Remodeling Mastery by Mark Richardson

Part 1. What to Focus On What are your top priorities in the next 30, 60, or even 90 days? While most home remodelers will have a quick answer to this simple question, it is still possible the things they’re focusing on are not necessarily the right ones. “I don’t think there is a cookie-cutter answer to that,” says Mark Richardson. “…But what I do know is there are a few questions that you can ask yourself…that you can determine for yourself or your team can determine what they should be focused on.” What do you know? The current situation we’re experiencing right now remains full of uncertainties, from possible government restrictions relating to COVID-19 to doubts whether the continuing interest in home improvement will last. But what you do know is that your clients are probably your biggest assets. You’ll want to focus on projects that will give them greater peace of mind in terms of health and safety, while ensuring you can produce fast but excellent results. What do you have? Leads are an opportunity--not a real client, and design agreements don’t always guarantee you’ll have a project to work on in the future. What you DO have, however, are real projects under construction, and real clients that need you to meet their expectations. Make sure to focus on these things, along with cultivating a good relationship with your team members because they are more important to your business than ever. What can you control? Avoid getting into the media hype surrounding the pandemic--it’s a situation you can’t control. You’ll want to focus on things that you can, including the time and energy you spend on your team members and clients, and on opportunities for greater leads and business growth. You can control your sales process, and how much safer you can make the remodeling experience for everyone, as well. Bottom line is to focus on what you know, what you have, and what you can control right now instead of looking too far ahead in these unprecedented times. Part 2. Interview with Chris Marentis, CEO of Surefire Local In this section of the podcast, Mark discusses with a leader in the digital marketing space, Chris Marentis, CEO of Surefire Local, how this particular aspect of marketing has been affected this year by the pandemic. “The trend of consumers and households using digital to find and buy products and services accelerated greatly,” says Chris. This shift to driving their business online has allowed for record-breaking years in smaller retail shops. “Professional services and local business spaces have been going through that same transformation and acceleration into digital.” Chris also shares how a few years ago, most businesses would typically focus on building a website to make themselves more visible online, but now they have access to more digital marketing vehicles, such as using Google My Business reviews and email marketing to build their company. “Marketing is pretty simple--social or digital--if you have all the data coming in and it’s all in a way that you can understand it and act on it.” Listen as Mark and Chris further discuss why businesses should focus their efforts on advanced digital marketing strategies.

Thank you for listening to Remodeling Mastery! Subscribe today so you never miss our latest episode. Just look for “Remodeling Mastery” on your favorite podcast app. Part 1. What Will Stick 2020 is a year unlike any other. As home remodeling businesses try to adapt to the ongoing pandemic and thrive under the uncertainties, it’s important to consider what will stick and what things will go back to normal post-COVID 19. “If you know or you think certain things are going to stick,” Mark Richardson says, “are you preparing yourself or your team to really get more proficient, or even masterful at those particular things?” On the client side of things, Mark says that they will always make their home their top priority. This means they’re still likely to work from home even when things go back to normal, and will focus on remodeling projects that promote better health and safety. They may also invest in upgrades that allow them to adjust accordingly and more comfortably to home-based working and learning. On the type of projects you should offer, Mark thinks that outdoor living will remain a popular and enduring upgrade for homeowners. The same goes for kitchen and bath projects, especially if they involve advanced features that ensure improved health and safety. On the other hand, projects that open up space in the home are a no-go. On the business itself, Mark says that team interaction and communication will shift to online format. Leaders will become more empathetic and engaged when it comes to binding the team together. Technology acumen will also become a given for everyone, and a safe schedule and work environment will be given more focus. Instead of paying more attention to fads, you’ll want to invest the time, money, and training on the things that will clearly remain when the pandemic situation is finally resolved. Part 2. Interview with Michael Anschel, President of OA Design + Build + Architecture In this section of the podcast, Mark discusses green building with Michael Anschel, President of a Minneapolis-based design-build company. While the concept of a healthier and greener home used to be seen as a sort of trend, the COVID-19 situation has sparked a renewed and potentially lasting interest in green building, making it a top priority now. “There’s more attention and interest being vocalized now,” says Michael. “People are very hyper-aware of the materials that they bring into their house and are going to be living with them--and they want their homes to be healthier in general.” Tune in as Mark and Michael further discuss green building, including the importance of heat recovery ventilation and indoor air quality, as it relates to the situation we’re all experiencing right now.

Part 1. Fatigue Given enough time, almost anything can lead to fatigue. Mark Richardson says the environment we are in right now has also created this for many remodeling companies. You’re not taking vacations, you’re not taking time outs--this concept of “living at work” resulting from the COVID-19 pandemic has changed what a normal work week should be. “Regardless how many hours you’re putting in, there’s a level of fatigue and weight that not only you are experiencing, but also by others,” says Mark. While it seems a little scary, what everyone is experiencing right now is akin to a war. The pandemic has allowed for a lot of uncertainties, prompting the question, “How long will this go on?” As you set about winning your battles during this war, you’ll want to make sure you’re ALSO dealing with the fatigue this creates. This way, you can go through it and come out more successful. Mark shares a few pointers: 1. As a leader, you need to address that fatigue. 2. It’s important to be empathetic. 3. Always communicate. 4. Take inventory of your time and activities. 5. Mix it up--change your work patterns. 6. Put intense focus on the short-term, but still keep in mind the long-term. 7. Change the expectations. 8. Force your people to take some time off so they can recharge. 9. Be creative in the way you work in this current environment. 10. Pace yourself. Part 2. Interview with Erika Taylor, Director of Content for Professional Remodeler This section of the podcast sees Mark interviewing Erika Taylor, Director of Content for Professional Remodeler and Remodeling Mastery Thought Leader. Fresh from the Women in Residential Construction Conference where she was a host, Erika comments on the effectiveness of translating an event like this to the online format. “We really can make the transition from in-person to online successfully as COVID continues. It just takes different types of effort and different ways of thinking about it.” Erika also feels optimistic because the numbers of women in the remodeling industry are rising, and the women that are there are gaining their footing in ways she hasn’t seen in the past. Join Mark and Erika as they provide further insight about the increasing presence of women in the remodeling trade and the changes this brings.

Part 1. World-Class One-on-One Meetings While the COVID-19 situation has made considerable changes in the work environment, there’s one factor that remains important whether or not there’s a pandemic: one-on-one meetings with your key rapports. For Mark Richardson, meetings ARE the job. “It’s not the doing of the work,” he says. “The meetings are a vehicle to get the work done…to grow ideas, grow the business, [and] to grow the people within the business.” Mark puts emphasis on creating world-class one-on-one meetings with your key team members. Here are the essentials: 1. A one-on-one meeting is a two-way street. 2. This type of meeting should always be a top priority--don’t skip them! Schedule at least one with a team member every week. 3. How and where you conduct the one-on-one meeting, plus its pace and context, are also crucial. 4. It’s not “one size fits all”. Personalize your one-on-one meetings in terms of length and structure. 5. One-on-one meetings are not only about the discussion, it’s also about the relationship you have and your ability to work with that team member. 6. You should give as much as you take in a one-on-one meeting. 7. In a one-on-one meeting, it’s your obligation to communicate; not their responsibility to understand. Why are one-on-one meetings important, and who should you do them with? Mark answers these and more in this section of the podcast. Part 2. Interview with Tony Mancini, Group Director of SG Horizon This segment sees Mark interviewing Tony Mancini, Group Director and Principal of SG Horizon, a top media company serving the residential and commercial design and construction markets. According to Tony, new home sales have gone through the roof. He talks about the dynamic of the new home and remodeling communities, and how they sustain one another. “We know that when people buy a new home or move into a new home, remodeling follows.” So what does Tony see on the horizon for the remodeling industry during this last quarter of the year? How should businesses operate in this new reality resulting from COVID-19? Find out more by tuning in to Mark and Tony in this episode of Remodeling Mastery. Looking for a fresh perspective and of-the-moment education that suit both your business vision for 2021 and your wallet? Check out the 31st Annual Remodeling Show, which has been reimagined online! From November 16th-18th, you gain access to over 20 on-demand and live sessions for remodelers, so register now for free.

Part 1. Halftime in the War on COVID-19 Many home remodeling companies have adapted--and even thrived--in this “new normal” brought by the COVID-19 pandemic. But can you believe we’re only halfway through it? Mark Richardson says the more you think of the current situation as the halftime of a game, the better your chances of coming out of this intact. He lists some of the lessons we’ve learned during this crucial halfway point: 1. Think of COVID-19 as a marathon to overcome instead of a sprint. 2. Celebrate short-term victories. 3. Take the current remodeling trend as an opportunity to improve your business marketing and work process. 4. Be more empathetic to your team--each of them processes the pandemic situation differently. 5. Many people are now looking at their home in a different light. You can benefit from this with the right considerations. 6. Practicing a team sport mentality and improving communication is especially crucial right now. 7. Embrace the uncertainties that are out there and be ready to react to them accordingly. 8. Focus on your brand and reputation--many homeowners are now basing their home improvement decisions on these factors instead of price. 9. Look at each calendar year as a 12-week cycle instead of the standard 12 months. 10. Leadership teams are key to continued business success. Given how we’re only at the halftime of the COVID-19 situation, it pays to plan and be more prepared for what’s coming ahead. Part 2. Interview with Michael Anschel, CEO of Otogawa-Anschel Design + Build In this section of the podcast, Mark interviews Michael Anschel about his insight on what’s happening out there and how it relates to his Minneapolis-based design-build firm. Michael expounds on the topic of pricing transparency. Most homeowners usually require exact numbers in their remodeling project--they don’t want to be in the dark when it comes to their project costs--and Michael meets this need by giving them a more detailed look at the cost estimate process. In his experience, this has helped build confidence between him and the homeowner. Listen more as Mark and Michael discuss some of the remodeling challenges posed by the pandemic and how they can be mitigated through innovative safety practices.

Part 1. The Whole Issue of Stress These are stressful times--but the level of stress for some is considerably greater than others. According to Mark, stress management is just as important as developing your team or creating the right culture for your business. By understanding stress, you’ll be able to come up with strategies that allow you to better manage it. Mark shares some variables that can create a high degree of stress in terms of your business and the current environment: -- Sense of being overwhelmed. Remodeling leaders have to juggle several things at once in these difficult times. The trick is to take on jobs that push your business past its comfort zone while allowing you to completely finish them to quality standards. -- Change and uncertainty. Government restrictions, plus other changes that can impact your business, are not exactly uncommon today, so you’ll want to adapt and make adjustments for them. -- Speed at which everything is happening. The pandemic’s spread--and the alterations resulting from it--left both homeowners and businesses reeling. The speed at which all of these changes occurred created a level of intensity and stress that are still affecting all of us today. Mark suggests making stress management a priority as your business enters the fourth quarter of the year. He shares these handy tips to help you better deal with stress in these unprecedented times: 1. Use an effective time management system. 2. Have the right level of stress and use it to be productive and reach goals without being overwhelmed. 3. Redefine the year as a 12-week cycle instead of the standard 12-month one. 4. Don’t go it alone--it’s okay to accept help from others. 5. Keep in touch with industry-related organizations that can help you grow your business. Part 2. Interview with Remodeling Mastery Regular, Kermit Baker This section of the podcast sees Mark and Kermit discussing why remodeling is on the up and up even with the uncertainty induced by the pandemic. One of the primary reasons is that homeowners are seeing and using their home differently, according to Kermit. They also examine the slight rise in people moving to suburban areas and how this movement can affect the remodeling industry. Tune in to Mark and Kermit as they talk more about what’s possibly in store for the home improvement business in the 4th quarter of the year.

Part 1. Taking Your Leadership Team to the Next Level What separates the good companies from the exceptional ones? For Mark Richardson, it’s not so much as the company’s designated leader, but the leadership team itself. No matter the size of the company, it’s often the leadership team that helps it achieve specific goals. As in basketball, that leadership team is what makes the difference between getting to the play-offs and winning the actual championship. But a team is made up of diverse people, which is why it’s important to understand the fundamental competency of each member. Mark shares some essentials that can help you take your leadership team to the next level: 1. Make your leadership team a priority. Devote some time to developing, coaching, and advising your team. Make sure to analyze the effectiveness, culture, and balance between the different leadership team members. 2. Take inventory. Give your team members a closer look and take inventory of them in terms of voice, contribution, and synergy with each other. Most importantly, note which things are missing from your leadership team and think of what you can do to fill these ‘gaps’ for greater improvement. 3. Visualize and communicate. Your business has a better chance of winning the more your leadership team understands where the business is headed, and the more they visualize how important they are as a team. 4. Alignment is crucial. Growing your business is easier when your leadership members are aligned with your vision, pace, and goals. 5. Make sure the members are investing in themselves. Give your leadership team many opportunities to learn more and improve their skill set. 6. Listen to diffident voices in the room. Asking the more reserved members about their input makes them more confident about voicing their opinions, which may ultimately end up helping you make better decisions. 7. Change. The business environment is constantly changing (especially now), and you have to adapt to these alterations, not only in terms of the team members, but in the structure of the leadership team itself. Part 2. Interview with Andy Wells, CEO of Normandy Design Build Remodeling In this section of the podcast, Mark interviews Andy Wells--CEO of Normandy Design Build Remodeling, a company serving the Chicagoland area--about his experiences with his own leadership team. Andy reveals that his business didn’t have a formal leadership structure at first. But as more responsibilities landed on him and the company grew larger and more successful, he realized he can do even more and earn better results with a leadership team. Mark and Andy further discuss how to create a stronger, more effective leadership team that can easily take on challenges and reach business goals.

Thank you for tuning in to Remodeling Mastery! Subscribe today and never miss our latest episode by searching for Remodeling Mastery on your favorite podcast app. Part 1: It’s a Marathon, Not a Sprint The COVID-19 pandemic remains at large, affecting home remodeling businesses across the country in different ways. It’s not going away anytime soon--every business is in it for the long haul. To make better sense of what’s happening right now, Mark compares the situation to a long-distance race--or marathon. While there will be an end to this situation, home remodelers will need to make the right effort, employ different strategies, and be ready to overcome challenges until they can cross that finish line. In this section of the podcast, Mark talks about the essentials you can glean from thinking of this pandemic as a kind of marathon, and how it relates to your business. Part 2: Thought Interview with Dean Curtis, Ingage CEO Technological advancements have made it possible for businesses to create connections and promote more effective communication. These have become especially useful during this pandemic, when face-to-face conversations in a work setting are greatly discouraged. In this section, our special guest, Dean Curtis offers an in-depth look on what it's like to go virtual and work remotely.

Part 1. Recap of Remodeling Mastery Topics How do you improve your remodeling business in these challenging times? What are the actions you should be taking? Over the past few months, Mark has covered a number of topics that answer these questions. Part 2. Don’t Go It Alone “None of us is as smart as all of us.” Mark believes that remodelers can become more successful if they consider accepting help in their business. He says the first thing they should do is to invest time and energy into the whole notion of ‘not being alone’. Mark expounds on that through these handy tips: 1. ‘We all need a coach.’ Mark emphasizes the importance of having someone you can talk to or ask for advice--professional or otherwise. 2. Change your paradigm in terms of alliances. This means altering your perspective about the people you interact with to form strategic alliances that allow you both to reach a common goal. 3. Spend time and energy in industry-related associations. These include National Association of the Remodeling Industry (NARI), Kitchen & Bath Association, and Professional Remodeler. 4. Join different business networking groups. While these groups don’t have to be necessarily related to the remodeling industry, they will offer some good insight about the topic of business. 5. Spend time with friends and family. Focus on them being fully engaged and empathetic about what you’re experiencing with your work, team, and clients. 6. Connect with targeted groups in the industry. These include Remodelers Advantage and other contractor networking groups. 7. Consider Remodeling Mastery Roundtables. This new group focuses on your time and efficiency, and is facilitated by industry leaders that are committed to improvement and growth. When it comes to business, especially in these trying times, it’s best not to go at it alone. Part 3. Interview with Erika Taylor, Director of Content for Professional Remodeler What does our special guest see in the current remodeling space? Erika Taylor, Director of Content for Professional Remodeler, reveals that the design/build side of the business is doing well, but with remodelers taking a ‘wait-and-see approach’ to the whole thing. The home improvement side, meanwhile, is doing even better, with business owners taking full advantage of their new leads to expand and hire more people. Mark and Erika talk further about improving peer-to-peer connection between remodelers (such as joining roundtable groups) and how it can promote growth and success.

Thank you for listening to Remodeling Mastery! Subscribe today and ensure you never miss our latest episode. Just search for Remodeling Mastery using the podcast app of your choice. 12 Week Year: The demand for home remodeling projects is still on the rise, but things remain unpredictable because of the COVID-19 pandemic, social unrest, and current political and economic climate. The title of author Brian Moran’s book ‘The 12 Week Year’ has resonated with Mark because it hits the chord of a lot of the advice he’s been trying to convey. In this section of the podcast, Mark shares how you can integrate the mindset of a 12 week cycle into your business model, allowing you to adjust the scale of what you’re planning to do. Interview with Thought Leader and Google Expert, Nima Oftadeh: In this section, Mark and Nima discusses the current trends and behaviors in the home remodeling space based on Google and YouTube information, and Google surveys with a panel of homeowners, among others.