realized in most applications and the enhanced warranty merely becomes a marketing ploy.
Still, given the power of the pen in the absence of specificity in building codes, the manufacturers have risen to meet the need with specifications for increased underlayments and high-end products that have benefited the companies’ bottom lines, tremendously.
Siding contractors are a different story as the negative stigma does not shroud that segment of the industry as much as roofing. It should, as the damage from incompetence has just as much potential, if not more, to harm the American consumer. Hidden within walls, leaks can often go unnoticed for decades. With problems being masked for years, thereby minimizing complaints, coupled with the fact that a very different type of individual seems drawn to siding installation, siding contractors aren’t looked down upon as much as their roofing contemporaries. Unlike roofing, the work is much easier; the men are cleaner and more presentable than are the roofers. The money is not as good, but the work is more complementary and rewarding. Esthetics of the job is the main force behind the endeavor. Siding leaks are rarely of any concern. This will be covered in detail later in this book.
Trade shows are the places of the knowledge exchange. Goods, products and services are now promoted in large gatherings geared toward the homeowner. Homeowners flock to the home shows for ideas on projects around their homes. Often, some contractors will be seen at various booths waiting to hook an unsuspecting homeowner into their offerings. The motivation for profit often is put before the mechanics of a product. Manufacturers are known to entice contractors with the ease of installation on a particular product. Not all of the products at these shows are fit for your home and in this author’s humble opinion; many should not be allowed to be on the market. The very latest in product development is touted as the “state of the art,” and homeowners leave with brochures and ideas to apply toward their next project.
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