Keystone Builder May/June 2010

A publication of the Pennsylvania Builders Association • www.PaBuilders.org • May/June 2010A publication of the Pennsylvania Builders Association • www.PaBuilders.org • May/June 2010KEYSTONEBUILDER

How utilizing the latest advances can further your business

Make Technology

Work for You

Can social networking put your company ahead of the rest? See inside for details.

INSIDE THIS ISSUE Cutting-edge products spotlight Drexel Smart House—One year later Designing a solid Web site



Make Technology

Work for You





Make Technology

Work for You



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4 President’s messageTechnology helps members

6 Are social media sites right for your business?Discover how to tie all of the chatter into growing your business

12 The Drexel Smart HouseRenovating an urban home into a “living laboratory” is one year closer to reality

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Member InsiderCome and get your Web-enefits . . . . . .A

On the hill . . . . . . . . . . . . . . . . . . . . . . . . . . . B

Clicking with the greatest of ease . . . . . C

Products spotlight . . . . . . . . . . . . . . . . . . .D

Cover designed by Laura Kauffman Pyne

14 Member spotlightTimberland Builders: Perseverance, flexibility are key

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Technology helps members

PresidentJoseph Mackey, Pocono BA

Vice PresidentRay Venema, West Branch Susquehanna BA

AssociAte Vice PresidentRon Agulnick, HBA of Chester/Deleware

secretAry Warren Peter, Indiana-Armstrong BA

treAsurerJoseph Harcum, Wayne County BA

immediAte PAst PresidentGene Kreitzer, Lebanon County BA

executiVe Vice PresidentDoug Meshaw

editorLaura Kauffman Pyne

Associate editor Scott Elliott

Printcomm staffPublisherKevin Naughton

Assistant editor/Publication directorH.J. Hormel

Graphic designJason Gabel

Advertising sales managerBrenda Poe

Advertising salesJeff Pinwar • 800-935-1592, ext. 118

Address correspondence to:Keystone Builder600 North Twelfth Street Lemoyne, PA 17043Phone: 800-692-7339 or 717-730-4380Fax: 717-730-4396Web: www.PaBuilders.org E-mail: [email protected] does not imply acceptance or endorsement of the products contained in the publication.

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An exclusive Publication of the PBA Keystone Builder magazine is published six times a year by the Pennsyl-vania Builders Association®, Editorial Offices, 600 North Twelfth Street, Lemoyne, PA 17043. With the exception of official association announcements, the statements of fact and opinion that are made herein are the respon-sibility of the authors alone and do not reflect an opinion or philosophy of the officers or the membership of the PBA. Materials may not be reproduced without written permission from the PBA headquarters.

PostmAster: Send address changes to Pennsylvania Builders

Association, 600 North Twelfth Street, Lemoyne, PA 17043.

suBscriPtions: Subscriptions available through membership to the Pennsylvania Builders Association.

As summer approaches, it’s time to focus on other new beginnings in your business, as well.

You’ll find that this issue of Keystone Builder takes a look at how various aspects of technology can help all members of the Pennsylvania Builders Association enhance their business promotions. My message is simple; try to embrace it – over time you’ll see growth. I guarantee it.

PBA uses the Web to fight the 2009 codesThe past few months have been busy with PBA’s efforts to fight not

only the implementation of the 2009 building codes but also government interference in the lives of private citizens.

Two of our major battles have been fought online.One of these was our Call to Action letter, which allowed members to

fill out a form on our Web site that sent an e-mail to state senators. Similar past efforts have elicited around 700 responses. However, partly by publi-cizing this issue via social networking sites, we achieved more than 1,600 responses on this campaign.

Additionally, PBA posted a powerful YouTube video that highlighted the corruption of the International Code Council’s voting process. Many view-ers have posted positive responses, and an online debate has ensued.

Without the ability to post this video for the world to see, this corrup-tion could have continued undiscovered.

These two examples demonstrate how your association has embraced new technology to work smarter and more cost effectively.

Personal experiences with social networkingIn my own life, I have used the social networking site Facebook as a way

to reach out to not only personal contacts but also to business associates and potential clients. This tool requires only an active e-mail address.

Through it, I have reached out to many people and have found that it’s an excellent way to keep in touch and to post business updates.

I am also able to link to other businesses’ Web sites, thereby promoting some of my business associates, too.

This free tool has become invaluable to my business.

4 I Keystone Builder • may/June 2010

Use this message in your advertising; help PBA grow!

I’m a proud PBA member...Are you?

www.PaBuilders.org • 800.692.7339

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09Where’s Joe?

A review of your president’s activitiesMarch 2 Codes taskforce conference callMarch 4 Lackawanna BA installation banquetMarch 5 West Branch Susquehanna Home ShowMarch 10 Pocono BA board meetingMarch 10 Interview with Pocono Record (home town newspaper)March 17 Build-PAC Trustees’ conference callMarch 20 Pike County Home ShowMarch 23 Lebanon Home ShowMarch 31 Chesapeake Bay strategy meeting in DelawareApril 17-18 Exhibiting at Pocono Home ShowApril 21-24 Legislative conference in Washington, D.C.April 28-May 1 Builder-20 meeting in Jacksonville, Fla.June 3 Urban Land Institute forum at East Stroudsburg UniversityJune 13 Joe’s birthday!

Continued on page 10

Use this message in your advertising; help PBA grow!

I’m a proud PBA member...Are you?

www.PaBuilders.org • 800.692.7339

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by Tess Wittler

You’ve heard the buzz surrounding social media. People are blogging, tweeting, texting, friending and linking all around you. You may even be getting in on the action, connecting with old

classmates or distant relatives. But how does all this chatter tie into selling a home or getting another remodeling project?

To understand the benefits of social media, you need to first under-stand what exactly these sites are.

Carol M. Flammer, author of “Social Media for Home Builders,” shares this definition:

Social media are the set of Internet tools that allow for interaction and conversations between users. These tools include blogs, wikis, forums, videos, social bookmarking, and social networking. Unlike early [W]eb sites, which were static like a brochure, social media sites are interactive and encourage users to converse, opine, and lend expertise. They encourage users to add original content.

In short, social media sites are about connecting, interacting and building relationships.

Why use social media?To be successful with social media efforts in your business, you

must first understand why they work – which may be different for each company – because they aren’t a one-size-fits-all channel.

Once you figure out why they are important for your business (i.e., what you wish to gain), you can then decide which platforms are right for both you and your target audience.

One of the biggest benefits of businesses participating in social media is that the sites make these businesses more accessible to others and put them right in the middle of the conversations people are having. They are, by far, some of the most powerful business tools available today because, when used properly, they open doors and demonstrate expertise.

“If you share tidbits of knowledge, a community will be built around you,” explained Chris Fasnacht, director of interactive services for Synapse, a marketing support firm based in Lancaster. “With a strategy and some work, you will be able to convert your online community into the best customers any business wants – loyal, returning ones.”

Social media are also influential tools in public relations efforts.Businesses and organizations are announcing awards and publicizing

events online, bypassing traditional media all together.And the best part? The news is actually getting out to their customers.

Are social media sites right for your business?

Pictured are various social networking logos that you’ll encounter as you surf the Web.

Where to start?Before you begin using social media, you need to have a plan.Unfortunately, too many businesses think, “We need to get in on

this social media stuff” without knowing why. Your social media plan should be strategically thought out just like your business and market-ing plans.

“The three major strategies for using social media are: marketing, networking and optimization,” said Dr. Ira S. Wolfe, president of Success Performance Solutions.

“It is important to understand that marketing isn’t selling; it’s stay-ing in front of your audience. Networking is building your connec-tions, and optimization is the keyword ‘food’ for search engines to give your business a higher ranking.”

The hub of your social media activity is your Web site. Flammer noted that a site should be “sticky” and “hold users’ attention and encourage them to visit multiple pages on the site.”

She further explained that Web sites need to be built with the latest technologies and should be easily navigated with mobile devices.

The goal is to build a professional-looking Web site, since your social media strategy will direct visitors back to your Web site and/or blog. From there, you’ll capture visitors’ information and build your list of prospects – through newsletter sign-ups, free reports and contests.

Fasnacht explained, “Builders can post pictures on Flickr with links back to their blog for further details, and the same concept can be applied to YouTube with videos. From there, they can share the information and links on Facebook and Twitter, and eventually, everything points back to their Web site – which sells their products and services.”

Common social media toolsNow that you know where to start, let’s look at some of the more

common social media platforms other businesses use as part of their overall marketing strategy.

Of all the tools, your company’s blog is the most likely to net return on investment and show almost instantaneous success.

“A well-built, optimized blog will become a top referral source for the company Web site,” wrote Flammer.

That’s the good news. The bad news is that a blog also can be the most time consuming because it involves writing several keyword-rich posts a week in order for you to harness those results.

LinkedIn is an online Rolodex on steroids.With more than 63 million users worldwide, many professionals

use this social media platform to build their connections and establish their “expertise” by answering questions.

“LinkedIn has allowed me to connect with key decision makers who are sometimes hard to reach by telephone,” said Lori Fetterhoff,

may/June 2010 • Keystone Builder I 7

Continued on page 9

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member insider • Keystone Builder I A

MeMberInsIderMay/June 2010

by M.H. Morrison

O f course, the Pennsylvania Builders Association’s Web site is viewable by anyone who types PaBuilders.org into a browser. But, for members, there are special, highly

valuable sections of the site that are available to them exclusively.

Keystone Builder magazineSo, you’ve loaned your issue of Keystone Builder magazine to

another employee at your company and you want to see an article. No problem. Past issues are available, using special technology that allows you to flip the virtual pages just like a printed magazine.

Click on the magazine cover on the right-hand side of the home page to find the issue and story that you need.

Building permitsOne of the most popular sections of the PBA site is the link to

U.S. Census data on building permits.Find this under the “Newsroom” tab and scroll down to

“Building permits” in the pull-down menu.Members can look up Pennsylvania building permits by county

or township and by month or year.

PBA logoThe PBA logo is available to any active association member

in good standing. Using this logo on everything from T-shirts to Web sites helps to show your company’s commitment to professionalism and the industry.

To download the logo, go to the “Education & Resources” tab, and scroll down to “PBA logo and logo usage guidelines.”

Model building contractA model building contract can be downloaded by going to

the “Education & Resources” tab, and selecting “Model build-ing contract” from the drop-down menu.

This model agreement – which is intended for new home-builders only – is provided by PBA for use by its members solely as a sample in developing, in consultation with the member’s own legal counsel, a form agreement.

Please contact your local builders association for model contracts related to the new home improvement contractor registration law.

‘Listen and Learn’ seminarsOne great benefit of belonging to PBA is the opportunity for

professional development. But you can’t always get away from the job site to attend a seminar.

That’s no longer a problem, thanks to PBA’s effective use of Web technology that offers audio-based professional development seminars online under the “Education and Resources” tab. From the pull-down menu, scroll to “Listen & Learn seminars.”

These audio seminars are usually five minutes or less in length and are available around-the-clock, whenever you have time to listen, even at 2 a.m.

For all of these member benefits and more, visit PaBuilders.org.

Come and get your Web-enefits

B I Keystone Builder • may/June 2010

The Pennsylvania Builders Association has used, and will continue to use, a variety of communication tools to inform the public about how Pennsylva-

nia’s 2009 Uniform Construction Code will have nega-tive implications for all the state’s residents.

The campaign began by educating legislators, the public and PBA members about the corruption behind the code changes led by fire service groups during the International Codes Council’s debate about fire sprin-klers in September 2008 in Minneapolis.

The corruption was made public when videos were posted on the YouTube Web site of public testimony given by Gail McCauley, a White Township supervisor in Indiana County.

McCauley described how fire service representatives were bused en masse to the ICC meeting to sway the voting on two key sprinkler decisions, and then bused away, missing votes on other equally important fire safety building code measures.

The videos are available by visiting www.YouTube.com and searching the site using the keywords: PA sprinklers.

McCauley’s testimony was presented and taped on Oct. 6, 2009, before the Pennsylvania Senate Labor and Industry Committee.

PBA offers a reasonable compromiseWhile fire service groups have worked to discredit

PBA and homebuilders in Pennsylvania on this issue, PBA, instead, has offered a compromise solution to address the controversial issue of fire sprinkler installa-tion in residential construction.

PBA is proposing the reasonable compromise position that homebuilders in Pennsylvania be required by law to offer sprinklers as an option to all new homebuyers. This provides for consumer choice on sprinklers, instead of a heavy-handed government mandate.

This approach would ensure that consumers are aware they can install sprinklers in their new home, but it

would not force expensive sprinkler systems (costing $8,000 or more per home, according to PBA research) on the vast majority of consumers who are satisfied with the performance and much lower cost of hard-wired smoke detectors.

For years, the state’s Uniform Construction Code has required the installation of hard-wired smoke detectors in all new homes.

Code battle goes to court and the state Capitol

As this issue of Keystone Builder goes to press, PBA is continuing its lawsuit to win a legal judgment that would rescind the expansive 2009 building code.

Most recently, a motion to reconsider was filed in response to Commonwealth Court Judge Johnny Butler’s earlier denial of PBA’s petition for a preliminary injunction to stop the 2009 code’s implementation. On March 30, Butler refused to reconsider his initial decision.

Additionally, a motion for summary judgment was filed March 19 in an effort to accelerate the court’s hear-ing of PBA’s complaint.

The lawsuit seeks to return Pennsylvania to the regula-tions in the 2006 building code for a period of three years.

This would provide time for public debate about how to best improve the state’s process for developing build-ing code requirements.

Currently, Pennsylvania automatically updates its build-ing code every three years, which is simply too often and is causing a financial hardship for new homebuyers, especially during a sluggish economy.

The many new requirements in the 2009 code will add $13,000 to the cost of a new home.

Other states don’t update their code as often, which helps keep new homes more affordable, while still ensur-ing quality construction.

Concurrently with its court case, PBA is working in the state’s general assembly to address code issues and continues to encourage members to contact their sena-tors and representatives about legislation that would roll back the code to the 2006 version.

Codes coalition continues to growThe coalition fighting the 2009 code and its many

mandates continues to grow.PBA’s position to roll back the code has been

endorsed, most recently, by the Pennsylvania Housing Alliance, the Pennsylvania Residential Owners Association and the Pennsylvania Apartment Association.

Other members of the codes coalition include: the Pennsylvania Association of Realtors, the Pennsylvania Manufactured Housing Association, the Pennsylvania Modular Housing Association, the NAHB Log Home Council of PA, and the Pennsylvania Association of Township Supervisors, in addition to PBA.

On

the h

illProviding factual information for informed decisions

The Pennsylvania Builders Association is working to make accessible to members, legislators, reporters and the public extensive educational resources about the Roll Back the Code campaign and the misguided government mandate on residential fire sprinklers.

As part of Roll Back the Code campaign, two new Web pages have been created. Both are accessible from PBA’s home page at PaBuilders.org.

One page is devoted to the issue of rolling the code back to the 2006 version and includes breaking news stories, legal documents, links that share what members of the public are saying and related video clips.

The second Web page focuses solely on the sprinkler debate and includes a section of misstatements about sprinklers with a follow-up of factual information.

Fighting code corruption: PBA works to repeal current building code

To learn the latest about PBA’s code fight, visit PaBuilders.org.

member insider • Keystone Builder I c

by M.H. Morrison

At some point in surfing the Web, everyone has come across a site that is nearly impossible to figure

out. Even if the products and services from the company are superior, the visitor is not likely to stay and is even less likely to make a purchase.

The goal of any Web site is to prompt action, explained Kris McCurry, partner and chief results officer at Brave New Markets in Owings Mill, Md. She is also the company’s expert on marketing for the home improvement industry.

To get a positive action, such as a purchase or a quote request, there are a number of tricks of the trade.

Say it shortOne trick is to write short sentences and paragraphs. McCurry said

the site needs to have enough text to entice visitors but not so much to overwhelm and ultimately lose them.

Short and concise does not apply to ALL Web pages, however.In order to be have a Web site land near the top of the results

from search engines, pages must contain enough content to convince the search engine that the site is relevant and knowledgeable.

Pricey decisionPricing for remodeling work should not be included on the Web

site, according to McCurry, because there are too many variables. On the other hand, pricing for new homes should be included.

“If consumers see a price of $3,500 for a new roof, for instance, they may get mentally locked on that price. Then, the home improve-ment company comes out and specs the job, determines it needs unexpected work, like rotten plywood replacement, and it blows the $3,500 price out of the water. The homeowner is disappointed,” she said. “You’re risking it looking like a bait ’n switch scenario.”

Putting in a good wordAnother way to boost Web site sales is to include testimonials.“Homeowners want to know that you have done work for others

in their community, and that they were happy with what you did,” McCurry explained.

When she works with contractors or builders, she recommends a process to survey clients after job completion when the homeowner will have great things to say.

With their permission, these comments can be used as testimonials.

Web site design tipsKris McCurry from Brave New Markets, an expert in home

improvement marketing, has provided five additional quick tips on making a Web site user friendly.

● Avoid the over-use of animation, low-quality images and dark colors.

● Don’t hide your contact information. Make sure your phone number is prominently displayed on EVERY page of the site and that any Estimate Request forms are easy to find and use.

● Add an e-mail sign-up form. Many people will voluntarily give you their e-mail address so they can receive special offers and information.

● Track visits and inquiries so you know how well the site is working. Check out Google Analytics for a free, easy tracker.

● Promote your Web site in your other marketing – print and phone book ads, mailers, e-mails, etc. – as well as in your e-mail auto-signature.

Clicking with the greatest of ease

Keepin’ it fresh“We recommend updating Web sites once a month at a mini-

mum,” she said. “That does not mean the entire site needs to be changed, just some content here and there.”

The site should be as accurate as possible.That means that changes in products or services should be updated

as soon as possible. Visitors expect to be able to get anything that they read about on the site.

Prod

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Don’t fear technology

by M.H. Morrison

From answering phones to protecting data, technology can be a builder’s best friend by saving time and money, all the while providing better customer service to consumers.

Virtual receptionist and moreThe my1voice virtual phone service from Protus includes a phone

number, virtual receptionist and more for as little as $10 a month.The virtual receptionist directs calls to the appropriate exten-

sion or voicemail, without any work. My1voice also offers the

option to have professional voice talent record a custom greeting at no charge.

The service can include a toll-free or local number. With unlimited extensions and a dial-by-name directory for the caller, all employees can be reached through this one number, whether they are in the office, mobile or working remotely.

In addition, this service includes features such as converting voicemail to e-mail and text message voicemail notifications, ensur-ing that company employees know when they have a voicemail, even while away from the office.

For more information, visit www.my1voice.com.

Toughbook: Rugged and reliablePanasonic Toughbook mobile computers are built to protect

data and keep performing in a wide range of conditions. The rough and tumble computers have been engineered to withstand drops, spills, dust and grime.

In addition to Toughbooks’ rugged reliability, these computers are cost effective and have become a customer favorite.

While Toughbooks do cost more than other laptops, their durability has made them a good investment for many businesses. Compared to conventional computers, these mobile computers are designed to increase uptime and reduce repair costs. These advantages result in a lower total cost of ownership and a greater return on investment.

In a recent Forbes.com article, a company that services over-head cranes reported that after a fall of 50 feet, its Toughbook was destroyed but the hard drive was easily popped out and put into another unit. Amazingly, no data was lost.

For more on Panasonic’s Toughbooks, visit www.toughbooks.com.

No matter where employees may

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my1voice.

As the name implies, Pansonic’s Toughbook mobile computers are built to protect data no matter what.

d I Keystone Builder • member insider


account executive for Residential Warranty Company. “It has also provided me the opportunity to post important updates about my company such as helpful hints and new products. An additional benefit I have also found is that some of my weekly updates have prompted new leads to connect with me.”

Another benefit of using LinkedIn is the wealth of knowledge-sharing that can take place in group discussions.

Fetterhoff continued, “One of my favorite features on LinkedIn is the ability to open discussions under specific groups that I belong to. I have received a lot of feedback and ideas from people in my groups in response to questions I have posted.”

Facebook has been described as a 24/7 cocktail party, and many savvy businesses are already active guests to this party.

Here’s why: Of the more than 400 million active users, 50 percent log onto Facebook every day. The average user has 130 friends, spends 55 minutes per day on Facebook and becomes a fan of four pages each month. Who wouldn’t want to be a part of this party?

“The number one rule is to set up your business as a ‘Fan Page’ – not a profile,” said Wolfe.

He explained that a Fan Page allows your business to be separate from your personal profile.

Lennar Homes does an amazing job at using Facebook to interact and engage with its customers. Not only does it run Facebook-only contests for company “fans,” it also has the Fan Page tied in other social media platforms such as YouTube and Twitter.

Flammer wrote, “Home builders who are successful on Facebook have built relationships with co-op real estate agents or existing home owners who are happy to cheerlead for their favorite builder.”

sociAl mediAContinued from page 7

Continued on page 10

Big Builder magazine surveyed indus-try professionals to determine how they integrate online tools into their market-ing strategies. Here are the results:● 60 percent said they were active in

the social media sphere.● 34.3 percent said they were consider-

ing becoming active.● Facebook and Twitter were the most

popular sites among builder respon-dents (85.7 percent).

● Other popular platforms included LinkedIn (80 percent), blogs (45.7 percent) and Craigslist (37.1 percent).

● 82.9 percent of respondents said that that their primary reason for social networking was to increase brand recognition.

● 66.7 percent were using social networking to drive traffic and sales.

● 66.7 percent were using social networking to generate sales leads.

Source: “Social Media for Home Builders” (2010) by Carol M. Flammer, p 1.

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Twitter is a micro-blog that essentially allows users to send a text messages to all of their followers. Each message, called a “tweet,” can only be 140 characters long, which makes being concise imperative.

Twitter is a remarkable tool. It allows you to find people and busi-nesses and others to find and have access to you, too.

In addition, Twitter is a great information hub, and many businesses use this forum to educate their followers.

For example, builders and remodelers can share home mainte-nance or energy-efficiency tips with their followers.

Flammer advised, “You must follow the right people on Twitter. [Those] are consumers who will either buy from you or will influence someone else’s decision to buy from you.”

Two more great tools are YouTube and Flickr.YouTube is a video-sharing network that makes it the ideal platform

for builders to share communities, projects and even virtual tours.

“You can use it to teach about an aspect of remodeling, show off a Parade of Homes project or help a client view a specific room or home feature from a remote location,” wrote Flammer.

Similarly, when used properly, Flickr, a photo gallery site, can be a powerful part of your marketing arsenal, especially for the building community.

“It’s taking the print brochure to a completely different level. When you upload your photos to Flickr, take the time to properly name and tag them. Use your company name, location and even the development/community name,” said Wolfe.

The tags become extremely rich content for Google and other search engines, and if Google can find your content quickly, so can your consumers.

If you do nothing else in the social media realm, you must take advantage of Google Alerts. They are free and allow you to keep an eye on your business, monitor the competition and hear what others are saying about you.

Set up alerts with your name, your company’s name and your products, and see what comes up.

If no alerts are generated, it means no one is talking about you on the Internet – and that reveals that your business isn’t creating any chatter either. No talk equals easily forgettable (or, worse, already forgotten).

The key to being successful with social media is to have a clear strategy in mind.

Start small, keep it simple and build it over time. Working with social media is never a campaign that begins and ends in a matter of months. It is a long-term commitment to engage your audience and build relationships with them. s

10 I Keystone Builder • member insider

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Make your homes safer, roomier and more efficient. With a Dryerbox®, the dryer can be placed flush to the wall without the risk of crushing the hose or restricting airflow.

Model 4D (left) Downward Venting

Model 425 (right)Upward Venting

• Eliminate One Elbow

• Minimize Service Calls

• Install Cleaner & FasterModel 425 — 22 Gauge Aluminized SteelShown Painted

sociAl mediAContinued from page 9

PBA provides help to get startedI’m not sharing this with you hoping you’ll take the time to figure it

out on your own. No, PBA is here to provide a helping hand.In fact, for the past month, PBA has been developing a seminar to

help members learn more about social networking and how these sites can benefit their businesses.

Keep checking our Web site at PaBuilders.org and the Trade Secrets newsletter for more information.

The time to try new technology is nowYou may have no clue what social networking is, or why it’s so

important to give new technology a shot. But keep reading. Inside we’ll provide answers and practical applications.

Maybe it’s not the time to revamp your business, and I understand. Just keep an open mind and try a few of our helpful hints. You might like the results you see.

It’s a new season and a new decade – maybe some new technology is exactly what your business needs for a successful jump-start. s

President’s messAGeContinued from page 4


Eaton’s standby generators make getting backup power

To � nd a location, visit www.yaleelectricsupply.com.

Generators range from 8kW – 150kGenerators range from 8kW – 150k

make getting backup power

Easy, Affordable and Worry-free

10 May/June Keystone Builder Pub Ad V2 .indd 1 4/5/10 8:49:20 PM Need a new network?Forget the classifi eds, PBA has what you really need...

Use our online tools to connect with thousands of contacts across Pennsylvania: • stay in touch with other members

• build relationships with business owners and

contractors

• connect with new clients

• receive breaking news updates and other instant information from PBA

Search for us on Facebook, Twitter, and LinkedIn...

It’s your chance to get connected!

Need help? Call Laura at 800.692.7339, ext. 3011

Need a new network?Forget the classifi eds, PBA has what you really need...

Use our online tools to connect with thousands of contacts across Pennsylvania: • stay in touch with other members

• contractors

Search for us on Facebook, Twitter,

It’s your chance to

Need help? Call Laura at 800.692.7339, ext. 3011


by Tess Wittler

The Drexel University Smart House is a student-led project that will renovate an urban home to serve as a “living laboratory” for exploring cutting-edge home design and technology.

When completed, this house at 35th and Race streets in Philadelphia’s cultural Powelton Village will function as a home for students and as a testing site for new technologies that are meant to improve and simplify life in five areas: environment, energy, interac-tion, health and lifestyle.

Over the last four years, students – with majors ranging from engineering to interior design – have dedicated thousands of hours to this project.

During any given semester, more than 200 students are connected to this multidisciplinary project with one common goal: to provide an exemplary model and testing environment of an improved approach to home life, while specifically improving the lives of the individuals inhabiting the house.

Since the Drexel Smart House appeared in the May/June 2009 issue of Keystone Builder, there has been a lot of progress.

Architectural plans releasedThe most newsworthy event in the last year is that the Drexel

Smart House’s architectural plans have been revealed. Although the design was decided upon internally in late 2008, the

students spent much of 2009 working with industry professionals on the feasibility of their design.

“We held many private sessions with a number of stakeholders in the industry,” explained Cody Ray, president of Smart House.

He is earning degrees in electrical engineering (undergraduate) and computer science (graduate).

“Our goal was to put our conceptual ideas onto paper, make them realistic and affordable where we could, and figure out how to bring them into practice.”

There are many sustainability and state-of-the-art features inte-grated into the design.

On the west side of the home, a rain-screen, breathable wall system will be added to the existing palette of stone, brick and wood materials.

The home will have a third floor indoor/outdoor room complete with accessible green roof, and the north side will integrate passive ventilation into a new three-story solar chimney and make use of an operable glazing system.

On the exterior, the facade will undergo masonry restoration. A new porch, roof and front steps will be installed to further restore the building’s historic presence.

A new rear addition will be built to serve as a classroom for univer-sity use and community outreach.

“Now our biggest agenda item is fundraising,” said Ray.The initial estimate came in at a whopping $7 million.“That was way too high,” he added. “We went back to the

drawing board to find ways to cut costs and eventually got it down to $3 million.”

The students are currently working with Drexel’s Office of Institutional Advancement to secure cash and in-kind contributions.

“Provided that fundraising efforts go as planned, we foresee begin-ning renovations this summer and moving students in, in the fall of 2011,” concluded Ray.

To learn more or make a donation, visit www.DrexelSmartHouse.com. s

The Drexel Smart House One year closer to reality

PBA Premier Partners - thank you!

Gold level sponsor

WELLS FARGO HOME MORTGAGEWells Fargo Home Mortgage is the lender you can trust to help your buyers obtain the fi nancing to fi t their unique situation. With Wells Fargo Home Mortgage ready to fulfi ll your customers’ fi nancing needs, you’re fast on your way to moving your inventory. With value-added programs, sound lending practices and industry-leading new construction products, we can help you structure fi nancial incentives to meet your buyers’ needs. Contact Chris Kulp, Regional Builder Sales Manager, at 215-529-0416 for more information.

Silver level sponsors

PROBUILD ProBuild is dedicated to the success of the home building industry. The company’s involvement at the national, state and local builders association is extremely important to ProBuild and will continue to grow. ProBuild has been, and will always be, on the cutting edge of new products and services, as well as providing technical and building industry knowledge. ProBuild sales representatives are thoroughly trained in green building products and can assist you in achieving your NAHB or LEED green certifi cation. For more information, please contact Michael Kurpiel, C.G.A, C.G.P., market development manager, at 800-883-8800, ext 665, or e-mail [email protected].

FIRST NATIONAL BANKFirst National Bank is your Premier Partner for both your business and personal banking needs. FNB is strong, stable and dedicated to serving clients since 1864 with more than 224 locations covering Pennsylvania and Eastern Ohio. Discover the freedom of total money management from your Pennsylvania Builders Association Premier Partner, First National Bank. Visit us online at www.fnb-online.com; call us at 800-555-5455; or contact J. Craig Ray, FNB’s primary liaison with the PBA, at 570-622-0270

Bronze level sponsors

PENNSYLVANIA HOUSING FINANCE AGENCYPHFA can turn anticipated Homebuyer Tax Credits into cash at the closing table! Eligible PHFA fi rst-time homebuyers can receive up to $6,000 to use for closing costs and/or down payment on a newly constructed home! Eligible non-fi rst time homebuyers can receive up to $4,000. In both cases, the funds are 0%, no fee loans to be repaid when the homebuyer receives their federal tax refund.

RESIDENTIAL WARRANTY COMPANY LLCResidential Warranty Company, LLC, is a leading provider of written, insured warranties to builders and remodelers nationwide. Since 1981, RWC has issued over 2.5 million warranties and is an expert in the fi eld of risk management. RWC

The PBA Premier Partners program is energized by an elite group of businesses taking a leadership role promoting the growth of Pennsylvania’s housing industry. Premier Partners provide nondues revenues that help expand PBA’s services to members. Next time you’re bidding a project, please keep our Premier Partners in mind.

For more information on the PBA Premier Partners program, please contact Bill Lapitsky at PBA at 800-692-7339, ext. 3030, or via e-mail at [email protected].

Want the premier way to reach Pennsylvania’s builders with information about your products and services? PBA’s Premier Partner sponsors gain high-level exposure and access to leaders in the state’s residential construction industry. Here, Kimberly L. Kaluzny, area builder sales manager for Wells Fargo runs their information booth during a recent board meeting. Her red ribbon immediately identifi es her company as a PBA Premier Partner to members. To learn more about how you can gain this target market exposure, please contact Bill Lapitsky at 800-692-7339, ext. 3030, or [email protected].

offers a wide range of products and services to meet various industry needs including its HUD-accepted 10 Year standard warranty for FHA and VA fi nancing, customized state warranties, general liability insurance for builders and subcontractors, and commercial auto coverage, to name a few. Provide an RWC insured warranty on your new or remodeled homes and distinguish your company from the competition. You will have the added benefi ts of limiting your liability and providing buyers with peace of mind.

TOTAL ACCESSTotal Access is the tri-state leader in accessibility equipment, elevators and all lifting products. All our consultants are factory-trained to give you the best solutions for any need or want based on the situation you may be in. All products that we sell we install and service with all Total Access direct employees. Please visit our website to see all of our products and services that we have to offer.

Premier Partner Green sponsor

ACCELERATED BUILDING TECHNOLOGIESCombining the strength and performance of cold-formed steel framing with the superior insulation properties of expanded polystyrene, the accel-E™ Steel Thermal Effi cient Panel (STEP) wall system, simplifi es framing, insulation and sheathing to one process. This reduces labor costs and shortens the construction cycle. The accel-E™ wall system from ACCELERATED Building Technologies provides exceptional energy effi ciency while virtually eliminating unwanted air infi ltration and drafts.

PBA Premier Partners - thank you!

Gold level sponsor

WELLS FARGO HOME MORTGAGEWells Fargo Home Mortgage is the lender you can trust to help your buyers obtain the fi nancing to fi t their unique situation. With Wells Fargo Home Mortgage ready to fulfi ll your customers’ fi nancing needs, you’re fast on your way to moving your inventory. With value-added programs, sound lending practices and industry-leading new construction products, we can help you structure fi nancial incentives to meet your buyers’ needs. Contact Chris Kulp, Regional Builder Sales Manager, at 215-529-0416 for more information.

Silver level sponsors

PROBUILD ProBuild is dedicated to the success of the home building industry. The company’s involvement at the national, state and local builders association is extremely important to ProBuild and will continue to grow. ProBuild has been, and will always be, on the cutting edge of new products and services, as well as providing technical and building industry knowledge. ProBuild sales representatives are thoroughly trained in green building products and can assist you in achieving your NAHB or LEED green certifi cation. For more information, please contact Michael Kurpiel, C.G.A, C.G.P., market development manager, at 800-883-8800, ext 665, or e-mail [email protected].

FIRST NATIONAL BANKFirst National Bank is your Premier Partner for both your business and personal banking needs. FNB is strong, stable and dedicated to serving clients since 1864 with more than 224 locations covering Pennsylvania and Eastern Ohio. Discover the freedom of total money management from your Pennsylvania Builders Association Premier Partner, First National Bank. Visit us online at www.fnb-online.com; call us at 800-555-5455; or contact J. Craig Ray, FNB’s primary liaison with the PBA, at 570-622-0270

Bronze level sponsors

PENNSYLVANIA HOUSING FINANCE AGENCYPHFA can turn anticipated Homebuyer Tax Credits into cash at the closing table! Eligible PHFA fi rst-time homebuyers can receive up to $6,000 to use for closing costs and/or down payment on a newly constructed home! Eligible non-fi rst time homebuyers can receive up to $4,000. In both cases, the funds are 0%, no fee loans to be repaid when the homebuyer receives their federal tax refund.

RESIDENTIAL WARRANTY COMPANY LLCResidential Warranty Company, LLC, is a leading provider of written, insured warranties to builders and remodelers nationwide. Since 1981, RWC has issued over 2.5 million warranties and is an expert in the fi eld of risk management. RWC

The PBA Premier Partners program is energized by an elite group of businesses taking a leadership role promoting the growth of Pennsylvania’s housing industry. Premier Partners provide nondues revenues that help expand PBA’s services to members. Next time you’re bidding a project, please keep our Premier Partners in mind.

For more information on the PBA Premier Partners program, please contact Bill Lapitsky at PBA at 800-692-7339, ext. 3030, or via e-mail at [email protected].

Want the premier way to reach Pennsylvania’s builders with information about your products and services? PBA’s Premier Partner sponsors gain high-level exposure and access to leaders in the state’s residential construction industry. Here, Kimberly L. Kaluzny, area builder sales manager for Wells Fargo runs their information booth during a recent board meeting. Her red ribbon immediately identifi es her company as a PBA Premier Partner to members. To learn more about how you can gain this target market exposure, please contact Bill Lapitsky at 800-692-7339, ext. 3030, or [email protected].

offers a wide range of products and services to meet various industry needs including its HUD-accepted 10 Year standard warranty for FHA and VA fi nancing, customized state warranties, general liability insurance for builders and subcontractors, and commercial auto coverage, to name a few. Provide an RWC insured warranty on your new or remodeled homes and distinguish your company from the competition. You will have the added benefi ts of limiting your liability and providing buyers with peace of mind.

TOTAL ACCESSTotal Access is the tri-state leader in accessibility equipment, elevators and all lifting products. All our consultants are factory-trained to give you the best solutions for any need or want based on the situation you may be in. All products that we sell we install and service with all Total Access direct employees. Please visit our website to see all of our products and services that we have to offer.

Premier Partner Green sponsor

ACCELERATED BUILDING TECHNOLOGIESCombining the strength and performance of cold-formed steel framing with the superior insulation properties of expanded polystyrene, the accel-E™ Steel Thermal Effi cient Panel (STEP) wall system, simplifi es framing, insulation and sheathing to one process. This reduces labor costs and shortens the construction cycle. The accel-E™ wall system from ACCELERATED Building Technologies provides exceptional energy effi ciency while virtually eliminating unwanted air infi ltration and drafts.



Mem

ber sp

otlig

ht

Timberland Builders Perseverance, flexibility are key

by T.W. Burger

R ich Doncals did not start out to be a homebuilder. “I have an accounting degree from Washington and Jefferson Col-lege,” he said. “I went to work for a developer” of a com-

mercial real estate development and management company.“I worked my way up to vice president. Then, in 2001, I left and

started Timberland. Accounting was all right, but it’s a lot more fun doing construction.”

With his business located in McMurray, he is currently serving on the Board of Directors of both the Washington County Builders Association and the Pennsylvania Builders Association. He has been involved in the associations from the get-go.

Giving the industry a voice“We talk about things we have to deal with. Sure, we’re

competitors, but we all face the same obstacles, whether it’s dealing with DEP [Department of Environmental Protection] on permits, or township inspections, we talk about overcoming the same things. I guess you could say we share war stories.

“I became active. Now, I’m on the board of directors of our local association, and on the state board of directors. It is important to be represented in the state for lobbying and legislative reasons. The industry has been taking a beating lately, and if we don’t speak up, we’re going to get run over.

It’s important that all the people in this industry become active and become verbal.”

Obstacles in the construction and development universe are never in short supply, he added.

“There are a lot of obstacles, from time management to financing projects to just the day-to-day stuff. I couldn’t say that there’s one thing that stands out in all that.”

Perseverance is keyBeing in the business has taught him never to give up, he said.“Keep on trying,” Doncals said. “You may not get the customer

you wanted, or the house you wanted to build, but keep on swing-ing, you’ll get what you want if you persevere.”

A key thing to remember is to stay flexible, Doncals said.

Attention to customer service“We were building a house on spec,” he said. “We were pretty

far along with it, when we had a buyer who wanted it, but she needed us to make some significant modifications because she had an older special-needs son. We stopped, did some redesigning, and made it work for the customer.

“As it turns out, she turned out to be a good customer for some other projects. She speaks very highly of us, and lets us show people through her house to show people who have similar needs the kind of work we did. That’s one thing you find out early; your reputation and your references are very important.” s

Business quick facts: Timberland Builders• Owner: Rich Doncals• Years in business: Nine years• Counties of operation: Southwestern Pennsylvania region• Association involvement: Serving on the Board of Directors of both the Washington County Builders

Association and the Pennsylvania Builders Association• Web site: timberlandbuildersllc.com

P r o P a n e 1 0 1 :

In the West, propane has your back. a high-efficiency air-source heat pump with propane backup recoups installation costs 40% faster than a ground-source heat pump with electric backup.

In the Northeast, propane tops fuel oil. a high-efficiency propane furnace costs $2,100 less to install and $100 less to operate annually than a high-efficiency fuel-oil furnace.

Looking to install the highest-performing home heating system?

It depends on where you stand. Literally. an eye-opening new training course on comparative home heating will teach you how different systems perform differently depending on location. The course, which is free and earns you continuing education credits, was created using data from a recent residential heating study conducted by newport Partners.

Train to build more marketable homes and earn CeU credits: Take our aIa- and naHB-certified Comparative Home Heating course at

buildwithpropane.com/training.

Brought to you by the Pennsylvania Propane Foundation and your local propane service provider.

In the Southeast, propane trumps

heat pumps. a high-efficiency propane furnace costs 12% less to install and expels

24% fewer carbon dioxide emissions

than an electric air-source heat pump.

In the Midwest, propane is smarter than geothermal. In a retrofit replacement, a ground-source heat pump pays back the homeowner in fuel-cost savings in six years. a high-efficiency propane furnace does it in less than 12 months.

13% Price premium for

electricity in Florida and Texas compared to the

national average.

29% Price premium

for fuel oil in Buffalo relative

to propane.

12–18 Years average lifespan of a home heating system in the U.S.

Natural gas: 0.8

Propane: 0.9

Electricity: 2.4

Metric tons CO2 equivalent per unit per year0 0.5 1.0 1.5 2.0 2.5

Greenhouse Gas Emissions

Do More With Home Heating by Understanding Regional Differences

PA Propane Foundation

717-441-6040 www.papropane.com

Documents

Keystone Builder May/June 2010