Transcript ask the builder about treated wood

ASK THE BUILDER ABOUT
TREATED WOOD
Michael Beaudry
Deck Builder, KOW/BTN Decks
Exec. V.P., NADRA
1
The Market: Deck Builders



Many builders who will also build decks
A growing number of “full time” professional
deck builders
Major shifting from part-time deck builders to
Professional Deck Builders



Archadeck, USA
Hickory Dickory Decks, Canada
Residential Contractors looking for
professional deck builders for their projects.
2
The Good




It does what it says it will. Its less expensive than
other decking materials. It is abundant.
Southern Yellow Pine – 3 Billion BD Ft used for decks
– 40% of the market (Deck Builder March/April 2006
page 28)
Better Homes & Gardens outdoor living study – 47%
of respondents want a wood deck (Deck Builder
March/April 2006 page 29)
Deck additions provide a healthy return on
homeowner’s investment, deck market is growing.
3
The Bad







Wet wood
Disintegration, splitting at end cuts
Improperly stored prior to delivery
Grades confusingly marked
Poorly educated warehouse personnel
Poorly educated builders
Increasingly negative consumer perception
4
PT: Shrinking Market Share

Losing ground to:








Composite
Cedar
Ipe
Mahogany
Plastics
Vinyls
Aluminums
Glass
…and most of all

concrete (pavers, EP Henry)
5
6
WHY IS THIS HAPPENING?
Composite: Promoting it directly to the
homeowner – selling attributes: beauty,
comfort, safety, low maintenance.
 Cedar/Ipe/Others: Promoting use, beauty
and benefits of material directly to
homeowners.
…Pressure Treated Industry seems to be
asleep at the wheel

7
Notes from the
LSU Treated Industry Analysis: 2004


"Twenty-three percent of respondents said
that they stocked fiber-composite plastic
decking in 2004. Of these, 86% said that,
relative to 2003, they had somewhat or
dramatically increased the volume of these
products that they stocked."
"Perhaps the greatest threat to the
competitiveness of treated wood in the
building market comes from market
penetration by treated wood alternatives."
8
"With regard to sales, nearly 1/3 (31%) of shipments in 2004
was to end-users such as builders and contractors
followed closely by national retail accounts (29%).
Stocking distributors and wholesalers accounted for 17%
and 14% of sales, respectively."
9
Value Chain
The “chain” of people, materials,
activities and information,
starting from an idea or need
all the way to the final end user
of a product or service.
Consumers
Deck Builders
Home Builders
Dealers
Distributors

Manufactures


Raw Material Suppliers

Costs
Red: denotes Channel Captain
Who is really your customer?
Who’s needs are you trying to fulfill?
Who’s needs should you be trying to fulfil?
What would make each of them more successful?
10
VALUE CHAIN
MAKE EACH LINK MORE SUCCESSFUL WITH:
Raw Materials
Suppliers
Forums to get them in front of Manufacturers and
downstream to understand industry needs and
opportunities
Manufacturers
Driving code and specifications. Installation certification.
Vision of future/industry. Drive adoption of product.
Access to Pro deck builders
Distributors
Info on purchasing habits. Understand where the industry is
heading. Relationships with dealers and key deckbuilders.
Dealers
Regional NADRA Chapters. Access to Pro deck builders
Homebuilders
Ability to drive need for more decks. Access to
subcontractors. Tools for deck sales. Product promotion
from manufacturers
Deckbuilders
Business education, skills, and assistance. Profitability tools,
estimating forms, marketing tools, Insurance (health,
workers comp).
Consumers
Professionalism, Quality deck (looks, functionality, safety).
Design program. Guarantee, Payback analysis
11
Ad from Weatherbest:
“Our products are made from a high quality composite that gives
you the distinct look and feel of natural wood, with low
maintenance, so you can spend more time enjoying your deck.”
“That means you can build your own backyard retreat with all of the
qualities you love about traditional wood decks, but avoid the many
of the hassles of having to maintain one”
12
From “Bob Villa’s” website:
“High-End Deck Materials
Eighty-five percent of all single-family homes
have a deck or deck-like structure. The vast
majority of these decks are made from pine
and pressure-treated pine varieties. Many of
these homes will replace that deck within ten
years. High-end decking like cedar, redwood,
and mahogany give homeowners beautiful
long-lasting performance coupled with eyecatching beauty and elegance.”
13
The Ugly
Copper Alternative Pressure Treated/Fastener
Compatibility

Critical Question of how long will a fastener resist
corrosion when installed in copper alternative
pressure treated wood?



Lack of Standard Testing of Fastener to Treated Wood
Compatibility
Testing Conclusions must take into account the effect of
moisture exposure to the rate of decomposition
Railing Breakaway Conditions

Currently being tested at: Washington University and
Virginia Tech, among others.
14
The Corrosion Issue
15

Code Conformance Issue


Conformance of Codes not consistently
enforced.
Public safety officials lacking knowledge of
applicable codes and regulations:





American Wood-Preservers Association (AWPA)
International Building Code (IRC)
Residential Building Code (RBC)
State and local codes
Codes themselves do not always consider
newer materials in use today.
16
The Lawyers are circling


Advertisements all over the web asking
for clients with deck problems
Several class action suits on their way.
Choice is to be Proactive OR Reactive…
17
Now that I’ve bored you with
what you already knew…
Here is what we would like to
do with support to make a
difference…
18
19
NADRA Deck Safety Month - May

This year -- May 2006



Promote deck safety and awareness
Reduce number of injuries
Future



Continue residential awareness program
Expand to building code community
Expand to professional inspection
community
20
Pressure Treated
Lumber can be a
beautiful choice for
a deck…
21
Consumers and Pro Deck Builders
Need to see the Beautiful Truth…
22
Deck Industry and Wood
Treaters Can Help Each Other


Promote long term beauty, safety and
comfort of Pressure treated products by
way of public relations and advertising.
Provide Pro Deck Builders with
materials/incentives to sell PT decking
23
Some Suggestions…


Provide beautiful brochures showing high end
PT decks
Provide pre-stained PT products




Like mahogany is doing in conjunction with Cabot.
Work with coating companies to develop lines
of stain so PT that arrives on jobsites looking
like rich exotic wood.
Offer Awards for best PT deck built in 2006
and some runner ups.
Be an advocate for the Deck Safety Program
24
Penofin ad:
“Penofin's entire color
line brings a beauty
to pressure-treated
wood previously not
possible. “
25
NADRA is the Voice of the
decking industry…We can:

Disseminate information to the Pro
Deck Builder via:




Bimonthly Magazine (Professional Deck
Builder Magazine)
Newsletter and emails
Website promotions
Direct conduit to the end-user (deck
builder and homeowner)
26
NADRA Certification Outline

Qualifications




Professionalism
Experience
Education
Levels




CDRA: Certified Decking & Railing Applicator
CDRF: Certified Decking and Railing Foreman
CDRS: Certified Decking and Railing Salesperson
CDRC: Certified Decking and Railing Company
27
Course #1

Orientation to Occupational Safety &
Health for workers




Course designed for construction workers,
foremen, superintendents, and Project
Management.
Qualifies for CDRA and CDRF designations.
Scheduled to be initiated May 2006
Offered Regionally at Sponsoring
Lumberyards
28
Benefits











MEDICAL INSURANCE PROGRAM
TRAVEL RELATED DISCOUNTS
LEAD GENERATION FROM NADRA WEBSITE
FORUMS FOR MEMBERS
12 COMMITTEES REPRESENTING MEMBERS
INTERESTS
REPRESENTATION IN CODE PROCEDURES AT ASTM
AND ICC
LOCAL CHAPTER OPPORTUNITIES
DECK SAFETY MONTH US/CANADIAN PROGRAM
EDUCATION
HELP DESK FOR MEMBERS AND GENERAL PUBLIC
NETWORKING WITH THE BEST IN THE INDUSTRY
29
Builders, Suppliers, Manufacturers and
Retailers working together…
to provide a quality outdoor living experience
for every home in America.
It’s a beautiful thing...
Our sincere thanks to AWPA, we look forward to
working together in the years ahead.
www.nadra.org
30