We had a pretty good year last year, very good considering the economy. One of the reasons is our product knowledge, and another is our line of products from Travis Industries, maker of Lopi, Avalon, Xtrordinair, and the Tempest Torch. However, it is their gas fireplaces and inserts that are capturing the ever smarter consumer. Some of you have recognized this shift while others of you are just watching those customers pass you by.
You promote yourself as being a custom builder, more capable, knowledgeable, and now more “Greener” than your competition. But in this rapidly changing field, it is ever more difficult to keep up with so much change. Yet, your potential client is looking for just that builder. Like you, we too have trouble keeping up; however we do know about fireplaces.
If you are still recommending Heatilator, Heat-N-Glo, Lennox, or some other cheap builder firebox, shame on you. If your customer wanted cheap, they would certainly not have hired you. They expect excellence from you, in your workmanship and your choice of materials and products. Believe me, there is not one homeowner that does not regret their lack of attention to, or oversight of their choice in choosing a fireplace if they are the proud owner of a builder’s firebox. “Oh, well”, they say. But I say, “Shame on you.”
I have given up being tactful when customers come in and inquire about one of the “builder” units. I tell them that they are not their customer. Toll Brothers, Ryan Home Builders, W.B Homes, etc. are the intended buyers. And the only thing important to them is the price. When more than 55% of your business is to the large builder, quality has to take a beating. You cannot have price and quality in the same unit.
Additionally, our units can heat houses, not just rooms. In my own house, a W.B. Home, I installed one of my fireplaces and chose not to install a gas furnace. I also insulated and dry walled the chase, a requirement in my industry, but rarely found in building codes. This one unit heats my entire 3000 sq. ft home.
