The attitude that everyone counts as much as another in his business was the number one priority that David Rollen, owner of Rock Materials, stressed to Aaron Mitchell when Aaron joined the company as Sales Manager. Aaron's task involved creating an environment where the key individuals in charge of production and delivery who had helped establish the company could coexist with the new breed of sale people-and that the business operation could handle the potential growth he projected.

The strategy of Aaron and Scott Gonzalez, who joined the sales team soonafter Aaron was hired, has been to become active in the home builders associations, develop a new corporate image including a new logo and website, and incorporate technology to better organize the business. But the single most differentiating effort they made was in the time and energy they invested in creating a "culture" that starts within the Rock Materials operation and exudes to the experience that customers notice when they do business with Rock Materials.

To build a culture, Sean Allen of Culture Stick was brought in to introduce "Social Styles Training." Sean's training experience with the culture that Southwest Airlines is known for inspired him to establish his own consulting company to help other companies understand and build their own culture.

"A successful company involves assessing the unique skill of everyone in the company and using that skill to create a unique role for each team member. Along with that, there is naturally a different social style that is innate to each type of individual. That's what makes them good at their particular niche. The classic example is the fact that production people are focused and generally like to work in a quiet environment, whereas sale people are extraverted and move and think much faster. With understanding and clear boundaries of the division of responsibility that each is in charge of, you create mutual respect and improve inter-department communication and efficiency."

The new generation sales team at Rock Materials consists of two divisions. Each client has their own point person, part of the inside sales team, who manage the day to day contact, ordering and scheduling. The outside team is challenged to bring in new business and service existing business. Possessing the technical knowledge to handle questions and addresses challenges that arise on the jobsites is key.

Investing in education to train all employees in communication combined with the implementation of technology has resulted in greatly improved efficiency. By streamlining its processing, loading and packaging operations, Rock Materials has been able to hold pricing steady in spite of rising costs in raw materials, manufacturing costs and transportation costs over the past several years.

With operations at the plants and the sales offices running and communicating smoothly, we can focus next on creating a reputation for solid customer service," added Scott. "It's about making it easy for your customers to do business with you.

Making it easy for their customers to do business with them means that Rock Materials opens early to answer to the schedule of their landscaper and designer customers who visit the plant to hand select products. It means adding a means for customers to be able to use a calculator built in to the company website to estimate the quantity of stone they need to order for any specific area. It also means providing more products and services.

Rock Materials' recently formed sister company, Rock Contractors, provides turn-key installation services and also offers training programs for the builders' own masonry crews and even their sales teams. Aaron cites on example of how after a training program with Rock Contractors, a production builder client was able to save thousands of dollars on its stone labor costs. Furthermore, Scott helped the same customer create a customer selection process with standard, first upgrade and second upgrade options.

"You don't have to use the most expensive stone available to get the prestigious look you're after. It's all in the application. The mortar and joints are key to perception of value." said Aaron, explaining that stone is a viable option for homes of all different budget levels.

"Attention. That's what builders feel is lacking from many suppliers," he summarized.. "If you prove to them that they do have your full attention, you build trust, and soon, a demand for more products and services."

For more information on Culture Stick, visit www.culturestick.com.

Now's The Time to Start Making Some Big Noise
By Narciso Tovar

There's no two ways about it - we're feeling a little bit of a pinch in the Metroplex. And while it's not the kind of pain that the folks in California or Florida are feeling, it certainly doesn't help the concern go away. And the fact that people are talking about things like a recession, a housing slump and foreclosures certainly doesn't help make matters any better. As an industry, we've got a little bit of that sinking feeling because we feel like we're not as much in control.

I can tell you, most assuredly, that there is a sure-fired way to make some inroads on getting some of that control back. And that can be found in marketing and PR. I know, I know - of course this PR guy would say that! What else would he say?!

But let's look at three organizations for some clarity: Miller Brewing, the Oprah Winfrey Show and the NAHB.

Miller Brewing

Several years ago, Miller Brewing began incorporating PR into its strategic planning. Why would a multi-billion dollar company with nearly 6,000 employees worldwide consider shifting more of its budget towards PR? After tens of thousands dollars have been spent in research over the course of almost three years, Miller came to discover that, quite simply, PR beats television for return on investment.

In an industry that spends an average of 61 times the money on advertising as it does on PR, Miller was surprised to find that PR campaigns generated 1.2 percent of base product sales and 4 percent of incremental sales. Compared to 5.3 percent and 17.3 percent respectively for TV advertising, the company found that PR provided a much bigger bang for the buck.

Oprah

A few years ago, some research was done to help determine the effect of a segment on the Oprah show. They cited how Sears, Roebuck and Co. was able to show shifts in attitudes that led to planned spending increases during the ever-critical holiday period. This came directly from an Oprah placement that involved providing Christmas gifts to foster children in a small Texas community. Sears provided gifts for 100 children and Oprah proclaimed “We love Sears” during the segment. Using pre- and post show surveys tied to its ongoing brand research, Sears found the show provided incentive to move viewers from neutral to positive intent to shop at Sears during the holidays, with about an 11 percent increase in positive intent. The amount consumers said they would spend at Sears during the holidays, also increased at an estimated 39 percent per shopper. And finally, correlating the other research to sales data, Sears concluded the shift in attitudes led to spending increases estimated at $13 million.

NAHB

In the Fall of 2007, the NAHB launched a “myth buster” campaign to “help its members present a more balanced and accurate picture on current and projected conditions in the housing market.” The overall purpose of the campaign is to educate the general public, as well as arm the local HBAs with some marketing tools that will help boost consumer confidence and debunk sensationalized media reports about the nation's housing finance system and housing market. The toolkit includes articles and ready-to-use ads that can be 'localized' to make the pieces more relevant to specific markets.

You have to pay attention to this, because an organization as vast and powerful as the NAHB doesn't make such moves unless it sees some real payoff—the real kind of payoff that could very well positively affect the perception of an industry in any given city or town.

This reminds me of a Russian proverb that states “little drops of water wear down big stones.” While you may not have the advertising or marketing budget of a multi-billion dollar company or Oprah, you can make some big noise in the market. Here's the catch: you have to be deliberate in what you say and do as an organization. This rings true if you're a company of one or one thousand. And this comes down to two key factors:

1) know what you're going to say
2) know how you're going to say it

Know What You're Going to Say

Sure your company name is different than anyone else, but what really makes you stand out? If you were to see a story about yourself in a newspaper, how would you like the headline to read?

It's more than just price or customer service, you have to be able to sell yourself to the average consumer AND the press. Why…? Because at the end of the day, media coverage gives you and your company validation. This validation leads to a level of trust. Trust, ultimately, gives people a sense of comfort. When people are comfortable, their guards are down and they don't feel like they're necessarily being 'sold' something when you talk about your product or service. It's that simple.

Know How You're Going to Say it

Warren Buffet displayed a great deal of wisdom when he said “preparation is everything. Noah did not start building the ark when it was raining.” You may have the next biggest thing since the invention of the hammer, but unless you have a game plan in place, your efforts will produce nominal results. Conversely, with the right combination of messaging, strategy and know-how, you can rise above the clamor and make an even bigger noise.

This “magical combination” isn't quite as hard to figure out as rocket science, but it's certainly a hard task to accomplish. Your best bet is to go to a professional. Just like remodeling a home, if you want good results to share with your family, friends and colleagues, you go to a professional - someone whose work that you know and can point positive results to.

I'm not saying that you cannot do it on your own - it can be done. But unless you have the extra time and focus to educate yourself on how it's done, and done well, you will not only lose time, but money as well.

The great Reverend Martin Luther King, Jr. once said that the ultimate measure of a man is not where he stands in moments of comfort and convenience, but where he stands at times of challenge and controversy. 2008 will, no doubt, be a year of challenges and change. You can act like the energizer bunny, making a big noise - beating his drum with a memorable image and strong message to tell. Or you can let someone else serve as the “little drops of water” wearing down the big stones of negative press.

How you and your organization fit into the mix will be determined largely by how you face this adversity in the market and take it on.

Narciso has more than 12 years of public relations expertise. He joins mundayMorning from the Greater Dallas Home Builders Association where he served most recently as Director of Public relations. During his tenure, Narciso promoted a broad portfolio of brands in the homebuilding industry including the Parade of Homes™, Project Playhouse and Green Built North Texas, among others.

Previously, Narciso spent several years in New York City with agencies like Fleishman-Hillard, Cohn & Wolfe and Connors Communications where he was responsible for strategic planning and implementation for a variety of clients like Vonage, Evolution Robotics, The Wall Street Journal Online and Diversinet.

Want to benefit by hosting seminars for consumers interesting in buying or remodeling a home? Looking for qualified referrals?

Building SAVVY Launches Seminar Series and Consulting Services for Consumers

After 16 years of publishing for the homebuilding industry and interviewing builders across DFW, Building SAVVY publishers, Beverly and Steve Smirnis are spinning off a new consumer consulting service.

"The seminars will provide a prime opportunity for builders, remodelers, Realtors, mortgage companies and financial advisors to get in front of an audience interested in making smart, informed choices about building, buying or remodeling a home or investing their money into real estate. We are looking to partner with companies who could benefit by hosting their choice of our seminars in their model home or office. We plan to arrange dates and locations across DFW which will be promoted through a new real estate web radio show and also through local real estate offices, chambers of commerce and a new consumer information section on buildingsavvy.com," explained Beverly Smirnis.

Smirnis added that the new Building SAVVY consumer services division will also offer one-on-one consulting services to individuals to guide them through the process of building or remodeling a home, including everything from decisions about location and lot selection, to interviewing prospective architect/design professionals and selecting the builder or remodeler that best matches with their preferences and goals.

"Every profile that I have ever written on a builder or remodeler in Building SAVVY brings out a unique quality or talent that each particular builder possesses which makes him or her a little different from the builder down the street. This insight will provide the start for a database of information we can provide to a consumer. You could call our service the 'eharmony.com' of homebuilding!" said Smirnis.

"For years, our friends have asked us who to build or remodel with. Our new consulting service will allow us to provide unbiased leads on who might best suit a project goal, depending on each individual's needs and desires, their budget and where they want to live. We expect to see a great demand for guidance about green building and in making homes aging-in-place friendly. Our access to the pros on these subjects will also allow those that have dedicated themselves to becoming experts in these areas to benefit. Furthermore, we will be able to educate and prepare the consumer about the builder's side of the process-the risks and challenges and commitment that it takes on a builder's part to excel."

Seminars to be offered include:

Custom Building 101-- what you should ask your builder, creating and sticking to a realistic budget, understanding the contract to build, construction loans, titles, warranties and more.

City neighborhoods-- Remodel or Tear Down and Rebuild? Hot activity pockets, investment properties, zoning, respect for neighboring properties.

Your Home/Your Best Investment-- Invest up to $500K tax free and reap higher returns than CDs, stocks, and other traditional investments. Remodeling tips for best return on your investment. Making your existing home ÒgreenÓ and aging-in-place friendly.

Quality, Responsibility and Luxury-- "Quality built" refers to the integrity of the structure and its safety and durability. Responsible "Green Building" is about reducing and recycling job site waste, conserving water and energy and emphasis on indoor air quality. Amenities and finish out determine luxury. This seminar will cover the latest in building science and new products for the home.

All About DFW-- New to the Metroplex? This seminar is for you. Learn about laws related to building that are unique to Texas. Get the big picture on choice areas to live-best investment potential, school districts, affordability, lifestyle, accessibility.

Investing in a 2nd Home-- Hot markets, title and mortgage info about foreign investments, making a positive income from renting out your home and other useful tips and insights.

1st Time Buyers-- Preparing to buy: determining what you can affordÑ(the true cost of living in the home), qualifying for a mortgage. Weighing in the balance Ñschools, appreciation opportunity, convenience. Your options in builders-local vs. national. Understanding the differences in quality, value and luxury.

Empty Nesters-- Downsizing without downgrading. How to cut space without cutting functionality. Building "Aging In Place"-friendly.

Please call Beverly Smirnis at 817-528-7235 or email Beverly@savvymagazines.com to learn more about seminar hosting opportunities and/or how to become registered in Building SAVVY's referral database.