Why Work With a NARI Certified Remodeler?

I was talking with a remodeler the other day and was asked why I became a NARI Certified Remodeler. Here’s my story and why I believe so strongly in strength of NARI’s certification program.

Many remodeling professionals come from a blue collar background and don’t have familiarity with the behind-the-scenes aspects of a small business. They tend to focus on the skills they have – project planning, preparation, and execution. And just like a lot of new businesses, it’s a learn-as-you-go operation. And this is part of the reason why 82% of remodeling businesses don’t make it past 2 years.

When you combine the turnover with the lack of basic business knowledge, you have an equation for some rather questionable paths to market to exist. The National Association of the Remodeling Industry (NARI) owes its own existence to a group of individuals wishing to sideline those concerns and elevate the industry’s standards. Ethical business practices are at the heart of the NARI Mission:

NARI’s Core Purpose is to advance and promote the remodeling industry’s professionalism, product and vital public purpose.

In the years since its inception, NARI has led efforts to set ethical benchmarks and deliver purpose-driven education for homeowners and remodelers alike. It’s worth looking at the Code of Ethics and Standards of Practice. Part of this is the NARI Certified Remodeler program that focuses on all aspects of the business including accounting, marketing, job site management, installation techniques, and employee management. It’s essentially a crash course for an industry largely ignored by traditional education institutions. It also bring a certain validity and pride for individuals looking to establish themselves in the market.

The program doesn’t just improve the marketability of an individual, it also sets the expectation for homeowners by generally elevating the expectation of the industry.

I’ve found all of these homeowner impressions of certified remodelers to be true:

  • Better trained
  • More highly skilled
  • More professional
  • More responsive
  • More reliable
  • More ethical
  • More knowledgeable, with up-to-date information on the latest tools, trends, techniques and materials
  • Quality-oriented with a sense of pride in his/her work

I chose to participate in the program because as a young construction manager at an established remodeling company, I didn’t have the “street cred” to back up my positions. It gave me an engagement point into the NARI organization and helped me understand the basic principles underlying successful businesses.

From the inside looking out, it appears that the industry still needs a lot of work to help elevate its status. As part of a niche marketing company that specializes in contractor marketing, I’m now in a position to influence professionalism beyond my company. NARI has provided me a backdrop to create from and I’m happy to help carry the torch for now.

If you get a chance, reach out to NARI and sign up for a certification program for you or your employees today!

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About the Author
Ben Lindberg, CR is a partner in Lion Tree Group, a marketing agency in Madison, WI. His expertise is in multi-platform brand messaging with a focus on inspiring homeowners. As an industry insider, he has walked the walk and developed a winning strategy from experience with one of Wisconsin’s largest remodeling companies. His agency specializes in digital design and branding face lifts. He regularly blogs on his company’s blog: The Bark and Roar.

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